The Constraints of Mobile Video Will Breed Greater Creativity
Chia Chen, EVP at DigitasLBi, discusses mobile video, and how the constraints of the format will lead to creativity in the industry. With the introduction of silent autoplay video, Chen expects advertisers to develop new and more inventive ways of telling a story without relying on sound in such a small timeframe. Watch Video.
The 6 Pillars Of Programmatic Ad Buying Strategies
Ryan Bowermaster, VP of Product at Predictive Social Intelligence Company Blab, spoke to Marketing Dive about what he considers the six pillars of programmatic that marketers should consider when creating their campaigns. For Bowermaster, programmatic is inherently still a ‘human’ activity as creativity cannot be automated. He argues that programmatic is first and foremost a tool of efficiency, the more tedious activities are taken care of through automation, leaving agencies with more time to focus on the creative. He stresses that this is why programmatic is so important, the time-consuming and tedious jobs are taken care of which gives advertisers more time to work on their creative and ensure they’re creating the right ads for the right consumers.Read more.
Ad-Blocking Surges to Unprecedented Levels
Adobe and PageFair, a Dublin-based ad block solutions company, unveiled new research on Monday that claims there are almost 200 million active ad-block users worldwide, representing an estimated $21.8 billion loss globally to online publishers in 2015. The effect of this loss has hit certain countries and industries more than others. Central and Eastern European countries have always dealt with high rates of ad-blocking with an estimated 25-35% of users using ad-blocking technology while the percentage of active ad blockers in the UK and the US saw massive increases this past year of 48% and 82% respectively. These figures should be of concern to both publishers and advertisers who must address this issue sooner rather than later, lest they want to see even more key audiences effectively disappear.Read more.
Programmatic Mobile Video Booms In First Half Of 2015
Many advertisers see mobile video as the future of advertising and recent figures from SpotXchange seem to confirm this. SpotXchange, a programmatic side supply platform, recently released an update from the first half of 2015 reporting strong growth in mobile video and forecasting even more. The update reveals that mobile video has seen a boom in parallel with the rise of programmatic. This boom has seen an 800% increase in spend on mobile video in the first half of 2015 which has led SpotXchange to increase its spend on mobile video to 20% compared to 4% the same time last year. Mike Shehan, SpotXchange CEO, predicts that spend could rise even further to 50% in the next year as publishers become more familiar with the technology and make greater use of Private Market Places. Read more.
Publisher’s Programmatic Revenues To Increase Dramatically In 2016
AdExchanger have released the second report of their two-part series covering the state of programmatic media. The report, released last week, which is AdExchanger’s largest study to date, reveals some interesting statistics regarding the current state of programmatic for publishers. Nearly a quarter (24%) of publisher respondents report that more than 40% of their revenues currently come from Programmatic, an increase of 8% since last year. A further 66% expect 20% of their revenues to come from programmatic within the next 12 months with that number expected to increase as programmatic inventory is predicted to expand substantially in the next year. However, the report does warn that it is not all sunshine and rainbows for publishers, Programmatic still faces significant challenges as it expands across multiple devices with publishers citing ‘vendor complexities’ or cross-device as the major hurdle they will have to face in 2016. Read more.
Clearing Up the Confusion Around Google And Alphabet
Google shocked the world on Monday when it announced a major overhaul of its operating structure. Under the new plan, Google and its multiple divisions will now become subsidiaries of an umbrella company called Alphabet, with Larry Page as CEO. According to Page, the move was made by to allow each subsidiary company to operate independent of each other and allow them to each develop their own particular brand. Experts believe the move was made to offer more clarity on the different areas of its business. This move allows the founders to see which areas of the business are doing well while at the same time giving space for some of their more ambitious projects to breathe. Read the statement from Alphabet CEO Larry Page here.
The Ins and Outs of Search Retargeting – The Insightful Media Series
Search retargeting is a type of behavioural retargeting that finds an audience based on cookies left by search engine queries. While standard search advertising places advertisements on the results page of search engine queries, search retargeting shows display ads to a user that has left the search results page to pursue other online activities. Learn more about this underrated technique in the latest instalment of the Insightful Media Series where we delve into how Search Retargeting works, why you should use it, and what the future holds for a retargeting technique that will be an integral part of an intent marketing category that is set to exceed $35 billion globally in 2015. Read more.
*Featured Image Credit to Marketing Week, Edited by insightful Media.
Be sure to help us out by sharing our content on Social Media
Subscribe to our mailing list to get the latest Programmatic news directly to your inbox
