New Standards Around Native Units Mean Big Opportunities for Publishers
Kirk McDonald, President at PubMatic, discusses why there needs to be set standards for Native content so the units can be widely shared and sold programmatically. Watch video.
AdRoll Release New Report On Retargeting Trends Across Europe
AdRoll have released a brand new report based on the responses of over 250 European marketers combined with AdRoll retargeting campaign data from over 4000 European advertisers. According to AdRoll, European marketers are becoming more like analysts, using technology and data to react to always-on consumers in real time. The findings of the report seem to confirm what many advertisers already knew, retargeting is here for the long term.- 88% of European marketers report that retargeting performs equal to or better than other search.
- 64% of marketers plan to increase retargeting budget in 2015
- The number one marketing objective of retargeting is brand awareness (60%), followed by driving sales (57%) and customer retention (51%).
Discrepancies Persist In The Question Of Viewability
Now that the MRC has defined what is required for a digital ad to be deemed viewable, advertisers want to transact media buys on that metric. Surprisingly, publishers are also keen on conducting transactions based on viewability as many see an opportunity to charge advertisers premium prices for guaranteed ad impressions. While the straight-forward definition has been welcomed by both the buy and the sell sides, Dave Marquard, director of product management & publisher products at Integral Ad Science, points out why a number of discrepancies arise from this set definition. He argues that viewability is measured differently by the buy side and the sell side and these dual systems of measurement will always lead to contention unless a single system is made. Read more.
Mastering The 3 Pillars of Mobile Advertising
Programmatic meteoric rise means it looks set to become a $20 billion industry by next year, with mobile ranking as the number one opportunity. Growth in the mobile ad market is being driven by the sheer amount of consumer data available and advertiser’s increased ability to glean actionable insights. The challenge for advertisers is sifting through the mountains of data to find the right data to improve performance and increase campaign ROI. In order to get in a position to take advantage of the rapidly evolving environment though, advertisers need to master three pillars of mobile performance advertising: technology, data and services. Read more.
Why Mobile Programmatic Is The Next Frontier
It seems inevitable that Programmatic would spread to mobile. Mobile has shown staggering growth year on year and it is predicted that over 2 billion people will be using smartphones in 2016 while Programmatic looks set to become a $20 billion industry. Combing the two is not as easy as it seems though and many marketers are failing to overcome what seem to be insurmountable hurdles, namely the absence of cookies on mobile. This challenge seems to be reflected in recent IAB findings which show that although over 75% of marketers consider Mobile Programmatic important, only 27% had actually bought mobile ads programmatically. MarketingLand columnist, Alex LePage, makes the case for persisting with Mobile Programmatic and outlines the alternative solutions marketers need to employ to enjoy the full potential of Mobile Programmatic as it looks set to play a leading role in connecting with customers for years to come. Read more.
Marketers Using Programmatic For Brand Campaigns
Almost two thirds of marketer use Programmatic for brand campaigns rather than direct response according to a brand new report from eConsultancy. The results of the report also show that, on average, 40% of Programmatic spending goes towards branding campaigns, with marketers expecting a 37% increase in their Programmatic Ad Spend by 2017. The detailed report, published in partnership with Quantcast, is based a survey of more than 100 senior marketers from across the UK and US, as well as interviews with influential digital professionals working for brands, agencies and vendors. Read more.
Publisher Alliance Pangaea Set to Expand in Coming Months
Back in March, The Guardian and four other UK publishers announced they were forming a Premium Publisher Coalition called Pangea. This coalition would be a shared scheme to pool first-party data for ad buyers to target their combined 110 million users in a “programmatic” or automated fashion. Beet.TV caught up with Guardian global revenue director, Tim Gendry, as part of their Road to Cannes video series in an informative interview detailing the success of Pangea’s beta testing and plans for the future. Gendry reveals that the Pangea Alliance plan on expanding and welcoming new members a mere 6 weeks after being formed. Read more.
