Boston: May 22, 2013
By: Mike Forrester, Director of Sales
Last week in Chicago, I attended the Chicago Interactive Marketing Association’s (CIMA) luncheon on “Programmatic vs. High Impact Display Advertising”. CIMA put together a panel representing both sides of this complex issue – publishers vs. marketers. It made for entertaining banter between Buzzfeed and Vox vs. Kellogg and DoubleClick.
The panelists included:
· Jim Bankoff - Chairman, CEO - Vox Media
· Jonathan Perelman - Vice President of Agency Strategy and Development - BuzzFeed
· Shelby Johnston - Head of DoubleClick Bid Manager Sales - Google/DoubleClick
· Kevin Hartbarger - Midwest Director - Digital at OMD
· Bob Arnold - Associate Director, Global Digital Strategy - Kellogg Company
Th Publishers articulated their goal of being able to fully monetize their high impact site placements and create deeper content integrations and communities. They acknowledged that programmatic buying serves a purpose, but view it simply as a direct response channel with ads that lower overall site quality.
The Marketers believed that programmatic buying can create tremendous value by using data and efficiency to create reach as part of an overall holistic media plan. There was some support for the growth of private exchanges, theorizing that they would allow publishers to better manage programmatic pricing and ad quality. Alternatively, Bob Arnold thought that programmatic would break down the walls of those exchanges as data and platforms continue to automate decisions more efficiently.
Curiously, mobile was brought up as quickly as it disappeared from the discussion. At the beginning of the conference, the crowd was polled and asked if they used their phone for an alarm clock and if it was the first thing they checked before bed and when they woke up. Not surprisingly, the whole room raised their hands. Mobile devices are addictive and all consuming. We all seemed to agree.
However, the fact that the topic shifted immediately away mobile, reflected a serious gap in the conversation. There wasn’t any disagreement on the growth of mobile and how reliant we are on our phones. What we hadn’t agreed on is where it fits into the marketing mix.
Yes, programmatic today is largely DR focused, but DR advertisers have traditionally been the first to figure out how to drive ROI through new channels. Yes, high impact is great but, with publishers seeing more and more users migrate to mobile, high impact ads will also have to quickly make the migration.
I believe that buying mobile programmatically can drive substantial ROI for marketers. Programmatic buying allows for pricing efficiencies but it also allows marketers to reach audiences at scale. At Adelphic, we’ve developed reliability in our mobile audience identification technology. Our mobile audience segmentation data and advanced targeting capabilities unlock powerful marketing opportunities for advertisers.
Showing me an ad on my iPhone at 7am on a cold Monday morning as I get up for work for the Marriott Hawaii? That’s high impact.
BOSTON: May 2, 2013
By: Mike Forrester, Director of Sales
Spring time in Boston. 70 degrees. What a perfect setting for MITX’s Mobile Marketing Summit. MITX put together such a tremendous line up of speakers and panels that even a sunny patio overlooking Boston Harbor wasn’t enough to pull us away.
The conference line up showed why Boston continues to be a hot bed for mobile innovation with companies like Jumptap, Celtra, Nexage, Digilant. Fiksu and yours truly, Adelphic! And lets not forget our forward thinking agency partners at Mobext, Hill Holiday and Mullen.
If there was one consistent theme throughout the conference, it was be Data. During the first panel, Sean Corcoran, SVP, Director of Digital Media & Social Influence at mediahub/Mullen interviewed The Weather Company’s President of Digital, Cameron Clayton. Clayton was asked if he would bet the future of mobile advertising on better ad units or data. Clayton unequivocally answered that data is the key to the future of mobile advertising.
Panels consistently touched on key mobile issues; the lack of persistent cookies, fragmentation in ad tech, and looming privacy concerns. Understanding and making the vast amount of available mobile data actionable for advertisers and publishers will take the friction out of the market and accelerate spending.
Data continued to reign the day with Adelphic’s co-founder, Jennifer Lum, participating on a panel discussion on Precision Targeting – Innovation & Strategies. Mobext’s VP, Mobile Marketing Director, Sarah Amitay then hosted Jennifer for a chat on Measuring Mobile: Challenges and Solutions in an Evolving Media Landsape which spurred a lot of audience interaction and excitement around Adelphic’s own audience data and targeting solutions.
On the brand side, we saw a great panel with Dave Tryder, Director, Digital Strategy at Dunkin Donuts interviewed by Hill Holiday’s Jeff Zannella, VP, Associate Media Director. Dunkin has charged ahead with mobile, constantly testing and refining their fantastic mobile payment app. This app gives Dunkin the data to better understand their customers and increase loyalty.
Overall, MITX put on a great day of mobile content and presenters. We had a blast! We’ll leave you with our favorite quote of the day from ExactTarget’s VP of Mobile Products, R.J. Taylor who said, “You can’t plan media out 18 months anymore, mobile changes so much.” We couldn’t agree more.
Contact us if you’d like to learn more about how Adelphic is shaping the future of mobile.
Adelphic Mobile appoints Paul Harsha as Vice President of Engineering
Veteran technology leader, developer and Teaching Fellow at Harvard University joins Adelphic
Boston, MA., February 19, 2013 – Adelphic Mobile, a leader in audience-based mobile advertising solutions, announced today that it has appointed Paul Harsha as Vice President of Engineering. Harsha has more than 25 years of experience in software development. He has built successful engineering teams and products at companies including FuseSource (acquired by Red Hat), Data Synapse (acquired by TICBO) and Avaki (acquired by Sybase).
Harsha also serves as a Teaching Fellow at Harvard University, where he provides instruction on the advanced use of Java technology for distributed computing environments. “As the media world moves to mobile, overcoming the challenges related to the lack of persistent IDs in mobile becomes increasingly important,” said Harsha. “Adelphic has a proven track record helping many of the world’s best known companies address this reality. I look forward to contributing to the next big chapter in mobile advertising.”
“Paul is a proven technology executive and is known as a leading authority on integration and messaging, enterprise infrastructure, data virtualization, and distributed computing,” said Changfeng Wang, Adelphic’s co-founder and CEO. “Adelphic is on a massive growth path and Paul’s expertise will ensure that we continue to deliver world-class products and services to our partners.” Harsha will be based in Adelphic’s Boston headquarters and will report directly to Wang.