Social Media Monitoring research report by Digital Marketing Agency ExactDrive Inc.
The online advertising industry is changing quickly and generating a lot of buzz. Several new companies are offering advertiser brand protection services, the Rubicon Projecttakes a direct poke at DoubleClick by announcing that the ad server is dead, then a couple days later DoubleClick releases a major update to its publisher product and rolls out a new interface.
Large announcements, like the examples above, generate a lot of buzz and chatter within the industry. However, over the last couple of months there has been a new concept picking up speed and gaining lots of momentum. This involves a core technology and media planning and buying process change that will potentially have positive influence on the online advertising industry as a whole. The topic is about real-time bidding through demand side platforms.
Over the last four months there has been an increasing amount of online talk and buzz surrounding demand side platforms, what they are, how they will benefit advertisers and digital marketing agencies and how they will advance the capability to utilize data. Mike Baker, the president and CEO of DataXu, has done a thorough job posting articles on ClickZ about demand side platforms and the advanced capabilities of real-time bidding. You can see from the below graph that blog articles discussing demand side platforms have become a lot more common and generated a burst in mentions around mid-February 2010.
As people have begun to explain the concept more and define the benefits surrounding demand side platforms negative sentiment has decreased significantly. The change in sentiment has been recent. In the last month alone negative sentiment related to the term “demand side platform” has decreased by 24 percent. This is a good sign for demand side platform providers. Since it is a new concept and a new process for media planners and buyers it is important that demand side platform providers and industry members continue to discuss the benefits and define the concept.
As Mike Baker wrote last Friday (February 19, 2010), “the challenge is determining what type of data is right for your campaign or brand and whether it’s really delivering value. The good news is, with advanced capabilities of real-time bidding through a demand side platform, data can be better understood and put to work more effectively for display campaigns.”
Our BuzzGraphs show a visual summary of buzz around the searched query (in this case “Demand Side Platform”) by listing words that appear frequently along with the search query. Association between different keywords is represented by edges between them which can be bold, simple, or dashed based on the strength of association. Strongly related words, which frequently appear together, have darker edge between them. However, the position of a word within the graph is not indicative to its relevance or frequency of mention.
We have also extracted top entities and phrases that appear in blogs the most when discussing demand side platforms. If you are a demand side platform provider you definitely want to see yourself in such lists. If you are not in these lists, then you will need to start marketing yourself more and telling the world that you have a demand side platform to offer with real-time bidding inventory and capabilities. Write about what you have to offer, because your competitors will be and some of them already are.
Lastly, we have calculated a list of the 25 most authoritative Twitter users mentioning the phrase “Demand Side Platform” in their posts and updates. The top 25 most authoritative list has a mix of users from around the World, both from personal Twitter accounts and professional Twitter accounts. Again, if you are a demand side platform provider and you are not on this list, then start posting Tweets, start writing blogs, start discussing the topic and get on the list. Generate some positive buzz about yourself because soon the majority of media planners and buyers are going to be looking for a demand side platform solution.