IAB

Ad Blocking and True Things.


Ad blocking and True ThingsI’m not in Cannes this week, but I’m following the news and views from here on the rocky coast of Maine.  Like this recap of the ad blocking panel led by IAB President and CEO Randall Rothenberg.  I paid particular attention to this one because in the recent past I’ve admired Randy’s full-throated call-out of ad blocking companies as pirates, parasites, extortionists and worse.  In defense of publisher revenues and security, he goes full Heisenberg, and that’s as it should be.

The Cannes panel — “Block You: Why World Class Creativity Will Obliterate Ad Blocking” – focused not so much on the miscreants of ad blocking, but on how the Don Drapers of the world will begin rendering ads that are so targeted and creative and desirable that ad blocking will be rendered moot.   The tipping point – highlighted in the article’s headline – is the abomination that is the current state of mobile advertising.  Whatever problems we had on the desktop will only get much worse as attention and time shift to the smallest screen.

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Two things can be true at the same time:  yes, ad blockers are opportunistic d-bags and yes, we also need to do a better and more imaginative job of helping marketers engage consumers regardless of what screen they’re glued to.  But since we’re doing all this truth-telling, let’s add a couple more.

True thing number three is that ad blocking is just one of the many symptoms of a digital ad business built on the flawed premise of unlimited supply – the idea that more ads in more places is always part of the answer. As I posted in this space last October, we’ve had 20 years of infinite growth in page views, ad calls and impressions, and today none of it’s all that impressive.  Today’s business is plagued by non-viewable impressions, fraud, ad blocking and the perception of agency sleight of hand that drove the recent ANA/K2 Transparency report.  It might just be time for us to consider a business that leverages scarcity instead.

The final true thing is that the answer to too much advertising isn’t just better advertising. I’ve argued that we’re entering a fundamentally new era in which ‘advertising’ has become a low-value cost center – a commodity whose expense is to be managed by unsentimental procurement people.  It’s not time to fix advertising; it’s time to reinvent our approach to creating value for marketers and consumers…to work with the entire palette of marketing disciplines and tools.

The day we all embrace post-advertising strategy and creativity is the day ad blocking becomes completely irrelevant.


The Four P’s of Excellence.


The Four P's of ExcellenceWe naturally exalt success. Another great quarter…another deal won…achieving one more big number after another. But even as we congratulate one another on ‘crushing it,’ we can’t see that it’s crushing us. Success can be thrilling, but in the end it taxes and burns out and disempowers the sellers and organizations we count on.

On Sunday I spoke at the IAB Annual Leadership Meeting about what might help our industry achieve the next $50 billion in marketer spending. I focused on creating cultures of sales excellence, and I broke it down to the four characteristics those cultures must include. We all know the four P’s of marketing – price, place, product and promotion; I’m suggesting the four P’s of digital sales excellence:

This week’s Drift is proudly underwritten by Krux. Independent research has named the Krux DMP industry leader in strategy, citing its agility, innovation, and independence. Krux helps marketers, publishers, and agencies deliver more valuable consumer experiences, growing revenue and deepening engagement. More than 160 clients rely on Krux worldwide, achieving 10x or higher ROI. Download the report today to learn more.

Process. Every one of our companies has detailed processes for engineering, workflow, finance and more. But we cling to the idea that sales is somehow different; that just getting in front of the customer and talking is enough. It’s not. Process makes average sellers productive and helps great sellers soar. If you don’t have a uniform process and order to the way your people sell, you are handicapping them.

Practice. I’ve written about this concept before. Culturally, we are an industry that focuses almost exclusively on the games, and almost never on the practices. Sales managers are not patiently walking reps through the structure and content of client conversations in advance. The worst place to hone your skill is in front of the client. It’s what we do when the crowd’s not watching that matters most.

Pathos. This is the Greek word for ‘emotion’ and it’s missing from far too many of our client discussions. Embracing pathos means that we’re speaking to the important business situation facing our customers: the missing customer, the encroaching competitor, the ticking clock. Without an urgent business narrative, our products and stories have no immediacy or weight.

Point-of-View. Culturally, we are all very client centric. We ask our customers what they need and we fill out their RFPs. But in the name or service, we’ve become servants. As sales organizations, we’ve got to start taking positions. What we think and what we want for the customer are the beginning of account leadership. And in wide open era of digital marketing that’s ahead, our customers very much want to be led. If we don’t’ accept the challenge, someone else will.

Process. Practice. Pathos. Point-of-View. Simple, elegant and critical. I believe 2016 must be the year of digital sales excellence if we are ever to approach the levels of success that are ours for the earning.


The Next $50 Billion.


The Next $50 BillionNext month I’ll be speaking as part of opening night at the IAB’s Annual Leadership Meeting in Palm Desert, and I’m particularly intrigued by the theme of the conference: “The Next $50 Billion.” Having been on the IAB board back when we celebrated our first million (with an m) dollar year, I can tell you that $50 Billion was not something any of us could have visualized. Yet here we are.

No doubt there will be talk about how the industry prepares to ingest all that new money and about where it will come from. We’ll debate how much will be run programmatically and how data and personalization will drive and shape the spending. But I’ve got a simple question to overlay on the theme: How will we earn the next $50 Billion?

This week’s Drift is proudly underwritten by Krux. Independent research has named the Krux DMP industry leader in strategy, citing its agility, innovation, and independence. Krux helps marketers, publishers, and agencies deliver more valuable consumer experiences, growing revenue and deepening engagement. More than 160 clients rely on Krux worldwide, achieving 10x or higher ROI. Download the report today to learn more.

Anyone who is simply counting on the realignment of advertising budgets to create that number will be sorely disappointed. While many of us romanticize advertising by binge-watching MadMen and staying glued to all the Super Bowl commercials, the reality is that to marketers advertising is a cost center: that’s why procurement gets called in to help manage that cost down. As I wrote earlier this year in my essay for the University of Florida’s Captivate program, we will unlock the next $50 billion “…only by confronting the truth that advertising in a digital world matters most when it least resembles advertising.” Brand want to come in out of the cold, damp world of ‘advertising’ and to bask in the warm sunlight of the consumer’s full attention. We have the keys in our hands to unlock that scenario. But first we must unlock our own imaginations.

The other thing I believe about the next $50 billion is that it will be spent with the companies and individuals who consistently operate “left of budget.” As the perceived importance of advertising shrinks, those waiting to feed at the trough of the ad budget will go hungry. Those who organize their work around major business, marketing and sales issues will be fed by a wide variety of budgets: sales promotion, CRM, public relations, research and more. To paraphrase Alec Baldwin’s soliloquy in Glengarry Glen Ross, “There’s money out there gents. If you earn it it’s yours. If you don’t, I got no sympathy for you.”

Are you a sales leader going to the Annual Leadership Meeting? Save your spot at the first ever Sales Leadership Summit at IAB ALM, Tuesday January 26th, lunch through dinner. Then save your company’s seats at each of the 2016 Seller Forums by purchasing your season pass. Put the wisdom of the crowd to work for your company and your sales team.


The Wolf of Madison Avenue.


The Wolf of Madison AvenueBack on February 10th I wrote a post from the floor of the IAB Annual Leadership Meeting all about “The F Word.”  That F Word, of course, being “Fraud.”   Seemingly out of nowhere, the topic came to dominate the conversation.  We stopped using polite-sounding code words like “transparency” and “openness” and finally started calling our shared addiction by its real name.  But that was just one industry insider conference, right?  Not much could come of that.

Until this week.  Now Fraud is the new black.

On Sunday, Suzanne Vranica’s article (“A Crisis in Online Ads:  One Third of Traffic is Bogus”) hit the pages of The Wall Street Journal.  And just yesterday, Ad Age published “Digital Ad Fraud is Rampant.  Here’s Why So Little Has Been Done About It” by Alex Kantrowitz.  Can a spirited debate on The View be far off?

This week’s Drift is proudly underwritten by Evidon MCM, marketing cloud management software for large enterprises. Powered by more than 20 million Ghostery users, Evidon provides large websites with transparency to see and control the vendors that have access to their customer data and their online assets.

But lest we think this is just a bad news cycle or a problem we can conveniently blame on Russian mobsters (Seriously:  they’re in the mix.  Really!) it’s time we all grew up and admitted to the gravity of the problem and what got us here in the first place.  Sure, one could argue that this little Internet of ours has done pretty well.  $50 billion is nothing to sneeze at.  But it’s an empire built at least in part on drug money.  We may not be in the dacha with Ivan and Dmitri, but we’re the ones who have turned a blind eye to the situation; the ones who politely avoided the hard questions.

And our collective margin call couldn’t come at a worse time.  With brand advertisers, things are just starting to tip, and the future of video advertising is very much a jump ball.  At just this moment we give every one of those marketers a reason to hold back a few years longer – or maybe forever.

What to do?  Read the articles. Educate yourself.  Have an opinion.  And realize that a line is being drawn between those who are the problem and those who are the solution.  If you buy from thieves – wittingly or not – then you are on the wrong side of that line.  We’ve met the Wolf of Madison Avenue, and too often he is us.


Town Meeting Day.


Town Meeting DayToday, March 4th, is very special.  As my friend Cecilia Lang of the Washington Post reminded me, it’s the only day of the year that’s actually a command – March Forth! – which I now like to interpret as us all marching forth out of this lousy winter into a much better spring.  It’s also Seller Forum Day.  I’m writing this as I await the arrival of 50 Chief Revenue Officers to a beautiful spot at the top of the Hearst Building where we’ll share ideas and issues for the next several hours.  Which leads me to the third reason today is special:  In our home state of Vermont, it’s Town Meeting Day!

This week’s Drift is proudly underwritten by Evidon MCM, marketing cloud management software for large enterprises. Powered by more than 20 million Ghostery users, Evidon provides large websites with transparency to see and control the vendors that have access to their customer data and their online assets.

All up and down the Green Mountain State, across 237 towns, nine cities and four “gores” (don’t ask) citizens are gathering in gymnasiums and town halls to participate in perhaps the last acts of pure democracy left in our republic.  While centered on passing or rejecting town and school budgets, Town Meetings also include often spontaneous referenda on everything from paving a local road to pot legalization to taking a stand on an international justice issue.  It’s messy, spontaneous, argumentative, enlightening and inspiring all at the same time.

Just like our online marketing, advertising and media world.

A brilliant tech executive explained to me back in the mid-90s that the internet had grown into a ubiquitous, uniform global network precisely because no one controlled it. Sure, there was a room full of nerds who would distribute domain names, but nobody gave you permission to be on the web or start a magazine or launch a store.  When it came to online advertising, we kind of stumbled and lurched our way forward, every so often stopping to lay in some minimum standards around ad size, technical capabilities and legal.

Along the way, we interactive people have our own town meetings.  At CES, the IAB, SXSW, ad: tech, iMedia, the Seller Forum and many others, we participate in sometimes confusing debate and messy democracy.  Together we’re marking the recent past of our business and iterating its near future.  To the casual observer, it may seem like we have a lot of conferences; that the chief product of the digital marketing economy is talk.  But I clearly have a different take.

We all live in an unfinished, asymmetrical world, moving too fast and divided and segregated by the very technology that’s supposed to bring us together. Heads down in our email or hunched over our phones, we create bubbles where our vision of the world around us gets more and more self-referential and our issues ever more intractable.  If you ask me, there are probably not enough conferences and events.  It’s only by getting face-to-face and elbow-to-elbow with our digital neighbors that we maintain our participation in the future of the business, as sloppy and wasteful as that might seem.

So find yourself a comfortable spot in the bleachers, bring a lunch, and settle in.  It’s Town Meeting Day.