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What: DISH Media Sales initiates industry’s first programmatic impression-by-impression linear TV marketplace that allows targeted, addressable inventory to be purchased utilizing real-time bidding technology.
Why it matters: DISH’s proprietary supply-side platform seamlessly integrates linear TV ad inventory into digital advertising ecosystem.

descarga (3) DISH Media Sales turned on the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television. DISH Media Sales’ proprietary supply-side platform is designed to seamlessly integrate with the existing digital ecosystem, allowing for 360-degree consumer reach across viewing experiences. The marketplace allows advertisers to purchase targeted, linear television ads, impression by impression, using real-time bidding technology.
DISH Media Sales partnered with digital ad technology IPONWEB to build the online marketplace. DISH initiated beta testing with programmatic marketplace leaders DataXu, Rocket Fuel and TubeMogul, and will introduce the platform to the digital industry upon completion of successful testing with these partners.
DISH’s programmatic TV product offers advertisers the targeting effectiveness and scale of DISH’s addressable advertising technology, full-screen ad viewability and accurate, impression-based viewership information from audience measurement company Rentrak. Targeting criteria includes 80 segments per impression based on household demographics and viewing behaviors.

For a consumer, the lines between smartphones, computers and TVs are blurring.

Advertisers get Control of Targeting, Frequency, Trafficking and Buying

The marketplace allows demand side advertisers per-impression control of targeting, frequency, trafficking, and buying, enhanced by aggregated set-top-box reporting. Ads are delivered to DVR set-top-boxes within the matched households and programmed to dynamically play during commercial breaks as the consumer views live and DVR content. DISH has an addressable audience of more than 8 million households nationwide.

“For a consumer, the lines between smartphones, computers and TVs are blurring,” said Adam Gaynor, vice president of DISH Media Sales. “DISH’s platform unites TV and digital buying, creating an easy avenue for brands to target their message comprehensively and efficiently across the entire consumer experience.”

What: There’s an opportunity for online video to drive Hispanic media, as, on average, Hispanics watch more online videos compared to the U.S. consumer. Cisco forecasts that by 2016 two-thirds of mobile traffic will be video viewing, and approximately 70% of advertising spending targeting Hispanics is spent in television.
Why it matters: There’s such high growth potential in online video – they’re the highest CPM in digital advertising – and Facebook seeks between US $1-2.4 million a day for its in-feed video ad feature. For online video to become a revenue driver for Hispanic media, the content should not be recycled and repurposed – rather, the content needs to be creative in its own way.

The strong growth of online video usage and advertising has interesting implications for the Hispanic market. On average, each U.S. Hispanic person watched 1,176.2 minutes (over 19 hours) of online video in March of this year, according to ComScore data. As importantly, Hispanics watch more online videos per viewer than the average U.S. consumer (270 per month vs. 243 for the U.S. consumer). Mobile communications, so pervasive among Hispanics, are also being driven by video consumption. In fact, Cisco forecasts that by 2016 two-thirds of mobile traffic will be video viewing. Online video offers digital extensions of Hispanic radio, print media and pure play digital properties a chance to level the playing field in the traditionally broadcast advertising oriented Hispanic market. Approximately 70% of advertising expenditures targeting Hispanics goes into TV.

Online Video Advertising Offers Non TV Media a Chance in the Broadcast TV Oriented Hispanic Ad Market.

Online Video CPMs (cost per thousand viewers) are the highest in digital advertising, usually three to four times as high as display advertising CPM’s. This explains why Facebook is seeking between US $1 million and US $2.4 million a day for its new in-feed video ad feature. Because of the high growth prospects of online video advertising, a whole new ecosystem of video advertising placement firms, which also provide comprehensive audience data insights and RTB (Real-Time Bidding) and video content producers, has emerged. It includes companies such as Vevo, Hulu, Google’s YouTube, Machinima, Videology, TubeMogul and Adap.tv.

For online video really to become a revenue driver for Hispanic media properties it is crucial that it does not just become a way to repurpose broadcast content. The key is to invest in creative that is native to the digital medium. “As clients are not investing in creative, but just repurposing video, I believe there is a lost opportunity to make better ads, to connect better with the audience and tell better stories as we are not limited to smaller spots,” says Xavier Mantilla, Partner and Client Manager at UM in Miami.

We Need to Invest in This and Not Just Repurpose Videos.

According to Mantilla, while online video may be a media buy, at heart, it is a creative piece. If media agencies got more together with creative agencies, these would be much more successful. He adds that, “when we look at video campaigns that have had higher click-through rates we realize that the creative played a very big role, as well as where it was running, so this fusion of art and science needs to grow. The next big opportunity is to generate localized video advertising to speak to an audience from its natural point of view.” The local nature of newspapers and radio can make them a particularly good fit for a new wave of localized online video ads. But as Mantilla concludes, “We need to invest in this and not just repurpose videos.”

 

A recent MAGNA GLOBAL study forecasts that 43% of total online display advertising will be traded through programmatic mechanisms (or exchanges) in the US by 2017. MAGNA GLOBAL forecasts that programmatic will grow by more than 40% this year, rising to 23.2% of all online display advertising sold in 2013. By 2017, Magna predicts programmatic trading will rise to $7.533 billion, representing 43% of all online display advertising. Will Wall Street like trading desks be as frequent in Hispanic ad agencies as in general market agencies? Portada interviewed major players in the digital media market to find out.

Programmatic, similar to computerized securities trading on Wall Street, can make digital media purchases more efficient as an algorithm looks for available inventory against a set of specific parameters set by the advertiser.

According to the founder of the Festival of Media Global, Charlie Crowe: “Automated media trading platforms have surely been a significant development in this industry. But while they have their place in elevating the effectiveness and reach of campaigns, they have yet to show maturity and gain the complete unquestioned acceptance of all industry peers”.

Are we ready?

In a survey of 100 media agencies, media owners and brands, conducted by the Festival of Media Global 2013, many believe media agencies are adapting well and that the media planner’s role will change to take on more of a strategic/advisory capacity; however there is some concern over a lack of industry standards and transparency, and the disadvantage of a lack of human input.

Most respondents (66%) say they expect automated media buying to increase next year, with 26% of the group indicating they feel this increase will be substantial. Similarly, 63% say they expect an overall increase in automated media planning, with 20% believing this will be substantial. 55% agree automated media on the whole has increased in the past year – 22% saying substantially.

percent.media.buyingpercent.media.planning

The main benefit of automated media transacting is that it can save time and resources when planning and buying media – 63% say that this is the case. Ensuring clients get the best media value comes next, as selected by 35%, while 33% say automated media platforms reduce waste and human error. 29% say they enable brands to run more campaigns across more media outlets.

The lack of human input, which can affect results, is seen to be the biggest drawback, according to 68% of respondents. A lack of industry standards is also a concern, as agreed by 35%; followed by a lack of transparency, with 25% believing so. One cynical respondent remarks: “Media agencies automate by default in an effort to wring more profit out of clients.”

How will change the media planner´s role?

media.planner.role

There are clear views on how the media planner’s role will change. 55% of respondents say they think it will change to become that of a consultant or advisor. 31% think it will merge with that of others such as strategists or account managers. Ironically, 18% say it will become more important yet another 18% feel it will become less important. One respondent says: “I don’t think the role would change much, just that the planner would have more time to devote to strategic and analytical thinking.”

Yet while 38% feel media agencies are embracing automation and looking at ways of working progressively with it, 25% say they are acting defensively and being slow to embrace it. 14% say media agencies are in a situation where they now have to work harder to prove their worth. “Innovation is needed in an increasingly digital media world,” comments one respondent.

percent.actual.buying

Despite the attention generated by automated media platforms, the bulk of respondents (43%) say it makes up just 5% or less of their media strategy.

Just 4% say that up to 50% of the media business they handle is currently going through automated media channels. At the high use end of the spectrum, 5% say it comprises up to 90%, while just 1% say up to 100%.

Main Survey Results

  • The biggest drawback of automated media transacting is the lack of human input, according to 68% of respondents
  • 63% are sold on the main benefit being that it can save time and resources when planning and buying media
  • 55% believe the media planner’s role will change to become more of an advisor
  • 38% feel media agencies are embracing technology, yet 25% argue they are being slow to keep up

The impact of programmatic trading and other digital advertising technologies on the Latin American and U.S. Hispanic market will be explored in-depth at Portada’s Latin American Advertising and Media Summit on June 4-5 in Miami.

 

 

 

 

 

A recent MAGNA GLOBAL study forecasts that 43% of total online display advertising will be traded through programmatic mechanisms (or exchanges) in the US by 2017. MAGNA GLOBAL forecasts that programmatic will grow by more than 40% this year, rising to 23.2% of all online display advertising sold in 2013. By 2017, Magna predicts programmatic trading will rise to $7.533 billion, representing 43% of all online display advertising. Will Wall Street like trading desks be as frequent in Hispanic ad agencies as in general market agencies? Portada interviewed major players in the digital media market to find out.

Programmatic, similar to computerized securities trading on Wall Street, can make digital media purchases more efficient as an algorithm looks for available inventory against a set of specific parameters set by the advertiser.

According to the founder of the Festival of Media Global, Charlie Crowe: “Automated media trading platforms have surely been a significant development in this industry. But while they have their place in elevating the effectiveness and reach of campaigns, they have yet to show maturity and gain the complete unquestioned acceptance of all industry peers”.

Are we ready?

In a survey of 100 media agencies, media owners and brands, conducted by the Festival of Media Global 2013, many believe media agencies are adapting well and that the media planner’s role will change to take on more of a strategic/advisory capacity; however there is some concern over a lack of industry standards and transparency, and the disadvantage of a lack of human input.

Most respondents (66%) say they expect automated media buying to increase next year, with 26% of the group indicating they feel this increase will be substantial. Similarly, 63% say they expect an overall increase in automated media planning, with 20% believing this will be substantial. 55% agree automated media on the whole has increased in the past year – 22% saying substantially.

percent.media.buyingpercent.media.planning

The main benefit of automated media transacting is that it can save time and resources when planning and buying media – 63% say that this is the case. Ensuring clients get the best media value comes next, as selected by 35%, while 33% say automated media platforms reduce waste and human error. 29% say they enable brands to run more campaigns across more media outlets.

The lack of human input, which can affect results, is seen to be the biggest drawback, according to 68% of respondents. A lack of industry standards is also a concern, as agreed by 35%; followed by a lack of transparency, with 25% believing so. One cynical respondent remarks: “Media agencies automate by default in an effort to wring more profit out of clients.”

How will change the media planner´s role?

media.planner.role

There are clear views on how the media planner’s role will change. 55% of respondents say they think it will change to become that of a consultant or advisor. 31% think it will merge with that of others such as strategists or account managers. Ironically, 18% say it will become more important yet another 18% feel it will become less important. One respondent says: “I don’t think the role would change much, just that the planner would have more time to devote to strategic and analytical thinking.”

Yet while 38% feel media agencies are embracing automation and looking at ways of working progressively with it, 25% say they are acting defensively and being slow to embrace it. 14% say media agencies are in a situation where they now have to work harder to prove their worth. “Innovation is needed in an increasingly digital media world,” comments one respondent.

percent.actual.buying

Despite the attention generated by automated media platforms, the bulk of respondents (43%) say it makes up just 5% or less of their media strategy.

Just 4% say that up to 50% of the media business they handle is currently going through automated media channels. At the high use end of the spectrum, 5% say it comprises up to 90%, while just 1% say up to 100%.

Main Survey Results

  •  The biggest drawback of automated media transacting is the lack of human input, according to 68% of respondents
  • 63% are sold on the main benefit being that it can save time and resources when planning and buying media
  • 55% believe the media planner’s role will change to become more of an advisor
  • 38% feel media agencies are embracing technology, yet 25% argue they are being slow to keep up

The impact of programmatic trading and other digital advertising technologies on the Latin American and U.S. Hispanic market will be explored in-depth at Portada’s Latin American Advertising and Media Summit on June 4-5 in Miami.

 

 

 

 

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