Mad Men vs Math Men
One of the over-arching themes at industry events in APAC and across Europe this year has been the rise of advertising technology writes Jay Stevens, general manager, international, Rubicon Project.
And more specifically, how advertising automation is increasingly making its presence felt in the creative as well as in the media buying world.
Contrary to what you might expect, the growth of automation in advertising and the increasing influence of “Math Men” is something that is entirely complementary to creativity and story-telling – the cornerstones of the advertising industry.
The first years of automated advertising were largely based around direct response, data-driven campaigns and standard banners. But we are now seeing rapid change as both sellers and buyers alike are looking for ways to improve the efficiency of their media trading efforts to include richer, high impact formats, native advertising and more engaging execution. Various reports suggest significantly higher user interaction, as well as yields from this new generation of digital ads.
The industry is now looking closely at what can be done to automate the entire advertising stack to better support the trading of the high impact, premium inventory, and much of the movement and recent forecasts are around automated (or ‘programmatic’) guaranteed, expected to balloon from just a few hundred million, to more than $9BN in the U.S. alone by 2018 according to IDC. The ability to deliver rich, interactive ad formats is a critical prerequisite.
It just so happens that in collaboration with a number of other pioneers in this area, namely Merkle, InMobi and VivaKi, we are already making great strides in automating the kinds of high impact formats favoured by brand advertisers:
- InMobi announced their exchange, powered by Rubicon Project, at the end of May, making native ad formats available via automated advertising
- Merkle has successfully bought full page takeovers to achieve a ‘100% share-of-voice’ across a range of U.S. premium publisher sites through automated private exchange technology
- Most recently and closer to home, in June of this year, VivaKi and News Corp Australia similarly delivered an automated full page takeover campaign for Optus, and in the words of VivaKi ANZ Director Lynn Chealander: “All parties were very pleased with the campaign, and it will definitely be repeated.” News Corp Australia Head of Platforms and Products Cameron King calls it “a great step forward for automated advertising.”
The automation of high impact creative campaigns presents a number of advantages over the older, traditional way of executing them via phone and fax.
First, as with automated advertising in general, there are considerable savings around time and resource. Automating workflows allows people to focus more time and attention on even more high impact, branding campaigns.
And as we move up the scale of creative complexity, the potential time saving offered by automation is amplified.
In the words of News Corp’s Cameron King: “Sponsorships are a crucial part of our business and we welcome anything that makes the implementation of campaigns more seamless. We’ve already witnessed programmatic becoming more of a premium channel with the growth of private marketplaces – but longer term, programmatic sponsorships hold the promise to redefine the channel completely.”
And to quote VivaKi’s Lynn Chealander again, “there are lots of benefits to automating high impact ads… In future, this type of campaign will definitely include serving high impact creative simultaneously across multiple sites, targeted to the right audience.”
Sellers like News Corp Australia, and Buyers like VivaKi clearly believe these high impact campaigns could be an important part of the next phase of automated advertising.
The combination of targeting with powerful, engaging and more creative formats is key. Because every great ad tells a story.
Please login with linkedin to comment
Cashback Digital Video Trends Marketing strategies Mrs Mac's Bakery Online Content Social Media Strategy YouTubeLatest News
Spotify Wrapped 2020: Bad Bunny Tops Most Streamed Artist
Bad Bunny tops Spotify's most-streamed list for 2020. Which certainly begs the question - who the hell's Bad Bunny?
Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
ABC Responds To Oz Allegations Over Four Corners: “We Don’t Use Private Investigators”
ABC's Four Corners saga looked all set for a rather juicy twist. However, someone's de-juiced it by denying it all.
AIA Australia Partners With Yet Another AFL Team
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
These Are The Most Engaging Christmas Ads Of 2020
Did your Christmas ad not make this year's top 10? Ready your flimsy excuses for when the client calls with this.
“Ageism Is Alive & Well” Why Ad Veteran Steve Allen’s Appointment Is Proving Such A Big Deal
We won't tolerate ageism in any shape or form here at B&T. But if our editor plays Neil Diamond one more bloody time!
Apple Ads Spark $16M Lawsuit
Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.
Seven Heaps More Pressure On Cricket Australia As It Threatens To Sue For “Millions”
Advertise on Seven? Looking forward to your annual knees-up in its corporate box at the cricket? Shelve those plans.
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
“Jules & Vincent Are Back!” John Travolta & Samuel L Jackson Reprise ‘Pulp Fiction’ In Oddball Christmas Ad
Bank ad reprises classic 'Pulp Fiction' moments. Mercifully sans the Gimp or that scene with the samurai sword.
How People-Based Identity Will Change The Way Marketers Think About Success
Work in marketing? Is your measure of success keeping your gout under control? Think again with this informative read.
DDB Sydney Grows Creative Team By Six
DDB Sydney announce six new recruits and, sad as it is to report, not a hula hooper or sword swallower amongst them.
Guide Dogs Australia Launches ‘An Experiment In Trust’ Via Thinkerbell
Not that it's explicit on the brief, but if there's ever a pitch where you play it straighty one-eighty it's Guide Dogs.
“This Is A Match Made In Heaven”: Salesforce Acquires Slack For $37.6 Billion
Did your careers adviser suggest tech but you stubbornly chose advertising? Realise the folly of your ways on this news.
Study: Wine Now Aussies’ Favourite Tipple, As We’re Downing 100 Million Alcoholic Bevvies A Week
Here's the latest stats into Australia's drinking habits. B&T staff apparently receiving "high achieving" status.
Verizon Media Sets Out ‘Advertising For Good’ Agenda At 2021 Showcase
B&T was a lucky attendee at the Verizon upfronts last night. Unfortunately, not taking home the garden gnome door prize.
New Campaign Urges Aussie Ad Creatives To Get Real About Gender Equality Messages
Feel terrible your ads aren't inclusive, gender neutral & diverse enough? Feel the screws tighten a little more here.
Psembi Kinstan Joins McCann Melbourne As Executive Creative Director
Highly-awarded Psembi Kinstan joins McCann Melbourne. Thought better of bringing his medals & certificates on first day.
MediaSmiths Appoints Jack Geraghty As Senior Account Planner
MediaSmiths appoints Jack Geraghty as senior account planner. Excellently, deploys wind machine for press photo.
DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Nine Announces First Hires For Powered Enterprise
B&T would love to report that Spock, Scotty & Leonard McCoy had been hired for Nine's Enterprise but, alas, not to be.
Tom Pitney Promoted To Strategy Director At Junkee Studio
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
Finally, it's some good news relating to ad spends! Sadly, it's still all bad news when it comes to China hating on us.
Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
Has the thought of chronic dysentery put you off a cruise holiday? Mercifully, COVID's arrived to end those concerns.
Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo ANZ Appoints New CMO For Snacks & Beverages
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]
Aussie Music Stars Front New Digital Campaign For Destination NSW
Destination NSW unveils latest campaign. Wisely tells visitors to give Dapto and Albury–Wodonga a huge miss.
Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
Struggle to keep up with the latest industry initiatives? Struggle no more with this in-depth synopsis.
Minister Asks ABC Chair To Explain Public Interest Of ‘Inside The Canberra Bubble’ Four Corners Episode
Thought the kerfuffle over Liberal MPs bonking their staff had gone away? The gasoline is only now hitting the match.
