AdvProg_1of3Wednesday, a number of Intermarketers attended the Advanced Programmatic Buyers & Sellers training in Washington DC.  The all-day event was hosted by the IAB, the Interactive Advertising Bureau, who along with its 650+ member companies develops technical standards and best practices for the digital advertising industry.

The class, led by Matt Prohaska of Prohaska Consulting, provided participants with a better understanding of the programmatic media ecosystem, working knowledge of the key technologies and programmatic ad stack across platforms.  It also touched upon “Programmatic Guaranteed” and provided live demonstrations from vendors from both the ad tech side as well as from the buyer perspective.

For Intermarkets it was a chance to really hone in on intricacies of Programmatic and learn the nuances of this ever growing digital buying mechanism.  Recently eMarketer stated that programmatic digital display ad spending will reach over $22Bn in 2016, a jump of 39.7% over last year, which represents 67% of total digital display ad spending in the US.   With such a large percentage, Intermarkets is committed to offering products and services in the way that people want to buy.

DC Programmatic Happy Hour sponsored by OpenX at The Washington Post

The night cap was a chance to unwind, network and talk shop with our colleagues in the industry. The venue was the new and beautiful Washington Post Headquarters building.  There was a wide mix of companies in attendance – publishers included – WashingtonPost, Philly.com, WebFinance, DailyCaller, IJReview to name a few; technology companies included OpenX, Rubicon Project; Agency representatives included such firms as Ogilvy and Mullen Lowe.

 

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The highlight of the night was a panel hosted by OpenX with Martin Calhoun, Director, Digital Advertising Operations and Yield Management at Philly.com and Jason Tollestrup – Director, Programmatic Advertising and Business Intelligence at the Washington Post. The discussion focused on programmatic and more specifically how each of the companies has spent the last year or two implementing header bidding solutions. Philly.com took a very cautious approach, making sure that they focused on the right partners and right solutions – as well as making sure they made changes that were in line with the entire sales strategy.  Similarly at the Post, much of their time is evaluating the right partners and making sure that each new partner provides a unique quality about their demand.

Our own Erik Requidan, VP of Sales and Programmatic, asked an interesting question about how buyers keep to date with everything that publishers and technology vendors are working on behind the scenes. Since each ad stack and publisher implementation is different, both panelists agreed that publishers need to spend more time with media buyers, to explain, uncover, and inform the best ways to interact with publishers.

 

big news about The Political Insider

Nine months ago, Intermarkets launched a content program to transform The Political Insider from an opt-in email list to a digital news publication and social community. Since then, the site has seen impressive growth, and a cohesive, engaged following on social media.

Here’s a short list of milestones and big news about The Political Insider since its re-launch:

  • Top 10 most socially engaged media outlets in March 2015.
  • Grew 14-fold on Facebook to 1.4 million fans.
  • Top Facebook posts have reached 10 million people.
  • Popular articles have reached #4 on the Viral News Chart.
  • 7 million web visitors in March 2015.
  • Consistently a top 500 site according to Quantcast.

Several months ago, our Business Development Manager Vipul Mistry wrote about some of his insights in growing The Political Insider’s social presence. Check them out here—they clearly worked!

Those engagement numbers also tell us we are giving consumers what they want, which is the most important factor to success.

Check out our press release further detailing these milestones and more here.

The meteoric rise of digital advertising and the ubiquitous Internet has often caused people to “silo” the digital and “real” world. But more often the case than not, these realms are beginning to merge into a seamless experience. Think about “The Internet of Things.”


InReality just released a new study
 that shows 75% of in-store shoppers use their mobile device while shopping. That number was approximately 1% a mere 10 or 15 years ago. That’s a huge change. Our instant, constant access to the information superhighway has changed nearly everything.

But we wanted to share this for a different reason. Advertisers can’t silo the digital and real worlds. They are quickly becoming one of the same. So that digital advertising campaign’s ROI can’t be judged solely on online purchases or engagement, or whatever KPI’s are used.

While it’s still pretty difficult to quantify, this study shows that digital advertising can and will have real world, in-store impact as well. This isn’t news, necessarily.

But it’s a totally different way to view the sales funnel.