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This month has been a busy time for the online display advertising world with the huge dmexco trade show in Cologne followed by AdTech and two display-focused conferences taking place in London last week.
This post covers some of the main trends and challenges discussed at these events, some of which were outlined in my State of Display presentation at OMMA Display.
While there is much excitement around the growth of real-time bidding, there has also been plenty of realism and candour about the industry's on-going struggle to address the issues which are preventing brand advertisers from investing more of their advertising budgets.
Disruptive technological advancements in display advertising have opened a wealth of options for marketers. They can optimise as never before by running personalized, cost-effective, scalable campaigns, in real time.
In the fast-paced world of online advertising, enhanced targeting can generate real time decision making and thus create performance uplift.
Making sense of this real time revolution is a formidable task. My goal in this series is to help marketers put things in place while offering practical advice. In part one, I discussed real time bidding (RTB).
Now, part two is dedicated to dynamic creative.
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
As internet-connected mobile devices find their way into the hands of more and more consumers, advertisers are increasingly focusing on the mobile channel.
Earlier this year, comScore found that the number of advertisers buying mobile inventory has grown 120% in two years.
Given the rise of mobile, it's no surprise that some are suggesting mobile could quickly become one of the most important channels for advertisers.
For instance, Razorfish's Mobile Practice Lead, Paul Gelb, has predicted that mobile will surpass the $130bn/year television advertising market -- and soon.
Fragmentation of media across all digital disciplines such as display, search, social, mobile and video is changing the way that people view, purchase and manage their media budgets.
This has positive and negative ramifications for buyers, suppliers, agencies and specialists in field. It also sparks an age old specialist v generalist debate on how we select media and technology vendors and utilise human capital within digital organisations.
According to the recent IAB and PwC study, in 2010 display grew by 27% and search by 8%. If you have been following the growth of display and the rise of DSPs (demand-side platforms) you are no doubt aware that growth has been fuelled by RTB (real-time bidding).
Its growth and similarities are closely aligned to ‘traditional’ search bid management techniques. This is great news for the display industry and highlights great opportunities for the search marketer.
However, are search marketers grasping this opportunity, and do marketers and agencies really understand the new display environment?
Digital marketing, communications and advertising isn’t now just restricted to the internet, especially as online channels continue to develop and merge into offline ones.
For example, we’re seeing traditional advertising space, such as television and outdoor display evolving into digitally-driven platforms, like connected TV and electric billboards.
Here are 14 truly great examples of where technology acts as the glue between digital and traditional advertising space...
Econsultancy’s Demand-Side Platforms (DSPs) Buyer’s Guide has been published this week, which contains a detailed analysis of how real-time bidding (RTB) and DSPs are revolutionising the online advertising sector.
The notion that together search and display advertising can be greater than the sum of their parts is nothing new. But when it comes to actually making them greater than the sum of their parts in the real world, large marketers are apparently having some trouble.
That's what Forrester Consulting found in a study that was published yesterday.
With just 10 shopping days left before Christmas, there are millions (if not billions) of display ad impressions waiting to be served to online shoppers. A new report shows retailers behind these campaigns may be losing money because their ads aren’t properly geo-targeted.
Retailers are also more at risk of their ads running against brand-unfriendly content than other market segments in Q4. With performance like this, it’s no wonder the ad trafficking and targeting intermediaries are working together to develop better performance standards.
Here’s a quick quiz. What’s the difference between a demand-side platform (DSP) and a real-time bidding (RTB) platform? Can media buyers get the same results from both? Which is more beneficial for publishers? What about yield optimization vs. data optimization?
Dozens of startups claim to answer those questions, but there’s really no way for publishers or media buyers to differentiate. Some of the most prominent ad bidding, buying and optimization firms have banded together to help clear up some of the confusion.
At a recent roundtable event I attended, a topic that came up briefly was that of the danger of using blind networks to advertise, as this can result in display ads appearing alongside content that can be contradictory - or even damaging - to the brand or product.
Although this wasn’t the topic of the table, which was focused primarily upon the convergence and optimisation of online advertising, it got me thinking about the examples I’ve seen floating around the internet where poor placement has resulted in a cringeworthy visual. (Judging by where the majority of these ads have been seen, advertising on news sites can be a risky business...)
By my own admission, some of the examples I’ve pulled out have been around for a bit, and all are terribly tongue-in-cheek. So consider this a warning: If easily offended, don’t read any further. For those who can appreciate a bit of black humour and can understand the importance of carefully planned and placed media, read on.