France just passed a new advertising transparency law the entire global ad industry should pay attention to

Posted by Zane Furtado on Mar 6, 2017 10:45:35 AM

Source: businessinsider.com.au/

As the discussions around transparency heat up worldwide. France passed a new law which comes into force January 2018. Agencies can no longer continue to buy and resell digital media to their clients and media owners will be required to send invoices and detailed information about the services they performed directly to the advertiser.

Zane Furtado believes that having a transparent model is great but disagrees that the publisher should report back to an advertiser especially in an RTB environment. Media agencies are likely to space farm Tier-1 inventory only during peak seasons so that they can cater to their advertisers' demand during that time. How they re-sell or utilise that inventory is based purely on ethics.

If advertisers are made aware of exactly how much of their investment is actually spent on media and how the rest is spread across data cost, ad-serving, brand safety, viewability, dashboards, post-analysis and client serving, we wouldn’t be having this type of conversation.

To read the full article, click here.

Topics: News

Are you running your programmatic campaigns like The Boss?

Posted by Zane Furtado on Mar 1, 2017 2:29:10 PM

programmatic

Topics: programmatic

Digital Hopscotch - Are you skipping your way to a conversion?

Posted by Zane Furtado on Feb 24, 2017 9:24:06 AM

Hopscotch.jpg

Topics: programmatic

How are you stacking up against the laws of #programmatic?

Posted by Zane Furtado on Feb 17, 2017 1:45:59 PM

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Topics: programmatic

Are you playing the Programmatic game right?

Posted by Zane Furtado on Feb 1, 2017 10:54:10 AM

Topics: programmatic, News

Acquire Online is More than Programmatic

Posted by Zane Furtado on Nov 23, 2016 4:21:11 PM

Search

We have appointed our own in-house search specialist - Victoria Gershkovich, who has extensive local and overseas search experience. We now have 8 people accredited in Google display, search and video.

Direct Buys - Automated Guarantees

Acquire Online now has deals with most of the top publishers in NZ to facilitate your direct buys

Dashboards

We are a now working with some of our clients to add customised dashboards to track their campaigns in real time. We can integrate any platform and it gives them complete transparency on how their campaign is progressing.

Call us to discuss how we can help you optimise your next digital campaign.

Chris Schultz
Director
+64 9 360 5816
021 994 335

Performance Matters to Acquire Online

Posted by Zane Furtado on Nov 23, 2016 3:07:41 PM

Acquire Online recently conducted a customer satisfaction survey. We spoke to our clients to establish how we are performing on various criteria.

The survey showed high performance in six critical areas including:

1. Audience Targeting
2. Campaign Optimisation
3. Reporting and Analytics
4. New Technology and Innovations
5. Accessability
6. Understanding Media Industry Issues
7. NZ based

As New Zealand’s largest Programmatic Trading desk we are constantly looking for new ways to improve our service offerings for our clients.

1. Timely and Accurate Reporting

Acquire Online was first in the market to use Moat Analytics which offers our clients real-time attention analytics through a customised dashboard, which tracks every single impression observed on which browser and device.

2. Ad Serving

Our platform has access to 21 billion Display, Video, Facebook and Mobile ad inventory every month which reach New Zealanders online across 45,000 local and international websites, including access to New Zealand's premier sites.

3. Data Targeting

Acquire online offer a range of targeting options tailored to suit their client’s campaign including contextual, behavioural, keywords, demographic, retargeting, day-part and geo-targeting across multiple devices and platforms.

4. Viewability & Ad Fraud

Acquire Online works with pre-bid as well as post-bid partners to make sure that the inventory purchased is transparent, bot-free and performing. Post Bid, Acquire Online is the first trading desk in New Zealand to adopt MOAT (an industry leading Attention Analysis for viewability) on all campaigns.

5. Accessibility

We are New Zealand’s largest independent full-service programmatic agency trading desk. Our staff are based in NZ and offer a wealth of knowledge in the programmatic industry and a very hands-on approach to working with our clients to refine and optimise their campaigns. We are consistently first to market with new technology and innovations.

Call us to discuss how we can help you optimise your next digital campaign.

Chris Schultz
Director
+64 9 360 5816
021 994 335

Adtech 2016

Posted by Zane Furtado on Nov 23, 2016 2:57:23 PM

 

The major focus of Adtech this year was on the customer journey, tracking and attribution modelling.

Stephanie Davis spoke about how the consumer journey isn’t linear. There is multiple different touch points in a customer's journey from product discovery and until purchase that need to be tracked to ensure the customer has a good experience. Brands need to focus on reporting and optimisation insights rather than just impressions and click delivery.

Another key area of interest centered around tracking the impact of marketing activities, with the plethora of social listening/analytics platforms and companies that connect social influencers with users.

Other key takeaways were:

  • Brand Safety – Comscore’s Lachlan Brahe talked on the importance of brand safety and how this can change a person’s view of the brand itself if the ad itself is shown on a site that may not show ‘brand safe’ content.

  • Real Time Reporting – Duncan Shand stressed that Agency’s had a common need for real-time reporting, and the need to be informed of behind-the-scenes activities.

  • Spotify advised that their inventory can be purchased programmatically and how they can target moments and capture a whole range of data, e.g. where consumers are, what devices they are listening on.

  • Close the Loop – Offline/Online – there is an increasing need for online and offline worlds to interact.

“People are disruptors. Not technology.” - Harvey Sanchez of Avado

This is both important and true, as it emphasizes the need for a manual/human element in this age of automation and artificial intelligence.

Topics: AdOps

Facebook Apologises for Overstating Video Metrics

Posted by Zane Furtado on Oct 17, 2016 9:38:22 AM

Source: http://nytimes.com/

Facebook apologized on Friday for an error in the way it measured video viewership, a miscalculation that greatly overstated how much time, on average, its users were spending watching videos.

The incorrect numbers were displayed to partners, including advertisers and publishers, for more than two years, as Facebook aggressively challenged YouTube for online video dominance and urged partners to embrace video publishing and advertising on the platform.

While Facebook called the problem a “discrepancy,’’ it is a troublesome admission for major advertising agencies and publishers that rely on Facebook’s metrics to assess their investments on the platform — whether a 15-second ad or a lengthy video production.

It is also likely to add to advertisers’ long-held frustrations with Facebook and other internet platforms over how closely they guard valuable audience data, and the limits the tech companies place on outside measurement companies.

“About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard — average duration of video viewed,” wrote David Fischer, a vice president of video and marketing partnerships for Facebook, in a post on Friday. “While this is only one of the many metrics marketers look at, we take any mistake seriously,” he wrote. “Our clients’ trust and belief in our metrics is essential to us, and we have to earn that trust.”

Facebook acknowledged in an update to its advertiser support page last month that it had been excluding videos watched for fewer than three seconds from the average viewing times. That greatly inflated the figures presented to partners. (Facebook publicly counts video views after three seconds. By comparison, YouTube counts a view after 30 seconds; Vine, where videos are limited to six seconds, counts after a full video loop.)

Advertisers, however, buy Facebook video according to different metrics: either by “impressions,” which are measured as soon as a user sees a video in the news feed, or in 10-second views.

“Average duration of video viewed” is neither a public metric nor does it determine how much advertisers pay for video placement. But the figure is displayed prominently in partners’ dashboards, and it has helped assuage discomfort about the platform’s generous view-counting methods.

While Facebook’s update last month largely passed under the radar, Mr. Fischer’s post on Friday was prominent and contrite. “We sincerely apologize for the issues this has created for our clients,” he wrote.

Facebook has made a number of stumbles lately that it has had to scramble to fix. In May, it grappled with reports that editors of its Trending Topics — which displays some of the most talked-about stories on the social network — were suppressing conservative content. The company later laid off the Trending Topics team.

Read the full article here

Topics: News

Surge in Inventory and Increased Demand

Posted by Zane Furtado on Oct 17, 2016 9:29:57 AM

KPEX is moving towards the 300 x 600 ad unit. This is one of the fastest growing ad sizes by impression. 832,957 potential impressions in the last 30 days. Sometimes referred to as a half page, this ad unit gives advertisers a greater space to get their message across in a highly effective non-disruptive manner. Pair this with higher click through rates and it’s a winner.

Video advertising is rapidly growing in NZ to $29 million*, and 6,023,202,304 potential impressions for the 300 x 250 ad unit in the last 30 days.

Native advertising has also made a big splash in the digital world and is growing rapidly. Over 2016 we’ve observed an increased commitment in New Zealand from brands investing in branded content and native advertising.

As demand is rising we have seen an increase in bids for quality inventory. You need to plan ahead and contact us to get greater control over your campaigns targeting and secure high-performing, viewable impressions.

Topics: News