Programmatic v. Direct? It’s Not Either/Or

Like you, we at ZEDO read all the trades every day, and we’re always amused by the constant hyperbole: programmatic buying, or RTB , is destroying premium placements. Branded content, or native ads, are the only salvation for publishers. Media buying based on personal relationships has gone away. Only ads in social streams really draw response.  You’ve seen all these arguments.

As usual, some of them are partly true, and much of  them are not. It’s never an either/or situation for either brands or publishers. The fact of the matter is that many different kinds of ad buying should and do co-exist. First of all, not every ad is a performance ad. Many brands simply want their advertising to provide “brand lift,” and others just want constant top of mind awareness. After all, we don’t buy a new car every day, but when we do each manufacturer wants us to think of its brand as the most highly rated, the most cost-efficient, the safest. For that, they will use high impact to create awareness and also use RTB to buy retargeting to interested users for weeks following the high impact.

Brand lift ads are the most suitable for direct selling at premium CPMs. They sell especially well if they are interactive, contain video that can be expanded to full screen by the viewer, slide on and off the page only when the viewer is present, or shuffle among several ads in the same space.

Our publisher partners have given us the research to prove these points. While we do serve ads globally , run an exchange,   and provide the tools for self-service selling, the publishers who reap the highest revenues are the ones that combine programmatic with premium: they reserve some of their inventory for direct sales at higher CPMs.

We have to remember that algorithms can accomplish a lot, but not everything. We are still in a period of transition, and as we continue to generate better and better data about our customers, we’ll know more about which placements can and should be premium. At the same time, brands are learning more about their customers, and will know what’s the most valuable place for them to be seen. Context will also be important here.

None of this is happening over night, and to discount the revenue possibilities of direct selling is to write off money well before its time.

Tablet Growth Exceeds Expectations Again

At this time of year, everyone is making predications for 2013. Instead of stating the obvious — mobile will surge– we will look back to last May, when we predicted that the preferred mobile format for reading on the internet would be the tablet rather than the handset. Of course we didn’t know then that there would be a next gen retina display iPad, a Nexus 7, a Windows Surface, and an iPad Mini, any one of which could cause a big increase in mobile readers.

But indeed we got all of them within a six-month period, so it’s not surprising that IDC’s latest survey says tablets have grown faster than handsets this year, for the first time in history.

Moreover, this isn’t going to change any time soon.

IDC says it’s the competition in the space that led it to to increase its 2012 forecast for the worldwide tablet market to 122.3 million, up from its previous forecast of 117.1 million units. In the latest forecast update of the Worldwide Quarterly Tablet Tracker, IDC also raised its 2013 forecast number to 172.4 million units, up from 165.9 million units. And by 2016 worldwide shipments should reach 282.7 million units, up from a previous forecast of 261.4 million units.

It doesn’t hurt that the prices on tablets are coming down, and indeed some tablets cost just about the same amount as a new smartphone (although the phones continue to be subsidized.)

Also from IDC’s press release comes a shift in market splits: just like in the handset space, Android is catching up. IDC expects “Android’s worldwide tablet share to increase from 39.8% in 2011 to 42.7% for the full year of 2012. During that same time Apple’s share will slip from 56.3% in 2011 to 53.8% in 2012. Long term, IDC predicts Windows-based tablets (including Windows 8 and Windows RT) will grab share from both iOS and Android, growing from 1% of the market in 2011 to 2.9% in 2012, on its way to 10.2% in 2016.”

Android appeals to the lower end of the market, and to people in emerging markets, because of its lower price.

ZEDO is device agnostic; we can produce viewable impressions on the platform of your choice:-)

Enhanced by Zemanta

A New Suite of Offerings From ZEDO

Whenever we speak to prospects and customers, we find an interesting challenge — or shall we say opportunity?

Because ZEDO has done so much new development over the past two years, many people who think they know us — customers, vendors, even partners — do not know all the things we do. All they know is what they buy for us, and they are often unaware of what else we have to offer that they might use. We’re going to change that next year.

About two years ago, we expanded from being an ad server to offering a full suite of  outsourced ad ops and revenue enhancement products. This expansion came as a result of requests from publisher partners who realized our technology and our customer service could do more to help them than just serve ads.

We have always been a partner to publishers, and we’ve been with them through their disturbing roller coaster ride from print to digital over the past thirteen years since we were founded in 1999. We’ve been focused on helping them make the change without sacrificing their readers or revenues. It hasn’t been easy, but we’ve tried to stay ahead of the changes for them and be there to guide them down new, more productive paths to revenue.

And then this year, we decided that we had to come to grips with our responsibility to help both ends of the ecosystem — the advertiser as well as the publisher.  We realized that the proliferation of middle men in the system between brands and publishers has caused a decline in eCPMS  on the publisher side and a similar decline in ROI on the brand side.

Tablets and mobile have made this problem a larger one than ever, because many site visitors use multiple screens to visit their favorite sites. So we brought out a suite of high impact ad formats that work on tablets as well as PCs. These formats satisfy the new metrics for viewable impressions, and provide compelling new real estate for our publisher partners to sell direct — as premium inventory, not remnant.

On the other side of the table sit the brands, looking for ways to buy media that is finely targeted, brand safe, and effective. Most of their media buyers are confused by all the intermediaries between then and the sites they’d like their brands to appear on. So for large agencies and holding companies, we’ve created a white label direct pipe from the media buying departments to our publisher partners, allowing them to set the standards and terms for their media buys, and removing the intermediaries that raise their costs.

We’re in the process of making a visualization of our product offerings that we will use in all our communications. Stay tuned, and in the mean time, ask us what we have especially for your needs.



Enhanced by Zemanta

New Trends in Media Buying


Like  the publishing world, which is dividing inventory between high impact  advertising opportunities and standard banners sold as a commodity, the agency world seems to be separating into two media-buying camps: video and non video.

For video campaigns, particularly brand campaigns, our high impact advertising formats are proving to be of much interest. Also, our direct pipe product is useful, because it can give agencies a white label platform from which to  buy these formats. This is good for both the agencies and their clients, who are looking for new innovative ways to advertise their brands.

Right now, advertisers are seeing a shortage of pre-roll inventory, so our click-to-full-screen video ads which offer an immediate expansion in the amount of video inventory a premium publisher has are popular. Both advertisers and their clients are reacting very favorably to this format – with many starting to prefer them to pre-rolls that run in a smaller screen area.

These ads can be sold by publishers – by their own direct sales force. Every premium publisher can also be part of an inventory pool sold through our direct pipe at a price decided by the publisher or publisher sales reps. Our priority is that the publishers sell via their direct sales teams of course – as they do that very well.

The other side of the media buying world includes standard banners sold via RTB options that are favored by media buyers who just want  to buy the most advertising they can at the lowest possible price. Unfortunately even with great targeting this type of inventory has a tendency to be a commodity, and make it difficult for advertisers’  brands to stand out.

We think, from our own industry vantage point (and we offer both alternatives), that the ecommerce sites with retargeting campaigns will always prefer buying standard banners from exchanges. However advertisers with brands to build will prefer buying directly from premium in order to control where their brands appear, what value they negotiate for their advertising dollars and to better access unique high impact advertising opportunities. The solution that is great for retargeting for an  ecommerce site may not be great for an automotive brand launching a new car.



Enhanced by Zemanta

Nielsen’s Press Release on ZEDO Partnership

Nielsen Online Campaign Ratings Expands Footprint Across 15 Online Ad Platforms

New York, NY – September 19, 2012 – Nielsen, a global provider of information and insights into what consumers watch and buy, today announced an expansive business and thought leadership initiative with more than a dozen of the industry’s leading online ad platforms. The Nielsen Online Campaign RatingsTM initiative is the first to align a number of top online ad platforms—key drivers in the online advertising ecosystem—behind Nielsen’s online audience reach standard.

Participants of the initiative are integrating Nielsen Online Campaign Ratings into their platforms and delivering the metrics directly to their clients. Connecting to Nielsen Online Campaign Ratings data through an application programming interface (API) allows the ad platforms to facilitate seamless and accurate operations and differentiate their offerings through Nielsen Campaign Ratings-fueled measurement. Ad platforms can also enable their clients to use Nielsen Online Campaign Ratings to improve their ability to set up audience guarantees. The 15 participating ad platforms include the following:

  • AudienceScience
  • DataXu
  • FreeWheel
  • Innovid
  • Jivox Corporation
  • LiveRail Inc.
  • SET
  • TubeMogul
  • Turn
  • VideoHub®
  • Videology
  • ZEDO

Nielsen has made significant inroads with ad platforms since launching Nielsen Online Campaign Ratings in 2011, beginning with VideoHub, which became the first online video advertising platform to integrate Nielsen Online Campaign Ratings data last December. Numerous ad platforms are now leveraging Nielsen Online Campaign Ratings in a variety of ways – from planning to in-flight campaign optimization to campaign analysis.

“Nielsen Online Campaign Ratings provides the kind of trusted, TV-comparable online data that our customers want, so we’ve embedded access to the data within our products with an ‘always-on’ policy that allows our clients to use it throughout the buying process – for planning, in-flight optimization and post-campaign evaluation,” said Vijay Rao, Vice President of Client Strategy at   “Nielsen Online Campaign Ratings is a key data source for our customers in both the Platform and the Marketplace, where 48 of the 50 largest brand spenders buy video.”

“We support all innovation that facilitates cross-platform measurement, and ultimately allows advertisers to better evaluate performance across their entire media campaign,” said Scott Ferber, Chairman and CEO, Videology. “Nielsen Online Campaign Ratings is a tremendous step forward in providing buyers and planners a consistent measurement metric for both traditional and digital media, and illustrates the rapidly growing demand for cross-screen convergence. As such, we have integrated Nielsen Online Campaign Ratings into all aspects of our planning, decision-making and measurement systems, to enhance advertisers’ ability to consistently reach their optimal audience based on Nielsen reporting.”

“We believe it’s critically important that marketers tie GRP data directly to the effectiveness of their advertising,” said Anthony Risicato, General Manager of VideoHub. “Now, with VideoHub, marketers have a platform to measure their ratings and also know if/where/why those ratings are having an impact – in real-time, anywhere they are running video campaigns. This joint effort has been a catalyst for true innovation across brands, agencies and publishers. Together, we’re measuring what matters.”

“The platforms that sit between the buy and sell sides are the nerve-center of online advertising, where advertisers and publishers extract the maximum mileage out of their spend and inventory respectively,” said Amit Seth, Executive Vice President, Global Media Products for Nielsen. “We understand the powerful role these platforms play and are excited to work together to integrate Nielsen’s industry standard metrics into what they deliver to their clients. Nielsen Campaign Ratings’ highly accurate metrics will enable advertisers and publishers to better optimize throughout a campaign and reach their true audience with each and every ad.”

Nielsen expects to deliver case studies and other insights derived from this initiative to the marketplace beginning this fall.

About Nielsen Campaign Ratings

Nielsen Campaign Ratings delivers clients comprehensive, comparable metrics for TV and online advertising campaigns. Part of the Nielsen Campaign Ratings product suite, Nielsen Online Campaign Ratings combines Nielsen’s Cross-Platform Homes panel data with aggregated, anonymous, privacy-protected demographic information from participating online data providers. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to agencies, advertisers and publishers. Nielsen Cross-Platform Campaign Ratings, also part of the suite, draws upon Nielsen Online Campaign Ratings as well as Nielsen’s proprietary TV data to deliver unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information,

Enhanced by Zemanta

A Call for Better Creative in Online Advertising

A while ago, ZEDO’s marketing team had a discussion about the new possibilities for our high impact formats. We thought about sponsoring a contest to encourage creative directors to exercise their talents on some of these formats, because they guarantee 99% viewable impressions but they don’t necessarily guarantee conversions.

Why? Because brand lift and conversions require something more than great formats that produce oohs and aahs over the engineering that created them. They also require great content.

This morning a post by Jason Lehmbeck caught my attention:

The first wave of online ad innovation has enabled marketers to buy and trade consumers like pork bellies. Marketers can now reach consumers anywhere: at work, in their living rooms, in their cars — even in their bathrooms. But when it comes to advertising, the Internet revolution has largely overlooked the most important piece of the marketing equation: the ad itself.

Lehmbeck goes on to say that advertisers have swung too far to the “tech” end of ad tech. Now we have to go back to the “ad” part. We’ve got the analytics, but there will be nothing to analyze if we create and place ads mechanically without engaging the consumer. We’ve got to go back to connecting the formats to the content, and giving the consumer an educational, entertaining, and informative experience.

There’s no better way to do this than on-screen video. Consumers are watching online video in every format from the smart phone to the web-connected TV. This means online advertising can now be as effective as TV advertising — with the right creative.  Our new full-screen video formats that take existing TV ads and transfer them to online and mobile instances can deliver the results advertisers want, using the tools they perfected years ago.

It is time for advertisers to go back to what they do best: create great ads.  Let this be a challenge to you. If you can create them, we can get them seen.

ZEDO Integrates comScore Validation Tools for Online Video Campaigns


comScore vCE for Video Can Now Include Viewability in Addition to Audience Validation for Online Video Market, Improving Cross-Media Integration with TV


RESTON, VA, October 1, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the global introduction of validated Campaign Essentials™ (vCE) for Video, which measures GRPs, demographics and behavioral profiles of  audiences reached by video campaigns, as well as the extent to which video ads were actually viewable by consumers. This innovative new solution builds on comScore’s existing video campaign measurement capability, which has been used extensively by clients over the past three years. By introducing comScore’s video validation technology, vCE Video now also delivers unique insight on whether the video ad was actually seen by a real viewer, bringing these metrics into closer alignment with TV based on a similar ‘opportunity to see’ standard.


“comScore is delighted to announce the availability of vCE Video, delivering a solution for the growing need in our industry to better align video campaign measurement with TV through the validated GRP,” said Anne Hunter, Senior Vice President, Advertising Effectiveness Products at comScore. “Our extensive work to date measuring online video has shown it to be an extremely effective advertising platform, especially at reaching younger audience targets. But the introduction of viewability measurement provides an important new level of validation that significantly improves the ability to quantify the impact of video ads. These new insights bring enhanced transparency and accountability for advertisers and agencies and promise to improve the monetization opportunities for publishers, while also allowing for the seamless integration of online video with TV in cross-media campaigns.”


More than 120 advertisers and agencies and 80 publishers in 28 countries have conducted digital campaign measurement with comScore vCE, which received MRC accreditation in August for campaign verification. vCE Video is available on a global basis, and has the strong support of a broad range of leading partners, including Accordant Media,, Adconion, AdJuggler, Ad-Juster, Inc., AdoTube, AOL, Casale Media, Centro, Comcast Media 360, CPX Interactive, DataXu, Extreme Reach, Firefly Video, FreeWheel, Innovid, Jivox, LiveRail, MediaMath, Mediaplex, PointRoll, Solve Media, SpotXChange, TubeMogul, Turn, Unanimis, Undertone, Videology, VINDICO, and ZEDO.


vCE Video Product Details

vCE Video provides both traditional audience measurement of video ad campaigns, as well as validated measurement. comScore’s traditional campaign measurement includes Reach, Frequency, Gross Rating Points (GRPs) and Target Rating Points (TRPs) based on impressions. Validated video reporting metrics – validated Reach and Frequency, validated Gross Ratings Points (vGRP’s) and validated Target Rating Points (vTRPs) – provide a better accounting of which consumers can actually be influenced by the ad’s content because they viewed it.
vCE Video’s reporting capabilities are designed to be compatible with TV campaign measurement, including overnight reporting of audience demographics and integration with comScore’s new multi-platform audience data that includes TV. Available demographics for vCE Video include age, gender, household income, household size, race, and ethnicity in the U.S. and vary in other countries according to local demographic reporting standards. Video campaigns can also be measured against more than 70 different behavioral segments on a global basis, allowing advertisers to understand the impact of viewed impressions on segments of people with similar behaviors, such as auto, food or travel enthusiasts. vCE Video reporting metrics can also be combined with other digital campaigns involving display and rich media to provide an unduplicated view of audiences across multiple ad formats.


comScore will work with Making Measurement Make Sense (3MS) and other industry bodies as viewability standards for video measurement continue to evolve. Until official industry standards are adopted, comScore will work with clients around mutually agreed-upon standards.


Leading Video Platforms & Media Companies Highlight Benefits of comScore vCE Video

“To get the best measure of campaign performance, buyers need insights that tell them which ads have the greatest opportunity to reach and impact the viewer. Improvements in campaign reporting like comScore’s vCE Video enable those insights. It’s this type of innovation that is helping advance our industry.”

–       Toby Gabriner, President,


“We have been working very successful with comScore validated Campaign Essentials for the past several months for our performance business, Adconion Direct, across several markets. We are absolutely thrilled to be able to roll this out as well to smartclip, our multiscreen video and brand advertising platform. The comScore vCE Video solution encompasses a vast array of advantages, which will benefit the entire industry, including the global scalability and – in particular – the reflection of the steady growth of video in the multiple-device world as we see it today and where we can see a huge amount of growth in the future. The precise and accountable measurements by comScore give all players in the market the transparency and accountability for campaigns on all devices.”

–       Tyler Moebius, CEO of Adconion Media Group.


“AOL has been a key driver for accelerating the flow of ad dollars from TV to online. We’re proud to offer our clients a tool that helps ensure their campaign spend drives visibility among the most receptive audiences. It’s this kind of equivalency with TV measurement solutions that will help push our industry forward.”

–       Ran Harnevo, SVP of Video, The AOL On Network


“The Digital Upfronts are quickly changing the dynamics of how online video advertising is bought and sold. The ability to verify viewability against a specific target audience helps bring digital video into closer alignment with TV, making the buying and selling process more seamless and integrated.”

–       Tom Straszewski, VP Interactive Sales, Comcast Media 360


“Innovid’s integration with comScore’s vCE Video platform provides our clients with familiar reporting metrics critical to evaluating the success of their video ad campaigns. As we continue to evolve towards ‘TV Everywhere’, data and analytics that facilitate apples-to-apples comparisons with traditional advertising empower brands to make sound media buying decisions across the multiple platforms available to them.”

–        Zvika Netter, CEO and Co-founder, Innovid


“Video campaign GRPs were a necessary first step to facilitate cross-media planning with TV, but viewability represents a giant leap forward in video’s quest for TV dollars. It introduces a new standard for validated views that begins to leverage the immense measurement capabilities of digital video for traditional TV buyers.”

–       Mark Trefgarne, CEO, LiveRail


“We are really excited that comScore recognizes the importance of viewability and audience validation for online video. Being able to verify that video ads were actually seen by the target audience not only helps instill confidence in the online video advertising space, but it also creates better alignment with TV measurement. We are constantly looking for innovations like vCE that advance and provide value to the entire advertising ecosystem.”

–       Todd Pasternack, Director of Creative Technology, PointRoll


“We welcome comScore’s commitment to addressing the issue of viewability within video advertising. Viewability is a key metric for valuing media and validation from an independent provider like comScore is important to ensure credibility and clarity for brand-focused advertisers.”

–       Young Jin, Senior Director, Video Product Management, Undertone


“Advertisers are demanding comprehensive audience demographic measurement to better understand their video campaign performance. Verifying the demo-make up of their target audience and using TV measurement solutions gives advertisers the best cross-platform assessment of their campaign. Integrating comScore’s vCE product into VINDICO helps advertisers easily validate their audience at scale.”

–       Matt Timothy, President, Vindico


“ZEDO is committed to measuring and validating results for its publisher and advertiser partners. That’s

why we worked with the original AdXpose, and why we are now signing on to a partnership with comScore for their validated Campaign Essentials (vCE) program. This is an added bonus for our customers, who understand the importance of their ads actually being seen. In fact, the viewable impressions metric for our InView Slider ad is consistently 99% as measured by comScore.”

–       Paul Prior, President, ZEDO


About comScore validated Campaign Essentials

comScore validated Campaign Essentials (vCE) is a holistic solution for complete campaign delivery validation and in-flight optimization. Unlike existing single-point solutions, vCE provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment and absent of non-human traffic. This measurement eliminates all impressions that never had a chance to make an impact, providing a more realistic and accurate picture of campaign delivery. vCE reports on comprehensive demographics, behavioral segments and reach and frequency, delivering a cross-media comparable GRP metric to the marketplace.


About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit


Cautionary Note Regarding Forward-Looking Statements

This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore from the vCE family of products, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.


For a detailed discussion of these and other risk factors, please refer to comScore’s most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the “SEC”), which are available on the SEC’s Web site (
Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.





Image representing comScore as depicted in Cru...

Image via CrunchBase

Enhanced by Zemanta

ZEDO Solves Publisher Problems with New Formats

Here’s a conundrum we at ZEDO have long been aware of and are working to resolve.

On the one hand, brands want to know they have bought only 100% viewable impressions, and publishers want to sell advertising to stay in business. ComScore has a big viewable impressions push going, and IAB has released a new set of mobile rich media ad guidelines. Nielsen, too, is measuring the effectiveness of online ads with its great Facebook partnership. On the other hand, most brands really want to appear beside premium content; yet these publishers are very aware that intrusive ads turn off users.

If the ecosystem is ever to flourish, everyone has to participate in making the experience of advertising as unobtrusive for the visitor as it can be. Yet they must really work for the advertiser. Difficult?  Yes. This has upped the ante for advertising technology platforms like ZEDO. And we have been excited to take on that challenge and show such great results.

That’s why instead of developing one new format, we’ve developed many. For every site, there is at least one format that will both produce viewable impressions and provide an acceptable or even enjoyable user experience. And for advertisers we don’t ask for new creative, but use what they have already created for the web or TV. It is completely within the realm of possibility to satisfy the needs of both sides of the equation. Think Super Bowl ads: highly sought after by consumers and effective for advertisers.

One of the keys to producing a better user experience is ads that don’t appear unless the user actually does something — scrolls down, mouses over, or clicks. Our InView Formats are 99% viewable because they only appears when a viewer is there to see them. And our On-Page video format appears without sound until the viewer hovers over it — and it offers a full-screen viewing without leaving the original page.

When we talk to a publisher, we always have one or more formats that will fit his particular needs; we’re not a one-size-fits all company. Rather, our developers are constantly iterating and fine-tuning the advertising experience for large online publishers, whether they’ve grown up with print sites, or are “digital natives.”

For the past few years, ZEDO‘s main effort has been to create ad formats that will help online be every bit as good as TV advertising, and therefore generate great revenue to the publisher. After all, that’s what happens with Super Bowl ads; they command quite a premium because advertisers like to buy them YET users like to watch them. We are at the beginning of a potential advertising revolution on the web.  You can now step in and join it.

Are Private Exchanges a Failure?

Over the last year, many publishers–the latest of whom is Hearst– have set up private exchanges, thinking they would be the Holy Grail to raise revenues and solve the problem of selling their premium real estate at more than remnant CPMs.

As yet, most of the private exchanges haven’t succeeded, and now as a group they are
coming down the other side of the hype cycle. Publishers are still missing revenue targets, and the Lumascape just keeps getting more crowded.

One reason is that private exchanges can’t prove to agencies that they’re any more valuable than buying on the open market. Agencies are asked to buy at higher prices yet they are offered very little reach and exactly the same type of inventory they can get in the open exchanges. So agencies seeing more reach and lower prices, just stick to buying on the open exchanges.

Another reason is that private exchanges are still selling commodity inventory but hoping for a non commodity price. They are selling standard IAB sizes on standard types of sites. This is commodity inventory and RTB is forcing it to be more commoditized and less impact.

The bottom line is that publishers are creating private exchanges but no one is buying the inventory or at least not at any decent CPM. ZEDO has invested a lot into its direct pipe platform in co-operation with agencies and publishers. The phrase “direct-pipe” better explains what our product does: create a direct technology channel for agencies to buy premium publisher inventory. A good direct-pipe will include the following:
1. It will need to have programmatic buying capabilities, but that doesn’t necessarily mean auction based pricing. Auctions are for remnant
2. Agencies are more willing to buy if the formats and types of advertising on the exchange are not just standard IAB sizes but great advertising opportunities for their clients. Video is important.
3. They must have enough publishers on the direct-pipe platforms to give brand advertisers the high reach they need

Publishers tell us your experiences of private exchanges and we we can share ours…

Great Creative Drives Engagement in Mobile Ads

People are still confused about the value of mobile as an ad platform. Because consumers are now spending more time on mobile devices than on desktop PCs, it is intuitive to conclude that mobile is a great place to advertise, but most mobile ads aren’t working, and spend hasn’t grown the way it should. ROI doesn’t seem to be there, either. A recent backlash, led by Jean Louis Gassee, a respected American investor, was framed around the hypothesis that mobile might not be such a great opportunity after all.

But a convincing deck by Henry Blodgett spoke recently about the future of mobile as barely having begun. Blodgett and his collaborator point out that mobile advertising does, however, require different approaches, both in format and in creative. That seems to be what people are overlooking, You can’t just translate the desktop to the tablet or the phone, any more than you can translate print to digital — although people have wasted a lot of money trying.

First of  all,  we think the best opportunity for mobile advertising isn’t the phone. Because the phone screen is small, users feel that ads that take up too much screen real estate are intrusive, and brsides,the consumer is on the move. He can respond to a text ad, or perhaps to a location-based special offer, but the phone will evolve to be useful only for performance-based ads, not for brand lift.

On the other hand, tablet owners consume lots of content, usually in a relaxed fashion, and are more willing to tolerate ads in long-form content. Mobile ads on the tablet, especially if they are video or interactive can be very effective for building brand, especially if they are combined with social media campaigns and PR.

We have just seen an ad that we think exemplifies the best kind of creative for a tablet ad that will get results. Last week , the “creative community” (they don’t call themselves an agency) Johannes Leonardo, friends of ours in New York,  brought home the first ever Mobile Cannes Lion of Creativity award. The  winning creative, for Google and Coke, recreated the old theme of buying the world a Coke for the 21st century, allowing the viewer to access a map and choose someone in a foreign country for whom they’d like to buy a coke. The ad, on Google, was video with novel creative and high interactivity.

Why were these guys able to produce such a spectacular ad? Because Johannes Leonardo began as a creative shop with the founding belief that “the consumer is the new medium.” This is a great statement of how new mobile formats and creative must work together.

In the winning ad, the agency gave the consumer an actual task to perform.This mobile ad from Google, which re-imagines a classic Coke spot, is a digital reinterpretation of Coke’s iconic ‘Hilltop’ spot, featuring the song “I want to buy the world a Coke.”

It’s not a banner, and not a static display. Instead, the mobile ad enables viewers to actually buy a Coke for someone in a city of their choice. As he watches the mobile ad, which ran on Google’s Admob network,  a the viewer can pick a city to send the Coke to, attach a text message and press a button that dispenses a drink at  specially designed vending machines in the selected city. The viewer can even watch as his Coke is delivered. An ad like this produces high engagement.

The ad was created as part of Project Re:Brief in which Grow Interactive and agency Johannes Leonardo reimagined classic ads with a digital twistfor the modern day. While Google commissioned it, Coca-cola also signed off on the ad.

We share it with you because we believe this agency is one of the first to embrace the potential of advertising for mobile devices. We hope they will choose to try out some of ZEDO’s nine new mobile formats.

Enhanced by Zemanta

The phone is a personal a device and users feel that the ads that take up a lot of the screen are too intrusive.

The phone is a personal a device and users feel that the ads that take up a lot of the screen are too intrusive.