Privacy Concerns Slowing Ad Targeting In Europe
Through the eyes of an American advertiser, Europeans are far more concerned about how ad targeting may impinge on their personal data. This is the opinion of Ashley Swartz, CEO and Founder of Furious Corp, as she speaks with Beet.tv about all things data privacy and the reasons she believes Europe is lagging behind the US in Ad Targeting. Watch the Video.
Can ‘Out-Steam/In-Read’ Videos save Mobile Advertising?
Online video advertising is in high-demand yet most publishers don’t have enough video ad space to sell. Mobile consumption is reaching unprecedented levels yet mobile revenues are lagging. These issues along with viewability are the three major challenges facing mobile advertising. Two ad-tech companies, Virool and Teads, are looking to pioneer a relatively new solution, which they call ‘Out-Stream video’, also known as ‘In-Read’ video. These videos, which offer an elegant and respectful option for brands, are primarily shown on prominently text-based web pages rather than the typical ‘In-stream’ videos which primarily run before or during other video content on web pages and video players. Out-stream videos automatically run on pages between paragraphs once users reach a certain point on the web page. The ads, which are mute until a user interacts, aim to be less intrusive to users and have been embraced by advertisers who like the fact that they only pay for videos that have been seen. Read more.
Google Launches Native Ads In Gmail To All Advertisers
Google announced yesterday (02/09/2015) that they are set to introduce new native ad formats to Gmail. In 2013, Google rolled out initial native ads in Gmail that looked like a regular email at the top of the inbox. For the most part, this option was seen as an unobtrusive way of displaying ads, but has now been improved and made easier for all advertisers to buy through Adwords. The changes made from the initial formats mean these ads will now be seen on desktop and mobile. The initial ad will collapse on default and then expand to a full page native ad once clicked. Google have also added in the option to ‘Forward’ or ‘Save’ these ads meaning advertisers now have the potential to reach an even larger audience with their initial ad that can feature images, videos., forms and call to action buttons. Read more.
Why Media Owners Are Turning Towards Private Marketplaces
Hulu, the premium streaming site, has recently announced a partnership with Facebook and Oracle to offer automated ad capabilities on its site via a private marketplace. This move by Hulu is indicative of a wider trend in the industry as media owners and publishers seek to prevent the commoditization of their inventory. This move is welcome news to advertisers as they will be able to track and adjust their campaigns in real-time thanks to Oracle’s data management platform, while Hulu maintain it will be able to better serve their viewers as they will only be served ads that relevant to their tastes, particularly important when you consider Hulu’s video ads are unskippable. The move towards private marketplaces has become increasingly more popular among publisher sites as advertisers look to address the issues surrounding viewability and publishers look to increase their online revenue streams by charging premium rates for their inventory. Read more.
How To Hit KPIs On Mobile Programmatic And Mobile Video
Mobile has been somewhat of a hot topic lately, particularly with recent reports predicting that mobile is set to overtake desktop and account for more than half of all digital ad spend. Major brands such as Audi are reporting dramatic improvements on engagement through mobile. The other side of this chatter has been the discussion on the major challenges facing advertising on mobile, namely the measurement of campaigns on apps and the challenge of tracking the effect of mobile advertising across various channels. Personagraph, an audience data company, give their take on the situation and outline some advice for how they think brands and advertisers can overcome the obstacles presented by mobile. Read more.
Personalisation Driving Engagement and Conversions
The calls for the greater personalisation of ads have been growing steadily in 2015. The rise of Programmatic and the concern growing over ad-blocking numbers mean advertisers are now looking towards targeting users at an individual level with ever more relevant ad content tailored to them alone. While there are many challenges associated with personalised content and creative, the rise of programmatic is driving greater usage of it. This will be seen as welcome news to advertisers as eMarketer report that the personalisation of content and creative is driving 56% higher engagements and 43% more conversions compared to generic advertising. Read more.
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