All posts by KW Low

About KW Low

******* A founder of LA AdTech, KW Low is a technology strategist specializing in advertising technology business development, strategic partnership and market growth. If you have any feedback or comment about this post or LA AdTech in general, please join the LA AdTech Facebook Group Community *******

LA AdTech Mixer Returns To Busby’s West On February 15

Come celebrate 2017 with LA AdTech at a low-key networking mixer at Busby’s West. It is the location where it call began over 3 years ago.

DATE: February 15th, 2017 (Wednesday)
TIME: 6:30pm – 8:30pm
PLACE: Busby’s West
3110 Santa Monica Blvd
Santa Monica, CA 90404

As usual, Busby has happy hour drinks from 4pm-8pm.

Also, mark your calendars for our next event on March 1st with LA AdTech Partner Company, Pathmatics. Pathmatics also recently released a report on digital marketing spend by the Financial Services industry.

Future event topics to include Investment Outlook, VR advertising, Mobile and Emerging Platforms.

Please RSVP so that we have a headcount.

LA AdTech Mixer

Rubicon Project Partners With Integral Ad Science For Viewability Scores

Rubicon Project announced Monday (February 6th) that it is partnering with Integral Ad Science (IAS) to provide third-party viewability scores for display and video advertising on both desktop and mobile web, per a joint press release.

By applying viewability scores at the individual ad placement level and delivering them within the auction bid request, marketers should find it easier to measure the ROI of their display and video ads. Publishers can also use these granular level viewability data to evaluate and optimize their ad inventory to drive performance and pricing.

By leveraging Integral Ad Science‘s Media Ratings Council (MRC) accreditation, Rubicon Project offerings will gain headways into concerns around media transparency in the online media space, specifically those in programmatic media transactions. A concern about ad fraud was brought up by Proctor & Gamble’s Marc Pritchard at a recent  Interactive Advertising Bureau’s Annual Leadership Meeting.

Additional reading: Rubicon Project & Integral Ad Science ink viewability deal to assure advertisers over independent measurement

Rubicon Project Partners With Integral Ad Science For Viewability Scores

 

 

US Digital Media Spend Grows To Almost $120 Billion By 2021

According to a recently released report from Forrester Research detailing media spend from 2016-2021, digital media spending in the US is predicted to go $70 billion in 2016 to almost $120 billion in 2021. However, year-over-year spending in digital marketing is expected to slow down as marketers will emphasize quality over quantity.

Some key points:

  • Digital marketing component such as paid search, display, social media, online video and email marketing, will make up to about 46% of all advertising by 2021 from about 36% in 2016.
  • Digital marketing is no longer considered experimental but as mature investments that come with goals setting and measurement practices as well as waste combating. Amidst this spending growth, there is also a shift to increasing investments in data, technology and particularly, improving customer experience such as store layouts, mobile apps and marketing technology that make personalization.
  • Millennial consumers will be in a high spend life stage as they establish careers, homes and families, boosting their collective spending to over $600 billion annually, according to a report from Accenture.
  • Spending on online video advertising has grown 114% since 2014 as  as advertisers like its reach and targetability. Online video advertising allows brand advertisers, to extends their existing reach with marginal incremental costs while smaller advertisers can achieve a TV-quality advertising presence with less cost.

Centerfield To Acquire Qology Direct With $156 Million In Financing

Centerfield, based in El Segundo, CA, has secured $156 million in financing to fund its acquisition of Qology Direct, a performance based marketing firm amidst other future acquisitions, according to Mediapost.

Centerfield had previously received $100 million in a prior round of funding.

Centerfield uses its proprietary technology to identify high value and intent-driven consumers and execute real time biddable (RTB) mediadigital media platforms including search, display and social,  to acquire customers. Together with Qology Direct, Centerfield can offer a fully integrated sales and marketing solution to engage the consumer from initial touch point all the way through completed sale, delivering new customers at scale to some of the biggest brands worldwide.

The combined company will operate under the brand name Centerfield. By the end of 2017, the newly formed company expects to generate over 2,000,000 customer sales for their clients, and employ upwards of 2,000 staff members.

About Centerfield
Centerfield develops intelligent digital advertising technology focused on real time biddable media which enables targeting and acquisition of high performing, high life time value customers for its clients across numerous industries. The Company’s sophisticated marketing technology platform leverages Big Data and optimizes each part of the customer acquisition process from initial view through offline sale in real time for the highest possible return on advertising spend. For more information, please refer to the Centerfield website http://www.centerfield.com/.

About Qology Direct
Qology Direct is comprised of forward thinking marketers that specialize in all aspects of the buying process. While other companies concentrate solely on acquiring new customers, we focus on a more complete picture. By using online marketing tactics that deliver results from start to finish, we keep in mind the total satisfaction of both our partners and the consumer. At the core of our business model lies the principle of positive consumer engagement, while user experience is found at the forefront of every decision we make. As creative yet analytical professionals, technology has been used along with an expertise in direct marketing to create the leading performance-based marketing company we are today.

 

Pathmatics Financial Services ad spending report

Pathmatics Releases Financial Services Digital Advertising Report

LA AdTech partner company, Pathmatics, recently released a report on the digital advertising spending for the Financial Services category from the third quarter of 2016. Their report found that Financial Services companies continue to dominating digital advertising spending over other categories, with over $541 Million in Q3 2016, across all channels (desktop, mobile, and video).

Some highlights from the Q3 Top Financial Services Advertisers Report report include:

  • Desktop/display advertising accounts for 62% of the Financial Services industry total ad spend.
  • The Financial Services industry’s direct buys with publishers continue to dominate at 65% of the category’s ad spend.
  • Real Estate publishers are gaining traction with advertisers looking to reach homeowners.
  • In this industry, mobile ad spending ($24M) ranked a distant third to Desktop’s $333M and Video’s $183M in ad spending.
  • Larger brands (AmEx, Citigroup, and Geico) are starting to explore Native advertising.

Get your own copy of the full Q3 Top Financial Services Advertisers Report for a deep dive into the financial services industry’s digital ad strategy in 2016.

Pathmatics Top Financial Services Digital Advertisers Report

Pathmatics provides competitive and market intelligence in online advertising to help brands and agencies understand how their competitors are advertising, where their creative is running, what their spending is across all sorts of channels on digital (ie desktop, mobile, tablet, and video). Pathmatics works with both publishers and ad-tech companies and is backed by Bertelsmann and Upfront Ventures.

LA AdTech Mixer at Santa Monica Airport

LA AdTech Mixer at Santa Monica Airport on October 11th, 2016

Let’s celebrate the Fall Season with an LA AdTech mixer. This time, we’ll be at Typhoon Restaurant at the Santa Monica Airport.

DATE: Tuesday, October 11th
Time: 6pm-8pm
Place: Typhoon Restaurant at Santa Monica Airport
3221 Donald Douglas Loop South
Santa Monica, CA 90405

So, RSVP below and add this event to your calendar. Make sure to bring your friends and colleagues too!

Eventbrite - LA AdTech Mixer at Typhoon Restaurant, Santa Monica Airport

Please note that Happy Hour is from 5pm-7pm at Typhoon. So, the earlier you get there, the more happy hour specials you can enjoy.

Have you joined our Facebook group yet? Check out the photos from our annual reception with the OMMA conference this past July. Go to https://www.facebook.com/groups/LAadtech and request to join.

See you there.

Your hosts: KW Low, Nicole Jordan & Tony Winders

The Trade Desk

The Trade Desk’s Presentation at OMMA Los Angeles

With the Rio 2016 Olympics in full force currently, it’s only apropos to share with you folks the presentation by The Trade Desk‘s Lorenzo Moreno, at last month’s 2016 OMMA Los Angeles conference.

The lunch presentation sponsored by The Trade Desk titled “Omnichannel Olympics: How Marketers Can Use Programmatic to Climb the Podium in 2016” described how far programmatic advertising has come in the couple of years since the Sochi Winter Olympics. The advertising tech has evolved and gained even more momentum, as it lends its precision to almost every channel and across all devices in 2016. The Trade Desk’s Lorenzo Moreno talked how a programmatic strategy can help marketers reach their target audience on a one-to-one level during the 2016 Olympic games.

In addition, we also want to especially thank The Trade Desk for their continuing support of LA AdTech. Thank you both The Trade Desk and OpenX for sponsoring our most recent annual LA AdTech/OMMA LA reception!

Presented By Sponsors

OMMA LA 2016 Conference And Reception Wrap Up

Thank you everyone for coming to our annual OMMA LA / LA AdTech reception to welcome the OMMA LA conference attendees after a productive full day of conference.

A special thanks must be given to Tony Winders, who in addition helped to organize the event, was also our roving photographer. The set of photos are now up on the LA AdTech Facebook Group Photo Album. Tag yourselves!

LA AdTech / OMMA 2016 Reception Photo Album

We also want to give a shout out to OpenX and The Trade Desk as the “Presented By” Co-Sponsors of the Reception! Thank you again for your continuing support.

Presented By Sponsors

OMMA LA Reception 2016

“Presented By” Sponsors Announced For OMMA LA Reception

This year, we are welcoming back our prior years’ sponsors, The Trade Desk and OpenX, as the “Presented By” sponsors at the 2016 LA AdTech / OMMA LA reception on July 19th

Presented By SponsorsThis annual reception will take place on July 19th evening  at the Sinder Lounge at Marina del Rey Marriott, and is the evening reception for the annual OMMA Los Angeles conference. This year’s conference attendees will get a chance to explore the next evolution of the tech-driven ad economy, ie making the ad robots more human and creative.

LA AdTech members also get a 20% off the OMMA LA Conference. Enter discount code LAPTR16 when you sign up for the conference at http://www.mediapost.com/omma-la/.

In addition, one of our “Presented By” sponsor, The Trade Desk, is making a presentation at the OMMA LA Conference entitled “Omnichannel Olympics: How Marketers Can Use Programmatic to Climb the Podium in 2016“. Lorenzo Moreno, GM of Business Development at The Trade Desk, will cover how a programmatic strategy can help marketers reach their target audience on a one-to-one level during the 2016 Olympic games.

You don’t have to be an OMMA LA conference attendee to join us for this reception but please RSVP below or at https://laadtechomma2016.eventbrite.com/ so that we can plan for the right number of attendees!

 

MarketShare and VideoAmp join The Trade Desk as Host Sponsors at OMMA LA / LA AdTech Mixer

3logosIn addition to The Trade Desk, we like to welcome MarketShare and VideoAmp as host sponsors for our upcoming LA AdTech Mixer on July 21st, 2015 as the OMMA Los Angeles Conference.

This is the 3rd year that LA AdTech is working together with the OMMA Los Angeles conference and MediaPost to bring you, the LA AdTech community, this opportunity to meld minds and network with the OMMA Los Angeles conference attendees who hail from all over the country. This year the theme for OMMA LA is the Art & Science of Digital Advertising.

So, come on down to X Bar at the Hyatt Century City at 5:30pm on July 21st to revel in good times with great company.

Come catch up with the best and brightest in the advertising industry over drinks and plenty of acronym-filled conversation. All you have to do is RSVP below and bring a good attitude.

The Trade Desk

MarketShare

VideoAmp_blacklogo[1]_600

DATE: July 21st, 2015 (Tuesday)
TIME: 5:00pm – 8:00pm
PLACE: X Bar at Hyatt Regency Century City
2025 Avenue of the Stars
Los Angeles, CA 90067

Special thanks to Mike Prasad (The Collaborative) and Nicole Jordan (Radix Collective) for helping to organize this event.