The European programmatic market continued to show signs of growth, health and market stabilisation in the third quarter of 2013. RTB ad spend increased by 31%, and CPMs saw a modest 3% gain. While third-quarter growth was less dramatic than the first half of 2013, it’s important to remember that many Europeans were on summer holiday, and online advertising traditionally declines in July. By September 2013, programmatic buying continued its upward climb, and we believe the true RTB bellwether will be the upcoming holiday shopping season.Global Desk Editor
EMEA > Display
As competition for a finite universe of bookers intensifies, retargeting has emerged as an indispensable tool in a smart advertiser’s online toolkit. By using behaviourally targeted ads to reengage site abandoners, retargeting has seen huge success in the travel and hospitality industry.
The dirty secret at the heart of traveller retargeting, though, is that huge amounts spent on it are being wasted. We all know this is true from personal experience. I’m a longtime member of the highest tier of the loyalty club of a major British airline (some might even say the world’s favourite airline). I like the service, I like the rewards, I like the app, and I like the fact that the searches I do are stored in my loyalty profile. I would also estimate that over 90% of the time, I’ll later return to the site and book the flight for which I’ve been searching. So does it make sense that after every such search on their site, a retargeting ad follows me around the web?Global Desk Editor
13 November 2013 in ExchangeWire EMEA
‘Advertisers Are Right to Demand Higher Viewability Rates — It’s Up to the Industry to Deliver’, by Sylvain Deffay, Country Manager, France, Infectious Media
In a recent post in this publication, fundamental questions were raised on the role and prospect for increased ad viewability in our industry. I’d argue that the nature of our medium makes it likely that viewability will become a key benchmark in ad-trading and optimisation. This is something especially relevant in France, where many marketers are still focusing on the last click model.
These views don’t come without experience, we at Infectious Media have already been using an ad viewability measurement to benefit campaigns for over a year, targeting both branding and performance goals.
Branding and engagement
Brand marketers are probably the most naturally attracted to an increase in the viewability of advertising. For brand campaigns to have any effect they not only need to reach the target audience but the ads must be seen.
Now a week out from the major IPO that serves as proof positive that the retargeting category is ‘all grown up’,let’s take some inventory on how far we’ve come. I, as most of you reading this, remember the early days. The first time we saw display advertising that crossed the 1% CTR mark. Holy crap. This stuff works. See product, add product to cart, abandon cart, see product in ad. See ad. See ad (x10).
If that seemed too good to be true, time proved it wasn’t. Now, retargeting has become an ‘always on’ channel nary a serious e-commerce player can ignore. Further, innovations in media buying platforms continue at a steady pace, and leaps in liquidity (programmatic is suddenly 53% of all media, at least claimed by some) have enabled advertisers to have more control than ever over the who, what, where, why, and how of their marketing, without sacrificing a thing. This is especially true in relation to their retargeting strategies (full disclosure: I work at a company that enables dynamic retargeting on programmatic buying platforms).
…and yet, and yet…Global Desk Editor
23 October 2013 in ExchangeWire EMEA
The Programmatic Economy: Publisher & Agency Views & Attitudes Towards Programmatic Advertising in the UK
The digital advertising market is rapidly becoming more automated, more data-driven and interconnected — but what are publishers and agencies doing with this today? Are they adapting, and if so, how? What are their attitudes towards this opportunity and what are the barriers to doing things differently?
Improve Digital asked FaR Partners to conduct a qualitative-based research study in the UK to provide a market wide view of Programmatic Buying and Real-Time Advertising trading from a publisher and agency point of view. FaR Partners conducted the qualitative research through their agency and publisher panels. Market benchmarks and insights are aggregated, evaluated and summarised in this report.Global Desk Editor
23 October 2013 in ExchangeWire EMEA
It’s funny that viewability seems to be the hot subject in US trades at this present time. Every post I read confuses the proposition even more. Ad tech vendors continue to muddy the water around the subject, but who wants it — and is it really necessary? I am actually hosting a panel around this very subject this week, and I thought a post would be a good way to examine this topic. Let’s look at the fundamentals of the issue and who is driving adoption:
What is ad viewability?
Good question. Given the competing methodologies it’s hard to actually discern what is going on, but effectively marketers want people to see ads. They want their ads in view and they want to make sure their ads had some kind of engagement with users. Buying below the fold inventory is fast becoming unacceptable to marketers looking to get full value from their display spend. This seems even more important for brand-focused campaigns. While scouring the web for some information on viewability, I came across this post on 360i.com. It has an insightful overview of the current issues around it.ExchangeWire
17 October 2013 in ExchangeWire EMEA
The premiere data-driven event for the French online advertising industry is returning to Paris on November 14, 2013 and the programme for the day is now available here.
Over the past couple of years, the French data-driven advertising market has developed into one of the most progressive in Europe — where concepts like publisher co-ops and programmatic video buying have become a huge part of the ad landscape.
These topics will be discussed at length at ATS Paris this year, as well as the big opportunities around mobile: How to target? How to monetise both app and mobile web? Data is also becoming a massive feature in the market. We will be hosting an in-depth discussion around the value of first- and third-party data, and whether this will grow the programmatic ad market in France.
This year we are bringing the best and brightest together from the French market to discuss the big issues affecting the market.ExchangeWire
16 October 2013 in ExchangeWire EMEA
Turn Digital Audience Report: Multichannel is the Marketing Multiplier, Cross-Channel Advertising Triples ROI for Brands
In 2013, there has been a 137% global increase in brands that advertise across multiple digital channels (mobile, display, social and video), according to the new Q3 2013 Digital Audience Report from Turn. What’s more, the analysis found a 500% increase year-to-date in brands advertising across all four digital channels. The value of these strategies is clear: brands moving from single to multiple channels average a 300% improvement in advertising ROI; and consumers seeing ads in more than one channel convert at a 24% higher rate than those who see ads in just one channel.Global Desk Editor
14 October 2013 in ExchangeWire EMEA
Mendel Senf, CEO of YD, Discusses Recent Fund Raise, Building Proprietary Tech & Positioning to Client Direct
There is a lot of heated debate around the clash between ad tech vendors and agencies — and the battle for client direct business. However, in the last four years a new clutch of businesses have developed because of the shift to tech and data in the space. These new entities look more like consultancies than traditional agencies or VC-backed ad tech companies (mostly ad networks). In Europe, YD have been building this type of business for a number of years — and now are looking to scale with the recent round of funding. Here, Mendel Senf, CEO of YD, discusses the recent raise, building proprietary tech and positioning to client direct.Global Desk Editor
9 October 2013 in ExchangeWire EMEA
Big data, small data and everything in between are the talk of the marketing town these days, but many in the industry are missing the point when it comes to data management platforms (DMPs): it’s that size matters. Knowing the footprint has a dramatic impact not only on the DMPs ability to ‘activate’ a marketer’s audience, but it also demonstrates the accuracy of the analytics it produces.
Activation of the DMP client’s audience is something we hear about pretty often. The most basic job of the DMP is to help marketers centralise their once-siloed data and shine a spotlight on consumer behaviour across all digital channels. That can be a big job, and, to put it plainly, the size of the DMP – and its footprint – matter enormously in terms of how effective it can be.Global Desk Editor