RSS FeedArchive for the ‘Marketer’s Note’ Category


The Future of Buying 'TV' Everywhere – What Does That Mean?

joannaoconnelrevised"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research

If you’ve seen the agenda for AdExchanger's upcoming Industry Preview conference in January, you may have noticed that I’ll be giving a presentation on “The Future of Buying ‘TV’ Everywhere.”  In advance of that talk – which will coincide with the release of an underlying research report - I thought I’d give some context on what I plan to address.

Spoiler alert: It’s not going to be research on “TV Everywhere” (notice where the quotes are), “a business model wherein television broadcasters—particularly cable networks, allow their customers to access content from their network through internet-based services—either live or on-demand, as an aspect of their subscription to the service.” (Thanks, Wikipedia.)

It’s going to be about the broader evolution of the buying and selling of sight, sound and motion advertising – whether on a television set, a desktop, a tablet or other handheld device.  Because I think – whether you want to call it “television” or simply “video” advertising – this is the next frontier for programmatic disruption.

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Melissa Parrish Joins AdExchanger Research As Executive Director

melissaparrish"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Melissa Parrish, Executive Director, AdExchanger Research.  

What’s the opposite of growing pains?

If you’re a regular reader of the Marketer’s Note, you’ve undoubtedly noticed that AdExchanger Research has grown from all angles in the past year – hiring more analysts, writing more research and helping more clients with their strategic initiatives. Today marks the next step in that evolution as I’m thrilled to be joining the team as Executive Director.

Before coming to AdExchanger I was VP and Research Director at Forrester Research, where I led a team covering mobile and social marketing as well as emerging technologies such as wearables and Internet of Things. Earlier in my career I held product, strategy and social positions at some fantastic companies like Time Inc., Meetup and Bolt.com.

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ANA Masters of Marketing Recap: Getting Back To Basics In An Era Of Big Data

joannaoconnelrevised"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research.  

I spent several days last week enjoying the inside of a giant hotel in sunny Orlando, Florida, for the ANA’s annual Masters of Marketing conference, the second I’ve attended. As I did last year, I thought I’d share my thoughts on the key themes, not just what I heard explicitly, but what I read between the lines.

I had high hopes for a conference that opened with ANA President Bob Liodice stating, “Terrific marketing isn’t great unless it’s validated by great business results – revenue, influence, social responsibility and more. All the stories you hear will be about growth – mastering brands and driving results.”

Certainly compared with my experience the previous year – where the talk was all about creating individualized relationships to meet the needs of demanding millennials but the bulk of presentations showcased pretty TV commercials – I saw progress. (Bob Liodice explicitly noted in his opening keynote, “Fantastic marketing is about more than terrific TV advertising.”) But, in what felt at times like movement and other times like entrenchment, it struck me as a year of getting back to basics. A sampling of such messages:
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Marketers Should Attack DMP Adoption in Three Phases

"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research.  

Over the past few years, we’ve seen both marketer excitement over, and actual investment in, DMPs grow significantly. Heralded as a “true audience intelligence engine,” the DMPs foundational role is to collect, manage, and activate data that marketers can use to build targetable user profiles and audience segments. But the reality is it’s not plug and play technology: DMPs require strategic focus, data savvy, and operational heavy lifting.

Next week, AdExchanger Research will release a new research report, “Attack Data Management Platform Adoption in Three Phases,” which presents data management platform (DMP) best practices for marketers across three necessary phases of the DMP journey – 1) requirements gathering, 2) vendor selection and 3) deployment.

After speaking to vendors and marketers alike, we found that actively addressing a handful of commonly encountered problems during each phase of rollout will maximize DMP value.  This comment from a VP of marketing at a leading women’s retailer sums it up nicely: “Marketers using a DMP today should think of it as a tool to make existing marketing programs smarter. Expecting out of the box full cross-channel relevance is unrealistic; but over time, if adoption is strategic, the organization is aligned, and the industry keeps moving in the direction it’s headed, [the promise] will become a reality.”

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The 'In-House' Trend: Can It Last?

joannaoconnelrevised"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research.  

In a recent interview with CMO Today, Sir Martin Sorrell, CEO of holding company WPP Group, called the “in house” trend (i.e. marketers moving media buying – driven by the rise programmatic – out of agencies’ hands and inside the walls of marketing organizations), “a temporary phenomenon”, noting, “Our view is after a year or two it will change. I question whether [clients] will be able to apply technology successfully.”

It makes me think of two questions I raised at the end of the recently released research report on this subject, which I share here because they are apropos to Sir Martin’s argument:

What is one’s definition of effective? There is general agreement among marketers choosing the “In-House” path that they can do great work themselves, but a counter-argument that any programmatic shop (or holding company trading desk) would make, which is, frankly, compelling, is, “Can a small, lean group of marketers who are not steeped in programmatic really do better than what we could if given the chance?” Is there a performance trade-off to having one supply manager negotiating rates versus a whole team, or one platform expert versus a whole host of experts, regardless of money saved through fees not paid out? Asks one director of advertising and online marketing at a leading catalog and e-commerce retailer whose organization is currently migrating to a more complete in-house model, “How do you know for sure you can do it better? You don’t. And the arrogance of thinking you can do it better can be risky.”

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Agency Roles Are Changing As Brands Rewrite The Media Playbook

joannaoconnelrevised"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research.  

This week I released my new research report, The “6-5-3” Framework: How to Pick the Right Programmatic Media Management Model, and presented it at yesterday’s Programmatic I/O conference in NYC. I wanted to use a few column inches to share, in brief, what this report is all about.

I’ll start by explaining why I undertook this research in the first place. In the face of the rapidly rising tide of programmatic, the last year has seen a lot of public discussion on the “in-house” question. Namely, are marketers really considering, or actually taking, media management in-house and, if so, why? Like any good researcher would, I set out to find the answer. Twenty-plus interviews (with marketers, agencies and technology companies alike) later, a story began to emerge: Yes, many marketers are rethinking the role of their agencies for media management, and yes, many are thinking long and hard about where media management should in fact live, but to simply note that “all marketers are taking media in-house” is simply not true.

Reality is, as always, so much more complex.

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Answering A Squirrelly Question: 'What Is PII?'

"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research.  

I am thrilled to announce that AdExchanger Research’s report, “Define PII Today to Prepare for the Privacy Demands of the Future,” is available for purchase on our siteas of Wednesday.

This was easily one of the most elusive research projects I’ve worked on as an analyst. And this is why: Defining PII is nearly impossible. When we began discussing the research, Joanna and I hoped this report would live as a reference point for marketers who needed a cut-and-dry definition of PII. How naive we were. Given the complexity of marketing today (thanks to consumers’ uber connectivity, their expectations from us and the proliferation of connected devices), defining something so amorphous and so subject to change quickly revealed itself as overly reductive. Thus, the report transformed into much more.

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The Client-Agency Balancing Act: Efficiency Without Constraint

joannaoconnelrevised"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research.  

Agencies are walking a tightrope. On the one hand, they are asked to be innovative and strategic thinkers and lead their clients toward brilliant marketing solutions; on the other, they are told to be lean, streamlined machines, delivering results cheaper, faster.

I was reminded of this recently while speaking with a global account director from one of the leading holding company shops for my upcoming report, “When and How to Take Programmatic Media Management In-House."

He said:

“Nearly all of the RFPs we are going through are procurement-driven. We end up competing on fees, and guaranteed savings from negotiations, and signing up for a customer relationship where there are high expectations and very lean fees."

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Why I’m Finally Paying Real Attention to Rocket Fuel

joannaoconnelrevised"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger Research.  

I don’t think I am alone in saying that the digital marketing ecosystem has always had mixed feelings about Rocket Fuel.

From a performance standpoint, I’ve heard buyers (whether marketers or agencies) say it’s always been a solid, often great, player. And that matters. A lot. It brings buyers back time and again. From a business model standpoint, however, it’s faced more suspicion and criticism.  As its programmatic media brethren – MediaMath, Turn and the like – have increasingly weaned themselves off of “managed service” deals - programs run, for all intents and purposes, as black box ad network campaigns of old – Rocket Fuel has continued to operate primarily as a managed service company. So while it’s often referred to in the industry as a demand-side platform (DSP), I’ve always argued that this is wrong – a platform that isn’t accessible to the end user for direct management of campaigns is not a true DSP (something I formalized through the DSP Wave several years back, while still an analyst at Forrester). And I’ve not been alone in this sentiment. Calls by agencies and, more importantly, marketers for “transparency” and “control” in their media management get louder by the day.

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Defining PII: A Moving Target

lizziekomar"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research.  

Over the past few weeks, I began conducting research for my upcoming report,  “Defining PII,” a title that is proving overly simplistic, perhaps, as PII (or personally identifiable information) is a complex and unwieldy concept, for the definition of PII is ever-evolving in the face of new technologies and consumer data streams.

It’s impossible to research PII without immersing oneself completely in the study of “privacy.” Even more evolutionary and contextually dependent is the idea of privacy, that which gives us control over what information we share and with whom we share it. And in today’s world of uber-connectivity, privacy has never been more important.

I spoke to a privacy product manager at a large technology company who viewed privacy not only as a competitive advantage, but as the competitive advantage for marketers.“ He said:

“The companies that win in the long term will be the ones that consumers trust the most with their personal information, and as privacy is the basis of trust, determining what privacy means to consumers and adhering to that in all practices, products, and communications is of tantamount importance.”

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