Even during times of austerity, when consumers are more likely to make purchase decisions based on price, mainstream advertisers still employ emotional adverts. In the last two years our screens have been graced with a dancing pony (3 mobile); kittens coming out of packets of biscuits (McVities); hibernating bears waking on Christmas day and penguins finding their soul mate ( Read more
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: Programmatic revenue up 119% in Q2; 79% of consumers prefer video advertising; and 3.25 hours, average daily time spent on mobile.
Premium inventory moving to private marketplaces
In Europe, eCPMs increased by 25%, according to Ooyala’s ‘Global Video Index [...]
On a typical day, internet users are now spending almost as much time online (5.25 hours) as they are on various ‘traditional’ activities combined (with 5.44 hours being spent on linear TV, broadcast radio, traditional press, and console gaming). Across the various ‘offline’ or ‘traditional’ activities, it is linear TV which continues to [...]
Digital Video and TV advertising are hot topics at the moment, with marketers striving to lead the way and reap the rewards of being an early adopter. However, with consumer behaviour changing so rapidly this is a sprint race where those who can apply the learnings from TV into digital video, and vice versa, will be the ultimate winners. Sarah Lawson Johnston, managing director Europe, Mediaocean, speaks exclusively to ExchangeWire:
It won’t surprise anyone that media [...]
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 online news.
Have smartphones become the default for news?
Globally, 66% of smartphone owners use this device to access news at least once a week. For one quarter, a smartphone is the primary access point for news, according to the [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: UK ad viewability falls below 50%; US programmatic spend reaches record $10.1bn; UK agencies see programmatic native as major opportunity; and majority of Brits want BBC license fee scrapped.
Ad viewability is declining in the UK
In the UK, online ad viewability fell to 49% in Q2 2015, a 7% decline from [...]
Stephen Hunt, Director Asia-Pacific, TubeMogul, Asks Whether The Online Video Industry Deserves To Take The Mantle From TV
Stephen Hunt TubeMogul’s Asia-Pacific Director talks candidly about the challenges the online video industry currently faces: demand outstripping supply; publishers holding on to unsold inventory to protect its value; and lack of transparency in video advertising and the industry’s absence of regulation e.g ‘fake pre-rolls’. But Hunt argues that the opportunity in online video advertising is huge, and is poised to attract huge amounts of brand budget in the coming years.
Tags Ad Networkad networksAd ServerAdvertiserAgencyAPACAudience BuyingAustraliaAustraliaauto-playconnected tvCPMDataDigital MarketingDisplayDSPExchange Newsexchangewireexchangewire apacfake pre-rollMedia BuyingNew ZealandOnline MarketingOnline videoonline video advertisingprivate exchangesPublisherpwcreal time buyingRich MediaRTBtransparencytubemogulTVVideovideo advertising inventoryVOLTYahoo7
Marc Lomas, Commercial Director of Cadreon Australia, On The Cadreon Video Marketplace, & The Shift Of TV Budget Into Online Video
Marc Lomas is the Commercial Director of Cadreon Australia, here he talks about the recent launch of the Cadreon Video Marketplace and how the demand for online video is growing rapidly from both consumers and advertisers in the Australian market. He also predicts that next year the Australian market will finally start to see advertisers and agencies start to shift decent proportions of TV budget into online video.
Tags Ad ExchangeAdvertiseradvertisingAgencyAudience BuyingAustraliaBehavioural TargetingCadreoncadreon video marketplace australiaDataDigital MarketingDisplayDSPDynamic Ad OptimisationExchange Newsmarc lomasMedia BuyingmediabrandsMobileOnline Marketingonline media budgetOnline videoPublisherTrading DeskTVvideo marketplaceYouTube
Jonathan Despinidic, General Manager Jemm Group Australia & APAC, On Jemm's Recent Launch, Brand Safety, Inventory Monetization & The Australian Publisher Reception To The Real Time Network
Jonathan Despinidic, General Manager of Jemm Group Australia & APAC, on Jemm’s recent Australian launch and how the Real Time Network is a first for Australia and the APAC region. Here he discusses how Jemm’s offering is both an SSP and an ad network, offering brand safe inventory for the Australian market via RTB. He also talks private marketplaces and how being a technology and inventory monetisation partner can help Australian [...]
Tags Ad ExchangeAd NetworkadmeldAdvertiseradvertisersAgencyAPACAudience BuyingAustraliaBehavioural TargetingCPMsDataDigital MarketingDisplaydisplay advertisingDSPDynamic Ad Optimisationdynamic media buyingdynamic media optimisationExchange Newsexchangewire apacinnovationIPTVjemm groupJonathan DespinidicMedia BuyingMobileOnline MarketingOnline videoPublisherpublisher monetizationpublisher yeildpublisherspubmaticreal time networkRTBSEASingaporesmart phoneSouth East AsiaSSPtabletTrading DeskTVvideo
Vicki Lyon, Managing Director, SpotXchange Australia & APAC On Video Ad Marketplaces & Growth In Mobile Video Advertising
Vicky Lyon, SpotXchange’s Managing Director Asia Pac discusses their recent launch and about wanting to become the go-to video ad marketplace in Australia and the APAC region.
Lyon gives an overview on Australia’s current market size and how APAC, being the most connected region in the world, means online video advertising will continue to soar and key growth drivers will be the expansion of 3G networks making mobile TV and mobile video services a [...]
Tags 3GAd Exchangead networksAdvertiseradvertisersAgencyAPACasia pacificAudience BuyingAustraliaBehavioural Targetingbrand advertisingComScore VideoMetrix July 20011CPMDigital MarketingDSPDynamic Ad OptimisationExchange Newsexchangewire apacMedia BuyingMobileOnline MarketingOnline videoottopremium video inventoryPrivate Exchangeprivate exchangesprogrammatic buyingPublisherpublishersreal time biddingRich MediaRTBspotXchangetelevision advertisingTrading DeskTVUKUSvicky lyonvideovideo ad marketplacevideo advertisingvideo inventory