The programmatic ecosystem has seen substantial growth over the past few years.
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…
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.
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…
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.
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…
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.
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…
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.
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?…
Consumers’ ongoing love affair with their smartphones, tablets and other devices has created a contradiction.
Device ubiquity and always on connectivity has made the potential to reach people relatively easy, provided we use timely and compelling content.
But until very recently it’s been considerably harder to control the maximum or average frequency that we reach each person, at scale. And that’s a big issue.
Data and technology are providing us with the means to target with increasing precision, as well as the scope to scale audiences via accurate modeling. These are sexy capabilities that are quite rightly given the respect and attention they deserve. Read more on Basic media disciplines to drive marketing…
Spend on social advertising jumped 50% year on year in the last quarter of 2015, stimulated by new Facebook ad types, changes in bidding strategies and the wider availability of Instagram ads.
The analysis suggests spend on search advertising grew by 8%, driven in part by growth in retailers’ use of seasonal product listing ads (PLAs), which made up 26% of all search impressions (up from 8% a year ago).
Mobile continues to be the biggest driver of overall growth in both channels, accounting for nearly all of the annual spending increase in paid search. Read more on Infographic: Search vs social advertising spend…
There’s little doubt that social media advertising models have become more sophisticated.
Snapchat’s new ad format allows users to access longer-form video content while Twitter recently launched its conversational ads format, Samsung signing as an early user of the service.
However, one social platform that won’t be joining the advertising fray, in the traditional sense at least, is WhatsApp. This week the Facebook-owned messaging service announced that it will scrap its nominal 69p annual subscription fee but ruled out ads and messaging spam. Read more on WhatsApp changes will accelerate brands’ use of live chat apps…
Last week on these pages, header bidding was described as a means to take the programmatic industry “one step closer to ultimate efficiency”.
It sounds like an enticing promise but while header bidding can help create a more open and transparent market place, it is not without its challenges.
Central to these is the fact that the way header bidding is set up could make it harder to deliver on the biggest issue for marketers: “did anyone see my ad?” Read more on Header bidding isn’t a win-win…
In a relentless quest for innovation and efficiency, online marketing seems to have ignored real-world etiquette.
Consumers are often taken aback by how much brands track their online activity to deliver highly personalised ads, leaving them feeling that their privacy has been violated.
This is now coming to a head with the rise of ad blocking.
15% of UK internet users are already using ad blocking software. As a result, brands need to tread carefully, delivering highly engaging messaging that enhances the consumer experience instead of irritating them to the point they seek an ad blocker.
So, what can brands do to reassure consumers their privacy is not under threat and to embrace the benefits of personalised cross-device advertising? Read more on Walking the tightrope between effective targeting and alarming your audience…