Forty-eight hours at dmexco: What I learned and what you need to know

Forty-eight hours at dmexco: What I learned and what you need to know
This was my first time at dmexco (Digital Marketing Exposition & Conference), and while I was expecting something big, my imagination just didn't do justice to the scale of the event; 70,000 people, 8 halls, some incredibly creative and lavish bo...
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Attribution: Let’s see how far we’ve come

Attribution: Let’s see how far we’ve come

Last month, the IAB Australia released its second annual State of the Industry - Marketing and Ad Technology report. I always find the second year of a report more interesting as there is a benchmark and inevitably the first thing we all talk about is how far we’ve come.

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VAST 4.0 in Australia: What You Need To Know

VAST 4.0 in Australia: What You Need To Know
Digital video has seen explosive growth over the past five years, achieving in Australia a  55 percent YOY growth  in Financial Year 2016 to make up $600 million of the nation’s total digital advertising expenditure. Globally, digital video is tipped to make up  80% of all internet traffic by 2018...

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The Modern Video Ad Server

The Modern Video Ad Server

The supply-side technology stack for video publishers has long been a complicated space.

It’s populated by a number of players -- including ad servers, supply-side platforms, online video players and sometimes ad networks -- which need to interact cohesively in order to optimise the sale of inventory.

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Ad Blocking: The Threat and the Way Forward

Ad Blocking: The Threat and the Way Forward

Programmatic Summit 2016 was a resounding success. Publishers, agencies, ad tech companies and pretty much everyone involved in programmatic came to hear about the state of the industry and thoughts on its future from leaders in the field.

Crucial to this topic was a well-attended panel titled “Addressing Industry Hot Topics: Ad Fraud, Ad Blocking and Viewability”.

 

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TV and Video Convergence: Piecing Together the Puzzle

TV and Video Convergence: Piecing Together the Puzzle
Picture it. 1965, the golden age of television. A family huddles around the household’s only TV set, tuning into one of only a handful of channels, to watch a scheduled show that attracts millions of viewers each evening. For an advertiser looking to connect with consumers, they would run three ad spots and reach around 75% of the total TV audience. Cut to 50 years later, and the landscape is dramatically different. In order to reach the same audience on TV in 2015, you would need to run over 350 ads, as the viewing of audio visual content continues to fragment across screens. 
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“The Hustle” is more valuable than ever

“The Hustle” is more valuable than ever

“The hustle” means different things to different people, and the connotations can be both positive and negative. To me it means having that great ability to always find a way. To not accept “no” for an answer, to get shit done under pressure, and to do so with a winning attitude.

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Digital and demographics – a marriage made in heaven

Digital and demographics – a marriage made in heaven

There is little doubt that online advertising must make more of demographics. We have become so focused on behavioural, that we often forget the ‘who’ part of the equation.

Demographics have been around since the early days of direct marketing, long before the Internet erupted. Mail-outs were A-B tested, just as landing pages and online ads are today. And audiences were segmented based on geo-demographics – the scientific way of telling who you are based on where you live. If you live in a four-bedroom house in Point Piper in Sydney’s east, for example, you are probably a wealthy family. You might even be the Prime Minister.

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Marketing by (the right) numbers

Marketing by (the right) numbers

Marketing has always been about numbers. Sadly, in the past, the quest was for figures to justify headcount and the expense of media campaigns. B2C marketers with big budgets might have been able to show that increased spending produced more sales, but it is always difficult to prove that the same couldn’t have been achieved with less. Or a different approach might have produced a better return. B2B marketers, meanwhile, have often been subservient to the sales team, who claim the credit for all revenue and see the marketing team as their back-up resource, creating content and organising the occasional event.

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Australian buyers - all vying for the same share of the pie

Australian buyers - all vying for the same share of the pie
Kevin Tan, Singapore-based CEO of data marketplace Eyeota visited Australia recently, and met with a bunch of local publishers, advertisers and trading desks. Reflecting on his Australian trip Tan says the level of sophistication in the Australian open marketplace means Australian buyers are all vying for the same data segments,...
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Programmatic demands Control, Transparency and Data Ownership

Programmatic demands Control, Transparency and Data Ownership

Some of the more common characteristics seen in the early stages of new adtech include big investments in sales by adtech vendors, experimentations by marketers with limited successes, and opportunistic practices impacting the ROI of advertiser dollars. Thankfully our programmatic marketplace is starting to see its way clear, understanding that control of media buying, transparency of marketing practices, and the management of owned data, are all achievable marketing opportunities.

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SSPs, ad servers will cease to coexist as an industry matures

SSPs, ad servers will cease to coexist as an industry matures

Programmatic was once a space populated by hordes of software providers.

Like the group buying industry, it grew fast, with opportunists cropping up left, right and centre to capitalise on the windfall. Now the market is starting to consolidate. We'll see vendors merge, many die, and within two years, supply side platforms (SSPs) and ad servers will cease to exist as we currently know them.

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Transcending competition to avoid chaos

Transcending competition to avoid chaos
More than 1800 adtech players have burst onto the digital advertising scene in recent years, each pushing their unique selling point and agenda. This is the nature of any emerging and open market, although the pace and intensity is unprecedented in our industry. It's brought with it an exciting new...
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