Viewability Should Be The Standard, Not A KPI
As ad fraud runs rampant among the digital marketing industry, Moat CEO Jonah Goodhart argues that media buyers are fully justified to expect their ads to be seen by an actual person rather than a bot. Goodhart argues that hopefully in the near future, a certain level of viewability will be expected, rather than a KPI or the end goal. Watch the Video.
How to Knock Ad Fraud out of the Programmatic Funnel
Ad fraud is a constant battle for advertisers, agencies and publishers alike, with 94% of digital marketers stating that quality within the programmatic market was a very serious or somewhat serious issue. Ad fraud works like a virus within advertising that works well and is particularly prevalent within the programmatic marketplace. This article from Business2Community argues that while the battle against ad fraud will most likely never be completely won, this article points out some measures digital marketers can take to mitigate the damage caused by ad fraud. Domain Identification, establishing dynamic fraud standards and transparency in the programmatic supply could very well be the solutions required to combat and mitigate the damage caused by ad fraud. Read more.
Adobe Digital Index Report: Google Dominates Search But Struggles in Display Targeting Against Facebook
Adobe Digital Index (ADI) released their third-quarter report on Wednesday and the report shows that Google and Facebook are in a tight race for dominance in Display Ad targeting. The report, which analysed more than 900 billion digital ad impressions from search and social platforms such as Google, Facebook, Bing, Yahoo, Baidu and Yandex, as well as more than 23 billion referred social visits from Facebook, Twitter, Pinterest, Tumblr, Reddit, YouTube, and LinkedIn found that Google display advertising click-through rates rose 25% year-over-year. Facebook’s CTRs rose 35% YoY, and cost per click fell by 2%. This is nowhere near the case when it comes to search as Google holds a majority of global market share at 71%. Bing follows with 21%, and Yahoo and others hold 8%. No wonder Yahoo made a big push for its recent search agreement with Google. Read more.
Why Programmatic Is Not Man Vs The Machine
As programmatic continues its final climb to Free YouTube Downloader the top of the digital marketing industry, the biggest fear for marketers is whether they will actually be needed anymore? Are we about to enter a type of dystopian advertising world where the human touch is no longer needed? The author of this article thinks not. While many still see the rise of Programmatic and automation within the industry as the beginning of the “Man Vs The Machine” debate in advertising, this article argues that marketers need to realise that it should actually be “Man and The Machine”. These forces are not in opposition but instead can reach their full potential by working in harmony. The article argues that while it is true that programmatic automates once human tasks, that is not necessarily a bad thing as it allows us to take a step back, take a look at the bigger picture and experiment with new tactics as programmatic does the heavy lifting.Read more.
Why Audience Extension Can Help Marketers Supersize Their Incremental Revenues
When visiting McDonald’s, you could once count on hearing these six words: “Would you like fries with that?” This familiar phrase helped McDonald’s generate immediate high-margin revenue in the 1970s without making incremental investments in its infrastructure. In the publishing world, however, Audience Extension can be seen as the fries and the upsell question often sounds something like this: “Would you also like to target your audience across the rest of the Internet?” Audience Extension, previously covered in our Insightful Media Series, allows advertisers to reach premium audiences at scale beyond the confines of sites owned or operated by the publisher. In this article, Frost Prioleau, CEO and Founder of Simpl.fi, outlines the benefits Audience extension can bring as publishers can upsell their audience data to increase advertising order sizes and advertisers can reach premium audiences at lower costs. Read more.
Digital to Account for 40% of Out-of-Home Ad Spending in 2015
Advertisers are increasingly moving their spending from traditional media to digital formats, and outdoor ads are no exception. US Advertisers are set to spend $2.96 billion on digital out-of-home (DOOH) advertising this year, according to the inaugural breakout forecast from eMarketer. Digital will make up 40.8% of total out-of-home (OOH) ad spending in 2015, up from 38.1% in 2014. By 2018, it is predicted that DOOH will capture 53.0% of total OOH ad spending in the US, or $4.08 billion. DOOH will be among the fastest-growing paid media channels with respect to spending, behind total digital and mobile and is tipped to reach double-digit growth for the next several years. Expect to see more dynamic billboards on your way to work than ever before. Read more.
Yahoo & Google Together Again In New Search Deal
Reunited, and it feels so good. Well, time will tell if that’s the case as Yahoo and Google agree on a search deal for the first time since their “break-up” in 2004 after Yahoo developed their own internal ad-serving systems. While many would wonder how this deal will work as Yahoo also have a deal with Microsoft, it seems that won’t be an issue for Yahoo as Google will be able to serve on a possible 49% of Yahoo’s inventory on desktop compared to Microsoft’s 51%, although there is no cap for Google when it comes to mobile. The deal will see Yahoo receive a percentage of the gross received from AFS ads which will be served on all Yahoo Properties excluding Europe, where Google is currently fighting an anti-trust action by The European Union. To learn more about the ins and outs of the deal. Read more.
Check out our previous Mid-Weekers to keep up with the latest trends in the Programmatic World