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: The future of the marketing organisation; The state of auto in the premium video ecosystem; and analysis of social content reposting trends.
The industry is several years away from creating an optimal marketing organisation
GumGum’s recently released study, ‘Building the marketing organisation of the future‘, surveyed 246 digital marketers from Fortune 500 [...]
Video consumption is continually on the rise. Consumers seek out snackable content and often that is found in video format. Advertisers have their work cut out trying to engage with these consumers. So, how long is the ideal video ad for maximum brand engagement? Paul Neto (pictured below), senior research director, YuMe, shares the results of YuMe’s comprehensive research in video ad lengths and video strategy with ExchangeWire and argues that short and sweet isn’t always best.
If a video ad is [...]
Cross-platform video advertising between walled gardens doesn’t sound like a particularly easy way to go about running an advertising campaign. Advertisers know that their audiences are increasingly consuming video across different social platforms and are developing their strategies to target them effectively, but the challenge is to have a single view across all publisher platforms. ExchangeWire speaks with Chris Bennett (pictured below), managing director Europe, Pixability, about the launch of their new product that will give advertisers just that.
ExchangeWire: Pixability is [...]
Is Google Mirroring its Consumer Strategy With its Business Customers, Favouring its Own Products Over Those Provided by Third Parties?
Last week (August 6) Google announced that they will no longer support YouTube buying via the DoubleClick Ad Exchange. Marketers looking to buy YouTube inventory will have access to it via the YouTube ad sales team, or other Google platforms – DoubleClick Bid Manager or AdWords. In other words, no other DSP will be able to buy TrueView inventory programmatically.
In a blog post Google’s Neal Mohan, VP, display & video advertising says that Google is, “focusing our future development [...]
Yesterday, Google reported better than expected Q2 2015 earnings. Stock jumped by almost 12% to $673.50, making Google the second most valuable company in the world, behind Apple.
— Revenues of $17.7 billion and revenue growth of 11% year-over-year; (without fluctuations in currency, revenue growth would have been 18% year-over-year)
— Strong performance of core search business, particularly mobile, complemented by growth in YouTube and programmatic advertising
— Google site revenues were $12.4 billion, up 13% year-over-year, while Google Network revenues were $3.6 [...]
Bharad Ramesh, Regional Executive Director, Strategic Operations & Trading, Asia, Starcom Mediavest Group On The Evolving Media Buying Landscape in APAC
Bharad Ramesh is the Regional Executive Director, Strategic Operations & Trading, Asia for Starcom Mediavest Group. Here he discusses how the online media landscape is evolving in Asia. He talks about how digital is still not mainstream, how it sucks up a tremendous amount of client and staff bandwidth and explains why ad exchanges and DSPs will bring efficiency and scalability to media buying.
Can you give an overview of Starcom MediaVest Group’s offering in the APAC region?
Yi Shi CEO & Founder, Avazu Inc, Talks About The Company’s Private Exchange Business And DSP Solution
Mr. Yi Shi who is both CEO & Founder of Avazu Inc on Avazu’s offering as a display advertising company, with a private exchange business and a priority DSP – and why they have chosen to move into China. He discusses the challenges within the Chinese marketplace, how Chinese publishers are accustomed to selling their inventory and ad placements for a fixed price per month or per year. Shi points to localisation as the key reason why western companies typically [...]
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.
Nick Gill, Commercial Director, Marin Software, APAC On Search, Display, Retargeting, Managing The Attribution Models & The Rapid Growth Of The Australian Market
Nick Gill Commercial Director for Marin Software, APAC on their recent launch into the Australian market. He discusses how their expansion from search into the Google Display Network, Facebook and YouTube and partnership with Criteo (retargeting) means advertisers can now manage all their biddable media including workflow, analytics and optimisation from one interface. With their success to date he highlights while this year they have opened offices in Sydney, Singapore and Paris, there are more to come.
Marin has recently [...]
Stuart Spiteri Head of Media Platforms, Asia Pacific, Google Discusses Ad Exchange Growth And Increasing Publisher Yield
Stuart Spiteri Head of Media Platforms, Asia Pacific, Google talks about the growth in Ad Exchanges across the APAC region, how agencies, advertisers are getting on board and how automated buying can increase publisher yield up to 188% more than using traditional sales channels.
Can you give an overview of your role and remit within Google APAC?
I am responsible for the Google suite of technology products that agencies use to plan, buy, optimise and report on their display advertising here in [...]