Real-Time Buying Can Inform Media Planning, Strategy, Mindshare’s Andy Chapman

By on 10/24/2012 9:45 PM @daisywhitney

NEW YORK – Programmatic buying can be used to help inform overall media planning strategies for brands, says Andy Chapman, Leader of Digital Investments at Mindshare. 

 

Beet.TV contributor Ashley Swartz spoke to Chapman at the Beet.TV Leadership Summit on Digital Video Advertising in an RTB World about the increased interest from clients in real-time buying, how this growth is impacting strategy, and budgeting for video across TV and digital.

"We don't have to beg clients to talk about [RTB]. They're interested in understanding what it's about, so we help them understand the marketplace and what it really means," Chapman says. Not only are brands using real-time buying as another avenue to reach consumers, they're also able to use the data from such campaigns to inform their brand strategies.

"We might learn there is a certain segment of the audience that either we didn't know existed or played a secondary role, but is responding better to our campaign, so we try to balance and learn from that and bring it up the funnel to our targeting, segmentation work, and higher level strategic approaches," he explains.

For now, the dollars flowing to digital video are still being carved from TV budgets, but agencies are eager to grow the overall pie by showing the efficacy of deploying video across screens, Chapman tells us. He adds that the plethora of data available to marketers and agencies has also changed how Mindshare approaches hiring employees. There's a higher value placed on understanding data and analytics, in addition to necessary negotiation skills.

This Beet event took place at the Manhattan offices of GroupM and was presented by TubeMogul.

Daisy Whitney

 

Recent Videos
image
OpenX Opens Up Header Bidding To Real-Time Guarantees

PALM SPRINGS — The latest piece of ad-tech lingo is “header bidding” – a kind of advance bidding on ad inventory where publishers offer ad spots to multiple sources of ad demand, hopefully increasing their yield. Ad-tech vendor OpenX is amongst the pioneers in the space. And now its ...

image
Unduplicated Reach is End Game in Programmatic

VIEQUES, PR — Much progress has been made in programmatic advertising, but more work needs to be done to fully deliver “unduplicated reach” in this new arena, says Tim Castree, Managing Director at Videology, in a conversation with Ashley J. Swartz, CEO & Founder at Furious Corp., for ...

image
Viewability Is A Cheeseburger, Not A KPI: Integral’s Lenane

VIEQUES, PR — The rush to quantify whether online ads are actually being seen by users has given rise to “viewability” metrics. But these are a baseline, not even a metric that should be top of mine, says one ad-tech exec. “The key thing is, it’s not a KPI,” Integral Ad ...

image
Time Inc. Buys Viant w/ MySpace other AdTech Properties

Viant, a holding company of several adtech units including Specific Media and Vindico, and the owner of MySpace, has been acquired by Time Inc, the company announced today.  Terms have not been announced. At CES in January, we spoke with CEO Tim Vandorhook about the company and the continuing value of ...

image
The World Won’t Be 100% Programmatic: Target’s Reiter

VIEQUES, PR — It’s one of the few brands to operate its own private programmatic ad exchange. But that doesn’t mean US supermarket giant Target agrees with predictions, from some quarters, that all media will be sold on this automated basis. Target operates its own Bullseye Exchange, a ...

image
Genesis Evolves In-Article Video Ads For Page Context

VIEQUES, PR — A short, 200-word news article doesn’t necessarily deserve a 45-second pre-roll video ad. That’s a recipe for user frustration. And that’s also why Genesis Media, an ad-tech firm delivering auto-playing video ads on to text pages, is refining its service to account for ...

Joe Kowan, GroupM 2
Programmatic 2.0 Is Here: Group M’s Kowan

VIEQUES, PR — So-called programmatic techniques for trading online ads burst on the scene quickly, and is now forecast to make up 72% of total digital display ad spend by 2017, according to eMarketer. Group M’s North America programmatic buying president Joe Kowan says that rush wasn’t ...

Dave Dugan, Facebook
Mobile Consumers Want Quick, Visual Content: Facebook’s Dugan

VIEQUES, PR — Just three years ago, only 20% of Facebook’s business came from mobile platforms. Last Q4, that was 80%. That’s testament to the changes Facebook is having to make to ensure it continues connecting with audiences. But the same goes for advertisers who use the network, ...

image
OpenX By The Numbers: Profit Up 3x In Two Years

Eight years after launching as an ad-tech platform for publishers, OpenX is growing its business at a tear. “Our net revenue (was) $140m in 2015, which is up 40% year-on-year,” OpenX CEO Tim Cadogan tells Beet.TV in this video interview. “(In) 2014 and 2015, we doubled the size of the ...

image
Header Bidding Rears Its Head With Yield And Cost: OpenX’s Saifee

PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee. So what is it? ...

image
Nielsen Onboarding TAM As Measurement Wars Heat Up

PALM SPRINGS – After comScore’s merger with Rentrak to combine multi-platform media measurement, it’s over to you, Nielsen. Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era. ...

image
Deloitte Gets In To TV Tech Tools Game: Ledger

LAS VEGAS — These days, it seems it is no longer enough for a consulting firm to just offering consulting advice – you have to back it up with implementation, too. That’s what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the ...

loader