David Gould on Integrating Programmatic Buying into Agencies
David Gould, Global Digital Managing Director at SMG, talks with Beet.tv about integrating Programmatic Buying capabilities within their agencies rather than have it be siloed. Watch Video.
Monster Funding Round Marks The Return Of Email Marketing
Email marketing firm LiveIntent has announced a major funding injection of $32.5 million as it seeks to bolster its global footprint. LiveIntent, which matches publishers’ and advertisers’ respective data bases to serve more relevant ads to audiences via email, announced the funding round, which will be used to both make enhancements to its technology platform, plus bolster its growth outside of its US base, beginning with the UK. LiveIntent is attempting to position itself as a ‘people-based’ marketing services, as opposed to an ad tech play, with email as its chosen medium, as opposed to the retargeted display ads on offer from much of the ad tech firms seeking investment. Recent surveys have revealed that across almost every demographic surveyed, email was the preferred way to communicate with companies and Matt Keiser, CEO of LiveIntent, believes that ‘Email is the most popular application on mobile’. Read more.
5 Steps Programmatic Branding Must Take To Reach Its Full Potential
Recent articles claim that 2015 is the year that Programmatic Branding is going to take off yet it could be argued that it has already — with a number of brands, publishers and tech providers successfully delivering high-impact formats, expandable units and page skin creatives programmatically across multiple devices. For the last year, Programmatic has been led by Pre-Roll video with Rich Media becoming the perfect alternative choice to the traditional network buy. The majority of Ad Spend outside major broadcasters is now Programmatic but this growth is hindered by the lack of genuine premium supply and the reluctance of some broadcasters to trade Programmatically. This article outlines the 5 steps Programmatic Branding needs to take to overcome these hindrances and reach its full potential. Read more.
Big Data’s Big Impact on the Future of Advertising
As technology undergoes a revolution with new and different mediums constantly appearing, advertising is enjoying a sort of renaissance, according to Mitch Barns, CEO of Nielsen. Barns believes that technology has allowed advertising to cut the fat and become more precise. He argues that the reason for this renaissance of advertising is down to data, not just big data but the right data. This real time meld of data, technology and analytics has allowed manufacturers to identify, with extraordinary precision, what mix of advertising will most contribute to their brands’ growth prospects. Barns argues that the future of advertising will be driven by data, not just any data but the right data, in the right form, handled in the right manner. Read more.
In Defence of Retargeting
Retargeting, or rather clumsy retargeting, has become the poster boy for all that is wrong with the Programmatic advertising sector. Constantly bombarding users with the same ad for what seems like an eternity because they have shown the faintest bit of interest in a company’s service or product has led to retargeting getting somewhat of a bad reputation. While consumers and many within the advertising industry are unified on how they feel about retargeting, this article asks: Why is it still popularly used? The answer is that for all the complaints about retargeting, it evidently produces results. The real problem with retargeting is how it is approached and this article discusses what advertisers need to do to effectively use Retargeting without annoying potential customers. Read more.
Facebook Rolling Out Significant Upgrades To Ads Manager & Power Editor
Facebook Advertisers will soon see major enhancements within their ad interfaces. Big improvements are coming that will increase the relationship of ad creation and editing with data and metrics as well as the usability and searchability within an account. Facebook’s Ads Manager will see much needed improvements in reporting with ad metrics finally being included in the tool allowing marketers to see performance, audience and placement results. On top of that marketers will now be able to save and send reports all from the one tool. Power Editor will be upgraded with a larger layout with an edit pane for extra efficiency as well as enhanced search. The new layout will allow for advertisers to have more working space for quicker ad editing. Read more.
Social Media Accounts for largest share of Mobile Internet Time in the UK
UK adults now spend more time on mobile than desktop and recent research finds that this holds true for internet usage in general. According to a March 2015 study by comScore, smartphones (41%) and tablets (15%) combined accounted for 56% of internet time among users while apps accounted for the largest share of UK time spent using the mobile internet, at 81% of the total, vs. 19% for browsers. What were these users doing on mobile? eMarketer reports that Social Media accounted for the largest share of UK mobile users time at 31% which is more than double the shares for entertainment and media which were tied in second and miles ahead of news which placed third.
Read more.
Rubicon Project Say Mobile Now More Than 20% Of Programmatic Ad Spend
Ad tech giant Rubicon Project says mobile Ad Spend on its platform increased more than 1,300 percent in the two years between Q1 2013 and Q1 2015. Mobile now makes up more than 20% of the spend on the Programmatic platform, up from just 3% two years ago. The company says it expects mobile managed revenues to surpass $200 million this fiscal year. While the escalation is a sign that advertisers are embracing mobile, it’s more significantly a sign that Rubicon’s investment in mobile Programmatic technology is paying off which is big news for marketers as mobile’s share of the Programmatic pie is expected to surpass that of desktop as early as this year. Read more.
(Note: Featured Image thanks to Crimtan, edited by Insightful Media)
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