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Meet the Team: James Lopez, Ad Operations

James has been at GoldSpot Media for three years as a member of the Ad Operations team. He works hands-on with all of our customers and provides first line support for our platform. His take? “The most interesting aspect of being a part of the AdOps team is dealing with the dynamics — everyday is different and it’s never templatized.”

What’s your role?
James: I’ve been at GoldSpot Media for 3 years as a part of the Ad Operations Team, also known as the AdOps Team.

What does Ad Operations mean?
James: Ad Operations means that I am essentially a campaign manager who works with all of the customers. Being a part of the AdOps team means that I get to take the customers through the full life cycle of an ad.

Describe the typical campaign process.
James: The first stage is when the company creates a RFP. Then the AdOps team mocks up the ad within the company’s budget. The purpose of this step is to win the bid. After winning the bid, the next step is to proceed with the media plan. With the customer’s approval, the AdOps team will then launch the ad. After the launch, the AdOps team will check the reports daily to adjust the campaigns accordingly.

What’s the most interesting part of being a part of the AdOps team?
James: The most interesting aspect of being a part of the AdOps team is dealing with the dynamics. Everyday is different and it’s never templatized.

What do you like about working at GoldSpot Media?
James: The people and the environment. I have fun here. I also like that I am a part of enhancing the product and influencing the product direction.

Super Bowl Ads: More Entertaining than Ever

Super Bowl is a time for celebrating great advertising (and of course food.) Corporations pay millions to place a thirty-second advertisement during the Super Bowl, and viewers judge for the best and worst ads. AdAge has even created a running tally of who has confirmed their spot in the Super Bowl, and MediaPost featured an editorial piece predicting this year’s best ad.

There’s no denial that Super Bowl ads are historically extremely popular (and hilarious - we all remember the pug and Doritos commercial), and every year they never fail to live up to expectations. For all its tradition, we noticed one thing is changing -- marketers are slowly adapting their strategy for multiscreen as they realize viewers are no longer passively watching. Increasingly, Super Bowl ads are expanding beyond TV, allowing viewers to watch, interact, and even contribute to the ad experience through multiple screens.



This year, we at GoldSpot Media want to celebrate not only great Super Bowl ads, but great multiscreen advertising. Below is a roundup of some seriously multiscreen campaigns:



Chevy created an application called Game Time that asks trivia questions regarding the Super Bowl game and the commercials. Winners were awarded with prizes from Chevy and other brand partners.



In 2013, Coca-Cola showed an interactive commercial that had viewers vote on how the storyline would end.



Coke Chase Ad

Target, on the other hand, scored from the red zone by not investing in a Super Bowl spot, but instead created an app that would specifically target viewers.

This year, H&M will be interacting with viewers by allowing them to buy directly from the advertisement displayed on the TV. Viewers with a smart TV will see a small pop-up in the corner of the television. In the pop-up, viewers can view and send the product information to other devices and, of course, make a purchase. H&M takes it a step further by asking viewers to vote between a “covered” or “uncovered” Beckham.

Beckham Ad

Newcastle will not be running an ad during the Super Bowl. Instead they created a teaser ad called “If We Made It” .  During the ad, Newcastle mocks Super Bowl ads, saying they would have made it if ads were more affordable. With this funny twist, AdWeek wrote that the Newcastle’s tongue-in-cheek ad will the best Super Bowl Ad this year.



Newcastle Ad

Now that the Super Bowl game for 2014 is right around the corner, we’re enthusiastically anticipating what multiscreen campaigns it will bring. So get your dip and chips ready, sit back, and enjoy the ads…. Oh and of course the game!

What are some of your favorite multiscreen Super Bowl campaigns?

The Happenings of 2013

Miley Cyrus, the Harlem Shake, and the Batkid are only a few things that come to mind when thinking of 2013. As we welcome the new year, we’re also saying farewell to one of our “must watch” TV favorites Breaking Bad – yes, this
Untitled design is a heart breaking experience. And, while pop culture has seen a few entertaining (and bizarre) events, what can be said about the advertising industry?

 

We took a hard look and summarized what we thought are the themes of 2013: native ads led by social media, viewability, and increased digital advertising spending.

 

Social Media Leading Native Advertising

Social media was on the cutting edge once again this year, but this time through native advertising.

 

Twitter jumped on the native wave in 2010, and in 2013, social media powerhouses Instagram and Pinterest followed suit as they launched their own versions of native advertising last year.

 

As you already know, native ads blend into the newsfeed or stream of user content. For instance, Instagram’s native ads appear just like a user post – except for the sponsored icon above the ad.

 

Compared to traditional banner ads, native ads have a significantly higher click-through rate. According to MediaPost “…native ads represented just 5%-to-10% of Facebook’s impressions in 2013, but accounted for more than 60% of the company’s revenue”. The high click-through rates isn’t the only thing driving native advertising formats or “in-stream” formats. According to the BI, “In-stream native ads look, feel and function seamlessly across mobile and PC, which is precisely what brands want, as they seek to build cross-device campaigns”.

 

With all its advantages, it’s understandable that JP Morgan predicts that the success of native advertising won’t end in 2013, but that it will dominate digital in 2014.

 

Viewability

In 2013, a study by ComScore reported that a shocking 54% of display ads are not seen.

 

As increasingly disappointing viewability studies surfaced, and as the IAB continued to develop the 3MS (Making Measurement Make Sense) standard, viewability became a hot topic in 2013.

 

Current status: after diligently testing and creating standards for more than a year, the MRC has lifted the advisory on viewable impressions transacting near the end of 2013. With the advisory lifted, it will be interesting to see how advertisers and publishers alike react to the shift in 2014.

 

Ad Spending

Ad spending is another trend to be aware of when reflecting on 2013, with traditional advertising slowly being displaced by digital.

 

According to new research from Forrester, traditional ads still hold the biggest slice of the budget pie, but many marketers plan on increasing and focusing on digital ads this coming year. In 2014, marketers are planning to increase spending for digital advertising by 52%, and 63% of marketers will decrease spending on traditional advertising in order to increase funding for digital ads.

 

The main reason for this shift is the expense of traditional advertisements and the “satisfying revenue results” from digital ads as 77% either met or exceeded their revenue goals in 2013. Even in this past year, online videos have increased 205% since the year before. Mobile ads have also been successful in 2013 as mobile ad revenue exploded.

 

As we harlem shake our way out of 2013, what new trends do you think will surface in 2014?

 

Happy Holidays from GoldSpot Media

During the holiday season, our Sunnyvale office was extremely festive as we welcomed the Japan team for a week-long visit! During their stay, our various adventures included (the phenomenal) Go Games and a company Christmas dinner.

 

Here’s to the successes of 2013 and looking forward to an even better year in 2014!

 

GoldSpot Media Holiday Photos

GoldSpot Media Attends Ad Week and ad:tech Tokyo

Mobile Media Summit

September was a busy month! GoldSpot Media participated in various events and conferences across the globe — from the Big Apple all the way to world’s most populous metropolis, Tokyo. We had so much fun and wanted to thank everyone who made our experience so great, as well as the friends we made along the way. Oh and we especially can’t forget about the happy hours!



 

Now, the real fun begins! At Mobile Marketing Association’s SM2 conference, our CEO, Srini Dharmaji, moderated a panel on the secrets of effective digital brand marketing and how to make every ad count. Srini kicked off the panel by introducing our advertising all-star panelists: Jason Newport, Donnie Williams and Darren Herman (yes, we meant it when we said advertising all-stars!) Our New York team had a blast during Ad Week and certainly looks forward to what’s in store for next year.



Our CEO, Srini Dharmaji, speaking with on our panel at SM2

 

The sponsorships and events journey doesn’t stop there. Buckle up your seat belts because we’re taking you across the continent, all the way to Tokyo, where our Japan team did an outstanding job at ad:tech Tokyo. Our booth featured a real-life Rotator (our most popular ad format!) that released raffle balls for an iPod Shuffle, GoldSpot Media headphones, stickers, and Umai bou (which is a delicious corn snack made in Japan for those of you who are wondering!) Our booth was a phenomenal hit and gave a few lucky attendees some awesome gifts to take home.



Our team and booth at ad:tech Tokyo

 

Our Japan Sales Director, Mochizuki Taka, hosted a joint speaking session with a brand client at a local event, “Sma-Tech” showcasing our rich media ad units with a client case study!

 

 

We want to thank our panelists for joining us in making our panel informative and a huge success as well as everyone who supported us during Ad Week and at ad:tech Tokyo. Also, we ’re giving a special shout out to our Japan team for setting up GoldSpot Media’s amazing booth display – well done team! We met so many great people at all of the events we attended and look forward to keeping in touch!

Milestone: GoldSpot Japan Hits One Quarter Billion Impressions in August

The GoldSpot Media family is proud to announce that GoldSpot Media Japan has delivered over a quarter billion impressions in August 2013. On behalf of the entire GoldSpot Media company, we would like to congratulate our Japan team for their extraordinary achievements and success over the past several months. Way to go!

 

This is a major milestone as we ramp up our sales and marketing efforts, in both the U.S. and Japan. Our team in Japan is also growing in numbers, so watch out for us at ad:tech Tokyo 2013. GoldSpot Media will host a booth, so come by, say hello and learn more about our team and technology.

RIP – Static Banners!

MOBILE RICH MEDIA 2.0

 

There is nothing more gratifying for a brand marketer than to engage the user with an unparalleled immersive experience on smartphones and tablets. Brand engagement using the total real estate and capabilities offered by mobile devices like – the accelerometer, gyroscope, camera, 360 views of the product, swiping to photo galleries, video etc. is the nirvana for ad agency folks who strive to bring the ultimate immersive gratification for their brands.

 

The million dollar question is: How to take the user to a full-screen ad experience where the creative agency’s tears, blood and sweat is hiding behind the tap of a banner? We have seen some great full-screen ad executions failing to perform to expectations simply because there is not enough motivation for the user to tap on the starting point of this experience – static banner. Today’s mobile user is tuned to ignore the static banner as they consume their favorite content.

 

Mobile rich media cannot and should not start with a static banner. The mobile industry has innovated on conquering the banner space: make the banner ad stand out from the content through 3D, Motion, Video and Animation at least for a few seconds. A rich banner ad that is telling a brand story will make the user curious, thereby increasing the chances of a click through leading to great full-screen experiences.

 

Mobile rich media 2.0 is all about creating rich banner experiences as well as doing justice to the time, money and effort spent by agencies on the clicked through experiences. This in turn will also reduce the dreaded fat finger effect on mobile banners (accidental taps) as it is hard for the user to tap on a rich banner ad by accident.

 

RIP – Static Banners!

 

Katherine Herb, Director of Sales

100M Monthly Mobile Rich Media Impressions in Japan

We are thrilled to have achieved a major milestone in Japan last month. miSpot, our rich media ad server, delivered more than 100M mobile rich media impressions in Japan in March 2013. We’re extremely excited and proud of this major milestone, and look forward to strengthening our reputation as an innovative, customer friendly, efficient mobile rich media solution for advertisers, brands, publishers, DSPs, SSPs and ad networks in the Japanese market.

 

Working diligently with our partners and customers, we helped them leverage mobile rich media as a choice solution across a vast array of verticals through our rich media and video ad banners that have consistently seen a high click through rate. Our ad products make the tiny mobile banner space stand out from the content through 3D, motion, video and animation, giving the ability for the brand to tell a story before a click. I’m glad our customers have endorsed and adopted mobile rich media starting in the banner space, which is quite comparable to online rich media in terms of price point, functionality, and engagement.

 

We would like to thank our partners and customers for their business, hard work, cooperation and dedication in growing mobile rich media in Japan. We’re tremendously excited to solidify our relationships with customers, and look forward to bringing more efficiencies to their digital advertising needs through our single ad tag, cross-screen rich media and video ad solutions.

 

Yukihiro Mitani
Sales, Japan & East Asia

3 Screen Digital Enables Seamless One Voice Messages

For years automotive marketers have strived to achieve “one voice” messaging across all three communication tiers (Brand, Retail, Individual Dealer), also known as Tier 1,2 & 3 categories of automotive marketing. With digital users hopping between devices, it is imperative for auto brands to communicate a consistent if not identical branding and promotional messages across online, tablets and mobile., i.e., a digital “one voice” so difficult to achieve in the traditional marketing mediums. It is time to take the technology nuances out of the picture to focus on how, when and where these advertisements need to be shown to digital users for maximum ROI. To achieve this ultimate goal, auto brands need to work with the right technology partners who can abstract them from devices, operating systems, resolutions, screen sizes and frame rate related mumbo-jumbo and focus solely on dynamic media and creative optimization across every digital screen.

Choosing a multi-screen technology and media partner to provide a platform to launch digital campaigns across all screens with a single ad buy, and optimize the campaign at media and creative alike to better performing screens is the key for deriving maximum ROI.

At GoldSpot, we take pride in our products and the consistent returns we have been delivering to our automotive customers for a long time. With our multi-screen, dynamic optimization technology, our auto customers will see the best returns from every digital screen. After all, our business is built on helping our customers succeed and nothing is more important to GoldSpot than a happy customer.

This is our pledge and promise to all our customers.

Jay Flaherty

Automotive Evangelist – GoldSpot Media.

Multi-screen Campaigns with A Single Ad Tag

Today, we are raising the bar on digital advertising, to optimize campaigns across 3 screens on the fly – online, tablet, and mobile. Just recently, we’ve decided to dog-food our multi-screen rich media ad platform by launching a house campaign to advertise the GoldSpot Media brand across 3 screens simultaneously, with a single ad tag. The idea is to present the user with a consistent and compelling rich media experience on every screen. One rich media ad – optimized for any screen, and if this piques your curiosity, click on this link from any device to experience the ad.


Our innovative house campaign will run on a single ad tag across three screens, as a 5-faced 3D rotator ad. Each creative will enhance brand awareness and transcribe the campaign’s key message – provide a platform for advertisers to launch digital rich media campaigns across all screens with a single ad buy, and optimize the campaign to better performing screens for maximum ROI.

GoldSpot Media's mobile rich media ad products and animations are really cool and engaging. The ease of ad creation and deployment using their miSpot platform is amazing.  
Anita DiPietro
Manager, Advertising Operations
WeatherBug
Your creative looks great! I know the production and review process was a tad rocky at times and I can’t tell you how much we appreciated your flexibility through it all. 
Grant Reid
Sr. Producer
Roundarch Isobar