Out of home (OOH) advertising has been around for centuries, however the addition of programmatic technology and sophisticated data management methods have made this format one of the most exciting and rapidly developing sectors within the ad industry. In this article for ExchangeWire, Sue Hunt (pictured below), chief revenue officer of VIOOH, discusses how programmatic is affecting the oldest advertising medium, as well as what steps can be taken to scale OOH advertising going forward. Advertising’s oldest medium is becoming its [...]

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The shortlist for The Wires APAC inaugural awards has been announced and Cadreon/UM Malaysia led the finalists, with four nominations across the categories. Celebrating businesses and their use of technology, expertise and innovation within ad tech and martech, The Wires is now in its third year globally, launching for the first time in APAC, to recognise the best the region has to offer. Cadreon/UM Malaysia are up for Best Digital Campaign, Best Mobile Campaign and Best Video Campaign for their work with [...]

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UK advertising spend reached a total of £23.6bn in 2018, representing a year-on-year increase of 6.3% and marking the ninth consecutive year of growth, according to the Q4 2018 Advertising Association/WARC Expenditure Report. Report highlightsQ4 2018 growth totalled £6.5bn, a year-on-year increase of 5.7%. This also marked the 22nd consecutive quarter of growth. Ad spend in 2019 is predicted to increase by 4.8%, reaching an estimated total of £24.7bn. Growth is predicted to be faster in 2020, with a rate of 5.5%, taking [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Appodeal introduces Stack; S4Capital announces strong Q1 2019 growth; FEPE International to rebrand as World Out of Home Organization; Adstream launches new project to help solve USD$80bn (£61.3bn) of global ad and marketing inefficiencies; and Telaria is first video management platform to institute comprehensive transparency initiative. Appodeal introduces Stack, scales mobile app businesses Appodeal, an ad tech company that recently [...]

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The digital out-of-home (DOOH) market is one of the most rapidly growing sectors within advertising, with the global market predicted to be worth USD$11.33bn (£8.78bn) by 2023. However the market is poorly understood compared to ‘traditional’ forms of digital media, which are far easier to measure and optimise. The effectiveness of DOOH campaigns can also be blighted by a lack of creative innovation, essentially nullifying the possibilities of engagement and interactivity which the format can offer. For instance the use of [...]

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In-vehicle advertising is an area which is due to accelerate growth in the DOOH (digital out-of-home) market, with a wide array of carpooling and navigation apps set to capitalise on this sector. Following her keynote speech at ATS Paris on 3 April, ExchangeWire talks to Maude Menant (pictured below), agency manager at Waze, to discuss the programmatic launch of their Zero Speed Takeover Unit, the importance of varied ad formats and opportunities within in-vehicle advertising. ExchangeWire: What triggered the decision to [...]

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Earlier in April, Publicis Groupe announced an agreement with Alliance Data Systems Corporation to purchase their marketing unit Epsilon, for a price of USD$4.4bn (£3.4bn), making it the largest ever acquisition by the French advertising group, and one of the most substantial purchases of all time within the marketing industry. Taming the unwieldy beast Data and digital transformation are clearly at the forefront of the group’s rationale for making such a substantial purchase, with the intended aim of becoming the “preferred transformation [...]

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In-housing is a trend that has been on the rise as programmatic has matured, with the IAB recently suggesting that 86% of brand advertisers in programmatic either fully in-housed their buying functions or have partially moved these processes. In recognition of this, online travel aggregator lastminute.com announced this week that they are launching an in-housing consultancy, Playbook, as part of a new independent media company within lastminute.com called ‘Forward’ (FWD). The new business has been inspired by the success of FWD stablemate [...]

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The UK digital advertising market is worth £13.44bn, an increase year-on-year of 15%, reveals the 2018 IAB UK & PwC Digital Adspend Study. Report highlightsThe majority of all growth is coming from smartphone advertising, which has increased by £1.65bn (35%) from 2017. Smartphone advertising now represents 51% of all UK digital ad spend, up from 45% in 2017. Video is now the largest display format (£2307m), overtaking standard display banners (£1486m). Outstream/social in-feed has increased its majority in total video spend, now occupying a [...]

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5G, the next generation of mobile internet connectivity, promises to open up a plethora of new avenues and opportunities to advertisers. Despite recent negative publicity revolving around concerns such as national security and ‘deceptive’ practices being employed by current 4G providers, there is no doubt that the promise of 20x faster mobile internet speeds is an enticing one for consumers and advertisers alike. Writing for ExchangeWire, Gavin Stirrat (pictured below), VP of partner services at OpenX, discusses how 5G will [...]

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