Speaking to ExchangeWire, Josh Speyer (pictured below), CEO, AerServ, discusses the changes mobile publishers can focus on to make it easier for TV dollars to move into the channel, and what traditional TV media buyers need in order to feel more receptive to embracing mobile video.ExchangeWire: Mobile advertising has been one of the top reasons for expanded digital video budgets. What kinds of systems and processes are TV media buyers using now that can be potential challenges (and opportunities) for [...]
Given the well-documented inadequacies of single-touch attribution models that can lead to poor distribution of budget across channels and partners, there are smarter models that can help marketers increase their ROI through more informed budget allocation, Greg Endean, Managing Director UK, Sociomantic, tells ExchangeWire.Where is attribution heading?
Given the interactive nature of digital marketing, better tracking and analytic tools have emerged, enabling marketers to more accurately analyse and allocate marketing spends. Today’s more advanced advertisers have moved beyond optimising for the [...]
Out of the challenges publishers face, being technically prepared for the complexities video presents is at the top of the list for such a valuable revenue channel. Dvir Doron (pictured below), CMO, Cedato, speaks with ExchangeWire about the importance of tightly integrated technology and the advantages of video header bidding.ExchangeWire: What are the key pain points for publishers in the video marketplace?
Dvir Doron: Video definitely represents the most promising revenue opportunity for publishers these days, and is probably [...]
Marketing budgets are being sustained at a robust rate, but Brexit, political uncertainty, and rising inflation are impacting financial prospects, reveals Q2 2017 IPA Bellwether, released this Wednesday (19 July).Report highlights
– Largest expansion in marketing budgets for just under a year
– Optimism regarding company financial prospects lowest in four-and-a-half years
– Industry financial prospects turn increasingly negative
– Modest growth in ad spend predicted in 2017 before stagnation in 2018
The Report, which has been conducted [...]
There’s data everywhere, no doubt about that. However, how useful is this data to marketers and are they making the most of what it can offer them? Colin Grieves, managing director, digital marketing and media services, Experian, believes 2017 signals change for the way information is used. Writing exclusively for ExchangeWire, Grieves explains why data at the point of interaction is the future.
The connected world we live in today brings exciting opportunities. The next few years will be pivotal to [...]
There’s one definitive way to address the issues surrounding brand safety and transparency, but the industry’s not set up to deliver it, says Simon Stone, commercial director, Collective.
Unsurprisingly, with the issues surrounding Facebook and YouTube in recent months, there’s growing concern among advertisers over brand safety and a call for transparency in terms of exactly what kind of content their ads will appear next to. This is driving a shift in thinking about digital advertising.
Years ago, when I started out [...]
Today (19 July) global analytics technology company, Media iQ, has announced a significant investment round from private equity firm ECI Partners, for an undisclosed sum. The deal will see ECI take a minority stake in Media iQ to drive accelerated growth across the company’s three core areas of focus: commercial, product, and people. ExchangeWire spoke exclusively with Media iQ co-founders, Gurman Hundal and Lee Puri about the announcement, why they felt this was the right move for their business, [...]
Digital advertising is booming in terms of growth, but is struggling to personalise ads effectively. This is stagnating performance and undermining the industry, says Cablato Founder and CEO, Adrian Pearmund (pictured below).
If you take a look at the recent Advertising Expenditure Forecast from Zenith Global, it looks as if everything in the digital ad garden is rosy. The respected report reveals that digital ad spend will grow by 13% to top USD$205bn (£159.3bn) in 2017. Zenith Global also [...]
Through adding a whopping 5.2 million total subscribers, versus the company forecast of 3.2 million, Netflix soared past Q2 growth targets, both on the domestic and international fronts.
The company was rewarded with an 8% rise in stock price in the immediate aftermath of its earnings report, hitting an all-time high in after-hours trading.
What caused Netflix’s growth to surge?
“In Q2, we underestimated the popularity of our strong slate of content which led to higher-than-expected acquisition across all major territories”, Netflix wrote [...]
In order for publishers to be competitive and drive revenue for success, as well as for marketers to better engage with their consumers, viewability of high-quality, scalable advertising continues to be important to both. Dave Jacobs (pictured below), COO, 33Across, explains that while viewability standards in the industry are being addressed, there is more work to be done to include time in-view to drive the highest engagement for marketers.ExchangeWire: What does 33Across do and what are some of [...]