ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Mobile Drives Video-Viewing Figures; Next Phase in SpotX & smartclip Merger; PulsePoint Buys Ad Vitality Lab; Taboola Partners with Bauer Media UK; and ClearChannel & Posterscope Integrate. Video Viewing Dominated by Mobile According to eMarketer’s first mobile digital video forecast, 2.38 billion people will watch streamed or downloaded video content in 2018. More than three-quarters (78.4%) of the total views are accessed via mobile devices, the report [...]

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What value could social data add to programmatic buying? Writing exclusively for ExchangeWire, Jeff Marshall (pictured below), CrossInstall’s co-founder and CEO and a mobile gaming and advertising industry veteran, discusses why DSPs are adding to their programmatic offerings with social buying and how robust social data sheds light on the possibilities increased programmatic audience data can offer. Demand Side Platforms, or DSPs, rely on behavioural data to know more about consumers so that they can improve their targeting. Social platforms [...]

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UK advertising spend in Q3 2017 rose 3.5% year-on-year to reach £5.4bn – the 17th consecutive quarter of market growth, according to Advertising Association/WARC Expenditure Report data published Wednesday (31st January). The latest data underpins preliminary figures, which show 2017 spending grew to £22.1bn – representing the eighth consecutive year of market growth. Further key findings from the report indicate: – Total UK ad spend over the first nine months of 2017 was 3.5% (£551m) higher than the previous year. – The preliminary [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC ad spend to climb 4.2% in 2018; AU agency ad bookings hit £4.1bn; Merkle merges with &c in China; AdAsia forms parent company AnyMind; and China social ads grow 53.7%. APAC Ad Spend to Climb 4.2% in 2018 Ad spend in Asia-Pacific is expected to grow 4.2% this year, or by USD$8.1bn (£5.9bn), which is up slightly from [...]

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Dark posts – essentially micro-targeting within a black box environment on social media – have been a huge boon to platforms like Facebook, as well as advertisers. But as the call for transparency gets louder, the future of this dark form of social media advertising hangs in the balance, with Facebook announcing it will end the practice. So what does this mean for social media platforms and advertisers alike, and what are the alternatives? ExchangeWire speaks exclusively with Lux Narayan, [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Marketers need mobile-first strategy as APAC shoppers head to their devices; AU brands improve on digital customer experience; Audience data spend more than double in Asia; Mindshare inks blockchain partnership in Singapore; and dentsu X marks its spot in AU. Marketers need mobile-first strategy as APAC shoppers head to their devices Twitter says its users in Thailand, Indonesia, [...]

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Tracking marketing spend and measuring results of campaigns to create actionable insights is a challenge that the marketing industry famously faces. Despite this, almost a quarter (23%) of digital marketers aren’t tracking campaign spend whatsoever, according to our recent research conducted to help understand how budgets are being spent. Writing exclusively for ExchangeWire, Andreas Pouros, CEO and co-founder of Greenlight, explains why, with marketing tactics such as influencer campaigns becoming another channel where measuring ROI becomes a foggy maze, it’s more [...]

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Pinterest describes itself as a catalogue of ideas and has been on a mission to inspire people since 2010. Considering how determined brands are to engage consumers in their products and services, it is perhaps surprising that many digital marketers have tended to ignore this channel as a potential route to sales, writes Amit Dar, head of strategic partnerships, Taptica, exclusively for ExchangeWire. Pinterest is partly to blame for this image, because it has not been as brazen as its larger rivals [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Marketing analytics firm snaps up Japanese influencer platform; VMO lights up ‘smart’ billboard in AU; Publicis sees drop in APAC growth; Vietnamese agency offers free access to Decision Lab; Dentsu buys in South Africa & creates JV in Russia; and Dentsu looks to IndoChina for growth. Marketing analytics firm snaps up Japanese influencer platform Ginzamarkets has unveiled [...]

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Think you might be obsessed with gaming on your mobile? You’re not alone. – In 2016, 53% of South Korean mobile gamers spent between 30 and 120 minutes playing mobile games every day – By 2020, it is predicted that 77% of the American mobile population will be mobile gamers – This year, in India, 43% of smartphone users will download a new game on a weekly basis, with 16% downloading one daily. Whether it’s Angry Birds, Clash of Clans, or Candy Crush, mobile [...]

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