"RTB comes to outdoor and television '- Emerce (press release) (blog)

After the web, the technique of real-time bidding in the coming years also appear on outdoor advertising and television. Adform keep in the initial experiments in Scandinavia.

“Outdoor and television are still closed loop with proprietary systems, but that will change in the coming years.” Jesper Urban, product manager for RTB advertising system Adform says nevertheless already the first experiments to join. That will bring in the coming years, a major shift in the traditional media market produce.

“In the beginning the focus of automatic trading on performance based advertising. was Now start the benefits of branding to be. Better known It is the next phase of real-time bidding. In addition, terms such as CTR and conversion ratios less relevant, because on premium media branding apply to other KPIs. Think rich media communications to exposure, fire lift and time on screen. Those are much more important. “

Ubrans Danish company notes increasing demand from advertisers and media agencies to use. real time bidding technology His company provides the technology to the connections towards digital media to care. “They want access to premium inventory. That is mostly manual labor. “

Real time bidding systems work basically like Google AdWords, but for graphic advertising. Based on characteristics of visitors to websites by which advertisers have the most appropriate expression in the listing. The highest bidder for that position may have been static or dynamic advertising message. This process happens almost real time.

Today is the mediation between buyers and sellers especially on the web. Adform see, especially if any, a future in which media are also associated with this kind of automated trading places. As radio, television and outdoor That the prices go to print, as it not now be determined.

fully by supply and demand rather

Before the major media are connected to real-time bidding platforms must step into mobile carriers are put. mog “For mobile there are still many questions and difficulties with user identification and tracking.”

Photo: novo cortex (cc)