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Web Advertising is a Sinking Ship for Brands. In-App Advertising can be the Lifeboat

MATHEW BROUGHTON | January 27, 2020 | 159 views

Advertisers, being advertisers, have tried to work their brands into online games and apps ever since there have been games and apps worth working their way into. But whereas in-game ads were once mostly technological experiments or clever PR, increasingly they answer several pressing needs which is why all marketers should be looking at them again. The first of these is that advertising on the web is facing a number of increasingly large obstacles. Ad-blockers, tracking prevention, and accept-cookie buttons, have all damaged the environment for users and advertisers. Browsing habits have also changed, so that expert online shoppers no longer linger for long enough to see your ad. And young consumers, in particular, no longer just tune out traditional ads – they simply go to places where those ads don’t reach. All smart brands know this, so inevitably they are seeking to go where users’ attention has gone: into mobile apps, where recent research from the US suggests the average smartphone user spends almost three hours a day.

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Arcalea

We believe marketing should be measurable, data-driven and effective. As a Google Premier Partner with industry-leading methodologies, Arcalea specializes in the strategic assessment of how audiences interact with brands online, and the resulting analysis and implementation of digital programs. From Search Engine Marketing (SEO/SEM), to Content Marketing, and Paid Advertising, our unique mix of national brand experience and proven proprietary analyses solves complex business challenges, and our clients win.

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AD NETWORKS

Google’s and Facebook’s Grip on Digital Advertising Markets

Article | October 20, 2022

Since July 2019, the UK’s Competition and Markets Authority has been conducting an extensive investigation of the digital advertising market. In its preliminary report on the investigation, the CMA expresses concerns that Google and Facebook have grown so “large and have such extensive access to data that potential rivals can no longer compete on equal terms.” 2019 marked the year in which digital advertising finally took the crown from TV and other legacy media both in the US and worldwide. Estimates point out that digital ads now account for 51 percent of the almost $600 billion spent globally on advertising, a percentage that should only rise with time.

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Which Online Advertising Strategy Is Right For Your Business?

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Part of running a business in this era of technology is establishing an online presence. This does not only mean having a well-put-together website and being active on social media, which are both a big part of what online marketing means. In order to reach audiences and turn them into customers, you also need to invest in online advertising. Sometimes, finding the best-suited advertising strategy for your business can be quite daunting, especially given the fact that you have so many options to choose from in the sea of digital marketing. The accessible costs of digital advertising, especially when compared to traditional advertising, may make it tempting for you to what to invest in as many types of ad campaigns as you can find, but keep in mind that they may not all work for your business.

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Article | July 20, 2022

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Amazon Big Game Ad Tallies the Most Views via YouTube AdBlitz

Article | February 10, 2020

YouTube revealed the five most-viewed Super Bowl LIV ads on its YouTube AdBlitz portal for Big Game spots. YouTube ads marketing cultural moments and trends lead Gina Shalavi unveiled the top five by views as of 11:59 p.m. ET Feb. 5, as well as short descriptions of the ads, in a blog post Monday. Amazon topped the list by asking, “What did we do before Alexa?” Shalavi wrote, “With a medieval theme, people cover everything, from the temperature to news to jokes, all features on Alexa.” The spot features Ellen Degeneres and Portia de Rossi. Bill Murray helped drive Jeep to the second spot with Groundhog Day, and Shalavi wrote, “Murray takes a groundhog and escapes in an orange Jeep for endless adventures.”

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Article | October 20, 2022

Since July 2019, the UK’s Competition and Markets Authority has been conducting an extensive investigation of the digital advertising market. In its preliminary report on the investigation, the CMA expresses concerns that Google and Facebook have grown so “large and have such extensive access to data that potential rivals can no longer compete on equal terms.” 2019 marked the year in which digital advertising finally took the crown from TV and other legacy media both in the US and worldwide. Estimates point out that digital ads now account for 51 percent of the almost $600 billion spent globally on advertising, a percentage that should only rise with time.

Read More
SOCIAL MEDIA ADVERTISING

Ghost Ads and Bidding to Measure Incrementality

Article | July 14, 2022

Part of running a business in this era of technology is establishing an online presence. This does not only mean having a well-put-together website and being active on social media, which are both a big part of what online marketing means. In order to reach audiences and turn them into customers, you also need to invest in online advertising. Sometimes, finding the best-suited advertising strategy for your business can be quite daunting, especially given the fact that you have so many options to choose from in the sea of digital marketing. The accessible costs of digital advertising, especially when compared to traditional advertising, may make it tempting for you to what to invest in as many types of ad campaigns as you can find, but keep in mind that they may not all work for your business.

Read More
RETARGETING

Contextual Targeting: Why is It Important?

Article | July 20, 2022

The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers. By the time U.K. youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published last week by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening. For now, advertising targeted at children has been slower to migrate online than in the broader industry. Whereas more than half of the world's $614 billion of ad spending is now online, less than a third of the outlay for ads targeting children is digital, according to a 2019 study by PricewaterhouseCoopers.

Read More

Amazon Big Game Ad Tallies the Most Views via YouTube AdBlitz

Article | February 10, 2020

YouTube revealed the five most-viewed Super Bowl LIV ads on its YouTube AdBlitz portal for Big Game spots. YouTube ads marketing cultural moments and trends lead Gina Shalavi unveiled the top five by views as of 11:59 p.m. ET Feb. 5, as well as short descriptions of the ads, in a blog post Monday. Amazon topped the list by asking, “What did we do before Alexa?” Shalavi wrote, “With a medieval theme, people cover everything, from the temperature to news to jokes, all features on Alexa.” The spot features Ellen Degeneres and Portia de Rossi. Bill Murray helped drive Jeep to the second spot with Groundhog Day, and Shalavi wrote, “Murray takes a groundhog and escapes in an orange Jeep for endless adventures.”

Read More
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Spotlight

Arcalea

We believe marketing should be measurable, data-driven and effective. As a Google Premier Partner with industry-leading methodologies, Arcalea specializes in the strategic assessment of how audiences interact with brands online, and the resulting analysis and implementation of digital programs. From Search Engine Marketing (SEO/SEM), to Content Marketing, and Paid Advertising, our unique mix of national brand experience and proven proprietary analyses solves complex business challenges, and our clients win.

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ADVERTISER PLATFORMS

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Business Wire | May 29, 2023

MGID, the global advertising platform, today announced a partnership with Playmaker, the digital sports media company that delivers authentic content experiences through its portfolio of sports media brands. The partnership will see the direct integration of MGID’s native ads across Playmaker’s web properties to maximize user experience and engagement and increase traffic and monetization. MGID’s network of advertisers across the US, Canada, Brazil, and Mexico will benefit from access to Playmaker’s 101 million monthly web users that engage with a portfolio of sports media brands, including Futbol Sites, Yardbarker Media, and The Nation Network. MGID’s high-quality native advertising offering will enable Playmaker’s media brands to monetize their traffic through non-intrusive and contextually-relevant native ads while also increasing pageviews. MGID’s native ad formats are targeted to the most relevant sections of a user’s content journey to ensure maximum engagement. “This is a great opportunity for leading advertisers to access Playmaker’s expansive audience of sports fans. Without essential revenue streams, sports media brands cannot serve great content to their fans. At the same time, fans need to see content and ads that enhance their overall experience.” Said Sergio Vives, Global Head of Publisher Acquisition at MGID. “This is great step in our journey to grow our offering and innovate at the edge of digital media advertising. We look forward to connecting Playmaker’s scale of audience to MGID’s relevant, high-quality content.” “In a changing digital landscape, where effective targeting and attribution is becoming increasingly complex, teaming up with MGID will provide essential alignment between consumer and marketer needs through our trusted brands.” Added Michael Bellom, Head of Revenue Operations at Playmaker. “The integration of native ads and exclusive content recommendations will help users find the right content and ensure marketers reach the right audiences.” AboutMGID MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences. About Playmaker Playmaker (TSX-V: PMKR; OTC: PMKRF) is a digital sports media company that acquires and integrates premier fan-centric media brands, curated to deliver highly engaged audiences of sports fans to tier one advertisers, online sports betting operators, and sports federations and leagues. Leveraging its in-house technology stack, Bench, and with a 360-degree view of sports fans, Playmaker delivers authentic digital content experiences for sports fans and best-in-class results for its partners across the Americas.

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OneTrust's Arshdeep Sood is Named in the Top Women in Media & Ad Tech Awards

PR Newswire | May 26, 2023

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AdTech Leader Bidease Welcomes Ross Barasch as VP of Innovation

EIN News | May 23, 2023

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Read More

AD TECH AND MARTECH

OneTrust's Arshdeep Sood is Named in the Top Women in Media & Ad Tech Awards

PR Newswire | May 26, 2023

OneTrust, the market-defining leader for trust intelligence, is pleased to announce that Arshdeep Sood, Senior Solutions Engineer at OneTrust, has been named one of the 2023 Top Women in Media & Ad Tech by AdExchanger and AdMonsters. The annual awards recognize, celebrate, inspire, and bring together the women who are making an impact in the greater digital media and advertising technology community. Arshdeep, a passionate engineer and privacy expert, was named in the Tech Trailblazers category, which honors tech-focused women who are creating and improving ad tech and media products. "It's an incredible privilege to be recognized among such talented and inspiring women," said Arshdeep Sood, Senior Solutions Engineer at OneTrust. "Women are still widely underrepresented in STEM roles like engineering, which makes the honor of Tech Trailblazer even more meaningful. Since the beginning of my career, I've devoted my passions to the dynamic realm of media and ad tech, focusing on trust and privacy-first experiences. Today, I'm proud to see my contributions propel innovation within the industry." Arshdeep Sood, who holds a Master of Science in Electrical and Computer Engineering and a Management of Technology Certificate from the Georgia Institute of Technology, is committed to delivering privacy-centric consumer experiences. With a wealth of industry experience and IAPP credentials, including CIPP/E, CIPM, and Fellow in Privacy (FIP), she has become a recognized leader in the field. Arshdeep specializes in the AdTech market and has trained with IAB in the programmatic landscape. In her role, she works closely with customers to guide their privacy journeys and innovate solutions to best meet their needs. Arshdeep is also a strong advocate for diversity, equity, and inclusion (DE&I) and serves as the Chair of Employee Trust Groups (ETGs) at OneTrust. "The Top Women in Media and Ad Tech Awards provide a platform to highlight the immense impact of women in the media and ad tech space. Their success has a lasting impact on their brands and markets; they are leaders, mentors, and change agents in the industry," said Bill Amstutz, Group Publisher of AdExchanger and AdMonsters. "We take great pride in celebrating their achievements." About OneTrust OneTrust is the trust intelligence cloud platform organizations use to transform trust from an abstract concept into a measurable competitive advantage. Organizations globally use OneTrust to enable the responsible use of data while protecting the privacy rights of individuals, implement and report on their cyber security program, make their social impact goals a reality, and create a speak up culture of trust. Over 14,000 customers use OneTrust's technology, including half of the Global 2,000. OneTrust currently ranks #24 on the Forbes Cloud 100 list of top private cloud companies in the world and employs over 2,000 people in regions across North America, South America, Asia, Europe, and Australia.

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Read More

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