28 November 2012 in ExchangeWire EMEA
You wake up. You check your mobile phone. You see an advert for that tasty Toyota model you’ve been checking out recently.
On the way into work, you’re playing Angry Birds on your tablet, and the mobile ads alongside show more tempting ads for that car. One in particular offers a test drive. You click it because you’ve got a free weekend coming up and it might be fun to try. Meanwhile an electric billboard goes past the train window showing the number of people who have requested a test drive: the number ticks up by one…
On the commute home your phone buzzes. It’s the local car dealership. The test drive’s all ready for the weekend. That night, on your app-enabled smart TV, you see an ad, with your name on it, asking you which options you’d like to add to your prospective car – what colour, what interior trim, what personalized IP address you’d like it to have…
This is what data-driven advertising will look like. By harnessing data and super-smart algorithms, advertising will connect audiences to products, no matter which channel or device they’re using. The technology is RTB, and mobile could be where it really starts to prove itself.
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Global Desk Editor16 July 2012 in ExchangeWire EMEA
smartclip, the multiscreen and brand advertising platform, and LG Electronics announced on Friday that smartclip will monetise all ad inventory on the LG Smart TV Platform across Europe, Russia and Australia. The partnership with LG Smart TV offers advertisers a range of branding possibilities, enabling brand marketers to extend their reach to new audiences with these new smart devices and engage with them on additional levels through the TV screen.
The agreement between smartclip and LG Electronics will give advertisers access to the entire ad inventory on the LG Smart TV Platform, ranging from pre-roll and banner ads to unique and interactive ad formats, aiming to enhance the viewer’s experience as well as offering targeting opportunities via ad-serving technologies. Advertisers who jump on the bandwagon hope to be at the forefront of digital advertising as early adopters of the new Smart TV technology. The controlled environment of the LG Electronics Smart TV Ad Platform also claims a completely brand safe experience with efficiency and accuracy.
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Global Desk Editor11 July 2012 in ExchangeWire EMEA
Rhys McLachlan is Head of Corporate & Business Development (UK) Videology Group/TidalTV. Here he discusses the emergence of connected TV and its likely implications for the online advertising space.
The annual nerd-fest migration to Las Vegas in early January to attend the Consumer Electronic show was dominated by the final emergence of the connected TV set as the mass consumer item of 2012.
Having bubbled under for the last few years, this was finally the year where there was a very clear and apparent collective agreement from the electronic manufacturing industry that the future of our video consumption was the screen and device that has dominated the living room for the past 50 years. But now these sets have been embellished with some real bells & whistles that make these devices consumer must-haves. The proliferation of sets, from all manufacturers, under various ‘smart/connected/net’ monikers, in every dimension, every colour scheme and every resolution, left attendees to the show with no doubt as to what will dominate the shelves of the key electronic goods vendors as we head into the key autumnal TV buying retail period.
For the UK, the penetration of these devices, currently estimated to be at around 6% of UK homes, is set to sky rocket, with conservative estimates forecasting 36% domestic primary-set penetration for 2014.
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