Programmatic Should Focus on the Inventory That Has Not Been Automated
B. Bonin Bough, SVP, Chief Media and eCommerce Officer at Mondelēz International, discusses why we should be focusing on the 80% of inventory that has not been automated. Watch Video.
The State Of Facebook Advertising In Western Europe: eMarketer Report
Usage trends and advertiser attitudes are favourable toward Facebook in Western Europe according to a new eMarketer report. Detailing a comprehensive look at Facebook’s global ad business.The report, Facebook Ad Spending Outside North America: Trends for 2015 and Beyond, found that 100% of European agency executives interviewed said their client Ad Spend was increasing, with Facebook’s massive scale and its efforts to prove the effectiveness of its ads cited as the two main reasons for growth. The report shows that the growth of Facebook advertising in Western Europe is very similar but at a smaller scale to North America with Facebook ad revenues in Europe rising 59.9% to reach $3.13 billion compared to North America where Facebook ad revenues grew by 66.6% to $5.29 billion. The report shows that while the growth in Western Europe is promising, Facebook still faces two significant challenges: the segmentation of the market and significant challenges from government regulators. Read more.
Programmatic Is Now Worth Close To £1 Billion and Doubles For Mobile
Programmatic Ad Spend accounts for nearly half of all display ads in the UK and is worth close to £1 billion, according to a study released on Monday by the IAB.
The IAB’s “Media Owner Sales Techniques” study reveals 45% of display ads across the internet were traded programmatically last year. This is up from 28% in 2013. Total Ad Spend for display was £2.13 billion last year, with Programmatic accounting for £960 million.
Tim Elkington, the IAB’s chief strategy officer, estimates Programmatic will account for 80% of digital Ad spend by 2018 as it expands beyond being simply used as a direct response tool. An impressive statement considering Programmatic’s role in digital ad buying has grown from virtually zero to nearly half of all transactions in just five years. Read more.
Google Loses Long Term Search Partnership To Microsoft’s Bing
In a new 10-year search-and-advertising alliance, Microsoft will transfer the majority of its display ad business to Verizon-owned AOL. Additionally, AOL will end its long-standing search distribution relationship with Google in order to accept Bing search and ads on all its mobile and desktop properties – giving Microsoft an additional 1-2% of search market share taken directly from Google.
The deal means AOL are now in charge of both hand-sold and Programmatic ads in nine of Microsoft’s largest markets, and across its entire media portfolio. It has been speculated that AOL could receive between 20% and 30% of ad revenues generated by sales of Microsoft inventory. From AOL’s point of view, the deal represents an opportunity to increase its digital advertising clout at a time when considerable power is accruing to Google and Facebook.Read more.
Second Party Data About To Go Mainstream
For two decades, ad tech has heavily depended on third-party data aggregated by vendors across multiple websites and offline sources. The benefit of using third party data is that there is an abundance of it but it is often based on suggestions of consumer behaviour rather than the facts that can be derived from first party data. First-party data is far more reliable but it is scarce and can be hard to interpret. Additionally, if you’re not an internet giant like Amazon or eBay, your data will fall short of the scale needed for sophisticated strategies and personalisation strategies. This has led to the conversation switching to second-party data, which is essentially someone else’s first–party data. This allows trusted partners to share first-party data meaning they can get quality and reliable data at a greater scale than they could using their own personal data. It is hard to deny the benefits of this type of data when a 2015 survey of brand marketers by Econsultancy found that 77% of marketers that reported the highest returns on their data-related investments are currently leveraging second-party data. Read more.
The Insightful Media Series – A Guide to Audience Extension
What if you could reach the premium audience of a particular website without having to pay the premium price of an ad on that site? This is a reality thanks to Audience extension, an application of behavioural advertising. Audience Extension allows advertisers to target a website’s high intent audience across the web, meaning advertisers can advertise to a responsive audience at a lower cost and publishers can generate revenue from their web traffic. In this edition of the Insightful Media Series, we delve into the topic of Audience Extension, discussing how it works, why you should use it and what the future holds. Read more.
5 Steps To Jump Starting Your Programmatic Strategy
It has to be assumed that the majority of marketers are directly or indirectly using Programmatic or at the very least have heard of it (Why else would you open a newsletter rounding up the latest Programmatic news). For those who haven’t or are just beginning though, Programmatic can seem quite bewildering and is approached with nervousness. This complex technology that seems to finally fulfil the advertising industry’s dream of targeting the right ad for the right person is all the rage but the terminology used causes confusion. Take a look at our Guide to understand how Programmatic works and read more to see the 5 key steps to get started. Read more.
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