omma rtb: brian danzis on balancing the video buying mix
SVP of North American Sales Brian Danzis took to the stage at OMMA RTB in New York today to relay Videology’s message that a holistic buying approach that encompasses all forms of programmatic buying, including both guaranteed and RTB, depending on the brand and campaign objectives, is the right approach.
Here were some key takeaways from Brian’s lunch & learn presentation:
On Videology’s approach in a multi-platform, multi-format video world:
“Everyone talks about how they optimize…but it’s about maximizing value for everyone in the ecosystem : for the viewer to get something that is more relevant to them; for the publisher to extract greatest yield for their placement; and for the advertiser to get exactly what they are looking for.”
On using RTB and Guaranteed:
“Having this universal approach gives us the scale, the frequency and the lower costs in working with real time bidding off of exchanges, but also the guarantee of fulfillment, consistency and smoothness, and that’s what TV buyers want.”
On having an RTB-only approach, as opposed to a holistic mix of RTB and Guaranteed:
“Do you really want to leave it up to bidding where you might be outbid by five cents so your campaign doesn’t run? Do you want to have six impressions one day, 100 the next day and a million the next day? Those are the challenges if you rely solely on exchanged-based, auction-based media. That’s why we think you need to have that mix. That’s what brand advertisers tell us.”