Right Media Forum: Highlights from the Display Advertising Industry Panel

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.

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5 Questions for Brian Prilick of Harrenmedia

November 15th, 2011

Leading Latin American network leverages data, technology with Right Media

In Latin America, many online services networks serve both the supply and demand sides and slug it out in a fiercely competitive market. How did Harrenmedia, one of Latin America’s leading online services networks, break out of the pack? Credit goes to innovative technology, a data-driven strategy, and a closer partnership with Right Media.

Last year, for example, Harrenmedia launched Sniper, a tool that analyzes behavioral and semantic data on the exchange to quickly create specific audience segments. Sniper’s ability to analyze Spanish-language content is unique in the Latin American market, and helps Harrenmedia place its customers’ content in the right locations for the right audiences.

A seatholder since 2008, Harrenmedia has doubled its business on RMX over the last 18 months. It’s also emerged as a leader, innovator and force to reckon with, placing over 10 billion impressions a month, attracting over 330 million unique users, and working with more than 1,000 RMX publishers.

The Right Media Blog spoke with Brian Prilick, co-founder and managing partner of Harrenmedia, about the company’s market, strategy and evolving relationship with Right Media.

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RTB, Mobile and Audience Management Lead the Way at Right Media Forum

November 9th, 2011

2011 key releases and 2012 directions covered at major partner meeting in NYC

Damian Garbaccio, eXelate

The Right Media Forum kicked off with some impressive growth statistics for Right Media Exchange (RMX)—global ad impressions grew 15% over the last 12 months, and global eCPMs grew more than 20% during the same period.

Growth was a recurring theme at the forum, which drew about 150 partners from around the world to New York City on November 7. “We want to be your strategic partner,” said Eran Metzer, co-Head of Right Media, addressing the crowd at the Le Parker Meridien Hotel. “We want to grow with you.” 

Right Media executives and customers discussed three major solution areas aimed at spurring that growth: real-time bidding, audience management and mobile advertising. They covered Right Media’s progress in those markets during 2011, and the new plans for 2012. To learn more, please read on.

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Yahoo!, Microsoft and AOL Announce Advertising Agreements

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.

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Right Media Enhances Capabilities for Rich Media Display Ads

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.

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Yahoo! Announces Agreement to Acquire interclick

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.

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Right Media Launches New Mobile Ad Capabilities

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.

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Publisher News: Help, the Paranoids Are After Me!

October 21st, 2011

Plus: Holiday shoppers go mobile; publishers like real-time bidding; and SEO myths debunked

You’re not paranoid if they’re really watching you: 65% of consumers know they’re being tracked online for advertising and marketing purposes, says a McCann Worldgroup survey. Though 20% say they block it by disabling cookies in their browsers, many told researchers they like Interest-based ads, and some say they even try to manipulate advertisers into sending them ads.

Have yourself a mobile little Christmas: Smartphones and tablets will play a huge role in holiday shopping this year. According to the National Retail Federation, 53% of smartphone owners and 71% of tablet owners say they’ll use those devices to research products, look up retailer information or make a purchase. Consumers say they’ll spend less and focus more on bargain-hunting this holiday season.

Publishers going for real-time bidding and private marketplaces: According to a Rubicon Project survey of 500 publishers worldwide, 44% said they now use real-time bidding to sell online display inventory, and they reported a 20% lift in revenue due to RTB. Private marketplaces appear to be catching on, too: only 10% say they’ve established one, but 35% say they’re planning to.

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Create Custom Audience Segments Faster with Yahoo! Web Analytics

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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Publisher News: Read the Minds of Your Search Consumers

October 10th, 2011

Also: Feds target online swindlers; ad campaigns are dead; better mobile ad metrics needed; and audience-buying basics

You too can read the minds of search consumers: When you search, are you looking for answers, education or inspiration? Those are the three distinct mindsets among search consumers, according to a study by About.com and Latitude, and knowing them could help marketers offer ads and content that most appeal to each type.

“We need to clean up commerce on the Internet.” That’s David Vladeck, head of consumer protection at the Federal Trade Commission, sounding like the Internet’s Elliot Ness. Policing the Web for deceptive ads is an FTC top priority, he said, citing a spate of recent cases against online grifters, swindlers and double-dealers pushing weight-loss, teeth-whitening and acai-berry-diet scams.

Don Draper’s not going to like this: “Ad campaigns are dead,” says Eric Wheeler in Ad Age, killed by the “social consumer” who is much more aware, connected and influential. Power has shifted from brands to consumers, he says, so smart marketers are focusing on how to motivate the customers they acquire to spread the word to others, as opposed to simply closing one transaction.

Better metrics for mobile advertising needed now: The rapid growth of mobile advertising is outrunning the industry’s ability to gauge audience size, ad performance and other crucial metrics, says an Interactive Advertising Bureau study. Filling this urgent need won’t be easy, because the mobile industry is fragmented across channels, devices, browser types and operating systems. Download the study here.

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