Delivering Scale is my ROI

Online advertising is a massive industry, and continues to grow across all major mediums...blah blah blah...ad blockers are more apparent, yet revenues across the board continue to grow, fraud is a huge issue but we have the right groups focused on beating this...one thing we know is true, digital media trading won't go away, EVER. We will get smarter, more efficient, and more automated...we will think of more unique ways to get our brand's message in front of the right consumer. Publishers will continue to produce more content, and users will continue to consume this content...

For me, I'm kind of bias to video as the core digital media medium to best start the user sales cycle, to grab the user's attention, and begin driving your ROI. I'm also a big fan of understanding user behavior, the data and the why we serve ads to certain users and not to others, and in which order and device we serve them to them on. But overall, I'm the biggest fan of SCALE. Delivering a compelling :30 commercial on multiple devices, while focused on key audiences and certain KPIs can be challenging. The biggest challenge is if we are restricted to delivering this commercial in a place that also precedes the ever elusive "premium video content." How many publishers have premium video content that is available for sales post Upfronts/Newfronts, at price points we are comfortable buying at? I get it, supply and demand sucka...

For me, and I believe the same for a lot of us, what's better than winning a big budget and getting a signed IO? Delivering the budget in full against the client's goals is fun too, right? What's even better than that? Getting an up-sell or a renewal...sure? What about turning a $50k test budget into a $500k opportunity? Or turning a $20 CPM deal at $50k, into a $1MM deal at $8 CPM, using the same creative and targeting. Scale in video is challenging, technically and inventory wise...but, publishers that have scale across multiple screens, devices, and with the option to use alternative delivery mechanisms to deliver the :30 commercial outside of a fixed click-to-play larger player with premium content will win. We bring more ROI, a diversified media plan, unique KPIs and stats, and we spend your client's budget! Winners all around.

Let's think about the user cycle of multiple devices, and think about unique ways to deliver the :30 commercial and unique ways to measure success. Let's deliver those budgets!