An Interview with AOL’s VP of Product Strategy, Mike Treon, on the Future of Advertising
Silicon Republic catch up with Mike Treon, the man behind AOL’s surge in advertising and drive towards Programmatic, to discuss all things Programmatic including What it is, the future of advertising and why he thinks Programmatic will soon be the industry standard.
80% Of Mobile Marketers Using Location-Based Targeting
A new survey from mobile ad platform xAd has revealed that the majority (80%) of mobile marketers are already using location-based targeting in their mobile ad campaigns. The company, which surveyed 574 ad agency executives and marketing decision makers from across the globe, found that mobile marketing was a top priority for almost a third (27%) of the respondents with a further 42% stating it was a significant aspect. One of the most striking findings in the report though was the fact that marketers were using location history instead of real-time location as a way to reach specific audiences. Location history makes it easier for marketers to bucket their audience into simple segments which is a method many are using as they struggle with the inability to measure ROI and campaign performance on mobile. Read more.
Physical Store Location Remains the Dominant Touchpoint in the Consumer Journey
UK shoppers are more digitally engaged than most other countries, but the digital aspect of their retail journeys have been shown to be just one part of the bigger picture. According to a report from shopper research firm Shopcentric, PCs and laptops were used by a massive 90% of UK smartphone owners. However, physical stores remain the most popular touchpoint with 95% of respondents stating that they visited the physical store at one point of their journey. While this may not come as a surprise to some, it helps to serve as a reminder to many marketers that the role of the physical store is still the dominant factor in the consumer journey and tracking this journey as well as measuring ROI and conversion rates is far more complicated than some would believe. Read more.
Instagram Mobile Ad Revenues Set To Hit Near $3 Billion By 2017
The popularity of Instagram is plain to see, but its financial picture has been harder to make out for many marketers. The picture is now a bit clearer thanks to eMarketer and their new projections that put the Facebook unit in a most flattering light. By 2017, Instagram will have global ad revenues of $2.81 Billion, a higher net mobile display ad revenue than both Google and Twitter. eMarketer suspects that this rapid growth, which will see Instagram rack up $595 million across the globe in mobile ad revenues this year, is primarily down to the host of new ad products which allow for greater targeting and measurement as well as the ability to buy ads via API. Of particular interest to marketers hoping to advertise on Instagram is access to the full slate of Facebook advertising tools including Facebook Custom Audiences, which would make the move to advertising on Instagram seamless for advertisers familiar with Facebook’s advertising deck. Read more.
US Programmatic Ad Revenues Hit $10.1 Billion in the US – New IAB Report
The International Advertising Bureau (IAB) issued its first revenue report on programmatic display ad revenues in the US on Monday. The comprehensive report revealed a number of findings including that more than half of all display advertising revenues in the US in 2014 were generated via programmatic trading and online programmatic display drove $10.1 billion in revenues in the US last year. Of this $10.1 billion generated, roughly 80% was generated by banner ads while mobile and video formats split the remaining revenue between them. What marketers should take particular notice of is that 70% of the Programmatic revenues came through open auction although there are shifting trends that suggest private markets will play a more prominent role in the years to come. Read more.
Debunking the Myths Around Real-Time Bidding
Mimosa Namuvodska, Social Media Manager at Bonadza, a global programmatic advertising platform, dispels some of the common misconceptions about Real-Time bidding in this short blog post. There are various myths and misconceptions about the meaning, use and definition of Real-Time Bidding and Namuvodska works her way through each one to cut the clutter and reveal the truth around common myths including whether RTB equals Programmatic, the quality of RTB inventory, the KPIs being used to measure and the fear that automation will remove human workers from the equation. Read more.
Infographic: Q1 Programmatic Mobile Insights
NinthDecimal, the leading mobile intelligence company, announced the results of its latest report on mobile programmatic advertising this week. The report reveals that advertisers on average purchased 11.5 more ad impressions per campaign than the previous quarter and there has been a 36% increase in advertisers using mobile programmatic compared to the Q4 of 2014. The report, compiled into a useful infographic shows that the leading spenders in mobile programmatic are the tech and CPG industries while the Retail, Big Box and Auto industries were the forerunners during the holiday seasons. Read more.
