Amazon ad spend rises over Cyber 5, but most efficient sales days still ahead

marketingland | December 12, 2019

On Cyber Monday alone, consumers spent $9.4B via online channels – that’s up $1.5B from just last year, according to Adobe, and another record-breaking figure in terms of e-commerce sales. For marketers, the entire five-day stretch known as Cyber 5, but dubbed “Turkey 5” by Amazon, was likely a banner sales weekend, but looking at year-over-year Amazon data, what’s clear is that your holiday fortunes are not made or broken on that period alone. As part of the research my company conducted, it is clear that on a conversion rate and cost-per-conversion basis, some of the best sales days on Amazon come after Cyber Monday. To maximize your total sales, and potentially capture market share from competitors, your advertising budgets and strategy on the site needs to align with this reality.

Spotlight

Online digital advertising has reached a huge market size after many years of rapid growth but
is plagued by many fundamental problems. Advertisers spend a huge amount of budget on
invalid traffic and lack trust in the ad network. Users as the ultimate value creator do not receive
any reward and have no decision-making power.

Spotlight

Online digital advertising has reached a huge market size after many years of rapid growth but
is plagued by many fundamental problems. Advertisers spend a huge amount of budget on
invalid traffic and lack trust in the ad network. Users as the ultimate value creator do not receive
any reward and have no decision-making power.

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PROGRAMMATIC ADVERTISING

Outbrain strategically moves to expand ad inventory, begins roll out of new Native Header Bidding solution

Outbrain | December 10, 2021

Outbrain Inc. (Nasdaq: OB), a leading recommendation platform for the open web, today announced the global roll out for a new Native Advertising Header Bidding solution designed to help media partners boost their monetisation strategy by enabling Outbrain to serve ads on any ad placement. Native Header Bidding allows the Outbrain advertising engine to programmatically bid into display and video ad units to serve Outbrain Native Ads. This strategic move is designed to help Outbrain media partners maximize revenue from traditional ad units while creating more opportunities for Outbrain advertisers to show their ads and engage customers with Outbrain Native Ads. We are committed to innovate and help media partners in the open web fund content creation. With Native Header Bidding our goal is to help our partners maximize revenues while delivering a better advertising experience to consumers through Outbrain Native Ads. Native Header Bidding unlocks new revenue potential by creating more advertising opportunities for Outbrain while increasing yield on traditional display and video ad placements.” Eytan Galai, Chief Revenue Officer of Outbrain Outbrain enters the Header Bidding space by leveraging its deep integration with media partners which provides unique visibility into contextual performance and behavioral interest signals, enabling bidding efficiency. The result is a more personalized and relevant ad experience for the consumer and maximum performance for marketers. “Up until now, Outbrain ads were only shown in our recommendation feed but with Native Header Bidding, we now show ads also on display and video ad placements.” said Ayal Steiner, Outbrain VP of Advertising. “The expected result is that users will experience more relevant ads served through native ad experiences that are much more user friendly, and Outbrain advertisers will benefit from more ad inventory which creates new opportunities to engage potential customers on the open web.” Outbrain’s Native Header Bidding leverages open web header bidding standards with Outbrain remaining an active member and contributor to prebid.org. Outbrain now begins a global roll out of Native Header Bidding with strategic media partners. About Outbrain Outbrain (Nasdaq: OB) is a leading recommendation platform for the open web. Our technology enables 10 billion daily recommendations to consumers across more than 7,000 online properties and connects advertisers to these audiences to grow their business. Founded in 2006, Outbrain is headquartered in New York with offices in 18 cities worldwide.

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AD TECH AND MARTECH

AdTech Startup Tomi Secures Seed Funding to Make Real Estate Ads Perform as well as E-Commerce

Tomi.ai | June 24, 2021

Real estate, automobile, and financial services all have lengthy and offline sales cycles, and digital advertising does not work well in these industries. Because the real-world assets remain offline, the temptation for advertisers is to buy leads and clicks, which may increase customer acquisition costs. People browse, but they mainly purchase offline. Tomi, a new startup, intends to solve this problem by analyzing a user's activity on a company's website (through a tracking pixel combined with ad APIs and CRMs) to assist businesses in reaching customers more effectively in the manner of an e-commerce business. It has already raised a $1 million initial round from Begin Capital and the Phystech Leadership Fund. Tomi was founded by Konstantin Bayandin, a former senior director of digital marketing and technology at Compass and chief marketing officer at Ozon, called "Russia's Amazon." It competes with comparable AdTech firms such as Anytrack, Sociaro, Meetotis, Alytics, and Postclick. The difference, according to Bayandin, is that Tomi "focuses on offline conversions and works with various ad channels, including Facebook, Instagram, and Google." "Real-estate firms would love to use internet advertising to sell their inventory, but it turns out to be too costly and difficult," says Bayandin. In addition, people like browsing but rarely convert, and the majority of these transactions take place offline. As a result, real-estate clients are unsure of how to optimize for their real buyers. Tomi uses machine learning to examine how real buyers navigate the website and improve ad campaigns for conversions." The context for all of this is that, with Apple discontinuing IDFA, Google intending to delete third-party cookies from its Chrome browser, and the newest iOS 14.5 update enabling users to opt-out of "personalized ads," the whole advertising industry is in flux, necessitating the development of new technologies. Tomi, according to Bayandin, is a member of this new wave of AdTech.

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PROGRAMMATIC ADVERTISING

Adsquare to Support Unified ID 2.0

Adsquare | September 20, 2021

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