Efficient Frontier announced last week its official entry into display advertising with a platform that integrates biddable display with search marketing, real-time bidding capabilities, and the Efficient Frontier trademark portfolio approach to optimization that uses predictive modeling to forecast performance outcomes.
I think this certainly indicates further momentum into the world of biddable display media, and eventually biddable media in all formats. See more about Forrester's thoughts on dynamic media buying and what it will mean for media buying on and offline in the report, Demystifying the DSP.
I think the platform from Efficient Frontier addresses a much needed combination -- that of paid search and biddable display media. But I also think that this platform, competing ones -- like those developed by Vivaki -- and demand-side platforms are in “version 1.” Not a bad place to be at the early stage of an emerging opportunity. But I do expect that all of these tools will refine over the next two years. I think they will continue to add data sources, more inventory, additional and easier to use functionality, better metrics, and better reporting. But v.2 will develop only after advertisers begin testing dynamic media buying and can show technology players what additional depth and breadth they need.
Frank Gertsenberger, VP of Product Marketing for Audience Science wrapped up day one with an excellent update on privacy concerns and expected changes due to FTC and congressional work on behavioral advertising policy.
The concern is that even though data is being collected anonymously, when enough anonymous data points are collected, is an individual still anonymous?
Four entities are running concurrently to tackle this challenge:
The FTC began investigating data practices about two years ago and determined that the risk with behavioral marketing is that consumers are not aware of what data is being collected; current privacy policies are insufficient at explaining how consumer data is employed with behavioral marketing.
Congress – A subcommittee was convened last year to quantify the value of behavioral marketing in order to determine its value in the online economy. Through studies supported by the NAI (the network advertising initiative), Congress now understands this and is outlining a policy outlining what the baseline protections should be for consumers.
NAI– A membership organization which now represents more than 80% of all online ad spend, and created studies focused on answering Congress' need to value behavioral marketing. Also helps audit member sites to aid compliance efforts.
The Associations – This is a collection of online advertising associations like the DMA (direct marketing association), the IAB (interactive advertising bureau) and the ANA (association of national advertisers). This group is taking a pass at developing requirements for providing enhanced notice to consumers.
The second session of AudienceScience Summit this afternoon is a panel moderated by Quentin George, Chief Digital Officer of Mediabrands. Panelists include Dave Dickman, SVP of Digital Media Sales from Warner Bros. Television and Barbara Healy, VP of Online and Mobile Fulfillment at Tribune.
The theme of the panel was intended to address how these publishers manage their audience assets. But really the primary message I took away was that publishers are focusing on solution sells -- finding ways to sell more high margin offerings -- whatever these happen to be. I was expecting to hear more specifics about how they are working with publisher optimization solutions, or data management offerings. But it sounded instead that it was any and all efforts to create unique ad solutions, rather than just impressions.
Two points heard, one good, one bad:
1) Warner Bros talked about an alternative way to think about creative, empowering creatives to build original programming that airs on the Web and allows users to provide input into the plot and production that the program takes. This approach garnered premium sponsorship (from J&J) and helped creative resources feel a part of (and not irrelevant to) emerging media.
Coming to you live from the AudienceScience Targeting Summit in Las Vegas, a three day event for publishers and advertising talking about changes in display media and the value of targeting for both sides of the online advertising ecosystem: buyers and sellers. My presentation was part of the publisher day (Day one is for publishers, day two for both publishers and advertisers, and day three for advertisers alone) and spoke to the findings of a custom study I worked on for Audience Science earlier this year. The conclusions I shared today are:
Online advertising has significant growth in store
Audience and behavioral targeting will grow further advertiser investment in display media
And yet, advertisers still second guess display advertising value because it is so hard to take full advantage of (I walked through a laundry list of challenges online advertisers face like media proliferation, measurement challenges, $$ shifting downstream from branding to more direct sales channels, operations inefficiencies and limited staff)
So publishers must be ready to help create more automated, more dynamic, more data driven advertiser solutions to help advertisers overcome the challenges with using display today.
While Day 1 live-streaming is done, we’ve archived video below so that it’s available to you post-event.
Day Two of the Forrester Marketing Forum goes deeper into the org structure and processes needed to be adaptive. Morning keynotes from Dave Frankland of Forrester and Tom Boyles, Senior Vice President at Walt Disney Parks and Resorts, focus on the theme of “Know Thy Customer” – specifically how marketers make sense of customer data in order to deliver great experiences. Then up, it’s Josh Bernoff and Augie Ray to unveil Forrester’s new Peer Influence Analysis in the keynote “Energizing Word of Mouth through Social Media”. Afternoon track sessions and guest executive forums dive deeper into the best practices and case studies of adaptive marketing. Thanks to all of you who have Tweeted, posted pictures, and, in general, kept up a lively online conversation!
Today's Live Stream 8:30 a.m.-8:40 a.m. PST
Day Two Opening Remarks
Carlton Doty, Vice President, Research Director, Forrester
Christine Overby, Vice President, Role Manager - Interactive Marketing, Forrester
Forrester forums always go by in a blur - so many ideas and conversations crammed into 2 short days. I'm still synthesizing, but even so, there are some key insights that I've jotted down from my seat in the speaker's gallery:
Update: Day 1 was a great dive into the theme of Adaptive Marketing. While Day 1 live-streaming is done, we’ve archived video below so that it’s available to you post-event.
We are so excited to be in Los Angeles hosting the 4th annual Forrester Marketing Forum! This year, we have 550 attendees from various industries and roles – all here to connect and discuss how to design a flexible marketing organization that thrives on change.
Our bang-up roster of keynotes include: Pam Kaufman, CMO of Nickelodeon; Steven Sickel, SVP of Marketing at Intercontinental Hotel Groups; Tom Boyles, SVP of Marketing at Walt Disney Parks and Resorts; James Cornell, CMO of Prudential Retirement; Chris Bradshaw, CMO at Autodesk (the software firm that made the movie Avatar possible); Deborah Nelson, SVP of Marketing at HP; and Marjorie Tenzer, VP of Marketing & Communications at IBM. Below are the highlights of the speeches and the twitter stream for those of you who couldn't make the trip and for those of your monitoring from the event.
Lately, a lot of our clients have been asking about how to manage their social media programs across more than one country. It's a real challenge: While some sites (like MySpace) have long offered solutions to help marketers direct users from different countries to the correct branded page, the current social media leaders (Facebook, YouTube and Twitter) don't seem to do this nearly as well. How, then, do you make sure that the Facebook page on which you post UK-specific content doesn't misinform your European fans? How do make sure the support community designed to help your US customers doesn't confuse your Canadian audience? Do you create multiple pages in each social network to serve all the countries in which you operate? Or do you maintain a single presence in each network, and avoid posting any country-specific material? If you offer different product lines in different countries -- or use radically different marketing strategies market by market -- it only gets more difficult.
Earlier this month, Corey Kronengold at Online Video Watch was complaining about the in-stream ad load at MLB.tv. But unfortunately for Corey – and for the other two-thirds of US Internet users who now watch online video – the ad load seems likely to get heavier rather than lighter.
In the fourth quarter of 2009, my team and I spent at least 30 minutes watching video on each of 84 leading sites in the US and Europe to better understand how marketers and sites are deploying online video ads – an exercise I’ve conducted each of the past three years. What did we find? Advertising, and a lot of it. In fact, 85% of US web sites and 64% of European sites now accept in-stream ads. And we saw more advertising per online video hour than ever before.
Following its acquisition of Quattro Wireless for $275,000,000, Apple has just announced the launch of iAd, its mobile advertising platform (see my colleague’s take here). Adding the $750,000,000 that Google is ready to invest in AdMob (the deal is still under FCC scrutiny), the two most disruptive new mobile entrants have invested more than $1 billion — a clear signal that mobile advertising has long-term potential. The main difference between Google and Apple is that Apple is only just entering the advertising business, while Google’s entire business model simply IS advertising. However, that potential has yet to be realized. Does that mean stakeholders can generate significant revenues in the short term and that operators will be bypassed once again? I have read in various places some strange comments suggesting that Google’s mobile ad revenue share with mobile operators would be a way to finance network evolution. Just compare the cost of a base station and the significant investment required to finance 4G with absolute mobile advertising revenues and you’ll quickly figure out for yourself that this is unlikely to happen anytime soon. This is more of an online advertising discussion around the Net neutrality debate (remember France Telecom’s CEO warning that he was not “building freeways for Californian cars”!) but it will crop up later for mobile.