The Age of the Customer Hits The Media World

Ryan Skinner

Do you hear something?

Is someone banging on the door?

Yes, I think someone’s banging on the door. Pretty hard actually.

In fact, it’s deafening.

The knocking is empowered digital media buyers. The slowness to answer is the media ecosystem of publishers, media agencies, and broadcasters.

I shared the video below a week ago on LinkedIn and people clearly like it. It’s the parable I just stated, but acted out. Listen to Gabe Leydon of Machine Zone (big digital media buyer) slam the media ecosystem. It’s painful. Cathartic. Iconoclastic. Focus on two segments: 11:00 -> 11:45 and 12:55 -> 13:55.

This is the advertising ecosystem’s reckoning with the age of the customer. The customers want to cut through all of the layers of BS that advertising has traditionally wrapped itself up in.

I had a few takeaways given Leydon’s analysis:

  • Media businesses are trying to be technology platforms, but are mostly houses on fire.
  • Analytics agencies are the new media agencies.
  • Media agencies are just houses on fire.

If you’re a marketer, pull your media-buying capabilities close to your chest. Invest in better analytics. And do everything in your power to get a measurable, direct-to-consumer sales channel on its feet, if only to provide insights to the marketing that feeds your indirect channels. 

European Marketers Hone Their Programmatic Buying Skills To Prepare For Growth

Luca Paderni


This is a guest post by Samantha Merlivat, a researcher serving B2C Marketing Professionals.

Programmatic advertising is revolutionizing the way online display is traded. It is set for high growth in 2015 across all of Europe and is a top item on marketers’ list of tech to investigate this year. After an initial take-up limited to direct-response, brand marketers are showing growing interest in programmatic buying and dedicating larger budgets to programmatic display campaigns. They embrace the ability to leverage first-party data to reach customers online and understand that therein lays their competitive advantage in the world of online display.

At the same time, European publishers – eager to meet brand marketers’ demand for more targeted, automated deals – are increasing the amount of premium inventory available through exchanges, primarily through private marketplaces. “In Europe, we see inventory and programmatic deals that are becoming more premium – even more so than in the US at moment,” notes Jerome Underhill, vice president of services and operations EMEA at AppNexus. These trends will fuel the growth of online media advertising spend, which will continue to expand at an annual rate of 12% in Western Europe until 2019.

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Video Growth Drives Display Advertising Spending To $37.6 Billion In 2019

This is a guest post by Samantha Merlivat, a researcher serving Marketing Leadership professionals.

US online display advertising will grow from $19.8 billion in 2014 to $37.6 billion in 2019, at a compound annual growth rate of 13.7%. The offline ad market, in comparison, will grow at a modest 1% CAGR over the same period. Forrester just released the latest US Online Display Advertising Forecast report, which details why the online display industry will have video and mobile to thank for the double-digit growth rate:

  • Video advertising will represent nearly 55% of online display advertising revenue on desktop by 2019. Its growth will be cannibalizing primarily static display. Marketers’ preference for video and rich media reflects their new ambitions for online display: They are moving beyond the notion of display as a direct response tool, and starting to explore display as an engagement and branding tool.
  • Mobile ads will represent 39% of total online display in 2019 compared with 24% in 2014. Tablet display, in particular, will be a medium to be reckoned with in the future as it comes to play a greater role in customers’ path to purchase and in web-influenced shopping.
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