| IN THIS ISSUE: Event Recap OMMA Publish ad:tech SF Did You Know ValueClick Media Network Stats IAB Small Publisher Membership Meet the Team Andrea "Dre" Cravitz Manager, Strategic Media Development |
| Welcome to the July 2008 edition of The Pub, the official newsletter for ValueClick Media publishers. In this issue we'll recap a highly relevant panel discussion from OMMA Publish as well as a celebration at ad:tech SF, reveal some interesting stats from our network, share a message from the IAB, talk with two publishers in the network - Melissa Bonnick at Oberon Media and Kristin Gentile at The Grocery Game - and sit down with our Manager of Strategic Media Development. Enjoy! | ||
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| EVENT RECAP Matthew Boyd, SVP, ValueClick Media Reflects on OMMA Publish Panel Discussion After having received noticeable attention in the trades recently, the publisher-network relationship was a hot topic at OMMA Publish last month. In fact, the discussion was formalized by a power-packed panel that included publisher, network and agency executives. Our very own Matthew Boyd (third from right) was on that panel, and we pulled him aside to ask a few questions as he returned from OMMA Publish.  Based on the recent debate about the publisher-network relationship, what are some of the immediate thoughts that come to mind for you relative to that discussion? The first thing that comes to mind is the need to define what we're talking about. There are quite a few types of publishers and networks - each with their own unique characteristics. And you now have exchanges in the mix. Given the amount of players categorized as networks, some folks in the industry have made inaccurate assumptions when discussing the value "networks" provide their constituents, whether we're talking about publishers, advertisers or users. Take for example that exchanges are now mentioned in the same breath as networks, often without acknowledging that networks have been doing what exchanges make possible - and more - for years. Perhaps slightly less obvious are the important differences between arbitrage networks that simply buy, repackage and sell inventory and the true networks that partner with publishers in more meaningful ways to build long-term value for the publishers' inventory. Definitions are important on the publisher side as well; we are obviously all aware of the differences between publishers like ESPN and Forbes.com on one side and the niche sites that make up the highly valued long tail, but that understanding has to also be a part of any discussion about the publisher-network relationship. For publishers, what were the main takeaways from the OMMA Publish panel in your opinion? We all agreed on the fact that there is a lot of room in the marketplace for ad networks. Publishers of various sizes will continue to have options for monetizing their inventory. Advertising is a relationship-driven business and the networks that take a consultative approach with their publishing partners will continue to succeed in providing real and incremental value. We heard you used the expression "every impression is a pearl." What do you mean by that? Every impression is a pearl - you just have to know what to do with it. At the core of the network model is the belief that every impression has the opportunity to connect an advertiser with the right consumer. Publishers who work with large, service-oriented networks can benefit from the targeting and optimization capabilities as well as the expertise that help make that connection happen and prove that the impression their sites offer are in fact pearls. ValueClick Celebrates 10 Year Anniversary at ad:tech SF In addition to exhibiting front and center, ValueClick, Inc. commemorated its tenth anniversary during ad:tech San Francisco in mid-April, representing a decade of performance and leadership across all major channels of online marketing. Thanks to all the publishers who stopped by and met with the ValueClick Media team!
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DID YOU KNOW
IAB Small Publisher Membership |
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PUBLISHER SPOTLIGHT
 Here is what Melissa Bonnick at Oberon Media shared with us: Tell us about your site. Oberon Media is the world's leading multi-platform casual-games company, with expertise in the PC, Online, Mobile and Interactive TV categories. We own and operate the only casual games triple play solution currently available. We are the only truly white label casual games solution provider targeting mainstream audiences for the world's top global brands. With over 10MM uniques and a loyal user base we have industry leading expertise in building and monetizing casual gaming platforms and communities. How has ValueClick Media affected your business and/or business goals? ValueClick Media has proven themselves invaluable in terms of filling our remnant inventory and are always very open to running with us in various frequency caps to ensure that we monetize our inventory as best as possible. It is very easy to focus on selling when you do not have to spend too much time focusing on the state of your uncapped inventory. What account feature do you find the most valuable when viewing your ValueClick Media account? The breadth of detail within the ValueClick Media UI is miles ahead of any other ad network. There is not one feature that we can single out because there is so much to offer that we utilize. From the default reports to the home screen where all of our revenue data is readily available, we find the UI the best in the industry. What advice can you give other ValueClick Media publishers looking to maximize their ad revenue? Allow ValueClick Media to guide you in the process, they have a wealth of knowledge and can help you monetize your inventory in new ways. We have on numerous occasions bounced an idea off of them on how we are running with them and they have always been candid in their responses.  Here is what Kristin Gentile at The Grocery Game had to say: Tell us about your site. The Grocery Game is a website that can save you hundreds of dollars on grocery bill each month. When you play, you'll get a weekly list (called Teri's List) of the lowest-priced products at your supermarket matched with manufacturers' coupons and weekly specials - advertised and unadvertised. The Grocery Game does all the hard work and research, and presents it to you in a straightforward format. How has ValueClick Media affected your business and/or business goals? ValueClick Media provides our site with a variety of high quality ads that are relevant to our demographic, and the freedom to filter those ads at our discretion. ValueClick Media has helped our company optimize ad revenues while maintaining our image and values. Also, since ValueClick Media prioritizes the highest paid ads, we know we are always maximizing our earnings. What account feature do you find the most valuable when viewing your ValueClick Media account? The eCPM is a net value - exactly what we earn, so we do not have to perform any extra calculations to figure out how much we are getting paid from each campaign. What advice can you give other ValueClick Media publishers looking to maximize their ad revenue? If you are using floating defaults, make sure your eCPMs is not set too high; otherwise you could be losing revenues on lost impressions. Typically when floating default eCPMs are set too high the number of impressions that go to the defaults is greater and the overall revenues for that format decrease. Finding that perfect balance where eCPMs and fill are in line with one another is key to generating the most revenue out of the account. If you would like your site featured in our next newsletter, please contact publisher@valueclick.com. [ top ] |
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MEET THE TEAM
How long have you been with ValueClick Media and what is your current role like? I have been with ValueClick Media since 2005 in both advertiser and publisher specific roles including campaign management, strategic relationship management and media development/acquisitions. I'm currently tasked with vertical penetration in the growing sectors of automotive, health, technology and women's lifestyle. What are the main projects you are working on now in your new role? My primary and most exciting project since joining the Media Development team last December has been preparing for the launch of a new vertical network in the health and wellness category that we plan to announce later this summer. My job has been to focus on supply vs. demand. I listen to the needs of the advertisers, the publishers and the trends in the industry to forge alliances to grow overall revenue, performance and out-of-the-box opportunities. When working with publishers, how do you help them monetize their available inventory? I ask a lot of questions! Understanding the business model, goals and overall purpose of the site and its company helps me determine how ValueClick Media can provide the publisher with new revenue streams and implement solutions. Once we know the goals of the site - types of creatives and sponsorships they would like to run, etc - I head back to our sales team to "pitch" the demand. I also work closely with our experienced Media Development Representative team who monitor and actively manage accounts on an individual basis to continue to reach and exceed the publisher's overall eCPM and fill goals. I have found that it's important and extremely beneficial for publishers to know and feel that they have an entire team of experts working on their accounts. What's the most important advice you can give publishers relative to inventory monetization? It is important to answer fundamental questions when weighing monetization: First, what is the overall eCPM goal? And second, what is the revenue goal? Many publishers have high eCPM goals but miss out on very key campaigns at lower rates that drive high budgets, hence significant revenue to sites. It's not uncommon for an advertiser to pay different rates based on the product advertised and the targeting they have included. I urge publishers to cast a wide net and let as many campaigns into the mix as possible. Once the overall eCPM is determined, then optimization can cull out the campaigns that are not advantageous for the sites to run. Based on your unique and broad experience with the company, what differentiates ValueClick Media? Coming from the advertiser/sales side of ValueClick Media, I understand what advertisers are looking for and why they choose to work with ValueClick Media. Our penetration and long standing relationships in the market help us bring premium branded advertisers into the campaign mix with proven ROI and in turn we are driving this revenue directly to the publisher. In addition, our ever evolving technology in behavioral targeting, ad serving, optimization and video continues to provide unparalleled performance. We have a great team dedicated to supporting advertisers and publishers alike while constantly analyzing the market, seeking out and implementing new solutions. At the core of ValueClick Media you will find a dynamic team of experts that are passionate, dedicated, stand 100% behind the products and love what they do! [ top ] |
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| Publishers can contact ValueClick Media display advertising publisher services regarding any general questions pertaining to your account by e-mailing support@valueclick.com. Please note that every effort is made to respond to e-mails within two business days. For more information, please visit www.valueclickmedia.com. |
| Publisher Spotlight: In this issue we speak with Oberon Media and The Grocery Game. Read More. |
| Upcoming Events: Our Media Development team will be at a number of upcoming events. OMMA Behavioral July 21 San Francisco, CA iMedia Brand Summit September 14-17 Coronado, CA CJU September 16-18 Santa Barbara, CA OMMA Global September 18-19 New York, NY IAB MIXX September 22-23 New York, NY |
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