Microsoft and Yahoo! Share Competing Yet Complementary Vision for Online Advertising Future: Jack Myers Live from the IAB Conference

Microsoft39s Brian McAndrews SVP Advertiser and Publisher Solutions Group unveiled an elaborate vision for an advertising ecosystem of the future at the IAB Annual Meeting Ecosystem 20 yesterday in Phoenix quotThere are only two players who have the financial resources to compete in the spacequot he said Google and DoubleClick if the deal closes and Microsoft in combination with its recent aQuantiveAvenue A acquisition Responding to a question about Microsoft39s proposed acquisition of Yahoo and concerns about a duopoly in the advertising systems market McAndrews commented quota duopoly is better than a monopolyamp8230 and Yahoo and Microsoft together get to best practices for the industry better faster and more economicallyquotThis is the first IAB Member Conference to include advertiser and agency executives in the audience the first outside of New York and the first under the direction of new IAB president Randall Rothenberg Originally planned for 200 attendees the event sold out at 400 people with a waiting listEarlier in the day Yahoo39s CEO Jerry Yang and COO Sue Decker shared their vision for the industry39s future and an ecosystem model that Decker suggested could quotrevolutionize the online advertising business in the same way the DVR impacted on the VCRquot Both McAndrews and Decker suggested a future ad sales model that would enable online publishers to not only quotdistribute advertising campaigns across your own site but to package sell and distribute advertising across other sites that deliver the same audiencequot Decker announced an initial relationship with a consortium of more than 600 newspaper publishers that will quotstreamline the ad buying process to enable buyers to focus on campaign optimization and testing We are working with advertisers publishers and agenciesquot Decker said quotto deliver a backbone for making life easier and enabling them to focus on creativity and reaching the right audiences getting to the next level of engagement with audiencesquot The ambition she added quotis to increase the yield for all publishers on the webquot by enabling them to sell Yahoo39s inventory and the relevant inventory of other publishers quotWe want to power the industry to create more valuable inventory and the newspaper consortium is our lighthouse clientquotMcAndrews offered an expanded vision arguing that only Google and Microsoft have the investment resources and scale required to build a comprehensive ad platform adding that the Yahoo acquisition would enable them to achieve the vision more quickly and effectively Microsoft Introduces Engagement MappingMcAndrews announced a new initiative he referred to as quotEngagement Mappingquot that essentially discards the current model that rewards quotthe last ad standingquot the ad impression delivered immediately before a transaction with full credit for that transaction quotThere is a lot more going onquot he said and Microsoft has entered into an agreement with several advertisers and agencies including Mindshare Interaction Sprint and GSDM Ideacity to quottest Engagement ROI attributes and give credit where it is deservedquot McAndrews who was CEO of aQuantive when it was acquired by Microsoft pointed to several campaign attributes such as frequency recency ad size and type of ad as factors that deserve varying degrees of credit when a consumer ultimately makes a transaction quotMultiple interactions are rewarded on a custom basisquot he explained quotAs we see more brand advertisers come online Engagement Mapping is a way to measure how often their consumers interact with advertising messages and the different ways they interactquotOnline Will Be the Biggest Medium by 2013Yahoo39s Decker commenting on the increasing integration of television and online media said quotin five years online video will make where we are today look like black and white TVquot Yang added quotthe industry is on the cusp of a huge amount of innovationquot He predicted in 2013 online will be the biggest medium in the US in ad revenuesWeathercom and Broadband Enterprises Receive Sales AwardsAlso at the IAB Conference Weathercom and Broadband Enterprises received the inaugural IAB Ad Sales Achievement Awards presented in collaboration with JackMyers Media Business Report and based on the JackMyers Annual Surveys of Advertising Executives on Online Sales Organization Performance Weathercom received the LongTerm Excellence Award and Broadband Enterprises received the Best Newcomer Award Accepting for Weathercom was Paul Iaffaldano EVP of The Weather Channel Media Solutions Group and for BBE was CEO Matt WasserlaufFriction Between Online Publishers and AgenciesChristopher Vollmer Leader US Media and Entertainment Group for Booz Allen Hamilton reported on the results of industry research that found 91 percent of ad supported online publishers say they provide agencylike services to marketers today and 63 percent say the development of agencylike services is causing friction with agencies The types of services being provided in response to marketers39 needs include consumer insights behavioral targeting brand strategy consumer marketing partnerships public relations and inhouse digital production Vollmer added quotthe inability to measure effectiveness is a barrier to marketers using more onlinequot Marketers he reported increasingly believe creative strategic and media buying capabilities should be rebundled and only 28 percent of marketers believe their organizations are digitally savvyThe IAB Conference continues with featured presentations by Johnson ampamp Johnson39s Kimberly Kadlec and Baby Center CEO Tina Sharkey Hulu founder and CEO Jason Kilar GroupM Interaction CEO Rob Norman and AOL CEO Randy FalcoOnly at JackMyerscom TV MavenquotBig Brother 9quot Going Too Far

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

Microsoft and Yahoo! Share Competing Yet Complementary Vision for Online Advertising Future: Jack Myers Live from the IAB Conference

Author

Publish date

Channel

Jack Myers

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

Microsoft and Yahoo! Share Competing Yet Complementary Vision for Online Advertising Future: Jack Myers Live from the IAB Conference

Enjoying This Commentary? There's More to Love

Jack Myers

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies