November 8 Update: Didn't get to see the panel? OMMA has video of it, enclosed below.
Today at 9:45am EST, Digitas' Adam Shlachter, SVP of Media / North America Digital Media Video Lead, explores what really counts as premium inventory in today's media landscape. He's joined by a panel of other leading media executives as they discuss where buyers are finding premium inventory, and what they're willing to pay for it. Watch the panel live below, and follow @Digitas and #MPOMMA on Twitter for more insights.
What Does 'Premium' Mean In A DSP Age?
Everyone clams to have ‘premium’ inventory, from the marquee media brands to the commonest performance network. But after three years in which display advertising was defined by demand side platforms and high-tech targeting and trading technologies, what is premium now? Context – a clean-well-lit trusted brand place? Format? High impact ‘rising stars’ and native ad units? Laser targeting? Or just pure performance? We go to the media buyers to ask how they are defining premium now. Where and for what are they willing to pay premium prices. And how is a DSP economy that tends to depress prices and offer massive cheap scale impacting the role, price and attractiveness of high-priced, high-impact well-placed advertising?
Moderator: Amy Auerbach, Senior Partner, Planning Director, Mediacom
-Adam Shlachter, SVP, Media, Digitas (@shlaq)
-Jared Belsky, EVP, 360i
-Serge Delgrosso, Head of Media, SapientNitro
-Steve Minichini, President, Interactive Marketing, TargetCast
-Veronika Ward, Director of Digital/East, OMD