Video Ads Should Match User Experience or Risk Being Tuned Out
According to Pierre Chappaz, 70% of pre-roll video ads are ignored, a statistic that shows how important it is for a marketer to keep the end user experience in mind when creating ads. In this clip, Chappaz speaks of alternatives to the pre-roll ad that can be effective at getting a message across. Watch video.
US Digital Media Ad Spend Report: Mobile Growth Boosts Digital Ad Spend
Business Insider’s new report on the US ad industry predicts that the increase in mobile ad spend will lead to increased digital growth overall, with traditional ad spend suffering. The compound annual growth rate of digital ad revenue is 11%, while traditional ad revenue CAGR has slowed to just 0.4%. Mobile ad spend is set to overtake digital across both display and search platforms. By 2017 we can expect to see mobile display ad spend overtaking its desktop equivalent, and by 2019 mobile search is projected to take over desktop. Digital video is the fastest growing channel with a CAGR of 21.9%, followed by social with 14.9%. Read more.
How do you Measure Success in Native?
At present, marketers do not share a common way of defining success in native advertising. In a bid to tackle the problem, this article presents a way to measure success by monitoring both time spent with the ad in view, and the scroll activity of the user. While time-based metrics alone are not able to give a clear indication of the user’s attention, combining this with scroll metrics allows for an insight into the attention that a user is giving a native ad. The article goes on to explain the different aspects of scroll activity, namely scroll initiation, scroll depth and scroll velocity. These metrics should be a key consideration for marketers that are running native ads. Read more.
Advertisers Slow to Spend on Mobile Games despite the Large Audience
The mobile gaming audience is huge, but advertising spend has yet to catch up, according to a recent eMarketer report. This report predicts that 63% of the US population will be mobile gamers by 2019, a massive market that is sure to attract advertisers. However, the user’s interaction with a game means that brands have to be careful in how they advertise on the gaming platform. Ads that simply pop-up during play are highly disruptive and frustrating for the user. Instead of interrupting the gameplay with an ad, the advertisers will enjoy better results if they come up with creative ways of incorporating the ad into the gameplay. By creating native ads that enrich the user’s gaming experience, the brand can not only get its message across, but also put itself forward in a positive light. Read more.
How Programmatic is Bringing Back B2B
Up until recently, B2B has been weary of programmatic and over-reliant on traditional media as a means of getting their message across. However, there is set to be increased programmatic and native spending by B2B businesses as 2015 sees B2B media marketing budgets reach post-recession heights. Up until last year, 70% of B2B media revenue was from trade shows and print, but this is set to change as publishers develop their ad tech and look to diversify their offerings. Read more.
Programmatic Display Spend Increased by 33% Year-on-Year in Q2
Research by IgnitionOne has shown that programmatic spending is up 33% in Q2 of this year, compared to the same period in 2014. Retargeting continues to grow, and spend is up 45%. Furthermore, the report breaks the data down into separate industries, retail, auto and travel, and found that the auto industry increased their programmatic spend by a huge 94% compared to Q2 of last year. Read more.
Apple Pay Could be a ‘Game Changer’ for Marketers
Apple Pay is launching in the UK this month, and will no doubt make its way to Ireland in the near future. This could mark the beginning of a transformation in purchase behaviour, one which will make more consumer data available to marketers. If Apple Pay is widely adopted and Apple shares its data with marketers, online spend and in-store spend can be matched, meaning that ads can be targeted to the individual based on both types of spend. Read more.
Check out last week’s Mid-Weeker for even more Programmatic News
