Comments on: Online media planners and buyers lost at sea

By: Lotame | Initial Hypothesis

Lotame | Initial Hypothesis — Wed, 15 Apr 2009 13:41:20 +0000

[...] by page views or time spent, they represent about 90% of online advertising spend. Why is that? As I’ve written before, the job of an online media buyer is seemingly impossible. Audience fragmentation, the [...]

By: Lotame Learnings » Blog Archive » 3 Reasons why data will save online advertising

Fri, 10 Apr 2009 15:34:09 +0000

By: Max Kalehoff

Max Kalehoff — Tue, 15 Apr 2008 15:06:29 +0000

I’m with Çlickable and we’re answering the problem of overwhelming complexity in the online advertising marketplace. It’s killing everyone across the spectrum, but especially among the smaller advertisers, who, collectively, represent half the online advertising economy. Practically, Clickable today is an online solution to make search advertising simple and effective for small and midsize advertisers. We’re delivering an Apple-like experience to managing campaigns across all the major ad networks, while transforming complex analytics into actionable recommendations. This is all part of a larger trend in marketing automation — whereby machines make humans bionic. In the process, advertising grunt work becomes commoditized and expectations of premium value increase. Feel free to check us out at http://www.clickable.com.
Cheers,
Max
Vp-Marketing, Clickable

By: Satya Patel

Satya Patel — Wed, 12 Mar 2008 00:40:36 +0000

I’m in vehement agreement with you, Darren. The agencies that take advantage of these emerging tools by putting them in the hands of educated people with defined processes will be the ones that succeed over the coming decades. There is no doubt the internal adoption curve is an issue, as evidence by the inability for any company, including Google, to make inroads on the ad serving front given the “stickiness” of DFA.

By: Darren Herman

Darren Herman — Mon, 10 Mar 2008 15:00:36 +0000

There are some great tools that agencies can adopt, but remember, we need to adopt them. Once we do adopt them, our teams need to be trained on them and then rolled into the media planning process. I think the one area that people seem to forget about is the internal adoption curve. The digital media scene moves so quickly, it’s impossible for any one person to understand every single player.