The 4 Pillars of a Successful Programmatic Strategy
Aluma and Hannah from DoubleClick discuss the four pillars of a successful programmatic strategy.
UK Advertising Hits Highest Growth In 4 Years
UK advertising grew at its highest rate since 2010 last year, increasing 5.8% to £18.6bn. This strong growth is forecast to continue, with Ad Spend predicted to break the £20bn barrier in 2016. Internet and mobile advertising continue to grow strongly. The Advertising Association/Warc Expenditure Report is the complete measure of advertising activity in the UK and you can review their summary here. Read more.
Programmatic & Video Dominate Mobile Advertising Investments
According to the Third Annual IAB Mobile Landscape Study, programmatic and mobile advertising are now firmly part of a digital marketer’s budget. The study shows that 66% use programmatic while 41% of marketers have mobile advertising as a core component in their marketing campaigns. On average, almost half of campaigns this year have a mobile component and IAB predicts there is more to come in 2016. Read moreIs Display Retargeting an Outdated Model?
Retargeting, Display Remarketing and Re-engagement are fantastic methods for re-engaging a customer after a website visit or shopping cart abandonment. However marketers and retailers now have to show more experimentation as prioritising retargeting through display advertising is now an archaic model according to Marc Grabowski, CEO at Iris Mobile. Retailers have the ability to connect their owned data to owned distribution channels in ways they never could before. As a result, paid advertising retargeting is no longer the only way to re-engage a qualified customer. Read more.
Publishers Looking Forward To Google’s New Mobile-Friendly Search Algorithm
Google is at the beginning of instituting a change to its mobile search algorithm that will take a site’s mobile-friendliness into account when ranking results. Indexed apps will also start showing up among organic search results. In somewhat un-Google-like fashion, Google, which normally makes its search algorithm changes with little to no warning or transparency, provided publishers with a free web-based Mobile Friendly Test tool. Read more.
Is Facebook Trying To Edge Out YouTube?
Facebook is starting to make major moves to edge out YouTube and become a dominant player in streaming video according to Adweek. Facebook has recently struck deals with Buzzfeed, Jimmy Kimmel Live and Popsugar to host exclusive content on Facebook video while Adweek notes that several publishers claim the social network has been pushing them aggressively to provide Facebook exclusive programming. This push by Facebook could have huge potential for marketers with Facebook’s finely tuned targeting capabilities meaning marketers could target audiences by age, gender and location. Read more.
Publishers To Address Programmatic Concerns Via Private Exchange Partnerships
Programmatic has been one of the hottest trends in online advertising for the past 5 years yet many agencies still have misgivings about programmatic. Terms such as fraud, view-ability, bot traffic and audience verification still plague marketers and publishers alike yet programmatic is slowly becoming a more reliable and accountable system. Jeremy Randol, vice president of programmatic sales strategy at Pandora, argues that as programmatic migrates to a more controlled and accountable environment, it’s important for marketers and agencies to come together with thoughtful publishers in private exchange partnerships.
Read more.
Check out last weeks Mid-Weeker for more Programmatic news
