STREAMER WANNA BEs: You remember the old saying from The Godfather, to keep your friends close and your enemies closer? Well keep this in mind as you delve into terrestrial radio’s “what if” world of streaming strategy. I find it amusing that all of these radio execs are full of ideas on how to measure and monetize streaming (a market Pandora single-handedly created), when just 4-5 years ago these same guys were in denial that streaming was even real radio. Now the AM/FMers have come full circle with a flurry of thoughts about ratings geo-fencing, ad insertion, user registration, and dedicated streaming sales staffs. If I commented on everything listed in this Inside Radio article you’d be reading all morning. So let’s just leave it at this – print a copy of this article, save it in a folder, and then reread it a year from today. I’ll bet you a dollar that than 10% of the ideas being thrown around will actually be in motion by then. “You’re weak, Fredo.” (link)
NATIVE BLACK OPS: I rarely, if ever, cover a book review in this blog. But I found the NYT review of the book “Black Ops” by Mara Einstein a fascinating dissection of the state of native advertising. Is Red Bull’s sponsorship of extreme stunt sports an advanced form of experiential advertising? . . . of course. Is the fact that Jimmy Fallen only makes jokes about the one NFL game NBC carries each week a form of product placement? . . . hell yes! In fact, the line between actual content and advertising is more thinly blurred today than at any time in the history of marketing. Which is exactly why engagement-based advertising has become such a powerful ad platform, and why total ad blocking will never be realized at the individual consumer level. Even if you don’t read the whole book, this review is worth five minutes of your time. (link)
THE RISE OF PMPs: And finally today, I need to hand it to Pandora’s Jeremy Randol. Back in August’15 he predicted that programmatic buying would begin shifting from RTB (open exchanges) to PMPs (direct deals between premium publishers and advertisers). Based on this forecast publishers would need to staff up on programmatic specialists to set up and run direct Deal IDs, which is exactly what Pandora did. A little over a year later the marketplace seems to be moving towards this position, as noted by Zenith’s forecast in the following AdExchanger article. You can easily see the evolution sequence – exchanges were first in as aggregators of remnant inventory which could be moved efficiently via machine. Then publishers and clients realized a more important benefit to programmatic in the ability to buy advanced audience segments at scale by working together to match data. Hence the PMPs overtake RTB in the end. Should be interesting to watch this play out over the next year or two. (link)
Have a great Tuesday guys!
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