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The future of native programmatic explained in five points



Two weeks ago, the Hospital Club was the venue for Sharethrough’s Programmatic Native Breakfast, with brands, agency trading desks, demand-side platforms (DSPs) and publishers all interested to learn about the future of programmatic native.

Here’s a quick overview of the top five discussion points:

Online advertising: a matter of timing

img0410 Black Sheep VodkaOne of the tenets of TV planning is that the value of an impression changes throughout the day. Advertisers are prepared to pay significantly more to reach consumers in the evening.

One of the reasons for this premium is that audiences tend to be more attentive later in the day. Yet this interest in dayparts has not been replicated in online planning to anything like the same degree.

Perhaps this is due to it being unclear, up to now, whether this is a medium specific finding: is higher attention on TV driven by the content or the time of the day per se?

The Daily Poke: Difficult does it

Difficult does itEasy Street. It’s where we’re all aiming for, isn’t it, as the definition of an enjoyable life? Well, not so, according to Yale’s Professor of Humanities, Harold Bloom. A life filled with surmounted difficulties and challenges is far more satisfying. Hard, for want of a better word, is good. (Easy, now.)

It gets really interesting when you apply this to branding. So many brands have the aim to make life easier, to stand for ease of use. Being deliberately difficult or celebrating arduous achievement goes against the grain, that an easier experience is a better one.

Wearable tech – the future of healthcare?

WEB_Apple_watchWith the Apple Watch set to hit the shelves later this month, it’s an exciting time not just for consumers but businesses too.

For me, this product is set to become by far the highest profile wearable health device on the market and will transform how the entire sector operates.

My prediction is that this transformation is set to shake up the whole wearable tech industry, which is likely to evolve to consist of increasingly high-end devices – similar to that which we’ve seen with smartphones.

IAB results prompt advertisers to take a cross-channel approach

MobileholdingphoneLast week, the Institute of Advertising Bureau’s 2014 Digital Adspend report revealed phenomenal growth yet again: across 2014 a massive £7.2bn (up from £6.26bn in 2013) was spent on digital advertising as a whole.

However, most interestingly, spend on mobile advertising accounted for a massive 23% of the total spend – a growth of 63% YoY.

The Daily Poke: Phone pitch

Phone pitchTaking green technology to its most literal extreme, O2 has collaborated with designer Sean Miles to offer rugby fans a pitch perfect upgrade.

Clippings from Twickenham stadium, no doubt fertilized by the blood, sweat and sprain-induced tears of its England home team, have been reformed into this unique and eco-friendly phone.

Welcome to the new normal – social selling

Social Selling“A-B-C. A-always, B-be, C-closing”, is the immortal advice Alec Baldwin’s character Blake imparts to a group of hapless salesmen in the movie Glengarry Glen Ross.

This basic sales tenet has not changed much since; however, the routes to generating such leads have altered irrevocably thanks in large part to the boom in social media.

2015 is the year of video – but only if people can see them

Man watching video on tabletOnline video is the rapidly rising star of the digital ad world. Last week’s IAB figures revealed that spend grew 43% year-on-year to £442m in 2014, with mobile video climbing even faster – by 142% to reach £162m.

But why now? After all, video ads have been around for years.What’s changed is that brands now feel comfortable with the format.

The Daily Poke: Surreally delicious

Surreally delicious 1When you think ‘energy drink’, one brand probably comes flying to mind first. Red Bull may have cornered the market with a strong positioning based on high-octane fun and achievement. But deliciousness, variety and individuality don’t really feature here, nor with any other energy drink brands.

Prancing confidently into this gap is Strangelove. Each of the premium, organic options (Ginger Beer, Blood Orange & Chilli, Smoked Cola, and Bitter Grapefruit) is introduced by its own surreal character ‘inspired by the founders’ past lives and the sins they wish to atone for’.

Big data: looking beyond the marketing realm

big data 1Big data has proven itself to not just be a trend, but a shift in overall strategy, with marketers at the forefront.

Gartner has predicted that by 2017, chief marketing officers will spend more on technology than chief information officers will, and some of our clients even believe a CMO’s spend on technology will outpace that of a CIO by more than double in that time.