By Sultan Riaz | @Riaz_MediaWhiz | Marketing Coordinator
Programmatic buying and premium display advertising were a big a topic of discussion this week at MediaPost’s OMMA Premium Display conference. Keith Trivitt, director of marketing and communications at MediaWhiz, moderated a panel, “Battling The Transformers – Can Media Maintain Its Value Against The New Ad Machine?” which focused on the state of premium display advertising among high-end publishers.
The panel was stacked with an all-star cast of speakers, including:
- Andrew Sollinger, Managing Director, The Americas, Financial Times
- Jason Oates, President, LiveIntent
- Bill Rowley, SVP, Business Development & Publishing, Martini Media
- Kathryn Kulik, Global SVP, Media Sales, CBS Interactive
- Kristine Welker, Chief Revenue Officer, Hearst Magazines Digital Media
- Premium display advertising is clearly helping publishers and advertisers adapt to their customers’ needs.
- Programmatic buying will not be completely eliminated from a company’s budget.
- The appropriate balance must be found between publishers using programmatic buying to sell their low-end display inventory and meeting the high end of the premium online advertising market.
- According to the Andrew Sollinger, managing director, The Americas, of the Financial Times, the biggest issue for publishers will be “moving [advertisers] from programmatic to premium.”
- Although ad exchanges and networks are beneficial to high-end publishers, the best way to keep advertisers happy it to focus on what they want; and what they want is premium display advertising that is designed with value to the consumer in mind.
High-end publishers and brands continue to value premium display advertising, even as the sector gets squeezed at the margins.
Here’s a recap of what was a spirited 45-minute discussion about premium display advertising.
Programmatic Buying: Friend or Foe?
While all panelists agreed that programmatic buying is an important, if not vital, aspect of the business, they differed on its impact on the value of premium display advertising. “Custom premium is here to stay,” noted the FT’s Sollinger.
Through the discussion the point being driven is that premium display advertising is focused on the consumer and provides content that both consumers and advertisers want. “Premium display starts with the consumer or it won’t work. Ad experience needs to be built around the customer,” according to Katerine Kulik, global senior vice president of media sales at CBS Interactive’.
Source: The Express Tribune
By Michael Velasco | @MichaelVelasco | Managing Director, Digital, Ryan Partnership
“Facebook has failed!” screamed the media, as Facebook’s stock price continued to tumble off its IPO price. Indeed, the headlines have been bleak. But Facebook is a microcosm of a macro phenomenon afflicting all of social media.
Facebook, the once great social network, is in danger from itself, and the promises either it made, or expectations heaped upon it by its users. It can either move on and evolve into something greater than itself, or suffer the fate of other great Internet companies before it, (GeoCities, Yahoo!, Netscape, MySpace … the list goes on and on), possibly dragging the rest of the social media industry down with it.
And while I could chalk up the recent history of the Internet’s failed companies as a source of endless cautionary tales, two particularly valuable and relevant examples come to mind: Aol and Yahoo!
Both were pioneers and innovators in their time and both are examples of what not to do when it comes to running an Internet business. What they lacked is the ability to move beyond the business model that made them great, and evolve into one that provided sustained growth and success.
Facebook finds itself in a similarly troubling situation — it must evolve or die. (more…)
It’s the most wonderful time of the year! Why? Because Social Media Week is almost here! This year, MediaWhiz is partnering with its sister agency, Ryan Partnership, to host a Social Media Week panel in Chicago.
Titled, “What the ‘Social Media Hype Cycle’ Means for Brands,” MediaWhiz and Ryan Partnership’s Social Media Week session will explore how the social media hype cycle is impacting social media marketing, social commerce and social advertising. Panelists will use the hype cycle model to demystify social media marketing and explain what is needed to deliver measurable value to brands.
Following this lively session, you’ll walk away with a better understanding of how the hype surrounding social media impacts brand marketing and what you can do to generate measurable value from your social media marketing spend.
What: MediaWhiz and Ryan Partnership Present … What the ‘Social Media Hype Cycle’ Means for Brands
Steve Goldner (@SocialSteve), Senior Director, Social Media Marketing, MediaWhiz and Ryan Partnership
Michael Velasco (@MichaelVelasco), Managing Director, Digital, Ryan Partnership
Keith Trivitt (@KeithTrivitt), Director, Marketing and Communications, MediaWhiz
E.J. Schultz (@ejschultz3), Reporter, Advertising Age
Autumn McReynolds (@AutumnMcRey), Content Strategist and Community Manager, TalentMinded
When: 8–9:15 a.m. CDT, Friday, Sept. 28, 2012
Where: Tribune Tower — Huron Room
435 N. Michigan Avenue
Chicago, IL 60611
If you have any questions, please contact Keith Trivitt, director of marketing and communications, MediaWhiz.
MediaWhiz’s leaders are continually sought after as resources for opinions, advice and expertise, based on our deep understanding of industry trends, the needs of our customers and the broader marketplace in which we operate.
For the week of Aug. 20–24, 2012, MediaWhiz experts were quoted or featured on a variety of digital media news and trends, including Facebook marketing, the integration of social media and search and mobile payments. Their commentary was featured in Advertising Age, eMarketer, MarketWatch / Wall Street Journal
and iMedia Connection.
Aug. 17, 2012 | Advertising Age (Op-Ed by Adam Riff, SVP of digital strategy)
When it was reported in early May that social advertising had overtaken search, many in the search-marketing industry reacted with disbelief. Some wished to take up a protracted battle with social-media marketers over whose turf reigns supreme.
Sadly, much of the discussion completely missed the point of what this data tell us: the age of the “walled garden” approach to search marketing is over. Let us all rejoice. The search-vs.-social debate is a worthless pursuit. Brands don’t care, nor should marketers.
The future of search marketing will demand a blend of many different digital-marketing components — traditional search, retargeting, display, etc. — that must reach audiences across a wide swath of media, as consumers use many different devices to search for content across multiple platforms and interfaces.
Marketers need to focus on how well they are integrating social within search, and vice versa. It’s not an either-or debate. There are two reasons this is true.
Social Signals. In the old days of search — that is, pre-2012 — many brands and agencies kept their search-marketing campaigns, both organic and paid, separate from social-media campaigns. They feared that mixing the two might alienate the respective audiences of what are sometimes highly distinct customer bases. Read more … (more…)