What’s a UTM and why you should use them when distributing your content online?

Posted by Zane Furtado on Jun 21, 2017 10:51:46 AM

UTMS lets you see precisely which campaigns are getting the results you want!

UTM is short for 'Urchin Tracking Module', a simple text string that you can attach to a URL to track the source, medium, campaign name, term and content.

Utilising Google Analytics, you can use UTMs to track the effectiveness of online marketing campaigns across traffic sources and publishing media.

So why aren’t all Marketers using them?

Some marketers are not aware of the benefits and value that UTM’s can add to their online media buys.

Google analytics has created a free UTM builder tool where you can just add in your information and it automatically generate a url. For those marketers that run multiple activities, this spread sheet UTM generator helps you create multiple urls. To discover more about to how to set-up the various components of UTM codes and their benefits read Effin Amazing blog.

Topics: Jargons, UTM

Top 10 Takeaways from our 'Flying High with Programmatic' Techweek'17 event

Posted by Zane Furtado on May 18, 2017 1:09:57 PM

1. Programmatic is experiencing rapid campaign investment growth due to automation of the buying process and the ability to identify and target the right audience at the right place and at the right time.

2. KPEX is able to reach 81% of the NZ online population every day though 9M unique device, 11M targetable demographic, 6.1M geo locations and 6.5M interest data points.

3. KPEX is launching native ad units on their platform.

4. Brand safety, ad fraud and transparency are currently hot topics. Questions to ask your vendors?

a.  How do you interpret transparency?
b.  What brand safety measure/tools do you use?
c.  How do you optimise my campaigns?
d.  What percentage of my spend is on actual media?

5. KPEX are now offering transparent url packages, so programmatic technology can read content on the page and ensure confidence in the environment.

6. Acquire Online have put a number of measures in place to ensure their ad buys are safe and transparent including regularly updating blacklists, utilising multiple brand safety vendors, constantly investing in new technology and introducing new metrics to measure campaign success.

7. Programmatic advertising is constantly evolving and requires investment in new technology, and upskilling as there is no one size fits all.

8. The future of programmatic buying in NZ will include outdoor billboards, TV, radio, influencer marketing, augmented reality and artificial intelligence in the near future.

9. Publishers, advertisers, ad-tech vendors and creative agencies need to work together to make sure we trade in a transparent and brand safe environment keeping the consumer experiences at the forefront.

10. CPC and CPM are metrics of the past. Focus on goals that better reflect your objectives such as; viewability, time-on-site, bounce rates and the conversions that really matter. Most importantly speak the language of your brands. e.g. if you’re marketing a fridge, report on online & offline fridge sales and not the CPC/CPM.


If you missed the event you can view Zane Furtado, Acquire Online Programmatic Director’s full presentation and highlights videos here.

Topics: Techweek

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.


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


Topics: programmatic

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

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


Topics: programmatic

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

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


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


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


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
+64 9 360 5816
021 994 335