Until relatively recently, the ad industry has been dominated by the same media that dominated it in 1955. Only TV still dominates today, but its grip on media buyers is slipping. Cataclysmic forces are shifting corporate culture and disrupting pent-up organizational malaise.
I see the rise of a global media hub, like a stock exchange, which will become responsible for transacting all digital programmatic buys. And if budgets are of a sufficient size, then pan-continental hubs will emerge. This ultimately can be driven by a workflow process capturing budget, creative, target audience, timing and metrics.
Corporations have the opportunity to drive this to an in-house process, outsource to the new specialist shops forming, or transform current agency buying practices and thus transform today’s model.
5 CUPS THIS WEEK:
Previews of four original research papers to be presented at the Audience Measurement Conference and an article of interest.
“Reach versus Frequency” – Facebook and Frito-Lay
We conducted a meta-analysis of Datalogix ROI studies to better understand the impact of reach-based planning and optimal frequencies on in-store sales.
Various media buying principles were evaluated, including the impact of reach-based planning, optimal frequency and campaign length in relation to sales lift.
We will present results which provided clear guidance and best-practices for media buying across the Frito-Lay portfolio including reach sufficiency levels, optimal frequency and creative guidelines for a mobile environment.
For more information visit Audience Measurement
Timur Yarnall, writing for comScore, discusses how media buyers can help to fight ad fraud.
Ad fraud, transparency, and NHT (non-human traffic) have become critical issues for both media buyers and sellers.
Media buyers can push for transparency and high-quality inventory. Yarnall points out three main reasons media buyers should take an active role on these issues:
-To protect client relationships. Media buyers need to show verified results in order to justify their recommended and executed digital campaigns. CMOs and CFO must be able to trust the results of these campaigns.
-To protect the budgets allocated to digital. Campaign metrics must be considered valid in order justify continued spending on digital media.
-To protect the quality and transparency of the media buying industry
Failing to address the issues of viewability, NHT, and ad fraud will negatively impact the digital ecosystem.
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For more on this topic, check out the Media Tab in Morning Coffee.