Rumours of the “death of display” have been greatly exaggerated. Left dormant or dwindling as the worldwide recession drove marketers to the tried and true ROI of search, display advertising has roared back against predictions of decline. In the UK alone, spending was up 13% in 2011 and finally broke the billion pound mark.
Mediapost ventures from its U.S. home base across the pond for the first OMMA Display Europe.
It’s a tale of two online display markets.
On the one hand premium, high impact units and video on major media destinations are luring brand dollars. Meanwhile, a very different ad economy has emerged in the past few years that leverages massive quantities of user data, ad exchanges, real-time bidding and programmatic buying, claiming to target people rather than media site pages. How do these two worlds of online display mesh, if at all, to proide a clear path forward for digital advertising and marketing?
MediaPost will bring to OMMA Display Europe its customary laser focus on the perspective of the media buying and planning community. Is the new programmatic, demand side model for buying display really living up to its own high hopes? Do these emerging techniques and technologies threaten the value and even the meaning of “premium?”
Video streaming by Ustream
As up to a third of display budgets now move into programmatic buying, how is the rest of the marketing mix affected? How about the major media brands? Is the torrent of low-priced social media devaluing the market for everyone? And with a range of channels now open to marketers, the key to future success and repeatable results appears to be smarter attribution that can think beyond the click. The online display economy has become as complex as the algorithms running all the platforms.
At OMMA Display Europe we pop the hood on the new ad machine to see how it can be made to work for you. OMMA Display Europe