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At Econsultancy's recent Creative Programmatic conference, I was struck by a healthy scepticism towards some areas of personalization.
Then this morning I read a beautifully concise post from the Ad Contrarian.
I'll quote from both the conference and the blog post and you can make up you're own mind as to the dangers posed by personalization to the art of advertising.
Digital advertising is big business. It is widely estimated that in 2016 digital ad revenue will top $150bn.
And though it's hard to find figures for what percentage is display globally, in the US around 50% of what is spent on digital advertising is spent on display ads.
Econsultancy and Marketing Week have launched a conference all about programmatic advertising.
NB: The next installment of ‘Get with the programmatic’ will take place on 29 September in London.
Let’s set the tone by discussing why brands must understand this technology (obvious spoiler alert: to be successful when purchasing ad inventory).
But let’s also have a look at some of the terminology and the dynamics between publishers, advertisers, ad networks, tech platforms and agencies.
Econsultancy has published a new report aimed at providing insight into the relatively new world of mobile advertising.
In this context, it seems appropriate to ask more generally, "what is the state of mobile today?"
So, for this post I've gleaned Chris O'Hara's views (the report author) on the state of mobile and why the time is so ripe for an explosion in mobile advertising (which over the past four years has seen an annual growth rate of 123%).
From omnichannel realities to the difficulty in audience tracking, here is the state of mobile today...
The report, The New Mobile Display Ecosystem, is available now.
The World Cup in Brazil has created an online buzz;. Swathes of content have outpoured online and social media activity has been off the scale.
While England, Spain and Italy will be licking their wounds and flying home in disappointment, we take a look at what comparisons can be drawn between native advertising and the sporting event of the year.
The retargeting industry has seen a boom in recent years as consumers become increasingly immune to generic display campaigns, creating a need for highly targeted and personalised campaigns aimed at the individual rather than the masses.
For advertisers, site retargeting has become standard practice, and they are looking at new and innovative ways to retarget their customers.
Retargeting has earned itself a bad reputation as most people only associate it with those annoying display ads that follow you around the internet for days after you visited a website.
But in spite of its bad public image retargeting can be a very effective tool for marketers, particularly when you consider the propensity for internet users to shop around before making a purchase. In this instance it’s important for brands to stay top of mind and try to entice people back to their ecommerce store.
So to find out more about retargeting and how marketers can avoid making common mistakes, I spoke to Rakuten Marketing’s newly-appointed director of display Rakhee Jogia.
Almost two-thirds of businesses (64%) increased their spending on online display advertising this year, while just 14% decreased their level of investment in this channel.
This marks a trend of increasing spend as the proportion of advertisers having increased their budgets for display advertising has gone up from 57% to 64% since 2009.
While this trend reflects the stabilised economy in 2013 compared to 2009, it also highlights increased confidence among advertisers and agencies that online display advertising is delivering value, largely driven by more efficient technology and better understanding of the channel’s performance resulting from improved attribution.
The findings come from the new Econsultancy Online Advertisers Survey Report, published in association with Rubicon Project.
Only a third of businesses (32%) manage their display advertising exclusively in-house, compared to 44% for paid search and 52% for social.
The data comes from a new Econsultancy and Adobe report that focuses on the use of paid-for digital channels, namely paid search, display advertising and social.
For many companies, the buying of these media is been owned and managed by different parts of the business with responsibility for different channels also split across in-house and agency teams.
The report found that display is the most likely to be managed exclusively by an agency with social the least likely to be outsourced.
The display space has been the subject of numerous exciting innovations over the course of 2012, resulting in some fantastic growth in the industry.
Europe’s online display ad spend for 2012 will reach £3.8bn, and grow at a rate of 13% to be £6.2bn by 2016 – all extremely healthy signs that the sector is on the up.
At the end of every year, executives and pundits put pen to paper (or fingers to keyboard) to project how their industry will change in the months ahead.
Some years that change is downright incremental. In others, there’s a significant shift in how people do business, reach their customers, and make money.
2013 is one of those years.
David Sasson is COO of content discovery solution Outbrain, the sponsor of the Content Marketing Survey Report being published by Econsultancy next week.
David, who will be on the panel for the research launch event in London next Wednesday, spoke to us about the growth of content marketing and what the company's platform can offer for publishers, advertisers and consumers.