70% of display advertising is still bought in the old fashioned manner. Yep, that’s right, faxing order forms, negotiating prices etc.
But the advertising market is changing with programmatic advertising on the rise, whether it’s real time bidding (RTB) or programmatic direct.
There are new companies springing up all over the place providing technology platforms for buying real-time targeted advertising (so called ‘demand side platforms’) or technology to help publishers automate and optimise the selling of impressions.
New research from Turn, a digital advertising platform, shows the programmatic market is getting more competitive in some sectors, with CPMs increasing across channels, apart from mobile (where supply is quickly increasing).
What are the opportunities for marketers in different sectors when using RTB platforms?
In this post I’ll quickly explain a bit about programmatic advertising, as it can be a bit of a mind-bender for those on the outside, and I’ll take a little look at Turn’s latest research into trends.
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.
The benefits of RTB (real-time bidding) are something that’s often debated in marketing circles, as though it has obvious advantages in allowing advertisers to name their price for specific users RTB is criticised for relying on poor ad inventory and resulting in inflated prices.
But regardless of where you stand on the relative pros and cons of RTB, it’s fair to say that the technology has fundamentally altered the way that online advertising is bought and sold.
Our new Online Advertisers Survey Report asked 650 advertisers and agencies about the benefits of real-time bidding and found that more than half of advertisers see improved performance (62%) as the main advantage.
This was followed by reduced wastage (54%), lower cost per acquisition (53%) and better targeting capabilities (46%).
Here are some of the most interesting digital marketing statistics we've seen this week.
Stats include display advertising, content marketing, Facebook ads, omnichannel retailing and the continued growth of ecommerce sales.
For more digital marketing stats, check out our Internet Statistics Compendium.
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.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.
Late last year, the Media Rating Council (MRC) said it would be premature for online advertising to transact on 'viewable impressions'.
The findings of our own research show why we couldn't agree more.
'Viewability' was a hot topic in online display in 2012 and that looks set to continue this year. Ad Age put out an article a couple of weeks ago about viewability with the subtitle “lots of debate, little action”.
But, while viewable impressions as a measurement metric make sense in theory, the practical application is complicated and potentially dangerous to the short-term health of the industry for both sellers and buyers.
Online advertising continues to grow by leaps and bounds, but that doesn't mean that life is easy for players in the digital ad ecosystem. In fact, the thriving online ad economy is increasingly complicated.
Unfortunately, things are only going to get more complicated. Need evidence? Look no further than last week's announcement that one of the most popular browser makers, Mozilla, will begin blocking cookies from third-party ad networks by default in Firefox 22.
Real-time bidding (RTB) is a small, but rapidly growing part of the overall display advertising market, which is billed as a way of giving agencies and advertisers better control of their ad buys and costs.
Last year eMarketer predicted that RTB spend in the US will reach $7.1bn by 2016 - nearly a third of the display ad market - up from $1.9bn in 2012.
However RTB also receives criticism for being too complicated, overly expensive and offering poor quality inventory.
With this in mind, AdMonsters and PubMatic have published a new report that examines publisher attitudes towards RTB.
AdMonsters distributed an online survey to its European publisher contacts and carried out several in-depth interviews with experienced RTB users in both the US and Europe.
Like it or not, social networks are now a vital part of our lives, and whether we're keeping in touch or consuming news or trends, most people wear a number of caps when socially not-working.
So how do we feel about the idea of Big Brother 'helping' with these daily routines?