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May 2012 IABNZ member Insights: MSN

Liz Fraser, IABNZ Chair and MSN, General Manager

We’re gearing ourselves up to launch Mi9 in the New Zealand market. Mi9 is the trade brand representing both MSN and MMN (Microsoft Media Network). There is a bunch of work that needs to be completed before we can announce a date, but it’s likely to be around July/August.

The ‘I’ in the middle of Mi9 is for Imagination and Intelligence. Imagination is aligned to MSN with a premium environment, offering advertisers to showcase their brands with juicy creative and content integration. This is the sexy, glossy and gorgeous elements to online advertising.

The smart publisher’s survival guide

In the last year, online publishing has undergone a fairly dramatic transformation. The revolution is still underway where platforms, devices, and spending are concerned, and it's all but guaranteed that we'll see more of the same for some time to come. It's enough to send publishers reaching for the antacid.

Case in point: Online advertising is projected to soar 40 percent, surpassing all other platforms by 2016 (eMarketer), and 73 percent of online publishers saw their display ad revenue increase in 2011, versus 53 percent in 2009. However, at the same time, even top news sites have failed to push advertisers to move significant revenue online, and publishers can't seem to agree whether real-time bidding (RTB) will be their savior or downfall.

Tackling the Digital Disruption - Paul Fisher, CEO, IAB AU

For 17 years the interactive advertising industry has been the new kid on the block. Going through boom, bust and now boom again, coping with enormous and erratic growth spurts and powerful forces, it has played adolescent teenager under the watchful eye of its stern parents, print and free TV.

Mapping the Display Landscape: A Fundamental Guide to Data, Targeting & the Future of Display

This Display Guide will help you navigate through today's rapidly developing display ecosystem.

Ad exchanges, DSP’s, RTB - explained

Since 2003, online display ad spend has nearly doubled, while click-through rates have dropped by a factor of three. Something isn't working. The online advertising system consists of three primary constituents: advertisers wishing to market their products; publishers intent on selling space to advertisers; and consumers visiting the publishers’ sites for content. But the system is flawed. The publishers aren't getting fair market value, the advertisers aren't reaching their intended audience, and the consumers are swamped with ad clutter.

Article: The Dangers of Blind Network Buys

As the online media space evolves and new technology and media buying methods surface, many clients find themselves debating the question: How do we go about securing the best direct response results in an online campaign? In order to answer that question, they first need to consider the pros and cons of blind versus transparent ad networks. By Laura Maxwell-Hansen, GM, Y!NZ