Ari Lewine, of TripleLift, discusses “What Native Programmatic Means Today”
Why Cross-Device Programmatic Advertising Is Ready to Take Off in 2016
With technology catching up to demand, marketers are predicting that 2016 will be cross-device programmatic’s greatest leap forward. Hotel chain Red Roof Inn, and social video gamer Zynga, are both enjoying success with cross-device advertising. Matt Westover, VP of product marketing at ad-tech player Turn, disclosed that a major luxury automotive client retargeted viewers across three devices – mobile, tablet, and PC – and got a 15 percent higher commission rate compared to if they were just reached on a single screen. The increased benefits of cross device programmatic advertising has further shown an increase in budgets geared towards mobile programmatic with brands such as Red Roof Inn doubling down on cross-device targeting, lifting its mobile ad spend to 40 percent from 20 percent. Read More.
It’s Not ‘If’ You Should Adopt Programmatic, But ‘How’
Speaking at OpenX’s ‘school of programmatic initiative’ the Exchangewire’s Lindsay Rowntree has a sit down with Gumtree’s Tom O’Donnell to discuss the company’s successful adoption of programmatic technology. They discuss how Gumtree has adopted programmatic due to its ability to increase yields by leveraging their data and audience, thus driving up performance and allowing them to charge higher prices. O’Donnell goes on to outline the benefit of programmatic to Gumtree stating that “increased revenue is the simplest way to sum-up the benefits we have experienced”. When asked as to how the company integrates programmatic within their direct sales operations, O’Donnell states that the key is education with them having spent much of 2015 educating their sales team on programmatic. It is important that the sales team and the programmatic system work with, and not against, each other. The final word from Gumtree was simply that it’s not a question of if, but rather how companies should be adopting programmatic. Read More.
UK Marketers Switch on to Mobile Programmatic
A recent study from the Internet Advertising Bureau UK concluded that 66% of mobile marketers are well “clued in” about the practice of using programmatic to buy Smartphone inventory. This comes on the back of the percentage increase in mobile being substantial when compared with desktop/laptop. In 2013 the percentage of total programmatic digital display ad spending stood at 35.1 and 64.9 for mobile and desktop/laptop respectively. Compare this to the forecasted figures for 2016 and the percentages stand at 58.7 for mobile versus 41.3 for desktop/laptop. With these figures in mind it is apparent that more digital mobile marketers may need to get up to speed with programmatic in order to stay relevant in the industry. Read More.
‘If programmatic is to thrive, then all facets of the industry have to talk to each other’
Phil Duffiela, head of advertising, international, at AOL discusses what the IAB’s latest OpenRTB updates mean for Programmatic creativity, consumer choice, and tech interoperability. The OpenRTB updates he speaks of include “a myriad of improvements” including ‘skippable’ video ads and support for digital audio, resulting in a great user experience. Duffiela notes that one of the biggest takeaways from this latest OpenRTB is how it will further enable everyone across the industry to work together to advance the effective delivery of programmatic. Read More.
Sky Invests $10m in Programmatic Ad Tech Specialist DataXu
Sky has invested $10 million in DataXu, a Boston-based software company that specializes in programmatic ad tech. Sky Media, the broadcaster’s ad sales arm, will use DataXu’s capability in the development of Sky Advance. Sky Advance, which was launched in October 2015, can deliver sequential advertising to viewers on video-on-demand and online. It is the latest example of Sky taking equity shares in companies in recent years, with Mike Baker of Data Xu stating that “DataXu and Sky have strong alignment on the future of programmatic and advanced television; and this investment ensures our two companies continue to learn and grow together”. Read More.
