The Commerce Agency; About Programmatic TV

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Inventing the Commerce Agency

Publicis has teamed with IBM in a bid to place “the transaction” at the heart of its marketing philosophy. The partnership, led by digital agency Publicis Rosetta, will create four commerce hubs with staff trained in IBM’s Smarter Commerce offering. “The go-to-market partnership enables Publicis Groupe to immediately capitalize on an urgent need in the marketplace for a new type of agency partner – a highly specialized commerce agency – that is able to connect CMOs and CIOs of today’s global brands, facilitated by technology to build and optimize the commerce and content ecosystem.” Press release. The news comes a day after Publicis announced it bought agency AR New York. More from Marketwatch.

Examining The Paywall

During the recent Think Commerce Summit, analyst Sucharita Mulpuru presented highlights from Forrester’s “Using ecommerce to Monetize Digital Content in The Media Industry” report. Mobile Commerce Daily tooks notes and discovered that paywall strategies are working: “Media companies have relied on digital more, paid subscriptions, market share and audiences have grown. In fact, more than 50 percent of the media companies surveyed in the study said that mobile and Web have positively affected paid subscriptions. Additionally, 65 percent reported an increase in overall reach, and 60 percent increased their overall advertising revenues.” Read more.

Programmatic TV

On Ad Age, Freewheel CEO Doug Knopper talks about the future of programmatic buying and TV. He’s pessimistic about any confluence: “Programmatic buying is all the rage these days, but don’t expect it to make a big splash with rights-managed TV inventory, at least not in the foreseeable future. Publishers are not going to part with their most valuable content and put it on an exchange or even open it to buy-side technologies like DSPs, which almost entirely value the user with little recognition of the way that an advertising brand and content brand relate.” Read more.

Targeting Mobile Targeting

A collaboration known as “Blogwatcher” between Qualcomm, Recruit and Dentsu says that it has created new mobile device software that provides for improved “geofence and interest profile capabilities” for ad targeting. The release claims: “Click-through rates increased by more than 60% when commercial offers were delivered to end-users using geofences sized 100m or less around the establishments making the offer.” Coming Jan. 2013. Read more. The release notes that the solution known as “Gimbal” is available to all Android and iOS developers at www.gimbal.com.

Mobile Display Fingers

Using data from CMO Council and Insight Express, eMarketer delivers some thoughts (and graphics for your PPT) on mobile display. Conclusion from eMarketer: “The metrics on mobile look good. Mobile clickthrough rates surpass online advertising norms, even when taking into account accidental clicks. And engagement levels with rich media ads have been shown to deliver significant lift to brand metrics.” Thank you, fat fingers. See more.

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RMX 2013

On Yahoo! Right Media’s blog, exec Eran Metzer talks about Right Media Exchange in a Q&A with “Right Media blog.” Right Media blog asks Metzer about what’s in store on RMX for 2013. Metzer appears to address a chief ‘nit’ about RMX – that it remains too hard to work with: “Overall, our focus will always be to make the integration point or media buying process as simple and efficient as possible. In 2013 we will simplify the process of working with other partners on the platform.” Metzer and Right Media blog start taking some personal shots at each other at the end of this one. Hang on tight!

Infographic Thursday

AddThis says it has cobbled together insights on behavioral data from 14 million domains across its sharing network – and created an infographic! See it now.

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