Odney Advantage Newsletter

This is the End, Wednesday, January 16, 2019

The Odney Advantage Newsletter
This is the End
TV was going to kill movies. Instead it opened up a new avenue for them to reach wider audiences after their theatrical runs. VHS was going to kill movies and television. Instead it opened up new revenue channels as people bought the movies and TV shows they loved. Cable and satellite were going to kill broadcast TV. But for years after cable and satellite made vast inroads all across the country, the big broadcast networks continued to draw the most viewers. MTV and music videos were going to kill radio. Instead, radio and MTV complemented each other by providing more avenues for people to enjoy the music they loved.
But now, they’re all going to die.


Sort of. Looking at it as movies vs. TV vs. radio no longer makes any sense. We don’t watch TV. We watch videos. We may watch them on TV or on a laptop or a tablet or a smartphone, and we don’t care if they came from a movie studio or a broadcast network or a rising YouTube star. We don’t listen to the radio. We listen to music. It may be on local radio or satellite radio or our favorite streaming service. We don’t consume a medium. We consume entertainment and information, wherever we find it.
The old entities that survive and the new ones that thrive are those that keep giving us the content we want, but are quick to adapt to new ways of providing it. Amazon started out shipping books, then created a whole new way to buy and read books and built a technology around it. Netflix has gone from shipping DVDs to streaming video and creating its own original, award-winning programming. From DVD to streaming video, from hardcover to Kindle, it’s not about the medium. It’s about the content.
Which brings us to the dying part. The entities that have little chance of survival are those that cling to business models that are media-centric instead of content-centric. In 2000, the CEO of Netflix approached Blockbuster about a partnership, and was “laughed out of the room.” The last Blockbuster location closed in November of 2013. The final rental was, appropriately, the Jonah Hill/Seth Rogen comedy “This is the End.” 

Programmatic Buying
Why use programmatic buying in your next digital media plan?
The "Why Programmatic?" question can have many answers, and it depends on what our client values most:
Who is your audience?
Rather than selecting a site or sites that seem like a good fit, programmatic buying enables you to find your audience with clearer and more sophisticated data to support pursuit of the respective audience.
What do you want to optimize in your campaign?
Even if there is one or a collection of sites that can be argued as good fits, you're only bound to the traffic that comes to that site. Also, if there's any variance to the content of a given site that doesn't align with the needs of the given initiative, you risk a lot of inefficiencies to your spend. Having a collection of the right types of sites, and tactics in place enables programmatic buyers to optimize your campaigns based on what's observed, who that person is that is viewing that content, and drive more qualified activities/conversions in real time based on those demographics.
What type of insights are you looking for?
Buying programmatic generally provides for better reporting and greater insights into the success of a campaign. You can dig deeper in audience behavior after someone clicks or sees your banner. By looking at post impression and post click data you can tell what activities a person participated in on your site (did they sign up for your newsletter, or did they download a brochure, as an example) as long as we have pixels placed on those pages ahead of time.
What’s your budget?
Buying programmatic usually allows you to get more impressions for your money. As noted above you are able to get more impressions to the right type of individual versus buying sites and hoping your message is getting to the right person.
What are your metrics for success?
Similar to optimization, we're working off of clearly defined success metrics up front. Our interest isn't in what sites or tactics that get the most impressions, it's what achieves the stated success metrics. You don't get that buying sites directly.
Want to learn more about programmatic buying with your next digital media plan? Contact Mike Pierce at Odney to get the conversation started!

Congratulations Pat
Odney owner Pat Finken received the Silver Medal Award from the North Dakota American Advertising Federation on February 26. The Silver Medal Award is awarded annually to an individual who has helped raise the stature of the advertising industry. Pat started his career in 1977 working as a part-time staff announcer at KCJB AM and KXMC TV while attending Minot State College. Today, he leads Odney, which consists of 45 full-time specialists providing design, interactive, media, public relations and public affairs services to clients across the upper Midwest. Congratulations Pat!

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