Joe Mandese on Changing the Ad Delivery Dynamic

Charlene Weisler amp160Over the next three years what are the greatest changes facing the ad communityJoe Mandese amp160Nigel Morris Chief Strategy and Innovation Officer at Dentsu Aegis Network when asked the same question a few years ago said amp8220The problem is weamp8217ve shifted from an era of information scarcity to one of information ubiquityamp8221 amp160He meant that advertising originally evolved in a world of finite media options a handful of newspapers magazines TV networks and radio stations where big advertisers and agencies had the leverage of their ad budgets to efficiently buy peopleamp8217s attention amp160If you had enough money you could buy enough reach and frequency to scale peopleamp8217s attentionThat started to break down with the explosion of media options in the 1980s and 1990s thanks to multichannel television amp160Today literally every single human being on the planet is a potential media channel amp160The supply of media options is virtually unlimited amp160The signaltonoise ratio between consumers and brands has grown out of whack and to paraphrase Nigel Morris weamp8217ve shifted from a time when there was a scarcity of media to one when thereamp8217s a scarcity of human attentionWeisler amp160What is BidrMandese amp160Bidr is a marketplace where brands can bid directly for a finite supply of the most valuable consumer attribute amp160The attention consumers want to pay to a brandamp160 Users download a simple app to amp8220listamp8221 themselves on an exchange where they receive offers directly from brands amp160There is a cap on the amount of amp8220inventoryamp8221 they can trade to five minutes daily because we want both consumers and brands to understand the scarcity and value of their attention amp160Consumers are in total control of their trades and brands only pay when the consumer fulfills 100 of the terms of the tradeBrands can offer anything they want to win the useramp8217s attention samples swag unique experiences access to media content even cash and for any action they want the consumer to complete not just paying attention to an ad but higher order functions like visiting a brandamp8217s site downloading information sampling a product participating in research enrolling in a loyalty program etcFrom a consumeramp8217s perspective itamp8217s like Tinder for brands amp160They see a feed of potential brands and swipe left or right depending on which ones they actually want to engage with amp160From a brandamp8217s pointofview they might be looking to have a first date with a consumer or build a longterm lasting relationshipWeisler amp160Can the industry solve for ad blocking amp160For fraud amp160For viewabilityMandese amp160Of course but it comes down to defining what the industry means by amp8220ad blockingamp8221 amp8220fraudamp8221 and amp8220viewabilityamp8221 amp160Depending on how you define them all of those problems have always existed for the advertising industryPeople have always had the ability with a few exceptions of controlling what ads they see or not amp160I used to quip that print media like newspapers and magazines were the original digital interactive media If you saw an ad you didnamp8217t like you flipped the page amp160I remember seeing Brian Monahan formerly at Walmart and now at Pinterest present data on TV commercial zapping and saying amp8220The biggest threat to our TV commercials is not the DVR itamp8217s people turning their headsamp8221Right now ad blockers are making it easier to skip ads but weamp8217re already seeing a new generation of antiadblockers and even more recently a generation of antiantiadblockers amp160Itamp8217s as if the ad industry has entered into a rapidly escalating arms race with its own consumersSame with fraud amp160We have new jargon like amp8220nonhuman trafficamp8221 or amp8220nonviewable impressionsamp8221 but those behaviors always existed and it was just a question of how and how much they happened not whether they happened amp160When I started covering the business agencies had virtual armies of ad checkers to handle amp8220discrepancy resolutionsamp8221 for ads they were being charged for that never aired or aired in the wrong way amp160Those problems have always existed and if anything technology has made it easier for brands and agencies to detect themThere are a number of promising blockchain technologies that will likely help but itamp8217s all premised on advertisers and agencies defining exactly what they want and donamp8217t want and communicating it clearly as part of their contracts with the mediaWeisler amp160What metrics do you think are the most important indicator of a successful ad campaignMandese amp160It comes down to what a brand and agency are trying to achieve with their ad campaign amp160It can be multiple things exposure engagement action etc but ultimately they have to focus on one key indicator they use to measure performanceIamp8217m a big fan of timespent and duration metrics not just because itamp8217s what Bidr is premised on but because I think itamp8217s the best way to measure if a user was actually engaged with the ad campaign amp160What that duration should be is up to different stakeholders brands agencies media and yes even consumers to hash out but I think the time of using simple impressions or exposurebased metrics is overI think the Media Rating Councilamp8217s new amp8220digital audiencebased measurement standardsamp8221 and the fact that they are durationweighted is a step in the right direction because it creates an even playing field for all stakeholders participating in a measurement method that they all agree to amp160But ultimately they have to agree about what theyamp8217re agreeing to measureEditor39s Note amp160Jack Myers and Charlene Weisler are both investors in Bidr amp160Joe Mandese was the editor of The Myers Report newsletter the forerunner to MediaVillageClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Joe Mandese on Changing the Ad Delivery Dynamic

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Charlene Weisler

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Joe Mandese on Changing the Ad Delivery Dynamic

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