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Media Intelligence : Media Trends+Strategy 2012
digital For information on your sector go to www.mediabiznet.com.au 28 MEDIA Trends + Strategy MEDIA Trends + Strategy 29 Real Time Bidding – the growth driver How have your products adapted to the significant change in the media landscape? Digital devices are playing a large role in changing the landscape – the move from viewing media in print to tablet is a change that has really been embraced by Australians this year. We have been bringing in new technology advancements to enable better publishing across multiple devices – web, mobile and PC. We are re-engineering our 70 plus sites with HTML 5 – the latest in web technology, giving the user a richer, more engaging experience. We are re-designing our news site so that it can be easily viewed on multiple screens. Increasingly news will be viewed on a tablet like device. Video is a big bet for us. There is already huge demand across our network for this. This year we have seen an increase from 15m streams a month in FY11 to over 28m a month now. We are redeveloping the portal to ensure more video across all our sites. We are watching, listening and engaging with our audience to understand the latest in consumer trends. We are also working with our advertising partners to make sure we are developing advertising platforms that deliver the most engaging experience for our users. We see the next phase of advertising as being about reaching your unique audience, understanding who they are, what they like and don’t like. Genuinely working together with a brand to tell its story, to its target audience in a way that’s impactful, compelling and cost effective. What is Ninemsn doing in the next 12 months which will be of interest to media buyers and planners? In the three months since I joined ninemsn, I have been out in the market meeting with lots of media agencies and planners. Media buyers have shared significant concerns – massive complexity, huge fragmentation in the number of buying points – as many as 300 publishers for the major agencies. New technology coming to market to help manage the demand side, but limited access to quality inventory supply. At our Digital Marketing Summit on 9 November, we made three very significant announcements: The launch of new behavioural targeting segments – we can now offer advertisers 16,000 different BT segments, by early 2012, 100,000 different segments. The launch of the Microsoft Advertising Exchange – real time trading of advertising inventory. And the re-branding of our Corporate and Trade brand to Mi9 – imagination and intelligence. We believe the next phase of digital advertising will be defined by the marriage of two things – IMAGINATION and INTELLIGENCE. Intelligence is really the new game changer. What if we could make sure that each advertising message reached only the audience it was designed for. That your price campaign only reached those customers that are genuinely price sensitive, or your retention campaign reaches only your at risk segments. Suddenly, marketing becomes a very, very intelligent game. It is no longer a game of chance or wasted ad dollars. What’s the next big thing to impact on this sector and why? We think that the recently launched Microsoft Advertising Exchange will really shake up the online advertising industry. The Ad Exchange is a real-time bidding (RTB) marketplace that allows advertisers to bid on premium online inventory. The Exchange, which operates similarly to a stock exchange for ad impressions, delivers a new option for purchasing premium inventory on an individual impression basis – in real time. It enables advertisers to define both the type of individual they want to reach and how much they’re willing to pay for individual ad impressions – this signals major change for the media industry. Exchanges are changing the ad game globally. You need only look at the results in the US to see just how rapidly Real Time Bidding is taking off. In March 2010 3% of traded inventory in the US was transacted via a real time exchange. Today, only 18 months later and since the launch of the Microsoft Exchange, 64% of traded US online inventory is RTB. RTB is a key growth driver for online spend in Australia and we’re projecting a speedy migration to RTB buying for advertisers and agencies. Mark Britt CEO Mi9/ninemsn that’s going to be covering four key areas: one will be measurement; the second one will be advertising expenditure reporting; the third will be researching case studies; and the fourth will be advertising standards and guidelines or best practices across mobile. So the answer is, at present, measurement doesn’t include mobile apps and tablets but we’re now starting to look at how we add those in over the next 12 months. Everyone wants to know about mobiles and tablets – we don’t know the numbers but we know they’re very small. You’re talking about a $2.5bn online industry and general display on mobiles is estimated to be around about $10m-12m so you’re talking about a massive disparity... but we believe it’s growing very quickly. And tablets are even smaller. What are the big trends in the next 6-12 months? Consumer behaviour on mobile phones is just exploding and mostly across smart phones and tablets. We think that cross-media measurement is a huge focus and trend. Now that we have standardized measurement we have the ability for the first time to provide cross-media measurement across TV and online, print and online, magazines and online, and outdoor and online. For online video advertising, we’re showing figures of over 50% year on year growth and we expect video to continue increasing at quite dramatic rates. How are you working with agencies to make it easier to buy and plan online campaigns? We think that measurement is a crucial piece providing that standardisation and those comparable metrics, and the agencies have been involved – they have helped in defining, for example, the requirements for the measurement provider. Standards and guidelines are the infrastructure of the industry, so standardising ad sizes, ad formats, ad placements and ad delivery systems are crucial and the agencies again are very involved in that process. In addition the IAB will contine to develop and publish research that demonstrates how the Internet works and the agencies are working with us on that. Finally the cross-media piece is how online is going to be married up with other media. It’s really all about improving the effectiveness of advertising for advertisers. p26-29,31_digital.indd 29 28/11/11 2:43:20 PM
MT Resource Guide 2011
MT Resource Guide 2012