Archive for the ‘Integrated Media’ Category

Tuesday, January 17th, 2012

On the hunt for a DSP

Last year Just Media, Inc., decided to bring a DSP in house. Easier said than done! Weeks and weeks of research and presentations followed. Interestingly enough, it was hard to get a sales person to come to the office or even just reach one on the phone. In one instance I tried several times to set up an appointment and the sales person either cancelled, didn’t show or simply didn’t respond in a timely fashion so we had to pick yet another date only to start all over (cancelling, no-show …)

Most platforms we looked at offered the same capabilities, with sometimes the only difference being how much client service they promised. Besides guaranteed brand safety and the quality of inventory, sophisticated audience targeting options and easy reporting/data visualization; we had a self-serve platform in mind. MediaMath made the cut in the end and we’ve been very happy with this decision ever since. It comes as no surprise that they got very high scores in “The Forrester Wave TM: Demand-Side Platforms, Q4 2011”.

Check out the study here on MediaMath’s homepage: “http://www.mediamath.com/solutions/forresterwave.”

I’d love to find out why Google didn’t want to participate in the study!

Happy analyzing!

Frauke Cast, Trafficking & Analytics Manager

Posted by John O'Connor at 10:19 am | Leave a Comment | Share/Bookmark | No Comments

Tuesday, December 6th, 2011

Be ready for the next evolution in online buying!

Have you heard of Online Trading Desks or DSP? If you are not deep in the online industry, then chances are you have not. It is the next evolution in online media buying and if you or your agency have not begun to test this new method, then you are already lagging behind the marketplace in access to critically important inventory. 

 

So, what is it? Basically, a DSP is a method for gaining access to the high volumes of remnant or unsold inventory that almost every site has in abundance. The difference is that rather than being sold on a commodity basis via a network, it’s purchased on a bidding model enabling every impression on sale to be priced at the true value rather than an artificially created one.

 

At Just Media, Inc., we have recently started testing a trading desk for small portions of media buys. Initially, we have principally been using it for retargeting, but now we are also using the desk for audience specific segments and the results have been fascinating. CPM’s are being drastically reduced, but most importantly, minimum buys are eliminated; allowing quick testing of different filters. It’s fast, efficient and driven by data. It learns too… dynamically optimizing buys to the key call to actions our campaigns require.

 

This technology might not change every media buy we do, but it has the potential to impact on many  strategies and make targeting the long tail of media even more productive and controllable. Yes, it’s one more vehicle that you should expect your agency to employ, but one very worthy of testing and refining right now.

 

For more information on how a trading desk might be right for your campaigns or simply to learn more do not hesitate to reach out.

 

Dick Reed, CEO

Just Media, Inc.

ceo@justmedia.com

Posted by John O'Connor at 2:51 pm | Leave a Comment | Share/Bookmark | No Comments

Friday, June 10th, 2011

Just Media, Inc’s Award for Innovation in Media

Just Media, Inc’s Juniper Pulse Campaign has been named a Silver Award winner at the Internationalist Awards for Innovation in Media in the ‘Global Campaign Running in Multiple Regions’ category.

The Just Media team of Dick Reed (CEO), Alan May (Media Director) and Dale Viger (Media Planner) worked with Juniper and the John McNeill Studio to create a broad announcement campaign to drive awareness and understanding of the new Junos Pulse launch, targeting enterprise size companies, service providers and consumers. The need to announce the benefits of the Junos Pulse Mobile Security Suite to all these audiences, across categories, within a limited timeframe and limited financial resources was quite a challenge.

The full award detail can be found here:http://www.internationalist-awards.com/inter-media-2010/juniper.html

For more information regarding the campaign, please contact dick@justmedia.com or alanmay@justmedia.com. Follow @justmediaus

Posted by John O'Connor at 1:46 pm | Leave a Comment | Share/Bookmark | No Comments

Thursday, March 26th, 2009

Ad spends to drop in 2009 but should yours?

The parent company of Just Media’s London office, Aegis Media, have just announced their 2009 media ad spend predication’s. Global decline was predicted as being down by 5.8% while in the US this figure was predicted to fall by 9.8%.

For an industry that creaks and groans as soon as it is not experiencing year on year increases or 2-3% this data may appear to be a disaster but lets look at this more realistically.

Media rates have softened and it’s entirely possible that much of this decline can be absorbed by cost reductions in strongly negotiated media buys. So any company who actually does slash a budget by 10% is probably going to net out with almost as much media as before.

Also a 10% decline in budgets means that for every marketer who is slashing their budget significantly (you perhaps?) there are others who are seeing the opportunity to grab market share of voice and actually increase activity. Also historically we know that those that do slash hard, also tend to be the most conservative and the slowest to come back.

Within the tech sector and indeed our own client base we have seen this pattern emerge. Some clients have reacted to market pressures by slashing back on spend and consolidating all activity into lead gen programs – completely abandoning significant outbound awareness marketing programs. Others are seizing the opportunity afforded by softer rates to buy stronger integrated campaigns which include a balanced mix of above the line components such as print ads, advertorials and targeted banner creative with direct contact strategies or lead development through content syndication, small personal events programs and virtual and web events.

While I fully understand the natural reaction within executives is to look at instant cost reduction (I am a CEO after all) I can only hope that marketing professionals in tech companies are not bowing to pressures and making decisions that will in the long term prove to be counter intuitive.

This is not the first recession we have seen and it’s won’t be the last. Ever noticed the pattern that those who emerge the strongest each time are the companies who didn’t disappear off the face of the planet and stop talking to their customers?

Posted by Dick Reed at 10:27 am | Leave a Comment | Share/Bookmark | No Comments

Thursday, November 29th, 2007

Recognizing great work

So like many I’m a sucker for a good campaign and as a professional of the industry (and frustrated creative director since here at Just Media we do, well, ‘just media’) I do recognize excellence when I see it.

Today I’m congratulating the folks behind the new Guinness campaign. I came across this as an in-banner video on the Newsnow football (soccer) feed. Obviously well targeted to male sports fans (high likelihood of drinking beer in pubs) it immediately caught my attention.

The ad shows a classic build on the old Domino tumbling game that most guys are sure to have played when they were kids (probably girls as well but I have not checked this fact). In this version the ‘domino’s’ consisted of books, cars, fridges, wardrobes and other assorted items. Apparently shooting this ad, which also featured as a TV spot was the most expensive in Guinness history.

Once I clicked on the ad it took me to a game where I was offered the chance to win a sold gold domino if I solved 11 clues. OK so I’ve only had time to solve four so far but I’m already hooked.

Here’s the really clever stuff. These clues include a search feature which drives you to Google results. The agency has bought keyword ads which are the path to the results. In one case it links to You Tube where the clue is hidden in another video.

It’s rare to find a creative so well leveraged across different media types, much less for the team behind the game to spend the time to build out a complex solution encompassing the latest web technologies both in terms of ad creative, and integration into the campaign. The landing page also features great flash creative work.

In a word this brilliant campaign shows just how sophisticated marketing programs are now becoming and also show why both media and creative agencies are working harder now than ever before to create truly unique and multi layered programs.

Hats off to the media and creative teams working on Guinness. I for one salute your endeavours…

Oh by the way did I mention the viral aspect of this ?????

Posted by Dick Reed at 9:51 pm | Leave a Comment | Share/Bookmark | No Comments