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Posts by Robert B. Yallen

Robert B. Yallen

PROGRAMMATIC AD BUYING: Utilizing Data for Success

Programmatic Ad Buying: Utilizing Data for SuccessProgrammatic ad buying has revolutionized media buying for advertisers. And, while this process is already making major contributions to marketing ROI for a wide variety of advertisers, this revolution has just begun.

What exactly is programmatic ad buying? Simply put, it is automated algorithmic media buying based on human analysis and oversight. In practice, it is an advanced mode of targeting digital media to reach your target audience. Through the use of software, data and logic, this technology provides a highly efficient and effective platform to buy advertising placements.

Programmatic ad buying eliminates much of the manual work that previously cost man hours, thereby freeing media planners and buyers to devote their time to strategy development and other necessary tasks.

In 2017, programmatic will account for 78% of the over $31B display advertising market in the US. Most of the growth is increased spending on mobile devices; this trend is projected to represent approximately three-quarters of the media dollars spent through programmatic channels, or around $24B vs. $8B on desktop advertising.

In the coming year, over 88% of major advertisers are planning to either utilize programmatic ad buying and/or increase their buys via programmatic platforms. In this article, we will detail what this process entails, how to best use it to drive substantial growth for your business plus how to integrate it with TV campaigns to generate the maximum advertising ROI for your business.

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Robert B. Yallen

2016 Political Advertising Environment

2016 Political Advertising Environment

Executive Summary

(You may download the entire whitepaper by filling out the form below the executive summary)

The 2016 Political Season is well upon us. InterMedia Advertising® has researched past TV commercial activity figures from 2012, 2014 and early 2016 to offer comparative suggestions for how your brand or company can strategically plan for your TV advertising spend during this political season. We have also identified potential battleground states for the upcoming elections for President, Senate, House of Representatives and Gubernatorial races. Specific states will be more affected than others for competitive political candidate campaigns and state initiatives or referendums. We remind all our clients to remain flexible to account for these fluctuations in spending and inventory availability and offer the following points to consider:

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Robert B. Yallen

IMA POV Series: Optimization

IMA POV Series: Optimization

Should you ever invite InterMedia Advertising to your office for a conversation about working with our agency, that discussion will quickly turn to InterMedia’s philosophy of marketing optimization.

InterMedia is, after all, a performance-centric marketing agency. We measure success not only in terms of what our clients are able to achieve, but in how that success is achieved. By that, we mean managing how well campaign tactics are converting our client’s media dollars into sales and revenue.

The key performance indicator is, after all, profit. And our optimization procees is what we use to contain and manage those costs.

Let’s spend a little time taking you through what that conversation might sound like.

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Robert B. Yallen

Smaller Bets: Reducing Risk in Spokesperson Relationships

Reducing Risk in Spokesperson Relationships

By Robert Yallen and Hunington Sachs

At InterMedia Entertainment®, we’ve long understood that the right celebrity spokesperson relationship can be a marketing game-changer for an unknown brand in the direct response space. Multiple deals that we’ve worked in recent years, including Joan Lunden for A Place for Mom, William Devane for Rosland Capital, and Joe Theismann for SuperBeta Prostate all spearheaded campaigns that catapulted their brands from relative obscurity to the top of their DR categories.

We’ve seen that a strong celebrity spokesperson affiliation can quickly deliver a 15% to 30% increase in leads and sales. However, while potentially lucrative, celebrity campaigns also come with substantial risk and investment.  If a deal is structured poorly, an advertiser may have to risk as much as $1 million dollars to find out, once the costs of production, media outlays, and the celebrity relationship itself are factored into the equation.

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Robert B. Yallen

Attribution in Todays Multi-channel Advertising Landscape

ATTRIBUTION IN TODAY’S MULTI-CHANNEL ADVERTISING LANDSCAPE

RESEARCH UPDATE

ATTRIBUTION IN TODAY'S MULTI-CHANNEL ADVERTISING LANDSCAPE

 
During the movie Bull Durham, that great American philosopher, Crash Davis, gave his protégé some solid advice; “You’re gonna have to learn your clichés. You’re gonna have to study them, you’re gonna have to know them. They’re your friends.”

Crash’s advice on clichés extends well beyond baseball, and certainly reaches into the realm of advertising.

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Robert B. Yallen

Political Advertising & The DRTV Landscape

RESEARCH UPDATE

INTERMEDIA’S VIEW OF THE EFFECT OF POLITICAL ADVERTISING ON THE DRTV LANDSCAPE DURING ELECTION YEAR 2016

 
In case you missed it, the 2016 political races have been heating up earlier, it seems, and with greater intensity. The purpose of this document is to present some of the advice InterMedia Advertising is sharing with our clients because DRTV advertisers will have to effectively juggle business demands against the complications of election campaigns in order to survive.

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