CHICAGO– Premium buying is highly possible with audience buying online and many publishers are seeing higher CPM's with this approach, says Mike Zeman, VP Solutions at Publicis Groupe-owned VivaKi Nerve Center.
Beet.TV contributor Ashley Swartz spoke to Zeman at the Beet.TV Advertising Leadership Summit in Starcom's Chicago offices about its Audience on Demand trading desk, how VivaKi finds audiences online for marketers, and what's to come in the next 24 months.
The vast majority of the inventory running through VivaKi's Audience on Demand trading desk is performance-based, but the inventory isn't remnant, Zeman points out. "For publishers who are reluctant to push inventory into the system I have all kinds of case studies where publishers have received higher CPMs going through our addressable channel rather than selling the inventory direct," he tells Beet.TV. That's because audience buying can limit or reduce waste, which pays off on the back end in an economic impact or brand equity impact, he says.
He adds that the trading desk is designed to service a marketer's "addressable" needs when they want to buy a particular audience. Audience on Demand relies on a number of data sources to segment and profile audiences including a recent one struck with BlueKai this spring to create a data platform and better measure exposure to various audience segments.
In the next 24 months, Zeman says his goal with Audience on Demand is to better integrate the types of channels, from social to mobile to video.