Myles Younger

Articles by Myles All articles by Myles

• Brand Data Becoming Pivotal To Digital Advertising in Marketing Insider on 09/21/2018
  

  With data able to travel a two-way street, digital ad tech ceases to be an end unto itself and must take on a symbiotic role with brand data.

• How Will Digital Advertising Work Now That Privacy Is Here to Stay? in Marketing Insider on 06/05/2018
  

  Ad blockers. Safari Intelligent Tracking Prevention. GDPR. Cambridge Analytica. It's now undeniable: the door is closing on unfettered user-level data and behavioral targeting, and marketers, publishers, and digital ad platforms are being forced to adapt. Yet, marketing budgets aren't going away and digital advertising should continue to thrive, albeit under a different industry mindset. Here are a few predictions on how that might look.

Comments by Myles All comments by Myles

• Digital Ad Marketplaces Don't Work For TV by Dave Morgan (Media Insider on 01/24/2019)
  

  This is awesome. Thanks for baking this all into one piece. One additional aspect I consider when thinking about programmatic TV is that TV spots require EXPONENTIALLY more up-front creative production investment than your typical digital ad creative (e.g., web display ad). The high up-front cost of TV commercial production is then bound to affect the way that agencies and advertisers deploy TV media budgets. With virtually ANY potential production project (whether it be a new iPhone or a new TV commercial), as a business' up-front investment increases, the imperative for future planning (ROI modeling, etc) and risk mitigation increases commensurately. This makes it somewhat untenable to expect advertisers to dump 6, 7, or 8 figures up front into producing TV commercials while on the other hand media cost, reach, etc are a moving target that changes in real time. It turns the whole medium into too much of a gamble (granted, programmatic buying has plenty of techniques to mitigate this, but the basic economic assumptions are clearly in conflict). And the medium of TV itself practically necessitates high creative production cost--this equation can't simply be rebalanced by expecting advertisers to produce "cheaper" commercials just because the media is being bought in real time. Low-budget commercials would be obvious to viewers and would cheapen and undermine the brand, thus negating any reason to invest media dollars in TV in the first place.

• Brand Data Becoming Pivotal To Digital Advertising by Myles Younger (Marketing Insider on 09/21/2018)
  

  James, thanks for the great questions! Instead of trying to cram an answer into the comments, I wrote up my ideas on LinkedIn: https://www.linkedin.com/pulse/why-leveraging-your-first-party-data-hard-what-do-myles-younger/

• The Web Takes Home Repair Services Backwards by Steven Rosenbaum (Media Insider on 02/05/2018)
  

  This is awesome. This is pretty much the challenge with any qualitative web search now (travel, restaurants, all kinds of goods and products, etc). Hotel reviews in particular are astonishingly useless -- half the people say it's a fleabag, half say it's great. As for solutions, not that Angie's List is a silver bullet or free of "pay to play" noise, but it is a curated, paid service. I would expect to see more of this kind of stratification: credulous plebes sift through a fog of paid results and questionable "reviews," while those who can afford it pay a gatekeeper to sift the wheat from the chaff.

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