What I Saw Happen -- Q1 2018
Platforms -- the Facebook, Google and Amazon Triopoly
Facebook has peaked, we hit the tipping point hurting society, monopoly -- see POV below
Facebook should do a better job monetizing App inventory for publishers
Amazon does the best job monetizing app inventory for publishers
Snap made more revenue in Q4 by increasing ads 4X YoY
Snap lost a key product person and Twitter lost COO -- not good for the second tier platforms
Oath will never take on Google, Facebook and Amazon for advertising $'s, sorry
Marketing – the move to Multi-touch attribution
MTA, DDA -- multi touch attribution and data drive attribution are so critical for all marketers
Marketers need to build top and bottom of funnel to survive long term
For Display I may just buy retargeting and not prospecting just move all prospecting to Facebook
How do I really measure video ad performance? What is the KPI for video?
Some CPG companies like Neutrogena are starting to sell directly to the consumer alleviating the middle-man -- Amazon, Walmart, Target, Walgreens, etc..
Marketing in your sales organization is your top selling sales person, if done right
Would Android and Apple ever not allow the FB app in their respective ecosystem because it does not adhere the strict enough privacy policies? Just asking.
Agencies & Consulting Houses -- yes, I am combing them
Publishers should spend more time with consulting houses -- seeing how they operate and how they are helping marketers
WPP stock down, again, now at 2013 levels
Agency traders are typically buying the cheapest media possible at the highest margins sometimes neglecting the needs and wants of the advertiser
Agencies still take the easiest way to run impressions and generate high margins -- even as marketers bring more buying in-house
Publishers – trying to figure out GDPR & new streams of revenue
Again, need to go beyond ad sales
I still love PODCASTS, best stuff out there by FAR -- after a good podcast I walk away learning something
Publishers need to eat their own dog food -- that is work on affiliate deals and learn what it takes to sell products online
Publishers are not good at being creative agencies, they need to work together more often to figure out this new branded content business
Captain obvious here, but front door traffic for publishers will always win in the long run
A standardized publisher taxonomy may need to be important again, especially in light of GDPR
SEO is popular again for publishers and Audio SEO is coming next
Publishers who still have a strong Direct sale business need to do a better job of matching the advertisers KPI to ad products of the publisher
Every publisher needs to hire more analysts, many more analysts
Ad Tech – also trying to figure out GDPR
Still waiting for the consolidation to happen, will the fallout of GDPR will make this consolidation happen faster
Are we all now at a 1st price auction for everyone but ADX?
I still love the identity consortium -- though they should use phone numbers as the link
Blockchain may impact Nielsen first – decentralized database of TV viewing habits
In a down market do companies stop payment of IAB etc. Does the IAB really do anything meaningful these days?
I love the Brave Browser and what it could mean for the industry
A pov on Facebook -- wrote this in mid-January
Facebook is not good for the world. Facebook is too addictive with too many bad things happening on the platform. Russia, the election, fake news, etc.
We need to make Facebook better for the world by decreasing the power of the company. Facebook is hurting society.
Facebook should not wait till it gets worse or the government comes in and acts.
Stock would go from $150 to $90 overnight, then rebound over time. Plus expenses would probably double bringing margins down substantially to more reasonable levels.
The world would benefit from this in the long run.
Here are some suggestions.
verify all 6 million+ advertisers -- make them show up in person to sign up to advertiser on the platform
use phone numbers as a verification tool not email address which are a dime a dozen
review all ads for all 6 million+ advertisers always -- make advertiser pay to be in the front of the queue if they want
limit the amount of data that FB 6 million+ advertisers can use; right now it is just too good and too granular and therefore too potentially dangerous
limit usage to 2 hours per day per person on weekdays and 3 hours per person on weekends, especially if you are under 18
allow the user to adjust the newsfeed algorithm person by person as they want it; go from centralized to decentralized
allow a subscription of $4.99 per month that will have no ads and not allow FB to use my data
admit the platform is additive, use TV advertising and show ways to curb usage
voluntarily divest of Instagram and WhatsApp and promise no more acquisitions over the next 5 years
hire an internal team of 100 people who kick the tires every day looking to exploit the platform
15 ideas/jobs for the future that are closely related to ad tech -- if you are trying to get out of ad tech, go to one of these
Blockchain -- Po.et as an example, replace Nielsen, decentralized database, is Blockchain real and can you make a business out of it long term
Podcasts -- Anything podcast related – ad insertion in particular, love the Pandora acquisition of AdsWizz
DTC -- Any Direct to Consumer (DTC) business, razors, mattresses, video like Netflix or Hulu, food, etc. and the lifetime value of the customers for these companies
Data warehousing or visualization – Domo, Looker, Tableau, GoodData, Qlik, Business Objects, etc.
SEO -- Never going away still very relevant
Voice engine search optimization -- will be important call it VSEO
Multi-touch attribution – Neustar and GA360 , this critical for marketers, as last click overstates many marketing channels
Voice device monetization – Siri, Alexa and Google – though how do advertisers use this new channel?
Outsourced engineering resources – we all need more programmers, not touching the core product by tangential pieces of the business
Benchmarking -- Across ad sales and other aspects of the business – how do I know if I am doing well?
Triopoly -- Work for Facebook or Google or Amazon , especially Google these days :-)
Consulting Houses -- Work for a top consulting house specializing in Tech, Adverting, Marketing, Systems, etc.
Agency -- Work for an agency and help them survive, they need smart people more than ever
Salesforce – Become an expert, never going every company will always need sales teams
TV – Not going away for the big guys – CBS, NBC, Disney, Turner, Scripps, etc.