Attention Deficit Reorder: Young Millennials Hyper-Filter, Mono-Task And Disconnect by Joe Mandese

There's some encouraging news about the next generation of media consumers in some new research released this week by MTV. The research, which is part of an ongoing series of studies on the media habits, attitudes and behaviors of Millennials, breaks the generation down into two sub-groups: older ones who are 18-plus, and younger ones ages 14 to 17. Why is this of interest to readers of RTBlog? Because the media habits of the younger ones (which MTV dubs New Millennials) are markedly different in terms of how and when they consume media. Yes, they are as real-time connected as ...Read the whole story

  • Xaxis Taps Yahoo's Pan For Taiwan by Joe Mandese

    GroupM agency trading desk Xaxis this morning named former Yahoo exec K.C. Pan general manager of its new branch in Taiwan. The move follows the recent launch of a Hong Kong office, and the disclosure by global chief Brian Lesser that Xaxis has a voracious global expansion plan that includes a rapid rollout in Asia. ...Read the whole story

  • FourthWall's Direct Embed Television Tech Awarded Patent by Tyler Loechner

    Even television advertising isn't immune to the pull of real-time ad tech. FourthWall Media, a Virginia-based TV ad solutions provider, has been awarded a patent for its Dynamic Application Insertion Technology. The technology allows targeting data and applications to be directly embedded into a video stream as opposed to being pre-downloaded to the "set-top box." Essentially, the patented technology allows for real-time targeting on television. ...Read the whole story

  • Nexage Ups Transparency On Exchange For Buyers And Sellers by Tyler Loechner

    Premium mobile ad exchange Nexage today announced three transparency upgrades geared towards both the buy and sell side. In an interview with RTM Daily, Victor Milligan, chief marketing officer of Nexage, said that while transparency is an issue in any medium, it's "extraordinarily important to the programmatic markets." Two of the upgrades - aggregate reporting and advertiser-level performance measurements - are focused on the publishers. Milligan said that the advertiser reporting is part of the larger issue of brand safety and brand affiliation. "This gives the publisher exposure to whose actually advertising on their site," he said. ...Read the whole story

  • Millennial Expands Video Ad Options by Mark Walsh

    Mobile ad network Millennial Media is stepping up its video ad offerings with the launch of a new set of ad units combining video and rich media that will run within smartphone and tablet apps. The nine new ad formats can be customized with different interactive and social features and will automatically display in landscape or portrait mode according to the orientation of the screen. ...Read the whole story

Around The Net

How To Create Real-Time Video: Five Things Brands Should Do by Eric Korsh

As apps like Vine and Snapchat take their place alongside Instagram, real-time video is emerging as a necessary tactic. I've written before about the different ways marketers can use it to their advantage. But most brands and agencies aren't really built to operate at the speed of relevance. Below I've outlined five key things that marketers can do to help increase their ability to create real-time relevance in video content. They're broken up into process and philosophy, because both are required. ...More

  • The 'Other CMO' by Tyler Loechner

    CMO. It stands for Chief Marketing Officer, right? Well, usually, yes, but Martin Smith, VP of business development at TruEffect, wrote on CMO.com that it needs a second meaning: Chief Measurement Officer. He also argued that everyone needs the "other CMO;" someone in charge of actually doing something with all of that big data and consumer information. ...More

  • Mobile RTB - What's Next? by Tyler Loechner

    Mobile real-time bidding (RTB) has come on strong over the past 12 months, and Adotas has defined the four basic components of mobile RTB, how it can be put to work, and what role real-time predictive targeting can play. Adotas wrote, "Recently, we have seen predictive modeling in RTB moving well beyond static activities, such as segmenting and simple retargeting campaigns, toward predictive targeting and real-time decisions." ...More

  • The Problem With 'Programmatic' by Jonathon Shaevitz

    As a follow-up to my previous article on "The Premise of Programmatic," I'd like to discuss some of the key problems of programmatic advertising and how they prevent the expansion of the quality and size of the overall market for programmatic transactions. ...More