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Issue #9, June 8, 2010Top
In This Issue
Behold the DSP's
The Digital Front
Seminar Schedule
DSPBehold the DSP's
by Kendall Allen
There is an area showing new degrees of heat in our marketplace - where a certain breed of media buying platform is getting its legs. Here we see what we now call the buy side platform, audience marketplace, meta ad network or, most commonly - the demand side platform, or DSP. This entire sphere, increasingly dubbed the 2nd Channel Ecosystem (Ad Revenue Report 2009), is providing advertisers entirely new levels of planning, targeting and buying efficiency, authority and comfort. This is a good shift that we all should value. Representing such a radical, empowering alternative to former exchange models - these entities being in the spotlight of our affection right now, is no surprise.
 
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DigitalAdSavvy
An Intelligent Look at Interactive Advertising and Media
Dear Laredo Group Friend,
 
The beginning of the end of the end has begun.  In September of 2008, the financial and business world as we knew it came to an end.  Business was dead...long live business.  And this new business world now seems to be hitting its stride.  The upfront is up, ad spending projections and forecasts are being raised worldwide...based on better-than-expected recent results...especially on the interactive side.  The Laredo Group is in a rather unique position to observe this industry resurgence...we see the training activities of both the sales and agency/marketer sides once again becoming very active.
 
For the first time since the recent end of the world, our seminars are once again packed or sold out!  We'll try to add more capacity as fast as we can, and apologize to any of you who may be caught without a needed seat...but, as they say, if you're going to have a problem at all, this is a good problem to have.  The good news is that there is once again good news.  I expect 2010 to be a better year than 2009 for all of us, and good year for many of us.  But I expect 2011 to be a great year for many and a very good year for almost all; with 2012 following as a spectacular year for many of us...as many new platforms, technologies and companies really begin to hit their full stride.
 
So stay tuned and stay trained...as always, we'll do our best to provide the courses you need to make sure you and all of your colleagues can get the very most out of the industry growth and developments to come over the next months and years.  So let us know what you need and let us know how we can help you.
 
Jeff Leibowitz, CEO
From the Frontlines of Digital
NewspaperIn every newsletter, we will share links to articles and headlines of note across the following areas we consider essential coverage, with our thoughts on why they are required reading.
consumerConsumer Insights
As marketers, it has always been important to reality check our assumptions about the constitution of different audiences online. The same is true with the Hispanic marketplace, as that particular audience grows in depth, spending strength and behavioral sophistication. This piece by eMarketer is a straight look at key trends related to the strengthening of this population online. A quick, important read.
Already Active on Web, Online Hispanic Population Poised for Growth - eMarketer
MilestonesMedia Milestones
The entrance of Bing around a year ago has remained a fascination in media and Search circles - as it seemed to tap a whole new aspect of powerful consumer behavior: decision making. While once lauded as the latest Google Killer - it turns out it's not really been that. This article takes a real look at where the competitive impact has occurred. And, not surprisingly, Google.
Bing Turns One: Increased Market Share, But Little Impact on Google - ClickZ
DigitalDigital Creative
In the more innovative marketing organizations, we are seeing an increased acknowledgment of the power of game-play mechanics to drive social interaction. Savvier cross-platform approaches are emerging that bring social media executions to life in entirely new ways. And this has brands' paying attention.
All the World's a Game, and Brands Want to Play Along - AdvertisingAge
DealsDeals of Note
At Laredo Group, we find the emergence of Demand Side Platforms - DSPs - a pivotal market shift. Large agency holding companies and new independent entities are shaking up the flow of currencies within the media buy/sell equation by establishing these. Likely the most notable deal to date in this arena, the recent acquisition by Google of Invite Media, is a deal for us all to understand, on numerous levels. We consider this basic summary required reading as we keep our eyes on other players like MediaMath, Turn and X + 1.
Exclusive: Google Buys Invite Media - All Things Digital

MobileState of Mobile
Providing a nice boost to the cross-platform play for magazine companies, Adobe's release of its digital publishing platform is important.  We suggest this read, highlighting Wired's early use of this platform, which is built on some of Adobe's most formidable software and utilizing Omniture technology - as a preview of good things to come in the publishing world.
Adobe Launches Digital Platform for Magazines - Media Post
VideoVideo Evolution
A straight-up read on the state of online video viewership, here we share comScore's latest report on top properties for viewing in April 2010. While there were no huge surprises on the trend, as the consumer's video affinity continues to grow, we like to keep an eye on the numbers.
comScore Releases April 2010 U.S. Online Video Rankings - comScore, Inc
PublisherPublisher News
Reflecting an interesting trend line in the area of consumer privacy and protection, a new engagement between consumers  and publishers - at least those focused on a value exchange - is becoming more the norm. Let alone companies like Facebook, smaller sites, including those in financial services are seeing a greater willingness of consumers to share very specific personal information as long as there is a clear reciprocal benefit. This article shares some fascinating current examples of this  emerging relationship around personal data in the marketplace. A key read.
Web Start-Ups Making Deals for Users' Private Data - NYTimes.com
SocialSocial MediaI
At Laredo Group, we've been impressed to see the growing use of B to B marketers of social, above and beyond some of the very rudimentary initial uses. While their headway still pales next to B to C usage of these methods, there has been a change. This article provides some useful comparison as well as identifies the very real obstacles that social advocates often face within their own enterprise to get social executed. Because so many of us support clients wishing to implement integrated programs, understanding their internal challenges is key to helping them more vigorously explore opportunities.
B2B Marketers Gain Ground with Social - eMarketer
FeatureContinuedBehold the DSP's
 
Even so, deals the scale of Google's reportedly $70 million recent acquisition of Invite Media are a bit of a shock to the community, with Invite and the sphere itself still very much in its infancy. Various interests in the industry feel this acquisition is an extreme boost to Google's already growing dominance, unfairly impacting the competitive landscape. As it is, Invite Media allows advertisers to buy inventory from a universe that includes Microsoft's AdECN, Yahoo!'s Right Media and Google's own DoubleClick's Ad Exchange. Seeing the looming shake-up spurred by this acquisition, large agency holding companies also getting into the DSP game big-time, are especially vocal on the concerns about dominance. We suspect we'll hear more from WPP, Havas and others.
 
While this layer of the industry heats up, with more aggressive utilization by advertisers, we can't help but keep an eye on the others in the space: X + 1, MediaMath, Turn, to name a few. But, how clear is our view of all of this? At Laredo Group, we are reminded that with such infancy, we still have very limited understanding of the mechanics, currency flows and means by which an advertiser can truly scale and prosper by getting on board with DSPs. There is much to follow and learn, as media professionals working on either the buy or sell side, related to benefits, bidding methods, targeting parameters and so on. Whether our hands are directly in the cooking or not - being able to speak to this emerging marketplace with each other and with clients, is part of staying current and invested in the larger industry conversation, as things shape up. We'll keep the reading list from the frontlines updated for you.
 
Interactive Advertising & Media Seminars
Continuing professional development for your team, staff - or yourself, from the tenured industry veterans at Laredo Group. For advertising, marketing, media and sales professionals - at every level. 
 
 
The Courses
Intelligent Selling of Interactive Advertising-Level I, II & III
Intelligent Planning & Buying of Interactive Media-Level I & II
Intelligent Search Engine Marketing for Professionals
Intelligent Research, Measurement & Analytics
Intelligent Search Engine Marketing
 How to Build and Manage a Digital Agency or Division
 
Course Descriptions
Chicago
The Palmer House Hilton
June 28 - July 1
New York City
 The Friars Club
August 2 - 5
September 13 - 16
November 1 -4
December 13 - 16
Los Angeles
The IMPROV
 September 21 - 24 

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