Programmatic is transitioning from the latest buzzword to becoming a dominant force in mainstream media buying, but to successfully move forward the industry must first look back at lessons learned, argues Tim Webster, The Exchange Lab, co-founder and CSO.
Programmatic adoption is evolving rapidly and the UK’s first programmatic market study predicted that nearly half (47%) of display advertising would be traded programmatically in 2014, almost doubling from 28% in 2013. As the programmatic marketplace matures it has shaken its early [...]
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ExchangeWire Research’s weekly round up brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis (pictured). In this week’s edition: growth in the mobile advertising marketplace as reported by MoPub; eMarketer finds that smart TV adoption in the UK has got off to a slow start and Rocket Fuel’s report creative performance trends in banner adverts.
Tags AdvertiserAudience BuyingBrandConnected TVCross-ChannelDataDigital MarketingDisplayEuropeMedia BuyingMobileMobile Ad ExchangeOnline MarketingOnline videoPerformance MarketingProgrammatic VideoresearchTV
Snug and comfortable with how things have always operated, the TV industry will soon face an inflection point where it will need to turn to programmatic to ensure its viability.
Chris Dobson executive chairman of The Exchange Lab, believes this impetus for change is driven by the lack of rich datasets and an erosion of ad revenue as the digital evolution continues to sweep across all media forms.
Despite the apparent resistance to change, TV and digital, in fact, shared several similarities, [...]
Martin Stockfleth Larsen, Adform, CMO, uses insights from the company’s latest quarterly European report to reveal that programmatic media buying is more than a direct response mechanism.
Adform recently released its European RTB Trend Report for Q4 2014. The report provides some insightful (and some surprising) stats about RTB activity. The most obvious takeaway is the extent to which brand marketers are embracing creativity and automation through brand solutions (rich media ad formats) and programmatic trading– and to think just a [...]
Audience data is undeniably an important ingredient in any ad campaign, but some marketers are misusing such data to achieve easy success.
ExchangeWire spoke with Bryan Melmed, global vice president of insights at Exponential Interactive, who championed the use of data intelligence and analytics to support advertising efforts and ad targeting campaigns.
But how are marketers wrongly using data? According to Melmed, brands are missing the point when it comes to understanding their baseline or the audience they should be focusing [...]
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: China consumers more willing to give data for personalised service; Smartphones make up 72% of APAC impressions; Lowe Profero to set up Thai office; and AU digital media veteran joins APD.
China consumers more willing to give data for personalised service
New research from Microsoft revealed that 90% of Chinese consumers would tap IT tools to filter [...]
Viewability. It’s one of they key issues facing the online advertising industry, as brands – wary of getting scammed – ask for ever-increasing levels of transparency; with oil giant Shell now asking for FIVE TIMES the industry standard before it pays for online ad space. The IAB has attempted to lead the way, brokering an ‘industry-wide consensus’ that a viewable ad is one where 50% of the creative was served on screen for one second.
However, one of the world’s most recognisable [...]
Tags Ad TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAnalyticsAudience BuyingBrandClick FraudContent verificationDigital MarketingDisplayEuropeFragmentationmeasurementMedia BuyingMedia ValuationOnline MarketingProgrammaticPublisherSSPTrade bodiestransparency
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech across Europe, and in this week’s edition: SpotXchange steps-up Euro operations; Advertisers united in calls for transparency; Microsoft finds consumers demand more privacy; Key appointments in UK digital industry.
SpotXchange steps up Euro operations
A little over a year after its part-purchase of video ad exchange SpotXchange, pan-European broadcaster RTL this week announced it has launched its Benelux operation in the Netherlands, plus the appointment of a new [...]
Advertisers are willing to pay enhanced prices for ad inventory bought using programmatic technology, but ad tech partners need to provide 100% transparency, and media owners must produce more engaging ad formats, according to Nestle’s UK digital lead.
Gawain Owen, Nestle, digital lead, UK, made the statement speaking at this week’s IAB RTA (real-time advertising) conference hosted in London, where he told delegates the advertiser, which spends in excess of $3bn dollars per year on advertising space, had bought in to [...]
Brands have never been keener to put programmatic on the media plan, but with this increased demand comes scrutiny, propelling phrases such as ‘transparency’ to the core of the public industry discussion, as advertisers increasingly demand ROI.
ExchangeWire speaks with comScore to examine how it aims to help clean up the sector, post its WPP tie-up, as it addresses brand-side marketers over concerns about advertising fraud. As programmatic media buying continues to take dominance on digital media plans, advertisers are asking [...]