Scroll Me­dia


New Zealand Marketing - - Farmers Santa Parade - Jane Ormsby jane@scroll­me­

You have been in the dig­i­tal ad­ver­tis­ing in­dus­try since 2001, what changes have you seen and what’s your view on it to­day?

It seems we have come a long way from fax­ing or­der forms across town and fixed weekly rates, so any au­to­ma­tion is a good thing. The tech­nol­ogy avail­able to mar­keters is fan­tas­tic. Data has mas­sively helped us find the right au­di­ences, how­ever, the scram­ble to get the cheap­est cost per thou­sand im­pres­sion has lead to low-qual­ity and am­bigu­ous in­ven­tory po­ten­tially get­ting a dis­pro­por­tion­ate share and caus­ing harm to brand safety. Smart mar­keters are us­ing pro­gram­matic to find their au­di­ences and choos­ing brand safe web­sites or co-ops to run on, so they know their ads are ap­pear­ing on con­tex­tu­ally rel­e­vant, safe en­vi­ron­ments. Know­ing the URL of the web­site brands run on seems rea­son­able in­stead of mask­ing sites, so learn­ings and op­ti­mi­sa­tions can then be made. Con­tex­tu­ally, some sites work bet­ter than oth­ers be­cause of the con­tent be­ing con­sumed. If a user is read­ing an ar­ti­cle about Ki­wisaver, you can be sat­is­fied they are re­search­ing Ki­wisaver providers, and are about to make an im­por­tant in­vest­ment de­ci­sion. Un­for­tu­nately, some de­mand side plat­forms may not pick up on this due to the al­go­rithms. That’s where machines still need hu­mans, to think strate­gi­cally about what’s con­tex­tu­ally rel­e­vant and what should be in­cluded in the plan. I think there is an over­re­liance on ma­chine learn­ing, and some­times com­mon sense pre­vails.

What do you see as biggest chal­lenges fac­ing pro­gram­matic ad­ver­tis­ing in the fu­ture?

Again, it goes back to ed­u­ca­tion and peo­ple. Mar­keters and agen­cies need to work to­gether to learn and up­skill them­selves in all that is in­volved with new and emerg­ing tech­nolo­gies. It's ever chang­ing and what might work one year, may not work the next. Un­der­stand­ing what’s out there, and test­ing and learn­ing is im­por­tant. A lot of work has been done in the trans­parency space. In fact, across the Ru­bi­con Project, the pro­gram­matic tech­nol­ogy that pow­ers Scroll Me­dia, 98 per­cent of pub­lish­ers have ads.txt in­cor­po­rated now world­wide. The in­dus­try has worked hard as a whole to pro­vide trans­par­ent URLS and brand safety mea­sures. Now our biggest chal­lenge is ed­u­ca­tion and find­ing the hu­man re­source to man­age the de­mands of pro­gram­matic. It’s a com­plex process that needs smart peo­ple to ex­e­cute it.

What should mar­keters do to chal­lenge their agen­cies?

As brand man­agers, you un­der­stand your prod­uct/ser­vice and au­di­ence bet­ter than any­one. Have a look at what web­sites or plat­forms your au­di­ence would res­onate with, and ask your agency if these sites can be in­cluded in the plan for prospect­ing or brand cam­paigns. It’s also wise to ask your agency if na­tive has been con­sid­ered as a strat­egy. Plat­forms like Out­brain are about dis­cov­er­ing con­tent and na­tive tech­nol­ogy can tar­get and find new au­di­ences ef­fi­ciently. It's risky to over rely on one chan­nel like search, keep a multi-chan­nel ap­proach. The other big thing we are see­ing is mo­bile-first lead cam­paigns. Make sure mo­bile has a spe­cific strat­egy to desk­top.

Where do you see the biggest growth with pro­gram­matic?

Now for starters, when we say pro­gram­matic, we are just talk­ing about au­to­ma­tion and ef­fi­cien­cies and the abil­ity to bid in real time with the ef­fi­cien­cies of data. As a whole, pro­gram­matic spend is up year-on-year. I see pro­gram­matic na­tive ad­ver­tis­ing grow­ing as con­sumers be­come more savvy with ad block­ers and also want to read more con­tent from brands they like. As we have seen over the years, video is rapidly grow­ing, and brands see real ben­e­fit from us­ing video to tell a story. Most of our 12 Scroll pub­lish­ers of­fer video, and we have part­nered with Spotx, a lead­ing global video plat­form, to of­fer more in­no­va­tive video ad for­mats, such as the Out­stream In Con­tent Units with Sticky Be­hav­iour. Pro­gram­matic video is a re­ally ex­cit­ing space with con­nected TV reach­ing new heights.

So what is Scroll Me­dia all about then?

Scroll of­fers pro­gram­matic ad­ver­tis­ing across 12 premium web­sites with a reach of over 1,000,000 New Zealand unique users a month across mo­bile, video and dis­play. Through the tech­nol­ogy of Ru­bi­con Project, we al­low ad­ver­tis­ers the abil­ity to tar­get spe­cific au­di­ences in real time. Our pub­lisher part­ners are mostly New Zealand-owned and op­er­ated, which not only sup­ports the New Zealand econ­omy, but also res­onates with the au­di­ences con­sum­ing these sites and po­ten­tially of­fers higher en­gage­ment. Scroll also rep­re­sents Out­brain in New Zealand, the largest con­tent dis­cov­ery plat­form. Say­ing we are busy is a bit of an un­der­state­ment.

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