EMEA > Brand

25 March 2014 in ExchangeWire EMEA 1 Comment

The Rise Of Multi-Screen, And Why ‘Last-Click’ Has To Go

mouse-clickThe consumer shift towards accessing the web on multiple devices, plus the (albeit nascent) emergence of connected TVs, has prompted advertisers to transition towards a more holistic model of campaign optimisation, and addressing how they attribute their media spend.

The key to unlocking this potential treasure chest of brand campaign spend (traditionally the reserve of more established outlets such as TV, or outdoor), appears to be in the clever collection of data, and accuracy of campaign management.

But poor media planning, and more importantly, naïve attribution modelling is condemning the programmatic sector to the peripheries of many media plans, and a certain amount of ridicule among some. ExchangeWire consults sources from leading programmatic advertising companies to examine how they aim to help evolve brands’ attribution strategies, and embed themselves more firmly on their media plans.
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19 March 2014 in ExchangeWire EMEA 3 Comments

Why Machines Can’t Totally Replace Humanity

Matt AdamsMatt Adams, DigitasLBi, deputy head of media, UK, employs a recent example of airline ads appearing next to stories about the missing Malaysian aircraft to explain that while technology and data may drive efficiency and sophisticated targeting, human sensitivity remains essential.

Fifteen years ago I was a junior exec in the marketing department at Harrods. I remember the colour draining from my face when, flicking through the daily newspapers to check some ads had gone out to print, I noticed our back-to-school uniform ad appearing next to a story on a national tragedy involving the death of many school children. Needless to say the wrath that ensued was not pleasant, and fortunately it’s not one I’ve encountered again to this day.
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13 March 2014 in ExchangeWire EMEA 0 Comments

How Sky Is Using Data To Win Back Advertisers, And Take The Fight To Online Interlopers

sky-iq-logoJeremy Tester, Sky Media, director of insight, reveals plans for the further roll out of the broadcaster’s data-driven, insight and audience buying tools Sky IQ and AdSmart, as it aims to counter web-based interlopers that increasingly rival them for prominence on advertiser’s media plans.

Online video is one of the growth areas of online advertising, with a recent IAB report shows that it registered 24% year-on-year growth in the first half of 2013.

Programmatic players are all lining up to take their share of the takings, with AOL’s Adap.tv, DataXu and Yume all announcing recent product launches to take their share of brand advertising budgets. But traditional broadcasters, notably BSkyB, are arming themselves with data-driven advertising tools to underline their place at the top of the advertising milieu.
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18 February 2014 in ExchangeWire EMEA 3 Comments

Why The ‘Good Internet’ And Programmatic Premium Will Cut Out The Rotten Core Of Digital Advertising

original.rottenCiaran O’Kane, ExchangeWire global editor, reflects on how a ‘good’, or brand safe, internet can help advertisers and publishers reap the rewards of programmatic-buying, and tackles rampant inertia over click fraud, plus the lurking threats to the agency model status quo.

As I disappear into the ether for three weeks without phone, laptop, or internet. I thought I’d lay bare some of the observations I’ve had around some critical problems that continue to plague and indeed jeopardise the growth of digital advertising globally. Thanks to some brave reporting by Mike Shields and the insight from the ‘bot brain trust’ at spider_io we know that a good chunk of our industry is built on lies and indeed fraud.
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12 February 2014 in ExchangeWire EMEA 0 Comments

How AOL, Google And Yahoo Are Jockeying For Larger Brand Budgets

PremiumThe race to woo further lucrative brand advertising budgets to programmatic channels continues to heat up, with Google striking a deal with ComScore to improve real-time campaign measurement data, as the resurgent AOL commits to opening more premium ad inventory to third parties.

Google and ComScore yesterday (11 February) announced a deal to give advertisers improved real-time insight into how ad campaigns booked on its DoubleClick ad platform are performing across screens.

The deal will see Google integrating Comscore’s Validated Campaign Essentials (vCE) ad measurement product into its DoubleClick offering, which improves advertisers ability to optimise campaigns as they happen.
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11 February 2014 in ExchangeWire EMEA 2 Comments

How Will Marketers Buy And Sell Media in 2020?

vidWhat will it take to win in 2020? Looking six years into the future of digital media is no easy task, argues Scott Ferber, Videology, CEO.

Three years ago, who could have predicted that 40% of all US brands would use programmatic buying platforms as our recent online advertising survey showed? And today, many major agency holding companies are projecting that within the next three years, 30 to 50% of all media buying will be automated.
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5 February 2014 in ExchangeWire EMEA 0 Comments

What Media Buyers Want From Mobile Programmatic

mobile-advertisingMobile proves to be the next big frontier for the online advertising business as a whole and the programmatic sector will be no exception, but the opportunity comes with its challenges. ExchangeWire spoke to some of the industry’s leading mobile specialists to assess what’s needed to spur the next wave of growth.

The last four weeks alone have seen a wave of activity suggesting mobile programmatic will be one of the key developments of both sectors in 2014.

Arguably, the foremost announcement in the sector has been the launch of Weve’s mobile display offering, which involves three of the country’s biggest mobile operators collectively bid to monetise the vast swathes of data they hold on 22 million mobile phone subscribers.

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4 February 2014 in ExchangeWire EMEA 0 Comments

How Google’s Latest Financial Filings Presents Both Challenges And Opportunity For Ad Tech

Google gifGoogle’s recent financial results were nothing short of exceptional, despite reporting decreases in its average cost-per-click- (CPC) it was still able to post double-digit increases in revenues. It takes a special kind of company to do so.

There has been a stream of positive white papers and industry reports highlighting the growth of the programmatic ad market, and indeed the future outlook for the sector is largely positive, but are there signs in Google’s numbers that a big change is imminent in the market.

So with the Silicon Valley giant recently announcing a string of limits to its formerly ‘free’ online marketing tools, ExchangeWire examines how Google’s fortunes are indicative of the challenges facing the rest of the industry.
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3 February 2014 in ExchangeWire EMEA 0 Comments

Xaxis Continues Expansion With Bannerconnect Acquisition

Xaxis.LogoWPP trading desk Xaxis has built on its ambitious European expansion strategy, announcing the acquisition of Bannerconnect for an undisclosed fee, just days after it formally unveiled its Brand Suite to the UK advertising market.

Xaxis announced the acquisition (the total purchase price has not been shared publicly) earlier today (3 February), claiming the pairing enables it to fully integrate Bannerconnect’s proprietary targeting technology into the Xaxis audience platform. Bannerconnect’s technology will also be used across trading desk initiatives within GroupM after the acquisition.

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29 January 2014 in ExchangeWire EMEA 3 Comments

Weve Bids To Woo Brand Spend To Mobile With Verified First-Party Data

weve46_460Weve, the joint venture (JV) company between the three-largest UK mobile operators, has lifted the lid on a mobile display ad pilot with Tesco as the participating brand, as the industry’s move towards mobile devices gathers pace.

Weve – a joint venture between EE, Telefonica’s O2 and Vodafone – has announced a three-month trial that will see it serve display ads on mobile web pages and apps to its 22 million-strong subscriber base (80% of the addressable market).
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