The Programmatic and Direct Worlds Are Converging
Beet.tv caught up with the newly rebranded SpotX’s platform and global supply SVP, Sean Buckley, to discuss the reason behind the rebranding and why he believes that the Programmatic and Direct worlds are working more closely than ever to make the relationship dynamic between customers and buyers change for the better. Watch the Video.
Programmatic Buying: The Disconnect Between Reality and Expectations
Eddy Chan, marketing technology leader at Kimberley – Clark APAC, discusses one of the less talked about challenges marketers and brands struggle with when it comes to Programmatic; connecting the reality of the situation to their pre-conceived marketing expectations. Chan warns marketers against wanting Programmatic revolutionise their marketing campaigns overnight, he instead advises marketers to realise that at the start, it has to be bite sized. Too often he feels brands and marketers overwhelm their audience with a massive transformation. Speaking atMarketing’s inaugural Performance Marketing 2015 forum, Chan believes that in order to integrate Programmatic, Senior management have to push for it and must first evaluate their own capabilities first, and then embrace the fact that Programmatic is a fast paced environment where the only way to learn is to fail first. Read more.
Facebook Set to Challenge Google’s Dominance of the US Mobile Market
A new eMarketer report predicts that Facebook is now on track to take in roughly $12.14 Billion in mobile revenue in 2017. This will come as troubling news to Google who are still leading the mobile ad industry but are seeing Facebook’s mobile growth outpace theirs in the last year. eMarketer expects Facebook to grow their share of the overall digital ad market to rise by 3% in the next two years while Google is looking at losing almost 5% of their market share in the same period. The report believes Facebook’s unique targeting capabilities and embrace of video formats have helped them begin to properly challenge Google on the Digital Ad front. Facebook also has another ace in the hole: Instagram. The monetization and growing popularity of Instagram will be a huge advantage for Facebook in their challenge to Google and eMarketer predicts that by 2017, Instagram will have grown its ad revenues to $2.39 Billion, nearly 4 times its size this year. Read more.
Programmatic Display Is The New Norm For Ad Spend, As UK Budgets Reach £2.5 Billion
Only a few months after Business Insider reported that US Programmatic reached a tipping point in terms of digital ad spend, the UK has now followed suit. eMarketer report that the media industry has already reached the tipping point in terms of Programmatic trading in its first break out of the UK media sector, which also notes that mobile is now the dominant platform in display ad spend. According to eMarketer, Programmatic display ad spending will reach £2.5 Billion in 2016, with 70% of total UK media budgets spent on the ad format. This will be music to the ears of Programmatic traders who have seen the initial hesitancy around Programmatic replaced with an overwhelming embrace of automated trading in the last two years. Read more.
Facebook Start Testing On Immersive Mobile Ads
After teasing the concept to creatives at Cannes Lions in June, Facebook began testing on a new immersive mobile format last week. The ads will work very similar to Facebook’s Instant Articles but instead of editorial content, an ad will be shown. The ads look like normal sponsored posts in the newsfeed but once tapped, they open full screen and allow the user to flip and scroll through text, photos, videos and other content. This format should be very appealing to advertisers and brands as they are effectively interactive versions of a website that are native to Facebook. Gatorade, Mr.Porter, Michael Kors and Carrefour are just a number of the brands that have already signed up to this exciting new format. Read more.
Programmatic 101: Defining Whitelists and Blacklists
There are several nuances within the Programmatic world that affect both the buy side and the sell side. One such example is the implementation of whitelists and blacklists. Whitelists and blacklists affect both publishers and advertisers but have slightly different meanings for both. For advertisers, a blacklist identifies which sites it does not want its ads to appear on while a white list determines the only sites it does want its ads to appear on. For publishers, similar reasoning is used but on the opposite side of the coin, so publishers use whitelists and blacklists to determine what type of advertisers they don’t want on their site and determine the only advertisers they wanton their site. This is a must read for any players in Programmatic advertising who wants to know the ins and outs of these lists and optimise revenue. Read more.
Hubspot Infographic: The Science Behind Why Native Ads work
Native Ads, along with Programmatic, have been taking the online advertising industry by storm the past two years. Native ads, which BI Intelligence predicts to be a $21 Billion industry in 2018, has been proven to do nearly five times as well as such standard formats as banner advertising. The massive backlash to annoying and irrelevant banner ads has led to frightening rates of Ab-Block users and has led to brands and advertisers turning to alternatives, Programmatic and Native. As brands, advertisers and even publishers are falling head over heels for Native Advertising, Hubspot investigated and produced an interesting infographic explaining the neuroscience behind why Native Ads perform so well and how to optimise your ads to reach a content-hungry audience. Read more.
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