In a Loud World, Be Bold or Be Lost, from Deloitte Digital | Adweek

October 25, 2016 ~ knjohn ~ Leave a comment

It has never been harder for advertisers to keep someone’s attention.

It used to be that all we needed to worry about was a viewer getting up from the boobtube to go to the bathroom or grab a drink. But today’s brands compete against devices that contain a bottomless well of content from around the world. Even the slightest unwanted interruption can encourage them to look away from what we’re saying and toward Facebook. Or Twitter. Or Instagram. Or Snapchat. Or Jyk.

Okay, that last one doesn’t exist, but you freaked out for a second that you hadn’t heard about it, didn’t you? That’s the kind of world we’re living in.

What Advertisers Are Getting Wrong About Programmatic | Adweek

October 7, 2015 ~ knjohn ~ Leave a comment

Specs

Current gig Vp of strategy at TubeMogul

Previous gig Head of technology at Ikon Communications

Age 35

Adweek: Describe your role as vp of strategy

Phil Cowlishaw: It’s a little bit like Navy SEALs. I take a high view of our most important strategic accounts and then deep dive into them to get a deep understanding of exactly what business drivers will make a difference for them and then how TubeMogul, the platform, can deliver this. My job is to lead a team that helps these accounts, to truly align their business models with our software features. At the end of the day, it’s ultimately helping them get the most value out of our platform. It’s really about how they can pull the triggers inside of our platform to shift more product or brand awareness.

What clients have you been working with?

L’Oréal USA, Jose Cuervo, Mondelez, Allstate, Heineken, Quiznos, Hotels.com and Lenovo.

What trends do you see emerging in digital advertising?

There’s an increased interest in this space on the brand side. We’re seeing brands trying to understand exactly what programmatic is and how it could potentially help their business. We’re seeing a significant shift into the programmatic space and a drive and adoption by big brand advertisers and their agencies to try and understand the power of programmatic, especially in online video, and how it can drive business results.

Google Tightens How Advertisers Buy YouTube Ads | Adweek

August 7, 2015 ~ knjohn ~ Leave a comment

Google wants more control over how advertisers buy YouTube ads.

On Thursday, the search giant revealed that it will cut off ad buying through DoubleClick Ad Exchange (or AdX), its programmatic network, by the end of the year.

Instead, advertisers will need to go through Google’s AdWords or DoubleClick Bid Manager, the company’s other two pieces of software that marketers use to buy search and skippable TrueView promos.

The move shows how Google wants a tighter grasp on its ad business. DoubleClick Ad Exchange works with third-party ad tech firms to help brands manage their campaigns and gain access to extra data that Google itself doesn’t provide advertisers. In those cases, the Mountain View, Calif., company doesn’t have as much control over its ad network as it may want. By contrast, AdWords and DoubleClick Bid Manager campaigns are handled by Google reps

Thanks to Google, TV Ads Are About to Start Watching You | WIRED

March 25, 2015 ~ knjohn ~ Leave a comment

GOOGLE IS ABOUT to make ads on television work just like ads on the web. Through Google, advertisers will know how many times their ads were viewed. They’ll be able to target audiences based on location and viewing history. In other words, TV advertisers will have access to the same audience intel online advertisers take for granted.

Finally, after all this time, your TV is going to know as much about you as your web browser.