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Month: August 2015

Brand Advertisers: How to Hit KPIs on Mobile Programmatic and Mobile Video

Mobile is making headlines as the hottest space in advertising. Just this week, Audi reported 80 percent higher completion rate on a Le Mans racing ad campaign using vertical video creatives.  Ad budgets from many brands, including NBC, AT&T and Target, are steadily shifting towards mobile, and by next year, mobile will consist of over 50% of all digital advertising. However, there are still many challenges when it comes to advertising on this medium. For example, over 80% of time on mobile is spent in apps. This brings challenges for measuring effectiveness of campaigns as apps essentially form data silos. In addition, mobile ads…

How Data Drives Mobile Programmatic

The two main methods for programmatic buying is real-time bidding (RTB) and programmatic direct. The auction-based approach of RTB is very dominant, accounting for over $9 billion of the $10 billion spent on programmatic. This trend is expected to change on mobile, with programmatic direct expected to reach 42% or $8.57 billion in 2016 (compared to only 8% this year). With the influx of ad spend, data will become the force which drives audience-centered programmatic into the mobile ecosystem. The large-scale and complex execution of enterprise-sized campaigns will necessitate data platforms along with smaller marketers who will come to rely on…

85% of CMOs Say Efforts at Implementing Cross-Channel Marketing Strategy are Thwarted by Access to Data

Despite the fact that companies are gathering more data than ever, 85% of CMOs say they struggle to effectively access and utilize this data in a meaningful way. This is one of the findings from a survey by among 223 CMOs that spend over $5 million on digital marketing. Stunted accessibility is partly caused by the usual suspects, such as a lack of appropriate technology and talent, but another major headache is that data is often locked up in silos.  For example, desktop display advertising campaigns cannot be tied together with social media data, email campaign data, or mobile app…