Australia is still in “education” mode when it comes to programmatic trading but we are not far behind the US, Conde Nast’s Alanna Gombert said at Melbourne’s Data Day.
America has only recently pushed the media buying method into brand work and Australia’s programmatic market is “definitely growing”, according to Gombert who is general manager of the publisher’s CatalystDesk team.
CatalystDesk is a small team of seven that operates like a startup, or a consulting group within Conde Nast to help its sales team sell programmatically.
“From the ad exchanges up until now the market has changed dramatically, in the US especially,” Gombert said.
“The US was kind of steeped in direct response and they really didn’t move into brand until this year, or maybe last year at the end of the year.
“Europe actually moved faster into the brand space and they are running way more branding campaigns in the programmatic channels.”
The “biggest misnomer” surrounding programmatic is that it only deals with remnant inventory. “Everyone thinks it is remnant, it is not remnant,” she reiterated.
Pushing creative work through programmatic is “the most important” focus for Gombert’s team this year. “My whole team is doubling down on creative.”
One example she provided of more creative programmatic work was the live-streaming a run way as part of New York Fashion Week (NYFW).
Conde Nast is opening up its recently launched private exchange to the Australian and New Zealand market and Gombert said that while we are in “education mode” she is “encouraged to see a lot of deals coming through”.
“We are getting a lot of telecom deals and different types of deals of that nature first. They are always first movers, which makes sense, but the market is definitely growing here.”
There are numerous definitions of programmatic circling the industry but Gombert said that for Conde Nast “all it means is a way to book inventory”.
Gombert is also chair of the IAB's Programmatic Publishers Task Force in the US and she said they spent hours defining programmatic and what the Group described as its “four discrete” types: Automated Guaranteed, Unreserved Fixed Rate, Invitation-Only Auction and Open Auction. Click here for the definitions.
Despite the confusion surrounding the process Gombert said Conde Nast is even fielding requests for its print assets to be traded programmatically.
“Everyone wants to know if programmatic for print is coming. If anybody here is a vendor who wants to build that let me know,” she told the audience.
ADMA’s Data Day took place in Melbourne on April 7. It moves to Sydney tomorrow, April 10. Click here for more details.
Please login with linkedin to comment
In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]
Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]
Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]
Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]
One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]
Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]