How TV measurement for marketers is changing: Social, programmatic, and more

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Digital outlets have dominated conversations about marketing over the last decade, and are understandably a huge focus for marketers. According to the IAB, cross-platform digital ad spend grew to a staggering £4.8 billion during the first half of 2016 and forecasts estimate this is only set to keep increasing.

But television is still the biggest individual platform by ad revenue, accounting for a record £5.3 billion in ad spend in the UK during 2015 and its delivery is...

Entering a new age of customer experience: Data, programmatic, and more

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While machine learning itself is nothing new, the speed at which data can now be processed, analysed and actioned has completely changed the machine-learning game. Readily affordable computing power, the quantity of data available, and algorithms we never thought we could use are now possible.

While the fundamental concept remains the same, machine-learning is now far more sophisticated, efficient and easily deployable – and the potential it offers to revolutionise customer...

Act now to benefit from a programmatic future

Programmatic is marketing’s biggest buzzword. It’s been discussed and rehashed time and time again; covered by every half respectable marketing publication, blog, and social media page trying to stay relevant. On the one hand, this coverage is warranted because programmatic represents the next big industry shift in communicating with customers. However, it has also brought on a sense of confusion with an underlying tone that programmatic is a complex approach for marketers of the future. The...

By Mark Ash, 09 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic.

What is the next programmatic evolution?

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Programmatic marketing has rapidly become a growing, powerful strategy for marketers, despite the industry frequently encountering challenges from adblocking, fraud, changing data laws and skills shortages resulting in campaigns that miss the mark.

When faced with the expense and complexity of programmatic marketing, many marketers are still wary. The platforms for buying media programmatically are expensive and indistinguishable, the data infrastructure...

By Oli Boyd, 19 December 2016, 0 comments. Categories: Advertising, Programmatic.

What are the adoption barriers of self-serve programmatic platforms?

Despite the clear strategic business advantages, programmatic platform adoption is still often met with significant resistance from some advertising agencies. There is no doubt that change can be difficult and requires costs and investment.

Programmatic platform adoption (self-service operation) can be disruptive as it may touch operations, billing, and human resources at any advertising agency.

More often, however, the perception of barriers are often much greater than the reality, thus halting or delaying...

By Andrew Fischer, 29 November 2016, 0 comments. Categories: Programmatic.

Programmatic ad-buying in 2017: What marketers should know

2016 saw some powerful new trends begin to emerge for programmatic marketers, presenting both new opportunities and challenges.

While data continues to be the cornerstone of transacting programmatically, most buyers are still too reliant on commoditised third party data and need to do a better job using first party. 

Programmatic creative became a hot topic this year, but in reality it was not being properly executed at scale even though the enabling technology was (and is) available.  

Ad...

By Sam Bell, 21 November 2016, 0 comments. Categories: Programmatic.

How to use programmatic to drive branding results

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In a world crowded with advertising, how can brands stand out? And more importantly, how can high-reach branding campaigns be made relevant to every individual?

For me, programmatic is the answer and can play a huge part in helping brands to stand out and drive results.

Time and time again we are faced with the age-old argument of whether data and creativity conflict with each other or work together to drive results for advertisers.

This has been further scrutinised by theorists, such as...

By John Goulding, 14 November 2016, 0 comments. Categories: Programmatic.

How moment marketing is bringing personality back to programmatic

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Right now, the digital ad industry is facing an existential crisis.

Depending on who you ask, around a quarter of all internet users (at least in the US) use adblocking software.

The industry can put together as many task forces as it wants, but it won’t change the public’s perception of display advertising. As it stands, it’s an intrusion of people’s personal space.

How did we get to...

By Richard Anson, 07 November 2016, 0 comments. Categories: Programmatic.

A guide to unlocking the value of programmatic video

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I’ve been reflecting on my first six months at Tremor Video, and realised that much of what I’ve heard from partners in the market fits into a few key themes. These themes are hugely illustrative of the challenges marketers face in an increasingly video-focused world, so I have pulled together the following guide to unlocking the value of programmatic video:

Be aware of the scale challenge

Many publishers, and buyers for that matter, still prefer to trade video via...

By Andy Morley, 27 October 2016, 0 comments. Categories: Programmatic, Video & Audio Marketing.

Back to basics: What is programmatic and how can you make it a success?

Programmatic refers to the process of using software to buy digital advertising. This occurs most regularly in real-time bidding, where, thanks to the advances of technology, it's rare that any human would be able to handle the auction process at sufficient speed.

Programmatic is essentially an execution method that enables you to govern interactions faster and at a greater rate. It doesn’t necessarily mean those interactions (or those bids for digital space) are any or always smarter.

However, the...

By Alastair Bulger, 24 October 2016, 0 comments. Categories: Programmatic.

Why it’s time for programmatic advertising to get native

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Programmatic still has a reputation for remnant display inventory, but it also has huge potential to help brands deliver native campaigns.

And with consumers’ tolerance for disruptive ads depleting and adblocking consequently on the rise, there has never been a better time for brands to use native advertising to engage in a subtler, more complementary way.

Less intrusive and more sophisticated than traditional display formats, native ads create a more seamless user experience...

By Alessandra DiLorenzo, 13 October 2016, 0 comments. Categories: Advertising, Programmatic.

Sizmek launches new Programmatic Creative offering

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Advertising software provider Sizmek has launched full and self-serve programmatic creative for DSPs and trading desks. 

Sizmek's Programmatic Creative solution is aimed at advertisers, publishers, ad networks, trading desks and media agencies. It uses dynamic creative tech to enable fast deployment of personalised creative across all channes. 

The suite also includes solutions to streamline workflow, centralise data, visualise campaign strategy and to collaborate with...

By Rachael Power, 12 September 2016, 1 comment. Categories: Programmatic.

Programmatic video rising rapidly, but cross-screen strategy is a must

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Google subsidiary DoubleClick has produced a state of play report, aiming to look at the use and adoption of programmatic video around the world.

With today’s ‘prime time’ now being all the time and across various devices, screens and apps, brands are turning to programmatic buying and selling.

In particular, programmatic video is seeing rapid adoption, with 85 out of the Ad Age top 100 advertisers using it on DoubleClick bid...

By Rachael Power, 15 July 2016, 0 comments. Categories: Programmatic.

Travel group lastminute.com launches new media and advertising arm

Travel specialists lastminute.com group has launched new media business The Travel People, for brands to capitalise on the current and growing popularity of travel content. 

The lastminute.com group has a network of online travel brands - ranging from Jetcost to the Spain-based Rumbo - so advertisers can reach eyeballs across all sites.

The platform will use 'smart audience extension tools' and programmatic tech to get brand content noticed and engage its rich customer groups on...

By Rachael Power, 07 July 2016, 0 comments. Categories: Advertising, Programmatic.

Adobe product manager on ad blocking: “The industry always finds a way to solve these things”

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Adobe group product manager, media and advertising solutions Pete Kluge said he is confident the advertising and publishing industry will find a solution to the ad blocking situation.

Research announced earlier in the week predicted that ad blocking will cost £27bn of advertising revenues by 2020 - and AdBlock Plus shared it had recentlyreached 100 million users.

Speaking to Marketing Tech News

By Rachael Power, 17 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Adobe EMEA Summit: Using deeper data key to solving content velocity issue

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Day two of Adobe’s Summit, or so we were told by vendors, was a tamer affair in terms of footfall. The previous night, an area of London’s ExCel Arena was transformed into a ‘super club’ with Django Django taking the stage and delegates enjoying complimentary refreshments.

But, it seemed nothing like tame to me.

Split over two levels, the hall was teeming with Adobe staff, vendors and delegates alike; all taking in the peppy, upbeat...

By Rachael Power, 12 May 2016, 0 comments. Categories: CRM, Data-driven marketing, Programmatic.

Mobile programmatic video platform provider raises $4.5m for European expansion

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Mobile programmatic video platform provider TabMo has announced that it has raised $4.5 million in investment from investment specialists Ardian and Generis Capital. The investment will be used to drive growth and expand throughout Europe.

TabMo was founded in France in 2013, opened a UK office last year and a German division this year.

The company offers a propriety technology that includes a demand side platform (DSP) named Hawk, which automates the buying process and provides...

By Liz Morrell, 29 April 2016, 0 comments. Categories: Mobile Marketing, Programmatic.

Why programmatic needs to empower the value of brand advertising

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It’s no secret that programmatic has taken the advertising industry by storm, but questions continue to be asked over its ability to deliver digital brand campaigns effectively, as was brought to light at the recent IAB Real Time Advertising Conference.

One of the key obstacles frequently cited is a disconnect with advertising creatives. Programmatic teams tend to be technology focused, and the resulting jargon and acronyms have creatives running for cover. Yet the ability to...

By Paul Lowrey, 11 April 2016, 1 comment. Categories: Advertising, Advertising Technology, Branding, Programmatic.