Tag Archives: programmatic

Weekly News Roundup

IgnitionOne Redesigns DMS Analytics With Focus On Heat Maps, Speed

IgnitionOne announced an update to the Analytics solution within the Digital Marketing Suite this Thursday. The tool will help marketers improve their workflow and increase reporting speeds. DMS Analytics will add to IgnitionOne’s platform of simplification in the online marketing and advertising industry.

Good Advertising is Good Storytelling

Every successful brand has good storytelling. Where to place the stories is a hard task, in addition to deciding where to spend money. Telling the story on all the platforms they can afford is the ideal situation. “The essence of that story should be a point of difference that is effectively dramatised.” This article notes that it is where (read: digital channels) the stories are told that is critical.

Paid Search Pays Off in a Bigger Way for Online Retailers

Paid search continues to dominate the digital advertising world. The National Retail Federation and Forrester Research Inc. released a report that showed that 76% of e-retailers said the paid search drove up more sales than the year before. 99% of the respondents said that they allocated some of their budget to some sort of PPC advertisements. However, display was also a factor in many companies marketing strategies. 77% of respondents said they spent more on display this year than they did last year. It is exciting to see the growth of digital marketing and how greatly it has changed the marketing world.

Facebook’s Revenue Soars 61% On Mobile Ads

Mobile advertising took off for Facebook, so much that it increased their revenue up 61% since last year. That is $2.91 billion, where active mobile users grew 40%. The mobile industry has continued to make Facebook boom, as it holds the second highest spot after Google in mobile ad earnings. It is evident that Facebook holds itself high on the pedestil for gaining ad performance.

Mobile-Ad Spending Leaps, but Trails User Growth

Mobile ad spend is predicted to gain a much higher outcome and get more money from advertisers than ever before. The article claims that the spending on smartphones and tablets combined will reach 83% and $18 billion in 2014. On the contrast, Newspapers will generate $17 billion, bringing radio at $15.5 billion. industry experts are advocating for marketers to gear their ads towards the mobile world, and focus less on print sources. “As the measurement tools develop, industry experts say marketers will become increasingly comfortable with shifting more money to mobile.”

Mobile Marketing Trends Dominating First Half of 2014

The number of smartphone users is expected to reach 1.75 billion by the end of 2014. There have been some key trends in mobile marketing that came along with this increase of smartphone users. A few key trends have been geo-targeting, the use of micro-content, emails shifting towards mobile first and personalisation of mobile. Sooner, rather than later, mobile will be the number one platform on which companies advertise on.

Most Companies Expect CMO to Lead Digital Transformation

When going through a digital transformaiton, 54% of companies believe it is up to the Cheif Marketing Officer to get the job done efficiently. “The role of marketing is bigger than just awareness and discovery, it’s about the relationship,” said Brian Solis. Companies need to know how to implement their technology in a way that is easy to understand for the marketers.

Mobile Programmatic 101: The Potential (And Challenge) of Mobile

The programmatic ad market is set to grow from $12 million to $32 million in 2017. Adults in the United States are averaging spending two horus and fifty-one minutes each day on their mobile devices. One challenge that mobile poses is the tracking mechanism, seeing as there is no universal cookie that can be used in the mobile environment.

weekly-roundup[1]
Source: Shade of Info

Weekly News Roundup

Adapt or Die: The 4 Trends Shaping the Evolution of Digital  Advertising

With advertising, it is all about survival of the fittest. Advertisers must adapt to digital marketing or they will get left behind. Digital has surpassed T.V. with the amount of time users spend on it per day. Four aspects of digital advertising that advertisers must utilize are IAB Rising Star Ad Units, Native advertising, Big Data, and Programmatic. With the use of digital, companies can now pinpoint the customers they would like to reach out to.

Facebook asks: does this feel like an ad?

Despite advances in targeting, Facebook has been revamping algorithms and working toward weeding out irrelevant advertising on individuals’ NewsFeeds in order to make for a more seamless user experience. First, they will need to revamp their technology, which will allow them to understand which advertisements users actually enjoy seeing. Next, advertisers will have to find a way to make it seem like users are not getting ads only for selling purposes.

The CMO and CIO: a new powerhouse for digital transformation

Users are now more demanding than ever before. They want the information, and they want it as fast as possible. “We’ve found one of the biggest barriers to delivering an integrated digital customer strategy has less to do with the technologies deployed, and more with aligning executives and employees around a single, shared vision.” The article states that the best relationship to have is between the CMO and the CIO, due to the significant amounts of technology marketing is spending in their expenses. In order for marketers to produce the best results for excellence, they need the best possible technology from IT.

Yahoo Earnings: Display Ad Revenues Disappointing, But Mobile And Video Platform Gains Traction

Yahoo! Mobile and video platform took off in ad revenue this quarter, and it only looks like it will get better in the future. “During the quarter, search ad revenues (ex-TAC) grew by 6% year over year to $428 million.” What was disapointing was the display ad revenue, which declined 7% in the past year. Mobile growth is continuing to grow, as the user base will consume much more content across Yahoo’s website. On the video side, the company has intesified its efforts to enter the online video space.

Romania Makes it into European Digital Ad Spend Top Ten

Romania has officially made it on the top ten in European online digital ad spend. The article states, “online advertising grew by 11.9 percent to a market value of EUR 27.3 billion in 2013.” Other top countries were Italy, Russia, Turkey, Slovakia, the UK, Hungary, Austria, Norway, and Serbia. These country’s online advertising grew incredibly in 2013 across all platforms.

Source: Spanish News Today
Source: Spanish News Today

Weekly News Roundup

Here’s What GroupM’s Big Change Means For The Ad Exchange Market

GroupM recently decided to stop buying online ads from open ad exchanges because of lack of transparency and quality of ad inventory. Critics are concerned that GroupM will not follow through with this. Instead of buying through open ad exchanges, GroupM will purchase ads directly from publishers and private exchanges. The article claims that GroupM’s top clients do not spend as much money on these open exchanges anyway, so the pressure on this move will not be too great.

Global Ad Revs Expected To Hit $516B In 2014

Analysts are expecting global advertising to achieve its greatest growth in 2014. The World Cup, Olympics, and the U.S. midterm elections have contributed to this growth. The U.S. alone is contributing 6.0% revenue growth. Television comes in first with the most in percentage gains at 40.2% market share. Programmatic buying, including RTB for display, social and video campaigns, will reach $18.4 billion. Overall, the global ad revenue is anticipated to reach $516 billion this year.

“Moneyball” vs. Creative: Where Data and Marketing Collide

It takes creativity to have successful marketing efforts, but the data behind it must not be left out. An impactful marketing campaign must have the right data mixed with the right creativity. The article states that, “there is no (one) best idea;” opportunities are limitless.

Mobile Marketing Over Email is Becoming Vital

Half of all active users on the web are now opening email on the their mobile phones, increasing the popularity of mobile marketing. Studies show that this percentage will increase in the future. According to the article, the most popular devices that are used during these transactions are Apple’s iPhone and iPad. Mobile advertising is becoming a huge part of the digital advertising industry. If companies do not jump on board, they may get left behind.

Google Study Claims Search Ads Improve Awareness

According to Google, search ads improve brand awareness. Because of this, paid search is becoming even more useful to businesses. In a sample tested to see the effectiveness of paid search, Google secured this claim:

Mondelez, Heineken Take The Programmatic Bull By The Horns

Programmatic buying has become a hit for big named brands. Brands such as Kimberly-Clark, Kellogg’s, American Express, Procter & Gamble, Allstate Insurance, 1-800-Flowers, Unilever, and Mondelez International have emerged on the exchange trading platform. The idea is to now create a more effective model that works for agencies.

Rolled up newspaper on white background
Source: Come And Take It America

IgnitionOne receives DTSG Verification for Online Brand Safety

IgnitionOne has been issued the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles kitemark following verification of its brand safety policies and practices by independent auditor ABC. Continue reading IgnitionOne receives DTSG Verification for Online Brand Safety

Merhaba Istanbul! Meet IgnitionOne’s new Turkish team

Last month, IgnitionOne launched its first Turkish Office in Istanbul. Country Manager, Yusef Akyuz presented IgnitionOne’s Digital Marketing Technology at Webrazzi on 19th March, officially announcing IgnitionOne’s presence to the Turkish market. Continue reading Merhaba Istanbul! Meet IgnitionOne’s new Turkish team

IgnitionOne joins the IAB UK for Digital Britain in Manchester

Yesterday, IgnitionOne joined the IAB UK for their Digital Britain event in Manchester. The event, which took place at the Bridgewater Hall, is the first time the IAB UK has held an event north of the M25.

We had an interactive area where brand and agency advertisers could drop in and meet the IgnitionOne team. We showcased our LiveMarketer technology through giant touch screens. The brand being demonstrated was the IAB UK showing who was on their website in real-time and how engaged they were with the IAB UK on the day that they released their Ad Spend Report 2013.

IAB UK Digital Britain

IAB UK Digital Britain

The IgnitionOne racers from IAB Engage 2013 also made an appearance with Matt Coughlan from The Auto Network taking home an XboxOne for having the fastest time of 2:05:41 around the track during the day.

IAB UK Digital Britain
Racer 1 over

 

 

IAB UK Digital Britain
The racers are off and running

 

IAB UK Digital Britain
The Top 5 Times

 

Nancy Furber from UNICEF UK spoke with IgnitionOne’s business director, Stewart Holt, on the challenges of integrated marketing campaigns. UNICEF UK ran an integrated marketing campaign in the lead up to Christmas 2013 with IgnitionOne running the majority of the digital activity for the campaign. Nancy spoke about what challenges UNICEF UK as a business had with delivering the campaign but also the benefits they’d seen by integrating their digital spend – an ROI of 3.9 over the course of the campaign.

IAB UK Digital Britain
Nancy discusses UNICEF UK’s integrated marketing campaign
IAB UK Digital Britain
Stewart explains IgnitionOne Targeting

All in all, it was a fantastic day and we’re looking forward to being part of the Northern Digital Scene for a while to come.

A copy of our presentation from the day is below but if have any questions don’t hesitate to send us an email at info@ignitionone.com

Mobile is Star this Thanksgiving Day – Smartphone Search Spend Up 1000%

Today we released a mid-quarter report highlighting a strong Thanksgiving weekend for digital marketing. In the report, we discuss how mobile devices represented a growth area for retail marketing, with huge increases in search spending for both smartphones and tablets, the growth of Thanksgiving Day as an important event for online retail marketing, as well as the increasing value of programmatic display advertising.

Key findings in the report include: 

  • Mobile devices drive major growth:  Thanksgiving weekend saw a magnification of the importance of mobile devices with huge increases in US paid search spending, especially for smartphones, which saw a 542% increase year-over-year (YoY) for the full weekend, peaking at over 1000% growth in spend on Thanksgiving Day.
  • Holiday weekend metrics up over last year: US retail advertisers had a busy Thanksgiving weekend, with a 52% YoY increase in spend. Impressions were also up 40% compared to the 2012 shopping weekend.
  • Thanksgiving growing in importance for online retail: Thanksgiving Day, along with Black Friday, saw the biggest increase in US paid search spending among retailers in what was a perfect storm of wide adoption of mobile devices, a shortened holiday shopping season and increased promotion of Thanksgiving as a shopping day.
  • Programmatic Display increases in effectiveness for US retailers: Retailers saw conversions increase 52% on Black Friday and 79% on Cyber Monday YoY as the effectiveness of programmatic display advertising benefited from both technology and marketers becoming more sophisticated.

“Online advertisers are shifting tactics to meet consumer demand – resulting in increased messaging across mobile devices and adding Thanksgiving Day as a major shopping day,” said Roger Barnette, President of IgnitionOne. “With a shortened holiday shopping season in 2013, this past weekend resulted in impressive growth for digital marketing that will help push through to a strong overall Q4.”

To download the report, click here.

Programmatic Marketing in the Country of the Future

By Edmardo Galli, Managing Director, IgnitionOne LatAm

Brazil has always been promising. As a kid, I repeatedly heard the expression – “Brazil is the country of the future.”

So when I started working in digital marketing close to 20 years ago (how time flies!), the expectation was that the Internet would finally push Brazil into the future.

Well, it took a long time – longer than I expected, for sure – but the digital space has lived up to its promises. Aside from all of the chronic structural problems of this country (don’t even get me started), we actually have been able to make a profound shift. And it’s only the beginning.

Brazil has officially entered into the programmatic era – artificial intelligence and big data are transforming everything, from how we think and do business, to the way we interact with each other.

Marketing is undergoing an incredible change itself. Through real-time systems and algorithms automating the delivery of targeted and relevant experiences to consumers, our marketing efforts are becoming even more efficient.

A Brave New Brazil

Brazil signed on to the digital world and a second wave of tech companies disembarked into the Land of Samba. You could almost compare it to the dot-com boom back in 2000 (if it wasn’t for the fact that we actually had business going on this time – you know, cash changing hands, trade of goods and services, blessed commerce, etc.).

We currently have a gold rush in Brazil, and one of the most enticing fields is programmatic media buying. The promise of yearly double-digit growth rates has led many Demand Side Platforms (DSPs) to open their operations in Brazil, and we have experienced a rapid influx of tech vendors since then.

What’s Next?

One doesn’t need to be a genius to predict what’s next in this industry within Brazil: a big consolidation wave.

as in the US, we will soon see several digital companies merging or being acquired (and some just disappearing altogether). And what is going to lead this consolidation wave – besides the gain of market share and competitiveness – is the dire need for integration within the digital market. There are too many companies that are siloed in their own vertical, creating a highly fragmented landscape.

It’s inevitable that agencies and tech companies will work together. Agencies have always dominated media buying in Brazil and created a vicious pricing structure, where a huge part of their revenue is paid by the big vehicles, in the form of rebates, bonus on volume, etc. In times of algorithms making the buying decisions (in substitution of the old manual media plan), agencies are seeing programmatic as a threat to their wallets. Agencies will need to take advantage of programmatic to continue dominating and ad tech companies won’t survive without partnering with agencies.

Therefore, both parties must partner to create a new pricing structure for media buying. This is an important step for us to see programmatic really flourish in Brazil.

Et voilà: Programmatic Brazil…

Yes, we seem to be getting to our dreamed future, and ad tech is leading the way, slowly changing the archaic digital structures. However, we still need to fix a few things for our plan to work. Brazil is indeed a very singular market – think of a mix of digital, samba, cachaça and the best soccer in the world.

Viva the Programmatic Brazil!

IgnitionOne Releases Q3 Digital Marketing Trends Report

Today, IgnitionOne released its third quarter report, covering trends across digital marketing. The report reveals that US paid search spend up 13%, continuing an upswing from the second quarter. In addition, mobile search spend in the US continued to grow at an impressive rate.

Other key findings include:

  • US search spend grows Year over Year (YoY) – Search spend in Q3 was up 13% when compared to Q3 2012. This is a continued acceleration over the YoY growth rate of last quarter. Total search spend decreased quarter-over-quarter (QoQ), which is expected due to seasonality.
  • Increases in mobile advertising continue – US Mobile devices increased at a rate that drove the overall growth of search, but for the first time in 2013 the YoY percentage growth increase dipped just below triple-digits with smartphones and tablets increasing 99.7% and 97.2%, respectively.
  • Google Enhanced Campaigns – Google Enhanced Campaigns had a noticeable effect on cost-per-click (CPC) for search advertising on tablets which were up 32% — more than double the increase for PCs. Enhanced Campaigns also are suspected to be responsible for the drop in click-through rates (CTR) for tablets compared to last year at this time, which were down 20%. This is due to desktop campaigns running on tablets, resulting in less targeted advertising.
  • Travel Invests in Programmatic Display – US programmatic display for the Travel vertical had strong increases in Q3 across metrics and out-performed Retail. Travel increased YoY spend by 90% with impressions and clicks up 79% and 105%, respectively.
To read the report in full, click here.