As Connected TV continues to explode, the benefits are getting clearer and clearer for advertisers. Targeted ads can be traced directly to ecommerce and point-of-purchase, and advertisers get real-time data on what motivated a certain household to click through. Better yet, machine learning allows for quick adjustments around consumer behavior. The result is not only more value for brands and the Connected TV video inventory, but consumers themselves, who are delivered more relevant content.
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How Connected TV Will Move the Ad Industry [MultichannelNews]
Advertisers with e-commerce-enabled websites, on the other hand, can advertise to consumers on CTV, then measure subsequent online visits across devices from households that were exposed to the CTV ad. They can even leverage real-time machine learning to optimize the campaign to find CTV audiences similar to those that are visiting their sites in real-time.
This is why I think we’re seeing Twitter take the relatively easier route, opening the door for an influx of media spending that is ready to move from TV to digital video today, not tomorrow. Long-term, however, I’m not sure about this strategy—once TV ad dollars have shifted over, they can’t be gobbled up again. Twitter could bill $50 million in TV spending next year, but then what?
The dashboard lets users access ad inventory on major ad exchanges using their own data and third-party data to target more accurately. They combine that data with automated optimization software and a dynamic bidding algorithm to get better results. Marketers can use their own creative material for campaigns or use Downstream’s AI-driven creative builder to create and deploy new versions of the ads quickly.
In 2018, direct mail retained its top position in local advertising — with a 25.4% share ($38.5 billion); local TV is next at 13.8% ($20.8 billion). Pure-play mobile providers will see $19 billion in 2018, representing 12.6% share. This is on a pace to reach 19.2% by 2022, overtaking local TV. Overall, for this year, BIA/Kelsey says local advertising is set to rise 5.2% to $151.2 billion — from $143.8 billion in 2017. Traditional media will comprise 64.7% of the revenue, with online/digital securing 35.3%.
Tackling the Internet’s Central Villain: The Advertising Business [The New York Times]
The report chronicles just how efficient the online ad business has become at profiling, targeting, and persuading people. That’s good news for the companies that want to market to you — as the online ad machine gets better, marketing gets more efficient and effective, letting companies understand and influence consumer sentiment at a huge scale for little money.
High-quality online experiences are invaluable for audiences, advertisers, and publishers alike. No one feels attacked by flying pop-ups, and if the brand content matches the audience interest and publisher environment, an ad is far more likely to lead to opportunity. Anything you can do to improve the user experience–such as enforcing higher standards and designing more user-friendly ads–will benefit everyone involved.
Yandex bakes ad-blocking into its Russian browser [TechCrunch]
It says its aim is to enhance users’ browsing experience by blocking “intrusive advertising”. The filter will not block ads that meet IAB Russia guidelines. And Yandex is providing a diagnostics tool, available on the Yandex.Webmaster service, where it says “publishers and advertisers can check if their advertising is compliant with Yandex standards”.
Dropping vendors from a publisher’s ad stack doesn’t have to pose a short-term risk to ad revenues, Marcombe said. “If you can ensure your own ad stack offers the same level of quality as what’s available from vendors, then you can get your money back quite quickly,” he said. “We prefer to get back [control of] our inventory and offer full transparency on what advertisers are buying to ensure they’re getting the real value of our inventory.”
To cut through the clutter advertisers have been forced to be “the loudest one in the room.” An autoplay video ad accomplishes just that. Annoying ad formats are fast, cheap and readily available. Why spend time crafting thoughtful branded content, or a witty social strategy, when another advertiser is just going to buy a pop up ad on the same page that forces the user to close their entire browser to get it out of the way?
Google’s Chrome Ad Blocker is a Nudge to In-App Advertising [ExchangeWire]
Old Data Is Holding Back Mobile Marketing [AdExchanger]
Will Pinterest Be The Platform That Proves ROI? [MediaPost]