Via
Showing posts with label media. Show all posts
Showing posts with label media. Show all posts
The online advertising industry value chain
Via
- The Client demands the Advertising Agency to run an ad campaign.
- The Agency tells its Trading Desk what kind of ad space to buy, according to the Client’s requirements regarding its target consumer.
- The Trading Desk establishes a set of guidelines, and asks a Demand-Side Platform (DSP) to buy ad space according to these guidelines. DSPs are buying specialists, they run intelligent algorithms to pick the cheapest ad space relative to its quality.
- The DSP keeps tracking all the ad spots that come up for sale on Ad Exchanges, establishes the value of every one of them, and bids for the most relevant ones. It uses data from various data providers to come up with its valuations.
- The Ad Exchange is an open platform that enables websites to place their available ad space for anyone to buy in an auction.
- The websites themselves try to attract traffic. They receive traffic naturally, from ingoing links, search engine results, and returning visitors. However, they can also buy traffic from Traffic Brokers (for ex. Taboola and Outbrain, two « content discovery platforms »).
WPP Atticus Award Winners 2014-15
Grand Prix
Advertising
Winner
Branding And Identity
Digital Communications
Winner
Media and Communications Planning
Joint Winner
The Nature and Value of Insights
Highly Commended
Public Relations and Public Affairs
Highly Commended
Research Methodologies
Strategy
Joint Winner
Corporate
Winner
Under-30 Essay
Winners
- (from the Branding and Identity category)
- Emily Fairhead-Keen
MEC, London
I believe the future of brands is Superhuman
Advertising
Winner
- Alida Jansen and Lorcan McHarry
TNS South Africa, Johannesburg; TNS Global, Cape Town
Beating the Brain Game: Communications Success in a New Era of Neuroscience Learnings
- Tham Khai Meng with Malcom Pryce
Ogilvy & Mather, New York
The Ape, the Adman, and the Astronaut: Rediscovering the power of storytelling
- Poonam Kumar
TNS, Hyderabad
The language of emotion
Branding And Identity
Winner
- Emily Fairhead-Keen
MEC, London
I believe the future of brands is Superhuman
- Dr Sue Mizera and Alessandra Cotugno
Young & Rubicam Group, Geneva; Y&R Europe, London
West & East: a guide to migrating brands across the globe
Merit
- Dr Sarah Walker with Graham Page
Millward Brown, London; Millward Brown, Warwick
First Impressions Count: The Power Of Instant Meaning For Brand Decisions
Digital Communications
Winner
- Rob Norman
GroupM, New York
Programmatic: the risks and rewards
- Carla Hendra and Jeremy Katz
OgilvyRED, New York; Ogilvy & Mather, New York
The Age of Awe
Merit
- Bob Burgoyne
TNS Global, London
The truth about mobiles and shopping - Duncan Southgate and Joline McGoldrick
Millward Brown, Frankfurt; Millward Brown, New York
AdReaction: Marketing in a Multiscreen World
Media and Communications Planning
Joint Winner
- James Boardman
MEC, Sydney
I believe that the future of brands lies in making loving fun - Pete Buckley
MEC, London
Statistics & Flows: The creation of brand fame in the digital age
Merit
- Victoria Cook
Mindshare, London
Culture Vulture, Luxury Edition 05
The Nature and Value of Insights
Highly Commended
- Katie Hrdy with Rachel Eisenberg
Millward Brown Digital, Boston
Getting Mobile Right
Merit
- Bryan Gildenberg
Kantar Retail, Boston
The Great Disruption - Ray Crook
TNS Asia Pacific, Sydney
To innovate, or not to innovate, that is the question
Public Relations and Public Affairs
Highly Commended
- Michael Stopforth
Cerebra, Johannesburg
CATS Rule the Internet - Christopher Graves
Ogilvy Public Relations, Washington DC
5 Forces That Will Rock Your Business
Research Methodologies
Winner
- Alexander Wheatley
Lightspeed GMI, London
Open your mind to the power of the open-ended question
Merit
- Preriit Souda
TNS, London
Facebook, Brands & Everything between
Strategy
Joint Winner
- J. Walker Smith
The Futures Company, London
FutureView 2015 Uber All - Andrew Curry with Jules Peck
The Futures Company, London
The 21st Century Business
Highly Commended
- Brian Fetherstonhaugh
OgilvyOne Worldwide, New York
Careers Rocket Fuel: how to propel your career now and for the long-haul
Merit
- Jessica Vaughn with Marian Berelowitz
J. Walter Thompson, New York
The Circular Economy
Corporate
Winner
- Mindshare, London
Point of View 2014
Highly Commended
- AKQA, London
TECH.review - Finsbury, New York
The Finsbury Forum - Landor, San Francisco
Perspectives 2014
Under-30 Essay
Winners
- Clare Kane
RKCR/Y&R, London
Highly Commended
- Alexandra Burke
Young & Rubicam, New York - Katie Chapin
VML, London - Miriam Raisner
Ogilvy Public Relations, New York
