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CTV ads outperforming those on other platforms, study shows #adtech #programmatic $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 4:12 PM on Monday, November 12th, 2018

By Andrew Blustein

  • A recent report from Extreme Reach shows that ads on connected television (CTV) are significantly outpacing ads on other platforms, most notably in terms of impressions and completion rate.
  • According to the quarterly report, CTV has held 38% of impressions by device over the past two quarters, followed by mobile, desktop, and tablet. Mobile impressions are the second highest, at 31% in the third quarter.

Average video completion rate in the third quarter is at 82%, a 14% climb year-over-year. By device, CTV completion rate is at 95%, 10 points higher than the nearest platform. The report noted, “Viewers tend to be committed to the content they choose to watch on connected TV and they often do not have the option to skip the ads.”

Extreme Reach chief marketer Melinda McLaughlin highlighted the captive audience CTV garners, and how viewers are committed to the ads they come across.

“While you can’t necessarily skip or fast-forward ads on CTV, you can absolutely abandon it and turn it off,” she said. “What we’re seeing in general in these numbers is [a] swing back to 30-second ads in a world that everyone thought [that would never happen.]”

According to the report, 30-second ads held 55% of impressions in Q3 when compared to six- and 15-second spots. That’s a 28% jump year-over-year.

With impressions up and 30-second spots resonating, McLaughlin said there’s value in the space, but “content providers have yet to completely figure out how to monetize it.”

Bruce Biegel, senior managing director at consultancy Winterberry Group, told The Drum that with cord-cutting on the rise, CTV is the only way to reach many future-spenders. He said the industry will see a reallocation of spend as the ad buying process gets simpler.

“Demand still outstrips supply,” Biegel said. “As inventory becomes available, as media buying becomes more programmatic and easier, we will see more of a shift in spend. But it will never all shift, and part of that is because when you think about real-time events, typically they do well in a shared environment.”

Although live programming still provides value to linear TV, it doesn’t offer the same kind of targeting and addressability that CTV does.

“You have more data that you’re capturing across devices. If you’re doing people-based marketing, you can start to follow segments and individuals from device to device to see what they’re consuming,” said Biegel.

Liveramp’s TV general manager, Allison Metcalfe, added that people-based measurement “is critical to understanding whether CTV advertising lives up to its hype.

“Ads delivered across the Roku platform were 67% more effective per exposure at driving purchased intent than ads on broadcast and cable television,” Metcalfe said, citing a report from Roku.

Both Metcalfe and Biegel said brands are diving into the space.

“They are embracing this new frontier by testing even more audiences and data types, coordinating cross-channel campaigns, and measuring results,” Biegel said. “Now they can do true multichannel, multi-touch attribution.”

Biegel said many brands are still spending experimentally, but there’s value in the space across all verticals.

All of the experts noted that with lengthening ad times and cross-channel targeting, brands will have to invest more in effective creatives that appear across CTV devices, be it a television, laptop, or mobile phone.

Source: https://www.thedrum.com/news/2018/11/12/ctv-ads-outperforming-those-other-platforms-study-shows

INTERVIEW: How Good Life Networks $GOOD.ca serves video ads without using personally identifiable information $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 1:27 PM on Wednesday, October 3rd, 2018

Jesse Dylan, CEO & Director of Good Life Networks, discusses how their technology platform for ads creates brand safety by not using PII.

#Programmatic Is Fastest-Growing Part Of Digital Display $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 11:27 AM on Tuesday, October 2nd, 2018
  • Programmatic is the fastest growing segment of the U.S. digital display advertising marketplace
  • Projected to expand 26.3% to $46.55 billion, according to updated estimates released by eMarketer on the eve of Advertising Week in New York City this week.
  • That’s a slightly faster rate of expansion than the overall digital display market, which eMarketer projects will grow 25.4% to $57.42 billion

Programmatic is the fastest growing segment of the U.S. digital display advertising marketplace, and is projected to expand 26.3% to $46.55 billion, according to updated estimates released by eMarketer on the eve of Advertising Week in New York City this week.

That’s a slightly faster rate of expansion than the overall digital display market, which eMarketer projects will grow 25.4% to $57.42 billion.

The only digital segment growing faster this year, is essentially a form of programmatic advertising — search — which will expand 27.7% to $48.49 billion.

As part of the update, eMarketer also released new long-term projections for the major digital marketplace players, which shows Amazon continuing to gain market share.

eMarketer, which last month estimated Amazon will overtake Microsoft as the third biggest digital advertising platform after Google and Facebook will also cut into Google’s market share over the next two years, to capture a 7.0% share of digital advertising in 2020.

While Google will remain the overall market leader, Amazon also has, or is on the verge of supplanting Google’s YouTube division.

Source: https://www.mediapost.com/publications/article/325846/emarketer-programmatic-is-fastest-growing-part-of.html

CLIENT FEATURE: Good Life Networks Inc.$GOOD.ca Increases Second Quarter Revenue YoY by 123% to $3.4M $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 10:07 AM on Friday, September 14th, 2018

GOOD:TSX-V

  • Second-quarter revenue increased 123% to $3,435,835 from the same quarter last year
  • Reported net income of $252,712, compared to a net loss of $353,632 in the same quarter last year
  • “Our year over year revenue growth for the second quarter was exceptional and further supports our projected revenue and earnings objectives for the full fiscal year,” said Jesse Dylan, GLN President and CEO

Hub On AGORACOM

Good Life Networks Inc. is an advertising client of AGORA Internet Relations Corp.

Forrester: Video ad spending will hit $103B by 2023 #adtech $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 11:16 AM on Wednesday, August 22nd, 2018

  • Online video viewers will exceed 200 million in 2018, while TV audiences will reach 258 million, according to Forrester’s new Video Advertising Forecast provided to Marketing Dive.
  • Video ad spending is also expected to grow from $91 billion in 2018 to $103 billion by 2023. The total share of video ad spending will increase from 21% in 2018 to 34% in 2023. The study notes that while display video will account for 82.7% of online video ad spending this year, the pace of growth for social video is fast, with a 20.8% compounded annual growth rate through 2023.
  • TV Everywhere is expected to grow from 89 million users in 2018 to 111 million in 2023, while virtual multichannel video programming distributor users will grow from 24.2 million this year to 44.3 million in 2023.

Dive Insight:

The new Forrester research underscores how marketers are continuing to shift their digital marketing budgets toward video as viewership increases. The need to diversify spending toward video has been a long time coming as people grow accustomed to watching programming on their own time and on the platforms and devices of their choice.

Online video streaming is especially popular among younger consumers like Gen Zers, as members of the generation report spending 4.2 hours per week streaming content, according to MNI Targeted Media. Gen Zers, more so than other generations, also don’t mind seeing ads to learn about new products as long as the ads are relevant, per MNI’s findings.

This sentiment is in line with another key finding of the Forrester research, which shows that two-thirds of viewers don’t mind watching video ads to access free content. Seventy-two percent of those polled said that they would rather watch shows on TV that contain ads immediately than wait for an ad-free version.

Ad-supported, free online video is booming, with nearly 194 million people watching in 2018. However, marketers may want to capture that audience now, as Forrester predicts that consumers’ tolerance for video ads will wane, while paid streaming will accelerate.

Forrester’s findings additionally help signal why marketers have been boosting their investments in channels like advanced TV. Fifty-eight percent of marketers are investing in over-the-top or connected TV, 44% in programmatic linear TV, 40% in addressable TV, 35% in data-enabled linear TV and 32% in set-top box VOD, according to Advertiser Perceptions’ 2018 Video Advertising Convergence Report.

However, Advertiser Perceptions also found that many marketers poorly blend their digital video and TV strategies: Just 53% of respondents plan the two strategies together, and only 40% buy bundles from multichannel providers.

Source: https://www.marketingdive.com/news/forrester-video-ad-spending-will-hit-103b-by-2023/530657/

#ProgrammaticAd Buying Grows Steadily; #Amazon Top Spender $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 2:46 PM on Tuesday, August 7th, 2018
  • A recent study conducted by MediaRadar examined the state of programmatic ad buying in Q1 2018.
  • Found that three-quarters of all brands tracked placed programmatic ads during the timeframe, keeping the format on a steady growth path even with concerns about brand safety and transparency

BY Steven Wong

Additionally, MediaRadar found that, of the top 50 programmatic spenders, 94 percent were brands that were in the top 50 in 2017; these include Walmart, Microsoft and Verizon. Native programmatic ad buying is helping to drive growth, and spending on native ads placed programmatically increased by 10 percent year-over-year. Programmatic solves native’s two biggest issues, scale and an intensive sales process.

“The growth of native programmatic ads is two-fold,” MediaRadar CEO and co-founder Todd Krizelman told AList. “Native is up as a whole as more brands are finding the benefits of placing these ads, and the technology programmatic companies have to place native has also gotten better.”

Newcomers to the top 50 programmatic spenders include Progressive Insurance and Gap. Meanwhile, the top 10 companies comprised about 37 percent of the total spend for the group. Amazon ranked at the top at the top of the list, accounting for 10 percent of the total ad spend, which is 1.5x more than the second-place spender Microsoft.

The top 10 programmatic advertisers according to the MediaRadar study are:

  1. Amazon
  2. Microsoft
  3. Wayfair
  4. TaxAct
  5. Charles Schwab
  6. Weight Watchers
  7. Sprint
  8. Coors Light
  9. Geico
  10. Dell

Krizelman stated in the report that, “Despite concerns over transparency, advertisers continue to invest in programmatic. It is the preferred method for transacting media for many advertisers and it doesn’t appear to be changing.”

According to forecasts from eMarketer, $46 billion will be spent on programmatic advertising by the end of this year, with 82.5 percent of digital display ads in the US purchased through automated channels.

Source: https://www.alistdaily.com/technology/programmatic-ad-spending-grows-steadily/

#ProgrammaticAdvertising to drive digital out of home market to exceed more than $5bn by 2022 $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 11:02 AM on Thursday, August 2nd, 2018
  • The global digital out of home (OOH) market is expected to exceed more than $5bn by 2022 at an annual rate of 10% as a result of boost in programmatic advertising.
  • According to MarketWatch, the report by Market Research Engine states that the major driving factors of global digital OOH market are increased spending on programmatic advertising, increasing focus on business intelligence and rising market competitiveness and technological Innovations in display technologies.

Taruka Srivastav-28 July 2018 08:14am

Programmatic advertising empowers digital OOH market to exceed more than US$ 5bn by 2022 / Unsplash
The global digital out of home (OOH) market is expected to exceed more than $5bn by 2022 at an annual rate of 10% as a result of boost in programmatic advertising.

According to MarketWatch, the report by Market Research Engine states that the major driving factors of global digital OOH market are increased spending on programmatic advertising, increasing focus on business intelligence and rising market competitiveness and technological Innovations in display technologies.

Meanwhile, the increasing trend of online/broadcast advertisement is the restraining factor. The opportunities for global digital OOH include the rising demand for internet of things (IoT) and emergence of the cloud platform and increasing usage of virtual and augmented reality in digital OOH advertising.

Developing equipment suitable for all weather conditions and lack of standards for interoperability between devices remain the challenging factors of global digital OOH market.

Source: https://www.thedrum.com/news/2018/07/28/programmatic-advertising-drive-digital-ooh-market-exceed-more-5bn-2022

TechBytes with Nishant Khatri, VP Product Management, PubMatic – #ProgrammaticAdvertising is continuing to become the dominant force in digital #GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 11:00 AM on Wednesday, July 18th, 2018
  • In a programmatic ecosystem, the rise of header-bidding and fraud control measures is unprecedented and attracts more eyeballs than any other ad tech solution
  • Programmatic Advertising is continuing to become the dominant force in digital

In a programmatic ecosystem, the rise of header-bidding and fraud control measures is unprecedented and attracts more eyeballs than any other ad tech solution. Owning your programmatic solutions offers incredible benefits. Last month, leading SSP for digital advertising, PubMatic, unveiled the PubMatic Cloud for Publishers and tech companies. This would enable PubMatic’s customers to achieve full transparency and achieve greater control over their programmatic monetization. Nishant Khatri, VP, Product Management, PubMatic discusses the company’s short and long-term product roadmap and few key takeaways from the recently published PubMatic Quarterly Mobile Index (QMI) Q1 2018.

Tell us about your role at PubMatic and the team and technology you handle.

I have been with PubMatic since 2015 and currently serve as VP of Product Management. I oversee the teams that focus on developing solutions for header bidding and wrappers, ad serving, quality (both ad and inventory quality), as well as mobile advertising.

What is the state of automation for Digital Advertising? What does your product roadmap for 2018-2020 look like?

Programmatic advertising is continuing to become the dominant force in digital advertising, with eMarketer estimating that four in five US digital display dollars will be spent on automated channels in 2017. Much of this growth is the result of brand ad budgets flowing to digital. The market shift has also resulted in the digital ad tech ecosystem moving towards a focus on transparency, quality, and publisher control. Additionally, we are seeing a move towards automation to further address these industry-wide concerns. In order to scale effectively, digital advertising will see a continued move towards automating critical processes to maintain compliance, improve analytics and more.

At PubMatic, we are continuing to address the changing market needs with products that help publishers and advertisers prepare for the automated and programmatic future. Our roadmap includes growth in existing technology, such as header bidding for more channels; investment in partnerships with MRC-accredited vendors to ensure ad and inventory quality; development of automated tools to improve our clients’ ease of use; and of course, innovating solutions for the future needs of digital advertising.

What are the key takeaways for advertisers from your recently published PubMatic Quarterly Mobile Index (QMI) Q1 2018?

Our most recent QMI shows that in-app and video monetization are the most important areas of opportunity for publishers and advertisers in the next 12-18 months, given that consumer interest and engagement is highest for those categories.

For in-app, our data showed quick growth in-app advertising last quarter. In reviewing PubMatic’s inventory, the US saw the largest growth with an increase of 90% YOY in Q1. The verticals that saw the most growth, up to triple-growth rates, were technology, news, and entertainment and leisure.

PubMatic expects video monetization to become more mobile-driven. Mobile video ad spend in Spain, Australia and the US, for instance, rose by double-digit rates in Q1 2018. However, given the growing number of mobile video viewers in markets like India, for example, we expect to see significant mobile video ad spend growth in more nascent markets soon.

How could marketing teams better utilize these findings to improve their customer conversions from mobile advertising?

The Q1 2018 QMI highlights the relevance mobile devices hold for marketers. In fact, mobile app impressions monetized through the PubMatic platform rose 84% YOY worldwide in Q1 2018, tripling the 28% YOY growth in mobile web volume.

Marketing teams should continue to focus on the mobile experience, particularly personalization, connectivity and protection of battery life when using the app. With the projected continued growth for mobile app use, a positive user experience will be vital to increased customer conversions.

Tell us about PubMatic Cloud?

PubMatic Cloud is a newly released customizable platform-as-a-service (PaaS) that provides publishers the benefits of a proprietary solution, out of the box. This platform was developed in response to the industry-wide trend we are seeing of publishers bringing programmatic technology in-house. In fact, AdWeek estimates 86% of brands plan to take some of their programmatic spend in-house in the coming months.

While this could result in more publisher control and auction transparency, it presents new risks of inefficient rev share models and taxing internal resources to maintain the technology. PubMatic Cloud offers publishers an alternative, quickly providing a fully-supported and DSP-integrated programmatic solution. It allows publishers full transparency, complete control of user experience and a more efficient infrastructure to improve monetization.

To what extent can digital advertising analytics further boost ad-driven sales?

Analytics is the backbone for marketing technology, especially when it comes to programmatic advertising. We believe analytics empower advertisers to make smarter decisions with real-time intelligence, visibility into campaign performance, and easy-to-use reporting that can improve return-on-ad spend (ROAS). PubMatic also makes detailed information available on the success of advertising tactics across ad formats, channels and screens. These real-time insights allow advertisers to optimize transactions and improve monetization.

How do you work with Data Science and AI/ML to improve your adtech platform?

We use data science and machine learning to develop complex algorithms to solve difficult non-linear problems. The focus is on real-time bidding related problems including recommendations for the best floor value for publishers, bid throttling, predicting traffic, and estimating unique users.

We use data science and machine learning techniques to look at large amounts of data to solve these problems. PubMatic collects the appropriate data, transforms it, researches algorithms, develops and studies prototypes and models, and then we produce solutions. There is always a trade-off to make between the research we do in developing algorithms and the production of the solutions. Finding this balance, and future-enabling our platform with these processes, allows us to provide quality experiences for our partners.

Thanks for chatting with us, Nishant.

Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at [email protected]

Source: https://martechseries.com/mts-insights/tech-bytes/techbytes-with-nishant-khatri-vp-product-management-at-pubmatic/