How Programmatic Advertising Works
Acuity Ads explain all you need to know about how Programmatic advertising works in this short 2 minute video.
100% Mobile Viewability Set to Become a Reality
Mobile Ad viewability has been a hot topic of late following the release of an interim guide by the Media Ratings Council (MRC) as discussed in a previous Mid-Weeker. A mere two weeks after the MRC released their guide, 3 separate mobile media sellers have announced their intention to offer a 100% viewability guarantee on mobile inventory. That is not to say that 100% of these companies mobile inventory will be viewable but rather that buyers will only ever pay for ads that were 100% viewable according to the MRC’s guidelines. While this guarantee may look like it will lead to lost revenue for mobile media sellers, Andrew Bradway, senior director of business development at Millennial Media argues this will be counterbalanced as he expects advertisers to pay a premium for 100% viewable ads. Read more.
Facebook: Quietly Killing The Remarketing Industry
Facebook launched a new product called Dynamic Product Ads (DPAs) which essentially means the beginning of the end for the hundreds of tech companies who have built their businesses around remarketing. Facebook’s recent acquisition of Tellapart, one of the best and most valuable privately held remarketing companies, means retargeting companies are likely to see the world’s largest source of retargeting inventory cut them out as Facebook bids to remove the middlemen and more than double its own revenue. This move can be seen as good news for advertisers though as retargeting is consolidated with other marketing initiatives to become less costly and more transparent. Read more.
European Mobile Networks Plan To Block Online Advertising
Several Mobile Operators plan to block online advertising on their networks in a bid to force Google into giving up a cut of its revenues, reports the Financial Times. One European carrier has reportedly planned to block Mobile ads on its network by the turn of 2015 and many others look set to follow suit in a move that could have a devastating impact on the Online Advertising industry. Mobile Operators are seemingly frustrated that digital media companies are profiting from their high-speed networks without having to invest in the infrastructure behind it and hope to force Google to the negotiating table in a risky move. Read more.
Programmatic Mobile Video Campaigns Jump 81% in Q1
According to an article by Mediapost, one of the underlying factors that contributed to the Verizon-AOL deal is the potential for Programmatic Mobile Video advertising at a massive scale. Verizon sits on a treasure trove of mobile data, and AOL’s ad tech ace is its programmatic video offering.
Videology, a Programmatic Video Ad Platform, recently released new data which helps show why Programmatic Mobile video has become such a draw for companies. In their quarterly update, Videology says the number of Programmatic Video campaigns running on mobile devices increased 81% from Q4 of 2014 to the first quarter of 2015. They also reported that the number of cross-screen video campaigns has also increased while Tubemogul has also noted similar trends in their report which shows Mobile Ad Spend through their platform has grown 500% year on year. Read more.
Video Is Consuming The Digital Ad Industry
The rising demand for video is driving Digital Media companies to grow video’s scale and overall inventory levels according to Daren Trousdell, CEO at OneUp Sports. This demand also means publishers will now have to become even more innovative and resourceful to capture the elusive attention of consumers as competition grows. Trousdell argues that video’s growth within the industry is quite staggering as eMarketer predicts video will grow from $6 billion this year to $12 billion by 2018. He believes that this growth, which will see more than two-thirds of marketers and agency executives increase their digital video ad budgets in the next 12 months, can be attributed to new device capabilities, apps and 4G data plans and there is very little evidence to suggest that is going to slow down anytime soon. Read more.
Retailers Leading the Way in Digital Ad Spend
Digital Ad Spending in the US will total $58.61 billion this year, and retailers’ ad outlays will comprise 22.0% of that figure, or $12.91 billion—by far outpacing all other industries—according to new figures from eMarketer. This new data comes from eMarketer’s fourth annual addition of ‘The Digital Ad Spending Benchmarks By Industry’ series which has also revealed that Retailers will spend nearly twice as much as any other industry on mobile advertising in 2015. The retail industry’s outlay will represent 23.2% of the $28.72 billion that advertisers in the US will spend to reach consumers on mobile devices this year. Read more.
3 Overlooked Retargeting Tactics For Retailers
As retailers continue to lead the way in Digital Ad Spend in America and across the globe, it is essential 
that they are aware of the different tactics and approaches that can be used to optimise their campaigns to reach new and existing customers. Search Engine Journal addresses this challenge in an article in which it outlines three of the lesser known but highly effective retargeting tactics including Custom Audiences, Audience Segmentation and YouTube Retargeting as methods that can help drive far higher rates of conversions for retailers in the online marketplace.
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