SMG’s CEO Laura Desmond Discusses The Three Biggest Ad Trends Of 2015
Laura Desmond, CEO of SMG, discusses the biggest and most exciting trends affecting advertising and communication today with Beet.tv . Watch Video.
80% Of Internet Traffic Will Be Online Video By 2019
Cisco, the world’s leading IT company, has released a report which predicts a massive surge in global video Internet traffic in the next five years fuelled by global increases in Internet users, personal devices and machine-to-machine connections, faster broadband speeds, and the adoption of advanced video services. Cisco’s Visual Networking Index report forecasts that online video will account for 80% of all IP traffic by 2019. The results of the report show that the US and China look set to be the highest traffic generating countries with 85% of America’s Internet consumption being dominated by online video. This domination of online video is of great interest to the marketing industry as the report predicts that daily internet traffic is set to grow three times as large by 2019, which is exciting news as advertisers continue their move towards online video and the increasingly large revenues it will yield. Read more.
Why ‘Buy’ Buttons Will Pose Big Challenges for Internet Giants
A year ago, the idea of shopping directly from Google, Pinterest, Twitter or Facebook wasn’t even a consideration but now these companies are hoping it becomes one of the hottest Internet trends of the year. Within the last 11 months, all four of these massive digital platforms have announced plans to either test or introduce some version of a “Buy” button. These Goliaths of the internet are hoping to convert their social networks and search platforms into shopping centres. Even with all their influence though, there are still major challenges that have slowed their progress down, namely integrating inventory and payments systems from retailers big and small that have little experience selling stuff outside of their own storefront. On top of that, the success of the buy button depends heavily on how they get the retail industry to join them and whether they can convince retailers that they won’t steal their customer relationships and banish them to become glorified warehouses. Read more.
How Ad Tech Should Deal With Ad Fraud
Ad fraud is a billion dollar industry and as Programmatic ad buying grows, unfortunately so will Ad fraud. The figures are concerning to advertisers:- Up to 50 percent of publisher traffic is bot activity.
- $6.3 billion of the digital advertising industry will be based on fraudulent activity in 2015.
- Between 3 percent and 31 percent of programmatically bought ad impressions were found to be from bots, with an average of 17 percent.
Mobile Programmatic Growing As 91% Of Marketers Up Spend
As Cisco forecasts that 80% of all Internet traffic will be online video by 2019, it is worth noting that 91% mobile ad-buyers have increased their Programmatic spend in 2015, according to a new survey and research report from Millennial Media. The company interviewed 137 advertisers during the first quarter of 2015 and pulled campaign data from its exchange for the report. Looking at data collected from its exchange, Millennial says that the number of programmatic mobile video ad requests grew an average of 1.5% per day during the first quarter of 2015 with three-fourths (74%) of those surveyed said they are investing in Programmatic mobile video, up from 51% last year. Of those who said they are investing in Programmatic mobile video, 79% said they would dedicate part of their budget towards private marketplaces which is 23% more than this time last year. Read more.
Mobile-Optimised Travel Sites Are Critical in the UK – eMarketer Report
UK consumers are no strangers to researching and booking trips online so it should be no surprise as eMarketer estimates that there are 28.3 million travel researchers in the UK, representing 67% of the internet user base. Based on research by ComScore, the results show that this group is going increasingly mobile as 61% of this group go on to book their travels online with 10.3 million being mobile-only, according to research conducted by ComScore. These results highlight the importance of mobile-optimised browsers for UK travel sites as it reveals that over two thirds of mobile users visited sites through their browser rather an app with an even higher percentage (81%) of users doing so on Tablets. Read more.
Programmatic Creative Across Devices: The Opportunity And The Challenge
There has been a resurgence of Dynamic Creative optimisation tools and greater interest in the exciting new mobile formats like full-page takeovers and native ads. As Dynamic Creative’s popularity has risen, Ad Exchanger has approached leaders in the Programmatic Creative space to see what they feel are the opportunities and challenges for Programmatic creative and cross-device. While many industry leaders cited greater control and transparency as the major benefit of Programmatic creative, they feel that the industry is struggling to deal with a number of challenges including measuring on mobile, identifying unique users and most concerning to old school advertisers, an over reliance on machines. Read more.
Check out last weeks Mid-Weeker for even more Programmatic News
