Posts Categorized: Advertising

The year ahead for programmatic

The programmatic ecosystem has seen substantial growth over the past few years.

Programmatic

It has moved from being a cheap solution and now grants access to guaranteed premium inventory.

However, with the number of brands adopting programmatic methods, there is now a greater chance for issues such as poor user experience and poor advertising quality.

However, there are now stronger data protection regulations in place which can combat these issues. With this in mind, there are a few trends I expect to see over the coming year.

As marketers try to gain more control over automated ads, we will see a greater focus on what they actually want from automated solutions.

Read more on The year ahead for programmatic…

How to appease ad-verse customers

As ad blocking rises, it’s become a big problem for brands and marketers alike – and one that’s not going to disappear overnight.

AdBlocker

But while many in the industry are worried that we’re facing the end of ad-supported content, ad blockers can signal an opportunity for marketers to step up and revitalise the ad-supported online experience with better content, to deliver better results.

After all, content isn’t free to produce and brands have every right to monetise it. But equally consumers have the right to avoid bad ad experiences.

Here are three methods that could help brands improve the viewing experience for today’s ad-verse consumers.

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DOOH shares the same DNA as online and mobile

Back when this all began in 2005, and the first run of screens launched on the London Underground, DOOH stakeholders were keen to see the premium ad-revenues rolling in for this new turbo-charged Outdoor offering.

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Many in the industry thought DOOH would boost Outdoor’s overall market share by deflecting existing budgets away from display and mobile advertising, and this could explain our relative antipathy in the beginning.

Fast forward to 2015 and the mood couldn’t be more different.

We in DOOH now sit comfortably alongside digital and mobile, courting some sort of harmonious digital threeway for clients, inviting them to sample our wares collectively.

Read more on DOOH shares the same DNA as online and mobile…

Super Bowl 50: How to amplify your advertising beyond the big event

Super Bowl 50 is almost upon us and the advertising industry and consumers alike are indulging in brand’s campaigns ahead of the event.

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Many brands have launched teasers for the sporting occasion. Already, we’ve seen Pokémon kicking off its 20th anniversary celebrations with their first ever Super Bowl ad and Marilyn Monroe and Willem Dafoe starring in Snickers’ campaign (pictured).

Advertising is key during Super Bowl, with last years’ game breaking TV records, but what can brands do to amplify their advertising strategy around the event?

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The new brand-agency model

While many like to believe that advertising is a mystical combination of art and science mastered by a few qualified geniuses, the truth is that there are only a few visionary companies that can revolutionise the industry.

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When something works for one major advertiser, the industry quickly tries to repeat the strategy.

What we’re seeing today is a shift in the way brands have traditionally handled their digital media buying, one that many more are likely to follow. It is no longer about consolidation under one agency for buying power.

We have even seen a few major global brands recently actually dividing media budget between a few agencies rather than keep all accounts with a single agency. Read more on The new brand-agency model…

Why adtech will be as important as ever in 2016

As highlighted in our most recent piece of research, last year proved to be a challenging year for some in the adtech sector, notably for publicly quoted companies.

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However, the market does not start and end with the public markets and dire warnings on the state of adtech simply do not take into account just how buoyant many private companies are.

There’s no disputing that publicly-listed adtech stocks took a battering in 2015, on average dropping by 37 percent over the course of the year according to Results’ own index.

Read more on Why adtech will be as important as ever in 2016…

How brands use WhatsApp

Facebook’s WhatsApp has joined the one billion monthly active users club.

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That’s almost one seventh of the world’s population now using the service every month, overtaking Facebook’s own Messenger app, which has reported 800 million monthly users.

WhatsApps’ founders have always pledged to avoid third-party ads but brands are finding other ways to reach users.

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10 predictions for native advertising in 2016

At the end of 2014, we predicted brands would go mobile-first on content creation, content cards would become the de facto design unit, programmatic native distribution would take shape and the headline would become the new tagline.

Predictions

For 2016, we’re looking at how hot-button publishing and advertising trends from 2015 will take shape in the year to come: from distributed publishing to ad blocking, native video and attention metrics.

Read more on 10 predictions for native advertising in 2016…

What does ad fraud mean for advertisers?

A recent study by the Association of National Advertisers (ANA) concluded there is a very real monetary cost to ad fraud. $7bn globally to be precise.

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The indirect cost is of course poor campaign performance, lacklustre return and flawed results.

Where botnets are concerned the problem is not really anything new, or exclusive to programmatic, but ad-fraud in all its forms has certainly grown alongside the take-up of programmatic display and the issue permeates both the buy side and the sell side. Read more on What does ad fraud mean for advertisers?…

Young people and TV, some facts

Kids eh?

A new online survey of children asking them about their media habits, by the research agency Childwise, caught BBC News’s attention today and I was invited on to talk about it.

Kid

Now I want to blog about it, as I’m all about posterity.

Childwise’s findings focussed on a claim that children aged 5- to 16-years-old now spend more time online than they do watching TV.

Good headline, and it may be true, but it totally misses the point.

Online and TV are not equivalents. You may as well pit kettles against electricity.

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