Not long ago, Yahoo positioned itself as a media company, with Katie Couric on the books and a team of journalists creating original content in this market (as recently as 2013 it housed a digital media team of around 50 staff in this market). Now, after saying farewell to its entire editorial team, saying goodbye to Spark (which switched email providers) being acquired by Verizon for US $4.5 billion and combining it with AOL to form Oath, and rebranding to Yahoo Platforms, it is doubling down on ad tech. Yahoo Platforms head of sales Arnaud Calonne talks about the local digital advertising scene and why there's still room to grow.
Marketing, advertising & media intelligence
Val Morgan Outdoor has launched its programmatic offering in New Zealand, with Subway serving as the guinea pig. We ask programmatic experts Richard Thompson and Zane Furtado what they think about the move.
Interactive ad spend Q2: digital and programmatic set records, search and directories continue to dominate
The latest IAB/PwC Online Advertising Report shows interactive advertising spend in this year’s second quarter was up across all sectors, growing to $218.76 million, with programmatic and digital achieving the highest figures to date.
The programmatic market is burgeoning and local publishers are aiming to get a cut of the pie through KPEX. Christophe Spencer looks at some of the pros and cons of the offering.
Tech companies that stand still get left behind. And while KPEX only kicked off late last year, those running the offering are already looking into how it can evolve.
The robots might be taking over, but Alex Lawson argues there’s still an important role for the human mind to play in media.
While yesterday's announcement by the nation's big four publishers about the creation of a joint ad exchange has largely been welcomed by the industry as positive move that could, if effective, serve to keep a bigger chunk of ad spend in the local market rather than feeding it into the international exchanges, it has also raised a few questions that will need to be answered as it comes into effect. We chat to the big brains at Countdown, Foodstuffs, OMD, Vivaki, Acquire Online, ANZA, Bauer and TVNZ about their thoughts on this move.
Four of New Zealand's biggest media companies form ad exchange alliance, aim to take on Google and Facebook—UPDATED
In a joint statement released earlier today, Fairfax Media, MediaWorks, NZME and TVNZ announced the launch of a new local advertising exchange service called the Kiwi Premium Advertising Exchange (KPEX), which will provide advertisers access to premium advertising inventory across each of the publishers' online properties. So will this give the local players the scale to compete with Facebook and Google's respective ad exchanges?
Programmatic is on the rise all around the world, and across many different media channels, with a recent Business Insider report saying programmatic transactions will make up 52 percent of non-search digital-ad spend growth in the US this year. Programmatic is growing at 20 percent a year, with real-time bidding growing even faster. And while most of the ad networks claim they have checks and balances in place to ensure no dodgy ads show up and harm publishers' brands, or no ads show up on dodgy sites, there will always be a few that slip through the cracks.
Mobile ad spend is increasing rapidly, but advertisers need to be careful in regard to what they're spending their money on. This week, AdRoll's Ben Sharp discusses the importance of including mobile in a business' retargeting strategy and offers a few tips on how to use the channel effectively.
As advertisers continue to shift more of their ad spend online, they are looking for ways to ensure their messaging reaches the desired target audiences in the swirling mass of zeroes and ones that make up the interwebs. And given that there are more places to advertise than ever before and that audiences seamlessly shift from local to international sites, this has led the the growing popularity of programmatic ad-buying platforms. Over the last few years programmatic platform provider TubeMogul has been tracking the growth of programmatic ad buying, and the company has recently released its first quarter statistics for Australia and New Zealand.
Following on from his previous column on jargon in programmatic, Adroll managing director for New Zealand and Australia Ben Sharp looks at how marketers can use segmentation to better target consumers.
DSP, SSP, DMP, pixel, impression, ad network, ad exchange, API, SDK. There's no shortage of buzzwords in digital advertising. So, in the first edition of a new series, Adroll managing director for Australia and New Zealand Ben Sharp demystifies some of the words that make things seem more complicated than they really are.
The buzz phrase 'programmatic ad buying' has been picking up momentum in recent months, and is now commonly heard in discussions on the state of modern media. And despite the frequency with which the word is used, it still carries enough uncertainty to motivate ad tech company Chango to recently run a sponsored web series on Adweek explaining key concepts to the US market. Similarly to the US, New Zealand is also coming to grips with programmatic ad buying. And to find out a bit more, StopPress recently chatted to Zane Furtado, the programmatic director at Acquire Online.