Marketers seeing programmatic advertising ROI beating traditional media

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The ROI of traditional media is being beaten by that of programmatic advertising, according to a new survey from AdRoll.

The company’s State of the Industry UK 2016 report showed that 61% of marketers said that programmatic ads provided a greater ROI than traditional media with programmatic also continuing to dominate UK media consumption.

Nearly half (45%) of marketers said they planned to increase their spending on programmatic ad budgets this year. They are also buying...

By Liz Morrell, 03 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

What does AI in advertising actually mean for digital marketers?

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Today, it seems like there is little AI is not going to “revolutionise”, and advertising is no exception. Only last month the CMO of Unilever, speaking at Davos, described AI as a “huge wave” coming down on advertising and marketing, making a big impact on the way brands interact with customers and prospects.

For veteran...

By Jarred McGinnis, 26 February 2016, 1 comment. Categories: Advertising Technology, Programmatic.

Software firm claims first cookieless programmatic ad platform

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It is a problem that has plagued digital media – the fact that when websites are viewed through apps rather than a browser cookies just don’t work.

Whilst that can be great for the user for the publishers and advertisers that use cookies to ensure advertising is targeted it isn’t good news.

As an attempt to solve the problem this week has seen the launch of what is claimed to be the first cookieless management and programmatic advertising platform that works...

By Liz Morrell, 15 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Half of marketers buying mobile inventory programmatically don’t understand it

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A new study from the Internet Advertising Bureau (IAB) shows that half of those marketers doing mobile advertising are buying mobile inventory programmatically. That means they must know all about the discipline then, surely? Yet infact the study suggests nearly half of those don’t – with 44% admitting that they have either no or little knowledge of the discipline.

The study, carried out in December 2015, looked at advertisers understanding, use and opinions of mobile...

By Liz Morrell, 13 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Keeping the tags on: Analysing programmatic advertising in 2016

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Over the past few years, you’ll probably have heard the same message a lot: ‘next year is the year programmatic becomes mainstream’. But we’re firmly past that stage now – programmatic is here, and it’s here to stay. In fact, eMarketer estimates automated ads will account for nearly 60% of the UK’s digital display market in...

By Will Proops, 23 December 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Adobe aims to deliver new levels of personalised, data-driven ad buying

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Adobe has announced the rollout of what it claims is the industry’s most advanced global programmatic advertising platform for advertisers and media publishers, using Adobe Marketing Cloud solutions.

The solution will, the company claims, deliver new levels of personalised, transparent, data driven and efficient ad buying and delivery.

Using Adobe Media Optimizer advertisers are able to take direct control of automated ad buying for...

By Liz Morrell, 01 October 2015, 0 comments. Categories: Advertising, Advertising Technology, Marketing Cloud, Programmatic.

The future beacons: Trust and engagement are key for brands

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As e-commerce – and the convenience associated with it – continues to grow in popularity, marketers are looking for experiential ways to engage with their customers to further incentivise physical store visits as well as connect the online and offline shopping experience.

Improvements to mobile internet infrastructure and the ubiquity of smartphones have allowed consumers to experience online shopping from not only their laptops and PCs but also now their phones and tablets.

By Jon Buss, 29 September 2015, 0 comments. Categories: Data-driven marketing, Personalised Marketing, Programmatic.

New publisher expansion allows access to 20bn mobile in-app ad impressions per month

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Mobile in-app advertising solutions provider Manage has announced an expansion of its relationships with global app publishers which now gives access to 20 million in-app impressions each month across the world.

The expansion means that to date Manage Publisher now has direct supply relationships with more than 100 publishers vetted for a minimum of 100,000 daily active users and 500,000 total downloads. The Manage SDK is used by global scale publishers that include Outfit7 and Banana...

By Liz Morrell, 24 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Programmatic.

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.

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.