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.
See All 5 Cups Articles
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.
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.”
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.”
Howard Blumenstein, writing for Think With Google, provides major takeaways from the 2015 NewFronts season.
He discusses the rapid growth of online video and the impact this growth has had on digital media buying and planning decisions for the upcoming year. As advertisers allocate more of their budgets to online video, decisions on where and how to invest become increasingly critical.
As a result of the 2015 NewFronts, Blumenstein raises the following points:
-Online video is now an essential element of media plans.
-Videos viewed on mobile screens have high viewership.
-Online video content also encourages a strong connection between viewers and brands.
-Results from online video campaigns can be quickly proven via brand and engagement metrics.
-Video viewability on YouTube is extremely high.
Online video’s rapid growth and extensive audience are major points to consider when allocating media dollars.
See all 5 Cups articles.
For more on this topic, check out the Media Tab in Morning Coffee.
Mark Bonchek and Cara France, writing in “The Harvard Business Review,” provide “A Cheat Sheet for Marketers on the Future of Digital Platforms.”
Marketers need to understand the future of consumer engagement on digital platforms, such as Twitter, Facebook, LinkedIn, Pinterest, YouTube, SnapChat, and Instagram. Bonchek and France discuss the seven Ps of these platforms:
The authors believe that companies can achieve increased brand engagement by involving and empowering customers.
See all 5 Cups articles.
For more on this topic, check out the Marketing Tab in Morning Coffee.
Tara Walpert Levy, Managing Director at Google & YouTube, declared that this is the age of abundance. People have an incredible amount of choices, and nowhere is that more true than in video. To drive results for brands it’s important to get insights quickly and measure the moments that matter. Read more »
Mobile searches increased by 17% on Sundays compared to other days of the week, according to the latest Adobe Digital Index report highlighted in MediaPost. Read more »
A good digital strategy isn’t just about trying to get attention, according to an article in the Harvard Business Review. Common mistakes that brands make include: Read more »
Nielsen reports that for digital advertising, marketers ran significantly more brand ads than direct response ads in 2014, based on a survey conducted in conjunction with the CMO Council. This is in contrast to the previous year, when digital direct response ads exceeded brand advertising campaigns. Read more »