Facebook Launches Instant Articles
Facebook have launched their Instant Articles initiative this week. The initiative will allow the Facebook app to host publisher articles so they load immediately rather than forcing someone to click out and wait for a website to load. The initiative will launch with some of the biggest publishers in the world including Buzzfeed and National Geographic as partners.
Why Retailers Are Buying Into Programmatic
For retailers aiming to reach today’s multichannel consumers with consistent messaging across channels, programmatic marketing can help. And based on recent research, those using programmatic are happy with the results. A recent study conducted by WBR and MediaMath found that more than two thirds of U.S retailers that invested in programmatic intend to increase investments this year. Meanwhile, data from a study by IgnitionOne found that U.S retailer’s programmatic display ad spending rose 26% year over year in Q1 2015. Read more.
Viewability: A Currency not a Metric
Viewability of ads has become a hot topic of late with one of last week’s top stories, the MRC releasing the first of many guides as to what constitutes a mobile ad impression, proof that there is a growing divide between the buy side and the sell side over what criteria needs to be filled to register a viewable impression. In this article, Will Doherty, VP of business development at Index Exchange, argues that buyers and publishers should start looking at viewability as a currency rather than a metric. He disagrees with the idea of a single standard for all but rather promotes the idea that Exchanges will need to become the neutral facilitators between buyers and sellers and support all currencies to allow both sides to create deals based on a common and agreed-upon tender. Read more.YouTube Ads More Viewable Than Standard Video Ads
A recently released report from Google claims that just over half (54%) of all video ads across the web are viewable compared to YouTube’s (91%) average viewability rate. The release of the viewing figures was expected following Google’s investment in TrueView formats for brand advertisers which sell on a cost-per-view basis. The report revealed some interesting insights into the online video platform’s viewability with Google claiming YouTube inventory was close to equally viewable on mobile devices (94%) as on desktop (87%). Viewability for non-YouTube video inventory on desktop was 53%, while non-YouTube mobile and tablet inventory rose to 83% and 81%, respectively. Read more.Using Programmatic To Drive Loyalty and Engagement
Digital marketers spend a large amount of time on prospecting and retargeting potential customers. It is a natural thing for marketers to do this as acquiring new customers is important and programmatic is extremely well suited to the task – but often marketers overlook the opportunity to better engage with existing customers. These customers could probably be recurring buyers or perhaps be convinced to stay loyal to a brand before even thinking of switching to a competitor. This article argues the point that Programmatic has evolved to become more than a lead and traffic generating method and now can be utilised by marketers to form a dialogue with existing customers. By providing your current customers with a better digital experience and showing them your loyalty, your organization can reduce attrition, drive cross- and up-selling, and grow their loyalty. Read more.
Why Creativity and Automation are The Perfect Match
Brand advertisers are embracing creativity and automation through rich media solutions and programmatic trading. This is the conclusion of Martin Stockfleth Larsenm, CMO at Adform, after Adform recently released their European RTB Trend report for Q4 2014. The report has shed light on the state of Programmatic advertising in Europe with some of the key stats being:- 250 per cent increase in Programmatic spend across Europe in 2014
- 650 per cent increase in spending for brand solutions (rich media formats) in 2014
- Q4 2014 Programmatic Ad Spend: 72.62 per cent on desktop, 14.22 per cent on mobile inventory and 13.16 per cent on tablet
5 Tips For Quality Traffic On Your Programmatic Campaigns
Programmatic Trading is showing a steep growth curve and with such radical growth there will be serious challenges and mistakes are bound to be made. Quality traffic is the differentiator for successful Programmatic campaigns. To ensure quality traffic and leads, companies need to effectively deal with fraudulent traffic and ad fraud before it can affect their campaign metrics. This short article from BizCommunity provides the expert’s advice on how to run an effective Programmatic campaign and avoid beginner pitfalls in 5 quick tips. Read more.
Verizon Set to Join Internet Elite With Purchase of AOL For $4.4 Billion
Verizon are set to buy AOL in a major Media and Ad Tech expansion. The deal will vault Verizon into the Media and Ad Tech sectors and will allow Verizon to enter into a ‘three-screen relationship’ with customers through television, mobile and desktop. The move is the latest and most aggressive incursion into the Digital Ad Space by a telco and will firmly place Verizon into direct competition with the internet’s elite players, Google, Facebook, Yahoo and Microsoft as they claim to touch 70% of all connected digital traffic, across more than a billion PCs, TVs and mobile devices. Read more.
Check out last weeks Mid-Weeker for more Programmatic news
