A weekly round-up of the industry’s top stories and research curated by the ARF.
Adform, a Danish digital advertising insights firm, reported that ad space bought via programmatic trading increased 76% year-on-year to April 2015, driven to a large extent by a 333% rise in spend on branding ad formats. However, despite brand advertisers paying more attention to programmatic, ad viewability across Europe declined 0.7% to 55% over the past year.
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For some executives, it’s about technology. For others, digital is a new way of engaging with customers. And for others still, it represents an entirely new way of doing business. None of these definitions is necessarily incorrect according to a recent McKinsey article. But such diverse perspectives often trip up leadership teams because they reflect a lack of alignment and common vision about where the business needs to go. This often results in piecemeal initiatives or misguided efforts that lead to missed opportunities, sluggish performance, or false starts.
Multinational retailer Carrefour has placed iBeacon networks in 28 of its hypermarket stores in Romania, pointing to the inevitable global rollout of personalized shopping experiences on mobile. This project taps 600 Onyx Beacon devices and is able to interact with the public at a commercial network level. Consumers who download the supermarket’s application can receive customized offers and in-store maps, while the app collects valuable data about shopping behavior.
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In-app fraud could surpass $1 billion globally in 2015, a new study finds.
Mobile ad fraud is keeping pace with the ever-expanding mobile market, says digital ad fraud detection firm Forensiq. The company’s study details the nature and scope of ad fraud in mobile, including a new type of mobile in-app fraud called “mobile device hijacking.”
Think with Google examines the movie attending behavior of consumers to determine the influence of mobile devices and online behavior on the selection of a movie.
According to Google, 35M+ hours of movie trailers have been viewed on YouTube via mobile devices as of June 30, 2015
Moviegoers, especially teens and young millennials, turn to Google and YouTube on their mobile devices:
81% of movie-goers who watched trailers online did so via YouTube.
69% of consumers look at movie trailers on YouTube to decide which movie to attend.
56% of searches related to movie tickets are from a mobile device.
More than 50% of moviegoers agree that they are more likely to watch a movie trailer or movie ad on YouTube than on television.
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Both sell-side media companies and buy-side advertisers agree that lack of premium inventory hold back video’s growth, according to Forrester. While digital video is becoming an effective channel to engage with consumers, many brands, agencies and publishers are seeking alternatives due to limited premium video inventory.
The report, Solving Digital Video Advertising’s Premium Dilemma, was conducted by Forrester on behalf of video ad platform Teads. It shows that 40 percent of agencies and 27 percent of advertisers are worried that lack of premium video inventory will hurt the video market in the future, even though 70 percent of agencies and 77 percent of advertisers surveyed expect video budgets to jump in the next two years.
The same holds true for sell-side participants as well. Many media companies are struggling with limited video inventory, along with costs and focus, says the report. More than 40 percent of publishers say that video’s return on investment (ROI) is not as high as they would like due to high costs of producing video content to host an ad, while 37 percent admit that they don’t have enough video inventory.
With businesses unable to keep pace with evolving consumer behavior and the marketing landscape, the pressure is on to put marketing operations—skilled people, efficient processes, and supportive technology—in a position to enable brands to not just connect with customers but also shape their interactions.
When done well, marketing operations could provide a 15 to 25 percent improvement in marketing effectiveness, as measured by return on investment and customer-engagement metrics. Yet achieving that level of improvement is elusive for many.
It is not only a question of adding resource (technology, head count, etc.), but also a need of new processes, better structure and coordination
Five key attributes for effective marketing operations are:
The 200 Leading National Advertisers accounted for 51% of U.S. measured-media ad spending and nearly two-thirds of TV advertising in 2014. U.S. Ad spending for these companies rose a slim 2.0% in 2014, but the story is not that marketers are pulling back. They are spending smarter.
Procter & Gamble Co., the nation’s and world’s largest advertiser, is among those making the pitch to Wall Street that digital is more efficient.
“We’re shifting more advertising to digital media, search, social, video and mobile as consumers spend more time there,” P&G Chief Financial Officer Jon Moeller said at a June investor conference. “In general, digital media delivers a higher return on investment than TV or print.”
The MarketingCharts staff reviews an Epsilon study which analyzes the digital tools with the greatest impact on the behavior of online shoppers.
This report is based on an online survey of more than 2,800 respondents, and the survey determined an impact score for each digital tool.
Among the digital tools with the highest overall impact score were:
-Retailers’ social media activity
-Price comparison sites
-Shopping applications
-Brands’ social media activity
-Product reviews
The study also compares impact vs. penetration for the different digital tools.
The Epsilon report emphasized that the influence of the identified digital tools has greatly increased from the previous year. These tools impact consumer online shopping and decision-making behavior.
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Benjamin Vigneron, writing for Search Engine Land, provides five tips for a successful mobile paid search engine marketing campaign.
-Test the site for mobile friendliness. Proper mobile website optimization is a requirement for a successful mobile SEM campaign.
-Align mobile goals with meaningful mobile actions. Analyze what mobile searchers are trying to achieve and focus on meeting those needs.
-Use AdWords’ estimated conversion data in order to understand indirect conversions. Advertisers may be achieving few direct mobile conversions, but cross-device mobile conversions are occurring.
-Create mobile-specific ads and sitelinks rather than just duplicating desktop ads for mobile devices.
– Calculate mobile bid adjustments and trade-offs across devices.
Vigneron concludes that these tips will enable advertisers to better measure what mobile SEM contributes to campaigns.
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