Not many were surprised to hear the news that Nielsen lost their accreditation with the MRC. Without getting into the details (you can find them here, and here, and here), the ripple effects of this action will be broad. Nielsen has long been a de facto standard, underpinning almost $180 million in linear ad transactionsRead More
Have you ever wanted to put the top national publishers in one room to hear what they have to say about media sales? To hear about their their successes, their wants and their concerns firsthand?
Operative’s Client Advisory Board is composed of major media conglomerates and top comScore publishers who are at the forefront of operational and strategic change. Twice a year, we bring them all together to discuss the current state of the ad industry, discover opportunities for innovation, and debate what new technologies will have the biggest impact on profitability.
Our most recent CAB, which was held at the Dream Hotel in New York, yielded great discussions about how publishers are evolving their business models to go beyond revenue generation and increase profits. We polled the attendees a few times throughout the day.
Here’s what we learned from media companies with national sales teams:
- 90% of respondents are using 3 ad servers or less per business
- 60% of respondents are only using 1 ad server
- All respondents currently earn less than 20% of revenue from programmatic
- 64% estimate that programmatic will account for 20% – 40% of revenue one year from now
- 100% feel at least some level of pressure from buyers to support billable viewable impressions
Everyone’s on the same train, adopting new technologies in response to executive and market pressure, but the question of which track the train will ultimately choose is left unanswered (for now). Our mission is to let publishers know that they’re the decision-makers. They need to know that they are in control of their own tech stack.
Publishers are concerned with the convergence of TV and video. Our clients are integrating video ad servers into their tech stacks, and selling packaged cross-media deals. When surveyed on the impact of this confluence, we learned:
- The majority of local companies believe a phased transition from GRP to single-currency systems is necessary.
- 80% of respondents estimate that more than half their transactions will consist of a single IO within the next 2-5 years. (None can currently claim this)
- The majority of local companies are currently seeing agency purchases for a single audience, regardless of screen.
To maximize the efficacy of the summits, our overall goal is to create a free and open line of communication. The Operative engineering team takes everything they hear back to the development table to incorporate into our product roadmap. Attendees are able to share best practices, gain insights from each other and go back to their executives with actionable ideas and strategies that will keep them on the cutting edge of advertising sales and operations.
Interested in attending our next summit?