Story 1: A sports blog breaks an incredible story about a star college football linebacker and a not-dead-but-was-thought-to-dead girlfriend. Over a million users flock to the story. Story 2: A struggling cable network scores a confessional interview with a national icon admitting to all sorts of sin. It is streamed to millions.
The common thread to the stories of Manti Te’o and Lance Armstrong is that neither Gawker Media nor OWN made as much as they could off their big moments because they mismanaged their ad sales. Both publications, in essence, lost out because they bet on the speed of humans over the speed of computers.
Deadspin, which broke the incredible story of Te’o and his imaginary girlfriend, was left with its usual slate of advertisers. There was simply no way the advertising demand that its sales force could create could match up with the demand from the flood of attention to the story. By the same token, Oprah Winfrey had the interview of the lifetime with Lance Armstrong. She sensibly streamed the show on Oprah.com, only it didn’t come with any commercials. Apparently the network couldn’t get together deals in time with its partners.
Both these instances show why programmatic ad buying has such a growth trajectory. The reason is simple: both instances make no sense. There is far more demand for the attention generated by the Te’o story and the Armstrong story than can be satisfied with a human-to-human process. The idea that humans should handle this via phone calls and faxes is madness. Sales forces have a role to play, a critical one at that, but it’s not in these sort of instances. They’re best left to crafting long-term partnerships with brands.
Publishers with spikes in traffic, which is pretty much everybody, will inevitably turn to computer systems to match that supply with demand. It’s madness to rely on humans instead. Isn’t this what exchanges were made for?
“That is a major limit to only using direct sold,” Triggit CEO Zach Coellius emailed me about Deadspin. “You can never match supply with demand. Impossibly dumb to only do that “
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?