How mobile is driving the growth of Facebook advertising

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Global spend on Facebook advertising has rocketed by 114% year on year for the second quarter of this year according to new data from Kenshoo.

The growth is twice as fast as a year ago as the market continues to grow with mobile phone and tablet ad spend up by 167% year on year and now accounting for 63% of total paid Facebook budgets. The figure is up from 51% the year before.  

The research also showed an increase in paid search for the quarter, up 10% year on year. In this sector...

Millennial Media’s new SDK promises new video and native ad formats

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Independent mobile ad marketplace Millennial Media has today launched new updates to its mobile app software development kit (SDK) that includes mobile video and native ad units.

The new mmSDK 6.0 will enable new mobile first video and native functionality through a number of new enhancements including LIghtbox, a video ad unit that leverages mobile functionality such as swipe, touch and sound to interact with the video player. The company claims that the new auto-play video unit opens...

By Liz Morrell, 24 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Native Advertising.

This new tool aims to make better sense of marketing signals

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For marketers struggling to make sense of information and properly manage multiple campaigns a new tool has launched this week that its owners claim will simplify the job.

The Marketing Signals Framework will, claims Origami Logic, allow for better organisation and prioritisation of the overwhelming amount of signals that marketing organisations need to understand in order to properly manage both online  and offline channels.

Such signals are defined as the actions audiences take...

By Liz Morrell, 20 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Search Marketing.

How will wearables influence mobile advertising?

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Having read with great interest over the past few weeks a number of different MarketingTech articles on the role of wearable technology in marketing, I wanted to take the opportunity to share my thoughts on what’s happening with wearables in another fast growing area of digital marketing: mobile.

Much like wearables, mobile is still seen by some as a new kid on the block. But while mobile fought to have a presence on media plans in...

By Zac Pinkham, 17 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Wearables.

Data management platforms are key to programmatic success

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Data management platforms (DMPs) are key to the future of programmatic advertising as well as offering benefits across other digital channels, according to research from Oracle Marketing Cloud and research house Econsultancy.

It found that more than two thirds (68%) of marketers surveyed agreed with the statement whilst the same number had successfully used data to improve their advertising effectiveness.

The study also showed there are other benefits to using a DMP, with 60% using them...

By Liz Morrell, 17 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Widespace launches BrandView with promise of viewability and relevancy

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Mobile brand advertising specialist Widespace has announced the pilot launch of BrandView, a new tool that it claims will deliver 100% viewable ads that are optimised based on relevancy – enabling BrandView campaigns to deliver more extensive reach and impact for mobile advertisers.

BrandView will be piloted in selected markets from this month before being rolled out later this year and give super-impressions that are designed to both drive brand metrics but also allow for...

By Liz Morrell, 15 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Five ways to build the best programmatic video strategy

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The programmatic video industry is in a constant state of evolution. Every year, there are better ways of collecting and analysing data. Brands and advertisers have greater access into insights with each new campaign they run.

That being the case, it’s best practice to test new strategies often. Here are five key steps to help build the best programmatic video strategy.

Establish your goals

Start at the beginning: establish campaign goals. Your KPIs will obviously depend on the...

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.