There seems to be endless debate around the topic of viewability, a buzzword that has been bouncing around the media echo chamber for some time. As attention shifts from desktop to mobile, this topic continues to plague many marketers and agencies. ExchangeWire speaks with Stephen Molloy (pictured below), SVP, Adludio, about how buying impressions based on viewability will not help marketers achieve their goals and, in fact, engagement should be the true measure of whether an ad was actually effective.
Marketers remain undeterred by financial and economic concerns, including Brexit and government spending cuts, illustrated by continued growth in marketing budgets, according the IPA Bellwether Report Q1 2016, released last Thursday (14 April).
– Marketing budget growth sustained for fourteenth successive quarter
– Confidence regarding financial prospects deteriorates
– Internet and events spend rises but sales promotions and direct marketing cut
– Bellwether predicts ad spend growth of 3.3% for 2016
The report, which [...]
While real-time bidding is a common feature in most programmatic ad transactions, it is typically not deployed in programmatic TV, which allows broadcasters to decide how they want to package their inventory.
There were initial concerns among broadcasters in Asia-Pacific that programmatic could commoditise inventory, acknowledges Nick Chuah, chief commercial officer of AsiaMX, which just launched its programmatic TV ad exchange. RTB had driven down prices in the digital media industry and there were fears it could do the same [...]
Following our recent Now & Next piece, which delved into the evolution of the TV industry and the impact of new technology, ExchangeWire spoke to Kevin O’Reilly (pictured below), CTO, TVSquared, about effective TV measurement. Here, O’Reilly talks us through the challenges of achieving a global view of TV performance and how advertisers can overcome these.
ExchangeWire: What are the challenges of effectively measuring cross-border TV advertising performance?
Kevin O’Reilly: For the most part, response can be determined by IP address or, [...]
This week’s Latin American Roundup: How digital marketing teams have been investing their budget around data solutions in Brazil; Teads appoints Luciana Salazar as their new head of programmatic for Latin America; Editora Abril sets a deal with MOAT to provide better data and insights to advertisers and claims 100% human traffic.
Following the recently published piece about how to turbocharge digital out-of-home creative, ExchangeWire were keen to delve into another powerful way of transforming DOOH – data. Here, Mick Ridley (pictured below), head of data and technology, Exterion Media, explains to ExchangeWire how leveraging advanced data insight is key to successful OOH campaign planning, execution and measurement, and how Londoners should see a difference in the OOH media they consume throughout the city, thanks to data.
Increasingly, sophisticated use of data is [...]
Alphabet Inc. (NASDAQ: GOOG, GOOGL) yesterday (21 April), announced financial results for the quarter ended March 31, 2016. Google continues to prop up the company’s overall performance turning a profit whilst ‘Other Bets’ operate at a loss. Immediately after the announcement that Alphabet’s earnings missed forecasts, its stock fell. Also in this piece; Microsoft show strength in the cloud and search advertising revenue increased by 18%; Netflix’s share price takes a tumble; and Verizon continues to go from strength to strength.
“Our Q1 results [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: EU approves GDPR; House of Lords comments on new regulations; TabMo receives funding; Partnership between Unruly and The Trade Desk; and Eyeota partner with Kantar Media.
EU adopts General Data Protection Regulation
After years of lobbying, the new EU general data protection regulation finally sees the light of day. On 14 April, 2016, the EU approved GDPR. Among [...]
The video market is still set to grow at a rapid pace across devices for the foreseeable future. But as demand outstrips supply, is the subject of pricing being ignored and are new opportunities being missed? Adam Boast (pictured below), CEO, Videoflare, believes that to be the case.
Exchangewire: Given the popularity of video on most marketers’ media plans, surely price isn’t a barrier to entry?
Adam Boast: For many advertisers and their agencies, pre-roll VOD is a great opportunity to compliment [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Telstra unveils online video platforms; MediaMath brings training programme to APAC; Datalicious sets up APAC HQ; Dentsu establishes digital business; and Adform opens offices in Singapore and Istanbul.
Telstra unveils online video platforms
The Australian telco has introduced two cloud-based online video platforms touted to help digital media companies stream, deliver, and distribute online video content more effectively.
Its Video [...]