It is commonly known that programmatic inventory provides significant scale and efficiency when it comes to targeting audiences across devices and formats, but this needs to be planned carefully. In recent years, the programmatic inventory landscape has rapidly evolved, with more publishers leading a ‘programmatic-first’ mentality and, as a result, a wider array of formats becoming available programmatically across all devices. An in-depth look at available inventory in open ad exchanges over a 30-day period in the UK highlights that, [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Mobile on track to be number one video screen in UK; Troubles with CRM; Cross-border trade rises despite Brexit; and Memorable premium content.Mobile on track to be number one video screen in UK
There is set to be an explosion in video viewing on mobile devices, with mobile ad spend predicted [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Grey audiences booking holidays online; iOS not immune to app-install fraud; Budgets allocated beyond pre-roll; Publishers see post-Brexit growth.
Grey audiences booking holidays online
Two-thirds (65%) of audiences aged 55+ are more likely to book a holiday with a company that offers them a deal via email, research from Mailjet suggests. Personalisation is key [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Pre-roll versus mid-roll video ads; Growth of programmatically traded ads; FMCG & mobile ads.
Pre-roll vs mid-roll video ads
Mid-roll video ads increased by 24%, growing from 19% of all video ads in February 2015 to 33% in April 2016, according to research conducted by Ooyala. The emergence and growth of mid-roll video ads has [...]
High-impact advertising has significant creative potential. However, the lack of differentiation between high-impact and standard digital advertising means that it isn’t being given the opportunity to shine. Rob Garber (pictured below), managing director, Undertone EMEA tells ExchangeWire how the industry needs to clarify the definitions of high-impact advertising and why it could be so powerful for brands.
Today’s consumers are exposed to roughly 7,000 marketing messages a day, according to Forrester Research. Therefore, as a marketer eager to connect with [...]
Users are consuming web content on the run: on their way to work, while at a meeting, or during lunch. Now, more than ever, users are extremely fast with deciding what they will watch and what not. And, to make it more challenging, more often than not, their mobile device is muted. Oded Shoham (pictured below), CEO and co-founder, evania video explains to ExchangeWire the urgent need of a new creative approach and ways of getting users’ attention efficiently in [...]
Last week (16 May), Facebook announced that they are going to extend the reach of video adverts through their Audience Network. The announcement will mean that beyond just Facebook and Instagram, advertisers will now be able to buy video inventory across other publisher apps and sites through FAN. What does this move by Facebook mean for the video market?
According to Facebook, 100 million hours of video are watched on their social media platform every day, and video viewing time on [...]
With ATS Paris just one day away, ExchangeWire speaks with Dave Hendricks (pictured below), managing director UK, LiveIntent, who will be participating in a panel discussion on the topic of ‘Bridging the Cross-Device Gap’. Here, Hendricks explains how the ‘freemium internet’ model has fallen and paved the way for the rise of the ‘login internet’, fuelled by the power of the email address.
Today’s consumer internet – beset by bots and challenged by the rapid shift to mobile – is only a [...]
Viewability is on a long journey and along the way it has been properly defined, received basic standards and become a core KPI in the quest to effectively measure campaign effectiveness. However, these milestones are bittersweet for non-standard ad formats, which don’t fit the current rules of viewability. ExchangeWire talked to Steve Doyle (pictured below), chief commercial officer, InSkin Media, about how measurement uniformity across all ad formats needs to happen to allow custom formats to thrive.
Although the first step in [...]
Now & Next is a new feature from ExchangeWire Research. In Now & Next, we review the latest research, provide impartial insight and analysis of current trends and provide predictions for the future of advertising and marketing technology. This feature focuses on private marketplaces.
Private marketplaces: the future of premium inventory