Posted by Steve Goldberg on Sun, Jun 09, 2013 @ 05:13 AM
As a digital ad sales recruiters, we place media sellers in positions to sell the many shapes, sizes and forms of advertising…display, mobile, video, search, social media, real time bidding (RTB)…on down the line. Display is a primary vehicle for advertising, but digital display ads are fast becoming almost invisible to the eye, and are therefore underperforming (per DoubleClick, the average click-through rate of display ads is 0.1%; 8% of Internet users account for 85% of clicks on display ads). As innovation and Darwin would require, other avenues to attract audience attention come to the forefront.
Current alternatives to standard display advertising are suggested by Janelle Vreeland of lonelybrand.com, in the form of in-app ads, shaking up the positioning of display ads, and sponsored content (see three alternatives).
One of the hot trends currently is “native advertising”, many times confused with sponsored content and content marketing. The distinction between the terms is well outlined by John Denny, currently VP Marketing for Advance Digital. To summarize…
- Native advertising is by definition an ad format that only exists on one site or platform - like a Facebook Sponsored Story unit appears only on Facebook, and Twitter’s Promoted Tweets only show up in a Twitter stream.
- Sponsored Content exists when a brand pays a publisher to have its name and/or message associated with a particular story (you’ll see phrases like “brought to you by,” “presented by,” or “sponsored by”). This is not content produced by the brand. The marketer is given a broad topic area that it can choose to associate its brand with.
- Content marketing refers to a whole universe of Marketing strategies and tactics far beyond just the narrow practices people are using it to describe.
But a rose by any other name…. Perspectives about sponsored content (which I’m sure bleed into perspectives on native advertising) are turning as well. People are not thrilled about being “tricked” into reading something they think is part of the article, only to realize that a company has sponsored the content (click to see this “funny because it is true” piece from the Onion).
Reconciling this “display advertising dilemma” with other facts is a bit challenging. Ecommerce companies have entered the digital advertising business, with Amazon’s U.S. ad revenues expected to reach $1.1 billion by 2015 according to eMarketer (the bulk of Amazon’s ad revenue comes from ads placed in or near search results, which appear when site visitors search for products).
In addition, challenging Vreeland’s assertion suggesting that regardless of their animation, color or subject matter, we are becoming blind to display ads, online video globally seems to be trumping TV in engagement (according to a survey, 73% of respondents said online video spend had increased over the last 12 months).
We don’t suppose to know the future of digital advertising, but looking from the perspective of Susan Wojcicki’s (Google’s SVP Advertising) is not a bad place to start. Wojcicki sees five core ideas shaping the future of digital advertising: Choice, Control, Charm, Connected, and Calibration. For her full explanation, click here to view her article from AdTech in San Francisco, April 4, 2013.
-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Sun, Jun 02, 2013 @ 07:38 AM
“I found my next Digital Media job. What’s next?”
You researched numerous Digital Media companies, scoured the LUMAchart, interviewed with your target companies, and now finally landed your next gig. It’s been a challenging process, but it’s not over.
Now it’s time to think about what you need to do to set yourself up for success in the long-run. They say it takes 6 months to get fully comfortable with your new role and company. Think of your first several months with your new company as an opportunity to show them that they made the right choice. Here is a list of tips to use, from the moment you give notice to your current employer through your first few months with your new employer, to ensure a successful transition:
Before Your First Day
- Don’t burn bridges. Whether your job has been a fabulous experience or a brutal existence, act the part of the model employee during your final days in the office. Keep all communication, both written and oral (including your resignation letter) totally professional and thoughtful. Do what you can to ease the transition for your boss and your soon-to-be former the colleagues. Digital Media/Media Technology is a small world. You don’t know who knows who, and you never know when your paths may cross in the future.
- Ask for a Reference. Your new employer did not have a chance to call your old one because you were still working there. But that is not to say that you won’t need them as a reference down the road. So, consistent with “don’t burn bridges”, leave in such a way that when you ask if they’ll be a reference in the future they’ll say “yes”. Ask for their personal email or cell number if you don’t have it, in case when you need them, they are not with your former company anymore.
- Continue to Learn. Before your job begins, continue learning as much as you can about the organization, its competitors, and its place in the Digital Media “ecosphere”. Ask for access to information related to your new role if they can make it available. If possible, set up time to meet with new associates before your start date to get those introductory meetings out of the way.
During Your First Week
- Make friends. Corporation “politics” are unavoidable, so make friends. There’s more to know about a company than meets the eye, or what you’ll find in the employee handbook. Have ongoing conversations with your manager and colleagues to learn the unofficial rules, company politics and corporate culture. Always say “yes” to lunch with a co-worker.
- Set expectations. Request a meeting with your new manager to learn what is expected of you over the first 30, 60 and 90 days on the job. If you’re successful during these time periods, what will you have learned or accomplished? Use this information to set goals for yourself, and gain a better understanding of your manager.
- Inform your Network. Update your LinkedIn profile, and any other place your job is listed as a part of your “digital footprint”. Also, let your network of professionals know where you’re now working, what you’re doing. Use this as an opportunity to set up a call, meeting or lunch for those in your network with whom you would like to do business.
Your First Month to Three Months
- Produce Measurable Results. If you are a Digital Media Account Executive, build up your pipeline immediately and work towards closing some low-hanging fruit. If your job is in Account Management, Marketing, or other relate role, take charge of a project you know you can deliver on, and then make sure that you do. Work from home and/or on the weekends to insure that your first several months highlight your value to the company.
Record your job successes as soon as you start your new role, and maintain notes throughout. It will make preparing for your annual review and updating your resume that much easier in the future.
- Find a mentor. Connect with a senior colleague at your new organization who you admire, and who is well thought of in the company. A mentor who’s been with the company for a while will be able to teach you the ins and outs of the place, help you navigate corporate politics, and introduce you to the right people and resources to move your career along.
- Show Enthusiasm. No matter if the transition is difficult or easy, continue to show the passion for the job you demonstrated during the interview process. Smile, accept demanding assignments with enthusiasm, and deal with difficult problems as exciting challenges.
- Gain Your Boss’s Trust. Your relationship with your manager is critical in all areas of your work life. Make sure you keep your manager informed the way he/she wants to be informed. Get back to them with their requests and questions in a timely fashion.
Communicate powerfully around deadlines – if you have a ‘by when’ date, keep that date. If you can’t, let your manager know ahead of time and see if you can counter-offer with a new deadline. The key is communication and no surprises.
What not to do
- Be late for work
- Be arrogant or cocky
- Get involved in gossip
- Appear judgmental or close-minded
- Take sides
- Look for romance in the workplace
- Reveal too much about yourself
- No “turf wars” over leads (if you’re in sales) – give more than you take, and this will come back to you down the road
As exciting as it is to start a new Digital Media job, you’ll need time to acclimate while still producing in your job. There will be a lot to learn, so don’t be afraid to ask a lot of questions. Use these tips to help in your successful transition to your new role.
-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Sun, May 26, 2013 @ 08:05 AM
 Real-time bidding (RTB) is probably the fastest-growing segment of digital advertising. eMarketer predicts that 19% of digital display ads will be purchased through RTB this year – that is a 73% increase from last year.
James Green, CEO of Magnetic (one of the search retargeting leaders) credits site retargeting for this explosive growth (meaning that if someone visits your site you can target them again, because you will see them again on an exchange due to the massive amount of liquidity).
The challenge in future growth, per James, is pricing. Publishers want higher CPM’s, and Advertisers are focused on cost. Here is how James sees price increases aiding in the long-term growth of RTB:
1. Advertisers are generally prepared to pay more to find a new customer than to convert an existing customer. So as the lower part of the sales funnel fills up and more "branding" campaigns come to RTB, pricing will move upwards.
2. The laws of supply and demand state that if demand stays flat or increases while supply decreases, prices will go up; this is exactly what's going to happen in RTB.
3. As everyone gets better at assigning value to each marketing touch point, upper-funnel (more expensive) campaigns will get more value, which will help publishers raise CPMs.
Full article: http://www.mediapost.com/publications/article/201041/rtb-is-gaining-momentum-but-whats-the-downside.html
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eMarketer article: http://www.emarketer.com/Article/RTB-Ad-Spend-Continues-Robust-Growth/1009783#vvKOeZ0Q49YgQwtf.99
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-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Sun, May 12, 2013 @ 08:22 AM
There are about 79 million millennials in the U.S., versus the 48 million Generation Xers (born between 1965 and 1980). (ComScore)
Millennials will make up 50 percent of the U.S. workforce by 2030. (Bureau of Labor Statistics)
23 percent of companies reported having heavy contact with parents of millennial employees. (Collegiate Employment Research Institute)
4 percent of employers involved reported parents attended their children’s job interviews. (CERI)
31 percent of employers involved reported parents submitted resumes on behalf of their offspring. (CERI)
27 percent of millennials are self-employed. (The Millennial Generation Research Review)
80 percent of millennials sleep with their phones next to their beds. (The Millennial Generation Research Review)
Millennials send about 20 texts per day. (Pew Social Trends)
15 percent of millennials, versus 7 percent of Gen Xers at a similar stage of life, said having a high-paying career is important. (The Millennial Generation Research Review)
The purchasing power of millennials is estimated to be $170 billion per year. (ComScore)
Millennial unemployment rate in January 2013 increased to the highest rate recorded for this demographic to 13.1 percent versus the national average of 7.1 percent. (U.S. Department of Labor.)
56 percent of millennials think technology helps people use their time more efficiently. (Pew Social Trends)
14 percent of millennials use Twitter. (Pew Social Trends)
31 percent of millennials said they earn enough money to lead the kind of life they want, versus 46 percent of Gen Xers. (Pew Social Trends)
41 percent of millennials have no landline at home and rely on their cellphones for communication. (Pew Social Trends)
Original article here
-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Sun, May 05, 2013 @ 07:44 AM
TV may still dominate the advertising market, but the audience for online video is soaring, with 58% of the US population streaming, up from 38% five years ago. Digital video presents a big opportunity for marketers, given that online viewers are receptive to ads (particularly when they’re seen during documentary, sci-fi and talk show content) and that viewing is growing among hard-to-reach audiences like adults 18-34 and light TV watchers.
Full story here.
-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Sun, Apr 21, 2013 @ 07:46 AM
Real-Time Bidding (RTB) is a process by which every online ad impression can be evaluated, bought, and sold, all individually, and all instantaneously (i.e., in “real time”). It plays an important role in the media buying landscape now and will in the future.
RTB looks to become the fastest growing digital advertising segment through 2016, according to market intelligence firm IDC. It projects that spending on display via RTB will see a 59% compound annual growth rate during this period, which would bring spending via RTB to $13.9 billion. RTB is now rapidly expanding into mobile and video.
Do we see a future where advertisers begin bidding for display ads on TV screens and billboards?
For those of you who would like a quick, clear explanation of the difference between RTB and direct buys, click on this link. It clearly reveals some basic pro’s and con’s as the two forms of media buying are distingushed.
http://marketingland.com/5-ways-real-time-bidding-differs-from-direct-buys-37384
-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Fri, Jan 04, 2013 @ 02:33 PM
While careers in digital media - sales, account management, marketing, business development, etc. – represent exceptional opportunities for you in today’s digital landscape, the nature of the industry suggests a pathway to success beyond its explosive and innovative nature.
Key to what drives the industry is competitiveness, growth and adding value.
Consider approaching your career in the same way. Thomas Friedman, Pulitzer Prize winning journalist for The New York Times wrote an article a while back which captures the essence of this approach. It’s called “The Start-Up of You”.
Key points include:
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Approaching your career as if you are an entrepreneur.
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Being aware that the rising trend in Digital Media and Digital Media Technology is to evaluate employees every quarter, not annually.
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Adding value every hour, every day — more than a worker in India, a robot or a computer? Can he or she help a company adapt by not only doing the job today but also reinventing the job for tomorrow?
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Capitalizing on your network to pull in information and intelligence about where the growth opportunities are — and then investing in yourself to build skills that will allow you to take advantage of those opportunities.
As a digital media professional, you must carve out your own “strategic competitive advantage” that will help propel you to reach your career goals.
Original article: http://www.nytimes.com/2011/07/13/opinion/13friedman.html?_r=0
-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Wed, Jan 02, 2013 @ 08:56 AM
The real-time bidding industry continues to see dramatic changes, and 2013 is no exception. Gus Spathis of Media Bistro gives his predictions for real-time bidding in 2013 with Facebook in the forefront of some of these changes.
1. Programmatic continues to grow in the U.S., but we will also see explosive growth in international markets such as Asia and Latin America.
2. The average CPM will continue to rise to Forrester’s CPM prediction of $6.64 by 2017.
3. Quality will be a strong focus. From viewability, brand safety to fraud identification, separating the impression wheat from the chaff will be a recurring theme. The IAB’s viewable ad impression, Google’s Active GRP and a bevy of third-party offerings will gain significant mindshare.
4. An increasing focus on quality spells bad news for the bad actors in the display ecosystems.
5. Facebook will help “improve” the story with brand advertisers and help us move away from CTR as the sole way to measure a display campaign. The upcoming Facebook/Datalogix study will help quantify brand awareness lift.
6. In 2013, Facebook will dominate the conversation. Huge amounts of high-quality inventory will become available, and more and more partners will integrate with the Facebook exchange, in a significant opportunity for advertisers to extend their audience buying strategies to one of the largest Web entities.
7. Increasing amounts of premium inventory will move to private exchanges. Publishers will begin to overcome some of their reluctance to partner with exchanges, although many will remain wary. For advertisers, this means access to more premium inventory more efficiently.
8. Video RTB will go mainstream, with tons of inventory becoming available even as we close out 2012. 2013 will be all about the robust ecosystem of third parties innovating in the video space, as well as strong CPMs that continue to rise.
9. Third-party data will continue to grow as we see more volume and higher-quality data sources making a dizzying array of targeting options available on virtually all platforms. This includes search data, social data, site level data and the ability to layer data on top of data for added insights and advanced targeting.
10. Finally, there will be a growing movement to real-time reporting. Next day will no longer be enough; marketers will demand real-time or near-real-time consoles. This will continue to drive the technology conversation around big data, big data processing and inform strategic media buying decisions.
-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Sun, Dec 30, 2012 @ 08:48 AM
Online, Digital and Social Media Marketing have struggled to create a cohesive synergy between each channel. In 2013, predictions suggest that not only will these three channels be key initiatives for companies, but together will also create a better brand equity and ROI. Futhermore, social strategies will be used to develop targeted campaigns, leverage data and implement emerging technologies and tools as drivers for success.
As businesses are planning for 2013, they will find themselves facing questions concerning the social impact of the business and brand. Winnie Hart and Lorrie Lee from TwinEngine share 13 in 2013 – Social Media Marketing trends that will take flight.
1. Social Media Marketing gains impact as key marketing tactic
- Companies see the importance of building brand equity through social media
- Engagement grows and companies seek ways to leverage data
- Evolution of engagement is accelerated by empowered consumers
- Social platforms consumers use to interact with companies continues to multiply
- Need for social media marketing strategy and systems are key
2. Marketing turns upside down
- We are all marketers now
- Evolution from ‘all about us’ to ‘all about them’
- Two-way marketing strategies support social shift – monolog to dialog marketing
- Agencies are challenged to develop new models
- Campaigns are no longer flat – need for integrated strategy and plan
- More targeted, more relevant, more effective
3. Social influence moves beyond ‘like’ to incentive driven recommendations
- Consumers will market to consumers
- Marketers reward consumers for marketing
- Move beyond ‘Like’ to incentives
- Micro-targeting gains impact
4. Marketing grows enterprise wide and can no longer sustain being a ‘department’
- Marketing is no longer a department
- Social strategies will be utilized internally to maximize productivity and communication
- Social Media Manager role will emerge
5. Discounts and giveaways will incentivize social sharing of branding content
- Brands will build sharable marketing strategies
- Shift from viral marketing to sharable marketing strategies
6. Social media impacts business infrastructures – siloed communication systems are challenged
- Transformational changes – social impacts business infrastructures
- Siloed communication systems are challenged
- Knowledge-sharing cultures will emerge
7. Social channels integrate and align
- Social channels align and new channels emerge
- Top five channels remain – Blogs, Facebook, LinkedIn, Twitter, YouTube
- Blogs – targeted, keyword focused searchable content feeds into social channels
- Facebook – Gifts will transform Facebook. Paid ads shift to paid content. Facebook moves into social search
- LinkedIn – evolves and grows from HR focus to brand building for companies
- Twitter – the newsroom of the future
- YouTube – gains reputation as key search tool
- Pinterest – will lead in social shopping
- Social gaming – will go mainstream and begin to be cross-platform
- Google+ – sharing to targeted lists is on the rise
- Monitoring tools, ROI measurement and analytic solutions will improve
- Google supports content hierarchy. Premium links remain key performers
For the rest of the article, please visit here.
-Steve
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).
Posted by Steve Goldberg on Wed, Nov 21, 2012 @ 01:31 PM
Digital Ad Salespeople in the RTB (Real Time Bidding) space can work together with Publishers to increase overall business and create a positive impact for all concerned, as we are learning at the Digiday Publishing Summit in West Palm Beach, Florida.
Real-time bidding (RTB) will account for 13% of all US display advertising spending this year, more than triple its share in 2010, according to new estimates by eMarketer. Over the next few years, RTB will continue to gain momentum and share of ad dollars as more media buyers and publishers benefit from its efficiencies. A new forecast from Forrester and SpotXchange predicts it will soon become a force with online video as well. The forecast suggests RTB online video advertising will account for nearly 22% of all online video spending (US) by 2013.
Senior Project Manager Chris Hart of the New York Times Digital tells AdSlot's Raj Chahaun why RTB needs to be renamed as “Real Time Branding”, a two-tier approach to direct and programmatic sales that preserves publishers' direct relationship while making the most of programmatic selling. Chris's idea empowers the sales forces of all parties involved, and could have a "spiral up" effect for the business as a whole.
Click here for the interview with Chris: http://vimeo.com/digiday/review/53711120/4bff9177e8
About me: I am the Managing Partner of Media Recruiting Group, the leading executive search firm for digital media sales positions- online, mobile, media technology sales - across the country. We serve markets in New York, Los Angeles, San Francisco, Chicago, and all major metropolitan areas. In addition to Ad Sales and Advertising Sales Management, our expertise also includes placement for Client Services, Account Management, Sales Development, Marketing, Business Development, Ad Operations, Product Management & Marketing, and Acquisition positions (SEO, SEM, Email, and Social Media).