What should marketers be wary of when working with DSPs? Panelists stressed that DSP partners should be explain clearly the rationale behind their bidding strategy and how it fits campaign objectives. If they can't do that "it's a big red flag," said Turn's David Simon. Vik Kathuria, a managing partner at Mediacom, added it's also important to make sure the DSP is using appropriate attibution models that fit with campaign goals. Another piece of advice was not to use multiple DSPs at one time for a campaing to avoid conflicts. Just stick with one you have a trusted relationship with.
The final panel of the day at OMMA Display looks at what real-time bidding (RTB) really brings to the table, all hype aside. So what good is it? According to a panel of agency executives and online ad platforms, RTB's chief benefits include bringing operational and pricing efficiencies, attribution and targeting precision. "If you see a user that valuable to you, you can buy that user. Everything else is a proxy," said David Simon, director of business development at Turn. "That's to me what RTB offers that no other media tactic delivers." Chris Hansen, president of NetMining added that while …
That's how the RTB (or real-time bidding) panel at OMMA Display sized things up.
Jeff Einstein of the Brothers Einstein is playing the role o fAndy Rooney of the afternoon's social media panel. He calls Facebook, like every other online ad intermediary before it, the "wrong model for the wrong medium." He argues that you can capture people's attention as they go from one place to another online is off-base. "The last thing you want is to be interrupted in that journey," he said. He recommends a return to advertising geared to destinations where people are more likely to be in lean-back mode similar to TV. "Nobody goes anywhere for the ads." Hard to …
Where can brands achieve scalable reach? With the fragmentation of TV viewers, they're looking for it online, according to Jeff Einstein, one half of creative strategy and branding boutique The Brothers Einstein.
The OMMA Display gorilla panel took an interesting turn when Einstein Brothers' Jeff Einstein suggested that the real problem with media -- particularly online, and even social media -- is that it can’t deliver the kind of scalable reach that television historically has.
Where does social media fit into the online ad landscape, and how do marketers determine ROI when it comes to attracting Likes and followers? A panel of mostly agency types including MEC, Deep Focus and Big Fuel executives placed social media somewhere between display and search. That's because it combines the direct response, transactional model of search with the targeting by social actions that's more in line with traditional display ads. "You're trying to drive direct action but based on all these layers of social targeting rather than intent," noted MEC managing partner Adam Schlachter. Deep Focus CEO Ian Schafer …
The big debate on the big "Gorilla" (you know, Facebook) panel at OMMA Display is what the difference is between conventional online display and Facebook's version of it.
Gridley said social media and mobile are the two ad areas "on steroids" in terms of growth and represent tremendous opportunities in relation to measurement solutions. More than half of mobile campaigns, for instance, don't have any measurement, opening the door to emerging technologies for tracking ad effectiveness in the medium. Cross-channel measurement is another area ripe for innovation because all media and device are now Internet-enabled. For companies coming up with metrics offerings, scale and showing successful case studies are key to gaining credibility with potential buyers.
Leading off the afternoon sessions, Linda Gridley, President and CEO of Gridley & Co. highlighted the critical role M&A has played in shaping the growth of online measurement between 2000 and 2008, as offline companies bought online ones, proprietary data sets became sought after and mobile measurement capability became increasingly important. Demand for companies providing real time measurement have also helped to drive M&A activity. Over the next 12 months she predicts more M&A activity in the area of digital measurement. The biggest acquirers are likely to include the likes of comScore, Nielsen, IBM and Adobe, among others.