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Advertising Trends > Programmatic & Real-Time Bidding

The Biggest Challenge for Video Advertising Today is the Consumer Experience

April 12, 2017

Video advertising may be one of the most difficult channels to measure for ROI, but a new FreeWheel study [download page] says there's a bigger problem: the ad experience. At least that's the (slight) consensus among the people who should have some thoughts about this - decision-makers who've spent at least $1 million on video ads in the past year. Read more »

US Display Ad Viewability Benchmarks, by Unit, in H2 2016

April 10, 2017

Viewability continues to be a key concern for media buyers when planning digital campaigns. So what percentage of display impressions in the US actually are in view for at least 1 second? Integral Ad Science (IAS) dug into the data [download page] from its platform to reveal viewability benchmarks for various ad units. Read more »

How Much Riskier is Programmatic Than Direct Publisher Buys?

April 7, 2017

There's been a lot of talk lately about brand safety, owing in part to brands' ads being displayed in front of extremist videos on YouTube. Programmatic digital ad buyers indeed are prioritizing brand safety to a great degree, according to recent research. So how much riskier is it to buy programmatically than direct? Integral Ad Science (IAS) reviewed its data from H2 2016 to provide some answers in its latest Media Quality Report [download page]. Read more »

Programmatic Digital Ad Buyers Key In On “Brand Safe” Environments

March 24, 2017

The vast majority (81%) of programmatic digital ad buyers agree that ensuring a "brand safe" environment for advertising is a high priority, and an equal proportion feel that in today's fragmented digital landscape, using brand safe, trusted environments is more important than ever, per a Trusted Media Brands report [download page] that's timely given the recent furor involving Google brand safety. Read more »

Native Ad Spend Poised for Continued Growth, Majority Share of Digital Display Market

March 24, 2017

US native digital display ad spending is predicted¬†to¬†continue to climb through this year and next to exceed $28B, per new eMarketer estimates. In so doing, native ads are expected to take a majority share of all digital display ad spending this year, per the forecast.. Read more »

Where Are Performance Marketers Finding Challenges And Opportunities?

March 8, 2017

Marketers are allocating greater resources to target mobile users, according to a report from AdRoll [download page], which surveyed more than 1,300 marketers with heavy digital marketing spending. While the report suggests that mobile retargeting budgets are on the upswing, marketers are facing several mobile advertising challenges. Read more »

Top 20 B2B Marketing Charts of 2016

January 30, 2017

From content marketing and digital initiatives to demand generation, vendor relationships and programmatic advertising, our collection of 2016's top B2B marketing charts (B2C deck found here) presents an intriguing array of data from both strategic and tactical standpoints, giving B2B professionals insights that can help drive greater marketing effectiveness. Read more »

Mobile and Social Advertising Expected to Continue Strong Growth in 2017

December 22, 2016

Media, marketing and advertising executives continue to be bullish on the prospects for both mobile and social advertising, according to AdMedia Partners' 23rd Annual Market Survey [pdf]. More than three-quarters of the respondents to the survey, which polled close to 6,000 executives, expect social advertising buying and spending to increase by more than 10%. Read more »

B2B Marketers Plan Programmatic Advertising Spending Hike

November 14, 2016

dunbradstreet-b2b-marketers-programmatic-advertising-spending-plans-nov2016Almost two-thirds (65%) of B2B marketers in the US now buy and sell advertising programmatically, up from 54% last year, according to a recent survey [download page] from Dun & Bradstreet. The study is supported by recent research from Kantar SRDS similarly showing that roughly 2 in 3 B2B media buyers are now at least sometimes buying digital display advertising programmatically for their campaigns. Read more »

Digital Media Buyers Evaluate Their Most Important Ad Tech Criteria

October 10, 2016

flashtalking-ad-tech-evaluation-criteria-importance-oct2016When managing digital media campaigns, data transparency and access (95%) is the most important criterion considered by buyers when recommending ad technologies to clients, according to a recent study [download page] from Flashtalking. The report details the "balancing act" for marketers dealing with so-called walled gardens. Read more »