Millennial Measurement; New IAB Video Ads

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Millennial Measurement

Millennial Media and Placed are teaming up to bring measurement tools to mobile. The new product will be called Omni Measurement Solutions and will allow advertisers to measure foot traffic, purchases and impact on high-funnel activities. “The product we’re working on with Millennial Media allows advertisers to track conversions beyond the mobile device itself, and extend measurement into the physical world,” said CEO David Shim of Placed. Look out for an upcoming partnership with comScore as well. Read the release.

New IAB Video Ads

Yesterday, the Interactive Advertising Bureau (IAB) released its IAB Digital Video Rising Stars ad unit style guide and technical specifications for public comment. Included is a new unit called the “Ad Control Bar,” which claims to permit “viewers to engage in multiple ways through an elegant interface that sits just above the player controls.” See it. And read the release.

Programmatic TV

The Drum reports on an interview with Publicis VivaKi Global CEO Frank Voris: “‘Digital TV and the like, as that rolls out and penetration gets deeper, you will see the lower [value] inventory going first, like it did with display, longtail. The premium space is still going to be held by the owners and sold in an experiential way,’ he forecast on the future growth of programmatic buying.” Read more.

Smaller Is Better

The Omnicom-Pubicis agency holding company merger went under the microscope of The New York Times’ Stuart Elliott in a short feature piece yesterday. He quotes Patrick Scullin, an executive creative director with 55-person creative agency Ames Scullin O’Haire, who says, “With Publicis and Omnicom coming together, independent agencies like ourselves are going to be the Davids going up against these Goliaths. I’ve yet to see a ‘process’ result in a better idea.” Read more.

Contracting Agencies

Jack Marshall follows a similar thread to the NYT piece and looks at the programmatic effect on ad agencies in Digiday. He quotes R/GA’s media maven, Tony Effik, who says “larger agencies need to contract if they wish to stay competitive. The way things are, they employ too many people and too many of the wrong people. Scale, he said, just doesn’t mean what it used to mean.” Read more.

Define ‘Programmatic’

In an Adweek interview, new AOL Networks CEO Bob Lord takes a crack at defining “programmatic media”: “It’s automating the mundane activities of matching audiences with inventory. So you have an audience that a marketer wants to get to. You have places that they visit, whether it’s on the Web, mobile or video. And you want to match those audiences up with those advertisers and placements.” Read the interview.

Job Stream

LinkedIn is building out its stream ads by introducing promoted jobs to the feed, according to AllThingsD’s Mike Isaac. Given the success Facebook and Twitter have had with native advertising, it makes sense for LinkedIn to take one of its biggest ad types and put it where people will see it. The new ads will also work for mobile — a huge part of social media advertising growth. Read more.

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