Romany Reagan
Executive Editor
Articles by Romany
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Why Digital Advertisers Need a Premium Marketplace
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 [...]
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Internet Advertising’s Robust Growth Hides an Inconvenient Truth
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 [...]
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Getting a Bigger Slice of the Mobile Ad Budget: A Strategy for Mobile Ad Networks
These are good times for Google and Facebook. Combined, these two giants capture 57% of the total digital advertising spend in the US this year, as well as 74% of predicted growth for all of 2017. That means all other channels will compete for an ever-shrinking piece of the pie. Writing exclusively for ExchangeWire, Avishay Raviv (pictured below), Co-CEO, Edge 226, explains why now is not the time to get discouraged – or worse – undercut prices. Now [...]
TagsMobile
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The Metrics That Matter: App Marketing KPIs That Drive Quality Downloads
The recent update to Google’s Play Store algorithm, and new app marketing offerings and partnerships that Google announced at their annual flagship event, have renewed a spotlight on app marketing metrics. Writing for ExchangeWire, Shani Rosenfelder (pictured below), Head of Mobile Insights, AppsFlyer, explains why instead of just buying users, app marketers and developers must build and promote apps that users will love and continuously use – and they’ll be rewarded for their efforts.
With a shift in how [...]
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How Mobile is Helping Brands Connect Their Online & Offline Journeys
With Facebook and Google practically pinning their futures on it, marketers really can’t afford to ignore mobile advertising. In this piece, Matthew Phelan (pictured below), CEO of 4Ps, part of NetBooster Group, discusses how critical connecting online and offline customer journeys is to avoid becoming the next brand failure cliché.
In 2016, digital formats dominated once again, with internet ad spend up 13.4% to £10.3bn, according to the Advertising Association and Warc. In fact, mobile accounted for 99% of this growth, with ad spend for [...]
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Why RTB Will Enable More Advertisers to Embrace Mobile Video
RTB is an excellent way to test formats because it allows you to evaluate, iterate, and optimise without a large minimum spend per campaign and placement. In this piece, Tim Koschella (pictured below), CEO, AppLift, breaks down its benefits to advertisers, and why he predicts an overdue surge in mobile video spend.
Mobile video real-time bidding is about to take off; and that means good things for publishers and advertisers alike.
RTB empowers advertisers because it gives them more control over [...]
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Optimising Campaigns Based on Mobile App Usage, Not Installs
On January 9, 2007, Steve Jobs announced the iPhone at the Macworld convention – an announcement that also ushered in the birth of the app market, an industry that may top USD$77bn (£61.6bn) in 2017. Entrepreneurs, recognising that smartphones represented the most direct conduit to the consumer, developed every conceivable type of app. Apps like Candy Crush, Angry Birds, Uber, and others, provided ample incentive (and VC money) for developers with an idea to get in on the game. [...]
TagsAdvertiserMobile
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3 Reasons Brands Should Pay Attention to Predictive Intelligence
Predictive intelligence, artificial intelligence (AI), or machine learning – call it what you want, but chances are you have already heard one of these terms in any future-gazing discussion. In this piece, Michelle Huff (pictured below), chief marketing officer, Act-On, discusses the result for companies who engage with predictive intelligence: delighted customers who feel as if the brand has connected with them in meaningful and relevant ways, which will ultimately translate into better business outcomes, like higher win rates and [...]
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4 Reasons Marketers Should Invest in Programmatic Audio
It’s no secret that audio content stirs our emotions. All it takes are a few notes of a song for our memories to come alive. Considering how audio, especially music and storytelling, captures our attention, it becomes clear why advertisers have always been drawn to the format. In this piece, Tim Sims (pictured below), VP of inventory partnerships, The Trade Desk, explains why the time has come to include audio in your programmatic campaign. It’s no longer a question of [...]
TagsAdvertiserAudio
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Follow the Market: Why Mobile’s Future is on the Demand Side
There was a time, not too long ago, when venture capital flowed freely into the ad tech space and vendors didn’t have to work too hard to demonstrate a unique value proposition. At the time, investors looked at both the supply side and the demand side as almost interchangeable opportunities to find growth in ad tech; especially if the players involved could make a credible case that their technology had something to offer in the fast-growing mobile arena. In this [...]
TagsAdvertiserDSPSSP
