Posts Categorized: Digital ads

Coping with life after right side ads

googleLast month, Google redesigned its search engine results page, removing the paid results on the right hand side. The move reduced the total number of ads on the page and added a new fourth ad at the top. This has aligned the desktop user experience to that on mobile and caused major search advertisers to rethink their approach.

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What does ad-blocking mean for creative agencies?

Ad-blocking. It’s happening everywhere you look.

adblock

It’s the digital equivalent of sticking all the direct mail that comes through your front door straight into the bin, without even a glance.

Like online ads, all that direct mail is a form of targeted marketing but the chances are you really don’t want another pizza/curry/minicab/estate agent.

It’s the same online. 22% of British adults are now doing it, according to the latest IAB research, and that’s 47% if you’re 18-24 years. Chances are you’re one of the digitally aware who’ve had enough of the unwanted pop-ups just as much as those unwanted flyers.

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With evolving native video formats changing what metrics should you pay attention to?

The digital advertising landscape is rapidly changing and to keep pace publishers are offering up new ad units and formats that allow advertisers to engage directly with their audiences.

Word cloud concept illustration of media advertising glowing light effect

One of the most discussed of these new ad formats has been native video, which was recently defined by the IAB and is one of the many ways publishers are responding to growing advertiser demands.

New ad formats can be confusing, even if you’ve been in the industry for a long time.

One of the largest points of publisher confusion for native video has been around measurement.

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Convergence is the bottom line for tech

Back in 2006, Henry Jenkins made convergence  the go-to buzzword du jour. The du jour extended pretty much to the decade’s end.

convergence

Cited by futurologists and industry pundits and headlining agency annual conferences, convergence felt like a pretty big deal.

At the time, many considered convergence within the context of devices.

When tech transforms, we invariably first think in tangible terms. The physical, tangible, hardware is easier for us all to get our heads around.

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Native ads move further into the programmatic era

Sharethrough and The Trade Desk have announced a major new programmatic native advertising RTB integration.

Programmatic

Through this new programmatic native partnership, buyers will be able to purchase in-feed ads through The Trade Desk’s Omnichannel RTB platform, accessing massive audiences with in-feed ad placements across hundreds of premium sites and apps through the Sharethrough Exchange (STX).

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Study: the Millennial perspective on native ads

girlwithPhoneMuch has been said about the ever-buzzworthy “Millennial.” With their eyes and thumbs glued to their phones, Millennials practically live online, spending nearly 18 hours a day with different types of media, albeit some of it simultaneously. They’re a generation of early adopters, with just enough life experience to influence the direction of trends, while being young and open enough to the ever-changing landscape of technology to not be stuck in their ways — at least not yet.

TL;DR: What’s important to Millennials today will be embraced by everyone tomorrow.

For these reasons and more, brands and advertisers are hungry for Millennial data and eager to understand this elusive, yet essential segment. Read more on Study: the Millennial perspective on native ads…

How digital is driving out-of-home advertising growth

battersea dogs & cats home digital out of homeThe Out-of-Home (OOH) industry has achieved great things in 2015 and with 3.9 per cent sector growth predicted in Western Europe, according to Carat’s Ad Spend Report, the future is looking brighter still. Better yet, Carat is forecasting a 4.3 per cent rise in OOH advertising spend in 2016.

Growth in Digital Out-of-Home (DOOH) has played a huge part in this. The proliferation of data in the sector, driven by technology, is allowing media owners to facilitate campaigns that are more targeted and contextual, driving engagement with consumers like never before. Campaigns now are also more measurable, offering greater accountability to advertisers keen to optimise their messaging and creative in real-time. Read more on How digital is driving out-of-home advertising growth…

It’s time to ditch display ads

Of all the “Zucker” web pioneers in the World, Ethan Zuckerman is surely the most loathed.

BuzzFeed-page

Working for Tripod.com in the 1990s he invented the odious pop-up advertising format that has enjoyed a lucrative career assaulting the eyeballs of innocent web browsers with sponsored messages and swindling clickbait.

Last year he issued a public apology for “creating one of the most hated tools in the advertiser’s toolkit” in a paper questioning whether advertising – the “default business model on the web” – has had its day in the sun.

His pop-up has been given the boot, but it won’t be the last tool for the scrapheap.

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The Publisher Opportunity with Native Video and Outstream Ad Products

Man watching video on tabletOver half of all online video views now take place on mobile devices. To capitalise on this, publishers need to implement video monetisation strategies that resonate with their audience or risk falling behind in one of digital advertising’s fastest growing markets.

In 2016, Facebook is expected to sell over £500 million worth of mobile video ads, 100% of which will come from “native video” ad products like in-feed video ads. For anyone who has been in digital advertising for a while, it is jaw-dropping that a sizable amount of that £500 million revenue figure will come from ‘autoplay’ video ads. Instagram, Twitter, and now Pinterest, are all following suit with their own in-feed autoplay video strategies.

Publishers, it’s time to get moving.

The newness of native video, combined with its explosive growth, has left the industry scrambling for some standards. To help bring more clarity and structure to the new video landscape, the IAB recently released a new glossary that defines what exactly native video is for the first time. Read more on The Publisher Opportunity with Native Video and Outstream Ad Products…

OOH beacon tech is transforming ordinary journeys into extraordinary experiences

Out-of-Home (OOH) beacon technology is rolling out across the nationwide bus and rail network and the London Underground, providing brands with access to consumers on the move via their mobile device.

Kung Fu Panda 3

As a result, this month sees Shazam and Fox bring the first beacon-enabled advertising campaign to London buses for the release of Kung Fu Panda 3.

Promotion of the film began at the end of February with T-sides and Supersides on buses across the capital, before coming directly to commuter mobile devices on the day of the movie’s launch on 11 March.

Passengers using the Shazam app will be served bespoke content including the trailer, and have the ability to book cinema tickets directly via their device.

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