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.

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.

Three quarters of marketers want to increase programmatic spend

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As programmatic advertising continues to dominate brand spend, a new survey has revealed that three quarters of marketers plan to increase their spend on the medium within the next six to 12 months.

It is of no surprise since the same number also saw increasing sales as its biggest advantage.    

However there are still concerns around its usage which, if addressed, would see spend increasing even more dramatically according to the result of a survey by programmatic...

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

comScore uses Trust Profiles to rally ad industry against bot menace

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Digital measurement firm comScore has taken a step closer to uniting marketers against a common enemy that threatens the advertising industry’s very profitability.

Bots are embroiled in a war with marketers who are buying ads that consumers never get the chance to see because they are instead subjected to fraudulent impressions from these bots, but comScore believes its Trust Profiles hold the answer.

The new solution lets advertisers use comScore’s advertising metrics to view how...

By Simon Holland, 23 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic, Video & Audio Marketing.

Programmatic advertising concerns remain in 2015

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If there was one buzzword in the digital advertising space in 2014 it has to have been programmatic.

Last year saw eight out of ten buyers and sellers actively using it, but there remain three big concerns around usage – the biggest of which concerns brand safety.

A new report from Undertone looks at how marketers, publishers and agencies if they are using it, how and what they are buying, what they want and what concerns them. It showed 82% of marketers are using it, 81% of...

By Liz Morrell, 16 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Why 2015 will be the year of the customer

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As 2014 came to an end, out trotted the year of the horse and shepherded in is the year of the goat according to the Chinese zodiac, that is. By comparison, the advertising tech calendar has its own oft-debated emblems - can you recall each time the year of the mobile was announced?

This new year, I’d like to take a stab in shaping our calendar based on a year’s reflection, a quick study of the LUMAscape movement and an ear to the ground for what is to come.

If 2014...

Multi-device marketing’s reach moves to embrace wearable users

Advertisers can now tap into the growing market for wearable technology using FitAd, a recently launched wearable advertising platform for fitness and health-oriented brands and publishers.

Engagement on mobile health software is higher than almost all other categories of apps, making it a market ripe for advertisers. Nielsen’s own evidence points to 46 million users of apps averaging 16 uses each month for a period totalling one hour per engagement.

New...

Ad fraud hits video campaigns

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More needs to be done to protect the display advertising technology industry from video ad fraud according to a new report from bots and malware detection specialist Whiteops.

The Bot Baseline – Fraud in Digital Advertising report by White Ops and the Association of National Advertisers shows that globally advertisers are set to lose $3.6 billion globally to bots in 2015.

White Ops and ANA worked with 36 member organisations of the ANA to analyse digital advertising campaign...

Native advertising sold programmatically for first time

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A new partnership claims it will deliver the industry’s first global programmatic platform for native advertising – enabling brands to increase their audience exposure. It will initially be launched in the US and UK and roll out to other markets later.

The partnership brings together Xaxis, the world’s largest programmatic media and technology platform, and Disqus, the web’s largest network of discussion communities. The new platform will enable Xaxis...

Yahoo bulks up on video after $640-million Brightroll acquisition

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Programmatic video ad platform Brightroll has been purchased by Yahoo in a $640 million cash deal.

News of the acquisition broke on Yahoo’s Tumblr account where CEO Marissa Meyer talked up the deal by describing video advertising as the next evolution in display marketing technology.

“Video is display 2.0,” she said. “It’s what brand advertisers love. It’s a format that elegantly and easily transitions from broadcast television to PC to mobile and even to

By Simon Holland, 12 November 2014, 0 comments. Categories: Advertising, Mergers and acquisitions, Programmatic, Video & Audio Marketing.