Ad ‘rorts’ via ‘contrived’ page impressions to be debated at Mumbrella360

mUmBRELLA360logo 2012The death of online display advertising will be debated at this year’s Mumbrella360, in the next session to be announced for the June conference.

Julian Peterson


andrew hughes


Andrew Hughes, director of SEO at Mediabrands’ search operation Reprise Media, and Julian Peterson, sales and marketing director of customer acquisition company Dianomi will argue that performance advertising – where advertisers pay based on actual results – holds all the cards.

Marc Lomas


Nic Hodges


Meanwhile Nic Hodges, head of innovation and technology at media agency Mediacom, and Marc Lomas, from online trading platform Cadreon will argue in defence of online display.

The debate is a timely one with prices for online advertising under downwards pressure and the number of impressions delivered growing.

The session was selected via Mumbrella’s callout for curated sessions. Dianomi’s proposal argued that “Buying display ads by CPM is becoming increasingly wasteful as publishers continue to rort advertisers with contrived page impressions.”

Other curated sessions announced last week include scientific research on what makes videos go viral, followed by an attempt live on stage to shoot and upload a viral video in 45 minutes. A further session will examine the link between Twitter and journalism.

ChangeOneThing m360 logoMedia agency PHD will be curating a session in which the audience debates a single thing that needs changing about the media industry – and agrees an approach on how it will be tackled.

And Nick Baker, GM of marketing at Tourism Australia, will be revealing for the first time to an Australian audience the next stage of the “There’s Nothing Like Australia” campaign.


  1. Logic
    26 Mar 12
    12:01 pm

  2. weird you’d have no actual representatives from the companies that create the content …

  3. Paul Fisher
    26 Mar 12
    12:49 pm

  4. Tim,
    I’m confused – is this session really about the ‘death of online display advertising’, a sector forecast globally to outpace (in annual % growth) search over the next 4 years, growing globally from $15b to $30b, or the death of a current pricing model (cpm) for online display advertising?
    They are 2 very different scenarios and the reference to (title of?) the debate as in your opening para seems misleading to me.

  5. mumbrella
    26 Mar 12
    1:06 pm

  6. Hi Paul,

    The proposed title of the session is Display Is Dead.


    Tim – Mumbrella

  7. Julian @ dianomi
    26 Mar 12
    1:32 pm

  8. @Logic

    We don’t have any publishers on the panel but both sides of the argument will be well made.

    We definitely do want some questions and comments in advance for the q&a so please feel free to post suggestions here.

  9. Martin Walsh
    26 Mar 12
    2:05 pm

  10. Wow, a pretty dumb premise ‘The death of online display advertising’.

    There has been pretty conclusive research which has been widely available for free from Yahoo!, Microsoft Advertising, Google, TechTarget, ATLAS, GroupM, Marin, EyeBlaster, iCrossing and scores of others for at least 5-6 years outlining the critical and interdependent relationship between various forms of media (digital and or traditional) in terms of achieving your marketing objectives and conversions.

    Between 20-44% (depending on industry vertical, marketing objectives etc) of all paid search conversions have been preceded by an online display ad and yet there is almost zero performance attribution given to display and everything given to the last click (in many cases paid search).

    The issue here isn’t ‘the death of online display advertising’ it is the inexperience and naivety of media commentators, marketers and many agencies which still rely on the ‘CTR – click through rate’ to measure the performance of online display advertising and usually attribute everything to the last click. Further, buying online display advertising based on CPM’s is also an outdated and non-sensical way of buying display advertising because once again we are using old world KPI’s to measure new world media. My peers and I stopped using CTR as a performance measure for online display ads around 4 years ago.

    Digital marketing and critically digital media and advertising is all about weighted attribution but usually there are too many vested interests for one form of media vs another and a lack of analytics experience to get any decent commentary on this issue in Australia.

    The irony is also not lost on me that there are no ‘advertisers’ or publishers in this debate when it is their money and their content respectively!

  11. Devil's advocaat
    26 Mar 12
    3:56 pm

  12. @ Martin Walsh – nicely put but on what basis are you buying media with most publishers if not by CPM?

    And what metrics have you and your peers been using for the past 4 years to measure the effectiveness of your online display ads?

  13. LD
    26 Mar 12
    5:09 pm

  14. The very same and gifted Nic Hodges arguing FOR online display:

    I’m sure it will be an entertaining debate – maybe Nic’s had an epiphany!

  15. Peter Smyth
    27 Mar 12
    12:47 pm

  16. Branding online has had a tough run since the desire to shift traditional budgets caught buyers in a performance based purchasing model quantifying success based on a click, event, acquisition etc. Throw in reach and frequency and innovation has been stifled by old traditional buying methods.

    A model priced on attention has been around for a number of years = Cost Per Engagement. Invite and engage audiences with your brand message and only pay when they have qualified themselves and initiated a more immersive experience with the brand message – then track away … content consumed, interactivity, socialisation, downloads and more. Brand tracking on top of this and we’ll see less articles like “Sorry Internet Television still getting the last laugh” being written.