Tag Archives: RTB

Weekly News Roundup

Spending on digital entertainment tipped to hit $40b by 2018

The entertainment and media industry in Australia is expecting a growth of $40 billion by 2018. This includes consumer and educational books, consumer magazines, filmed entertainment, free-to-air television, interactive games, the internet, music, newspapers, out-of-home advertising, radio and subscription television. “Australia has the world’s highest rate of mobile broadband subscriptions per head.” Amongst this, the article reports that streaming online is at a height.

Will Brand Dollars Ever Come to App-Install Ads?

Moving to mobile is the new trend that Facebook and Twitter have noticed growing. Brands are also taking notice to this and working their way to target consumers in a new way. The article states that consumers are most likely to be on their mobile devices. “Do Facebook and Twitter need brand dollars to shift to app-install ads, or can they keep riding the Candy Crushes of the world to fuel their growth?” Facebook and Twitter are nervous about how things are unfolding due to the demand in ap-install ads driving high revenue.

Americans Spend More Time Than Ever on Mobile Apps

More than ever before, individuals are using mobile. According to the article, users are spending 65% more time on mobile devices. The article also shows graph charts displaying how much mobile apps are used per month and the time per month they are used. An interesting fact about this is that the age that spends the most time per month on mobile apps are from 18 to 24-year-olds (approximately 37 hours per person). However those between the ages of 25 and 44 years old are accessing the greatest number of apps (29.5).

Global Ad Growth Poised To Double, Digital’s Expansion Begins To Ebb

According to the article, the rate of global advertising growth will more than double this year. The two obvious factors that will increase the global advertising spend are the world cup and winter olympics. However, the increase in digital and mobile advertising also has a big impact. eMarketer forecasts the global advertising spend will reach $545.4 billion this year. Digital ad spending is projected to go up 16.7% as well.

Mobile, Video, And Real-Time Bidding Are Driving A Boom In Digital Advertising

The digital advertising market is evolving at an exponential rate. The three areas that have experienced significant growth are mobile, video, and programmatic. According to the article, “Mobile is the fastest-growing ad medium, and will see 43% annual growth between 2013 and 2018.” Companies that have invested in programmatic ad buying technology have also shown great success. It is without a doubt that these three types of digital advertising will be the future of online marketing.

Globe and Mail
Source: Globe and Mail

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

So Many Acronyms, Such Little Time!

 

It doesn’t take long in any industry to pick up on the jargon and technical terms that make that particular field different. In the advertising industry, however, it seems we have more of them than every other industry put together! I have been working in digital marketing for almost a year now and my head is full of them. You have UI’s, IO’s, CTR’s, CPM’s, ROI’s, SEO and PPC…how do you even begin to understand a day-to-day conversation when everything is shortened into this new digital language!?

Now if you were expecting me to explain all of these, sorry to disappoint but that would be a very long and boring blog. What I will do is pick out some of the ones that have influenced me and have been the most fun to learn about.

RTB – (for those not in the industry) stands for real time bidding. This has undoubtedly changed the world of online advertising since its conception a few years ago. It has also opened my eyes to the idea of automated bid discrimination (FYI – paying more money for some users than others because of their browsing habits and behaviour). This really makes you wonder how valuable you are as a consumer to brands.

HTML & XML – code in short. HTML is what many web pages are written in and there’s lots of talk about coding being taught in more schools. The Observer wrote a good piece about it here and there’s also been a great promo video made by Bill Gates, Will.i.am and Mark Zuckerberg about why code is so important.

RFM – This stands for Recency, Frequency and Monetisation. This is the basis of many tools that work out online customer value. By looking at the recency of visits, regularity of these visits and how much is spent per visit we can work out how likely someone is to purchase one of your products and how important they are to engage with.

PPC & SEO – the two key things to worry about when ‘talking search’. You have Pay Per Click, which is when (as an advertiser) you pay a bid price for key words so that your website ad shows up (in yellow) to a user on a search engine results page.

Then you have Search Engine Optimisation, which is all about making your website as relevant as possible in terms of content, so that it shows up naturally (in white) to a user when they search for things. These are important because they fundamentally change how you perceive search advertising.

So, do these acronyms actually help us?

In my opinion, once you have a grasp of what they all mean, yes it makes things quicker when talking and writing emails. However, I think the main thing to take away from this is that all these acronyms are moving technology forward. It’s a task to constantly play catch up, but we need that challenge, it keeps us on our toes. As technology evolves, so does our language and I’m sure Darwin wouldn’t mind a few acronyms for the sake of evolution.

If there are any terms I missed that you think should have been on my list, please feel free to comment below. Tnx.

Image from: http://teesinapod.blogspot.com/

Myths of RTB/Programmatic: Episode 1.3 of Digital Marketing Speaks

Episode 1.3 of Digital Marketing Speaks – IgnitionOne’s video series where our outspoken CEO meets with equally outspoken industry luminaries to delve into the latest trend and issues.

IgnitionOne CEO, Will Margiloff, continues his conversation with Rob Norman, Chief Digital Officer at GroupM. In this latest episode Will and Rob discuss the myths of RTB and Programmatic Buying

How do agencies view RTB/Programmatic? Are we heading to 50% total spend on programmatic? How different is this from historic audience bying?

Watch the video and learn more.

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, RTB and AdX: a Global Case Study

Today, Google released a case study that features how IgnitionOne expanded its global presence working with DoubleClick’s Ad Exchange (AdX).
We have seen incredible growth in new and emerging marketplaces over the past couple of years. By providing our global team of 13 offices with immediate access to high-quality local inventory for our clients, we were able to grow our spend 544% from 2011 to 2012.

As RTB momentum has surged and unlocked new opportunities in emerging markets, IgnitionOne has worked closely with AdX to assist marketers in integrating and optimizing their efforts. RTB quickly has become the primary means for advertisers to reach users on all consumer devices, and not just for browser-based display.

Read the case study here.

IgnitionOne Adds Facebook Exchange to Digital Marketing Suite

IgnitionOne announced the addition of Facebook Exchange within its Digital Marketing Suite (DMS). This new functionality expands the integrated cross-channel capabilities of the DMS, the industry-leading digital marketing solution that centralizes marketing efforts into a single platform.

Including Facebook Exchange in a marketing strategy is ideal for marketers looking to expand the reach of their remarketing and audience targeted advertising to Facebook’s huge user base. Access to real-time bidding through the Facebook Exchange enhances marketers’ ability to present relevant Facebook ads based on first-party intent data.

Key Features:

  • Real Time Bidding allows marketers to bid only on impressions that meet key campaign criteria
  • Smart bidding logic to adjust bids based on various inputs including IgnitionOne’s proprietary Engagement Score
  • Target users based on custom interest segments generated during a users visit to a marketer’s site
  • Additional capabilities, including: frequency caps, geo targeting, user recency targeting, day-part and day of week targeting

“Adding access to the Facebook Exchange into the Digital Marketing Suite, enhances our clients ability to leverage a wealth of intent data across a new inventory source ,” said Will Margiloff, CEO of IgnitionOne. “The corresponding result is an exceedingly efficient way for advertisers to expand their direct-response campaigns in conjunction with their existing Facebook advertising strategies.”

Facebook Exchange support is backed by IgnitionOne’s powerful best-in-class DSP capabilities, one aspect of the IgnitionOne’s integrated Digital Marketing Suite that helps marketers spend smarter, work easier and improve performance. These solutions help marketers manage and optimize paid and natural search, display and Facebook advertising, supported by cross-channel attribution alongside site optimization capabilities that present the right message at the right time to website visitors. IgnitionOne is part of Facebook’s Preferred Marketing Developer (PMD) program for Ads.

Complimenting this announcement, IgnitionOne will also be offering a free webinar on November 28th at 2pm. Chris Knoch, VP Strategic Solutions and Benny Pang, Associate Director, Product, will discuss the opportunities that the Facebook Exchange offers marketers and how they can gain efficiencies by aligning with their existing buying methods. Attendees will learn how Facebook Exchange can best be used in conjunction with existing Facebook advertising strategy to achieve objectives from awareness to conversion. Click here to register now.