Results tagged “4As” from IABlog
Marketers love digital media, plain and simple. The digital platform gives marketers opportunities to create conversations and consumer relationships that heretofore were not possible. Brands are being built and results are being generated due to digital’s expansion within the marketing mix.
But marketers are also frustrated by the lack of “viewability”. In 2012, according to various sources, 1.8 trillion display ads were paid for, but could not be seen. We are close to realizing a material improvement to this fundamental issue: viewability. Yes, the viewable impression is nearly here. The Media Rating Council (MRC) expects to lift its Viewable Impression Advisory by the end of this year, and at that time marketers will eagerly start buying digital media on viewable metrics. Publishers and agencies, we hope you’re ready.
Marketers reportedly waste billions of dollars annually in display ads that are not viewable. ANA’s Board of Directors and the larger marketing community have demanded that viewability become the basis for digital currency and transactions.
In February 2011, when ANA joined with IAB and the 4A’s to start the Making Measurement Make Sense initiative, we recognized a tremendous shortfall in digital spending productivity. We saw a substantial confidence gap in understanding the value of marketing investment in display and video advertising. We were horrified that the media that was “supposed to be the most accountable” was turning out to be the least accountable. With great anticipation, we are now just a few months away from resolving a significant driver of this dilemma.
The foundation of this excitement is the overdue shift from served impressions to viewable impressions. It gives marketers the assurance that consumers get to see the ad that they paid to place. Critically, it opens the opportunity for apples-to-apples cross-platform comparisons that will increase marketer confidence in the development of intelligent and capable multi-screen marketing plans. It provides marketers with the accountability they need to embrace digital more enthusiastically. There’s also a great benefit for publishers, agencies, and others that succeed in making the transformation to viewable, as they will become the preferred partners of these hungry marketers. The upside is enormous for all those that make the shift.
We recognize, however, that the move to viewable is rattling many businesses to their cores. Publishers need to adopt SafeFrame to increase the proportion of their inventory that is measurable for viewability, and to adjust the very constitution of their operations to manage this important currency change.
We understand that the system will be imperfect. Refinement of viewable impression transactions will continue even after the MRC Advisory is lifted. For example, new complexities in discrepancy resolution will need to be explored and resolved
There is no turning back. The marketing community has waited too long and wasted too much money not to make the leap to viewable. We cannot be frozen by fear or perfectionism either. Without forward motion, we will undermine the advancements already established. We will also undercut future enhancements that will make digital media a more appealing brand-building investment for marketers.
The viewable impression will be the foundation of fundamental innovations such as the Digital GRP. Creating a GRP that is comparable to that in other media is crucial for the evolution of cross-platform analytics. Marketer’s inherent challenge to enhance integrated marketing would be dramatically reduced by a “common GRP.” This would facilitate improved decision-making and resolve cornerstone issues such as marketing mix modeling and media budgeting decisions. Combined with the growing use of the common coding power of Ad-ID, marketing measurement for publishers, agencies, and marketers would be turbocharged.
For the digital media industry, the only question is how fast we can implement these historic changes. The MRC is bounding onwards, completing the work needed to lift the advisory and continuing to guide us toward a more accountable media marketplace. For agencies, forward motion means being ready to rely on the clarity provided by these new metrics to advise and act in the best interests of marketers. For publishers, it means adopting SafeFrame now and being ready to satisfy marketer demand for viewable impression transactions by the end of the year.
This is the age of accountability. If you’re ready to meet the demands of the day, you’ll be greatly rewarded. But if you’re not a participant, you’ll run the risk of being left on the sidelines. Let’s do this all together and move the industry decidedly forward.
About the Author
Bob Liodice is President and Chief Executive Officer, Association of National Advertisers
Though well-intended, recent press regarding the so-called “glass ceiling” for women in Interactive Advertising, or “Ad Tech” rubbed me the wrong way. Why? I think it sends the wrong message. It’s factual that there are fewer women in Ad Tech in contrast to other sectors. However, characterizing the industry as promoting glass ceiling type barriers that were common during the single-income household, post-Industrial, Mad Men era of advertising is overreaching. It is also untrue and unfair to the ample number of accomplished, hard working women in our space.
Personally speaking, leaving a research role in the Ivy league and then an account role at a traditional ad agency to move to the space in 1996 was one of the most liberating and role empowering moves I ever made. Gone were the days when the account managers and planners were merely a rung above the mail room and when career development growth and path was slow and irrational regardless of education or drive. Found were the 24-7 digital innovation launch pads - positions that were the wrong fit for many, but the perfect fit for ambitious, energetic, creative, smart professionals of a certain kind. The trade-off? Pretty much everything - but gender was not the barrier. As long as you were willing to work your tail off and focus on the real and not the hype, you had a good job, good pay, good culture, super-smart peers and a long career. It was and still is a high-opportunity space.
Moreover, Ad Tech had and still has many powerful leaders that also happen to be women. And, it’s not just the marketing women as if marketing is not one of the anchor disciplines of all businesses!
Gail Goodman for one. Gail has served as the CEO and Chairman of Constant Contact for many years. Anna Zornosa, former CEO of Topica (and now EVP/GM of Dealix), was another early female to Ad Tech as was one of her key competitors, another female founder and CEO, Janine Popick of Vertical Response. Around the same time, Fran Maier, current board member and President of TRUSTe, was co-founding Match.com.
There’s more. Think Jeanniey Mullen, now Global EVP/CMO of Zinio - a role that many of us (my male and female peers alike) turned our heads to acknowledge based on its boldness and clout. Jeanniey made a digital name for herself at Ogilvy, as did her super-smart and talented lady-peer, Melinda Krueger (now consulting for ExactTarget). Don’t forget Stephanie Miller. Who could? Stephanie was more or less the face for ReturnPath until her recent departure for Aprimo - where she serves in a similar role. But, it’s not just Ad Tech as we know it.
Up the corporate food chain in critical roles at the Big 3 and/or at the agency-partner level, there are more examples gracing the corporate board rooms with their acumen, value and style! Marissa Mayer, Vice President of Location and Local Services, is one of the more public faces of Google. Mayer’s been there since the nineties when she was one of the first engineers hired by the big G. Then, there’s Wenda Harris Millard of MediaLink. In my humble opinion, Wenda deserves a special call out. Why? Because some of the current male Ad Tech CEOs are playfully referred to as “Wenda’s kids!” Also in the C-suite, look to Google again. Sitting in that hot little Head of Privacy role, yep, another lady - the fabulous Anne Toth!
On the publishing side, there’s Amra Tareen, the former founder and CEO of Allvoices.com, a company that, in full disclosure, sold to ours earlier this year. Guiding publishers that need to survive the shift to digital is Laredo Group founder and CEO, Leslie Laredo.
Covering it all? Rebecca Lieb, one of the most respected and sometimes feared editors-in-chief. Now an analyst with Altimeter Group, Rebecca was known for her bullish dedication to writing stories versus the type of press release-like articles that self-respecting journalists half-laughingly refer to as “wet kisses.” We are all fortunate she continues to cover our space. Other notable female analysts that have a long history of serving and analyzing Ad Tech include Forrester Research’s Shar Van Boskirk, Joanna O’Connell as well as Altimeter Group analyst Charlene Li.
Now, I will be honest. While there are women in great Ad Tech roles, I haven’t done my math on the exact ratio of women to men in our space nor do I care to. Again, I think it sends the wrong message. From primary experience, I can tell you that there are two areas in digital tech that I hardly see any women - the water cooler and the office pool. But, don’t take it from me. Here’s what three of the leaders mentioned above have to say about this topic!
“When I took the reins of ClickZ, I did so from its two founders, one of whom is Ann Handley, still an influencer in digital marketing at the helm of Marketing Profs, and (like me) an author of books on the industry. Over the years, my career and visibility has also been promoted by female colleagues, like the powerful Sue Bratton, who built the ad:tech conference into a juggernaut. I just joined the Altimeter Group due in large part to my unbridled admiration for the company’s brilliant and inspiring founder, Charlene Li. We women in digital marketing and Ad Technology know one another, collaborate and support one another not because we’re chicks, but instead out of real respect and mutual admiration. Anything less? That would be sexist.” - Rebecca Lieb, Analyst, Altimeter Group
“50% of the population has a great deal to offer tech businesses and boards. It’s about time we tapped into the broader perspectives and experience women bring especially given their overall buying power and influence. ” - Fran Maier, President, TRUSTe
“In my roles as Global EVP and CMO of Zinio and VIVmag, the worlds’ of publishing, advertising and technology watch our every innovation with great interest. And you better believe that the customers are watching and commenting too. No matter what the goal, challenge or opportunity is, I have come to rely on great advice from a group of female executives who provide insight and advice with candor. Women like Hope Frank, CMO of Webtrends, or Renata McGriff, Pioneer and Co-Founder of CARETALK are just two of the many successful and entrepreneurial women who service as role models as they understand that education, mentoring and support will lead to greater rewards to the community.” - Jeanniey Mullen, Global EVP and CMO of Zinio and VIVmag.
To close, why aren’t there more women in digital advertising? I wonder if it’s actually more of a branding issue. Medicine and other science-art based careers became fashionable once they were made attractive to women. On that note, perhaps what we truly need is the return of Rosie the Riveter, that wonderful, infamous Ad Council campaign that was used as the most successful advertising recruitment campaign in American history. Should we use email, social, display, search or content?
About the AuthorLana McGilvray