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2014 Programmatic Trends: Are they really accurate?

Just because someone says it’s a trend doesn’t mean it is.

by Chris Patheiger, VP Marketing & Communications

It’s almost September, which means that everyone’s starting to think about fall marketing strategies.  So it wasn’t surprising that, this week, many of the conversations around the office had to do with ‘trends’ in digital marketing.  We don’t always agree, of course, which is what keeps it interesting.

Following one of these conversations, I came across this April infographic from Wolfgang Jaegel. I liked it because it offers some unusual predicted trends for 2014 – you don’t hear enough about ‘flow advertising‘ yet, and you probably should know more about it – but now that we’re two-thirds of the way through the year, are these trends actually playing out?

Let’s take a look.

2014 programmatic trends

 

TREND 1:  Mobile growth

Probably correct, though the $14.5 billion figure is still up for grabs – almost everyone is recalculating programmatic/RTB numbers from week to week.  I’m not certain about the ’50% of internet users will carry tablets’ factoid, since every forecast I’ve seen lately says that tablet sales are slowing because the average person finds that a combination of smartphone + laptop delivers just about everything they need.

TREND 2:  Emergence of flow advertising

Certainly more marketers are incorporating this into their programs, but in our experience, it requires the kind of partnership between creative and data that just isn’t optimal yet.  I expect this to really hit its stride in late 2015, maybe 2016.

TREND 3:  Native advertising won’t scale

Native advertising is growing fast, as consumers are more accepting of it (of course, consumers have always ‘accepted’ it – they just haven’t always known they were accepting it).  So in that sense, native advertising is definitely ‘scaling’.  But can you syndicate/automate native content across multiple platforms and still reap the benefits of native?  Probably – it’s just a matter of the right technology and suitable context.

TREND 4:  Good news for mobile advertising

The good news for mobile advertising in Canada is that there is currently lots of inventory.  The bad news, however, is that despite all the predictions of exponential programmatic mobile growth in 2014, it just hasn’t happened yet.  Why?  It’s hard to tell (and this subject occasioned several lively conversations around the office this week):  It could be that publishers haven’t yet suitably optimized their mobile sites; it could be that media strategists haven’t yet seen the possibilities for mobile across all target markets; it could be that there are too few specialized mobile programmatic media buyers.  Whatever the reason, mobile programmatic hasn’t yet achieved the potential everyone predicted, and it may be well into 2015 before it does.

TREND 5:  Marketing silos gone

Ah, if only this were true!  Yes, many agencies are doing a better job of integrating marketing channels, but the truth is that there is just so much to know these days that it’s getting increasingly difficult for even really senior, really seasoned marketers to be able to keep up with trends and best practices across digital advertising, traditional advertising, content marketing, PR and all the other zillion ways to connect with consumers.  At the same time, success in newer disciplines like programmatic and search requires practitioners to become hard-core specialists.  How this will play out in the next few years will be interesting to watch – but I’m pretty sure the notion of ‘marketing silos gone’ is more a dream than imminent reality.

Maybe that’s the mark of a great infographic – it’s one that gets the audience thinking!

 

Join the CPM #ProgrammaticIQ tweetchat, July 29th

Discussing ad fraud, viewability, and new industry standards

Our sister company, Canadian Programmatic Marketplace, is hosting the latest in their #ProgrammaticIQ series of tweetchats on Tuesday, July 29th from 9:30-10:30pm.

Join Brock Bradley and other senior members of the Redux and CPM teams to ask questions, offer insight, and share knowledge in what’s sure to be a lively discussion about one of the hottest topics in ad tech today.

tweetchat with Canadian Programmatic Marketplace, Brock Bradley and Sarah Welstead

 

 

We look forward to hearing from you!

 

TC Media signs digital advertising agreement with Télé-Québec

Partnering with Redux Media to monetize unsold advertising inventory

 

tele-quebec TC Media Redux Media

MONTREAL, May 27, 2014 – TC Media is pleased to announce that it is further developing its digital network and has been asked to represent the website telequebec.tv. Télé-Québec’s website, which includes a high traffic video section with more than 1,500,000 video connections per month, receives an average of 562,000 unique visitors and six million page views each month. The agreement provides for exclusive Canada-wide representation for telequebec.tv, including sites that are very popular with the general public, such as cooking shows, which are much enjoyed for their excellent content and simple and easy tree structures. Furthermore, Redux Media, as TC Media subsidiary in Web representation, has also been contracted to monetize the unsold advertising inventory of Télé-Québec websites.

“TC Media is very pleased to add Télé-Québec to its portfolio and to be able to offer such an impressive inventory, especially in the food category,” said Patrick Lauzon, Senior Vice President, Interactive Marketing Solutions, TC Media. “This new agreement with telequebec.tv complements our existing portfolio, which offers agencies and advertisers targeted access to the 10.5 million Canadians we reach every month.”

“We wanted to work with a partner who has an excellent website portfolio and a high-quality advertising inventory. TC Media can count on the strong advertising network of Redux Media, which will give us good visibility at the national level,” said Marie-Pier Mailhot, Sales, Creative and Marketing Director for Télé-Québec

TC Media is a leader in the cooking category in Québec. Its portfolio includes recettes.qc.ca, which is top-ranked in its category according to comScore, representation of Metro.ca, and many websites with a food and cooking component, such as coupdepouce.com. The telequebec.tv audience is much prized, as it consists mainly of adults age 25-54 with higher levels of education, as well as the very engaged community for cooking shows such as À la Di Stasio (aladistasio.telequebec.tv) which draw in new viewers every month.

About TéléQuébec.tv
Télé-Québec is Québec’s public television station with an educational and cultural mission. It offers unique programming designed to develop a desire for learning, foster the acquisition of knowledge, encourage reflection, promote arts and culture and reflect the regional realities and diversities of Québec society. In addition to its headquarters in Montreal, the Corporation has 10 regional offices. www.telequebec.tv

About TC Media
Canada’s leading provider of media and marketing activation solutions, employing over 3,500 people, TC Media reaches 24 million consumers in Canada through its integrated multiplatform offering that includes print and digital media, the production of magazines, newspapers, books and custom content, mass and personalized marketing, interactive and mobile applications, and door-to-door distribution.

TC Media is a division of Transcontinental Inc. (TSX: TCL.A, TCL.B, TCL.PR.D), which has over 9,000 employees in Canada and the United States, and revenues of C$2.1 billion in 2013. Website www.tc.tc.

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For more information or interview requests:

Media
Patricia Robichaud
Senior Advisor, Communications
TC Media
Telephone: 514-392-2010
patricia.robichaud@tc.tc

Catherine Leboeuf
Media Relations
Télé-Québec
Telephone: 514-521-2424
cleboeuf@telequebec.tv

Redux Media announces exclusive Canadian partnership with HockeyBuzz

FOR IMMEDIATE RELEASE

Montreal, Quebec (Sept 10, 2013)—Redux Media Inc., a TC Media company, today announced a new exclusive partnership to represent HockeyBuzz.com‘s Canadian advertising inventory.  HockeyBuzz is the largest independently owned hockey site outside of NHL.com.  Redux Media will exclusively handle all Canadian premium advertising sales and real-time bidding for the website in the Canadian market.  Redux Media, an RTB and SSP service provider, focuses on direct and real-time media sales and revenue optimization strategies for websites in the US and Canadian markets. Redux Media currently reaches over 76.1 million unique visitors in North America each month (source: comScore Media Metrix US & Canada – July 2013).

“We’ are very excited to work with one of the most pre-eminent digital hockey publications online today.  HockeyBuzz not only brings a wealth of in-depth hockey-centric analysis and content, but also a very devout and loyal audience, whose interest and knowledge of the sport is unparalleled” said Brock Bradley, Vice President of Business Development at Redux Media.  ”Redux Media will be working closely with the site’s US-Based media sales team to deliver digital advertising solutions across the site including everything from dominations, product integrations, sponsored content, traditional display advertising, video pre-roll and of course real-time bidding.”

“Redux and TC Media have strong relationships in the Canadian digital marketplace that are integral in our ability to reach Canadian hockey enthusiasts” added Mark Wolfson, CMO at HockeyBuzz.com. “The experience and capabilities of a team like Redux Media’s are advantageous in increasing our RTB footprint and in creating compelling custom campaigns for our Canadian advertisers.”

HockeyBuzz.com attracts over 43,000 Canadian visitors on a daily basis with over 7 million monthly page views and compliments Redux Media’s premium portfolio of RTB enabled sports sites.  The partnership also enables Redux Media to offer its advertisers comprehensive and unique digital and mobile solutions with an increasing range of fully integrated options.  HockeyBuzz.com‘s reach extends beyond general sports enthusiasts to include key demographics that are highly sought after by advertisers across many industries.  In total, HockeyBuzz.com reaches over 187,000 Canadian hockey fanatics each month (source: comScore Media Metrix June 2013)

 

About Eklund’s Hockey, LLC
Eklunds Hockey, LLC launched its URL HockeyBuzz.com on Sept. 15, 2005 and enters its 9th season as the ‘go to’ brand for up to the minute Hockey news. Over 40 writers contribute original Hockey content for the most ardent and casual fan alike.

 

About Redux Media
Redux Media Inc., a TC Media company (TC Transcontinental Inc. TSX: TCL.A, TCL.B, TCL.PR.D), is one of the fastest growing, brand-safe real-time bidding (RTB) and SSP service providers in North America.  Since its inception in 2005, Redux has been focused on converting and optimizing mass volumes of online display media into custom-targeted advertising solutions.  Redux’s bespoke SSP services leverage cutting-edge, real-time bidding technologies and the Redux Ad Management Platform (RAMP) to help publishers maximizes the value of each impression from exchange buys to national direct advertiser sales. For more information on Redux Media, please visit www.ReduxMedia.com.

 

For more information or interview requests:

 

Redux Media Inc.

Chris Patheiger
Vice President of Marketing & Communications
Redux Media Inc.
Phone: 416 917-5925
chris@reduxmedia.com

 

 

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Redux Media signed to exclusively represent SpinMedia in Canada

FOR IMMEDIATE RELEASE

Montreal, Quebec (June 4, 2013)— Redux Media Inc., a TC Media company, today announced it will exclusively represent all Canadian online direct sales and real-time bidding for SpinMedia, the world’s largest collective of pop culture and music digital brands.  Redux Media, an RTB and SSP service provider, focuses on direct and real-time media sales and revenue optimization strategies for websites in the US and Canadian markets.  Redux Media currently delivers over 14 billion ad impressions to over 68 million unique visitors in North America each month (source: comScore Media Metrix US & Canada – April 2013).

SpinMedia publishes more than 46 leading brands including SPIN, VIBE, Celebuzz, Buzznet, Idolator, and The Frisky. Through two divisions—encompassing SpinMedia Music and SpinMedia Entertainment—SpinMedia produces 1,000 pieces of original content every day and connects 40 million obsessive millennials, making SpinMedia a top 40 publisher.

SpinMedia recently acquired Vibe, the leading youth-oriented music brand, providing entertainment and lifestyle content to culturally diverse music fans around the world. The acquisition reinforces SpinMedia as an industry leading digital-first media company, boasting the strongest portfolio of trusted, best in class brands for obsessive consumers who can’t get enough of music and pop culture.

“SpinMedia is excited to sign this deal with Redux Media as our exclusive sales house in Canada,” said Ross Cimino, SVP, Strategic Sales and Operations at SpinMedia. “With their strong presence and solid relationships, we are confident that Redux Media is the best partner to help drive our business in Canada.  With the added support of Redux Media’s RTB platform, we feel confident that 100% of our inventory needs will be met.”

“We’re very pleased to be SpinMedia’s exclusive Canadian sales arm.  We were able to offer Spin a combination of RTB and direct sales representation in order to bring their product to the Canadian market while maximizing the value of each ad impression,” said Claude Dugas, President and CEO of Redux Media.  “There are many synergies between our organizations and we believe SpinMedia sites will be a great addition to our Canadian product offering.”

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We Are SpinMedia

SpinMedia is a team of obsessed cultural junkies creating the most influential and engaging editorial communities on the planet.  Each day we create more than 1,000 mouth-watering stories and videos, fueling 45 trusted editorial brands; connecting 40 million fans around the topics they love, making SpinMedia a top 40 publisher.  SpinMedia reaches socially connected millennial influencers, who indulge their passion for pop culture through the brands they buy. Through category-leading titles such as SPIN, VIBE, Celebuzz, Buzznet, The Frisky, Idolator, Stereogum, Videogum, Hype Machine, The Superficial, WWTDD, XLR8R, PureVolume, Socialite Life, Gorilla vs. Bear, Concrete Loop, Go Fug Yourself, Absolute Punk, Pink is the New Blog and Brooklyn Vegan, among others, we dominate entertainment and music news.  Our social content platform delivers an unforgettable experience for our fans to consume anywhere, anytime with a richness and depth no one else can match.  We excel in providing brands with an authentic and credible way to connect with fans by feeding their pop culture obsessions. We are SpinMedia. We are #obsessed.

 

About Redux Media

Redux Media Inc., a TC Media company (TC Transcontinental Inc. TSX: TCL.A, TCL.B, TCL.PR.D), is one of the fastest growing, brand-safe real-time bidding (RTB) and SSP service providers in North America.  Since its inception in 2005, Redux has been focused on converting and optimizing mass volumes of online display media into custom-targeted advertising solutions.  Redux’s bespoke SSP services leverage cutting-edge, real-time bidding technologies and the Redux Ad Management Platform (RAMP) to help publishers maximizes the value of each impression from exchange buys to national direct advertiser sales.

 

To learn more, please contact:

Christopher Patheiger, Vice President of Marketing & Communications
Office: (416) 917-5925
Fax: (416) 352-7568
chris@reduxmedia.com

 

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