The Online Advertising Landscape in 2019 [Data]

March 25, 2019 | 115 views

Advertising is not always the easiest endeavor. We hear it from our customers every day. And one of the biggest pain points we hear among our small business clientele is a sheer lack of healthy modeling. How are my peers and competitors structuring their accounts? In which channels are they allocating spend? Do they have similar goals, and are they experiencing similar roadblocks? Or am I in this alone?

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Spring Studios

A platform where culture, creativity, and ideas come together to transform brands and drive aspiration for consumers globally. We combine a world class creative agency An industry-leading production house State of the art studios and facilities Refined digital innovation Influential cultural events And an exclusive members club.

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SOCIAL MEDIA ADVERTISING

Microsoft Named Netflix’s Global Ad Technology and Sales Partner

Article | July 14, 2022

On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business. Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform. In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner. “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.” -Greg Peters,COONetflix. It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life. Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences. While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.

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DISPLAY ADVERTISING

AI Ad Campaigns for Improved Ad Targeting

Article | July 8, 2022

Artificial intelligence in advertising is disrupting marketing. It is a new way to reach customers that is more personalized, engaging, and targeted than traditional ads. AI-based marketing can improve customer experience, sales and marketing, and lead generation strategies. As a result, B2B companies are adapting AI ads to target key accounts. Let us understand what ideal AI ad campaigns look like: AI Ad Campaigns: Things to Consider The most important factors that impact the success of an AI ad are its message, tone, and length. Message: The message needs to be clear and concise so your target audience can immediately grasp what you are saying. Tone: The tone needs to be friendly and conversational, and it should get a response so that your brand is approachable and not invasive. Length: The ad should be between 50-150 words. The length should depend on the message you are trying to convey. Optimizing Your AI Ad Campaign Here are some tips to optimize your AI ad campaign: Identify and understand the goals of your campaign. Select relevant and appropriate channels to influence your target segments effectively. Use conversion rates, click-through rates, and other metrics to decide where to allocate your ad budget and how best to enhance the content for different target segments. Design your campaign while keeping in mind consumer interaction and your campaign objectives. Regularly map the outcomes and make adjustments to address any issues. Consider using an AI ad creator, a type of digital software that creates ads without human input. It automatically modifies text and images to create targeted ads. Impact on the Future of Advertising Through automation and optimization, AI will impact the future of advertising and marketing. It will help marketers get insights, develop strategies and create targeted content and companies to increase customer engagement, customer experience and ad efficiency.

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SOCIAL MEDIA ADVERTISING

6-second Video Ads: Delivering Key Messages & Driving Results

Article | July 6, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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SOCIAL MEDIA ADVERTISING

Creating Great Ads: CX Should Surpass Technology in Priority

Article | July 6, 2022

Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner. Why CX Should be a Priority While Making Ads? Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology. Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads: Context is Key Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX. Value Addition Works Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience. Use Technology Wisely If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience. Rules to Remember While Making Ad Creatives Do not treat your audience as a set of data points Platforms are dynamic so you need to adapt to the changes in time Use technology to meet the expectations of your audience but don’t abuse it

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Spotlight

Spring Studios

A platform where culture, creativity, and ideas come together to transform brands and drive aspiration for consumers globally. We combine a world class creative agency An industry-leading production house State of the art studios and facilities Refined digital innovation Influential cultural events And an exclusive members club.

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AD NETWORKS

Teads APAC & IMPACT+ Partner in Measuring the Carbon Footprint of Online Advertising

Teads, IMPACT+ | September 29, 2022

Teads, the global media platform, announces a partnership with IMPACT+, with the purpose of measuring the greenhouse gas emissions of online advertising campaigns run through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns. The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach. Currently, Teads globally has over 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC. Measuring the carbon footprint, a strategic challenge The environmental impact of online advertising is a young, and complicated topic. IMPACT+ is the leading third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to evaluate the greenhouse gas emissions of their Teads’ campaigns. Leveraging this measurement, brands will now have the ability to minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective. IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions. Concretely, the considered perimeter implies the necessary electrical consumption to the campaign delivery and the greenhouse gas emissions induced by this consumption. This first step allows then to analyse the campaign parameters impact from the point of view of the equipment’s usage (data centre, network, and devices) that are necessary to the delivery and to recommend optimisation levers. The actual calculation is based on the required energy for hosting advertising creatives, transporting on the network, and using the user’s device displaying these ads. This approach is part of Teads’ continued ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open doors to new thoughts aiming to use this carbon metrics along with traditional media KPIs. Teads’ ambition in this space is to standardise carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing the carbon footprint of a campaign, without reducing its effectiveness, is the ultimate goal. The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions. For this reason, the ongoing procedures for the formalisation of an industrywide reference framework are welcome to collectively progress in the subject. The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect. Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts." Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.” Emmanuel Fischmeister, VP business development at Teads says “We are extremely excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry” About Teads Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

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MOBILE ADVERTISING

PubMatic and IAB Europe Reveal the State of Online Video Advertising Today and Predictions for the Year Ahead

PubMatic, IAB Europe | March 17, 2022

PubMatic (Nasdaq: PUBM), an independent technology company maximising customer value by delivering digital advertising’s supply chain of the future, in partnership with IAB Europe, today released an industry report titled “The State of Online Video Advertising in Europe”. The report highlights media buyers’ appetite to continue to increase investment in video advertising, in particular connected TV (CTV). Over 140 online video buyers from agencies and advertisers across 31 European markets took part in the survey-based research generating key insights such as: On average, digital media buyers are investing 36% of total ad spend in video advertising (excluding TV formats) The most frequently bought video advertising is mobile web with one-quarter of media buyers investing more than 61% of their digital budget in this channel Two-thirds of digital buyers are investing in CTV, albeit at a lower percentage of the total budget. “Media buyers are excited about the potential of CTV advertising as it offers a cost-effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV,” said Hitesh Bhatt, senior director, CTV/OTT, EMEA at PubMatic. “Media buyers are excited about the potential of CTV advertising as it offers a cost-effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV,” said Hitesh Bhatt, senior director, CTV/OTT, EMEA at PubMatic. The study also found that when media buyers find the same programmatic video inventory available via multiple sell-side platforms (SSPs) - which is often the case - almost half say performance KPIs are the most important factor in deciding which SSP to work with. This is followed by cost (26%) and data activation (16%) “This focus on KPIs as a deciding factor in SSP selection highlights the importance of maximising audience addressability – a known driver of better performance. Combining brand and publisher-owned first-party data, and independent ID solutions help better predict consumer behaviour and thus maximises the size, and accuracy of addressable audiences across the open web,” said Bhatt. “Today, A/B testing different addressability strategies is one of the best ways to establish which partners can deliver the best performance. Early tests show that a portfolio approach delivers the best performance,” said Bhatt. The deprecation of third-party cookies has changed buyers’ approach to online video advertising in browser environments, however, despite previous reliance on third-party cookies, programmatic remains strong with two-thirds of respondents allocating the majority of budget to programmatic channels. The key to driving more revenue into digital video will be solving a lack of cross-screen measurement cited by 46% as the biggest barrier, and 57% actively seeking more measurable formats. Despite measurement being a significant challenge, almost one-quarter (23%) of digital media buyers are planning digital campaigns as cross-screen including TV in that definition. Marie-Clare Puffett, senior manager, marketing & industry programmes, IAB Europe commented on the research: "IAB Europe and PubMatic's The State of Online Video Advertising study provides a view into the direction of travel in Europe for this growing advertising market. The findings will help advertisers, publishers and the broader digital advertising industry plan ahead, and make the most of the opportunities on offer. This report shows that advertisers view online video as a strong channel for brand building. However, there are also clear concerns around cross-device targeting that will need to be addressed for the value of online video advertising to be realised in full. Given the aptitude for innovation in the digital advertising sector, I have every confidence these concerns will be overcome and online video will continue as an important channel for brand building."

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PROGRAMMATIC ADVERTISING

Preparing for a Cookieless Future with Contextual Advertising

Seedtag | August 24, 2021

Albert Nieto, co-CEO of Seedtag, explains why advertisers should invest in contextual targeting as the end of third-party cookies edges closer. Google recently announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, a year later than it originally planned. However, while the announcement may feel like a backwards step in the battle for consumer privacy, the wider industry continues to press on with plans to deprecate the use of third-party cookies. Apple launched changes to IDFA (ID for Advertisers) as part of its iOS 14.5 update, which requires apps to ask users to grant permission to collect and share their data. What’s more, Mozilla and Firefox have already stopped the support for third-party cookies to track users on their browsers. Nevertheless, with Chrome accounting for 60% of all web traffic in the UK, this announcement still marks a seismic change for third-party cookies. This all leads to online advertising being pushed to adapt to a more privacy-driven web, giving end-users better control over their data. The 2022 timeline was always very ambitious, meaning this additional time has been welcomed by advertisers and publishers, as it provides them with more time to adapt. However, the transition to a cookieless world will not be a one-off switch, but an ongoing process for advertisers that is already underway. Removing the reliance on cookies In digital advertising, third-party cookies are widely used by ad tech companies to identify users on desktop and mobile devices for the purposes of targeting and reporting. Based on changes in consumer preferences on how their data is collected or used, brands will be forced to sever their dependence on cookies, shifting towards a future that meets new privacy standards. Businesses in the space can use this new era as an opportunity to solve some of the underlying issues linked to cookies, such as slow-loading and a lack of control over Publisher data for Editorial Groups, or cookie matching between different platforms for Advertisers. Furthermore, the reliance on cookies has made many marketers focus excessively on their targeting strategies, seeing them rely on questionable attribution models and embrace standard ad units pushing for a commoditisation of advertising. More often than not, some companies in the sector forget that the very reason why advertising exists is to create positive emotions in anyone that interacts with the brand. Contextual is the best answer and the only one available at scale While walled gardens will remain an option for advertisers to interact with their potential customers using first-party data, the big question is what will happen in the open web without cookies. Companies in the ad tech sector have two options: substitute cookies for an alternative technology that allows them to keep addressability on the web; or switch to privacy-first targeting options like contextual advertising. The ad tech industry is still in the early days of identifying an optimal solution for a post third-party cookie world. The problem with the cookie is not its technology, but its lack of privacy. With privacy concerns well and truly entrenched, no technology that fails to respect users will prevail. Contextual targeting using NLP (Natural Language Processing) and AI algorithms is not only available and workable at scale, but is also proving to be as effective as audience targeting was. The ability for brands to understand the content that the user is consuming at the time of the ad delivery will become a new and as-effective identifier for the target audience and their preferences. Contextual targeting combines relevance with the scale, precision, and seamlessness that is championed by programmatic media. Ensuring consumers’ privacy In terms of privacy, contextual advertising permits targeted marketing in highly relevant environments without requiring data from customers. It concerns itself with the context and meaning of advertising environments, not the behavioural patterns of online users. Therefore, it presumes that the user is relevant to the advertisement without ever relying on their historic behaviour. With real-time updates, the company’s contextual targets will automatically refresh to include new and relevant environments for the adverts, driving improved results and conversions. Another strategic advantage is that it enables advertisers to deliver messages to consumers when they are most receptive to brand messages. For instance, when a user is browsing content about a specific topic, it might imply their interest to make a related purchase. Overall, the ability for ad tech companies to target customisable contexts is essential, especially when operating in highly specific or niche markets. The future of ads With the ad tech industry on the path to a cookieless world, it’s now time to adapt and make sure that consumers are able to provide privacy-driven, digitally savvy end-users with better control over their data. As contextual targeting has proven to be effective with real-time updates and personalisation, many marketers are seeking it out as an alternative to third-party cookies. Many industries have successfully adapted to key defining moments and have ended up becoming larger and more profitable as a result. The creation of the internet, for instance, created global opportunities for travel agencies and those who embraced the change evolved from local or national companies into global businesses. Those who resisted the change, and didn’t put their clients first, probably don’t exist today. The advertising industry is not an exception and businesses must define their strategy backwards. Consumers want privacy in the same way they want to book their holidays online – if this is granted then new, exciting opportunities will arise for everyone

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AD NETWORKS

Teads APAC & IMPACT+ Partner in Measuring the Carbon Footprint of Online Advertising

Teads, IMPACT+ | September 29, 2022

Teads, the global media platform, announces a partnership with IMPACT+, with the purpose of measuring the greenhouse gas emissions of online advertising campaigns run through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns. The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach. Currently, Teads globally has over 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC. Measuring the carbon footprint, a strategic challenge The environmental impact of online advertising is a young, and complicated topic. IMPACT+ is the leading third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to evaluate the greenhouse gas emissions of their Teads’ campaigns. Leveraging this measurement, brands will now have the ability to minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective. IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions. Concretely, the considered perimeter implies the necessary electrical consumption to the campaign delivery and the greenhouse gas emissions induced by this consumption. This first step allows then to analyse the campaign parameters impact from the point of view of the equipment’s usage (data centre, network, and devices) that are necessary to the delivery and to recommend optimisation levers. The actual calculation is based on the required energy for hosting advertising creatives, transporting on the network, and using the user’s device displaying these ads. This approach is part of Teads’ continued ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open doors to new thoughts aiming to use this carbon metrics along with traditional media KPIs. Teads’ ambition in this space is to standardise carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing the carbon footprint of a campaign, without reducing its effectiveness, is the ultimate goal. The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions. For this reason, the ongoing procedures for the formalisation of an industrywide reference framework are welcome to collectively progress in the subject. The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect. Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts." Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.” Emmanuel Fischmeister, VP business development at Teads says “We are extremely excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry” About Teads Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

Read More

MOBILE ADVERTISING

PubMatic and IAB Europe Reveal the State of Online Video Advertising Today and Predictions for the Year Ahead

PubMatic, IAB Europe | March 17, 2022

PubMatic (Nasdaq: PUBM), an independent technology company maximising customer value by delivering digital advertising’s supply chain of the future, in partnership with IAB Europe, today released an industry report titled “The State of Online Video Advertising in Europe”. The report highlights media buyers’ appetite to continue to increase investment in video advertising, in particular connected TV (CTV). Over 140 online video buyers from agencies and advertisers across 31 European markets took part in the survey-based research generating key insights such as: On average, digital media buyers are investing 36% of total ad spend in video advertising (excluding TV formats) The most frequently bought video advertising is mobile web with one-quarter of media buyers investing more than 61% of their digital budget in this channel Two-thirds of digital buyers are investing in CTV, albeit at a lower percentage of the total budget. “Media buyers are excited about the potential of CTV advertising as it offers a cost-effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV,” said Hitesh Bhatt, senior director, CTV/OTT, EMEA at PubMatic. “Media buyers are excited about the potential of CTV advertising as it offers a cost-effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV,” said Hitesh Bhatt, senior director, CTV/OTT, EMEA at PubMatic. The study also found that when media buyers find the same programmatic video inventory available via multiple sell-side platforms (SSPs) - which is often the case - almost half say performance KPIs are the most important factor in deciding which SSP to work with. This is followed by cost (26%) and data activation (16%) “This focus on KPIs as a deciding factor in SSP selection highlights the importance of maximising audience addressability – a known driver of better performance. Combining brand and publisher-owned first-party data, and independent ID solutions help better predict consumer behaviour and thus maximises the size, and accuracy of addressable audiences across the open web,” said Bhatt. “Today, A/B testing different addressability strategies is one of the best ways to establish which partners can deliver the best performance. Early tests show that a portfolio approach delivers the best performance,” said Bhatt. The deprecation of third-party cookies has changed buyers’ approach to online video advertising in browser environments, however, despite previous reliance on third-party cookies, programmatic remains strong with two-thirds of respondents allocating the majority of budget to programmatic channels. The key to driving more revenue into digital video will be solving a lack of cross-screen measurement cited by 46% as the biggest barrier, and 57% actively seeking more measurable formats. Despite measurement being a significant challenge, almost one-quarter (23%) of digital media buyers are planning digital campaigns as cross-screen including TV in that definition. Marie-Clare Puffett, senior manager, marketing & industry programmes, IAB Europe commented on the research: "IAB Europe and PubMatic's The State of Online Video Advertising study provides a view into the direction of travel in Europe for this growing advertising market. The findings will help advertisers, publishers and the broader digital advertising industry plan ahead, and make the most of the opportunities on offer. This report shows that advertisers view online video as a strong channel for brand building. However, there are also clear concerns around cross-device targeting that will need to be addressed for the value of online video advertising to be realised in full. Given the aptitude for innovation in the digital advertising sector, I have every confidence these concerns will be overcome and online video will continue as an important channel for brand building."

Read More

PROGRAMMATIC ADVERTISING

Preparing for a Cookieless Future with Contextual Advertising

Seedtag | August 24, 2021

Albert Nieto, co-CEO of Seedtag, explains why advertisers should invest in contextual targeting as the end of third-party cookies edges closer. Google recently announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, a year later than it originally planned. However, while the announcement may feel like a backwards step in the battle for consumer privacy, the wider industry continues to press on with plans to deprecate the use of third-party cookies. Apple launched changes to IDFA (ID for Advertisers) as part of its iOS 14.5 update, which requires apps to ask users to grant permission to collect and share their data. What’s more, Mozilla and Firefox have already stopped the support for third-party cookies to track users on their browsers. Nevertheless, with Chrome accounting for 60% of all web traffic in the UK, this announcement still marks a seismic change for third-party cookies. This all leads to online advertising being pushed to adapt to a more privacy-driven web, giving end-users better control over their data. The 2022 timeline was always very ambitious, meaning this additional time has been welcomed by advertisers and publishers, as it provides them with more time to adapt. However, the transition to a cookieless world will not be a one-off switch, but an ongoing process for advertisers that is already underway. Removing the reliance on cookies In digital advertising, third-party cookies are widely used by ad tech companies to identify users on desktop and mobile devices for the purposes of targeting and reporting. Based on changes in consumer preferences on how their data is collected or used, brands will be forced to sever their dependence on cookies, shifting towards a future that meets new privacy standards. Businesses in the space can use this new era as an opportunity to solve some of the underlying issues linked to cookies, such as slow-loading and a lack of control over Publisher data for Editorial Groups, or cookie matching between different platforms for Advertisers. Furthermore, the reliance on cookies has made many marketers focus excessively on their targeting strategies, seeing them rely on questionable attribution models and embrace standard ad units pushing for a commoditisation of advertising. More often than not, some companies in the sector forget that the very reason why advertising exists is to create positive emotions in anyone that interacts with the brand. Contextual is the best answer and the only one available at scale While walled gardens will remain an option for advertisers to interact with their potential customers using first-party data, the big question is what will happen in the open web without cookies. Companies in the ad tech sector have two options: substitute cookies for an alternative technology that allows them to keep addressability on the web; or switch to privacy-first targeting options like contextual advertising. The ad tech industry is still in the early days of identifying an optimal solution for a post third-party cookie world. The problem with the cookie is not its technology, but its lack of privacy. With privacy concerns well and truly entrenched, no technology that fails to respect users will prevail. Contextual targeting using NLP (Natural Language Processing) and AI algorithms is not only available and workable at scale, but is also proving to be as effective as audience targeting was. The ability for brands to understand the content that the user is consuming at the time of the ad delivery will become a new and as-effective identifier for the target audience and their preferences. Contextual targeting combines relevance with the scale, precision, and seamlessness that is championed by programmatic media. Ensuring consumers’ privacy In terms of privacy, contextual advertising permits targeted marketing in highly relevant environments without requiring data from customers. It concerns itself with the context and meaning of advertising environments, not the behavioural patterns of online users. Therefore, it presumes that the user is relevant to the advertisement without ever relying on their historic behaviour. With real-time updates, the company’s contextual targets will automatically refresh to include new and relevant environments for the adverts, driving improved results and conversions. Another strategic advantage is that it enables advertisers to deliver messages to consumers when they are most receptive to brand messages. For instance, when a user is browsing content about a specific topic, it might imply their interest to make a related purchase. Overall, the ability for ad tech companies to target customisable contexts is essential, especially when operating in highly specific or niche markets. The future of ads With the ad tech industry on the path to a cookieless world, it’s now time to adapt and make sure that consumers are able to provide privacy-driven, digitally savvy end-users with better control over their data. As contextual targeting has proven to be effective with real-time updates and personalisation, many marketers are seeking it out as an alternative to third-party cookies. Many industries have successfully adapted to key defining moments and have ended up becoming larger and more profitable as a result. The creation of the internet, for instance, created global opportunities for travel agencies and those who embraced the change evolved from local or national companies into global businesses. Those who resisted the change, and didn’t put their clients first, probably don’t exist today. The advertising industry is not an exception and businesses must define their strategy backwards. Consumers want privacy in the same way they want to book their holidays online – if this is granted then new, exciting opportunities will arise for everyone

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