We sat down at dmexco 2014 with Pubmatic’s Co-Founder and CEO, Rajeev Goel, and spoke with him about the buzzwords of the moment and where he sees the industry going today. In this interview, he gives his take on programmatic and automated guaranteed and explains how he’s seeing a shift from desktop to mobile, increased globalization, and a move from traditional to digital media.
We met Sarah Keifer, Senior Marketing Manager from Ooyala, at dmexco 2014 where she sat down with us to talk about the future of the industry. In this interview, Sarah describes the top trends she’s seeing in her business, such as a hunger for data and massive growth in viewing video on multiple screens and devices. She also talks about how the advertising space will change in the next few years and why it’s important for brands and agencies to use uniform platforms and technologies across the board.
In this video, Joanne Miguel, Product Management Director, talks about how automated guaranteed (programmatic direct media buying) influences the relationship between buyers and sellers and explains what a world with fewer RFPs might look like.
Marketers must take steps to overcome the challenges presented by consumers' changing media consumption.
Media convergence is a consumer-driven phenomenon happening right here, right now, and there’s no going back. While marketers are concerned with how to communicate across a multichannel ecosystem that alters and proliferates by the day, consumers move seamlessly from device to device, concerned only with accessing information when and where they want it.
More than 60% of adults online in the UK use two or more devices to access digital content every day, while 25% use three devices. Moreover, 40% say they begin an activity on one device and then complete it on another, switching between gadgets for communication, work and entertainment.
With this in mind, marketers have embraced media convergence, but many still struggle to communicate across a wealth of channels while maintaining a consistent message and brand image. And brands must learn to communicate where customers are, rather than attempting to push them toward a particular channel.
So what are the challenges that media convergence brings for marketers, and how can they be overcome?
Dominance of Digital
Broadcast and print are the traditional dominant forces in advertising, but with the proliferation and accessibility of technology, consumers are naturally shifting toward digital content consumption. With an ability to provide data at a granular level, digital media is therefore being used increasingly as a baseline for ad campaigns – both on- and offline – which presents challenges for marketers who work in a "them and us" culture, where digital teams operate in silos separate from the traditional marketing team. Not only does this make it difficult to adopt a joined-up approach to planning and embracing a media-convergent environment, but it also inhibits a greater understanding of how to use the data to benefit the brand.
Complexity of the Ecosystem
While the consumer experience appears to be seamless when navigating from device to device, a multimedia campaign is profoundly complicated to deliver. As yet there are no tech standards, which creates an increasingly complex ecosystem that is difficult for brands to tackle alone.
And while the onus is on agencies to lead the way in industry innovation, it is critical that they can identify technology partners to help navigate this constantly changing landscape. Marketers need to keep up to date with industry developments to ensure they are getting the best from their agencies and that knowledge is communicated to them in a way that is relevant to their business.
Media convergence is also bringing greater transparency in data and analytics, so the success of campaigns can be determined more accurately than ever before, and marketers have a clearer overview of where spend can be used most efficiently. This has led brands to demand a measurable return on their advertising campaigns, but to achieve this they need to ensure that they set relevant, meaningful commercial KPIs that are aligned with brand-tracking metrics and the goals of their business.
Three Key Steps to Help Prepare for a Media-Convergent Future
1.) Inter-departmental co-operation needs to be managed to ensure that teams speak each other’s language rather than working in silos, enabling a fully convergent workflow. Channels such as TV, social and mobile should complement each other, rather than competing, with digital being placed at the centre of any campaign.
2.) Marketers need to leverage the knowledge and expertise of technology partners, while also keeping pace with evolving media.
3.) They also need to understand the measurement metrics relevant to individual campaigns, setting KPIs that are aligned with the goals of their business and communicating result parameters clearly to agencies.
Media convergence is the new world order and something that brands can’t afford to ignore as their customers switch effortlessly between devices on their own terms. By adopting these three steps, marketers can ensure their strategy has a future-friendly campaign structure, and that they can get the best out of their technology partners – reaching consumers with a consistent message regardless of device or media type.
by Trish German
In less than 10 days, Mediaocean’s New York office will move to a location just across the street from where we sit now. Everything will be shiny and new, including the open floor plan and green initiatives. In this move, we are not only moving to a space that will promote collaboration, but we are also enacting many initiatives to make our office a greener space – in fact, the new office is LEED Gold-certified! Looking around my current office, though, I can already see that getting down to a single file cabinet drawer will be a bigger challenge than Katniss faced in the Hunger Games! We’ve talked the talk for the last 10-15 years, and now it’s time for us to walk the walk: go “paperless”.
As early as 1975, there were predictions that the “office of the future” would be paperless – computers and electronic mail would make printing hard copies a thing of the past. In 2000, the conversation gathered more steam and everyone touted the idea of a paperless workplace. It was on many New Year’s Resolution lists - all around the world, companies were setting up network drives to house all important documents and developing workflow tools (like our products, Aura and Prisma) that issued online notifications and routed work electronically through the organization for you. No need to print that off; no sir, just EMAIL it to me, please and thanks.
So where are we now? I’m happy to say: in a much better place. Electronic filing and document management have significantly decreased our paper consumption and have added great efficiencies to the workplace, making documents far easier to find and faster to access and distribute. Our company started a “Go Green” initiative in 2007 to reduce our environmental footprint. In 2007, we printed close to 5 million pages per year for our clients. By 2012, we dropped the number to 1.5 million. And now, we are just below 1 million.
Our agency clients are in a similar place – many agencies are making it a company-wide goal to go as paperless as possible in an effort to become LEED-certified, reduce costs, and streamline processes. One of our clients similarly moved its employees (1,200 people!) in 2010 from a very large space – with many personal offices and an abundance of filing space – to a smaller space with an open plan. No longer would they have 19 copies of the same invoice stored in different locations: just one copy, stored electronically, thanks in part, to our Mediaocean systems. With this effort, clients can significantly increase their business without adding printers, copiers, and all the associated cost and waste.
I realize that the world may never be 100% paperless - in some industries, SOX and other audit regulations have killed the 100% paperless office dream. However, in most cases, by using new technology and shedding bad habits, businesses around the world can significantly reduce their reliance on paper and greatly improve their efficiency, reduce costs and waste, and live and work a little bit greener.
Asking around, it seems like we at Mediaocean have made some great progress. And on that note, back to weeding through my files and on to the move! Come see us at our new space – I’ll be the one with the clean desk and the empty drawer!
AD TECH AND MARKETING AUTOMATION HAVE FINALLY COLLIDED
Ad Tech and Marketing Automation software typically have separate workflows, but in recent months, the two have begun to come together via software integration. A huge factor in combining these two comes from the need for marketers to diversify their communications beyond email. Many marketers are moving to advertising to get their message across in different channels.
AS MARKETS PUMMEL AD-TECH STOCKS, APPNEXUS RAISES $60 MILLION
AppNexus has raised almost $60 million in investments, allowing it to postpone going public when ad-tech stocks are doing poorly in the market. This brings the company's total funding to around $200 million and values it at $1.2 billion, with more potential investments on the way.
WHAT TV CEOS TOLD INVESTORS ABOUT THE WEAK AD MARKET
TV CEOs commented on why the ad market has been weak. They explained that telecoms, automotive, and CPG companies are withholding or deferring dollars from the upfront marketplace. They're also selling less and digital video was bigger this year.
WHERE HAVE ALL THE UPFRONT DOLLARS GONE?
Upfront dollar volume for television fell by 6.1 percent this year, but online is suspected to be only part of the answer. Advertisers say it is more likely that TV budget is migrating to an overall video spend that includes everything on the market. By withholding money upfront, there are more opportunities for inventory in the fall and more flexibility for brands than in the upfront market alone.
XAXIS FIGHTS FRAUD WITH MONEY-BACK GUARANTEE FOR BRANDS
WPP's Xaxis is now promising brands that real people are viewing 95% of online ads. Xaxis reviews data to measure if humans have seen their ads before billing clients. By identifying when users have completed CAPTCHA and reviewing data on mouse movements on the screen, Xaxis can identify if ads have reached an actual person.
PROGRAMMATIC ADVERTISING SPREADS QUICKLY DESPITE NAGGING PROBLEMS
About 86% of agencies and 76% of brand marketing execs say their companies are using programmatic for display ads. Programmatic trading is complex and time-consuming and there is also a general lack of understanding about what it is. Despite these problems, programmatic use continues to rise.
Recently, Mediaocean employees volunteered at the Wheels2Water event for the Testaverde Fund for Spinal Cord Injury. The Testarverde Fund arranges a day at the beach to take physically disabled individuals to the ocean to surf. It gives these men and women the opportunity to enjoy the recreational and therapeutic activities associated with water sports and improves the overall quality of life and health.
We arrived on the beach early in the morning – it was a cloudy day and we were hoping that the weather would hold out. There were 25 participants anxiously waiting to surf and a beach full of volunteers eager to start the day. Our group was so diverse and even included a surfer, a model, a teacher, and of course, staff members from various department at Mediaocean. From Mediaocean alone, we had volunteers from many different departments – from developers, to products analysts, to recruiters and support specialists. Although many of us had never worked with each other before, we worked together seamlessly that day.
Together we worked to make sure the surfers were safe and having fun. We spotted the surfers so when they fell off the boards, we were there waiting to help get them back up. We transported them to and from the shoreline in specially designed wheelchairs and helped guide them on the board from the shoreline into the surf, cheering them on as they rode the waves. What an experience! By providing encouragement and assistance for the day, we were able to share our team spirit and unity with everyone at the event.
The correlation between our philanthropy day at the beach and our day-to-day jobs was astonishing. It was almost as if we were at the office working on a project together – we worked together so well. When you put together a group of coworkers, it’s amazing what you can accomplish, both at work and at an event!
While the ocean was slightly chilly the event warmed our hearts. The smiles on the participant’s faces were so bright it overshadowed the cloudy skies. This day was inspiring and fun, and I’m grateful to work for a company that promotes giving back and gives us the day to something so rewarding.