Data Can Unlock Creativity
Pippa Glucklich, CEO of SMG London, talks with Beet.tv about how data can actually unlock greater levels of creativity. Watch Video.
Report: 70% Of Budgets Have Shifted From TV To Programmatic Video
Programmatic Buying is taking off with widespread use in both the UK and the US. The extent of this growth has been astonishing as it has been revealed that almost 70% of respondents have moved some of their budget from TV to Programmatic video in the last year. The Programmatic Video Pulse 2015 survey, conducted by Unruly, questioned 1000 senior brand and agency marketers across the UK and the US and found that the biggest draw for Programmatic is the ability for emotional or psychographic targeting while viewability is noted as the key measurement for Programmatic campaigns for marketers. Read more.
Why Facebook Is Killing YouTube In Video
Facebook may have only started getting serious about video last year but they have proven they’re quick learners as they now record 4 billion video views per day – on par with YouTube who took 10 years to do so. 70% of videos on Facebook this year were uploaded directly to Facebook, as opposed to being links back to YouTube, compared to just 25% last year as Facebook makes its move to become the leading digital video platform. The article credits Facebook’s seamless integration of video into the melting pot of content on Facebook’s newsfeed, rather than being separated into a separate channel, as the main factor for Facebook’s rapid growth as a video platform. The author believes that YouTube is stagnating as it suffers from the same mind-set as traditional newspapers, which place videos into a kind of “other” category rather than a seamless mix of content. Read more.
Publisher Challenges In A Programmatic World
Buying and selling display ads programmatically is continuing to grow, with a survey, conducted by Infectious Media earlier this year, showing that three quarters of marketers plan to increase Programmatic Brand Spend in the next six to 12 months. Despite this, Programmatic trading is still seen as uncertain territory for many buyers with viewability and ad fraud being cited as their main concerns. Programmatic also poses major challenges for the sell side and Alex Kuhnel, chief operating officer of Kantar Media TGI, identifies the three key issues publishers face and offers insights on solutions Publishers could use to overcome these obstacles. Read more.
Does Programmatic Work For Branding?
As Programmatic continues its domination of online advertising, it is being increasingly used for various purposes beyond display advertising. Many marketers have doubted whether Programmatic can be used effectively for branding but recent reports suggest that a majority of marketers are happily adopting this method. While eMarketer estimates that Programmatic digital display ad spending will reach 55% of total digital display Ad Spend this year, research conducted by Econsultancy, has found that Programmatic branding adoption is relatively high with spending to increase in the coming years. This research is complimented by a recent report that shows 62% of marketers have ran Programmatic advertising campaigns for branding objectives . Read more.
Twitter Embraces Direct Response – An Interview With Twitter’s VP of Online Global Sales
Twitter, along with all of its competitors, are starting to come to grips with the fact that branding is hard to measure. Performance is where the dollars are and Twitter have ecstatically embraced this with their big money acquisitions of MoPub, TapCommerce and Tell Apart. Take a look at AdExchanger’s interview with Richard Alfonsi, Twitter’s VP of Online Global Sales and the man leading Twitter’s charge towards direct response, as he discusses Twitter’s plans to provide new value for advertisers and the possibility of adding a ‘Buy Button’ to Twitter. Read more
A Simple Guide to Remarketing
Have you ever been to a website for the first time and then noticed in the following days and weeks that ads for that website or its products seem to pop up and follow you wherever you go? This is because you were being subjected to remarketing (also known as retargeting) which is a hugely successful approach to online marketing that allows advertisers a second chance at converting potential customers. Website visitors who are retargeted with display ads are 70% more likely to convert on your website. With this in mind, TopSourceMedia, have created a short and simple guide on remarketing, explaining how it works and the benefits remarketing can have for your business.Read more.
What Verizon – AOL Merger Tells Us About First-Party Data
The analysis of the implications of the Verizon – AOL merger seems never ending but this article written by Mediapost, argues that many experts are focusing too much on the short term and midterm implications and are missing out on Verizon’s main motivation for pushing the deal. The author, Joe Stanhope, argues that while the short term and midterm implications of the deal were factors in driving the merger, the most important and long-term implication from the deal is Verizon’s valuation of AOL’s vast consumer data which he believes led them to pay over $3 billion more than what many experts believe AOL was worth.
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Check out last weeks Mid-Weeker for even more Programmatic news.
