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
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.
Though the device has only recently released for a few months, the iPad can offer several new marketing opportunities for brands. Few would bet against Apple repeating the success of the iPod and iPhone, and selling the iPad in massive numbers.
With this in mind, brands need to consider how they will appeal to iPad users through their marketing strategies.
Here are a few ways marketers can make the most of the iPad…
Search Ignite and Golley Slater have today released a case study to show how they have used click attribution to increase online bookings for Center Parcs.
Center Parcs has previously used the last click attribution model, but has been using cross-channel measurement and attribution in its digital campaigns for the last six months.
I've been speaking to Mark Fagan, Digital Media Director at Golley Slater, as well as Search Ignite's MD James Yancey and Managing Consultant Andy Betts about the case study...