The seven segments of online advertising and promotion: Key trends and players

• In the present day, even sub-segments of the advertising industry can be incredibly lucrative for marketers.
• Simply by leveraging the roughly 3.5 billion searches happening every day on Google, marketers can immediately gain access to a segmented, extensive pool of potential customers.

Author Jonathan Brown
A look inside the current state of the online advertising and promotion industry. From display and programmatic to search and social, from PR to print, here’s an overview of what to look out for.

The advertising and promotion industry has evolved a long way from the garish banner ads of the mid-1990s. It’s now easier than ever to reach one’s audience online, and this year we’re seeing more adtech businesses focused on making online advertising more targeted and measurable than ever before.

In the present day, even sub-segments of the advertising industry can be incredibly lucrative for marketers. Simply by leveraging the roughly 3.5 billion searches happening every day on Google, marketers can immediately gain access to a segmented, extensive pool of potential customers. Despite the potential for massive reach, though, it’s often challenging to keep track of what’s happening in the industry. In this article, we’ll be sharing the key trends and players within each sub-segment of the online advertising and promotion industry.

1. Mobile marketing

With consumers making online purchases through their mobile devices more than ever, mobile marketing has become a mainstay of the online advertising toolkit. And it’s taking up an increasing portion of organizational marketing spend, too. Recent research has shown that mature marketing organizations now spend 22% of their budget on mobile marketing. This is up significantly from even ten years ago, when mobile marketing was only starting to gain steam as a high-ROI tactic.

Mobile marketing is the best way to reach potential customers on the go, and it’s a must-have if you’re running an online ecommerce business. There are now dozens of platforms dedicated solely to running mobile marketing campaigns, and each of them offer unique capabilities. Braze is an all-in-one mobile marketing solution that is primarily focused on customer engagement and upsell. It offers features like push notifications, in-app advertising, and email marketing. Salesforce’s Marketing Cloud is more focused on trigger-based engagement with prospects, and it also offers the option for brands to do SMS marketing based on their existing prospect database. Urban Airship is another great mobile marketing platform to consider — it’s billed as a comprehensive solution, offering everything from mobile app engagement tactics to predictive analytics.

2. Display and programmatic advertising

Programmatic display advertising is one of the fastest-growing areas in digital marketing, with total marketing spend on programmatic displays estimated to cross 84% of all display ad spending this year.

Instead of negotiating with a salesperson, programmatic advertising involves using software to procure digital advertising space. Once ad space has been acquired, marketers then have to bid against competitors to serve an ad (only the highest bidder gets to serve an ad). This process repeats itself millions of times daily, giving businesses plenty of opportunities to ensure their ads are seen. And when they are seen, the impact can be significant. In fact, research has shown that simply appearing in mobile ad results can increase brand awareness by 46%.

In the programmatic display advertising space, there are hundreds of competitors, but AdRoll is one of the true heavyweights. It uses customer intelligence data to enable highly specific targeting and gives users an easy to use digital advertising platform that also supports cross-channel outreach efforts. Match2One is another powerful programmatic advertising platform that offers advanced reporting capabilities as well as access to premium ad inventory. For small-to-medium sized businesses, there’s also Choozle and PocketMath. Both are self-service platforms that also support buying mobile display inventory.

3. Search and social advertising

Given that social media platforms now take up 33% of the time consumers spend online, it makes sense that marketers are increasingly turning towards it as a key tactic in their toolkit. This trend is similar in the search arena as well, which allows marketers to match their brand messaging to specific search categories. Where search marketing benefits from relevancy, social advertising benefits from ubiquity. Marketers can now deploy advertising across an ever-increasing range of social platforms, and ensure their messaging is seen only by prospects with an expressed interest in one’s brand.

For most companies, Google Ads is the platform of choice for search advertising — particularly given that most of the world’s search traffic passes through Google. Bing Ads is still a viable platform, but for most businesses, Google Ads remains the gold standard.

On the social advertising front, the landscape is more fragmented, so marketers should be cognizant of which platforms their prospects congregate on before investing. Twitter, Facebook, Instagram, LinkedIn, and many other platforms all offer their own social advertising platforms — generally with targeting and analytics capabilities built in.

4. Native content advertising

Native content advertising involves placing ads directly into the natural flow of the user experience in a way that both benefits the consumer and the brand. Examples of native advertising include content recommendation widgets, sponsored content, promoted search listings, and in-feed native advertisements. Native advertising is a type of content marketing that has seen explosive growth in recent years. In fact, recent research estimated native ads made up more than 60% of display ad spend in 2018.

One of the most popular native advertising platforms is Outbrain. It acts first and foremost as a discovery platform that helps marketers find the best platforms and publishers for their content. Outbrain then collects interaction data throughout the customer lifecycle, and uses it to improve ad recommendations for marketers. Another tool that’s widely used for native content advertising is Taboola. It’s a platform that is focused more on growing traffic, but it’s also useful for tracking ad conversions as well. Other leading native advertising platforms include Yahoo’s Gemini, AdNow, and mobile-first content platform ShareThrough.

5. Video advertising

Video advertising is a widely-used tactic for delivering rich media to potential consumers. While the ads themselves are often run on video hosting sites like YouTube, the purchases of those ads are conducted through video advertising networks. Video advertising is rapidly becoming an area of focus for marketers, particularly given that up to 80% of global internet consumption will be through video content this year.

Two of the largest players on the video advertising front are SelectMedia and SpringServe. Both are programmatic video advertising platforms that offer self-service analytics and ad buying tools to help publishers increase the ROI on their video content. Many corporate customers have also started gravitating towards Google’s AdSense for Videos and Oath’s intelligent ad platform – both of whom are established competitors in the market and offer a wide selection of ad inventory.

6. PR

Digitally tracking the impact of PR content is still a nascent industry, but more platforms are entering the space every day. Recent research has shown that 73% of journalists now scour the web daily for press releases and news about companies they’re covering. This statistic represents a significant opportunity to brands ready to capitalize on what often turns out to be a captive audience.

Some of the top online PR platforms currently are Meltwater, TrendKite, and Marketwired. All of these platforms offer similar capabilities in terms of quantifying the impact of an organization’s PR efforts. These platforms all come with their own PR analytics stack, as well as the ability to add additional media sources for measuring engagement.

7. Print

Print advertising obviously exists primarily in the physical world, but there are ways to integrate it into your online campaigns as well. Leveraging QR codes or short, trackable URLs can be a great way to quantify the impact of your print media campaigns, and with tools like Bizible and Google Analytics, doing so is now easier than ever before.

Conclusion

With so many advertisers competing online, tools like these will help you optimize for better ad placement and higher conversion. Using these platforms together with owned and earned media will give you a much better chance of success in getting prospects to learn more about your brand.

Source: https://www.clickz.com/the-seven-segments-of-online-advertising-and-promotion-key-trends-and-players/240070/

• Announced it has amended the closing payment terms associated with the acquisition of mPlore, LLC
• Due to these more favorable acquisition terms, it proposes to amend the terms of its previously announced private placement Offering

Vancouver, British Columbia–(June 20, 2019) – Good Life Networks Inc. (TSXV: GOOD) (“GLN” or the “Company“), is pleased to announce it has amended the closing payment terms associated with the acquisition (the “Acquisition”) of mPlore, LLC (“mPlore”) (see news release dated April 10, 2019). Due to these more favorable acquisition terms, GLN is also pleased to announce that, subject to regulatory approval, it proposes to amend the terms of its previously announced private placement Offering (the “Offering”) (see news release dated June 3, 2019).

Upon closing of the Acquisition, the payment due to mPlore will be reduced by US$2,000,000. Additionally, the parties intend to add a performance earn-out term, whereby GLN will pay mPlore up to US$2,000,000 after 24 months from the date that a definitive agreement is signed, provided that mPlore achieves certain mutually agreeable performance benchmarks (complete terms to be disclosed upon the signing of a definitive agreement). The aggregate price of the Acquisition will remain unchanged.

As a result of these amendments to the Acquisition, GLN intends to reduce the maximum amount of the Offering from $5,000,000 to $2,000,000 to align with the reduced closing cash requirement needed to acquire mPlore. The Company intends to use the net proceeds of the Offering to complete the Acquisition and subsequently for the expansion and operation of mPlore.

Proposed Amended Terms of Acquisition

The amendments to the binding letter of intent announced on April 10th, 2019 include:

1. upon closing of the Acquisition, GLN will pay US$850,000 in cash (previously US$2,800,000) to the unit holders of mPlore; and
2. 24 months after the signing of a definitive agreement representing the amended terms of the Acquisition, GLN will pay to the unit holders of mPlore, a performance earn-out of up to US$2,000,000 (previously $0) in cash, provided that mPlore achieves certain mutually agreeable benchmarks.

Proposed Amended Terms of Offering

The proposed amendments to the Offering announced on June 3, 2019 include:

1. a unit price of $0.20 (previously $0.27);
2. total gross proceeds of up to approximately $2,000,000 (previously $5,000,000); and

in the event that, after the date that is six months following the closing of the Offering, the closing trading price of the common shares of GLN on the TSX Venture Exchange (the “TSXV“) is at or above $0.75 per common share for a period of 20 consecutive trading days, the Company may accelerate the expiry date of the warrants (“Warrants“) underlying the units by giving notice to the holders thereof and in such case the Warrants will expire on the 30th day after the date on which such notice is given by the Company.

Subscribers will be subject to a statutory hold period that extends four (4) months plus one (1) day from the closing of the Offering.

The closing date of the Offering is scheduled to be on or about June 28, 2019 and is subject to certain conditions including, but not limited to, the receipt of all necessary approvals, including the approval of the TSXV and the applicable securities regulatory authorities.

Jesse Dylan, CEO of GLN commented, “GLN’s evolution into the mobile space is an integral part of our growth strategy. Why? It’s predicted that the Mobile ad spend will top $93 billion in 2019, over $20 billion more than what will be spent on TV! (1) It’s our intention to capture a portion of that advertising spend through the acquisition of mPlore. By reducing the amount of cash required to close the acquisition we will be able to utilize additional resources to support the planned expansion of mPlore to achieve our financial objectives. These new deal terms also reduce the need for acquisition capital”

About mPlore

mPlore is a mobile content delivery platform which delivers a suite of products including, mobile search, content, mobile data and ad delivery to its clients. mPlore currently works with tier-one mobile carriers like T-Mobile and Sprint along with OEM (Original Equipment Manufacturer) device manufacturers worldwide to deliver solutions to market. mPlore’s clients include Microsoft, Google, Yahoo, and Ericsson.

www.mplore.com

The GLN Story

GLN’s patent pending technology is the engine that sits between advertisers and publishers. A highlight of GLN’s tech is that it does not collect PII (Personal Identifiable Information). Built for cross device video advertising: Mobile, In-App, Desktop and CTV (Connected Television) the GLN Programmatic Video Advertising Platform has among the lowest fraud rates of similar vendors in the industry. Advertisers make more money by reaching their target audience more effectively. GLN makes money by retaining a percentage of the advertiser’s fee.

GLN is headquartered in Vancouver, Canada with offices in Newport Beach and Santa Monica California, New York and UK and trades on the TSXV under the stock symbol “GOOD” and The Frankfurt Stock Exchange under the stock symbol 4G5. For further information on the Company, visit www.glninc.ca

[email protected]

CEO Jesse Dylan
604 265 7511

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

1): https://content-na1.emarketer.com/mobile-trends-2019

Forward-looking statements

Except for the statements of historical fact, this news release contains “forward-looking information” within the meaning of the applicable Canadian securities legislation that is based on expectations, estimates and projections as at the date of this news release. When used in this news release, the words “estimate”, “project”, “belief”, “anticipate”, “intend”, “expect”, “plan”, “predict”, “may” or “should” and the negative of these words or such variations thereon or comparable terminology are intended to identify forward-looking statements and information. “Forward-looking information” in this news release includes information about the proposed amendments to the Acquisition, the proposed amendments to the Offering, the anticipated closing date of the Offering, the Company’s plan to use additional resources to support the planned expansion of mPlore to achieve its financial objectives, the Company’s use of proceeds of the Offering and other forward-looking information.

By their nature, forward-looking information involve known and unknown risks, uncertainties and other factors which may cause our actual results, performance or achievements, or other future events, to be materially different from any future results, performance or achievements expressed or implied by such forward-looking information. Such factors include, but are not limited to, risks related to: (a) the failure of the Company to obtain TSXV approval of the Offering or the proposed amendment of the Offering terms; (b) the Offering failing to close on the terms and at the anticipated time, or at all; (c) the failure of the parties to finalize and execute a definitive agreement representing the amendment to the Acquisition; (d) the Company’s ability to complete the Acquisition (e) the Company’s ability to effectively expand and operate mPlore; and (f) general economic and industry risks.

The forward-looking information in this news release reflects the current expectations, assumptions and/or beliefs of the Company based on information currently available to the Company. In connection with the forward-looking information contained in this news release, the Company has made a number of assumptions, including but not limited to: (a) the Company will be able to successfully close the Offering; (b) the Company will obtain the requisite TSXV approval for the Offering on the amended terms; (c) the Company and mPlore will successfully executed an amended agreement amending the terms of the Acquisition; (d) the Company will be able to successfully expand and operate mPlore; and (e) that no significant events occur outside of the Company’s normal course of business. Although the Company believes that the assumptions inherent in the forward-looking information are reasonable, forward-looking information is not a guarantee of future performance and accordingly undue reliance should not be put on such information due to the inherent uncertainty therein.

GLN does not assume any obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those reflected in the forward-looking statements, unless and until required by applicable securities laws. Additional information identifying risks and uncertainties is contained in GLN’s filings with the Canadian securities regulators, which filings are available at www.sedar.com.

NOT FOR DISTRIBUTION TO UNITED STATES NEWSWIRE SERVICES OR FOR DISSEMINATION IN THE UNITED STATES

To view the source version of this press release, please visit https://www.newsfilecorp.com/release/45753

Mobile advertising trends to watch in 2019

• In the US, digital ad spends recently passed $100 billion due to dominant increases in mobile advertising and video ad spend.

Christian Hargrave

PubMatic released its first Quarterly Mobile Index (QMI) of 2019. The report includes key trends, providing both advertisers and publishers with insights around mobile advertising, leading to smarter programmatic strategies and future mobile opportunities.

In the US, digital ad spends recently passed $100 billion due to dominant increases in mobile advertising and video ad spend. As mobile advertising continues to evolve, it’s imperative for advertisers and publishers to both understand and prepare for these changes.

PubMatic’s Q1 2019 QMI report reveals the top four trends to watch:

Due to Video, Mobile Ad Spend Accelerates – The promise of 5G has the potential to bring powerful and interactive content and experiences, changing the way and speed at which video is consumed.

Mobile In-App Header Bidding Still Needs Time to Grow – Despite recent popularity and publishers’ pressure to optimize mobile in-app header bidding, lack of knowledge has led to new obstacles in adoption.

Safety Practices Take Center Stage as Fraud Rises – The majority of additional programmatic display dollars over the next year will go to private setups like PMPs. 
  
The Opportunity for Growth in APAC is Massive – Marketers in APAC are becoming more knowledgeable in programmatic strategies, illuminating the need to adopt automated ad strategies in other parts of the world.

For the first time, consumption across mobile devices will overtake television, as video viewing habits continue to impact the fight for attention. This has led marketers to spend $29 billion globally on mobile video advertising. The appearance of 5G makes focusing on mobile all the more important, as the expectations arise that consumers, advertisers and publishers will see a dramatic change in how video is consumed. This will lead to more seamless, complex video ad experiences for mobile users.

“Mobile advertising continues to see monumental increases in spending, while still making strides towards greater transparency and returns, which is hugely important for publishers and advertisers. That said, the industry is only now learning how to properly take advantage of in-app header bidding, which has led to more obstacles,” explained Paulina Klimenko, SVP, Corporate Development and GM, Mobile at PubMatic. “In order to find success, app publishers should consider the differences in header bidding between desktop and in-app and how the implementation efforts will impact their dev teams.”

Despite mobile advertising’s massive growth, spend within Android apps is down 17% year-over-year, while iOS has seen an increase of 68%. Most recently, Google blacklisted 6 apps from a major app developer for large-scale fraud, reflecting a trend of ad fraud schemes targeting GooglePlay apps. To avoid fraudulent apps and sophisticated invalid traffic impressions, marketers’ tactics have shifted inventory to in-app PMPs.

Programmatic, the automated buying and selling of digital media, is an intrinsic aspect of the advertising industry in North America and Europe, but there’s still room for growth in the Asia-Pacific (APAC) region. As mobile connectivity and mobile phone users has grown in APAC, the region’s advertisers and agencies are seeing the benefits in targeting mobile-first consumers through automated buying, though at roughly different paces.  With 359 million new mobile users coming in the next half decade, there is a greater urgency to adopt automated ad buying strategies in other parts of the world. Source: https://appdevelopermagazine.com/mobile-advertising-trends-to-watch-in-2019/