Forecast Shows Global Advertising Increase, But Internet Ad Spend Decline

bandt | February 22, 2019

Despite healthy top line growth, the research suggests that total internet adspend  inclusive of desktop, mobile and tablet  will decline by 7.2 per cent this year beyond the Google and Facebook ‘duopoly’

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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AD TECH AND MARTECH

ID5 Releases 2022 State of Digital Identity Report

ID5 | November 24, 2022

ID5, the market-leading identity provider for digital advertising, today released its 2022 State of the Digital Identity Report, which provides a comprehensive analysis of the developments made by publishers, advertisers, and ad tech platforms when it comes to the evaluation and adoption of alternative identity resolutions. ID5 found brands around the world are missing out on reaching cookieless audiences, with 87% of respondents identifying as such, and are restricted to competing for the same, limited portion of consumers reachable via cookies. Of those surveyed, 69% of advertisers want to be able to reach cookieless audiences today. This year’s report looks closely at a number of elements that shed light on how businesses are preparing to navigate a cookieless future going into 2023. The findings present insights into testing success rates, the most favored alternative solutions, time frames in which players expect to have their cookieless strategies in place, and more. By surveying 164 respondents globally, the report found that first-party universal identifiers are believed to be the most viable and scalable solution to replace third-party cookies, with 38% of respondents identifying them as the primary alternative. A mixture of deterministic and probabilistic first-party IDs take the top spot (54%) for the best methodology alternative to generate and reconcile IDs across websites. “Between cookieless browsers and people refusing third-party cookies, 50% of the global traffic is already unaddressable with traditional identifiers,” said Mathieu Roche, CEO & Co-founder of ID5. “Between cookieless browsers and people refusing third-party cookies, 50% of the global traffic is already unaddressable with traditional identifiers,” said Mathieu Roche, CEO & Co-founder of ID5. “Advertisers want alternative IDs now to enable addressability at scale, maximizing the opportunity that cookieless browsers offer today.” The report found that the adoption of alternative identity solutions is on the rise industry-wide with 63% of respondents having at least one solution or more. Of those that have not adopted a solution yet, 57% stated that their unfamiliarity with the various cookieless alternatives in the market is what holds them back. Nevertheless, 50% of survey respondents have already run tests to measure the effectiveness of these solutions, and another 35% are currently testing or are in the planning stages of doing so. With more education and knowledge sharing on the benefits of taking action on cookieless, these numbers will continue to rise. Overall, the report found that 75% of respondents are satisfied with testing. The research indicates that, though many advertisers are behind on testing, those who have are pleased with the results and are effectively positioning themselves for the future. “With this report, we not only wanted to highlight where companies are today, but we wanted to better understand what the industry is doing to support advertisers and publishers, as well as what challenges they are facing or are anticipating to face.” added Roche. “This success in testing across the industry provides hope that we are coming close to determining the solutions that have proven themselves as industry standards.”

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DISPLAY ADVERTISING

Good-Loop Launches Purpose-Powered CTV Ad Format That Rewards Viewers' Attention With Donations To Charity

Good-Loop | October 28, 2022

Purpose-led ad platform Good-Loop today launched a new CTV ad format that rewards viewers' attention and time with a free donation to charity. Advertisers can buy the new watch-to-donate format across various CTV channels using Good-Loop's purpose-powered ad wrapper. Once the ad has been played, it generates a free donation to a charity, funded by the brand. Formats include pre, mid and post-roll. The new CTV ad unit also includes a QR code, which viewers can scan to drive through to the Good-Loop's Impact Hub, where they can find out more details about the campaign and the charity partner. They can also see how much has been raised in real-time and understand the real world impact of the funding. Participating charities include the Eden Reforestation Project, Love The Oceans and Black Minds Matter. CTV viewership is booming. eMarketer forecasts there will be 109.3 million households with a CTV by the end of 2022, which equates to 83.6% of U.S. households, while 40% of adults watch videos using CTV devices every day (source: Leichtman Research Group). Good-Loop's new CTV format gives advertisers access to this rapidly growing, highly-engaged audience in a way that drives brand purpose and delivers significantly better ad performance and ROI. Good-Loop's purpose-powered ad formats - which drive brand engagement by converting people's attention to ads into funding for good causes around the world - on average drive a 33% higher engagement rate, 50% higher completion rate and 4.5X higher ad recall than the rest of the industry - as well as building significant brand love, trust and affinity. Ryan Cochrane, COO, Good-Loop, said: "CTV viewership is exploding right now. However, increased competition means brands are finding it increasingly hard to get noticed by this rapidly expanding global audience. TV ads don't normally reward viewers for their time and attention. Good-Loop's new CTV ad format does. It enables TV viewers to make a donation to a good cause simply by watching an ad. "For consumers, rather than passive viewers, it means their precious time and attention is truly rewarded and helps to fund a good cause. For brands it's a way to do good at scale, while also standing out among the ever-growing crowd of brands tussling for CTV viewers' well-earned attention." "For consumers, rather than passive viewers, it means their precious time and attention is truly rewarded and helps to fund a good cause. For brands it's a way to do good at scale, while also standing out among the ever-growing crowd of brands tussling for CTV viewers' well-earned attention." The new watch-to-donate unit - bought on a Cost Per Completed View (CPCV) or CPM basis - is the latest ad format from Good-Loop that harnesses the value of consumer attention to do good at scale. Good-Loop, a Certified B Corporation, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that deliver real social impact, while also driving significant business and brand uplifts for advertisers. The advertiser receives more meaningful brand engagement, while the consumer gets to do good for free. The charity receives 50% of the ad revenue. The company has already raised £5M for charities around the world. To find out more about Good-Loop's new CTV format, click here. About Good-Loop Good-Loop is a purpose-led advertising platform that's on a mission to make advertising better for consumers, brands and the planet. The B Corps-certified company builds turnkey products for advertisers to do good at scale. Good-Loop's carbon-neutral advertising formats drive engagement by converting people's attention into donations for good causes around the world. The company's proprietary Green Media Technology also enables advertisers to measure and reduce the carbon footprint of their digital advertising. The company, which has offices in London and Edinburgh, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that bring real social and environmental impact, while also driving significant business and brand uplifts for advertisers. The company has raised more than $6M for charities such as Save the Children, WaterAid, Make-A-Wish, the NSPCC and WWF. Clients include L'Oreal, Nike, Unilever, Levi's, Adidas, Volvo and Mondelez. In February 2022, the company closed a Series A funding round of $6.1M, led by New York-based investment fund, Quaestus Capital Management (QCM), with additional backing from Scottish Enterprise, impact investor SIS Ventures and European ad tech fund First Party Capital, bringing total investment into the ad tech for good platform to $8.2M (£6m) since it was formed in 2016.

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MOBILE ADVERTISING

74% of Consumers Use Mobile Ads to Discover New Apps According to ironSource Report

ironSource | September 08, 2022

ironSource (NYSE: IS), a leading business platform for the App Economy, today presents its MobileVoice® reports: The Modern Mobile Consumer 2022: App Discovery and Monetization. The reports, available in two versions — one for app marketers and one for monetization managers — provide data around the app discovery habits of consumers, and dive into which types of ads are preferred, how often they use their downloaded apps, why they use their apps and more. ironSource’s data also reveals how attitudes towards advertising and monetization have evolved, as well as highlighting the differences in the ways that Generation X, Millennials, and Generation Z engage with mobile apps. The reports are the latest in Tapjoy’s Modern Mobile Gamer® series, which focuses on consumers’ understanding of the freemium app ecosystem and dives into who plays mobile games and why. Modern Mobile Consumer builds on that foundation by analyzing how people use their smartphones, as well as their evolving feelings about mobile ads and monetization. It is the eleventh report in the series since its creation in 2017. Leveraging MobileVoice®, ironSources' market research solution, insights were collected from 30,457 consumers through opt-in surveys across thousands of mobile apps within MobileVoice®, as well as 500 additional respondents from a control group used to eliminate bias and confirm accuracy. Here are some of the key findings: Mobile ads drive app discovery. 74% of consumers (averaged across both groups) downloaded apps after viewing mobile ads for them. Gaming maintains its popularity vis-a-vis social media. Among the audience surveyed in apps outside of games, 60% play mobile games, tying with social media for most-used type of apps. Rewarded ads have expanded beyond mobile games. 33% of consumers surveyed in apps outside of games say they pay more attention to ads with in-app rewards. This is only slightly less than the gaming-focused group, indicating that consumers are broadly receptive to the rewarded model. Consumers use a small number of the apps they download. The majority of mobile users have 20 or more apps on their devices, but up to 50% only use 5-10 on a daily basis. That’s why it’s critical for publishers and developers to focus on retention as well as acquisition. Relaxation leads to higher downloads. People are most likely to download new apps while on vacation or in their free time. Entertainment and relaxation are the primary app use cases. 65% of consumers repeatedly use their apps for entertainment and relaxation. Diversified app monetization strategies are essential. While around a third of all surveyed groups said they never pay to download apps, between 28% and 49% occasionally make in-app purchases of a few dollars at a time. Attitudes towards monetization outside of mobile games are changing, with 15% of the non-gaming-app audience reporting that they make more in-app purchases than they did five years ago. “Our latest report reveals what Tapjoy has been saying for years: Mobile ads are key to app discovery, both in and out of mobile games. There’s very little difference between those playing mobile games and those using non-gaming apps as far as app discovery is concerned,” said Jeff Drobick, GM of US Sonic and Tapjoy at ironSource. “Additionally, the data shows that diverse monetization strategies are key to maximizing revenue per user, meaning that in-app ads and in-app purchases can peacefully coexist without cannibalizing revenue. To fully explore each topic, we’re publishing two versions of the Modern Mobile Consumer report: App Discovery for UA marketers and App Monetization for publishers.” “Our latest report reveals what Tapjoy has been saying for years: Mobile ads are key to app discovery, both in and out of mobile games. There’s very little difference between those playing mobile games and those using non-gaming apps as far as app discovery is concerned,” said Jeff Drobick, GM of US Sonic and Tapjoy at ironSource. ironSource’s Modern Mobile Consumer 2022 reports utilized MobileVoice® market research data gathered from a variety of popular apps via the Tapjoy Offerwall. Additional responses were curated by third-party polling service Pollfish to confirm accuracy and eliminate possible bias. All respondents confirmed that they were 18 years or older, and responses were filtered to provide the most accurate data. ironSource’s survey results build on Tapjoy’s profiling of the Modern Mobile Gamer®, answering important questions about consumers’ mobile behavior. To download the full report, visit our website. Readers can download either version of the Modern Mobile Consumer report by selecting their preference in the form. About ironSource ironSource is a leading business platform for the App Economy. App developers use ironSource's platform to turn their apps into successful, scalable businesses, leveraging a comprehensive set of software solutions which help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth. The ironSource platform also empowers telecom operators to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the lifecycle of the device. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource allows customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the App Economy. For more information please visit www.is.com

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