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For the many pundits who anxiously forecasted the ‘Year of Mobile’, 2012 has provided some relief. Figures released by the IAB in October, showing a 132% increase in ad spend on mobile, suggested that advertisers are shifting from experimenting with mobile to making it an integral part of their media spend; but what are the key trends and developments that will affect mobile advertising in the year ahead? Here are five suggestions:

1. I expect to see further strong growth in mobile advertising. Figures from First Partner support this view, suggesting that mobile ad spend in the UK will reach £831.3m in 2013, up 63% on this year, with search and display continuing to dominate. This growth in revenue will come not only from advertisers investing more in mobile, but also from increasingly switching their ad budgets away from online and more traditional media budgets. According to the most recent IAB/PwC digital ad spend study, digital ad spend (online, mobile and tablet) now accounts for 30% of the total ad market, and while mobile alone still accounts for around 2% of total ad spend, this will start to change rapidly. As a result, the chasm between mobile usage and ad spend will narrow considerably.

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ATS Paris is just weeks away, and we again look forward to assembling the ad trading community in Paris for our second big event in Paris. A lot has happened over the past twelve month in the French market. We have seen the rise of two publisher exchanges, La Place Media and Audience Squared, the big jump in the number of Independent Trading Desks servicing the French ad market – as well as the increasing dominance of the two big display players, namely Google and Facebook. All of these factors are contributing to huge growth in the local data-driven eco-system – and ExchangeWire looks forward to going to the heart of growth of the market. Agenda and speaker details are now available for the full day on Wednesday October 24. Early bird tickets are now available, but again we have limited space available. For those looking to attend, the full day event will be through both French and English with a full translation service available in both languages throughout the day.

Online advertising spend has displayed significant growth over the last 10 years and analysts expect this trend to continue. However, a large discrepancy persists between internet time allocation in total “media time” and online advertising revenue.

Online advertising growth has been historically led by performance-based marketing; tapping into the huge reservoir of brand-oriented marketing spend will be key in closing the media discrepancy. This will be done by further blurring the lines between branding and performance marketing through the use of innovative formats, measuring technologies and improved targeting.

Nicolas Von Bülow, Founding Partner, Clipperton, comments: “Historically, online marketing growth has been driven by performance-oriented advertising players. Brand marketing, however, remains a relatively untapped reservoir of advertising dollars. We believe the emergence of a new breed of players focused on blurring the lines between performance and branding marketing will open new avenues for growth in the online advertising space. These players are already leveraging new formats and devices as well as improved targeting and measuring technology to succeed in this space.”

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SECTION I: PREMIUM & BRANDING IN THE PROGRAMMATIC ERA

KEYNOTE 1: Our first keynote speaker of the day was Neal Mohan, VP of Display Advertising Google, who gave us a presentation titled “Programmatic for the People”.
- Programmatic buying moving from performance to also include brand.
- You get what you measure.
- Let’s get that brand spend away from TV!

PANEL 1: “How are data & technology affecting change in advertising?”
This first panel was moderated by Erich Wasserman, Co-founder & GM, EMEA, MediaMath, with discussion between Curt Hecht, Chief Global Revenue Officer, Weather Channel; Anthony Rhind, Co-CEO, Havas Digital and Sean Cornwall, former MD, eHarmony.

Anthony Rind, Havas: “Know the value, not just the cost of data. What you’re doing with data is improving your accuracy, not providing a 100% hit rate. Clients won’t share their data unless they have absolute trust. Build attribution models based in comparing touchpoints of both converters & non converters, it proves display works.”

Curt Hecht, Weather Channel: “Mobile is the #1 thing I’m focused on. Mobile will make the Weather Channel global.”

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Kate Tickner works for IBM’s Big Data Solutions team and specialises in the Media and Entertainment industry, covering EMEA, with a particular interest in Digital Media. This includes content publishers, marketing solutions providers, broadcasters, advertising ecosystem companies and all entertainment and gaming organisations.

This Q&A is the first of a four-part series of content to be delivered in the run-up to ExchangeWire’s Ad Trading Summit in London on 18th September 2012. The objectives of this series are to describe what IBM corporate and the IBM Big Data practitioners, are seeing in the digital marketing marketplace today and discuss their views on what is coming in the next few years.

IBM is a one of the world’s largest companies – please describe where your group fits in and what are your key product offerings?

As you say, IBM has a very wide product set, but what I’m concerned with is the Big Data portfolio. Even there, IBM has a wide definition of Big Data, because without the ability to integrate data from different systems so they can share data, and without governance to manage the data, the transition from Big Data in silo projects or research projects to enterprise use will be painful.

Part 3 of this interview series will go into more detail about IBM’s Big Data Platform, but at its core we have InfoSphere BigInsights, our Hadoop-based product, to deliver very high volume scale-out analytic processing of structured and unstructured data on low-cost commodity hardware; Data Warehousing with our Netezza product – already in use at Digital Media organisations such as MediaMath, AppNexus, http://exelate.com/, DataLogix and many more. We also uniquely have the capacity to process very high-velocity streaming data with our InfoSphere Streams product.

Who is the target audience?

IBM have solutions for almost every type of business and user, but much of our high-level messaging is targeted at C-level executives including CEOs, CIOs and CMOs. Our Smarter Commerce and Smarter Analytics messaging are very much about using the value of Big Data to be more relevant, particularly for marketers in the age of the digitally connected consumer.

The IBM Institute for Business Value delivers many research pieces that help us to understand this. For example their Executive Report: Beyond Digital – Connecting Media and Entertainment to the Future states that “to satisfy connected consumers, as well as ecosystem partners, digital marketers providers must move ‘beyond digital’ to deliver individualised experiences on demand, at any time. For those in the digital media industry, digitising content and digitally distributing it is no longer enough. Success in the connected landscape will require: a business-to-consumer (B2C) mindset, insight into consumers’ digital personalities, the delivery of relevant, enhanced experiences and the ability to find new ways to monetise content successfully.”

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It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.

It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.

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Jason Bigler is Director, Product Management at Google. In an interview with ExchangeWire, Bigler gives the full run down on the capabilities of the new DoubleClick Digital Marketing (DDM) suite, and what it will mean for agencies and advertisers. He discusses how the DDM solution will offer multi-channel optimisation (except of course, for the moment, social) – as well as a unified buy-side stack that incorporates all of Google’s buy-side features. The launch of DDM in Europe is expected throughout the year in what is likely to be a phased roll-out.

Just for the record, explain what encompasses the Doubleclick Digital Marketing (DDM) suite?

Put simply, it’s a new name for a new platform – a buy-side platform that will unify and fully integrate all digital media buying for marketers and agencies. It includes our upgraded ad server DoubleClick Digital Marketing Manager, our latest bid management solution called DoubleClick Bid Manager, DoubleClick Search, and DoubleClick Studio, which now includes Dynamic Creative. In addition, all of these solutions will be fully integrated into Google Analytics for holistic attribution modeling, deduplicated cross-channel conversion reports, and site traffic reporting all in a single UI.

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Ad Tech Goes Mainstream with Turn’s Mad Men TV Advert

A primetime commercial which screened Sunday during Mad Men’s U.S. season finale as part of a global online advertising campaign is set to illustrate how much advertising has changed since Don Draper’s heyday.

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