Posts tagged with Programmatic


Advertisers spending more on online video despite viewability concerns

Spending on digital video in Europe has increased by 42% over the past year, with agencies shifting budget from other digital channels to support their video activity.

The survey, conducted by among 175 ad buyers and publishers, found that 48% of agencies have shifted adspend from display, 33% from print, and 10% from search.

However there were still concerns around the ability to properly measure how many people are exposed to video ads online.

Ad viewability emerged as the top concern for more than two-thirds (67%) of European agencies, while ad verification and ad fraud were cited by 57%.

These concerns are fuelled by the fact that the industry is still struggling to come up with an accepted standard for video viewability measurement.

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get with programmatic

Get with the programmatic: why brands need to understand the new advertising landscape

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.

tv and twitter viewing

Eight internet marketing statistics we've seen this week

This week the stats roundup offers you programmatic trading, international ecommerce, phablet shipments and the ever popular Twitter and TV.

Don't forget to check out the Internet Statistics Compendium for more internet marketing data and charts.

mobile devices

What is the state of mobile advertising today?

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 new mobile display ecosystem: What does the future hold?

The New Mobile Display Ecosystem report, published by Econsultancy in association with OpenX, includes insights from more than 20 leaders in mobile marketing, publishing and technology.

It explores the latest trends in mobile advertising and looks at what the future might hold.

I spoke to the author, Chris O'Hara, to get an insight into the main topics and trends discussed in the report.

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The beginner's glossary of programmatic advertising

Programmatic advertising is complicated. There's no doubt about that.

This complexity explains why there is quite a lot of terminology involved, but it can seem quite opaque to the newbie.

Luckily, Econsultancy has a wonderful and thorough discussion and explanation of programmatic - Programmatic Marketing: Beyond RTB.

As a taster, I thought I'd throw some important terms into a glossary. It's just the basics, but I hope it helps.

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Is it time for ‘marketing-as-a-service’ (MaaS)?

Snow Fall is a beautiful, interactive and immersive multimedia experience about the avalanche at Tunnel Creek in the US.

It was lovingly crafted by The New York Times in 2012 and was heralded as setting new standards in digital storytelling.

Seventeen months later, the publication’s internal innovation report was leaked. It points out that while projects such as Snow Fall are extremely popular, with more than 21m page views, they are not easily replicable.


10 interesting internet marketing statistics we've seen this week

It's that time again when we round up a bunch of the most interesting digital marketing statistics we've seen in the past week.

This week it includes Google authorship, data fragmentation, World Cup sponsors, PPC, tablet ownership, programmatic buying and Luis Suarez.

For more of the same, download Econsultancy's Internet Statistics Compendium...

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Programmatic mobile: what trends does it reveal?

Programmatic advertising has been around since 2009. On mobile though, it's only recently started to take off

Penetration and performance of the smartphone has increased and programmatic buying companies have seen the opportunity. Whilst Facebook and Google are taking most of the mobile advertising dollar, programmatic is certainly on the rise as it seeks to deliver quality and quantity.

Talking with's Mike Miller, it struck me that the factors making for the success of programmatic mobile are those we see as trends across marketing. So what are these trends?

unilever logo

Advertising trends: Unilever is out in front

Ashley Friedlein, Econsultancy CEO, kicked off 2014 by pointing to six trends of note in advertising.

These were real-time bidding, native advertising, video advertising, targeting, localised and geo-targeting, and mobile advertising.

Unilever is a company that continues to innovate in advertising. Let’s look at how.


Nine interesting US digital marketing stats we saw this week

It's time again for our weekly roundup of interesting US stats we've seen from the world of digital marketing and ecommerce.

This time it includes a whole load on mobile marketing and commerce, programmatic buying, digital music sales and how marketers understand ROI.

And for more of the same, download Econsultancy's Internet Statistics Compendium.

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Programmatic advertising: what is it and what are the trends in the market?

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.