All posts in “Blog”

Ad Spending on Original Digital Video Programming Increased 114% since 2014, According to IAB Research

Participation in 2015 NewFronts Inspired Marketers & Media Buyers to Spend More On Original Digital Video Than They Planned

NEW YORK, NY (May 2, 2016) — Advertisers and media buyers have made an impressive 114 percent increase in investments in original digital video programming over the past two years, according to the third annual “Digital Content NewFronts: Video Ad Spend Study.” This survey of 360 marketing and media buying professionals was conducted by Advertiser Perceptions and released today by the Interactive Advertising Bureau (IAB).

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Twitter wants to be better at searches for Vines, Periscopes and GIFs

Twitter search engineer Sam Luckenbill says the social network is working on improving its search engine’s ability to index content posted to Twitter, Vine and Periscope.

Earlier today, I wanted to watch the “Damn Daniel” video. The viral video that turned a pair of white Vans sneakers into a symbol of the life originated as a tweet, so I searched for it on Twitter. Bad idea. Then I remember Google has access to Twitter’s full firehose. Great idea.

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Report: Facebook Messenger Ads Could Come Within Months

Facebook Messenger Ads could be sent to users that businesses had prior contact with.

According to a report from TechCrunch Wednesday, ads could start showing up in Facebook Messenger within a few months. TechCrunch said it obtained a document that Facebook sent to some advertisers announcing that business will be able to send advertisements to customers via Messenger in the second-quarter of this year.

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Header-Bidding Wrappers: Another Step Toward The End Of The Waterfall

Header bidding has been such a runaway hit for publishers that it’s required the development of a new technology to manage all the partners they want to add.

What seems a small change – the addition of a wrapper that organizes buyers as they enter the ad server – further solidifies header bidding’s place in the publisher toolset and portends future disruptions to how publishers serve ads.

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Canada’s Ad Market Continues Inexorable Shift to Digital Ads

TV remains a fixture in ad budgets.

In 2015, digital ads made up more than a third of total ad expenditures in Canada, eMarketer estimates, and that percentage will continue to climb in 2016. Digital’s high degree of targeting precision and advanced metrics are attracting a larger share of ad budgets, even as many digital ad formats continue to mature, according to the latest eMarketer report, “Canada Digital Ad Spending Forecast 2016: Mobile, Video and Social Pushing Investment to New Heights.”

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Facebook Starts Testing Live Video Streaming For The Masses

Edging closer to Periscope, social network gives a small number of US iPhone users ability to live stream. Still no access for business Pages.

Facebook is dropping the velvet rope on live video streaming. Today, the social network announcedthat it is giving a select group of US iPhone users the ability to broadcast live from within the Facebook platform.

At launch in August, Facebook’s live streaming feature was available only to celebrities and other public figures with access to Mentions, an iOS app designed to help high-profile people to manage their Facebook presence. In September, Facebook opened Mentions to all verified users, and now it’s starting the process of giving everyone access, beginning with five percent of US iPhone users.

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6 Categories of Native Advertising and Its Benefits

Recently, more companies have turned to native advertising to promote their brands as it has proven to be more profitable compared to traditional online advertising so far.

Native ads are types of online advertising that matches the form and function of the platform on which it appears. It can increase brand lift as much as 82% and purchase intent is 53% higher due to the reason that native ads are viewed by people more frequently than traditional ads. Aside from being beneficial to brands, these ads could also fit for publications, thus the native advertising industry is projected to reach $4.6 billion revenue by 2017.

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Why banner ads remain the most effective web marketing format

Believe it or not, banner ads remain the most effective ad format.

AppNexus took a snapshot of the marketing world based on vendors’ users’ views, providing insight into what is working, and what is not, in the actual day-to-day execution of campaigns. The AppNexus survey Q2 2015 Digital Advertising Index, which is based on more than 80,000 campaigns transacted on its platform that quarter, revealed banner ads still offer marketers the highest click-through rates.

This may surprise some marketers who don’t typically place a high value on the sometimes overlooked banner ad. However, banner ads offered marketers the least expensive format on the AppNexus platform at $0.16, and also the second highest clickthrough rate at 0.04%, barely trailing expandable ads at 0.05%. For clickthrough those two ad formats significantly outpaced interstitial, pop-up and skins, and skins was the most expensive format exceeding expandable ads by more than a dollar.

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Why 2015 Is The Year For Mobile Advertising

It’s that time of the year again. With 2014 behind us, we have come up with a few predictions for 2015 regarding the mobile advertising industry.  Mobile is continuing to disrupt the industry, and the most successful marketers in 2015 are the ones that will embrace what mobile has to offer, but do so responsibly.  As the technology available becomes richer, and as consumers continue to become more entrenched in mobile, the opportunities to engage with them continue to increase.  Marketers need to capitalize and harness the big data that they have to drive engagement and that engagement needs to move well beyond the click.  At the same time, the industry needs to continue taking measures to combat ad fraud.

Here’s a snapshot of my predictions for the year:

Mobile Won’t Be Synonymous With ‘Simple’ Anymore
During 2015, it will become acceptable to expect mobile users to complete more complicated tasks that were typically reserved only for their desktop counterparts in the past. Marketers will no longer need over-simplified conversions for mobile devices.  Purchases that require long sign-up forms (insurance quotes, product signups, shopping cart completions) are no longer daunting for the experienced smartphone user and this provides marketers much more flexibility in what they can serve.

Hyper-Local Conversions Will Actually Happen
We’ve heard about hyper local for years, and beacons have been all the buzz in the last year or so.  In 2015, I believe that brick and mortar businesses will begin to fully harness hyper-local technology, such as iBeacons.  They’ll use these not only to connect with consumers in the area, but to track in-store conversions with consumers that they’ve previously engaged with via advertising. These type of in-store conversions have largely been ignored up until now and will be an exciting opportunity for marketers in 2015.

The Internet of Things is Expanding
Mobile won’t just mean iOS or Android anymore. This year, more semi-mobile devices will be allowing limited advertising, such as set-top boxes, TVs, kiosks and self-checkouts. To the contrary, wearables that have become mainstream in 2014 will not really have an impact on the advertising landscape in 2015.

Bigger Data in Mobile Continues to Grow
Big data in mobile will only continue to get bigger. Better cloud technology combined with a continued shifting of online traffic to mobile devices will force mobile-centric companies to scale rapidly or be left behind.  This will be a challenge for marketers as many aren’t able to properly harness and analyze the big data that they have now.  It is crucial for marketers to find platforms and networks to capitalize on this data and use it to drive engagement and revenue.

Fraud and Viewability Protection is Improving
Improved fraud and viewability protection in 2015 will force apps and websites that foster fraud or a poor advertiser experience to get better or risk losing their inventory buyers. This means that standards like 3MS and their associated metrics will begin to gain significant traction within the industry.

Good Bye, Click
There will be a shift away from CTR, to qCTR (Quality Click Through Rate), where the number of post-click engagements is the real measuring stick on mobile. It is becoming increasingly clear that the outdated metric of “CTR” is no longer valid in this age of fat-finger clicks and “snow cone” clicks.  With the level of interactivity in Rich Media, there’s just no need to focus on the click.  Marketers need to look at secondary engagement as their measure of success.

One thing is for certain – 2015 is going to be an exciting year!

Five Things A DSP Should Look For In A Mobile Ad Exchange

In a market crowded with options, choosing a mobile ad exchange can be an overwhelming task.

Integrating with a mobile ad exchange extracts significant resources from both the DSP and the exchange itself so it’s important to research an exchange’s available features—and determine their value to your organization—before committing that investment. Here are a few things to consider as you prepare to integrate with a mobile ad exchange:

1. Unique Inventory

Many exchanges that offer significant volume are simply reselling inventory from other networks and exchanges, offering low converting, low quality impressions that are rarely first-look. The key when choosing an exchange, then, is quality over quantity. Private exchanges are an excellent place to start when vetting exchanges; they tend to attract exclusive, first-look inventory by offering publishers substantial control over their CPM floors, allowing them to whitelist advertisers and demand partners, and providing enhanced ad quality controls.

2. Scale

After isolating exchanges with unique inventory, you still have to consider volume. If an exchange can’t offer the volume necessary to meet your customers’ campaign goals, the integration will be a waste of time and resources. Before vetting exchanges, take stock of your campaign goals and available resources to better target your search. Then, seek exchanges whose inventories are varied and plentiful across ad formats, locations, and verticals.

3. High-Converting Formats

Not all ad formats are created equal and nowhere is that more true than in the mobile ecosystem.  Banners can offer great scale but tend to be disruptive to the user experience and lend themselves to accidental clicks. In order to achieve your advertisers’ campaign goals, look for exchanges that offer high-converting ad formats such as full-screen interstitials, video and retina ads in all forms. As mobile usage shifts significantly in favor of apps, exchanges that offer higher-converting in-app inventory are preferable to those that deploy solely on the mobile web. Additionally, choose an exchange that offers strong downstream metrics for app installation, purchase, sign-up, download, and any other metric that your organization deems valuable.

4. A True Programmatic Solution

Programmatic is the hot topic in the ad tech community. But while many exchanges try to capitalize on its trendiness by claiming to offer programmatic solutions, beware: some of these exchanges have simply rebranded their standard buying solutions via ad tags presenting them as programmatic. Look for exchanges that offer real-time bidding (RTB) integrations to capitalize on the ease and scale of programmatic buying. Additionally, choose an exchange that follows OpenRTB protocol for standardization and ease of integration.

5. Best-in-Class Support

While a self-service platform can be enticing for its ease of use, a high-quality (and eminently available) support team makes all the difference when it comes to optimizing. High touch support allows DSPs to get all the help they need while troubleshooting, optimizing, and honing their bidding strategy. Best-in-class support solutions go one further, providing better insights into the bidding landscape as well as identifying emerging high converting inventory. Remember: programmatic doesn’t mean removing the human element. Nothing beats real live human support from qualified technical professionals.

Focusing your search for a mobile ad exchange helps eliminate trial and error and allows you to take advantage of the exciting cutting edge options available to your organization. Good luck making your (informed) jump into this powerful integration.