Digiday’s Post

The problems with investing #media dollars through #programmatic means are well documented, the most recent example being the Association of National Advertisers’ study released in December. Still, despite these issues, the #marketing and media worlds continue to invest more and more via programmatic means. Why is that? One media agency network, Omnicom Media Group (OMG), argues it’s just a matter of paying attention to the problems and being more careful in how you invest your clients’ dollars programmatically. By using its own standards, as well as those of the #ANA, OMG delivered results for its clients that it said outperformed the averages the ANA study revealed. #omg In this piece by Michael Burgi, we speak to Ryan Eusanio, Alyson Griffin of State Farm, and Bill Duggan.

Under the umbrella of its Council on Accountability and Standards in Advertising (#CASA), last fall Omnicom Media Group formed an initiative that aimed to standardize and align the buy and sell sides of programmatic investment. Led by Ryan Eusanio, managing director of digital activation, #OMG is working with six major SSPs to help align their common interests, including Magnite, Index Exchange, Google Ad Manager, Pubmatic, Freewheel and Microsoft’s Xandr. Outcomes for participating OMG clients (including State Farm insurance) showed that adoption of the shared standards and best practices from both #ANA and its own initiative can generate up to the 90th percentile for premium inventory, said Eusanio. Similarly, OMG was able to keep MFA delivery to less than 1%, compared to the 15% average found in ANA’s study.

Programmatic is undoubtedly one of the greatest contributors to the advertising industry's carbon footprint, and is only set to increase with the growing usage of principal media - programmatic inventory controlled by holding companies. Despite this, there are several important steps that brands can be taking to reduce waste in the complex programmatic supply chain, and there is a strong business imperative to do so, which Hannah Mirza discusses in her latest piece for The Media Leader UK. Read more here: https://lnkd.in/db88iEx9 #sustainablemedia #programmatic #principalmedia #responsiblemarketing

As the recent ANA transparency study revealed, programmatic waste remains a critical challenge for marketers — and one that Omnicom Media Group is committed to resolving for our clients and the industry. To that end, our Council on Accountability and Standards (CASA) has been working diligently to establish a standards-based approach to programmatic investment that enables buyer-friendly capabilities across SSPs.     The process begins with bringing buyers and sellers closer together to deliver the quality inventory and supply chain transparency that is essential to achieving better programmatic ROI. Looking at the results that our clients who took part in the ANA study achieved, our standards-based approach is meeting the ambition.     As State Farm’s Head of Marketing Alyson Griffith said about her company’s participation in the study, "The outstanding outcomes affirm the agency’s commitment to transparency, standards, and innovation that deliver measurable results. Understanding where our ads are delivered and how they’re purchased are a key part of proving the effectiveness of our advertising."   ANA EVP Bill Duggan offered a perfect summation of why OMG clients were able to outperform in the real-world buys tracked in the study: "The marketers winning in programmatic advertising are those which take an active interest in media. They ask questions, get answers, take action, and improve performance. And they work with agenda partners who understand that and are proactive on their behalf." #TransformExperiences #BeOMG

⁉️Is advertising spend today less effective than it used to be? An ANA study has found that only 36c in every $1 spent on programmatic advertising is seen by the consumer, and that 86% of all ad impressions came from just 7% of sites where the ad appeared (listen here: https://lnkd.in/gb-NF3yc). I worked at a “traditional” media organisation for quite a while and I’d often hear some variation of the old Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don't know which half”, as an argument against spending on traditional channels. So 36% vs 50% 🤔 Mi3Australia #advertising #advertisingandmarketing #programmatic #media

Key takeaways from MediaPost's interview with Skai's Noa Reikhav and Michelle Urwin: 📺 The convergence of CTV and performance-based digital advertising provides a unique opportunity to develop new analytical frameworks, and potentially even new metrics. 🛒 With 65% of advertisers incorporating social commerce into their retail media strategy and 60% using offsite ads, tools for decisioning, activation, and optimization are crucial to success. 🌪 Managing media budgets across the ever-expanding channels and networks has become increasingly difficult -- advertisers are looking for an integrated, full-funnel solution. And as Noa says, “When there isn’t a solution, we create and build one." Get the full story:

This is a campaign cycle where the environment is the most uncertain it’s been in a generation. However, there’s one area where practitioners can find consistency from now until November: the programmatic advertising environment. Digital Media Consultants Find a Surprising Source of Calm In a Chaotic Cycle: The Ad Delivery Experience

Another study confirming the impact that audio advertising has when combined with digital campaigns. Uplift in reach, and as they occupy different levels in the consideration funnel there must also then be an uplift in conversion. Shifting digital only budgets tona combo budget is a better plan. Says Neilsen.

The Association of National Advertisers’s latest transparency report looks ugly for agencies, the ad tech supply chain, marketers and their procurement departments. Probably why its findings – just 36 cents on the programmatic dollar stand a chance of being seen by audiences – have been met with deafening silence. None of the big agency holdcos have piped up, while Google, Yahoo, The Trade Desk, PubMatic and other major adtech players didn’t allow the ANA into their systems. Not even Procter & Gamble played ball. Nick Manning, who co-authored the ANA’s scoping brief, says even 36 cents on the programmatic dollar is optimistic – because the investigation spanned sophisticated advertisers and because it doesn’t factor-in things like agency commissions while its calculations are based off feeble viewability metrics. “We are talking about a massive global marketplace and it is out of control,” says Manning. “Nobody wants to derail the gravy train.” But the report differs from myriad predecessors because it spells out exactly how advertisers, their procurement departments and agencies can regain control. Here’s what’s going wrong in the $88bn marketplace, and for those with appetite, how to fix it… Before the open web money gets rechanneled from publishers to walled gardens and retail media. 

Media is in its convergence era! Here are key takeaways from MediaPost's interview with Skai's Noa Reikhav and Michelle Urwin about what this means: 📺 The intersection of CTV and performance-based digital advertising provides a unique opportunity to develop new analytical frameworks, and potentially even new metrics. 🛒 With 65% of advertisers incorporating social commerce into their retail media strategy and 60% using offsite ads, tools for decisioning, activation, and optimization are crucial to success. 🌪 Managing media budgets across the ever-expanding channels and networks has become increasingly difficult -- advertisers are looking for an integrated, full-funnel solution. And as Noa says, “When there isn’t a solution, we create and build one." Get the full story: https://okt.to/wcdmZ8