TV viewers today are increasingly fragmented, using multiple devices, services, and subscriptions. Despite the challenges for marketers, this is actually an opportunity to reach audiences who are consuming more TV in deeper, more meaningful ways. Preferring the approach that better meets their needs, rather than perpetuating decades of TV imposing its own demands on them.
Marketers frequently reference the John Wannamaker quote, “Half the money I spend on advertising is wasted; the trouble is, I don't know which half” when talking about their struggle with advertising spend, especially for cross-channel campaigns. But to overcome this, marketers can apply four principles of direct-response to improve their understanding of return on ad spend.
Mediaocean announced today that it has partnered with Rubicon Project (NYSE: RUBI), to offer a global automated guaranteed solution for its direct advertising business.
Mediaocean's Bill Wise features on the recent ATS London panel, discussing the adoption of the SaaS model and the future of the industry.
This installment of the Marketer’s Guide Series provides a review of ad networks, ad exchanges, DSPs, SSPs, and trading desks – all of which are intermediaries in the adtech ecosystem, dealing with the buying and selling of digital media.
Technology is providing opportunities to advertisers that they haven't before. In this video, Michael Palmer, SVP Sales of Optica, explains the trends that are influencing television and providing marketers with more flexibility and automation.
In this interview from Advertising Week, our CEO Bill Wise talks about how programmatic is all about efficiency and storytelling, and not just about RTB and ad exchanges. Hear what he has to say about programmatic and the trends in advertising he's most excited about in this video.
Premium digital media buying has been a surprising laggard in adopting automation. Publishers, agencies, and ad tech vendors share equal responsibility for this.
Advertisers can develop and create inspiring video adverts, but if the timing and delivery of a campaign comes second in the pecking order, they will find the impact of all this effort and creativity is completely lost when the ad goes to air. So how can advertisers enhance the effectiveness of their video ad campaign?