Simarprit’s Weblog

Advertising in Web 2.0 September 18, 2008

David Kidder is talking about Challenges on Advertising 2.0

1. Automating of advertsing has to be multistage
2. Analytic Vs. Creative Challenge
3. Cost Optimization challenge has moved over to simplicity challenge and time optimization holds the key
4. Decision making speed is rewarding
5. Semantics hold the key to success
6. Execution enabled but strategy focused approach is working
7. Unified accounting measurements is mission critical

Panel Discussion Max Kalehoff, Jim Barnett, Mike Kelly and Tim Hanlon

1. Forecasting accurately in digital world is a challenge
2. Last 10 years have made things complex in advertising space, talking about simplicity is it real….
3. Fundamentally machines just cant solve problems’, it is the quality of human resource which would continue making the difference, complex marketing needs would require complex marketing solutions and complex advertising solutions… so there is no easy way out Brands is a billion dollar issue and is bound to be complex, machines or no machines
4. Objective of automation is and should be measurement of every single impression, strategic success rests with computing down to each and every impression released in the digital space.
5. User experience needs to be measured to add value to any campaign
6. Automation of cource leads to transparency, what is working and what is not, you can’t bull any longer. Transparency is what is creating to complexity and data overload
7. Inventory is increasing every minute and new options are emerging simultaneously, which is adding to the complexity, at no point you have clue to the whole offering market has to offer
8. Performance of fresh inventory available is very unpredictable, transparency is fine but what to do about the performance.
9. Business models need simplicity too, complex advertising options for media buyers can create its own challenge
10. Driving leads versus driving revenue, driving global traffic versus driving local traffic and linking them together is also a challenge
11. Marketers dream is to make automation give a great flexibility, to ease moving around geographies and medias, and mediums
12. Creativity can’t be automated, but at the same time the audience complexity and commonality pushes creative team to try it harder
13. Advertisers have a choice and they know it, advertising agencies have a challenge in delivering to their expectations
14. Interactivity and measurement would also strongly influence success
15. Personal relationships have always driven advertising industry and automation doesn’t change that.
16. Relationships are not replaceable but restructuring of relationships is bound to happen, better persons and better processes can be the differentiators
17. Non premium inventory is growing and piling up, that is something which doesn’t require personal relationships that can be handled by automation very well
18. Most of the automation are aimed at publishers making more money out of what they think is required, which maynot mean much to advertiser and marketer and the advertising company.
19. There is a big talent gap which has emerged due to the digital challenge, new products in the market need new marketing approach
20. Feature obsession may not be helpful, being choosy in mastering features for your own use is important
21. Lot of inventory which has no buyers goes in for house ads, ad networks are not yet working to expectations, it may take some more time for action to happen.

The session concluded with couple of unexciting questions…