61 Marketing Trends found for Media / Radio


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Global Adspend on Course to Hit $1.9 Trillion by 2015

Bottom Line: The ongoing proliferation of digital media will create increasing media and ad evaluation problems over the next five years.


In its latest survey of the world's media industry -- Global Entertainment and Media Outlook: 2011-2015 -- PricewaterhouseCoopers reviews a "constantly changing environment where new online resources, formats and uses are being developed." It's a scenario, says the consultancy, that makes measuring the effectiveness of online advertising a complex matter. The study considers the different ways of measuring the effectiveness of online advertising, noting as a starting point that ...

[Estimated timeframe: Q3 2011 - 2015]

... in 2010 advertising budgets allocated to internet media represented 16% of total advertising expenditure worldwide -- a figure that could reach 21% within the next four years.

Warn the report's authors, Marcel Fenez and Christ Economos: "With an increasing proportion of advertising budgets going to online campaigns, measuring performance is more than ever a key issue."

The findings of the study, which includes input from eleven major global advertisers, identifies the different ways of measuring the effectiveness of online advertising:

  • Objectives of online communications strategies
     
  • The web's contribution to branding objectives
     
  • Impact of online campaigns on offline sales
     
  • Media mix effectiveness
     
  • Impact of online advertising on browsing behaviour
     
  • Impact of targeting on all aspects of a campaign
     
  • Impact of advertising formats on conversion and branding.

As part of PwC's global consumer research program, the firm's Entertainment, Media, and Communications practice is conducting a series of consumer discovery sessions to elicit candid feedback and gain new understanding of consumer attitudes and behaviors in a rapidly changing media landscape.

Sampling the 18 to 24 age group, the research combines facilitated online community discussions with face-to-face consumer discovery sessions. Hypes PwC: "This integrated approach yields powerful business insights that help our clients identify and capitalize on emerging trends."

[One of PwC's most illustrious clients being, of course, the Interactive Advertising Bureau.] 

 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: PWC.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5595

China Proposes Global Media Oversight Body

Bottom Line: Proposal could eventually result in formation of a global UN-style media oversight body.


Earlier this week the Wall Street Journal published an articled penned by Li Congjun, president of China's Xinhua News Agency. Entitled Toward a New World Media Order, Li argues the case "when the conditions are ripe" for a  long-term, non-governmental mechanism to coordinate the global media industry, likening it to a "Media UN". His proposal is likely to trigger much impassioned debate and - almost certainly - vehement opposition from within the media market. Nevertheless Li's proposal will not fall on entirely fallow ground, given the increasing globalisation of media channels and concerns about ...

[Estimated timeframe: Q3 2011 onward]

... privacy abuse by the media coupled with governmental manipulation and news management - not least in China itself. This is the full text of Mr Li's article:

The world established a new international order after World War II with the founding of the United Nations. For over six decades, the international community has endeavored to create a more balanced, just and rational political and economic order.

Unfortunately the rules governing the international media order lag behind the times, especially compared to changes in politics and economics. The gap is seen, first and foremost, in the extremely uneven pattern of international communication.

The flow of information is basically one-way: from West to East, North to South, and from developed to developing countries.

In 1980, the 21st General Conference of the United Nations Educational, Scientific and Cultural Organization (Unesco) addressed the imbalance and inequality in international news reporting and called for a new order in international mass communication. Over the years, a growing number of insightful people, including many from the West, have proposed changes with the conviction that the existing order is far from just, rational and balanced.

In our interdependent world, the human community needs a set of more civilized rules to govern international mass communication. This reminds me of bridge, a game I truly enjoy. Modern bridge is known as contract bridge, indicating that players are bound by a contract and the game is a bidding process, in which wise and effective exchanges of information rely on collaboration and communication carried out in a fair and just manner.

Earlier variations of bridge, known as bridge-whist or straight bridge, were different. In bridge-whist, there was no bidding and the game was all about gambling, making communication difficult. The modern game has been shaped by gradual rule changes over the years.

The "bridge" linking modern information flow and the international media is crumbling, in a sense, due to a lack of fair "contracting" and "gaming." This situation is incompatible with the contemporary world. An unjust and irrational order hinders the global media industry's sustainable development and contributes to the problems in today's world. We need to start a constructive reform through rule changes to rebuild the bridge of communication and let the media industry play a more active role in promoting the advancement of human civilization.

Four principles should guide changes in the value system:

  • Fairness: This requires that media organizations from all countries should have the right to participate in international communication on equal terms. Those media organizations in turn should provide comprehensive, objective, fair, balanced and accurate coverage to minimize discrimination and prejudice.
     
  • All-win: It is advisable to create conditions allowing media organizations from different countries to share the fruits of development in information and communication industries, to play an active role in international mass communication, and to reverse the unbalanced situation where the strong get stronger and the weak get weaker.
     
  • Inclusion: To maintain the world's diversity, media must respect the unique cultures, customs, beliefs and values of different nations; strive to dispel suspicions and remove barriers between different cultures and civilizations; enhance dialogue and communication; and seek common ground while putting aside differences.
     
  • Responsibility: Media organizations should not only ensure openness and transparency to promote the building of an open society, but also keep to rational and constructive rules so as to turn mass communication into an active force for promoting social progress.

We must also keep improving rules and explore new mechanisms governing international communication. Unesco should actively negotiate and settle issues within the U.N. framework. However, it is necessary to keep improving rules and, when the conditions are ripe, to explore a long-term, nongovernmental mechanism to coordinate the global media industry, something like a "media U.N."

This can be a mechanism for global media exchanges and consultation, and it may evolve into an organization for coordination and maybe even arbitration.

A sports analogy may help explain what I mean. Ping-pong, or table tennis, played a unique role in restoring China-U.S. relations in the 1970s and is known as China's "national sport." For many years, Chinese ping-pong players have taken the top prize in almost all major international events. This presents a paradox: The stronger a team becomes, the more it desires to maintain its position and keep improving. However, when a team is invincible for too long, few others are inclined to compete.

In the long run, the sport in which China enjoys so much advantage will be less appealing, less viable, and may eventually be excluded from future Olympic Games. In fact, ping-pong has undergone a series of major rule changes over the past two decades. After the 2000 Summer Olympics in Sydney, the older 38mm balls were replaced by 40mm balls and the former 21-point scoring system was changed to an 11-point system. These changes, aimed at limiting the advantage of "super players," have made the sport more enticing to players from different countries.

The theories of "checking superpower" and "maintaining equilibrium" also apply to the media.

It is time to reverse the marginalization of developing nations in the media, change their underdeveloped status, and enhance their rights of expression in the international media market.

To that end, a mechanism for international cooperation, exchange and coordination is needed, as well as an increase in funds and technical support for media from developing countries.
Almost five decades after the discovery of the double helix, James Watson said in his book, "DNA: The Secret of Life," that the Human Genome Project found that human beings are similar in genetic makeup. Our common ground is far wider than any potential gulf that threatens to separate us.

Information flow, like gene transcription and expression, plays a vital role in the evolution of civilization. Resetting rules and order in the international media industry is an adaptation to the trend of democratization of international relations. With diversified expression and information flow, we can mend the broken bridge of cross-cultural communication and build an information link to the future.

[MarketingTomorrow doubts Mr Li's concept will win much favour with the planet's media barons and tantamount to lèse majesté at the Palace of Murdoch!]


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Xinhua.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5586

Real-Time Ad Bidding/Buying Set to Grow 233% in 2011

History will record 2010 as the year in which real-time auctions of advertising time and space really took off, notching total revenues of $353 million in the US. Anno domini 2011, however, will be the year in which real-time ad-bidding platforms became mainstream, generating revenues of $823m, according to Forrester Research's crystal ball. The study not only highlights changes in media buying but also reveals that ...

[Estimated timeframe: Q1 2011 onward]

... technological complexity, regulatory ambiguity and fears of poor inventory quality remain unassuaged.

The report also suggests that publishers standing on the sidelines will forfeit an opportunity to participate in the market, as real-time buying [RTB] grows and expands worldwide.

According to the report's commissioner, Admeld ceo Michael Barrett, buyers at larger agencies can create and have access to their own trading desks, but only a few help the smaller companies.

Says Barrett: "The adoption level has been fast-paced, but some of the issues seen last year revolve around the plumping. This year, we're solving the problem of bringing more high-quality inventory, which should accelerate the growth of real-time bidding."

Poor-quality inventory continues to keep some brands from essaying RTB. Financial services and telecom businesses quickly adopted the method, but consumer packaged-goods companies have been slow to jump aboard.

Technologies from demand-side platforms, data management, ad exchanges and servers that make up a complex RTB platform also limit adoption. The study suggests that disparate systems will keep many small companies away.

Nevertheless, although there have been admitted challenges, companies in the UK and Germany have increased spending on Admeld's RTB platform during the past six months by respective factors of four and twelve.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5499

US Congress Members Demand Revival of Media 'Fairness Doctrine'

Motivated by the tragic massacre in Tucson Arizona, influential Congressmen are demanding the resuscitation of the so-called 'Fairness Doctrine' - a policy enforced by the Federal Communications Commission that required US broadcasters to allocate equal time to opposing political and ethical views. The doctrine was ruled "unconstitutional" in 1987 by the US Supreme Court but influential Democrats are now demanding its revival. Representative Jim Clyburn (Democrat-South Carolina), the third most senior Democrat in the House, believes that  ...

[Estimated timeframe: Q1 2011 onward]

... standards should be put in place to guarantee balanced media coverage - the lack of which, he argues, has stirred-up hatred, political extremism and violence.

Says Clyburn: "Free speech is as free speech does. You cannot yell 'fire' in a crowded theater and call it free speech; and some of what I hear, and is being called free speech, is worse than that."

Fellow Democrat, Representative Bob Brady (Pennsylvania) is of like mind, appearing on cable news programs to demand legislation that would make it a federal crime to use images or language that threaten public officials - for example Sarah Palin's use of targets on a map.

The legislation would give federal lawmakers and officials the same level of protection as the President.

Meantime, The National Hispanic Media Coalition is urging the Federal Communications Commission to examine and report upon the extent and effects of hate speech in media. The organization has also requested that the National Telecommunications and Information Administration update its 1993 report, The Role of Telecommunications in Hate Crimes.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5475

Hollywood Studios Unite to Offer 'Cloud' Media Storage for Consumers

Six Hollywood studios - Warner Bros, Paramount Pictures, Sony Pictures, 20th Century Fox, Universal Pictures and Lionsgate -have thrown their combined muscle behind Ultraviolet, a new cloud-based venture that enables consumers to permanently "file" their media library of movies, DVDs and other content in a location where it can't - in theory at least - be lost. The project will likely become a key element in future home entertainment, that will also ...
 

[Estimated timeframe: Q1 2011 onward]

...  lift sales of movies and TV shows, injecting new vitality into the home entertainment market, which continues to experience severe decline after five consecutive years.

In 2010 total revenue from DVD, high-definition Blu-ray discs and digital sales and rentals of movies and TV shows fell 3% to $18.8 billion. Media-owners' sole consolation is that losses narrowed from an (almost) 8% decline a year earlier.

Meantime, as every bookie knows, there's no such thing as a 'cert'. But Ultraviolet is as near to a 'sure thing' as Brooklyn is to Queens.

Especially given the fact that forty-six technology companies and retailers - among them Best Buy, Comcast, Samsung Electronics and Toshiba - are also backing the venture.
 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5474

US Adland-Media Mergers & Acquisitions Expected to Rise in 2011

"[America's] ad industry and media companies should brace for a wild ride next year," predicts daily news bulletin MediaPost, citing a study released Wednesday by AdMedia Partners. Between 78% and 86% of respondents to the survey expect M&A for content and services, respectively, to come from strategic buyers and between 63% and 68% from financial buyers such as equity firms and investors. And there are reasonably positive feelings about the overall economy ...

[Estimated timeframe: Q2 2011 onward]

...  with over half (58%) of respondents believing US business will grow stronger in 2011 versus 2010.

Financial buyers, including private equity firms and investors, expressed a strong interest in investing in online companies. Sixty-two percent want to explore information and database publishing and online media, while 54% will look into social marketing and marketing technologies.

While companies believe their own business will grow, they also believe competition will continue to increase.

  • When asked where they were seeing newcomers entering the markets, 68% of service firms predict that new competition will come from marketing technology companies, and 48% expect the threat to come from content companies.
     
  • Twenty-nine percent of services firms indicated an interest in developing or acquiring content development or ownership in 2011, while 40% of content firms expressed a desire to develop or acquire marketing services capabilities.
     
  • A majority of respondents in the services sector see new entrants in their market from the marketing technology sector, and almost half from the content and media industry.
     
  • The rising need for digital media channels and convergence of marketing, media and technology will continue to evolve business models, and only 38% of respondents from the content sector believe online content companies have developed a sustainable business model.

Says Seth Alpert, managing director at AdMedia Partners: "The perception of increased convergence and the lines between marketing, media and technology become more muddled. Nearly half of the marketing services firms think content companies will compete against them, and others think the technology guys are coming after the services guys."


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5441

Are Media Planning Metrics Set for Seismic Change?

Adland afficionados of media measurement jargon are in for a field day if Matterhorn, a new media metrics product, eventually become the adopted norm in media-planning circles. However, us ordinary mortals who cant' tell our R&F (reach and frequency) from our GRP (gross rating point), CPI (cost per impression) or CPM (cost per 1000) might just understand the latest trend in media acronyms - ROI. And while those vital initials have always been a key (if vague) element in media planning, a new product just launched by US workflow systems specialist Telmar, promises to make it a very specific term in future.
 

[Estimated timeframe:Q1 2011 onward]

Matterhorn incorporates data analyzing the effectiveness of billions of dollars of marketing campaigns to understand the impact specific media - and changes in media plans - have on marketing goals.

Although those goals oftern are short-term sales results, the new Telmar system is designed to factor other important results as well, including brand awareness, differentiation and persuasion over the life of a media plan.

This has been the Holy Grail of media planning for years," says Telmar ceo Stan Federman, during an exclusive preview of the system for Media Daily News.

The Grail to which he refers is the elusive goal of linking media exposure to marketing results, and the multitude of attempts made on Madison Avenue - including expensive "single-source" measurement systems, and proprietary marketer and agency systems.

While many of those efforts continue, including a new collaboration between The Nielsen Company and Calatina Marketing, Federman claims that Telmar's system is designed to make the process easy for planners to use on-the-fly with criteria that are relevant for specific consumer marketing categories.

The data, which is based on years of statistical analysis by Marketing Evolution, a leader in the field of marketing mix modeling, will initially enable markets and agencies to compare upward of 147 ROI variables for fifteen discrete marketing categories, including automotive, financial services, entertainment and consumer packaged goods.

Federman said Telmar is offering those categories to one agency each for the first six months of the service, and then will open it to the general marketplace.

"Reach and frequency is great. CPM is great, but what's it really going to do in terms of moving my client's goods," Federman said. Now planners have the ability to take the time-consumer marketing ROI analysis and build it into their plans."

 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5431

UK Government to Review Copyright Laws, Says Prime Minister

Britain's intellectual property laws are to be reviewed to "make them fit for the internet age," prime minister David Cameron (left) has announced. He said the law could be relaxed to allow greater use of copyright material without the owner's permission. His announcement was welcomed by internet campaigners who contend it will boost small businesses.

 

[Estimated timeframe: Q4 2010- onward]

However, any changes are likely to be strongly resisted by the music and film industries who have campaigned against copyright reform.

Speaking at an event in the East End of London, at which he announced a series of investments by IT giants including Facebook and Google, the prime minister said:  "The service [such companies] provide depends on taking a snapshot of all the content on the internet at any one time and they feel our copyright system is not as friendly to this sort of innovation as it is in the United States.

"Over there, they have what are called 'fair-use' provisions, which some people believe gives companies more breathing space to create new products and services.

"So I can announce today that we are reviewing our IP laws, to see if we can make them fit for the internet age. I want to encourage the sort of creative innovation that exists in America."

Commented Jim Killock of the UK Open Rights group: "It is long overdue - some of our copyright laws are frankly preposterous.”

 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: http://www.bbc.co.uk/news/uk-politics-11695416
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5369

Strongest Recovery for Global Adspend in 2012, Zenith Predicts

The advertising recovery has continued to surprise on the upside, prompting ZenithOptimedia to upgrade its forecast for global ad growth this year from 3.5% to 4.8%. Says the multinational media agency: "We have upgraded our forecasts for all regions in 2010. Our forecasts for 2011 have increased from 4.5% to 4.6%, but this now represents a mild slowdown from the unexpectedly strong 2010. Advertising has shrunk as a proportion of world GDP from 0.88% in 2007 to 0.75% in 2010. We do not expect this proportion to rise while debt, unemployment and austerity threaten the recovery. However, 2012 will be the strongest year of the upturn so far, with 5.4% growth, and growth rates of 6%+ are in prospect once advertisers regain confidence in the economy."
 

[Estimated timeframe: Q4 2010 - 2012]

Television and the internet did well in the downturn and will continue to win market share during the recovery. We predict television's share to rise from 39.2% in 2009 to 41.6% in 2012, and the internet's share to rise from 12.8% to 16.5% over the same period.

ZenithOptimedia has upgraded its forecasts for global ad expenditure growth in 2010 to 4.8%, up from the 3.5% it forecast at the beginning of July. This is the fourth upgrade in a row, after six consecutive downgrades.

  • All regions have grown faster than expected this year. We have given minor upgrades to Asia Pacific, Central & Eastern Europe and Africa/Middle East/Rest of World (of between 0.2 and 0.5 percentage points), all of which have been growing healthily for some time now. North America is up from 1.3% to 2.4%, and Western Europe is up from 2.2% to 3.0%. The most dramatic revision is in Latin America, where we now expect 16.8% growth this year, up from 7.0%, after an explosion of growth in Brazil. We were initially cautious about prospects for Brazil after a sharp quarter-on-quarter drop in spend in Q1, but Q2 was so strong - up by 32% quarter on quarter, and 57% year on year - that we completely overhauled our forecasts for the market. We do not expect it to maintain this pace of year-on-year growth throughout 2010, but forecast 26% growth over the course of the year.
     
  • Although we have increased our forecast for global growth in 2011 from 4.5% to 4.6%, this now represents a minor slowdown after the surprisingly strong growth of 2010. Advertisers in the developed markets remain cautious about the future, and will not commit to ambitious expansion plans while unemployment and debt remain so high, and government spending cuts threaten the recovery in demand.
     
  • Our forecasts for ad expenditure growth remain below the expected growth in nominal GDP (which is growing at about 6% a year) throughout our forecast period. Advertising has fallen as a proportion of GDP from 0.88% in 2007 to 0.75% in 2010, and will slip to 0.74% in 2012. We do, however, expect ad expenditure to grow 5.4% in 2012 (just below the growth rate of nominal GDP), making it the strongest year of recovery so far. Once advertisers are confident that the economic upturn will be sustained, we can expect growth in ad expenditure to exceed the 6% GDP growth rate.
     
  • We now forecast 2.4% growth in North America, up from the 1.3% growth we forecast three months ago. Most of the large financial, retail and automotive spenders have returned to the market in the US. Political advertising spend on local television is 61% higher than in 2008, and - alongside public relations spend by BP - is pushing sales by television stations in Florida, Texas and Louisiana to record levels. Magazine readership is up, and publishers have invested heavily in new titles - 68 new magazines launched in July, for example. We have doubled our forecasts for US growth this year from 1.1% to 2.2%, while Canada is up from 5.4% to 6.5%.
     
  • Summer is traditionally a quiet season for advertising in Western Europe, but this summer was a strong one, partly thanks to the World Cup football in a favourable time zone for European viewers. The best-performing markets were France (where we now expect 4.0% growth in 2010), the UK (4.5% growth in 2010), Finland (4.9%), Norway (6.0%), Sweden (6.6%) and Belgium (7.4%). We now predict 3.0% growth for Western Europe in 2010, and the same in 2011.
     
  • We now forecast Japan to shrink by 0.3% this year, an improvement on the 0.7% decline we forecast in July, after a strong GDP report in September. The only other market that is shrinking in Asia Pacific is New Zealand, which we expect to shrink 0.4%. The rest of the region is growing healthily and in eight markets (China, India, Indonesia, Malaysia, Pakistan, the Philippines, Thailand and Vietnam) growth is in double digits. Over the next few years we expect slow improvement in Japan, together with continued strong growth from the rest of the region, generating 6.3% growth for Asia Pacific in 2010, followed by 6.4% in 2011 and 7.4% in 2012.
     
  • A few of the smaller markets in Latin America are facing a year of slow growth in 2010: we forecast Chile, Costa Rica, Puerto Rico and Uruguay to grow by 1%-2% each. But most markets have fully recovered and are enjoying a year of healthy expansion, particularly - as we mentioned earlier - Brazil, which we forecast to grow 26%. We also expect 12%-16% growth from Argentina, Mexico, Panama, Peru and Venezuela, and 17% growth for the region as a whole, slowing to a more sustainable 9% in 2011 and 2012.
     
  • Central & Eastern Europe suffered more from the downturn than any other region, losing 24.6% of ad expenditure in 2009. The region is now split between those markets that quickly recovered and are now making up lost ground (notably Belarus, Bosnia and Herzegovina, Russia, Serbia, Slovenia, Turkey and Ukraine, which we forecast to grow by between 10% and 30% this year), and those where entrenched economic problems are still dragging down ad expenditure (Bulgaria, Estonia, Greece, Hungary, Latvia and Romania, which we expect to shrink by between 4% and 17%). We predict that Greece - suffering from debt crisis and austerity - faces the most prolonged decline, with a 17% drop in ad expenditure in 2010 followed by a 5% drop in 2011. Latvia is not far behind, with 14% decline forecast for 2010 and 4% decline forecast in 2011.
     
  • We expect all other markets to return to growth in 2011, however, and forecast steady improvement in ad expenditure for Central & Eastern, from 7.2% growth in 2010 to 9.9% in 2011 and 11.0% in 2012.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: ZenithOptimedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5344

Will New Online Media Exchange Win Where Google Failed?

MediaBank, a media-buying platform start-up, is challenging America's entire media-buying/selling model. The move was initiated this week, less than two months after the venture capital backed fledgling hired online industry guru Bill Wise as ceo. It propels the company into territory where Google and other well-capitalized online-based cross-platform media-buying exchanges have recently failed. Hot from the MediaBank drawing board and into the Madison Avenue fray is a new online system that ...

[Estimated timeframe:Q3 2010 - onward]

... advertisers and agencies can use to buy traditional media and (eventually) digital media too. In throwing down the gauntle to Donovan Data Systems, the ruling supremo, MediaBank has triggered something of a tsunami on Madison Avenue.

MediaBank labels its new system a 'DSP' - or Demand Side Platform to non-Jargonistas. It enables the demand-side (advertisers and agencies) to buy unsold online display advertising inventory based on the audiences they want to reach.

Significantly, DSPs grew out of a hyper-fragmented, disaggregated part of the online industry - the billions of impressions of display advertising inventory that go unsold by online publishers' own sales forces - but these platforms have matured into a product with significant implications for the entire media industry, and Madison Avenue as well.

DSP's significance is that they shift the emphasis from buying "media inventory that reaches consumers" to a model "that buys reach among consumers that happen to be using specific media".

As MediaPost comments: "That may seem like a subtle difference, but it is a profound change, because it effectively decouples ad buys from media content, and puts the emphasis on their audience."

The concept grew out of the online marketplace, where a wide array of third-party intermediaries, especially an array of broad-based and vertical advertising networks, enabled advertisers and agencies to skim off, and re-aggregate only the audiences they want to reach online.

Big ad agencies have also gotten into the game and have created their own in-house platforms such as Interpublic's Cadreon and Havas' Adnetik and say that by doing so, they have effectively flipped the model from buying media to "buying audiences."

But the online display advertising industry has grown so fragmented with third-party intermediaries - ad networks, ad network aggregators, data exchanges, agency buying exchanges, etc. - that many players are repositioning themselves as DSPs, a strategy that appears to be winning the day because DSPs provide a more simplified solution that can be used to manage the clutter and debris of the present media market.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5313



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