Digital advertising has had nothing if not a tumultuous time in 2017. There’s much to reflect on, even more to learn from, but also plenty to be positive about, as we enter 2018. Connected TV has become the talk of the town and the opportunities for convergence in TV and video spell huge opportunities for 2018. In a series of features reflecting on the past year, and looking ahead to what we can expect in 2018, ExchangeWire invites over 100 thought [...]
As more and more content goes digital, publishers have been trying to keep up with engaging video strategies. But has that been the right move? Writing exclusively for ExchangeWire, Keith Sibson (pictured below), VP of product and marketing, PostUp, talks about how publishers are handling the pivot to video, the challenges they are facing, and the future video holds for the publishing industry.
As the publishing industry goes digital, publishers have gone from strategy to strategy, searching for a business [...]
Advertisers are always searching for brand-safe, highly viewable, transparent premium video ad inventory, but also have to reach the best audience and meet their campaign goals. Are direct relationships with supply partners the answer? Writing exclusively for ExchangeWire, Cassidy Diamond (pictured below), senior director, Brand Partnerships, SpotX, explains how brands can utilise the insights, data, and knowledge that supply partners can provide to effectively reach their goals and drive better campaign results.
The demand for premium video ad inventory is [...]
With GDPR around the corner, is first- and third-party data going to struggle? Kai Henniges (pictured below), CEO and co-founder of Swiss mobile video SSP video intelligence, believes that native is the way forward, as it works with existing page content, rather than relying on data.
Quietly creeping up on us for years, native video has emerged as a dominant force in digital advertising. The reason is a collision of factors – with video consumption habits and GDPR the final pieces [...]
Which event had more people watching live in the stadium in 2017? The Superbowl? The FA Cup Final? Or the Intel Extreme Masters? Well, you might have guessed it (though you may never have heard of it) – it’s the Intel Extreme Masters! In fact, with over 173,000 fans in attendance, this event, which includes competitions in League of Legends, Starcraft II, and Counter-Strike, had more spectators come through its gates than the other two events combined (as well as a [...]
Yesterday (14 November) PubMatic released its third Quarterly Mobile Index (QMI) report of 2017, providing insight into the mobile advertising industry for both publishers and advertisers during the most recent quarter. Key highlights include the continued proliferation of header bidding globally, and the increased advertiser leverage of mobile private marketplaces.
The report identified five key trends, through analysis of the flow of digital impressions through PubMatic’s platform, SEVEN. Mobile header bidding continued to grow steadily, with the report also identifying [...]
It's Not Logical to Provide Walled Gardens with So Much Influence: Q&A with Roni Anavi-Fass, Inneractive
Following Inneractive’s recent launch of VAMP (Video Advertising Monetisation Platform), a tool to help mobile publishers compete with Google and Facebook, ExchangeWire speaks exclusively with Roni Anavi-Fass, VP product, Inneractive (a subsidiary of Fyber), to discuss why publishers need this new platform, the challenges they face with video monetisation, and how their future alongside the walled gardens will continue to shift.ExchangeWire: There are so many ad types and templates to compare across numerous publishers, causing buyers to resort to [...]
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 [...]
Mobile now accounts for 43% of digital advertising, finds results from the IAB’s latest Digital Adspend report. Mobile’s year-on-year growth was 38% and now accounts for 57% of all display ad spend, 70% of video spend, and 83% of social media spend.
Driven by the rise in popularity of people watching online video, advertisers spent more on video ads than banner ads for the first time ever. In the first half of 2017, advertisers spent £699m (USD$921m) on [...]
UK marketing budgets are paralysed by wider economic uncertainty, reveals the Q3 2017 IPA Bellwether report, released Wednesday, 18th October. Despite this, internet and mobile budgets are continuing to grow apace.Report highlights
– Period of continuous marketing budget growth extended to five years, however, uncertainty undermines gains, as nearly 70% of respondents record no change in budgets since Q2
– Internet marketing underpins expansion, but main media stagnates
– Financial prospects continue to underwhelm
– Ad spend forecast [...]