Anthony Ord

Recent Posts

How to use Marketing Automation to Drives Sales

Posted by Anthony Ord on Aug 24, 2017 9:00:00 AM


What is Marketing Automation?

Marketing automation is simply, software that promotes an offering through multiple online channels, such as SEO, email, search, social media & paid advertising on websites. The purpose is really to automate repetitive tasks, increase efficacy and optimize towards a specific objective, such as online sales, lead generation, product education or some sort of brand engagement.

Originally, the focus was on SEO and email marketing but now with merging of adtech & martech… automation refers to a much broader range of automation and analytic tools….such as Hubspot (inbound), Realytics (TVC analytics), Taboola & Outbrain (native ad platform) Media Math & Rocket Fuel (programmatic DMP and DSP) and Doubleclick Campaign Manager (for advertising attribution).

Why Marketing Automation?

There is always increasing pressure to create more conversions with less budget and increase ROI. Marketing automations helps Marketers and their Agencies to connect with consumers at key moments of influence to increase sales or lift awareness.

It’s about getting your Data Management Platform (DMP) and Demand Side Platform (DSP) to work with your Customer Relationship Management software (CRM) and Marketing platforms to deliver a robust integrated marketing solution. Every platform should learn from each moment of a customer interaction to deliver and optimise media spend to engage, upsell and retarget consumers across addressable programmatic channels including display, video, mobile and social—simultaneously.

What are the advantages?

Programmatic marketing opens up a series of opportunities, which would not be possible if ad placement was done manually as it has been done in the past, including:

  • procure digital media without having to pre-negotiate a price,
  • pay only for the relevant impression that they actually received,
  • buy digital media across publishers & devices (omnichannel),
  • optimize quickly towards performance goals
  • targeting each individual accessing a web site, reduces wastage
  • customer data identifies what, where & when a message will resonate with each individual.

 Talk to Acquire Online today about how we can get your Marketing Automation effort optimizing across all many paid media channels……email, social, search, display, online video, broadcast television (with Realytics) native and online audio.  


Topics: programmatic

Digital Marketing Masterclass 2017

Posted by Anthony Ord on Jun 21, 2017 10:52:12 AM

Anthony Ord, Acquire Online’s Strategic Director, presented an overview of 101 Programmatic in New Zealand at the Masterclass event.

Key takeaways

- Acquire’s technology tools ensure campaigns deliver human traffic & viewable ads.

- Programmatic targeting tools combined with data deliver the right ad in front of the right person at the right time.

- More clients are moving to Guaranteed Cost per Acquisition campaigns which are typically one-third the cost of new customer acquisition using legacy media.


To close, Anthony touched on Artificial Intelligence developments to deliver predictive marketing insights - resulting in better targeted campaigns and less ad wastage.

Talk to your account managers to discuss how optimizing campaigns based on insights can result in higher levels of engagement and better ROI.

Topics: Masterclass

What is the difference between an ATD, ITD and HTD? And why are ITDs growing fast?

Posted by Anthony Ord on Mar 15, 2017 11:22:49 AM

An agency trading desk (ATD) is a separate business unit within a Media Buying Agency (MBA) or MBA Group that centralises the buying and optimisation of "programmatic" online media. For example; Accuen is the ATD for Omnicom, Xaxis for WPP and Audience on Demand for Vivaki.

The arrival of the ad exchanges (including KPEX) meant the MBAs soon realised they can purchase nearly all online media directly through demand side platforms (DSPs) which are the technology platforms used to manage and optimise programmatic buys.

ATDs are major growth engines for MBAs, who have seen their media buying margins reduced substantially over the past 20 years. By establishing ATDs as a separate business units that marks-up, the MBA can "double-dip":

  1. a) the MBA takes a retail planning & buying fee,

  2. b) the aligned ATD takes another wholesale fee on programmatic.

Note: ad networks historically have always taken high margins so advertisers can still get a better deal with a trading desks.

Independent Trading Desks (ITD) are independent legal entities, like Acquire Online, who are outside the global advertising networks. ITDs are highly agile, employ multiple ad buying platforms and dynamically employ emerging technologies faster than ATDs, who are often locked into technology through Global Group volume supply agreements or ownership.

If the company does not employ multiple ad buying technologies, they are not a “desk” they are generally promoting a single platform solution. Acquire Online does not recommend a single platform solution for any advertiser.

House Trading Desks (HTD) is where the advertiser decides to employ an internal programmatic buying team. Generally, the annual volume of online programmatic spend needs to be excess of $2-3 million for the internal cost to be less than the out sourced costs. The biggest challenge for HTDs is finding, training and retaining the expertise to run the programmatic tech stack similar to a ATD or ITD. Usually, an HTD will default to single platform solution, like Google’s Doubleclick Bid Manager, which can be counter-productive to programmatic optimisation.

From operation & technology perspective. ATDs, ITDs and HTDs are all very similar. All programmatic traders operate on DSP platforms, use data and performance analysis to guide optimisation. Technology wise, some trading desk might have their own technologies to aggregate the reports across DSPs, some even have their own direct bidder to access to the ad exchanges

A recent WFA (US) report found that alternatives to Agency Trading Desks (ATDs) are growing rapidly. ITDs have seen usage increase by 12 percentage points compared to the previous wave of WFA's programmatic research. HTDs, while less likely to the principal global model, are used by more than a fifth of respondents in total. These HTD models were being conducted just at the fringes of WFA's membership two years ago. Underpinning the evolution of digital ad trading models has been a drive to secure additional transparency. The second-generation of programmatic models has seen some improvement in transparency, with 29% of respondents now satisfied with the level of transparency provided by their ATD, up from 21% in 2014. Transparency at ITDs now satisfies nearly half of users, up from 36% in 2014.


Topics: Jargons

Netflix is the Number One Online Publisher for Kiwis

Posted by Anthony Ord on Mar 8, 2017 3:02:11 PM

We estimate, Netflix is already the number one publisher brand for time spent online by Kiwis. This explains why SKY / Vodafone merger was so vital for SKY TV and how good the SPARK / Netflix deal is for SPARK. To get an understanding of total time spent by publisher we calculated the SimilarWeb reported average monthly NZ visitors multiplied by the global average time spent on site. In total, 68M monthly visits generates an estimated 5.8 million monthly hours of online time.

   Media       Monthly Visits       Monthly Visits (%)       Ave Seconds       Monthly Hours       Time   
TVNZ 5,883,000 9% 208 339,907 6%
Newshub 2,140,000 3% 101 60,039 1%
Stuff 27,090,000 40% 255 1,918,875 33%
NZ Herald 20,030,000 30% 263 1,463,303 25%
Netflix* 12,525,570 19% 578 2,011,050 35%
Total 67,668,570 100%   5,793,173 100%

 *Global average viewing times


These figures exclude YouTube’s user generated content platform but if added You Tube would account for 85%+ share of online time due to having most visitors and the highest average (19+ minutes) time spent per visit.

Please get in contact with Anthony Ord at Acquire Online if you need further analysis.

Appendix: SimilarWeb data comes from four main sources: 1) A panel of monitored devices, currently the largest in the industry. 2) Local internet service providers (ISPs) located in many different countries. 3) web crawlers that scan every public website to create a highly accurate map of the digital world, and 4) Hundreds of thousands of direct measurement sources from websites and apps that are connected to us directly. This last source of data helps us to constantly improve our learning set, fine tune our algorithms and reach accurate estimations about traffic stats for ALL websites and mobile apps.