{"id":51,"date":"2015-06-09T20:53:52","date_gmt":"2015-06-09T20:53:52","guid":{"rendered":"http:\/\/blogs.law.harvard.edu\/llandrum\/?p=51"},"modified":"2015-06-09T20:53:52","modified_gmt":"2015-06-09T20:53:52","slug":"live-blog-of-the-ad-ops-nyc-conference","status":"publish","type":"post","link":"https:\/\/archive.blogs.harvard.edu\/llandrum\/2015\/06\/09\/live-blog-of-the-ad-ops-nyc-conference\/","title":{"rendered":"Live Blog of the AD Ops NYC Conference"},"content":{"rendered":"
Live Blog of today’s conference<\/div>\n
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if it wasn’t for ads we wouldn’t be able to make news happen<\/div>\n
we know we are covering news that people aren’t covering<\/div>\n
carrot creative and we grew to a 100 person<\/div>\n
more importantly our revenue is going to something that is kind of awesome<\/div>\n
being a digital a<\/div>\n
we are building out part of vice there are people in our office capturing the ukraine we have to make sure we are making this the best product we can because it needs to reach the most people as possible … 20 years I get it. we have a very unique opportunity. the ad technology out there. solutions that are smart and make sense.<\/div>\n
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aquired magazines. handful of films, fishings without nets. we have hbo. our programs are syndicated globally. if we were a digital company you have to take local markets and sell to local<\/div>\n
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having people all around the world, know the stories going on because they had to, makes a lot of sense because we know the stories and we know people can make the stories. make more interesting dcisions.<\/div>\n
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we made really god media.<\/div>\n
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we have to respect our audience while advertising to them<\/div>\n
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we take that very seriously, is this the right brand for us, and that is kind of an interesting dilemma and helps understand what that audience it. Adblockers and it is hard to educate the blociers. i don’t mind that people build them. we can’t just build a digital business based on publishing<\/div>\n
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the way we look at monetizing we didn’t just try to monetize all of our properties. let’s see whatever we can get. look if we don’t know who they are, we aren’t putting it on the site. we are trying to show people new shows we are trying to build new audiences. we want to help launch other channels. that was extremely valuable to us, we set a premium for what it costs to advertise with us.<\/div>\n
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people came back to read vice — not “maximizing our properties has increased our value but how long will that lst.<\/div>\n
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we have to<\/div>\n
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Changes in media buying<\/div>\n
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agencies have decided<\/div>\n
clients haven’t decided<\/div>\n
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in small stges, by the end of this year microsoft will be pouring their data surround to actual client dumps \u00a0do they buy technology, do they have their salesforce selling things? To unsold, do we provide managed service or Saas< they had \u00a0we don’t want to be in the managed service<\/div>\n
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they don’t have any of that headcount. my wife works at google. here is a link you figure it out. if we can find a way for someone else to do it themselves. there is an illusion of simplicity things are more complex than I’ve ever seen. You need more people and they are hard to find and hard to retain<\/div>\n
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i believe agencies have already decided. agencies are services business providing research analytics strategy planning, etc. you can look this is a new channel to understand. this chapter is different. its alway interesting to me as to why. why when programmatic was born why did everyones role flip.<\/div>\n
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you guys are going to be experts in this, right? it is only happening in stages (agencies being experts for clients)<\/div>\n
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What has to change: the old was around negotiation, now it is collaboration, now the technology is allowing us to buy just in time with the right price and the right person. you can actually see the ROI in much more real time. this idea that i have to negotiate hard and i can’t loose. the new model is all win partners. we are integrating each others technology. there really isn’t a dynamic that can accommodate winners and losers, we all have to collaborate. it throws the old tendencies and habits on their heads<\/div>\n
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what holds us back in getting from “left to right” is trust. not in that client<\/div>\n
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we are living in a collaborative economy<\/div>\n
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“an economic model where creation, ownership and access are shared between people and corporations.” we interact with each other by creating things.<\/div>\n
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LendingClub — who big one. the dynamic berween xyz is not immune to what is<\/div>\n
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Rachel Botsman, collaborative economy the currency of the collaborative economy is trust. and jeremiah was pointing out that it is like 100 years ago and we used to trust each other. we have kind of come back to our roots. it is projected to businesses and how they are going to participate<\/div>\n
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we need to consider what is fundamentally happened and help us realize how we are going to change. areas ripe for disruption. the collaborative economy is fueled by trust. are we prepared to act differently in this new dynamic.<\/div>\n
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the past is obdurate. It doesn’t want to change.<\/div>\n
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You are entering the year 1963. Beware. Your presence in the past may have an adverse effect the present. The future is pliable, amenable acquiescent<\/div>\n
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“we are what we believe we are” CS Lewis<\/div>\n
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stephen king 1963 variety hulu tv show check it out order the book<\/div>\n
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: our intuition tells us that technology social norms, movements and ideas just move forward through time as if forward profess is a river and those things are on a raft gliding through. we so associate the passage of time with progress that we use the term “the future” to refer to a better more advanced version of our present world.<\/div>\n
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in reality if a more advanced future does happen its because the future was willed into our lives by a few brave people. the present isn’t welcoming onf an advanced future because the present is run by a thick canopy made up of the ideas, norms and technologies of the past. there’ll be incremental tweaks and slight iterations on proven-to-work concepts, which may seem to us like moving to the future, but it’s really just a polishing up of the past. “What but Why how test will change the world”<\/div>\n
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now let’s get specific. here are the most fundamental things we need to do to change.<\/div>\n
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we cannot ask the same people to solve the problems they created. Hassan Babajane Where: Sr. Enterprise Sales at Adobe<\/div>\n
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Vivakey He went to P&G and sold them Moontoast,<\/div>\n
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We’ve got to infusse genes from each of our groups into our DNA<\/div>\n
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it’s always about execution<\/div>\n
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Cross pollination — agencies hire form Pubs, clients hire from both publishers hire from both.<\/div>\n
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its AOL and we have got to get to a different place and our clients need us too, this isn’t sort of make believe, this is the future. there will be more consolidation. big media\/tech you need to build out the tech side.<\/div>\n
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The future of media buying is about collaboration in the collaborative economy it always has been. hey you’re disclosing to me all of the terms we negotiated, I’m talking about couples therapy. in 2 years can we embark on something today that in two years will look like this? know what real change looks like and how it’s achieved. we’ve got to change this.<\/div>\n
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we have to do the difficult work right now and the last thing the pain of med<\/div>\n
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the pain of change is is greater than the pain of mediocrity<\/div>\n
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are the only one of the agency side that thinks this way<\/div>\n
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there are<\/div>\n
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you have to walk away from the watercolor and stick your nick out i’ve only been at smh for six months. \\\\<\/div>\n
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you could look at it as “we haven’t been getting good ideas” it is about I “need to consolidate” if you<\/div>\n
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I’ve gotten a front row seat. so in some cases agencies are seeing this as a chance to solve the problem.<\/div>\n
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a few questions: “the evolution of media buying is undecided” you’ve also made it clear that the past is obdurate so we can’t do anything about that, and the future wants to be changed and you showed us what things even need to be changed. you talk about agency changes that need to be made, what about publishers, how can we contribute to realizes this utopia you’ve described?<\/div>\n
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you need to be a steward of the whole offer<\/div>\n
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talent issue<\/div>\n
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dsp and dnp fate model buy techonology to get that in.<\/div>\n
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procurement on the marketing side has influence over what the agency gets to do. we are being squeezed with rents and pricing its hard to understand we need to invest<\/div>\n
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we want the to license and be good you want your team to make investments in technology say to your clients you should be banging down my door. all of these companies are doing it. takes confidence and oitns of views. this is how we see the future working<\/div>\n
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Native ads — Facebook, instagram twitter these assets are the future currency for how advertising is going to be purchased. — the rise of programmatic native, sponsored by triple life dan@triplelift.com<\/div>\n
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virality.<\/div>\n
Seth Rogin at Mashable what it is to predict vitality.<\/div>\n
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Chief Revenue Officer — chief sales guy he is 19 years old, “it started to take off”<\/div>\n
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site when it launched, rich imagery beautifully laid out. you’ve been using our vitality prediction tool. i’m someone non profit magazine vp of advertising mobile tablet for them. mission based media. one thing — sell something substantial. the social good work, but its also this work that i want to tell you about<\/div>\n
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if the goal is to take off in social, if you can attach yourself to something that we are forecasting to a network. WashableVelocity, thoughts this isn’t worth it.<\/div>\n
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media tech. what’s your media tech?<\/div>\n
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We can<\/div>\n
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social springboards. it’s to go to the actual sites where social media is taking off on its own. we absolutely track our own content. branded content. for clients. we called a client running a video campaign. exciting revenue stream. brands are now publishers. all the better for us to share our tools. we are the experts in story telling and trust.<\/div>\n
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if you’re not @TheSethRogin<\/div>\n
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In terms of building credibility, getting it right is first, getting it first is a very close second<\/div>\n
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:wait by why” read the blog<\/div>\n
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La Keisha Nicole Landrum<\/span><\/p>\n
Chief Operations Officer<\/span><\/div>\n
Sahara Reporters Media Inc.<\/span><\/div>\n
New York | New York<\/span><\/div>\n
SaharaReporters.com<\/a>
\n@SaharaReporters<\/a><\/span><\/div>\n
\"\"<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Live Blog of today’s conference if it wasn’t for ads we wouldn’t be able to make news happen we know we are covering news that people aren’t covering carrot creative and we grew to a 100 person more importantly our revenue is going to something that is kind of awesome being a digital a we […]<\/p>\n","protected":false},"author":2527,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-51","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/posts\/51","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/users\/2527"}],"replies":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/comments?post=51"}],"version-history":[{"count":1,"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/posts\/51\/revisions"}],"predecessor-version":[{"id":52,"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/posts\/51\/revisions\/52"}],"wp:attachment":[{"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/media?parent=51"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/categories?post=51"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/llandrum\/wp-json\/wp\/v2\/tags?post=51"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}