Infographic: The 4 Groups Marketers Value Most – Turn Report
On average, marketers are spending over 500% more on millennials than all others combined. Turn decided to do some research into this high-priority audience and reveal the 4 key groups that make up the ‘Millennials’ and how to reach them. Check out the infographic here.
Google Adds Programmatic Support For Native Ads on Mobile
Talk about getting the top 3 buzzwords of the industry into a headline.
Google has made a major announcement this week by allowing its publisher customers to expose native ad inventory in their mobile apps to buyers on the DoubleClick Ad Exchange. The long-expected move is likely to bring a flood of new advertiser dollars to native ads whose “native programmatic” buys have been largely relegated to Facebook, Twitter and the small crop of ad tech vendors that have sprouted up in this space. “Native has been a huge focus of ours for a while now, and there are several pieces that have to come together to make this work at scale programmatically,” said Jonathan Bellack, director of product management who oversees DoubleClick for Publishers and the DoubleClick Ad Exchange. Read more.
New Report Shows That Blocking Bots on Video Ads Can Increase Brand Engagement by 22%
Videology, a leading software provider for converged TV and video advertising, and White Ops, the leader in online fraud detection for digital advertising, have recently released the findings from a new whitepaper entitled “Eradicating Bot Fraud: The Path to Zero-Tolerance.” This report, a joint project conducted by the two companies, is designed to help advertisers better understand the issue of ad fraud in video advertising and the viable options available to fight back against this $7 billion problem. As part of the report, Videology ran an analysis of cost vs. performance on two campaigns with identical inventory, with and without the Videology/White Ops bot blocking technology. The results of the analysis revealed that the campaign with bot blocking in place improved brand engagement rates by 22% more than the campaign with bots still present, at a cost increase of only 2%. Read more.
Western Europe Digital Ad Spending Increases at Three Times Rate of Total Media – eMarketer
Digital ad spending in Western Europe will grow at about three times the rate of total ad expenditures during eMarketer’s 2015-to-2019 forecast period. Overall, spending on digital platforms in the region will increase 9.1% in 2015 to reach $35.25 billion, and pass $45 billion within four years, according to the new report, “Western Europe Digital Ad Spending: Uneven Growth Across the Region.” Western-Europe is the second largest digital market in the world after North America and the report unsurprisingly shows the UK as the standout performer. The report shows that, despite the optimistic predictions that the Eurozone would be well on its way to economic recovery by the end of 2015 failing to materialise, digital spending continues to grow strongly. Read more.
Why Programmatic And Real-Time Will Save Digital Outdoor
The advances in outdoor advertising have been coming thick and fast this year and the channel is ripe for digital innovation according to this article from Mediapost. Despite the channel’s obvious potential, the author argues that Digital Outdoor advertising is in risk of fading away Free YouTube Downloader as the switch from standard posters to digital and TVs has been somewhat underwhelming. He feels DOOH advertising will only reach its full potential when the technology is available for brands to buy slots automatically on a screen-by-screen basis. He feels that all the signs point to a programmatic future for DOOH and that Programmatic DOOH ads could, in fact, be an advertisers dream. The potential is there for serving the right ad for the right person at the right time in the right place. With the recent announcement that Google is testing DOOH advertising through Doubleclick, the author would seem well justified in suggesting that there is a Programmatic future for DOOH and that future could be sooner than we imagine. Read more.
Channel 4 Launches Its Own Premium Programmatic Exchange
Channel 4 is making another assertive move into the programmatic market, this time opening up a premium video programmatic exchange. Through its Premium Video Xchange, all advertisers can run more personalized campaigns across all devices and platforms on which All 4 runs. Research has shown audiences are migrating back from mobile to the big, shared screens, whether it be on Samsung TVs, Xbox or Sony PlayStation consoles, or set-top box proposition YouView. So that’s where Channel 4 intends to place its programmatic offering. Channel 4 also have plans to expand their new PMP in the future to encompass other premium publishers, perhaps as a rival to Pangea? Read more.
10 Steps To Improve Your Programmatic ROI
This year alone, nearly $21 billion will be spent on programmatic ad buying, according to a forecast by Magna Global. With this magnitude of investment, advertisers are feeling pressure to justify the costs. As advertisers sweat over campaign performance, AdAge has published an article this week delving into where they’re going wrong with programmatic and 10 steps they can take to boost programmatic campaign performance including:- Integrating the creative team into the programmatic process.
- Stop taking ‘data-driven marketing’ so literally and,
- To bet small and experiment, experiment, experiment.
Sky Media Partner With Videology To Develop New Programmatic Video System
Sky Media has announced a technology licencing partnership with video advertising platform Videology to develop a programmatic video system. The partnership will see the two companies develop a brand new digital inventory system which will allow Sky to better manage its inventory and control the frequency exposure across multiple platforms. Deputy Managing Director of Sky Media, Jamie West, said Videology’s “expertise both in digital inventory optimisation and cross-screen campaigns” were behind the decision to form the partnership. The development of the programmatic, cross-screen video advertising platform is expected to be ready by early 2016. Read more.
Check out our previous Mid-Weekers to keep up with the latest trends in the Programmatic World
