4 Mobile Trends to Watch
As a marketing professional, I spend a lot of time learning and educating on digital trends.
With the current rate of growth, mobile marketing has been one of the most exciting to monitor. The data on user adoption is changing almost daily, with consumers actively changing the way they consume, share, and publish. To keep up with these changes, brands and media companies are regularly making advancements that impact our industry.
For this column, I spent some time with my agency’s mobile strategy team to define the top four current trends.
More Data Capture, More Targeting
Advertisers have been able to target by location, content, and demographics for some time now. Recently “social targeting” and retargeting across mobile-enabled platforms has emerged. The new capabilities represent a significant opportunity to hone ad delivery. They also allow for greater customization of messaging. •Social targeting (e.g., partners like LocalResponse, Twitter, and Facebook): Scrapes social conversations tied to
location to target users. Great for determining very specific communication opportunities. •Retargeting (e.g., partners like Tapad, BlueCava, and Adelphic): Uses connected devices that require registration to trigger usage patterns. Technology can then serve ads based on data collected. The “Holy Grail” will be a connection point and solid data capture between all digitally enabled platforms (desktop, IPTV, phone, and tablet)…but you can’t be too greedy.
Content Is Adapting
Read more: ClickZ
Say Media Debuts Content Ads
Say Media is among the latest online publishers to adopt a “viewable” impressions standard for display ad campaigns.
The company, which operates a network of sites spanning categories like fashion, technology and food, has introduced a new ad format based on a cost-per-exposure pricing model that charges only for ads visible within a user’s browser.
The new Content Ads from Say Media use technology are developed in-house to recognize when an ad unit is viewable and are geared toward small and medium-sized businesses running ads against endemic content within its network.
Earlier this year, comScore released research based on a study of a dozen brand campaigns showing that nearly a third (31%) of online display ads are never seen. Studies by AdSafe and others have estimated that figure to be even higher.
Ads may not be seen for a various reasons, including a slow-loading ad, users not scrolling down far enough on a page to see an ad “below the fold,” or other technical causes. Say Media’s new ad format and exposure-based ad pricing coincides with a broader industry push to shift from the traditional “served impression” for campaign reporting to the viewable impression as part of the “Making Measurement Make Sense” (3Ms) initiative.
The effort by the Interactive Advertising Bureau, Association of National Advertisers and the 4As calls for a set of standards for measuring viewable exposures, among other things.
A Call for Transparency: Are Dynamic Price Floors Good for the Industry?
For years, the nirvana for digital display advertising has been targeting and efficiency that is as good as search advertising. Today, through dynamic, real-time bidding (RTB) and the emergence of technologies such as demand-side platforms, the industry is reaching this goal. It’s been exciting to watch RTB re-invigorate and grow the business of digital display advertising. Several years ago, I wrote several columns explaining how RTB works and received thanks and comments from many of you.
Today, as the uptake of RTB for digital display advertising grows, have you ever wondered how the markets operate behind the scenes? The ad
exchanges aggregate individual sellers and conduct the auction. They allow publishers to provide agencies and advertisers with direct access to their inventory. Companies like mine manage the bids for buyers through intelligent, algorithm-driven platforms.
From the outset, exchanges were designed to be open marketplaces where buyers and sellers could meet and clear bids efficiently and transparently. However, a troubling and potentially pernicious practice is emerging in the way some ad exchanges are running their auctions – one that I believe the industry needs to examine closely and discuss openly.
Understanding the new practice, somewhat euphemistically referred to as “dynamic price floors,” requires a brief overview of auction theory. Most ad exchanges operate on the principle of the generalized second-price auction. This has proven over time to be a highly efficient auction model for goods or services of uncertain value and short shelf life – which is a perfect description of digital advertising. A second-price auction results in lively bidding (which creates robust liquidity) and stable, long-term equilibrium prices.
DoubleClick Experiment Could ‘Re-imagine’ IAB
Google said it will run a DoubleClick for Advertisers experiment, with help from brand measurement research firm Vizu, that
could change the way companies measure brand lift from display ads.
The company will present the findings to the Interactive Advertising Bureau.
DFA experiments began in mid-2008, but this
could be the first with findings presented to the IAB that change brand lift measurements. The pilot aims to show that the use of experimental design principles — a research term — is a good way to address brand measurement challenges and to provide actionable insights to brand marketers.
Sherrill Mane, SVP of research, analytics, and measurement at the IAB, notes that if successful, the research could have far-reaching implications for the future of brand impact measurement of online advertising campaigns.
Surveys are a measurement tool already used by marketers to measure the effectiveness of a campaign, but, there are some challenges today with experimental design and how the responses are collected.
“We hope to move the industry forward by establishing a true experimental design form for this measurement,” said Sanaz Ahari, senior product manager at Google. “Online brand measurement for display is a pretty significant investment for the industry, and the IAB has been talking a lot about a solution around true experimental design, which is our focus.”
Read more: MediaPost
AOL To Debut New Campaign Platform
Investing further in ad services, AOL is expected to debut a centralized platform for campaign optimization, expansion, and real-time bidding capabilitiesTuesday.
The AdLearn Open Platform (AOP) — an extension of Advertising.com’s current AdLearn technology — is, in part, AOL’s answer to the rise of real-time marketplaces.
“With AOP, we are providing advertisers and agencies access to the power of our platform … as the industry evolves to real-time marketplaces,” said Ned Brody, Chief Revenue Officer at AOL.
Using the new platform, marketers can centrally manage campaigns across what Brody calls the largest market of real-time bidding inventory available, including all major RTB exchanges, as well as bidded access to AOL, Huffington Post and Ad.com’s inventory.
It also includes inventory from the recently announced display ad agreement between AOL, Microsoft, and Yahoo.Marketers will have the option to use the AdLearn Open Platform through self-service or managed service solutions
The State Of Rocket Fuel: CEO John Sees Impressive, Real-Time Bidding Impact
George John is CEO of Rocket Fuel, an online advertising technology company.
As part of its “State of…” series of articles with industry executives, AdExchanger.com spoke with John to discuss his company, his views on the space, and the state of Rocket Fuel today.
Click below or scroll down for more:
•RTB Impact On Display •The Ad Network & Company Positioning
•Revenue, Momentum •Trends Ahead for 2012 and 2013
•Mobile, Social And Rocket Fuel
AdExchanger: Are you seeing the impact you originally anticipated with real-time bidding (RTB) for PC‑based display?
GJ: It’s much better than I thought. If you consider the layers of sophistication around leveraging exchanges and liquid inventory, where “1.0″ was the original Right Media Exchange, and you’d log in and define your targeting rules and your bids, then “2.0″ was real-time bidding – but it doesn’t add anything to that style of buying.
Read more: AdExchanger