Programmatic ad spend close to smashing £1 billion barrier

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Spending on programmatic ads in the UK is getting closer than ever to smashing the £1 billion mark, now accounting for nearly half of all display ads. By 2018 it is estimated that around 70-80% of digital spend will be programmatic.

The Internet Advertising Bureau (IAB) latest Media Owner Sales Techniques studiy shows that of £2.13 billion spent on display ads on both mobile and internet last year 45%, equalling £960 million in total, was traded programmatically. The...

By Liz Morrell, 01 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

How mobile audiences are driving the growth of video

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Mobile audiences are proving to be the most popular for the growth of video consumption and advertising growth, according to new figures.

The Q1 2015 Global Video Index from Telstra subsidiary Ooyala shows that mobile devices made up 42% of all online viewing during the first quarter of this year. Of those views it was smartphones that particularly drove the growth – accounting for four times as many plays than tablets during the period.

The report also showed that TV...

Consumers turned off by generic messaging demand greater personalisation of ads

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Consumers increasingly want personalised, less regular but more targeted messaging, according to a new study released this week which says that nearly two thirds (63%) of respondents are annoyed by repeated generic messaging.

The conclusions are drawn from global research of 2,200 consumers by marketing automation platform Marketo which also showed that more than three quarters of respondents (78.6%)  said that they would only interact with a brand’s coupon or offer if it...

By Liz Morrell, 24 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Why your static display is getting left behind compared to swipe ads

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Swipe mobile ads increase consumer engagement, according to a new study from mobile advertising agency Widespace, which shows that nearly a third (28%) more users remember a brand ad if it is a swipe compared to a static solution.

The company’s data also shows an increase in relevance of swipe ads of up to 100% when compared to static ads where brands are unable to read as much data about the user’s preferences. It was also found that users are 4.5 times more likely to seek...

By Liz Morrell, 22 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Lack of premium inventory hampering online video advertising growth

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Whilst online video advertising may be on the rise its growth is actually being hampered by a lack of premium inventory, according to a new global report conducted by Forrester on behalf of Teads.

The report, which surveyed more than 500 decision makers across a number of countries earlier this year, found that nearly all those surveyed expected digital video spend to rise in the next two years since video ads represent what the report calls “a dream format” for advertisers...

By Liz Morrell, 10 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

DataXu tops rankings in Forrester advertising report

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Programmatic marketing software provider DataXu has come out top in a ranking of nine companies evaluated by Forrester Research. 

The company received the highest scores for its buying, data and analytics offerings in The Forrester Wave: Demand Side Platforms Q2 2015 by Forrester Research. Of the companies evaluated – which were shortlisted from 22 vendors initially – the company also received the highest scores possible for market presence and corporate...

By Liz Morrell, 07 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Don’t believe all that you read: The top five myths why marketers avoid mobile ads

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Mobile advertising is nothing new. In fact, ‘The year of the mobile’ has been used as a label for so long now that it feels like something your Grandad used to say.  

2015 is on track to be the tipping point at which more UK searches are performed on mobiles than on desktops; so, less ‘year of the mobile’ and more ‘year when you really, really, have to get your mobile strategy firing on all cylinders’ (admittedly not quite as catchy). ...

By Dan Watt, 05 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Increased viewability and improved click through rates come from new bidding algorithm

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Brands can expect increased ad viewability and improved click through rates if AdRoll’s updated bidding algorithm continues to work as effectively as the company claims it has done since its initial development, according to the company. The news comes as the industry continues to try to strive to improve viewability of ads after Google produced a report last year saying that more than half (56.1%) of served ads are never seen.

The retargeting specialist has deployed a new version...

By Liz Morrell, 29 May 2015, 0 comments. Categories: Advertising, Advertising Technology, Branding.

It’s clear: Interactive ad displays are more engaging than static equivalents

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As consumers are bombarded with messages every moment of every day, we are going to sit up and take notice when something’s a little different from the norm. That's the not-entirely-surprising conclusion drawn by new research which has found innovative display ad formats deliver more effective interactivity, emotional response and dwell time than standard digital display ads.

Yet the research does deliver some impressive statistics. The research was conducted by neuro research...

By Liz Morrell, 27 May 2015, 0 comments. Categories: Advertising, Advertising Technology.

Millennial Media: We’ll give you 100% viewability for in-app mobile advertising

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The first pledge to offer a 100% viewability guarantee for in-app mobile advertising campaigns has been announced this week. Mobile ad marketplace Milliennial Media has made the promise claiming that the move ensures advertisers that its media is the most trusted source of mobile impressions in the ecosystem.

The company is partnering with measurement specialists Integral Ad Science to measure in-app viewability but will also continue to partner with the MRC, IAB and other marketing...

By Liz Morrell, 18 May 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Christian Aid claims to be launching world’s first interactive television ad

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Charity Christian Aid claims to be launching the world’s first interactive television ad on Friday which will enable viewers to donate immediately via their smartphone.

Launching ahead of Christian Aid week, which begins on Sunday, the advert will encourage viewers to download the PowaTag app to make a one-off donation or sign up as regular donators to the cause.

Prompted by the PowaTag logo on-screen viewers simply activate the app, choose the amount to pay and...

By Liz Morrell, 05 May 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

New programmatic native advertising exchange launches

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A new programmatic native advertising exchange has been launched across Europe this week to give advertisers access to premium in feed native advertising inventory, to be bought and sold programmatically for the first time across desktop, tablet and mobile devices.

The new exchange has been enabled thanks to a partnership between native advertising specialist Adyoulike and AppNexus. The Adyoulike exchange aims to further streamline the process of buying and selling native advertising in a...

By Liz Morrell, 13 April 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

API launch enabling brands to engage through chat apps aims to change face of digital marketing

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The launch of the world’s first API that will allow brands to engage consumers through chat applications promises yet again to change the current face of digital marketing.

Cloud communications specialist Nexmo has launched the Nexmo Chat App API as the latest addition to its cloud communication portfolio of communications APIs and services meaning that brands are now able to choose whether to engage with mobile consumers via voice, SMS or chat applications.

The functionality...

By Liz Morrell, 09 April 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Mobile ad spend to overtake desktop by the end of this year

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By the end of this year advertiser spend on mobile ads will have overtaken that of mobile, according to a new report, meaning that advertisers must have a cross channel strategy if they want to ensure their message gets through.

The annual Global Mobile Report from Marin Software says that the continuing rapid adoption of mobile devices, as well as a corresponding surge in mobile ad clicks and conversions means mobile is becoming the channel of choice with the traditional conversion...

By Liz Morrell, 30 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

New tool claims to take Facebook marketing to new heights

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Facebook is becoming a more powerful marketing tool all the time, but a new tool claims to take Facebook marketing to new heights.

Social Ads, from cloud based marketing specialist Emarsys, enables brands to target customers via highly personalised advertisements on the platform – integrating with Facebook’s customer audiences to target individuals via automated advertising campaign.

In a bold claim Emarsys claims the solution allows more accurate targeting than anything...

By Liz Morrell, 27 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

InMobi claims five times increase in monetisation of apps

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Monetising social and messaging apps offers great opportunities to drive revenue and those monetising with InMobi have seen up to a five times increase in monetisation according to the company.

It claims that since its launch of what it claims was the world’s first self-service native ads platform in 2014 it has onboarded a variety of social and messaging apps – one of the fast growing categories on app stores. These already include the likes of Tango,...

By Liz Morrell, 27 March 2015, 0 comments. Categories: Advertising, Advertising Technology.

The five best practice tips for publishers to maximise their mobile ad revenues

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The explosive growth of smartphones over the last few years means we are rapidly approaching the point where mobile will become the dominant channel for accessing digital content. Last year, mobile internet use in the UK overtook desktop and in 2015 mobile searches will supersede traditional desktop and laptop search activity for the first time.

However, despite this dramatic shift to mobile, many publishers continue to regard desktop as the only source of advertising revenues worthy...

By Simon Birkenhead, 26 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Programmatic.

Brightcove CEO David Mendels on wearables, video and the CMO outlook

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If anyone’s ever had a campaign which hasn’t gone quite right, it’s always reassuring to know the marketing technology providers can also make the same mistakes.

Take video. B2B video marketing platform providers, such as Brightcove and Nideo, offer vital services to show brands where their campaigns are going wrong. Analytics readings tell marketers where customers are switching off, so they can rejig the length and message of the video.

As Brightcove CEO David...

Standard banner ads decline as content and video get richer

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Video and rich media ads usage is on the rise as consumers engage more fully with such mediums over standard banners advertising.

Research from Mobile Mix, The Mobile Device Index year in review from Millennial Media, shows that video and rich media ads result in nearly twice the engagement of standard banners.

The study showed that in 2014 91% of all developers and publishers on the Millennial Media platform allowed standard banners – down from 93% the year before. Rich media...

By Liz Morrell, 04 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic, Video & Audio Marketing.

Record investment in digital marketing technology forecast for this year

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Companies are planning record investment in digital marketing technology this year, according to a new report from Econsultancy, in partnership with Oracle Marketing Cloud.

The research, part of an annual Marketing Budgets Report, found that 79% of companies are planning to increase their spending specifically on digital marketing technology – the biggest investment since the research was launched in 2010 and an increase of 13% on last year.

The number of companies planning the...