With the growing fusion of sports and pop culture, brands have a broader opportunity to fit themselves into the landscape and create a more personalized experience with their target audience.
Here are three reasons programmatic is failing:
Artificial intelligence is either going to wrest control of advertising and marketing back from the grips of the consumer - or it is going to destroy civilization. At least that's what you might think after reading the tsunami of discourse on AI since CES 2017. But, as with most things, if we fail to learn history, we are doomed to repeat it. AI is not the first technology going to destroy life as we know it.
Ad technology makes it possible for advertisers to reach specific target audiences on Web pages that can hurt an advertisers' own brand. So now "brand safety" is the latest battle cry from our industry, but who is at war? On one side, you have premium publishers and premium advertisers. They have more to gain when content quality and brand safety are the prevailing factors in determining where to run an ad. On the other side sits Facebook, Google and the portals, platforms and exchanges whose success is driven by ad tech. These entities win more ad dollars when audience targeting ...
Recent reports show e-sports has an estimated online audience of 225 million and growing. Brands, media and publishers are chomping at the bit to establish their own e-sports presence, especially as traditional sports viewership numbers continue to decline on TV. But these players need to understand that the audience for e-sports is significantly different from their traditional ones for TV and on digital. More importantly, reaching these e-sports fans will take a new approach that may be inherently outside of their comfort zone and core competency.
We work remotely at my company. I personally bounce between my apartment, my gym, and coffee shops in the neighborhood when I am not meeting with clients. When it comes to coffee shops, Starbucks is the go-to because the Internet connection there is far superior to other coffee places.' The problem is that the Starbucks locales in New York City have become homeless shelters. Their managers can't stop drug-addicted vagrants from taking refuge at tables right next to paying customers. Despite these surroundings, for the price of a cup of coffee you have a place to work with a great ...
With more than two thirds of digital display already being spent in programmatic and growth estimates in the 20%-25% range over the next two years, it's no longer a matter of whether or not programmatic is the right thing to do. Instead, it's a matter of how to do it right. On that front, the problem is we've been leveraging programmatic as a better way to buy media, when in reality, it's a better way to create great advertising. To all the creatives eye rolling at "media is the new creative," sorry, guys (and gals): The reality is, it's true.
The world of digital publishing is constantly evolving. Trends that are hot one minute seem to be passe the next, and the industry is always looking for the next shiny new development that will help grow audience, engagement and ultimately increase sales. Here are a few trends I'm currently keeping an eye on that I believe will stick around for the long term.
My discomfort with programmatic is driven by its similarities with the business model of legacy ad networks. The former was built on the premise of mistruths and arbitraging. By definition, arbitraging means someone is overpaying, someone else is underpaid, and the guy in the middle is overselling. Ad networks did this by using premium publisher logos to sell ad buys and then used garbage inventory from inferior Web sites to fulfill them.
Many have repeatedly warned of the imminent demise of Facebook - whether as a social media network, media company or ad-tech firm. However, time and again, these naysayers have been proven wrong. Whether you love him or hate him, Mark Zuckerberg continues to steer a company that has become a chameleon in what I call our "neo-media" world.