media

Putting the RTB in B2B

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Since 2000 when I started to work in digital there has been a constant learning curve for agencies, advertisers and publishers alike. The fantastic part of working in digital but also the greatest challenge is that it rarely sits still for long, leaving people constantly chasing the next level of knowledge. If I look back over the last thirteen years there have been some key milestones. First we got this whole thing off the ground around 2000 in a real manner. We then saw the rise of Search as a real revolution of the digital business. The dot com crash and overall stagnation saw little innovation until Youtube, social media start up around the middle of the decade. Just as everyone was comfortable along came Real time bidding and exchanges.

Each sector of our business has responded differently to each of the challenges and seen different challenges and opportunities. In the last 12 months I have been asked to talk at a couple of B2B events on the subject of RTB, it is a business that was traditional in nature and could understand digital from a search and targeting perspective, mainly because they could replicate the very industry specific offline approach online. Many websites, content specific and so on. The trouble is RTB is not about the content. It can be part of the equation, but it is not the driving force. The driving force is Audience and reaching that audience.

At first that felt wrong to people but actually I have had many conversations over the years where we wanted to target small business owners or IT professionals and the conclusion was that these professionals ‘were just people’ and we should target them not just in work specific environments but also in their spare time, catching them where you would expect them to be. How many campaigns run on Golf sites in the hope of attracting C-level execs?

At the heart of the issue is that, how do you target very specific audiences without being in very specific content. Reaching the investment community, IT hardware budget holders, small businesses, you name it. Well RTB has some answers and the marketeers of B2B and Publishers alike need to start testing and creating their own very bespoke audiences. The data is there, as an advertiser you have visitor data, registered user data, you have data from your social presence and more. Publishers collect information all the time and there is even more they can do as sophistication increases. Planning is not what it used to be, planning starts by creating profiles and target segments using your data, publisher data and third party data. Start to create and test, RTB allows you to switch on and off in an instant and so the opportunity to learn is immense.

I sometimes have this impression that people still see RTB as the remnant of the industry on long tail sites. This is a misconception so I advise a marketeer to go an investigate. The world’s leading content is now in the exchange ecosystem, whether through private marketplaces or public. If the FT, Guardian, Telegraph most IT sites all see opportunity then the marketeer should also. The technology and the data can now be applied intelligently to all this premium inventory and combine that with intelligent use of dynamic creative and you have a powerful opportunity. And after all of those benefits you can apply the macro benefits of RTB – you dont buy upfront, you buy what you need to buy, one impression at a time. You can frequency cap, single reporting and achieve transparency of what you are buying. These are vital in the new digital ecosystem marketeers should be demanding this as standard.

I often spend time explaining to advertisers that we have changed our agency model, the publishers have adapted or are in the process of adapting to this revolution in digital, but many times we dont challenge the advertiser to change. That would be my core message here, dont do what you have always done, you should change and if you agency partner is not challenging you to do that then you have the wrong agency.

A year is a long time at Google

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As I sit wide awake on an American Airlines flight to California, when really I should be sleeping, mainly down to the horrendous ‘Angle flat’ beds I started thinking of the blog I wrote a year ago called ‘A Frictionless Web’

It talked about how Google wanted to streamline the whole cookie process and launch for the first time a ‘true stack’ something that had raised some eyebrows at the time mainly because Google had been excellent in many areas but had been flawed on Doubleclick and bordering on slow in the DSP space after purchase of Invite.

Google presented the new DFA and lots of new brand names like DDM – Doubleclick Digital Marketing, DBM, DC Bide Manager, DS3 and so on. Funny to think back then that even the Google people on stage were struggling to remember to use this terminology rather than good old Invite, DART etc etc. Neal Mohan presented credibly what the future would look like and that it was going to be powerful. At the time I thought, sometimes out loud and to the dislike of the DBM competition that this could really strike a blow to the competitive ecosystem if it turned out to be true.

Fast forward a year. In my opinion a big part of that dream has turned out to be right. Let me start with some of Audience On Demand’s change. We were well known for working with Invite and were heavily crticised for it but we stuck with it, especially as I saw the content of CAB 2012. The London office of AOD, powered by Geoff and Danny migrated all accounts to DBM (we say that now instead of Invite with out reminder!) the London office was and probably still is the largest user of DBM anywhere in the world and that includes the US, that does not happen often with something like DC.

As a result we were the first in the world to use the Search remarketing opportunity where DBM joins seemlessly with DFA and DS3. I cant reveal the results to that as thats my presentation at CAB but we learned an awful lot and that is still a big USP for us in the market as not many people have lined up DBM, DS3. DBM itself had a rocky start but again is now delivering the promise and we are pleased we got out there early and set the pace, working closely with the US team.

Bigger and more ominous for the competition however is that the new DS3 has really started to roll and two big things have happend. The first is that the product itself is good, widely acknowledged to be an improvement on some systems without the extra cost. I have seen across Europe business being returned to them from the companies that jumped in to fill the void of a quality Google product for years. The second is DFA in general has started to win back some lost ground from others in its own right. A good job Facebook bought Atlas as that was literally dead in the waters and amazingly those few major clients who continued to use them had seen the light and were off.

But the real success has been where advertisers or whole agencies are swapping to DS3 and DFA because they are or are about to be heavy users of DBM and want to benefit from the frictionless web. I work with people a year ago who were nowhere near wanting to work with DFA and were proudly using Mediamind or Flashtalking etc and have now switched and are happy. One major advertiser held a pitch right around now this time last year and the Stack solution was sold but was a just a little early with DS3, DBM all untried for them. One year on that shift is well under away. This is the fruits of the Stack and it is pretty compelling, Google in a year has transformed the display sell and regained an incredible amount of ground in such a short period of time.

There is work to be done of course around social tools and dynamic creative but hasn’t everyone? I am looking forward to presenting the amazing work the UK Audience On Demand team have done at this years CAB and hearing the next stage of the revolution. Over to Neal Mohan…

Linkedin etiquette – Why link but not shake?

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In the last two days I have had discussions about how to use Linkedin. When I say use I mean the etiquette of connections, why you connect and how you should behave once you have. You always assume everyone is in it for the same reason, but that is not necessarily true as I have found out.

Let me start by summarising my contacts:

Category A: People I know very well either personally or via work, or have worked with over the years pretty closely. Linkedin for me in those cases is a good contact directory as inevitably you lose people’s details over time.

Category B: People I have known, perhaps through work for a short period of time, but none the less they are people I could stop and have a chat with.

Category C: People I have met in a meeting, maybe just the once, but we met. I notice the US visitors have Linkedin before they have left the office many times!

Category D: People I have not met but have heard of along the way and so at least know someone they no and or their company, many times you know what they want before they ask it.

Category E: Randoms.

Of the 1141 contacts I have, I would say about 20-30% are in this camp. It is this category that recently caused some offence with a sensitive sales guy called Lee oh and Joanna and a couple of others. Lee felt that he should comment on his incredulity about the fact that people accept invitations on Linkedin and then don’t respond to emails he sends to that contact. Well a debate started along two lines.

The first was whether you should agree to a connection if you had no real ambition to do business with that person, the second was it was rude not to reply to someone who had written to you. I think the third will soon become how you see Linkedin vs say Facebook and Twitter, but for today I am going to leave that one.

Here was my view that I expressed to their disappointment. I accept Linkedin invitations to almost anyone because I have nothing to hide or keep private like say on Facebook, so as far as I can see, more the merrier, in fact more fool them as they will have to suffer my Twitter updates! In fact the most useful thing about Linkedin is the ability to track people down you don’t know and find out more. It could be an interview, a meeting, a new business pitch, whatever, if they are in your network you can see their details. Therefore the bigger the network, the more likelihood of being about to track them down. Apparently that is seen as being a little negative and cynical, I was surprised to discover this as I assumed everyone did it! Any thoughts?

As for the second debate about contact etiquette the general theme was that you should respond to every in bound email. Well on this I thought that yes in theory you should respond to every email out of politeness but then again, if it is a mass email with limited targeting and thought then absolutely no chance. There are other categories of in bound though that wont get a response. They normally start with ‘I just had a meeting with someone senior in your organisation (add in whoever) who I have know for years (read old school network and good old days club)  and thought we should meet for a coffee. Well you know what, for better or worse I don’t reply to the name dropping approach. Cant stand it. The other blank is anyone who starts with ‘I would like to take you for lunch this Friday type thing’ No. I don’t know you and just because I accepted your Linkedin invite does not mean we can start dating. Too pushy.

So you see there are many reasons for not replying, often the least of them is just straight too busy. It happens to all of us all of the time, people don’t return calls, don’t turn up for meetings and all that, so Lee in my opinion was being a little sensitive and had us all believing that he sends his 1000 copy and paste emails and then waits with bated breath for a reply. You wrote three lines and copied and pasted a couple of times and then pressed a button. Forgive me if I don’t send a carrier pigeon laden with chocolates explaining that I am unable to enter into business with you.  You can always remove me – I will never know!

Communication on Linkedin is the same as everywhere. Make it personalised, well thought out, relevant and well written. Even better find another way to contact me that shows you have put the slightest extra effort into the process if you are really serious. And just for clarity I am still talking Cat E types, the rest I am fine with.

What does everyone else think? Am I being too black and white? Make sure everyone of you replies or I will cry like a baby and post how upset I am that you follow my blog and don’t comment!

In defence of Jargon

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It annoys me when people say that our industry uses too much Jargon. Do we? Or do we use shorthand? Do we not all use shorthand in life? Anyone for a BLT? No wrong time of day I would rather a G&T or maybe a JD and coke. I make the point, we all use short hand in our discussions and conversations, I would not describe it as jargon.

I listen to advertisers talking about their business all the time, more jargon than you can shake a stick at! RTB – you want me to say Real time bidding every time? CTR? CPA? Life is too short to say that every time. No where we all go wrong is using them at the wrong time. Conferences, advertiser presentations, these mixed audience scenarios we need to all tread more carefully and explain what we mean.

The ability to explain a complex notion to a crowd that has less experience of your topic is where the art comes into its own. The programmatic buying business is technology obsessed and too focused upon it. It is this that we need to cut out, less the jargon. We should have learned from the past that technology is not the subject, it is what it can create for our advertisers. I met with an advertiser recently outside of our group and he seemed positively relieved as I focused on a more simplified approach to the business and a less techie pitch. As he put his algorithm back to basics manual away he seemed positively lifted.

And this is where Trading Desks can add value, the value of cutting through the jargon and the bullshit. As an advertiser with limited resources focused on this complex marketplace, they are pitched by everyone, each with their own shiny optimisation and algo (shorthand for algorithm) and it is daunting. Our job is to help navigate this world and design strategies that link up all of these marketplaces and technologies. We should focus on the outcomes of jargon, not the jargon itself and slowly for many the jargon will turn into normal day to day shorthand.

Well it is EOD so maybe a G&T?

My 2012. Perpetual motion.

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Perpetual motion in more ways than one. Change is the only certainty in life and we certainly experienced it this year. Travel wise it was the year of going to the US, Palo Alto, Chicago, Las Vegas, San Francisco, Los Angeles. But let’s not forget the best that Europe has to offer with Madrid, Moscow, Milan, Cannes and Monte Carlo, Paris x 10, Amsterdam, Prague and on it goes. It is something I love to do and simply the best way of getting to know the network but can also take its toll.

I got a new boss this year and said goodbye to my first VivaKi boss in the form of Curt Hecht who left to join The Weather Channel. Curt was an entirely new kind of leader to those I have had in the past. He inspired me to look at our media world differently, he was himself in perpetual motion and seemed to never run out of energy for this business of ours. He pushed me, supported me and at times put a few European noses out of joint on his visits, importantly he taught me that travel, events, meeting bright people is worth something, it makes you more worldly, and helps you form a different view to those who listen to only those around them. Curt will and I know already is doing a great job. Enter stage left Kurt Unkel. Old Curt, new Kurt as they were for many months!

Thanks in part to all this change I was invited to Paris, Publicis Groupe HQ to meet Maurice Levy for a brief one to one. It was the very pinnacle of my career, if you would have told me as a TV buyer in 96 that I would get to meet Maurice I would have laughed – in fact I would probably have not known who he was! It’s funny how some of my external colleagues in the likes of Google meet him all the time (relatively) and yet it is so hard as a part of his organisation, but anyway, it was a privilege.

New Kurt as my boss can’t receive too many positive comments here for fear of brown nosing abuse, but suffice to say that he is a good guy, smart and looking forward to working with him in 2013. It’s been a crazy work year so much growth and development, part of a team of people now overseeing the new VivaKi proposition I am expecting no let up in 2013. But 2012 has seen us grow to 11 markets live with Audience On Demand in EMEA, the latest being Russia in December. We have worked tirelessly to create this EMEA wide expertise so that our advertisers can have a genuine centre of excellence wherever they are, it has been down to a lot of hard work from the VNC leaders across Europe – particularly Bea, Lothar, JB, Sara, Danny, Geoff as well as Becky for getting me around!

I reduced the sitting on Exchangewire panels of 2011 in 2012 and did some interesting and varied panels and presentations. I presented a digital overview at the IAA earlier in the year. A session at the FT around B2B comms and the future developments. A fantastic panel at Monaco Media Forum with Brian from Digiday – you can see that here. and have actually written more solid content for media publications. My first one of those was a sum up of CES and the impact of connected TVs..it’s long but if you want it – click here.

As usual I got into the odd scrape, although a lot less. My blog on the Dataxu purchase of Mexad called ‘Mathmen just turned back into Madmen’ went down well with some and less well with others. Siding with the Google view of ‘a frictionless Web‘ also brought a few a google haters out but as we showed in December with the World first search retargeting campaign, it was a great development.

Google Zeitgeist, Client Advisory Board in California, Monaco Media Forum, Cannes, CES – all great locations and events and yes you can and do have a lot of fun but at the same time, I have learned so much from so many bright people through these events, it is a very fortunate and a not to be taken for granted opportunity. The pace of change right now is break neck and these events help us stay in touch or at least try to.

Just as you think you are in a groove enter VivaKi 2.0. New structures, new propositions, all change again, but it is exciting and nerve racking at the same time, 2013 starts very quickly when we are back and I have a feeling won’t stop until that last working day of 2013. The team I work with and for is an incredible bunch, so bloody bright and enthusiastic. If anyone can create and steer change it is them and that gives you a lot of confidence. The guys I sit with right now in London have all worked their skins off and done a great job, it is these guys that make it happen and I look forward to a new year with them all.

Perpetual motion, managed by my awesome PA Becky has been mainly work focused but just to add a bit more into the mix we moved to Beaconsfield from Balham in May, another life change for us, one we have enjoyed thoroughly, not least it allowed me to buy that Yamaha T-Max 500 scooter I had been coveting! I grew up in the country and so I return (sort of). Sad to say one advantage is being near Heathrow!

The last icing on the cake came with being asked into Campaign A-list in December and judging Media Week Awards both for the first time (late developer!) but one question I was asked was ‘how have the last 12 months been for you?’ My answer was that they have been the best of my entire career. I am so pleased that after 16 years of work I have been given the opportunity to say that and I will be working doubly hard next year to make sure I can say it again this time next year.

Thanks to everyone in my team, to friends and colleagues and to all those companies we work with, I wish everyone a very Happy New Year.

It’s late. Good night and HNY.

VivaKi and Audience On Demand take first mover advantage on Google’s DDM

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The thing that most inspires me in this role is the constant ability to innovate ourselves, as well as work with leaders in the technology space. As of this quarter, VivaKi and the Audience On Demand team in London are paving the way and entering a new era of activating search advertising data in the display ecosystem intelligently. Below find our internal release.

 

A collaboration between VivaKi and Google sees a global first for the organizations – the launch of a remarketing from search ads campaign. Audience On Demand (AOD), the market-leading addressable media buying practice for VivaKi, leveraged Google’s integrated technology suite to deliver a display remarketing campaign optimised around traffic on search ads on behalf of their client, a leading automotive services provider.

 

“As the leader and one of the first entrants in the RTB marketplace we work tirelessly to ensure our clients benefit from first-mover opportunities” says Marco Bertozzi, Executive Managing Director for the VivaKi Nerve Center. He continues: “Since launching AOD we have worked closely with Invite [now DoubleClick Bid Manager] as our primary partner and it has been an incredible mutual growth story. We saw back in 2010 the amazing opportunities for AOD and our clients in the Google product development roadmap and display remarketing from search advertising was absolutely top of the list.”

 

This feature enables the use of search ad clicks as a signal in optimising client’s display campaigns, re-engaging consumers with display ads across billions of ad impressions available on global ad exchanges. The integration between DoubleClick Bid Manager and DoubleClick Search 3 provides the ability to split referring keywords into specific groups based around different levels of interest and exercise bid strategies appropriately, re-igniting the potential of clicks that did not deliver an outcome in the first instance. This maximises the efficiency of search investment and boosts the performance of display campaigns.

 

Geoff Smith, Head of Activation for AOD comments: “This technology allows us to identify and differentiate consumers with greater intent to purchase, depending on their behavior with search ads. This granular insight allows us to alter our bid strategy accordingly, thereby maximising the efficiency and effectiveness of the overall campaign.”

 

This will add yet another layer of power to our offering and shows that Audience On Demand has yet again delivered innovation in the exciting marketplace. We had a choice – follow the pack and let

Campaign A-list at 40

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Some people dont care, some have been in it for years, some are freshers like me but quietly everyone is pleased to be in Campaign’s A-list. It wont change your life or your career,  it’s a nice to have and a
good addition to the Bertozzi Bytesize scrap book.

Thanks to Campaign for my inclusion, let’s hope I get to stay in it now although it looks like you have to work hard to get thrown out going by some old timers in there!

The area people seem to be most interested in is the icons that sum you up, I had four which for a fresher was deemed good and I was described as nice (!), Reliable, techie and one other. It’s all rock and roll around Bertozzi by the sounds of it.