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.
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’.