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Right Media Forum: Highlights from the Display Advertising Industry Panel

Tuesday, November 22nd, 2011

Experts give views on budgets, metrics, creative canvas and more

A highlight of the Right Media Forum, held Nov. 7 in New York City, was the Display Advertising Industry Panel, which featured industry experts from the demand and supply sides who answered a wide range of questions posed by the moderator, James Heckman, Yahoo! SVP Strategy and Emerging Business.

Quentin George, IPG Mediabrands

The panelists were:

  • Quentin George, Chief Innovations Officer, IPG Mediabrands
  • David Jacobs, SVP Publisher Services, Advertising.com
  • Josh Jacobs, President, Accuen
  • Hardeep Bindra, VP and Co-Lead, Right Media

Here are some of the topics covered and insights shared in the 45-minute discussion.

Shifting budgets in digital marketing

Advertising budgets are shifting as greater emphasis is put on audience targeting, said Heckman. He then asked the panel, is this trend going to continue until no ad is served or funded without a targeting element?

Right Media is clearly seeing a movement from impression-based buying to audience-based buying, said Hardeep Bindra of Right Media. “I definitely think it’s a growing trend, it’s here to stay, and it’s starting to define how budgets get allocated long term,” he said.

(more…)

Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News, Uncategorized | No Comments »



Yahoo!, Microsoft and AOL Announce Advertising Agreements

Tuesday, November 8th, 2011

Agreements allows three media powers to buy and sell each other’s inventory

Yahoo!, AOL and Microsoft today announced agreements to offer each other’s premium non-reserved online display inventory to their respective advertising customers.  By early 2012, Yahoo!, Microsoft, and AOL expect to have the opportunity to access each other’s non-reserved inventory to achieve the benefits of scale and efficiency.

“We’re thrilled to partner with Microsoft and AOL and bring to market what we believe will be a more efficient, effective and more effortless way to access true premium inventory and formats,” says Ross Levinsohn, Yahoo! EVP of the Americas. “There has a been a significant shift in how inventory is bought and sold, and we’re now 100% focused on controlling our own destiny, working directly with marketers and agencies and driving better returns for our advertising partners.”

The announcement underscores Yahoo!’s commitment to growth and innovation in the performance display advertising space. To read the full story, please go to the Yahoo Advertising Blog.

Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News | No Comments »



Right Media Enhances Capabilities for Rich Media Display Ads

Thursday, November 3rd, 2011

Part of an ongoing series of tips and features for Right Media Exchange members

Like an NFL receiver celebrating a touchdown, an ad that bursts out of its borders and romps across the page definitely wants to be noticed. Expandable ads do grab your attention, but they’re more than flashy. In a PointRoll study, expandables outperformed static ads in every category, including search, brand engagement and site visitations. How’s that for substance?

Seatholders have long been able to run expandables and other rich media ads on Right Media Exchange (RMX). Today, Right Media announces enhanced capabilities designed to make running them easier and safer.

A key enhancement is a unique safety feature called a SAFEE wrapper, with allows seatholders to display expandables in a container that helps protect the publisher’s content from the possibility of malicious code being downloaded during the ad-serving process.

SAFEE is designed to help improve ad security while minimizing impact on advertisers, and to help protect and maintain revenue for RMX partners. To learn more about this and other key enhancements for expandables, please read on.

(more…)

Posted in Ad Networks, Advertisers, Agencies, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News, Technology, Uncategorized | 1 Comment »



Yahoo! Announces Agreement to Acquire interclick

Tuesday, November 1st, 2011

The pending acquisition will bring top sales team and audience-targeting technology to Yahoo!

As the online marketplace grows larger and more complex, it’s harder for marketers to find and target the right audiences for their messages. Yahoo! continues its commitment to investment in the performance display space by agreeing to acquire interclick, a technology company that provides solutions for data-driven advertising and brings audience-targeting technology that’s tailored to work in large, diverse markets.

“Interclick’s innovative platform will allow Yahoo! to expand its targeting and data capabilities to deliver campaigns with stronger performance metrics,” said Wayne Powers, SVP, Advertising Sales for Yahoo!’s North America region.  “When the acquisition closes, interclick’s technology and team expertise, combined with Yahoo!’s scale and advertising leadership, will deliver a powerful solution for marketers.”

To read more, please visit the Yahoo! Advertising Blog.

Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News | No Comments »



Right Media Launches New Mobile Ad Capabilities

Monday, October 24th, 2011

Seat holders can now buy and sell mobile ads on the Right Media Exchange platform

Right Media is launching new features that will allow seat holders to buy and sell mobile ads for smartphone and tablet browsers on the same platform they now use for PC display advertising.

Already the leading exchange for online ad inventory with more than 300,000 buyers and sellers, these new features make Right Media the leading exchange for buying and selling premium mobile inventory, too.

Right Media advertisers will now gain wider access to premium mobile inventory, and sellers will be able to work with a broader range of advertisers and ad networks.

(more…)

Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange | No Comments »



Create Custom Audience Segments Faster with Yahoo! Web Analytics

Monday, October 17th, 2011

Right Media invites seat holders to join a pilot program for audience-sharing solutions

“Ready, fire, aim” is not going to win you any marksmanship medals, and it’s not the best way to target your online ad campaigns, either. To precisely target your desired audience, start by using your site data to create customized audience segments through Yahoo! Web Analytics’ audience-definition capabilities. Then use those segments for your own campaigns or monetize them through audience sharing on Right Media Exchange, and you’ll improve your chances of hitting your targets.

Right Media is making segmentation faster and easier by expanding its audience-management capabilities with Yahoo! Web Analytics, a proven solution that can be quickly deployed across websites to help capture detailed user information and create customized audience segments.

As a seat holder on RMX, you can play a key role in fine-tuning the solution by participating in the Yahoo! Web Analytics pilot program. Participation is limited and awarded on a first-come, first-serve basis. Interested?  Please reach out to your partner manager for additional details.

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Posted in Ad Networks, Advertisers, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange | No Comments »



Segment Your Audiences for Retargeting and Revenue

Wednesday, October 5th, 2011

Part of an ongoing series of tips and features for Right Media Exchange members

When you get nine billion ad impressions a day, as the Right Media Exchange does, you also get mountains of data on content consumption and consumer behavior–and that provides a major opportunity for RMX members.

When that data is collected, organized and segmented, RM seat holders can use it to more precisely target new campaigns, and to retarget and optimize existing campaigns. Plus, they can monetize their audience segments directly or through audience sharing on RMX to other seat holders.

If the potential to use more powerful targeting gets your heart beating a little faster, you’re not alone. In a May 2011 eMarketer study of advertisers and agencies 44% said that better targeting would increase their online ad spending, and 32% said they’d spend more if it were easier to target valuable audiences. 

Ready to take the next step in precisely targeting your audience? Here are four steps to get you started on segmenting your data and putting it to work for you on RMX.

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Posted in Ad Networks, Agencies, Audience Sharing, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News | 1 Comment »



Publisher News: Time for Small- and Mid-Sized Businesses to Go Bigger with Mobile Ads

Friday, September 23rd, 2011

Also: Secrets of Android users; rip out that dumb digital plumbing; now context is king

Mobile isn’t just for big brands anymore: Local mobile advertising will jump from $404 million in 2010 to $2.8 billion in 2015—but today, local mobile ads are driven by national advertisers. It’s time for small and mid-sized businesses to get on board, and Craig Hagopian of ClickZ has some pointers.

Inside the world of Android users: As a die-hard iPhone guy, I’m troubled by one thing in this cool infographic on Android mobile phone use and demographics—and it’s that Android’s market share is 39% versus iPhone’s 28%. Other findings: Android users are 10% more likely to be male, 71% more likely to have never travelled outside their native country, and like watching “Louie” on TV (ok, they’re not all bad).

Time to redo your “dumb” digital plumbing: Jay Sears of Ad Age Digital says that online advertising is about to split into two camps—those with “smart” digital plumbing, who leverage real-time bidding and tight coordination across their supply chains; and those with “dumb” plumbing who rely on hit-and-miss targeting techniques across “dark pools of inventory.” Here’s how to get smart.

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Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange | 1 Comment »



Buying or Selling Premium Inventory? Try Private Marketplaces

Thursday, September 8th, 2011

Part of an ongoing series of tips and features for Right Media Exchange members

Premium online inventory—lots of Right Media publishers and networks have it, and lots of RMX advertisers want to buy it. In an exchange, how can you quickly match those buyers and sellers?

Easy. The answer is private marketplaces, where suppliers of premium inventory can deal more directly with buyers in a semi-transparent business environment within RMX.

Private marketplaces allow publishers and networks to differentiate and categorize their supply, and negotiate prices for different types of inventory. They benefit advertisers too, allowing them to zero in on the types of inventory they want, including coveted premium sites.

Private marketplaces are easy to set up and run on RMX. Here’s how to get up and running.

(more…)

Posted in Ad Networks, Advertisers, Demand-Side Platforms, Publishers, Right Media Exchange | No Comments »



SEMs are the Next Frontier for RMX

Thursday, July 22nd, 2010

At Right Media, we’re very focused on finding new ways to research, plan, target and measure digital media so we can help speed the flow of ad spending online. Our demand-side platform (DSP) pilot, launched earlier this spring, represents one of the ways we are leveraging Yahoo!’s unique offering of science, art and scale to deliver on the promise of audience-based buying.

The Right Media Open concluded yesterday with some exciting news about the program, further underscoring our commitment to innovation and the rapidly evolving business models that our members are building upon the Exchange.  The pilot has helped advance client business while protecting consumer concerns and has provided marketers with more opportunity for investment in digital buys across Yahoo!. Right Media has opened the door to select Exchange publishers, including Demand Media, and provided insights into market segments which could benefit from becoming Exchange intermediaries.

Yahoo! has worked closely with DSP leaders, including Invite Media, MediaMath, Data Xu, Turn and X+1 and new partners Adchemy and MIG to establish best practices in audience buying for clients.  Early results show that during Q1, DSP partners spend and impressions have grown and eCPM is now higher than other exchange spenders.  Additionally, agency partners have shown material media investment growth in Yahoo! Q1 year-over year.  Finally, DSPs are now taking a much greater share of inventory with a growth in eCPMs and there has been a growth in DSP spend on Yahoo! inventory in comparison to a decline in ad network spend.

We have also found that as search and display businesses move closer together, search-engine marketing (SEM) companies represent the next phase of demand enablement strategy for the Exchange.  Valuable search data can inform display buys, allowing for search and audience-based bidding as well as the ability to serve search creative.  To facilitate this convergence, Right Media and Yahoo! are creating a program with leading SEM firms, including Innovation Interactive, Kenshoo and Marin Software to offer this additional value to clients.  We also plan to work with Efficient Frontier, a performance marketing company that provides SEM services.   This program will enable real-time bidding (RTB) across select Right Media Exchange (RMX) publishers, including Yahoo! and select publishers, including Demand Media; leveraging of data and insights with a clear usage, rights and consumer privacy framework for SEMs  intent on leveraging their audience insights to collaborate more closely on search and display advertising; and collaboration on creative best practices and the coordination of search and display advertising in regards to pricing strategy, attribution and measurement, and infrastructure.

—Ramsey McGrory, VP, North American Marketplaces and Head of the Right Media Exchange

Posted in Demand-Side Platforms, Events, Right Media Exchange, Right Media News, Search, Technology | No Comments »



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