Seismic shifts are underway in the digital advertising world. While some publishers cling to the ad-driven revenue model that has sustained the industry for generations, others are furiously working to branch out from this crumbling paradigm…

In a new article for Publishing Executive magazine, Purch CEO Greg Mason explains the perils that today’s publishers face and suggests ways that companies can evolve in order to succeed in the digital age — from reconsidering the pivot to platforms to taking control of data-rich tech. You can read Greg’s full article on Publishing Executive.

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Last month, Facebook announced additional metrics to give advertisers more insight into consumer behavior, including how many visitors come to their websites after clicking on ads and whether those individuals are new or returning visitors…

And as the balance of power between Facebook and advertisers shifts more in favor of the latter, here are the four demands marketers should make in order to glean as much insight as possible:

More Third Party Verification

According to Mike Kisseberth, chief revenue officer at digital publishing and marketplace platform Purch, the key phrase is third party verification. In other words, it’s not that these new metrics aren’t interesting measures marketers will like, but these marketers are still stuck having to simply trust Facebook. Third party verification, on the other hand, would enable marketers to take the data more seriously.

“Third party verification is important because it allows you to trust the numbers there,” Kisseberth said. “As marketers, the responsibility is ultimately on you to know if [ad dollars] are contributing to the revenue of the business…I think there’s a balance point – third party verification is something marketers want, but they also…[need] to figure out if the money they’re spending is actually contributing to sales. You have a third party measuring whether it’s viewable, but did it actually drive performance at a level that is justified given the spend?”

Read the full article by Lisa Lacy here: http://www.thedrum.com/news/2017/07/17/here-are-the-four-metrics-every-marketer-should-demand-facebook-and-other-walled

 

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Advertisers want it all when it comes to native and programmatic campaigns, according to a recent study.

Respondents to the survey of large U.S. marketer and agency decision makers say branding is the primary objective of native or sponsored-content efforts (71 percent), but sales and conversions aren’t far behind (65 percent). Similarly, respondents say sales and conversions are the top priority for programmatic campaigns (75 percent), though brand lift is also listed as a critical factor (51 percent).

“The take-away for digital content providers is that to stay ahead of the curve, you must find ways to customize and innovate on both of these offerings to achieve, and exceed, the branding and performance metrics put forth by advertisers,” says Mike Kisseberth, CRO of Purch, which commissioned the report.

The study also highlighted preferences and obstacles for each type of campaign moving forward. Not surprisingly, media buyers want their content to look and feel as close to editorial content as possible. Only a quarter of the media buyers surveyed would consider native executions that link to off-site landing pages.

And though the number of options for programmatic buying is rapidly increasing, dealing directly with publishers is still the preferred method, according to respondents. Just 23 and 21 percent preferred to deal with trading desks and DSPs, respectively.

The study was conducted by ad insight firm, Advertiser Perceptions, in Q1 of 2014.

By Michael Rondon, Folio

Read more: http://www.foliomag.com/2014/study-advertisers-want-both-branding-and-conversions#.U6Dhdo1dUb5

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New money continues to roll into the advertising industry. While companies offering programmatic and native advertising will likely capitalize on the move, a study examining both media uncovers challenges hidden in objectives highlighted by brands participating in the study.

Purch, which rebranded from TechMedia Network in April, said the common thread in its study analyzing opportunities and challenges points to awareness through branding and performance through conversions.

Some 71% of advertisers participating in the study — which focused on native and sponsored content — view branding as a main objective, with 65% citing sales and conversions as a top priority. About 75% said programmatic campaigns are typically assessed through performance metrics, yet 51% of advertisers using programmatic strategies include brand lift among their top evaluation metrics.

Purch commissioned the study conducted by Advertiser Perceptions in Q1 2014, with help from U.S. brand marketers and their agency partners spending $1 million or more on digital advertising. The average digital spend for the advertising participating in the survey was more than $16 million in the past year. The survey focused on their current use and future plans for native/sponsored content and programmatic digital advertising campaigns.

Despite predictions that marketers will spend triple the amount in native advertising by 2015, obstacles remain. Some 46% said insufficient reporting and return on investment (ROI) metrics are the biggest challenge to success; followed by 38% who believe a misalignment exists between campaign and marketing objectives; 26% who point to required time and resource commitment; and 24% who believe native programs are not sufficiently turnkey.

Although native advertising programs are rarely available through programmatic platforms, 42% of advertisers participating in the survey expect to begin purchasing the media that way within the next six months, and 79% expect to purchase them that way within the next year.

About 73% of advertisers agree that programmatic media-buying and direct sales can coexist, with each serving a distinct purpose.

The obstacles to increased use of premium programmatic, preferred or private auction deals negotiated with a publisher include a lack of premium inventory at 54% and inadequate targeting to preferred editorial brands and audiences at 37%.

Some 65% of brand marketers surveyed have used agency trading desks and 61% have used demand-side platforms to purchase programmatic media, but 36% prefer to purchase through publishers, followed by 23% trading desks and 21% who prefer to to so through DSPs. Agencies are more attracted to better performance when buying premium inventory than marketers, 46% vs. 36%, respectively. Marketers are more attracted to reaching targets without waste, 45% vs. 24%, respectively.

About 91% said audience insight and data are most important when buying through programmatic channels. When asked to pick more than one, ease of use followed with 90%; credible metrics, audience quality, transparency, inventory guarantees all came in separately at 87%, and access to first-party data at 81%.

By Laurie Sullivan

Read more: http://www.mediapost.com/publications/article/227973/native-programmatic-lead-ad-industry-growth-but.html

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While agencies and marketers are on the same side of the equation (buy-side), they each have a unique view on what programmatic offers.

Agencies are more drawn to the efficiency promise of automation than marketers (46% versus 36%), while marketers are more attracted to reaching targets without waste than agencies (35% versus 24%).

The data comes from a recent study released by Purch, a content and commerce platform formerly known as TechMedia Network. The study was conducted by Advertiser Perceptions, a media research firm.

Despite machines being front and center in programmatic, advertisers in general still prefer to deal directly with publishers when running programmatic campaigns. The majority of buyers (36%) prefer publishers as their programmatic partners, while trading desks (23%) and DSPs (21%) are the second- and third-most-preferred partners, respectively.

The study also found that a lack of premium inventory was the No. 1 element restraining “programmatic direct”  from further growth.

This “lack of inventory” roadblock was mentioned again at the RTB Insider Summit on Friday afternoon, when Rubicon Project’s head of seller cloud Kaylie Smith said that while there is a lot of buzz surrounding programmatic direct, it hasn’t been met with equal action. However, Smith said publishers are testing the waters and becoming more comfortable with the idea of transacting higher-quality inventory in a semi-automated fashion.

The study was conducted in Q1 2014 among “high level U.S. marketer and agency advertising decision makers, spending $1 million or more on digital advertising,” per a release. The survey topics included both programmatic and native advertising.

By Tyler Loechner, MediaPost

Read more: http://www.mediapost.com/publications/article/227988/agencies-marketers-see-different-benefits-in-prog.html

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