Martin Stockfleth Larsen
In a world where retargeting with dynamic ads seems like the only option to improve creative through data, marketers are beginning to look at what other options exist, for both brand and performance advertisers to run better campaigns.
Over time, advertising spend has held a close correlation with consumer behaviour. A trend that has been consistent across print, TV, the web and now even Facebook.
However, one channel has proved incongruous with the rest: mobile. Report after report points to consumers worldwide spending more time on their mobile devices.
In Europe, the mobile revolution is well under way, with premium publishers typically generating 50% of their traffic through their mobile sites.
Despite this, mobile display only accounts for 6% of the display advertising spend in UK and lower in the rest of Europe.
As consumers spend more time on their mobile devices, it makes sense that brand marketers look for effective ways to capitalise on the high level of consumer engagement with the channel. But as we continue to wait for mobile display advertising spend to increase we all begin to wonder: will marketers ever be able to monetize mobile display effectively?
Can the publisher compete with the usual suspects like Google, Facebook and Twiter? Will rich media be the knight in shining armour that can save mobile?
An age-old debate in marketing that has begun to rear its head once more: are effective marketing and adverting campaigns born out of art or science?
Creativity lies at the very heart of bringing a campaign to life, but in an era where marketing budgets are under the watchful eye of the board performance has to be measured to demonstrate an impact on business goals.
Recent research brought this to my attention, which found 80% of CEOs believe marketers are “too disconnected” from the financial realities of companies.
The hot potato in display advertising right now is definitely real-time bidding, something that goes for both the supply side and the demand side of the now famous display eco landscape originally created by LumaPartners.
But to the wider digital marketer, the term “real time bidding” can perhaps be somewhat misconstrued.
Digital media doesn’t need to be traded based on a auction and for this reason, the term 'automated trading' is becoming increasingly popular instead and something we are beginning to use more readily when communicating the benefits to agencies, advertisers and publishers.
So, display advertising. It’s a channel that many people deemed to be dead some years ago due to huge declines in CTR and conversion rates, but today online display advertising is hotter than ever.
The changing technology landscape has completely re-energised the whole display advertising space.
Not only are display-ad revenues growing faster than ever before, but how we use this channel in the overall marketing mix is being redefined, thanks to a lot of brave venture firms and Google.