tag:econsultancy.com,2008:/topics/ad-networks Latest Ad networks content from Econsultancy 2016-12-05T08:14:53+00:00 tag:econsultancy.com,2008:TrainingDate/3123 2016-12-05T08:14:53+00:00 2016-12-05T08:14:53+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:econsultancy.com,2008:BlogPost/68547 2016-11-21T15:30:00+00:00 2016-11-21T15:30:00+00:00 How advertisers are being exploited by fake news sites Patricio Robles <p>In many cases, these fake news sites were not intended to sway public opinion but instead to generate ad revenue for their creators.</p> <p><a href="https://www.buzzfeed.com/craigsilverman/how-macedonia-became-a-global-hub-for-pro-trump-misinfo">According to</a> BuzzFeed News, teens in a small town in Macedonia were behind more than 100 pro-Trump sites that were set up to capitalize on interest in Trump to, in some cases, generate thousands of dollars a month in revenue from advertising.</p> <p>And <a href="https://www.washingtonpost.com/news/the-intersect/wp/2016/11/17/facebook-fake-news-writer-i-think-donald-trump-is-in-the-white-house-because-of-me/">according to</a> a Washington Post report, one fake news site owner, Paul Horner, makes $10,000 per month from AdSense. One of Horner's sites, abcnews.com.co, features articles with the following headlines:</p> <ul> <li>Obama Signs Executive Order Declaring Investigation Into Election Results; Revote Planned For Dec. 19th</li> <li>Fireman Suspended &amp; Jailed By Atheist Mayor For Praying At Scene Of Fire</li> <li>Drug Kingpin Joaquin ‘El Chapo’ Guzman Escapes Mexican Prison For The Third Time</li> <li>Obama Signs Executive Order Banning The National Anthem At All Sporting Events</li> <li>World’s Biggest Starbucks Opening In Phoenix AZ: Roller Coaster, Underground Water Slide &amp; Robot Baristas</li> </ul> <p>While Horner says that he "like[s] getting lumped in with the Onion" and that there is "purpose and meaning behind" what he does, unlike the Onion, abcnews.com.co is arguably not a parody site.</p> <p>The domain and logo are clearly intended to play off of the brand of the real ABC News, and articles begin with AP, an obvious false reference to the Associated Press, which of course has nothing to do with the content on Horner's site. </p> <p>Despite the fact that Horner's site violates AdSense's <a href="https://support.google.com/adsense/answer/1348688">policies</a> against misrepresentative content, which cover "deceptively presenting fake news articles as real" as well as "falsely implying having an affiliation with, or endorsement by, another individual, organization, product, or service," Horner's site includes advertising from Google AdSense.</p> <p>On an article entitled <em>Donald Trump Tweets Image Of His Penis – WARNING: Graphic Content </em>that includes a fake photo of the president elect with the real ABC News logo, this author was served ads from brands like AT&amp;T, The Wall Street Journal and Panera Bread.</p> <p>Needless to say, none of these brands likely intended for their ads to show up on abcnews.com.co or this fake article.</p> <p><img src="https://assets.econsultancy.com/images/0008/1661/fakeabcnews.png" alt="" width="794" height="475"></p> <h2>Asleep at the wheel</h2> <p>That reputatable and supposedly well-policed ad networks are being used to serve ads to such low-quality sites, to the detriment of their advertiser clients, <a href="https://econsultancy.com/blog/68259-are-online-advertisers-wising-up-about-content-quality/">is not news</a>.</p> <p>But with big companies like Google and Facebook facing higher levels of scrutiny following the 2016 election, it's possible that the lackadaisical enforcement of their policies could start to become more problematic.</p> <p>While <a href="https://econsultancy.com/training/courses/programmatic/">programmatic</a> has increased advertiser focus on the concept of <a href="https://econsultancy.com/blog/68198-how-people-based-marketing-is-redefining-effectiveness-in-programmatic-ad-buying/">buying audiences</a>, and many brands have come to prioritize reach, there is growing evidence that content quality has a significant effect on campaign efficacy.</p> <p>For example, a comScore study earlier this year found that <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">ads on premium sites drive 67% greater brand lift</a>.</p> <p>Another recent study found that ads following political ads <a href="http://www.mediapost.com/publications/article/287639/political-ads-found-to-suppress-effectiveness-of-b.html">had a negative impact on brand perception</a>, again demonstrating that content and context can be just important as who ads are shown to.</p> <p>Obviously, networks like AdSense, despite their increasingly obvious shortcomings, aren't going away any time soon, but the spotlight on fake news should serve as a wake-up call to the industry that there is a lot of unnecessary waste that needs to be dealt with for the long-term health of digital advertising.</p> <p>Both Facebook and Google have <a href="https://www.theguardian.com/technology/2016/nov/15/facebook-google-fake-news-sites-ad-networks">updated their ad network policies</a> to reaffirm that they'll be going after fake news sites, but how easy that will be achieved remains to be seen.</p> tag:econsultancy.com,2008:BlogPost/68450 2016-11-11T10:21:47+00:00 2016-11-11T10:21:47+00:00 Six things to know about addressable TV advertising Ben Davis <p>Quite how advertisers will take full advantage of the addressable ad opportunity is still up for debate - creative execution of addressable media has arguably been lacking across the advertising industry and is one of the main challenges for advertising as a whole right now.</p> <p>In this post, I thought I would give a short introduction to addressable TV. How does it work? Who is doing it? What do brands need to know?</p> <h3>1. Advertisers pay for audiences not content</h3> <p>The advertiser defines the audience it wants to target and pays for impressions regardless of what content that audience is watching at the time.</p> <p>Addressable TV chiefly refers to ads targeted at specific household audiences watching linear television. Currently, the number of addressable households stands at around 50m in the US (essentially those that have a set-top box and for whom census-level data is available).</p> <p><img src="https://assets.econsultancy.com/images/0008/1407/tv.jpg" alt="" width="788" height="608"></p> <p>Census data allows for targeting based on income, ethnicity, children and even car leases.</p> <p>Of course, there is are addressable media available in TV and video. Video-on-demand (VoD), smart TVs and over-the-top (OTT) services allowing for programmatic ad buying and can offer more specific targeting (particularly on personal devices).</p> <h3>2. Addressable ads make TV accessible for more niche advertisers</h3> <p>Being able to buy fewer but much more targeted impressions helps more niche advertisers.</p> <p>Though addressable TV is more expensive per 'impression', there is inherently less wastage.</p> <p>A common example cited is the example of an advertiser targeting home renters - something that would be too wasteful if done with traditional broadcast advertising.</p> <h3>3. Uptake is pretty modest</h3> <p>According to eMarketer, addressable TV spend in 2015 was $400m in the US. In 2016 that will reach $890m, topping $2bn by the end of 2018.</p> <p>Sounds healthy enough, but for 2016 that's only 1.3% of total TV ad spend in the US.</p> <p>Some of the main providers offering addressable TV ads include Cablevision, Comcast, DirecTV and Dish.</p> <h3>4. Creative versioning has not yet taken off</h3> <p>Though providers such as Cablevision do offer the technology, advertisers are not yet versioning creative for addressable TV like they do with <a href="https://econsultancy.com/training/courses/programmatic/">programmatic</a> display ads.</p> <p>This isn't entirely suprising, given the nascency of the technology but it will prove an interesting talking point in the next few years.</p> <p>Will TV ads benefit from one-to-one dynamic content? Can retargeting (of a sort) be done creatively on the family set?</p> <p>One might suggest such impressive but rather functional targeting has been partly responsible for a malaise in online advertising.</p> <h3>5. Lack of standardisation makes for more work</h3> <p>Different operators use different technologies and so it can be time consuming to run and report on ads across a number of them.</p> <h3>6. Controlling ad frequency becomes possible</h3> <p>Addressable TV means that advertisers can measure and optimise the number of impressions a given person or household is exposed to.</p> <p>In theory this will allow advertisers to experiment and better understand optimum exposure. Ads can be changed or stopped when the audience hits a particular threshold.</p> <p>Of course, as online advertising shows, this isn't always the case in practice. TVs are rarely personal devices and we all make a cup of tea now and again.</p> <p>However, what's clear is that where some are advertisers are still concerned about <a href="https://econsultancy.com/blog/67659-three-things-that-show-the-scale-of-the-ad-fraud-challenge/">ad fraud</a> and viewability online, TV (both linear and on-demand) maintains a reputation for quality and transparency that advertisers love.</p> <p>The question is one of scaling addressable TV and making it work for all.</p> tag:econsultancy.com,2008:BlogPost/68463 2016-10-31T11:09:00+00:00 2016-10-31T11:09:00+00:00 Facebook: A handy roundup of its latest developments and commercial opportunities Nick Hammond <p>In the 2016 Interbrand ranking of world's most valuable brands, Facebook climbed eight places up the list to 15th, and is the fastest grower, with its brand value up almost half (48%) to $32.6bn. </p> <p>On a daily basis, developments at Facebook take up a large amount of digital news column inches; but what do all the recent changes mean for marketers?</p> <p>How can you best take advantage of the ever-changing opportunities on Facebook’s many channels?  </p> <p>Here then, are some highlights of the latest commercial opportunities with Facebook.</p> <h3><strong>Facebook Workplace</strong></h3> <p>Facebook’s first enterprise offering has hit the ground running, claiming 1,000 global organisations and 100,000 groups, many of which had been using the previous service, Facebook at Work. </p> <p>Here are some of the <strong>pros of the new service:</strong></p> <p><strong>1.</strong> It could be a platform to tap into a new generation of workers.</p> <p>Workplace gives millennials a platform they are already comfortable with, and one which could more easily create new relationships in the workplace.</p> <p><strong>2.</strong> Workplace offers ease of communication, connectivity between members and the potential to help individuals understand more about their work environment and network, by assessing large amounts of personal data.</p> <p>But here are <strong>some of the cons:</strong></p> <p><strong>1.</strong> Facebook is late on the scene, with services like Slack already well established.</p> <p><strong>2.</strong> Workplace is not connected to the systems people are already using.</p> <p>Employees, will still have to go to Salesforce, SAP or Oracle to view their records.</p> <p><strong>3.</strong> Workplace’s big claim is that it will eliminate email. This is a promise made before and always without success.</p> <p>Email is the place people spend their work time; it’s the place they go to receive and share information with colleagues and customers.</p> <p>It will be hard, even impossible, to wean them off it. </p> <p><strong>4.</strong> Finally, what will companies think about giving even more of their precious information to Facebook.</p> <h3><strong>Robot shopping</strong></h3> <p>Facebook is back again with its latest ecommerce iteration, following <a href="https://www.theguardian.com/technology/2016/oct/01/facebook-businesses-online-shopping-chatbots">a few failed attempts in this area.</a></p> <p>Facebook’s new ecommerce capability allows Messenger bots to accept payments without requiring users to leave the app.</p> <p>People with credit card information stored with Facebook or Messenger will be able to make instant purchases within the bots of their favorite stores and services.</p> <p><img src="https://assets.econsultancy.com/images/0008/0885/chatbots.jpg" alt="" width="780" height="519"></p> <p>Launch partners include Booker, BookingBug, Front Desk, HomeAdvisor, MyTime, Pingup, Schedulicity, Setster and Simplybook.me.</p> <p>Amongst other things users can now order food, request an appointment, get a quote and buy tickets. </p> <p>For more on this topic, read Econsultancy's post looking at <a href="https://econsultancy.com/blog/68458-why-chatbots-are-an-important-opportunity-for-retailers/">why chatbots are an important opportunity for retailers</a>. </p> <h3><strong>Facebook Live</strong></h3> <p>Although launched back in April, Facebook Live has been in the news recently as a result of Donald Trump launching a nightly talk show on this channel, <a href="http://www.theverge.com/2016/10/24/13395436/donald-trump-campaign-facebook-live-nightly-news-show">seeking to avoid ‘biased’ liberal news media in the US.</a></p> <p>But what are the opportunities here for brands and businesses? </p> <p>Facebook Live offers the opportunity to add to your PR efforts, or even offer up next level support for clients.</p> <p>Some of the key areas to consider when <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">setting up and screening a Facebook Live event</a> are:</p> <ul> <li> <strong>The audience:</strong> Getting the time right; when will your audience be at its largest and most receptive?</li> <li> <strong>Production:</strong> Lighting (employ LED work lights) and sound (use the right microphones) are hugely important.</li> <li> <strong>Connectivity:</strong> Ensure a very strong WiFi connection.</li> <li> <strong>Promotion:</strong> Start a good time in advance and maintain updates with regular frequency leading up to the event. Ensure a clear and concise description of the event in all communications</li> <li> <strong>The Event:</strong> Provide good context to maximise relevance, generate high levels of interaction, and make the event ‘real' rather than ‘staged’.</li> </ul> <h3><strong>Word of Mouth</strong></h3> <p>This is a new feature that makes it easier for users to get and organize recommendations in one place and allows them to put out a call for recommendations from their connections.</p> <p>When they are writing a status update seeking advice, Facebook will detect the query via its machine learning systems and suggest that they turn on recommendations for the post. </p> <p>The focus here is on highlighting local businesses – one can switch on the feature for any post in which recommendations are being sought, but the map feature only provides assistance when a query relates to geographic proximity. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fjessethomas%2Fposts%2F10154016148123861&amp;width=500" width="500" height="546"></iframe></p> <p>The tool will provide additional discovery potential for local businesses, though the businesses themselves will have no control over how they’re recommended or highlighted.</p> <p>Of course, it could also lead to businesses working with well-connected local influencers to have them recommend their services in a related query, but given the tool is built to work within an established friend networks, it’ll likely be difficult to influence commercially.  </p> <p>Worth however, keeping an eye on this to see how it develops.  </p> <h3><strong>Going out</strong></h3> <p>Facebook’s been working to improve its events offering, launching a new, <a href="http://www.theverge.com/2016/10/7/13192918/facebook-events-app-ios-android">dedicated events app</a> recently, in order to capitalize on the millions of people who use Facebook Events every month.</p> <p>In addition to the new app, Facebook has also re-vamped the Events bookmark within Facebook itself.</p> <p>The update makes it easier to see what events are happening in your area, as well as those that your friends are either hosting or attending, and events that you’re likely to be interested in, based on past activity.</p> <p>A good opportunity here for businesses in the experiential and events space to promote their offering. </p> <h3><strong>Facebook Marketplace</strong></h3> <p>Launched a month ago, this venture hit the UK headlines for the wrong reasons, <a href="http://www.bbc.co.uk/news/technology-37560910">as illegal and inappropriate items went on sale</a> at the outset.</p> <p>Ecommerce businesses will already see this channel as an important one that will compete with big players such as eBay.</p> <p>Interesting that Facebook’s share price dipped with its announcement, presumably an observation that this initiative represents getting into a very competitive market.</p> <p><img src="https://assets.econsultancy.com/images/0008/0303/notification.PNG" alt="" width="640" height="219"></p> <p>It is too early to know how quickly Facebook’s ecommerce platform will grow, but it is likely that social commerce will play a big ongoing role in consumer shopping, and that Facebook and Messenger (along with platforms such as Pinterest) are well positioned to compete given their scale and access to data.</p> <p>Also worth noting that increasing Facebook commerce is also a positive for service providers such as Shopify, Big Commerce, and ChannelAdvisor, who help to power merchant sales. </p> <p><em>(Read Econsultancy's <a href="https://econsultancy.com/blog/68415-the-low-down-on-facebook-marketplace-is-it-any-good/">review of Facebook Marketplace</a>.)</em></p> <h3><strong>Here come the commercials (again)</strong></h3> <p>Starting mid-October, Facebook announced several new advertising options for <a href="https://econsultancy.com/blog/67544-facebook-to-open-up-instant-articles-what-publishers-need-to-know/">Instant Articles</a>: Support for new and custom ad sizes, as well as video and carousel ads.</p> <p>Publishers can use the Facebook Audience Network to monetise Instant Articles and can now incorporate video ads and carousel ads across iOS and Android with no additional implementation.</p> <p>Given the ever-increasing importance of mobile, both in terms of user numbers and performance, this is an important development. </p> <p>Perhaps it is no coincidence that this video ‘good news story’ comes hot on the heels of the less good ‘erroneous video metrics story’ <a href="https://www.marketingweek.com/2016/09/26/mark-ritson-facebooks-erroneous-video-metrics-show-no-one-has-a-clue-about-digital/">as reported recently in Marketing Week</a>.</p> <h3><strong>Help talking to our friends….</strong></h3> <p>Facebook has launched a ‘Conversation Topics’ feature in Messenger.</p> <p>The idea behind Conversation Topics is simple: If you’re looking for a way to break the ice with a new Facebook friend or catch up with an old one, these conversation prompts help you figure out what to talk about.</p> <p>Additionally, the feature would have the added benefit of being a more basic News Feed of sorts, as it lets you catch up on friends’ recent activity, without having to scroll through News Feed and its clutter of shared links, posts from Facebook Pages, ads, and other content. </p> <p>Most interestingly, this could be an attempt to build public chat rooms on Messenger’s platform around shared topics and interests.</p> <p>Commercial opportunities in this space are as yet unclear, but worth watching closely.  </p> <h3><strong>Virtual reality</strong></h3> <p>Mark Zuckerberg recently unveiled the concept of <a href="http://www.campaignlive.co.uk/article/why-social-vr-game-changer-facebook/1411487?bulletin=campaign_brands_bulletin&amp;utm_medium=EMAIL&amp;utm_campaign=eNews%20Bulletin&amp;utm_source=20161015&amp;utm_content=">virtual reality social networking</a>.</p> <p>This is why this could be a game changer: </p> <ul> <li>VR is no longer a solitary experience.</li> <li>It can be about the ‘real’ and not just the ‘virtual’ world (Zuckerberg used his device to connect to his wife... and his dog).</li> <li>‘Touch’ handsets, to be released shortly, will allow us to touch things, and people, virtually. </li> <li>Brands will be able to create engaging and interactive communal experiences, which we can virtually attend with our friends.</li> </ul> <p>For more on this topic, download Econsultancy's report on the <a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality/">Marketer’s Guide to Virtual Reality</a>.</p> tag:econsultancy.com,2008:BlogPost/68259 2016-09-05T15:40:46+01:00 2016-09-05T15:40:46+01:00 Are online advertisers wising up about content quality? Patricio Robles <p>As Gizmodo's Bryan Menegus <a href="http://gizmodo.com/youtube-stars-are-blowing-up-over-not-getting-paid-1786041218">explained</a>, the <a href="https://support.google.com/youtube/answer/6162278?hl=en">Advertiser-Friendly Content Guidelines</a>, which describe "content that is considered inappropriate for advertising," have been in place for some time.</p> <p>But a change to the way Google notifies content creators about videos that run afoul of them has led some to believe that Google is enforcing new rules they weren't informed about.</p> <p>Some took to YouTube to complain, and a #YouTubeIsOverParty trending topic emerged on Twitter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Youtube: This isn't a policy change, its just a notification/appeal change.<br>Me: So before you were just turning off ads and not emailing us?</p> — Philip DeFranco (@PhillyD) <a href="https://twitter.com/PhillyD/status/771393317305057280">September 1, 2016</a> </blockquote> <p>While some popular YouTubers are screaming "censorship!", that's really not the case.</p> <p>Advertisers have a vested interest in ensuring that their ads aren't associated with content that isn't in alignment with their brands, and advertisers and YouTube have the right to determine which content is appropriate and desirable for ad-based monetization.</p> <p>Historically, many advertisers have failed to do a thorough job of policing where their ads are displayed.</p> <p>This is certainly due in some part to laziness, but also to the increasingly complex online advertising ecosystem.</p> <p><a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">Programmatic</a> in particular makes it possible for advertisers to buy audiences, but also makes it difficult to control where those audiences are being reached.</p> <h3>Just how bad is the problem?</h3> <p>In some cases, this has seemingly unintended consequences.</p> <p>Take, for example, MeetMe, which bills itself as "a leading social network for meeting new people in the US."</p> <p>MeetMe <a href="http://www.sfcityattorney.org/2014/02/03/meetme-com-enables-sexual-predators-and-child-stalkers-herreras-lawsuit-contends/">was sued</a> by San Francisco's City Attorney Dennis Herrera in 2014 for failing to protect underaged users.</p> <p>At the time, Herrera stated that "MeetMe has become a tool of choice for sexual predators to target underage victims, and the company’s irresponsible privacy policies and practices are to blame for it."</p> <p>He claimed that "dozens of children nationwide have already been victimized by predators who used MeetMe to coerce minors into meeting."</p> <p>The case <a href="http://www.law360.com/articles/692914/meetme-changes-policies-settles-calif-minor-privacy-suit">was settled</a> in 2015, but critics of the company, some of whom it should be noted are shorting the company's stock, claim that MeetMe is still home to questionable content and activity.</p> <p>One company critic <a href="http://seekingalpha.com/article/3999917-meetme-1_50-target-price-advertisers-disavow-den-sexual-predators">recently claimed</a> that "it took us only minutes to find Tier-1 brand ads attached to sexually explicit / drug-related content on MEET’s mobile app."</p> <p>It then helpfully posted screenshots showing ads from brands like Coca-Cola, AT&amp;T, L.L. Bean and Target on pages these brands probably wouldn't expect to find them...</p> <p><img src="https://assets.econsultancy.com/images/0007/8744/meetme.png" alt="" width="400" height="327"></p> <p>A MeetMe investor relations presentation refers to companies like Disney, McDonalds, Walmart, Hallmark, Kraft and P&amp;G as "brand partners," although it's not clear that the company actually has a direct relationship with these brands.</p> <p>The company critic suggests that many of these brands are advertisers who purchase ads through third-party ad networks like MoPub, which is owned by Twitter.</p> <p>It goes without saying that no mainstream brand would consciously choose to display an ad alongside illegal or explicit content, but it can easily happen in today's online advertising ecosystem.</p> <h3>Reach doesn't always deliver results</h3> <p>As for YouTube, while it's not clear that the Google-owned property is "demonetizing" videos at a higher clip, the fact that it <em>is</em> apparently enforcing its Advertiser-Friendly Content Guidelines to some degree hints that advertisers just might be wising up about content quality.</p> <p>And that's a good thing.</p> <p>Sure, content creators might be upset that it will be harder to make money from videos featuring inane rants, vulgar pranks and the like, but they're not entitled to advertising dollars, and there's plenty of evidence that advertisers benefit most from true premium content.</p> <p>A recent comScore study <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">found that ads on premium sites delivered 67% higher average brand lift</a> and the ability of premium content to deliver better results <a href="https://econsultancy.com/nma-archive/15251-premium-publishers-most-effective-for-performance-campaigns">has been observed for years</a>.</p> <p>So while viral videos with questionable content might deliver eyeballs, advertisers don't necessarily benefit when they lower their standards to chase reach.</p> <p>And as more of them come to accept that, it's possible that content quality will come to be discussed as frequently as, say, <a href="https://econsultancy.com/blog/66425-video-ad-viewability-is-a-major-problem-google-study">viewability</a>.</p> tag:econsultancy.com,2008:BlogPost/68198 2016-08-17T10:06:00+01:00 2016-08-17T10:06:00+01:00 How ‘people-based marketing’ is redefining effectiveness in programmatic ad buying Maeve Hosea <h3>How is programmatic allowing you to move forward with your advertising strategy?</h3> <p>Crucially, programmatic enables us to have more transparency.</p> <p>Historically, we didn’t get a lot of information out of the media buys we were doing through large media agencies.</p> <p>We weren’t aware of where the inventory was being served and therefore unable to learn about where customers were and what type of messaging and content they were interacting with.</p> <p>We were paying lots of money but not taking the learnings away from it in terms of how to optimise – spending hundreds of thousands but none the wiser.</p> <p>The advantage of programmatic is that you are making that investment, you are seeing media buys that are working, how that changes over the course of a year, how it is affected by seasonality and so forth.</p> <p>That is then valuable knowledge that the business retains.</p> <h3>What do you think are the most exciting programmatic developments across media?</h3> <p>The line Facebook is currently touting about people-based marketing is something that I am passionate about.</p> <p>The programmatic solution in Facebook today means you can upload lists and very specifically target people.</p> <p><em>MBNA has been buying Facebook ads programmatically</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8109/MBNA_programmatic_ad.jpeg" alt="" width="715" height="449"> </p> <p>So it seems it is only a matter of time before we see the next evolution of programmatic display, TV buying and whatever else programmatic evolves into.</p> <p>Programmatic will increasingly become about audiences rather than cookies and pixels.</p> <h3>What can you say about fraud and the challenge that poses?</h3> <p>Fraud as an issue is ever-evolving. We have to watch that just as we have to watch ad blocking and anything else that fundamentally changes the area we are operating in.</p> <p>Our way of dealing with it has been to change our success metric. We have been working on changing the KPI to look at incrementality as a way to help mitigate risk from fraud.</p> <p>We are now using our non-viewed display conversions – of which we have a lot, like everybody else – to get our baseline conversion rate.</p> <p>Success is the incremental between the impressions we serve that don’t get viewed and the impressions that do get viewed.</p> <p>That shows us the true performance of our display advertising.</p> <h3>Where do value, creativity and effectiveness meet?</h3> <p>For us it is about [defining the right audience segments for a campaign] but it is also about tailoring the message to what we know about people.</p> <p>My approach, with our provider Infectious Media, is to think about different treatments where advertising is more likely to resonate with people, based on information that I can acquire from across social or various third parties.</p> <p>Programmatic is a strange field in that it increasingly requires numbers people but ultimately the output for all those numbers and analysis – the segmentation that you are running – is still creative and requires creative people.</p> <p>We do some of that work in-house but we also reach out to specialist agencies to push the boundaries of creative thinking.</p> <h3>Which media channels are next for programmatic and why?</h3> <p>The obvious one is TV. The guys at Sky are kind of there with AdSmart but it is a little on the expensive side.</p> <p>You would think that the players will bring that element to the table soon enough and we are going to be able to buy TV advertising programmatically.</p> <p>That is the challenge for the industry: helping people feel a bit better about marketing by delivering marketing that is more aligned to their wants, needs and interests.</p> <h3>What are the pressing issues in the programmatic sphere moving forward?</h3> <p>Cross-device marketing is crucial. There are lots of people trying to do deterministic measurement models within display advertising [where a consumer is identified by linking browsing behaviour with personal login data] and I have a big issue with a way a lot of those are set up.</p> <p>I am not convinced by the accuracy or transparency that sits within that. It is still a bit of a bugbear and I think the industry still has a lot of work to do on solving that cross-device piece.</p> <p>Programmatic needs to evolve by moving away from cookies and pixels and I think the people-based marketing approach has the power to tip the whole industry on its head.</p> <p><em><strong>Back for a third year, Marketing Week and Econsultancy’s <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With the Programmatic</a> conference and workshop will take place in London on 20 and 21 September. </strong></em></p> <p><em><strong>Nic Travis is one of the brand experts sharing insights into how to make the programmatic landscape work for you.</strong></em></p> <p><em>This article was originally <a href="http://www.marketingweek.com/2016/08/16/how-people-based-marketing-is-redefining-effectiveness-in-programmatic-ad-buying/">published on Marketing Week</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68190 2016-08-16T15:10:27+01:00 2016-08-16T15:10:27+01:00 Apple to launch iOS App Store Ads: An interview with Doubledown's Brett Patterson Evan Dunn <h3 dir="ltr">How will Apple’s iOS App Store Ads work? How will they fit into the bigger picture of app marketing?</h3> <p dir="ltr">These will function much like Google’s promotional ads in Google Play: advertisers can pay for their apps to rank at the top of search results.</p> <p dir="ltr">Users search for ads, and advertisers pay to show up at the top of specific keyword searches.</p> <p dir="ltr"><em>Google Play search ad</em></p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/8075/Goole_Play_search_ad.png" alt="" width="448" height="459"></p> <p dir="ltr">This is going to be a game-changer for apps that bring in revenue with iOS devices. This new inventory of ads will be extremely low funnel for advertisers and highly relevant to consumers.</p> <h3 dir="ltr">How will Apple’s platform differ from advertising in Google Play?</h3> <p dir="ltr">I imagine the look and feel of iOS App Store Ads will be similar to Google Play, but the big advantage for advertisers will be direct access to App Store inventory, no strings attached.</p> <p dir="ltr">With Google, advertisers must bid on Google Search inventory to be able to bid on Google Play inventory.</p> <p dir="ltr">Google does not provide a way to separate out inventory or provide analytics to show how much of your paid search traffic came from either source.</p> <p>The no-strings-attached nature of iOS App Store Ads gives advertisers new levels of freedom in their app promotion strategy.</p> <h3>This could mean big things for the startup world. Who do you see will benefit the most iOS App Store Ads?</h3> <p dir="ltr">Apps that seek new customers via iOS traffic will benefit most. Big brands - and brands with media budgets in general - will get the quick wins because they have the budget to cover more search keywords.</p> <p dir="ltr">Brands like these should be able to quickly figure out what keywords are going to bring returns, and then can push out smaller competition with market saturation.</p> <p dir="ltr">If you are a search marketer, the skills you’ve used in other <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> environments should translate well.</p> <p dir="ltr">Apple’s move into app store ads is representative of the growing number of search-based paid media marketplaces (like Pinterest Ads for example).</p> <p dir="ltr">Brands will look more to search marketing experts, as your bidding and keyword expertise is much more relevant than the skills of your display counterpart. </p> <h3 dir="ltr">But not everyone’s going to be happy, I imagine…</h3> <p dir="ltr">No, you’re right. All search vendors (Google, Bing and Yahoo) will feel the pinch as portions of budgets are redirected to the iOS App Store, which will be more direct-to-consumer.</p> <p dir="ltr">Bing and Yahoo risk losing traction more than others. They don’t have a direct source to an app marketplace, so they lack critical mobile acquisition features like “click-to-install”.</p> <p dir="ltr">Apple will probably take a significant share of app advertisers’ budgets from these two search engines.</p> <p dir="ltr">Incentivized Display Vendors - such as Tapjoy &amp; NativeX, for example - might feel a sting as well.</p> <p dir="ltr">IDVs used to drive iOS App Store rankings because advertisers will no longer feel pressure to send cheap traffic to their iOS store pages in order to game organic search rankings.</p> <p dir="ltr">Taking advantage of iOS App Store Ads will likely have the same effect, but with more measurement and opportunities for optimization. </p> <p dir="ltr">Advertisers with small budgets won’t be able to compete with the budgets of their larger competitors.</p> <p dir="ltr">If they don’t play the game early and with some clever keyword selection and bidding strategy, their apps will most likely get pushed farther and farther down the rankings.</p> <h3 dir="ltr">What response should app advertisers have towards these ads?</h3> <p dir="ltr">If you are a buyer, you should take advantage of Apple’s creation of a new source of premium inventory. You are going to love it.</p> <p dir="ltr">The introduction of the ads feature should lead to a wave of premium installs and conversions.</p> <p dir="ltr">You’ll be able to control this inventory with the same precision you get with Adwords, but the value for apps will be much higher than a typical Google search ad.</p> <p dir="ltr">This is going to be one of the best sources of iOS traffic (if not the best) out there and you need to assign the resources to pivot quickly once Apple launches the function.</p> <p dir="ltr">Apple has stated that this should be rolling out in Q3/Q4 with some sort of Beta. I imagine it will invite the folks with deeper pockets first, so small brands won’t even get a crack until early 2017.</p> <p dir="ltr">If you are not planning incorporate iOS App Store Ads into your media strategy, you should be.</p> tag:econsultancy.com,2008:BlogPost/67835 2016-05-19T11:21:14+01:00 2016-05-19T11:21:14+01:00 Bringing data into creativity in a programmatic world Glen Calvert <p>Data isn’t sexy, consequently, it isn’t loved by brand advertisers. In their minds, data is the preserve of the far less noble direct marketing realm.</p> <p>The idea of putting data at the core of campaigns, which the direct marketer does, is an anathema to the brand advertiser.</p> <p>A neat illustration of this thinking is through <a href="https://econsultancy.com/training/courses/personalisation-enhancing-the-customer-experience/">personalised advertising</a>. Brand marketers can’t deny that they’d like to connect with us all individually.</p> <p>The “Share a Coke” campaign in which cans and bottles were personalised was a huge brand success.</p> <p>Around 1,000 name variations were available on shelves and over 500,000 available through the online store.</p> <p>So, why do brand advertisers seem reticent to deploy personalisation techniques online – a media tailor-made for such activity due to data?</p> <p>Why do we so rarely see good examples of this type of campaign in the digital environment?</p> <h3><strong>Falling in love with data?</strong></h3> <p>The answer to the previous question is branding’s lack of love for data. However, this mind-set could be changing due to a couple of factors.</p> <p>Brands love TV because it’s a wonderful platform to tell stories at scale.</p> <p>In comparison, online platforms for telling good brand stories at scale using data and creative have been more constrained.</p> <p>With smaller screen sizes and more limited ad ‘real estate’, brand banner advertising is more of a challenge.</p> <p>However, the skills and appetite for meeting this challenge and using data efficiently are increasing.</p> <p><img src="https://assets.econsultancy.com/images/0007/4847/share-a-coke.jpg" alt="Share a Coke Bottles" width="460" height="330"></p> <p>This improvement in the banner format is combining with a growth in other branding-type formats in display advertising, such as video and <a href="https://econsultancy.com/blog/63722-what-is-native-advertising-and-do-you-need-it/">native advertising</a>.</p> <p>The IAB’s latest <a href="https://econsultancy.com/blog/67746-10-action-packed-digital-marketing-stats-from-this-week" target="_blank">digital ad spend figures</a> showed both video and native spend grew around 50% last year to account for nearly half of display ad spend.</p> <p>These two parallel developments in display prove its increasing allure as a branding medium - FMCG advertisers, historically considered the least relevant in regards to online ads, are now the dominant spender on display, accounting for nearly £1 in every £5.</p> <p>We’re seeing this increasing willingness to embrace data manifested by clients taking control of their data destiny.</p> <p>A number of high profile brands are taking on long-term software contracts with data management platforms (DMPs), showing the appetite clients have to both control and exploit the data opportunity.</p> <h3><strong>Programmatic plumbing</strong></h3> <p>Alongside the rise in online branding formats, the other factor changing mind-sets among brand advertisers, rather surprisingly, could be <a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">programmatic</a>.</p> <p>Something originally seen as even less sexy than data.</p> <p>The “plumbing”, or logistics, side of programmatic is becoming less of an obstacle to using data and creative to tell a good brand story.</p> <p>The amount of heavy-lifting required is reducing in terms of time, resources and money among agencies and vendors to connect the data, the creative and the inventory.</p> <p>Consequently, there’s a growing sense of enthusiasm about take-up among brands.</p> <p>So, as programmatic matures, many of these growing pains are less pronounced.</p> <p>As the plumbing between creative, data and buying becomes more automated, it means the industry can move more towards programmatic as a creative solution.</p> <h3><strong>Programmatic as creative</strong></h3> <p>In turn, <a href="https://econsultancy.com/blog/67554-2016-the-year-of-programmatic-creative/" target="_blank">programmatic creative</a> has become more advanced and more flexible, without compromising scale and automation, to meet the specific creative requirements and nuances that advertisers have for being able to tell their brand story.</p> <p>Programmatic creative is now flexible and advanced enough to insert dynamic and personalised elements into online ads to enable the idea of “mass personalisation”, which was essentially what the big idea “Share of Coke” brand campaign was shooting for.</p> <p>These developments hopefully thaw the relationship between brand marketers and data, particularly as they open up exciting and innovative brand campaign ideas that can be brought to life in this brave new world.</p> <p>Take, for example, Netflix’s campaign to promote the addition of all ten seasons of Friends to its library.</p> <p>Conceived by Ogilvy Paris, it’s a pre-roll video campaign that responds dynamically to videos watched on YouTube by inserting a clip from Friends that relates to the video topic searched for.</p> <p><iframe src="https://www.youtube.com/embed/K_3uKmLFHRI?wmode=transparent" width="560" height="315"></iframe></p> <p>Essentially, it uses data to relate Friends to almost anything you search for on YouTube.</p> <p>What will be your big brand idea this year that comes alive through data?</p> <p><em>To learn more on this topic, book yourself onto Econsultancy's <a href="https://econsultancy.com/training/courses/programmatic/">Programmatic Training Course</a>.</em></p> tag:econsultancy.com,2008:BlogPost/67576 2016-02-26T09:59:21+00:00 2016-02-26T09:59:21+00:00 Did South Park solve the ad blocking problem? Tom Dibble <p>It has happened to everyone. You are sitting at your computer minding your own business, watching cat videos or clicking through “10 Celebrities With Weird Body Parts” - yes, that is a real article - when all of the sudden it happens.</p> <p>Your computer is hijacked. A pop-up informs you that your computer is infected, your JavaScript plugin is out of date, you’ve just won a million dollars!</p> <p>But you can’t click out of it, and as soon as you try more windows open or even worse - spontaneous downloads take your computer hostage.</p> <p>When you consider how many times this exact scenario has repeated itself over the course of your internet-using life, it is no surprise that the <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">use of ad blocking software has ballooned</a> in the last year.  </p> <p>Sorry, advertisements, consumers just aren’t that into you.</p> <p><img src="https://assets.econsultancy.com/images/0007/2381/ad_blocking.png" alt="" width="800"></p> <p>And just like the end of a bad relationship, all sides are left asking, “How did we get here? How did it get so bad?”</p> <p>While there has been no shortage of finger-pointing between agencies, publishers, and brand marketers, it is safe to say that no one is void of blame.</p> <p>Publishers make money by selling ads on their content, and media addicted consumers need their fix.</p> <p>Publishers look at two things when deciding what pieces to finance: how much time and money a story takes to produce, and how much ad revenue it will generate.</p> <p>But the need to create more content with the intention of generating more advertising revenue only served to kill real journalism.</p> <p>Long form, investigative stories became too burdensome for our ADD riddled minds strung out on instant gratification.</p> <p>This gave rise to the listicle and click bait designed only to cheaply generate traffic while turning our brains to mush. Au revoir journalistic integrity.</p> <h3>The industry is complicit</h3> <p>Advertising agencies, meanwhile, concerned with making brands happy, implicitly went along for the ride.</p> <p>As purveyors of creativity and whit, agencies should have stood up to this rubbish rather than allowing brilliant strategy to be reduced to a pop-over ad.</p> <p>For consumers, <a href="https://econsultancy.com/blog/67399-a-brief-history-of-ad-blocking-shows-it-s-not-a-new-problem/">avoiding ads has long been a source of innovation</a>. Television commercials bred the remote control, the VCR, Tivo, and eventually Netflix.</p> <p>But internet advertising is a very different beast. It democratised advertising allowing anyone with a few quid and an internet connection to become a marketer.</p> <p>Like a plague of biblical proportions, amateurish, spammy ads infected the internet with no concern for the user experience.</p> <p>Primary school tactics of annoying someone to get them to like you simply don’t work for advertising, yet that didn’t deter us from using them.</p> <p>Consumers want to be wooed, for their needs to be acknowledged - not to be interrupted while they are in the middle of reading. The problem has gotten so bad that even marketers themselves are fed up.</p> <p><iframe src="https://www.youtube.com/embed/HpqLcufrxQo?wmode=transparent" width="560" height="315"></iframe></p> <h3>The dilemma</h3> <p>Now we are stuck in Limbo. Last year more than $21bn dollars in ad revenue were lost due to ad blockers.</p> <p>The Interactive Advertising Bureau (IAB) is so livid about the situation that they not so politely <a href="http://www.wsj.com/articles/tensions-escalate-between-adblock-plus-and-iab-1452881625">disinvited Ad Block Plus</a> from its annual conference.</p> <p>Meanwhile, publishers are looking for ways to <a href="https://econsultancy.com/blog/67508-10-publishers-that-want-you-to-disable-your-ad-blocker/">sweet talk visitors into turning off their ad blocking software</a> which seems to have some positive effect. But are we just ignoring the larger problem?</p> <p>The term “<a href="http://adage.com/article/digitalnext/brands-build-loyalty-surprise-delight-strategies/298425/">surprise and delight</a>” has been thrown around a lot as the advertising industry debates how we should approach ads moving forward, but it might be too little, too late. </p> <p>Some consumers have been burned by poor advertising so many times, that no amount of “surprise and delight” could usher them back into the fold. </p> <p>For them, ads are manipulative and untrustworthy. Even the idea of <a href="https://econsultancy.com/blog/67044-is-native-advertising-the-answer-to-ad-blocking/">sponsored content</a> leaves a bad taste in their mouths.</p> <p>In the movie The Matrix, Neo is offered two different pills. One will show him the truth, and the other will allow him to return to his life, blissfully ignorant. </p> <p>While it may be a bitter pill to swallow, the advertising industry has to acknowledge our part in the fall of Rome to begin moving forward and build on top of the rubble. </p> <p>Sure, some ad blockers are offering “whitelist” status <a href="http://www.businessinsider.com/google-microsoft-amazon-taboola-pay-adblock-plus-to-stop-blocking-their-ads-2015-2">for a price</a>, but that just reeks of blackmail. </p> <p>The industry must learn to bring value to consumers again while educating them that content comes at a cost. On that other hand, brands must learn they can’t produce shoddy products and expect them to sell based off an advertising strategy alone. </p> <p>What we really need is a paradigm shift - to put the consumer back at the center. <br></p> <h3>South Park has the answer</h3> <p>At the end of last season, South Park quite poignantly satirised the current state of affairs in advertising, turning the lens on the “evolution” of ads from television, to mobile, to sponsored content.</p> <p>According to South Park:</p> <blockquote> <p>But the ads adapted. They became smarter. They disguised themselves as news. All around the world, people read news stories, completely unaware they were reading ads. </p> <p>And now, the ads have taken the next step in their evolution. They've taken human form. Ads are among us, they could be your friend, your gardener. </p> <p>The ads are trying to wipe us out. The question is... how?</p> </blockquote> <p>While the hyperbole is a bit overblown - as all good hyperbole should be - Trey Parker and Matt Stone might just be onto something.</p> <p>Instead of ads becoming people, shouldn’t our industry instead be focused on turning people into “ads”? </p> <p>We already know that earned media works. 90% of consumers say they trust their peers’ recommendations, but only 33% trust ads. </p> <p>Brand evangelism is a powerful thing and <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencer marketing</a> is already set to become one of the year’s biggest trends.</p> <p><iframe src="https://www.youtube.com/embed/IVfslRsNXUc?wmode=transparent" width="615" height="346"></iframe></p> <p>Why is it so effective? Because it breaks through all the online noise, drives awareness, and breeds purchase intent later on.</p> <p>As marketers, we must become better at relationships, at building trust, at being human.</p> <p>Selling products needs to become less of a shouting match between brands about who is better, and more of a conversation between brands and consumers about what consumers want.</p> <p>We have to learn to listen to our audience because they certainly have stopped listening to us. The industry depends on marketers putting people back into the equation.</p> <p>So what does the future hold for the advertising industry? In the age of “banner blindness”, the industry would be digging itself a deeper hole by ignoring what consumers are already telling us.</p> <p>Advertising is such an ingrained part of our culture that it is unlikely to go quietly and certainly too big to go away completely.</p> <p>But that doesn’t mean that it can’t evolve, as it has for centuries - that doesn’t mean that one day, very soon, advertising could live among us - your friend, your gardener.</p> <p>Advertising could become - human. </p> tag:econsultancy.com,2008:BlogPost/67574 2016-02-24T15:03:00+00:00 2016-02-24T15:03:00+00:00 Has Programmatic Advertising killed creativity in marketing? David Moth <p>And it’s also commonly criticised for relying too heavily on automation, thus removing the creative element from marketing campaigns.</p> <p>To see whether this is the case, we spoke to two seasoned digital experts, namely:</p> <ul> <li> <a href="https://www.linkedin.com/in/clare-deloford-4694b342">Clare Deloford</a>, Digital Development Associate Director at ‎Starcom MediaVest Group</li> <li> <a href="https://www.linkedin.com/in/janmikulin">Jan Mikulin</a>, Global Head of Digital Marketing at Grayling</li> </ul> <p>You can watch their answers below, or read a brief summary of what they had to say.</p> <p>And to learn more about programmatic advertising, come along to our <a href="https://econsultancy.com/events/creative-programmatic/">Creative Programmatic</a> event in London next week.</p> <p>These videos were created in partnership with <a href="https://wooshii.com/">Wooshii</a> and are the first in a series of interviews we’ve carried out with senior digital marketers from various agencies and brands.</p> <p>Now, on with the show...</p> <h3>People often accuse programmatic of killing creativity. Do you agree with this point of view?</h3> <p><iframe src="https://www.youtube.com/embed/7fEj3_hG5mc?wmode=transparent" width="615" height="346"></iframe></p> <p>Clare and Jan both strongly disagreed with the suggestion that programmatic kills creativity.</p> <p>According to Jan, it’s incumbent upon marketers to think about how the technology can enable them to be more creative.</p> <p>The technology has a momentum around it which in turn creates a need and a desire for more creativity.</p> <p>Clare said that the ability to run targeted, personalised ads actually encouraged greater creativity. </p> <h3>How do you think programmatic will impact the role of marketing professionals?</h3> <p><iframe src="https://www.youtube.com/embed/k93THhdXIIw?wmode=transparent" width="615" height="346"></iframe></p> <p>Clare said that programmatic has been quite difficult for marketers to understand, which creates fear and apprehension, however people now realise that it’s a very important technology.</p> <p>And by automating the buying process, marketers will have more time to invest in content creation and richer experiences which are really important for every brand.</p> <p>Jan suggested that programmatic has seen a similar cycle to other advancements in advertising and communications.</p> <p>There was initially a flurry to understand how it worked, then marketers gradually got to grips with it, now we're beginning to use it as a standard operating procedure, and that process will start again soon when a new marketing technology appears.</p> <h3>How has programmatic affected the relationship between agencies &amp; clients? Are there misgivings over transparency?</h3> <p><iframe src="https://www.youtube.com/embed/eyCkp5Kx6yo?wmode=transparent" width="615" height="346"></iframe></p> <p>Another major criticism of programmatic is that <a href="https://econsultancy.com/blog/65860-13-interesting-quotes-from-our-programmatic-marketing-panel/">the process isn’t transparent</a>, which can lead to mistrust between agencies and their clients.</p> <p>Jan said that things will only turn sour if the agency had a poor relationship with their clients in the first place and wasn’t being upfront and honest.</p> <p>However, he also referenced an IAB report which shows that only 45% of people who use programmatic in agencies actually understand the technology and the concept behind it.</p> <p>That lack of knowledge can potentially impact the entire industry in terms of trust and failure to generate ROI.</p> <p>Clare said that Starcom MediaVest tries to educate its clients to ensure everyone understands how the technology works.</p> <p>For example, it has an online tool where clients can run a dummy campaign and take a look “under the hood”.</p> <p>Marketers are more comfortable with programmatic once they see how it works.</p> <p><em>And finally, to learn more on this topic book yourself onto Econsultancy’s <a href="https://econsultancy.com/training/courses/programmatic/">Programmatic Training course</a>.</em></p>