Employees in the NYC office lend their time and elbow grease to help rebuild a house in Rockaway, Queens
Superstorm Sandy is now a year in the past, but the reminders of that devastating hurricane are still evident across the northeastern United States. Much rebuilding has been done, but much also remains to be completed.
With that in mind, 15 Right Media employees from our New York City office joined forces Tuesday with the Friends of the Rockaways organization to work on restoring a residence on Beach 69th Street in Rockaway, Queens. The neighborhood, situated on the narrow peninsula between the Jamaica Bay and the Atlantic Ocean, sustained heavy damage during the storm a year ago this week.
During the hurricane, the area was completely flooded with as much as eight feet of water. The residents of the home were trapped in their house at the time the storm surge hit and were forced to hide in the attic. Eventually the water receded and they were able to be rescued, but unfortunately their home was destroyed by the raging waters.
On Tuesday, the Right Media team lent their energy and skills on a number of different restoration projects, including mudding, sanding walls and building shelves. While it was certainly a change of pace from their usual duties working on one of the leading online ad networks, everyone involved walked away with the satisfaction of knowing that they are helping get people in the community to back on their feet.
Demand-side players looking to capture data from different devices to create a seamless experience for engaging consumers
It wasn’t too long ago that a one-desktop household was the norm. But in just a few short years, technology has advanced at such a rapid rate that devices have proliferated at a rate never seen before.
Consumers have become tethered to their smartphones, and thanks to the massive popularity of such devices as Apple’s iPad and Amazon’s Kindle, tablets have taken off and now represent their own subset of the mobile ecosystem. Couple that mobile boom with the staying power of desktop-based hardware, and the “new normal” for users is to access content across a number of different screens.
But while this represents great news for digital advertisers that cater to the always-connected consumer, the rise in device diversity presents some challenges, too.
Tool enables advertisers and agencies to self-validate creative assets for technical compliance before uploading to Right Media
You wouldn’t leave for work without a final check of hair, clothes, makeup, etc. in the mirror, and we think your ads deserve that same kind of care and pampering. With Right Media’s new Validation Toolkit, advertisers, agencies and other entities creating ads can validate creative assets for technical compliance before creatives are uploaded to Right Media for trafficking. Additionally, the Validation Toolkit enables advertisers to validate Click URLs to ensure that they are not identified as “malicious.”
After a successful beta test, the Validation Toolkit became available in early June 2013 to all buyers using our marketplace. This self‐validation tool can be accessed in your Right Media account in the Tools tab by selecting “Validation Toolkit”.
Data-driven marketing continues to produce results and make believers out of marketers
Data is increasingly shaping the world as we know it. Number-crunchers like Nate Silver and “Moneyball” master Billy Beane of the Oakland A’s have brought data-mining into the national spotlight, and its impact has touched nearly every aspect of business operations, effectively transitioning entire industries into the digital age.
And while we may still be a few years off from data-loving Terminators roaming the business landscape, humans may want still want to keep a close eye on technology. In the latest indication of how important data has become, Watson, the IBM supercomputer that dazzled in an appearance on “Jeopardy,” will now be used to service customer needs. IBM, which recently introduced its Engagement Advisor offering, said that the cognitive computer system would collect and analyze consumer data to equip customer service representatives with the most pertinent data to assist clients.
Yet, data has had an even bigger effect on advertising. Targeting and resonating with consumers—the twin hallmarks of effective advertising—have become remarkably more easy and efficient through the use of data. As automated ad-buying and data-driven marketing (DDM) continue to revolutionize the advertising environment, it’s never been more clear that Big Data offers a big benefit to marketers.
Advertisers’ use of outsourced data to help target consumer segments is increasing dramatically
Data is used for everything, from predicting presidential elections to figuring out Lebron James’ shooting percentage. And the ever-increasing influence of data is granting it an increasingly vital role in several industries and applications, with advertising at the top of the list.
Nearly every online advertiser is using audience targeting to create more efficient campaigns, and that requires Big Data—and the more data, the better. But when internal data plus whatever can be gleaned from the supply side isn’t enough, brands are looking outside these boundaries for external customer insights.
TubeMogul, an online video brand advertising firm, found that 70.9% of marketers operating in the organization’s platform utilized third-party data in their targeting mix, which is more than double the number from last year. This increased use of data is being driven by results: TubeMogul reports that viewers of an audience-targeted video spot voiced an intent to purchase that was 3.2% higher than that of a control group that didn’t see the targeted ad.
Click URL Targeting enables publishers to easily manage creatives that are served on their sites
Continuing with Right Media’s efforts to provide publishers with more control of the creatives that appear on their sites, we’re pleased to announce the updated functionality of Click URL Targeting. This new capability enhances Right Media’s Competitive Exclusion feature, which enables publishers to specifically identify and exclude creatives that carry click URLs leading to competing sites.
In conjunction with this launch, Competitive Exclusion has been folded into a new “Click URL Targeting” feature that offers the following capabilities:
- Continue to efficiently define and manage lists of click URLs to prevent creatives that lead to competitive domains from being shown on their sites.
- Set up a whitelist to specifically allow creatives that carry approved click URL domains.
- Bulk upload of click URLs and associated adjustments.
- Ability to maintain separate set-ups for hosted and RTB demand channels.
Our Director of Professional Services provides insights into today’s most pressing advertiser challenges
Editor’s Note: Shoen Yang oversees the development, sales and execution of custom advertising platform solutions. She focuses on strategic partnerships with large global marketers, packaging technology with consultative or fully managed services. Across her digital media career, she has led revenue and client-service efforts on both the agency and ad network sides of the industry. Shoen recently spoke with the Blog about what she sees as the key advertiser innovations that are just around the corner.
Right Media Blog: What are the biggest challenges or trends facing brand advertisers today, and how is Right Media helping to meet these challenges?
Shoen Yang: Ad tech/programmatic/RTB is a difficult space to understand. There’s a lot of smoke and mirrors with business models and products, algorithms that all sound the same, and technology that changes every quarter (and has a new acronym attached to it). We’re also not seeing the consolidation that everyone predicted.
Automated ad-buying picks up among some of the most noteworthy publishers in the arena
Without question, the ever-widening participation of buyers and sellers in programmatic trading has bolstered the power and influence of ad exchanges. Yet, one industry group has shown a hesitancy to jump in with both feet: premium publishers.
Some of the biggest names in publishing haven’t fully embraced programmatic—seemingly holding out over reservations about quality or the ad-buying format itself. But as programmatic continues to make inroads in the advertising community, many high-profile publishers are rethinking their positions.
Forbes, NYT Warm up to Programmatic
In a sign that programmatic is building some cache with big-name publishers, an official for one of the premier online publications recently made its support for real-time bidding and automated ad-buying known. Speaking with MediaPost, Mark Howard, Senior Vice President of digital advertising strategy at Forbes Media, reasoned that changing needs and an evolving digital marketing landscape necessitate that the magazine balance its traditional approach with more programmatic-tilted strategies.
While a few might grumble about RTB negatively affecting ad quality, experts disagree and point to Big Data strategies as the solution
Real-time bidding and programmatic trading have been widely lauded for extending the ability to automate the ad-buying process. But while the technology has been a boon for publishers, buyers and creatives alike, some say that it may be impacting the quality of the ads themselves.
However, many other experts have expressed the opposite viewpoint: That Big Data is the solution for not only increasing relevancy, but also for raising user and creative satisfaction with ad quality.
Does the Accelerated Nature of RTB Negatively Impact Ad Quality?
According to a panel discussion on RTB and ad quality reported on by MediaPost, the answer to this question is no. In a post for the site, Cory Treffiletti describes the concern that real-time advertising hampers the ability to deliver high-quality campaigns, because the creative process necessitates advertisers taking their time in creating brand messages that resonate with viewers and impart a storytelling vibe.
A look back at three busy days for Right Media and the rest of the online ad industry
Scores of digital advertising professionals descended on San Francisco last week for the annual ad:tech SF conference and expo, and the heat generated by the show transcended the bay area’s typical cool weather. The Right Media team was out in force, holding dozens of great meetings with current and prospective partners in our meeting rooms.
We started the week with some schmoozing: The Right Media Mixer, a well attended cocktail party at the W Hotel, saw hundreds of attendees getting insights from our executives and teams and offering their own perspectives back to our open ears.
Also held on Monday the 8th was AdExchanger’s one-day Programmatic I/O conference, where speakers opined that automated ad buying is reaching a tipping point less than 10 years after it began. AOL’s Ned Brody predicted that in the near future the ad industry will consolidate and offer publishers fewer, but easier choices—a one-stop shop that would provide all the services currently offered by a multitude of platforms.