6 Step Guide To Programmatic Direct
Programmatic Direct is growing exponentially, and it is expected to account for over 40% of all programmatic ad spend by 2016, according to the following AdReady infographic.
This guide will how you the six simple steps you need to follow to take full advantage of this automated ad-purchasing process. Read more.
5 Principles For Making Programmatic Creative Work
The ‘good ol’ days’ of advertising are over and the linear process of marketing to consumers is now an outdated model. This is the opinion of AdExchanger columnist Peter Minimum who feels that this is not necessarily a bad thing. He argues that there is a new dialogue between customers and advertisers whereby the two are becoming equals and co-creating the meaning of a brand together. Programmatic creative means advertisers now have the capabilities to deliver the long-promised goal of “right ad to the right person at the right time.”, as long as they master 5 key principles. Read more.
Scaling Programmatic A Priority For Advertisers In 2015
Media owners have pinpointed the scaling of programmatic advertising as a priority in 2015 according to a brand new Exchange Wire study. 43% of publishers indicated that their biggest priority for 2015 is improving and growing their programmatic strategies. This article points to new publisher alliances like Pangaea as examples of publishers acting on these priorities as they respond to the concerns of the buy side, where nearly a quarter (23 per cent) of the agencies and brand advertisers surveyed in the group cited viewability, transparency, verification and fraud as their top concerns. Read more.
Finding Creativity In The Age Of Programmatic
Some have classified programmatic as the “death of creativity,” but this couldn’t be farther from the truth. The industry is becoming more aware of the creative opportunities that programmatic has to offer. Programmatic grants advertisers even greater ability to apply data and target people with relevant, creative and compelling messages as they browse the web. This article argues that programmatic can actually help creativity blossom as long as companies don’t overwhelm creative people with the stuffy data and terminology thrown around in meetings. Brands and their agencies need to make a more disciplined and organized commitment to training creative folks on programmatic technology and not keep it ghettoized within media teams.Read more.
The MRC Issues First Guide On What Is A Mobile Ad Impression
The MRC have attempted to bring greater clarity into the mobile advertising world by issuing their first guide on what criteria needs to be filled to be considered a ‘mobile viewable’ ad impression. According to the initial guide from the MRC, a mobile ad impression follows the same criterion as an ad on desktop or display ads. Over 50% of the ad must be viewable for two consecutive seconds before it can be considered an impression under the new guide, otherwise it will be known as a loaded ad and not count towards ad impressions. This is a big first step by the MRC as they hope to release more guides by the years end.
Read more.
Programmatic Mobile Video Getting Its Legs
Marketers are still in the process of learning and perfecting mobile advertising, video advertising, and the art of using programmatic technologies according to this article by Mediapost. Mobile marketing has been tipped to be the fastest growing category of digital media spend this year and the programmatic buying of mobile video in particular, has seen certain companies report rises of over 13 billion impressions between November 2014 and January 2015. Regardless of this impressive growth, mobile marketing is still an imperfect landscape with reports showing that the revenue generated via mobile is not in concordance with the page views mobile drives. Read more.
