Advertising Market: Pessimism Among European Agencies is Rather High In 2020

CEOWORLD magazine | July 06, 2020

The Ad World Masters agency presented a new survey about the advertising market globally and how is affected by the coronavirus pandemic. The Ad World Masters surveyed over 200 agency owners and top managers from 55 countries to evaluate their expectations and understand the condition of creative firms all around the globe. According to the survey, 57% of agencies expect their annual income to be lower in 2020 than in 2019. Though, an equivalent fraction (53%) believe they will get back on track after a few months. Furthermore, 27% of the agencies foresee an increase in their business this year despite the coronavirus pandemic. More than 40% of the agencies – mainly the larger ones- is estimated that will go bankrupt in 2020, while the smaller ones will gain from the situation.  Also, 16,3% of respondents at the survey predict no change in income for their agency in 2020 compared with 2019. Some optimists expect an increase. 20% of the respondents expect an increase of about 9,4%, while 10% of the respondents expect an increase of about 6,9%.

Spotlight

You will often see that your items are having a good number of clicks and orders. But, if there are repeated purchases?
Isn’t it that great! There are millions of items out there and it's pretty normal for a customer to lose track to purchase a product again later. To solve this issue, amazon offers an option in their Display ads to retarget those customers.

Spotlight

You will often see that your items are having a good number of clicks and orders. But, if there are repeated purchases?
Isn’t it that great! There are millions of items out there and it's pretty normal for a customer to lose track to purchase a product again later. To solve this issue, amazon offers an option in their Display ads to retarget those customers.

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ADVERTISER CAMPAIGN MANAGEMENT

Applovin Releases Its Creative Trends Report 2023 of Mobile Ad Trends

AppLovin | February 03, 2023

One of the most popular mobile marketing and monetization platforms, AppLovin, has recently released its Creative Trends Report 2023, which lists the best performance-driven mobile ad trends for the year. This report will help mobile app developers and vertical marketers come up with creative ideas for their mobile ad campaigns. To prepare this report, AppLovin’s in-house creative agency, SparkLabs, collected data from more than 200 applications, 267 installations, 22.4 billion clicks, 52.3 billion impressions, and tens of thousands of creatives in 2022 and researched the variables and influencing ideas that generated the highest return on investment (ROI), click-through rate (CTR), investor relations (IR), and return on ad spend (ROAS). The analysis shows that customization of an environment, character, or item, dramatic story narratives, real-time feedback, and voiceover messaging encourage more engagement. CMO of AppLovin, Katie Jansen, said, "Our goal with this report is to provide marketers and developers insights and inspiration for achieving increased success for mobile ad campaigns. The report is packed with proven performance-driven ad concepts that have generated significant lift for their campaigns by capturing the majority of ad spend." She added, "Putting the best creative pieces together doesn’t always guarantee a win. To ensure that your ads are consistently high-performing, you need a combination of performance-driven analysis and continuous iteration and testing to find an optimal creative strategy for your app." (Source – Business Wire) About AppLovin Headquartered in Palo Alto, California, AppLovin provides business insights, marketing technologies, full-stack solutions, user acquisition, monetization, and measurement to resolve mission-critical functions. Through its analytics and performance data, it offers creative strategies, suggests variables, and identifies key points that will optimize gaming campaigns and advertising strategies. Since 2012, it has been assisting popular applications and game studios to prosper worldwide by offering solutions to increase average revenue per daily active user (ARPDAU), ad impressions, valuable users, in-app purchases (IAP), and reach. Its products are AppDiscovery, MAX, AppLovin Exchange, SparkLabs, and Adjust.

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DISPLAY ADVERTISING

MAGNA and Roku Find Creative Streaming TV Ads 2X Better Than Traditional TV Ads

MAGNA | January 23, 2023

MAGNA Media Trials, the industry-leading proprietary research offering of MAGNA, and Roku have just announced a new study in cooperation with the Roku Brand Studio, which reveals that new video ad formats in streaming TV are twice as appealing to consumers as traditional TV advertising. Currently, marketers strive to stand out in the transition to streaming. However, traditional TV ads alone miss an opportunity to surprise and excite viewers throughout streamers' journey outside the traditional ad break. Beyond the: 30 on streaming TV investigates how marketers can create more engaging and powerful ad experiences on the platform. There were tests of three new "Beyond the: 30" video ad formats: Roku Original Vignette: A 30-second ad in which a brand references the Roku Original program being streamed. Thematic Tagged Vignette: A 30-second animated commercial in which a brand celebrates streaming. Watch Alongs: During commercial breaks, the brand sponsors discuss the television show or movie being streamed. All three "Beyond the: 30" ads outperformed traditional TV ads in terms of top-of-mind brand recall (+57% "Beyond the: 30" vs. +43%), brand favorability (+8% vs. +3%), and intent to search (+16% vs. +9%). These findings demonstrate the great potential of "Beyond the: 30" advertisements, which include increasing brand awareness and boosting sales. Multiple brands from many verticals participated in the study, including T-Mobile and Subaru. A home-based panel of 1,316 viewers was randomly split between exposed and control groups, who saw their preferred content intermingled with streaming-specific and traditional ads. Following the content viewing experience, viewers were questioned to evaluate the effect on brand key performance indicators (KPIs) and to get a deeper understanding of consumers' perspectives. About MAGNA MAGNA is the worldwide leader in media investment and intelligence. Its reliable data, innovative trial offerings, industry-leading negotiation skills, and exceptional consultancy solutions provide clients and subscribers with a compelling market edge. It is a team of specialists motivated by results, honesty, and curiosity. It helps customers and cross-functional teams through five core competencies: collaboration, education, accountability, connectivity, and enablement. About Roku, Inc. Roku introduced streaming to the TV. The firm connects people to their favorite streaming content, enables content publishers to grow and monetize massive audiences, and provides marketers with unique opportunities to interact with consumers. Roku streaming players and TV-related audio devices are available in the United States and other markets through direct retail sales and licensing agreements with TV OEM companies.

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ADVERTISER PLATFORMS

ViewLift Deploys Advanced Ads Solutions for Customers

ViewLift | November 21, 2022

ViewLift, a global leader in end-to-end streaming and OTT solutions, today announced the deployment of Advanced Ads Solution to help content monetization through Google Ads by enabling SDKs like PAL, Open Measurement, and Why This Ad (WTA) for its customers, helping them double their CPMs through Google Ads. Advanced Ads Solution is a new package of player-level implementation and certifications that allow you to specify who is watching and rule out the bots and fake ads. This implementation gives publishers a lot more comfort about who is watching. The basic version of Ads implementation already has many features and tools, such as creating any number of ads, organizing them into groups, implementing ad rotation, and more. One can also implement very complex ad settings to precisely target specific groups of users and types of content. Some of the features from business and customer points of view are: Features: Flexible ad types Monetize ad-block users Works on cached sites Click Fraud Protection Tracking & Reports Test ad networks Mobile ads Selling Ad Space Schedule ads Control the ad layout Manage unlimited ads Managing to make AMP ready page Powerful CPM building Monetize content Though this is a global phenomenon, it's highly relevant for the Indian market as a lot of businesses in India rely on advertisements to generate revenue. Deploying Advanced Ads from ViewLift will allow its customers to double their CPMs and fill rate with Google. Manik Bambha, Co-founder & President at ViewLift said, "Advanced Ads technology allows our clients to further utilize the benefits from Google Ads to monetize their content and practically double their earnings." Manik Bambha, Co-founder & President at ViewLift said, "Advanced Ads technology allows our clients to further utilize the benefits from Google Ads to monetize their content and practically double their earnings. The deployment of ViewLift’s PAL, WTA, and OM enhance the performance of advertisements by doubling up the CPMs and helping content owners save time and utilize the technology to its full potential.” About ViewLift ViewLift is a full-service digital content distribution platform empowering media companies, sports leagues and teams, broadcasters, and others to monetize their content through native branded apps on all major OTT devices. ViewLift operates across the digital ecosystem, understanding each device's unique requirements and best practices. ViewLift offers clients a range of monetization models on a proprietary platform with advanced analytics, tracking performance in real time.

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