Big data and personalisation truly comes of age: The next steps for the CMO

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On October 24 1994 the banner ad was born. Wired Magazine’s predecessor, Hotwired.com came into being and hosted a banner ad produced by AT&T. You can still see the advert at thefirstbannerad.com. Turning to the present day, with smart devices infiltrating ever corner of our lives, big data has come of age.

What does this mean for marketing?

Customer centricity, personalisation, and really understanding your customer are all good ingredients for...

Programmatic advertising moves to podcasts

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Programmatic advertising has moved to the podcast world – changing the way that ad space is bought on the podcast format forever.

The move follows the integration of Swedish podcasting app and web service Acast with Triton Digital’s ad exchange a2x. The new partnership will mean that the previous manual process could be a thing of the past.

Acast’s mobile, pre-roll inventory will include categories ranging from film and entertainment to sports, business and...

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

New industry partnership looks to increased data-rich programmatic buying

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A first to market opportunity for advertisers and agencies to gain access to real-time deterministic, privacy compliant network operator data has launched, enhancing the ability for brand to produce increasingly targeted and relevant mobile advertising campaigns.

It follows the joining of forces of Smartpipe, a real-time data broker for network operators, and Tamome, a real-time programmatic mobile advertising specialist.

The two are initially working together in the Middle East after...

By Liz Morrell, 12 August 2015, 0 comments. Categories: Advertising Technology, Programmatic.

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.

UK native advertising market growth driven by mobile and programmatic

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Mobile and programmatic advertising continue to be the two big areas for growth as the UK’s native advertising market develops, according to new research.

In a study of UK agency attitudes to native advertising nearly a quarter (24%) of agency native spend is predicted to be on mobile by the end of this year. Nearly two thirds (64%) said that they felt that native was the best way to address the creativity gap in mobile ads – with the main benefits of the medium being an...

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

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.

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.

Industry calls for collaboration to tackle programmatic video advertising fraud

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Players in the programmatic video advertising industry must work closer together in order to effectively tackle fraud, according to BrightRoll founder and CEO Tod Sacerdoti.

Speaking at his company’s BrightRoll Video Summit last week Sacerdoti stressed that ad fraud was something that all the industry had to work towards solving. “Ad fraud is probably the most important industry problem and we need to make progress in the next few months,” he said.

He cited recent figures...

By Liz Morrell, 06 May 2015, 0 comments. Categories: Advertising, Programmatic, Video & Audio 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.