Posts Categorized: Digital ads

Programmatic for posters

ThinkstockPhotos-458355307Spend for programmatic digital display advertising reached the $21bn (£13.7bn) mark globally last year and is predicted to increase to $53bn (£35bn) by 2018, according to Magna Global. But some segments of the advertising industry have been considerably slower in the uptake of programmatic than others.

Programmatic in the out-of-home (OOH) industry is yet to develop despite the significant investment in digital screen technology. So what’s the problem? In short, some 95% of OOH’s audience delivery relies upon manual paper and paste posting of classic posters, not exactly ripe for real-time trading.

And there are other issues too. The OOH sector has never had quite the same reliance on tech as other media. In order to make the shift to programmatic, the industry needs to begin to develop standardisation in software and inventory management systems. Read more on Programmatic for posters…

Mobile advertising has a measurement problem

Tape measure by Randen PedersonBrand investment in mobile advertising is growing quickly — spending is projected to reach $46bn in 2019, according to Forrester — yet only 1% of those ads receive any type of engagement.

What tools and resources do advertisers and agencies have to report and analyse the 99% of unclicked impressions? These ad impressions have value, but there are only flawed and debatable tools for measurement.

Impressions shouldn’t be wasted

Unclicked ads should not be universally discounted as wasted impressions. A recent mobile advertising neuroscience study from Sharethrough and Nielsen showed how impressions can influence brand perception. Analytics platforms, from Moat to IAS, have focused heavily on viewability by making certain that ads are viewable. Contrary to the IAB standard for viewability, which is “a minimum of 50% of pixels in view for a minimum of one second,” WPP agency GroupM and Unilever announced earlier this year that they would only count video impressions when 100% of the ad player is in view. Read more on Mobile advertising has a measurement problem…

Consumers’ mobile ad value revealed

WEB_mobile_phone_thumbs_upHaving discussed consumers’ ad attitudes and ad appeal, Stephen Jenkins, global vice-president marketing and communications, EMEA, Millennial Media, takes a look at ad value and consumers’ self-perceived worth to advertisers on mobile.

It’s important to note we are not talking about a figure that consumers believe they should be paid, but their perceived worth to advertisers for letting them into their most personal devices.

Consumers expect mobile advertising, but in a timely fashion

We started off by asking whether consumers were happy to receive advertising in exchange for keeping mobile services free, or if they would prefer to pay for such services and avoid the ads. From our 4,000-plus consumers, three quarters (72%) said that they expect to receive some advertising in a one-hour time frame to keep content free. Only 3% of consumers said that they pay in order not to have ads. Read more on Consumers’ mobile ad value revealed…

The mobile advantage: More data, better audiences, improved engagement

MobileholdingphoneMobile is the most powerful medium advertisers have ever had to connect with consumers. The accuracy and granularity of data available on mobile is unmatched. Coupled with the fact that consumers now spend more time on mobile than any other medium, the mobile advantage is crystal clear. But why is mobile so powerful?

Mobile IDs have a lot to do with it. These IDs, specifically Apple’s IDFA and Google’s Advertising ID, provide a much more reliable tracking method than the cookies that are predominantly used on the desktop. And, since each device has its own unique ID, there is never any confusion about who you are targeting. Read more on The mobile advantage: More data, better audiences, improved engagement…

How mobile ads appeal to consumers

Location-based mobile ads: how do you get it right?Following Millennial Media’s first deep dive into its What’s My Worth? study, which aims to understand the value exchange consumers have with advertisers on mobile, Stephen Jenkins, global vice-president of marketing & communications, EMEA, looks at how ads appeal to mobile users, and the specific actions it pushes them to.

Beyond the click

Of those that clicked on a mobile ad (62% of 4,018 consumers polled), more than a third were prompted to specific action on their smartphone (35%) or tablet (38%). The four most popular actions beyond the initial ad engagement can be seen in the chart below. Read more on How mobile ads appeal to consumers…

Digital campaigns to watch: Vodafone, Doritos and Very

WEB_Vodafone_Guardian_LabsBrands are realising that an effective content campaign isn’t just about working harder – it’s about working smarter too. This month, Vodafone, Doritos and Very.co.uk have all used existing principles like media partnerships, user-generated content and embedded ads, to come up with something refreshingly unique.

Vodafone and Guardian Labs’ ‘Alternative Europe’

Vodafone and Guardian Labs’ partnership takes customers on an ‘Alternative Europe’ tour. The new content portal, hosted on the Guardian website, focusses on five lesser-known European destinations: Turin, Lyon, Gothenburg, Leipzig and Ghent. The campaign capitalises on budding travellers’ eagerness to share posts, including tips and photos of their destinations. The Guardian will produce weekly editorial pieces focussing on each city, featuring Spotify playlists created by local musicians, adding a further social element. Read more on Digital campaigns to watch: Vodafone, Doritos and Very…

Mobile ad attitudes explained

WEB_mobile_gamingFollowing the recent launch of Millennial Media’s What’s My Worth? study – which polled more than 4,000 consumers across France, Germany, the UK and US – Stephen Jenkins, global vice-president marketing & communications, EMEA, breaks down the results and what they mean for advertisers.

Seeking to understand the value exchange consumers have with advertisers on mobile, the research asked how much advertising is acceptable, what experiences are most engaging and what do audiences believe their time and attention is worth. Here we take a look at ad attitudes and what consumers think of mobile advertising. Read more on Mobile ad attitudes explained…

Infographic: Back-to-school campaigns

(Thinkstock/martince2)

Back-to-school campaigns by retailers may be a constant irritation to schoolchildren watching the holiday clock tick down to zero but for retailers, they’re a critical point in the year.

These campaigns focus on getting customers – the parents – into physical stores, the idea being that once they’re in they’ll buy as much of the equipment their children need that they can in. For that reason, increasing foot traffic is the goal of 64% of back-to-school campaigns – a rate that is four times greater than for a normal campaign. Read more on Infographic: Back-to-school campaigns…

With GoPro, a media company takes shape

WEB_GoPro_cameraGoPro is much more than a consumer electronics manufacturer. They’re really in the business of content enablement. So claimed Zander Lurie, the company’s Senior Vice President of Media, speaking at NATIVE 2015, the premier native advertising conference presented by Sharethrough.

“We sell products — cameras, mounts, accessories, etc — but the ethos, and the culture of the company is built on content enablement,” Lurie said during a one-on-one conversation with Sharethrough president Patrick Keane.

Lurie’s statement will come as no surprise to those familiar with GoPro, a company whose rise from surfer’s pipedream to tech behemoth is as awe-inspiring as any of the feats captured by its signature cameras. Read more on With GoPro, a media company takes shape…

Our metrics are broken


Man watching video on tabletWhat does ‘view’ mean? Sounds like a simple question, but for a media buyer looking at the multiplicity of emerging online advertising formats, particularly within the video space, getting to the bottom of this presents a massive challenge.

The fact is, one media owner’s interpretation of ‘view’ can be completely different to another’s, highlighted by the emergence and growth of “completed views”. Read more on Our metrics are broken
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