December 6-9, 2009  |  Scottsdale, Arizona
Published: December 17, 2009
Ad serving, simplified

Is technology helping us to embrace what's next or creating frustrating bottlenecks that lock us in the past? Take a look at a new ad management platform that can help you take control of a time-constrained world to deliver on the promises of tomorrow's media.

Is media technology really set for what's next, or does reality reveal we are locked in the past?

Digital marketers are constantly focusing on what's new in terms of tools, technologies, and strategies that will give them an edge when communicating with consumers. But in a presentation given at the iMedia Agency Summit in Scottsdale, Ariz., Eyeblaster's director of digital experience, Dean Donaldson, argued that remnants of marketing's past may be the biggest barriers to a more successful future.

As Donaldson sees it, technology is making our lives more difficult. Why? Because the ad management systems we are using today were built on decades-old technology that doesn't focus on a key agency goal: How do I get an ad to appear and then track it?

"User interface was the last concern when these systems were developed," said Donaldson, who recommends that marketers shift their thinking to focus on potential instead of imitations. "In our fast-paced world, we need to think that the world is the new digital environment, and figure out how we can use it to build brand moments," he said.

The consumer's growing, and shrinking, world
As digital permeates every channel and media connection point, we need to rethink the way the world understands media. And, according to Donaldson, this includes rethinking the way the marketing industry manages delivery of media messages in a fast-paced global marketplace.

"None of us have the time we need. Clients are looking for efficiencies, and agencies are burning out trying to look at the next big thing. In the meantime, the things the media world is passionate about are getting lost in the shuffle," Donaldson said. "We need to address this from a publisher level in America. We need to bring scale to the industry!"

As Donaldson sees it, the biggest difficulties are all being caused by one thing: a focus on the click. Yet, of all the actions we would like to take as informed consumers, the last one we consider anymore is to click on an ad.

The problems can thus be boiled down to the industry's inability to make changes quickly in response to this shifting consumer behavior. "We haven't got time to look at data or try new techniques. We cut corners and end up at the click because the technology is flawed. We try to get data from multiple systems to try to understand what is going on," Donaldson said.

So how can marketers move past click-stream data to help them share information with consumers, and better determine how those messages are resonating? Eyeblaster's answer is to insert personally relevant ads dynamically onto any device, using platforms that range from search to static banners to interactive full screen video in a browser, in-game, or on the web.

To this end, Donaldson unveiled his company's latest approach to achieving this goal: MediaMind.

MediaMind is a digital advertising platform offering agencies and advertisers actionable analytics, streamlined ad serving, and open workflow. According to the company, MediaMind is unlike older, more complicated ad serving systems, as it combines multiple tools that simplify the focus on the cross-channel consumer experience.

The digital medium is growing at a fantastic rate. But it's a rate that just wasn't anticipated in time to put solid standards and a strong infrastructure in place to manage the processes involved in creating, tracking, and optimizing multiple points of simultaneous brand communications. MediaMind's solution is to streamline the whole process of digital advertising. "Things are harder than they should be," Donaldson said. "So simplify."

Jodi Harris is senior editor at iMedia Connection. 

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