Viewpoints: The media owners

Click here to read the cover feature: Are you changing the way you buy media?
Click here to read what the brand owners think
Click here to read what the media agencies think

/k/i/v/Ian_Clark_News_International.jpg

Ian Clark, former director of special projects, News International

In the past, media owners were not focused enough on their clients’ sales, but there are more digital opportunities alongside newspapers, magazines and TV where they can offer portfolio sales. It is easier for them to do that with the depth of knowledge they have of their own ad inventory than it would be for an agency.

Clients are not as knowledgeable alone as they could be with an agency riding shotgun alongside them. They are often spread too thinly to provide enough time to go through all the performance data, and to ensure they set out the right key performance indicators and follow them up. That is where the agency can help. This is not a one-size-fits-all model. Clients with a strong sense of what they are after and how they can measure that are most likely to take advantage of that relationship.

Agencies need to maintain media-neutrality and I think it is only a positive thing when they can connect up with media owners and understand more about what that media owner could specifically do for them and their clients. Increasingly, media agencies are engaging with media owners at an earlier stage than they ever would have done previously and getting to them at the planning phase.

/l/v/b/Nick_Hugh_Yahoo.jpg

Nick Hugh, senior director of direct response (EMEA), Yahoo!

Yahoo! bought the Right Media Exchange, an open platform designed to enable buying and selling of online ads in real-time auctions, four years ago. The big five agency holding groups have all created their own trading desks to buy in this way.

The vast majority of display advertising in Europe is bought through agencies. There are one or two advertisers who like to go direct, for example Capital One, but that is because behind the scenes they have an incredibly advanced analytics team. In the US, where the market is 12 to 18 months ahead, some brands are certainly going direct to the media owners because they have the technology and they have hired the people.

Yahoo!’s intention is to be at the centre of the ecosystem, both from the user and advertiser perspective. The content we provide through our websites is important to the user side and tools like the Right Media Exchange are important to the advertiser side. We will always own the ad performance data on our own sites ourselves. From the agency side, they have their advertisers’ data. It is those two combined that drives value for the advertiser.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here