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Advertising Trends > Programmatic & Real-Time Bidding

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 »

Search Marketers See Social, Mobile Rising in Importance

October 6, 2016

hanapinmarketing-search-marketer-budget-increases-oct2016Text ads (86%) and remarketing (65%) are considered the most effective PPC channels by search marketers, finds Hanapin Marketing in its latest annual State of PPC report [download page]. But not far behind, mobile (56%) and social (42%) are gaining steam, with these channels increasing in perceived importance and seeing planned budget hikes. Read more »

Top 10 Marketing Charts of the Month – July 2016

August 15, 2016

MCTop10Jul-16-EntryThis month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; youths' biggest purchase influencers; most hated online ads; marketers' biggest challenge; CMOs' evolving role; the rise of social media stars; top Gen Z shopping categories; e-commerce site purchase timing; leading personalization tactics; and planned martech investments. Read more »

As MarTech Understanding Becomes Critical, Where Will Marketers Invest Next Year?

July 25, 2016

DataXu-Increasingly-Important-Skills-Senior-Marketers-Jul2016Behold the marketing technologist: about 2 in 3 marketers in the US and Europe believe that understanding marketing technology is becoming increasingly important for successful senior marketers. That's according to a new report from DataXu [download page], which finds 66% of respondents saying that their company currently has a Chief Marketing Technologist in place. Read more »

Video Ad Viewability Rates Across Devices And Countries

July 25, 2016

Google-Video-Ad-Viewability-Rates-by-Device-in-2016-Jul2016Video ad viewability seems to be improving from last year, reports Google in its 2016 Global State of Play report [pdf]. Some 66% of video ads were viewable on the web and in apps (excluding YouTube) across devices in April 2016, up from 54% in the year-earlier period. However, last year's study omitted mobile apps, so it's unclear to what extent their inclusion in this year's edition impacts the findings. Read more »

As Marketing Complexity Rises, Where Are Marketers’ Biggest Digital Gaps?

June 15, 2016

SoDAForrester-Digital-Marketing-Skills-Gaps-June2016The vast majority (84%) of marketers believe that the level of complexity faced by marketing professionals over the next 5 years will be high (55%) or very high (29%), per results from the latest iteration of the SoDA Report conducted with Forrester. While respondents tend to see more complexity on the horizon as they did in last year's report, they also feel more prepared. Read more »

Roughly Half of Desktop Display Ads in the US Were Viewable in Q1

June 6, 2016

comScore-Desktop-Display-Viewability-Rates-in-Q1-2016-June2016The majority of desktop display ads worldwide were not viewable in Q1 2016, reports comScore in its recently-released Global Advertising Benchmarks [download page]. Viewability across the countries tracked ranged from a low of 39% in Australia to a high of 50% in Canada, with the US' rate coming in at 48%. Separately, Integral Ad Science reports that 52% of display ads in the US were viewable in Q1. Read more »

Ad Clutter? Vast Majority of US Traffic Lands on Pages With 3 or Fewer Ads

June 1, 2016

IntegralAdScience-US-Display-Ad-Clutter-in-Q1-May2016Ad clutter is generally "under control," reports Integral Ad Science [download page] in its Q1 2016 US Media Quality Report. The study shows that roughly 1 in 7 (13.9%) of impressions at US websites are served on pages with 4 or more display ads, but only 3.4% of impressions are served on pages with at least 6 ads ("high" or "very high" clutter). Read more »