What is premium?

It is clear from the various discussions taking place at the recent OMMAPremium Display event that “premium” means different things to different people:

– To the movie marketer, it’s “big splash” advertising that generates widespread awareness in a minimum of time, like a homepage takeover of some news outlet attracting millions.
– To the agency creative director, it’s a cross-channel execution that provides a memorable experience to consumers exposed to it.
– To the online media buyer, inventory that has a chance to perform, i.e. at least be seen (viewable) and brand safe (traceable ownership), while limiting waste (transparency).
– To the data analyst, accurately targeted impressions.
– To the publisher, interesting, fast-paced, shareable content that will boost their readership.

However, there is some common ground: somehow “premium” must offer superior value, worth the extra cost asked for.

In our conception of “premium”, as it relates to inventory quality, less is more. As in the physical world, high inflation makes the currency less valuable: we see this happen with a limitless supply of online inventory leading to CPM decline over the years. Think of the hyper-inflation in the early 1920s Germany: a downward spiral that lead to chaos.

rare inventory will be more valuableAs such, we need to organize scarcity. By nature, what is scarce is expensive, so publishers won’t lose out. If one big, viewable, accurately targeted banner replaces a clutter of flashy ads in different sizes and colors strewn about a page, then user engagement and attention is bound to increase… to the delight of advertisers, who will be able to focus on the user experience. Everybody wins.

MediaNet Research Brief: Back To School

Yes, you read the title correctly – Back to School. We understand it’s only spring and most kids are still in school, a full summer of camp and ice cream away from going back, but in the media world it’s time to start planning.

To help, we’ve leveraged our VOS Brand Metrics tool to harness the knowledge of more than 100 parents with kids in school to deliver our most recent MediaNet Research Brief. The survey ran across our entire network asking carefully selected, unbiased questions to determine exactly what parents were planning for Back to School season.

As our research will show, this highly coveted audience of young parents does their research before purchase. So planning to reach them while they’re still in the discovery phase will be of paramount importance in driving offline and online sales.

First, we qualified each respondent asking, “Are you a parent with a child in school?” From there, we wanted to know about their spending habits. Just how much does a parent spend per child during back to school shopping?

Dollars Spent

Overwhelmingly, the majority of parents are spending at least $50.00 per child and almost 1 in 4 admits to spending $100+. We also asked what product category received the highest allocation of spend.

Apparent by the results, clothing/apparel and supplies still attract much of the back to school budget, but as more tech savvy adults continue to have children, so too will technology emerge to play a greater role in our children’s education. With 8.49% confessing technology is where the lion’s share of the back to school budget goes, the trend may already be growing.

Finally, we wanted to be sure that the online universe plays a role in back to school shopping decisions. We asked our parents if they used websites as a resource for determining what to buy. The answer, not surprisingly, was an overwhelming yes.

Conclusion: Despite many families cutting costs in the past few years, it’s apparent that parents have not stopped spending on their children. Planners that are able to pinpoint this highly coveted, young family, audience at scale and during the discovery phase of their purchases will undoubtedly have success at summers end.

Online Ad Effectiveness: Casale Media Study Shows the Importance of Ad Placement and Frequency

An analysis of more than 2 billion impression sampled during the first quarter of this year revealed that ads delivered early in a user’s site browsing session are up to seven times more effective than those appearing later on. The study also shows that five or more repetitions of an ad can win up to 14 times as many engagements. Access the full report here, which offers pointers on environmental attributes worth considering for campaigns focused on brand penetration.

When an Ad Impression Really Isn’t an Impression

Our CEO’s take on why the over-counting of false impressions is killing online advertising and what can be done to correct the problem.

Casale Media CEO responds to the IAB's Digital Measurement Principles

When the IAB issued its Five Digital Measurement Principles, I felt like it was reading my mind, or at least part of it anyway. The organization did not solicit our thoughts or recommendations — it worked with the 4As, the ANA and MediaLink for that. However, its first principle mirrors the issue I’ve been talking about for years with the IAB, comScore and many of our peer companies. The whole notion of “impressions” is broken and we need a better way to define and measure it…Read the whole story >