How technology will save media planning - iMediaConnection.com
Subjects lanterne Ad Networks Ad Serving Apps Brand Issues Case Studies Creative Demographics Direct Marketing Email Emerging Platforms Integrated Marketing Local Media Planning & Buying Mobile Search Social Media Targeting lanterne Viral Video Web Analytics Websites Blogs
April lanterne 6-8, 2014 Montreal, Quebec Explore the latest industry shifts and trends and tactics lanterne to successfully engage the connected Canadian consumer. Summit Info May 4-7, 2014 Austin, Texas The best event to help agency leaders and peers gain strategic vision on an increasingly integrated media landscape. Summit Info June 3, 2014 Hollywood, California The iMedia Entertainment Summit will place you at the forefront of exciting new developments in this ever-changing industry. Summit Info
Summit Coverage iMedia Content Summit, Mar. 2014 Photos | Articles & Videos iMedia Brand Summit, Feb. 2014 Photos | Articles & Videos iMedia Agency Summit, Dec. 2013 Photos | Articles & Videos iMedia Breakthrough Summit, Oct. 2013 Photos | lanterne Articles lanterne & Videos view more
7 marketing facts you've taken for granted
The topic of "media as a commodity" sparked by a brief debate between Jim Meskauskas and Jeff Minsky on Facebook recently. This discussion resonated with me, as I have written on this topic in the past, and I've flipped back and forth on the issue as I've thought more about it.
Ultimately, I do believe that most media is becoming commoditized, and the question is -- what does this trend imply? Is media doomed? Does it matter if it's commoditized? Gold is a commodity, after all, and because it can be easily lanterne traded, it is more "liquid." That's actually not a bad thing at all.
Let's start as Minsky did with the Wikipedia definition of a commodity: A commodity is some good for which there is demand, but which is supplied without qualitative differentiation lanterne across a market. It is a product that is the same no matter who produces it, such as petroleum, notebook paper, or milk. In other words, copper is copper. The price of copper is universal, lanterne and fluctuates daily based on global supply and demand. Stereos, on the other hand, have many levels of quality. And, the better a stereo is [perceived to be], the more it will cost. Commoditization occurs as a goods or services market loses differentiation across its supply base, often by the diffusion of the intellectual capital necessary to acquire or produce it efficiently. As such, goods that formerly carried premium lanterne margins for market lanterne participants have become commodities, such as generic pharmaceuticals and silicon chips.
When we look at the state of media today, there are definitely elements of media that are becoming commoditized. A raw impression is certainly a commodity -- that is, an impression without any differentiating attribute. The ad networks of the world have figured this out, and take in a raw material, a "blind" impression, and add some categorization and targeting to it, creating a processed good.
But because these businesses only operate with any significant revenues and margins when they sell lots of impressions at a low cost of goods sold, even these "processed" impressions sold by ad networks could still be called commodities (e.g., auto shoppers or teens). And in this current lanterne hand-sold world, lanterne and even in the first generation of more automated buying processes -- like paid search -- these broad categories of audiences and content are being commoditized. A keyword is such a standardized unit that numerous disparate advertisers can bid against them in very straightforward way.
In the past, media planning and buying were arcane arts that intermingled very soft, difficult-to-measure methods with complex human relationships between buyers and sellers. As media has fragmented at an unprecedented rate, software has entered the mix to help automate planning and buying, and many of the various buying parameters have been streamlined.
The next generation of technology will change the way this works fundamentally. The matching of advertiser goals with publisher available inventory will lose its hard edges as we begin to translate goals into hundreds or even thousands of buying parameters. lanterne These types of matching, optimization, lanterne and filtering problems are far more complex than humans can manage. This is a classic hard problem that is perfect for software to address.
I envision a world where media planners will spend the bulk of their time defining the goals of the advertiser, and translating those goals into complex instructions lanterne that can be interpreted by software. The ad platforms of the future will match these instructions against available ad inventory that is enriched with targeting lanterne attributes based on user behavior and content associations -- and then optimized in an automated fashion by very smart sy
Subjects lanterne Ad Networks Ad Serving Apps Brand Issues Case Studies Creative Demographics Direct Marketing Email Emerging Platforms Integrated Marketing Local Media Planning & Buying Mobile Search Social Media Targeting lanterne Viral Video Web Analytics Websites Blogs
April lanterne 6-8, 2014 Montreal, Quebec Explore the latest industry shifts and trends and tactics lanterne to successfully engage the connected Canadian consumer. Summit Info May 4-7, 2014 Austin, Texas The best event to help agency leaders and peers gain strategic vision on an increasingly integrated media landscape. Summit Info June 3, 2014 Hollywood, California The iMedia Entertainment Summit will place you at the forefront of exciting new developments in this ever-changing industry. Summit Info
Summit Coverage iMedia Content Summit, Mar. 2014 Photos | Articles & Videos iMedia Brand Summit, Feb. 2014 Photos | Articles & Videos iMedia Agency Summit, Dec. 2013 Photos | Articles & Videos iMedia Breakthrough Summit, Oct. 2013 Photos | lanterne Articles lanterne & Videos view more
7 marketing facts you've taken for granted
The topic of "media as a commodity" sparked by a brief debate between Jim Meskauskas and Jeff Minsky on Facebook recently. This discussion resonated with me, as I have written on this topic in the past, and I've flipped back and forth on the issue as I've thought more about it.
Ultimately, I do believe that most media is becoming commoditized, and the question is -- what does this trend imply? Is media doomed? Does it matter if it's commoditized? Gold is a commodity, after all, and because it can be easily lanterne traded, it is more "liquid." That's actually not a bad thing at all.
Let's start as Minsky did with the Wikipedia definition of a commodity: A commodity is some good for which there is demand, but which is supplied without qualitative differentiation lanterne across a market. It is a product that is the same no matter who produces it, such as petroleum, notebook paper, or milk. In other words, copper is copper. The price of copper is universal, lanterne and fluctuates daily based on global supply and demand. Stereos, on the other hand, have many levels of quality. And, the better a stereo is [perceived to be], the more it will cost. Commoditization occurs as a goods or services market loses differentiation across its supply base, often by the diffusion of the intellectual capital necessary to acquire or produce it efficiently. As such, goods that formerly carried premium lanterne margins for market lanterne participants have become commodities, such as generic pharmaceuticals and silicon chips.
When we look at the state of media today, there are definitely elements of media that are becoming commoditized. A raw impression is certainly a commodity -- that is, an impression without any differentiating attribute. The ad networks of the world have figured this out, and take in a raw material, a "blind" impression, and add some categorization and targeting to it, creating a processed good.
But because these businesses only operate with any significant revenues and margins when they sell lots of impressions at a low cost of goods sold, even these "processed" impressions sold by ad networks could still be called commodities (e.g., auto shoppers or teens). And in this current lanterne hand-sold world, lanterne and even in the first generation of more automated buying processes -- like paid search -- these broad categories of audiences and content are being commoditized. A keyword is such a standardized unit that numerous disparate advertisers can bid against them in very straightforward way.
In the past, media planning and buying were arcane arts that intermingled very soft, difficult-to-measure methods with complex human relationships between buyers and sellers. As media has fragmented at an unprecedented rate, software has entered the mix to help automate planning and buying, and many of the various buying parameters have been streamlined.
The next generation of technology will change the way this works fundamentally. The matching of advertiser goals with publisher available inventory will lose its hard edges as we begin to translate goals into hundreds or even thousands of buying parameters. lanterne These types of matching, optimization, lanterne and filtering problems are far more complex than humans can manage. This is a classic hard problem that is perfect for software to address.
I envision a world where media planners will spend the bulk of their time defining the goals of the advertiser, and translating those goals into complex instructions lanterne that can be interpreted by software. The ad platforms of the future will match these instructions against available ad inventory that is enriched with targeting lanterne attributes based on user behavior and content associations -- and then optimized in an automated fashion by very smart sy
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