GroupM Ad Ops Chief on Ad-Blocking: Industry Challenges and Solutions
Joe Barone, Ad Ops Chief for GroupM, speaks with Beet.tv about the current state of Ad-Blocking and how GroupM and many other companies within the industry are reacting to reports that ad-blocking is affecting 16-25% of traffic in the US. Watch the Video.
UK Retail Ecommerce Sales To Reach £60 Billion This Year
According to eMarketer’s latest forecast, UK Retail E-commerce sales are set to reach £60 Billion in 2015. This impressive figure, helped by a strengthening economy and massive growth in smartphone-based buying, means the UK will remain the global leader in retail E-commerce. The forecast also predicts further growth in m-commerce as the rising popularity of smartphones continue. Bigger screens and better experiences now mean consumers no longer view smartphones as tablet’s poor relation when it comes to online shopping. That said, tablet use for online shopping will continue to grow and follow the massive year on year growths that seen m-commerce sales more than triple over the last two years. Read more.
Mobile to Claim 70% of Programmatic Display Market
Once again, all the signs point to mobile domination, with eMarketer predicting that mobile will claim the lion’s share (70%) of programmatic in 2016. Programmatic has enjoyed a stellar rise in the last two years with programmatic accounting for more than half of the display advertising market. And as display advertising increasingly makes the move towards mobile, so will programmatic. The growth of mobile has also been astonishing with reported growth of 243.4% last year, and eMarketer predicts this growth to continue with the spend of programmatic mobile display to double to $8.36 Billion this year. With Programmatic display growing at a frightening rate and mobile set to claim the lion’s share, the onus is on marketers to overcome the prevailing issues with mobile sooner rather than later. Read more.
If Data is a Commodity, The Premium Goes To Creative
There have been many articles over the past 6 months that have called for a greater co-operation between data and creative. At the moment, creative needs to be more involved in the conversation around programmatic media. According to IAB President and CEO Randall Rothenberg, as programmatic evolves, it will require greater collaboration between creative agencies, media agencies and a host of other suppliers. Creative agencies need to be fully integrated into the programmatic process. The benefits of this mean that programmatic will become even more dynamic and relevant to audiences. Theoretically, niche content could be created for niche audiences faster than ever, dynamic content can be created for different stages of the customer journey and what some would argue to be the most important benefit, campaigns could be tweaked on the fly. These so-called benefits could quickly become necessities when one considers the unprecedented levels of ad blocking and somewhat bad reputation the advertising industry has made for itself among online users. Read more.
10 Strategies to Optimise Your Retargeting
Retargeting is one of the most popular techniques in the online advertising industry. Retargeting allows advertisers a second chance at getting users to convert, a necessary option when you consider that on average, more than 80% of the visitors to your site will not convert. The issue for many advertisers though is that they are not using Retargeting to its full potential. Poorly done retargeting is one of the main culprits in the rise of Ad-Blocking and is why many consumers view advertising as creepy instead of relevant. In a bid to help avoid the negative connotations associated with retargeting, Kissmetrics outline 10 of their most successful strategies that have seen them achieve their best results from paid advertising. Read more.
UK Video Programmatic Set To Quadruple By 2020
Programmatic online video advertising is set to become a £2bn industry across Europe by 2020, according to new research by the IHS. Programmatic online video has grown almost twenty-fold from €22m to €375m by 2015. This growth will continue at a rate of 38.7% over the coming years that will see more than half of all online advertising video in Europe be generated programmatically. The study reveals that the UK is the leading market for programmatic video advertising in Europe, generating more than one-third (36.1%) of all programmatic video revenue in Europe in 2015, closely followed by France, Germany, Italy and Netherlands. Read more.
5 Takeaways for The Future Of Programmatic
Continuing the recent theme of mobile and programmatic, The Drum have published an interesting article in which it claims that programmatic trading and mobile are now at a crucial juncture. Programmatic has gotten to the point that is no longer the future of how digital media is traded but the here and now of how it is traded. With this in mind, The Drum sat down with some of the leading figures from DSPs, agencies and trading desks to discuss mobile programmatic and the 5 key considerations for the future of programmatic including the options available to agencies, the greater emphasis on creative and who will win the battle between open or closed ad exchanges. Read more.
Be sure to help us out by sharing our content on Social Media
Get the Latest Programmatic News Every Week Directly to Your Inbox
