tickling your tentacles: on Wednesdays, we wear pink
Welcome to Ovative’s marketing/tech news digest – where we hope to keep you up to date on all things new and exciting within Marketing, Measurement and Technology.
Always informative, sometimes entertaining. Enjoy.
Fodder for the water cooler: Missing Rey? Don’t worry, she’s coming back to the big screen along with Luke Skywalker, Kylo Ren, Poe Dameron and a crushed Darth Vader mask … didn’t see the trailer? Catch it here.
Oracle Acquires Ad Measurement Company Moat | TechCrunch & WSJ | April 18, 2017
Quick pitch: Big things happening at Oracle, and no, we’re not talking Sailing, we’re talking about Moat
Now I want the details: Moat and Oracle now sit at the same table and Moat just got the memo that “on Wednesdays, we wear pink.” Moat which was founded in 2010, helps advertisers and publishers measure if people are actually seeing / interacting with online adds. Big deal since things like viewability, fraud and trust issues are front of mind for advertisers. Like a great luxury purse collection, this isn’t the first digital advertising and marketing acquisition for Oracle. They’ve previously acquired Vitrue, BlueKai and DataLogix. #fierce
What we’re thinking: Oracle, Salesforce, Adobe … lots of companies are continuing to push into the marketing technology space while demand for measurement transparency is ever increasing amongst advertisers. Sometimes, acquisitions can be great. Access to more capital and support from a larger firm can do good things, but other times can crush innovation. What happens to Moat remains to be seen, but we’ll keep you posted on what’s happening in the marketplace.
Google Brings Traditional TV Inventory to DBM | The Drum | April 24, 2017
Quick pitch: Wait, Google is bringing the management and measurement of TV inventory into DBM? Aca-believe it.
Now I want the details: Like when Starbucks started selling wine, Google is adding something a little unexpected to Doubleclick Bid Manager: the ability to buy ad spots on addressable national and local TV through its inventory partnerships.
What we’re thinking: Google has been leveraging the power of video for over a decade, mostly using a little website you may have heard of called YouTube. By relaunching TV inventory access (yes relaunch, Google previously offered limited TV inventory through Adwords), Google is signifying (and we agree) that it’s time to be serious about bringing a more unified view of media to the mainstream. This will make it possible to manage audience targeting and reach across channels and make cross-channel decisions based on real time results. Of course, Google is not the first player to offer TV programmatically alongside digital, but it is certainly the biggest.
Ad Industry Powers Consider Adopting Ad Blocking on a Wide Scale| AdvertisingAge | March 20, 2017
Quick pitch: More speculation than a cover of US Weekly, ad blocking might become more wide-scale, says a source close to the matter. No one could be reached for comment.
Now I want the details: Allegedly, some big wigs in digital advertising are mapping out a strategy to end ads that are “the worst” from a customer perspective. Some of the big guns named? Google and Facebook, who get significant portions of their revenue from ads. End goal would be a technology that would remove ads that undercut the consumer internet experience and elevate premium publishers.
What we’re thinking: Sing it Adele! “Rumor has it,” that ad-supported publishers have the most to lose (except Google and Facebook, duh) and while advertisers won’t pay for ads that weren’t served, they will lose out on reach potential at the trade-off for better customer experience. We’re a little concerned that Google, who is a key player in advertising, would have so much power in this since they have so much to gain in the way of displaced ad budgets. But, on the flip side, perhaps drastic measures need to be taken to improve user experience online so that people stop installing ad blockers.
“What We’re Into!” A section where we tell you about what we’ve been reading, watching or listening to in the past few weeks. As always, let us know if you’ve been into the same thing!
What We’re Into: Any other Sci-Fi nerds in the house? (Please say yes, or we’re going to be so sad), we’re powering through Brandon Sanderson’s “Mistborn” series. Dystopian? Check. Female Heroine? Check. Making us stay up late reading? Double Check.
Ovative/group is a measurement and activation firm focused on activating enterprise value through marketing, measurement, and technology services. Through our 20+ related engagements over the past three years in this space, we’ve observed some common themes that, when considered, greatly increase the probability of building solutions that lead to lasting capabilities rather than shiny pennies few are willing to adopt.
Our clients span multiple industries, including retail, healthcare, education, CPG, and hospitality; for companies with sales that range from $250M to $100B. We engage with our clients both as advisors and as outsourced service providers; as a neutral measurement partner or as an end-to-end measurement and activation solution provider.