So I was on my way back from speaking on the RTB video panel at OMMA Global, and got stuck with an overnight in NYC because American Airlines stopped flying direct. I mean, what’s up with American killing their non-stop, SF-Boston route? No longer flying direct to Boston because they got beat down by a couple of nimble upstarts who figured out that operational efficiencies, a better price point, and a superior product to boot create for a winning strategy? Who knows, that idea may even transcend the airline industry…
Back to OMMA. My apologies to folks who either like Taco Bell or run ad networks, or both. The truth is…I love Taco Bell. I love it for what it is. (No comment on ad networks). I am also thankfully armed with the knowledge of what goes into it, so I do my best not to eat it more than once a day. And this is exactly what real-time bidding (RTB) brings to online video – transparency and measurement.
Think about it this way. 100% beef would make lousy tacos. No beans, no cheese? Blah. It would also make for a lousy media plan. Why? Because the price-performance blend just isn’t there. There are smarter ways to eat, but I would also hate to be the guy eating a 5% beef taco. And this has been the industry’s dirty little secret for too long – some beef levels in network video would never meet FDA muster, not even for Winston.
It turns out that beef tastes better when it is what Stephen Colbert calls “beef adjacent.” Everyone knows that you cannot make a tasty chili without the beans, spices, jalapenos, and onions that are “adjacent” to the beef. Advertisers and marketers deserve to know what they are eating. Armed with transparency and measurement, they not only get to read the label, but can also choose the blend that makes sense for their performance objectives. That’s how it should be.
And, one more thought on OMMA – a misconception I want to clear up. A real-time bidding demand-side platform (DSP) does not equal targeting audience segments on exchange media. Targeting just describes a campaign type – not a company. Although, that’s where many of our competitors have built their businesses. If you are interested in kicking the cookie habit while achieving real scale, efficiency, and performance for your campaigns, you need a technology that can turn impression-level data into new audience reach and performance for your brand. Look to an advanced DSP like DataXu to help you make a great tasting taco, er, video campaign.