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Category: AdTech

OTT is Eating Cable: Here’s How to Protect Streaming and On-Demand Video

Viewership of live-linear over-the-top (OTT) video is expected to surpass traditional broadcast TV1 within the next five years. The global OTT devices and services market will reach USD 165 billion by 2025 representing a massive increase over the decade from $29 billion in 2015 due to mobile devices and smart TVs2. OTT revenue will grow from $46.5 billion in 2017 to $88.4 billion in 20223. Subscription video-on-demand (VOD) comprises 40 percent of the OTT market with the majority of the revenue coming from the United States. By 2022, the SVOD penetration will be 132% of US TV households by 2022 with…

Is TV Advertising Dead? Ad Revenues Suggest Otherwise

Ideally, advertisers experience the same brand recall from TV combined with the audience-based targeting advertisers use in digital. By combining the best qualities of television with the addressability of digital, advertisers could have targeted, dynamic video ads in TV-quality streaming environments. Cord cutters are getting a lot of attention these days. Perhaps justified considering 95% of homes with TV have access to services that can be viewed on another screen, contributing to the lowest growth rate ever for worldwide pay TV subscribers. Globally, Asia-Pacific saw the biggest gains adding 2.4 million homes compared to the Americas which added 850,000 homes…

3 Trends in Digital Advertising

Digital advertising sales grew by 17% to $178 billion in 2016 according to Magna Global, and are projected to overtake TV as the largest advertising category. In 2017, digital spending will surpass linear TV spending with 36.8% of US total media ad spend coming from digital and 36.4% allocated to TV. Meanwhile, this is the first year that desktop ad sales did not see growth, and in 2017, desktop ad sales will be in a permanent decline. Digital Ad Spend is Growing – Mobile Dominates Not surprisingly, much of the digital ad growth is driven by mobile and video. Global smartphone…

Harnessing The Power of Mobile Programmatic Data

Mobile was cited by US marketers as the number one area of opportunity in programmatic advertising according to research from eMarketer. Brands who embrace mobile, and recognize its strength for speed and targeting accuracy will be able to harness the power of programmatic to its full extent. To accomplish this however, data must be introduced at campaign inception. With the introduction of a data programmatic platform, buying systems can access millions of data points across fragmented, yet valuable and relevant inventory to meet campaign KPIs. In this article we’ll take a closer look at what types of data are available and…

Innovations in Mobile Video

In 2015, global mobile data traffic reached 50.4 billion gigabytes, 50 times as much as in the year 2000, and is continuing its stellar growth in 2016. Especially in recent years, streaming video to mobile devices is a major contributor to this growth and will account for 75% of total mobile internet traffic by 2020. YouTube and, as of late, Facebook are the usual suspects where large amounts of mobile videos are consumed but today there are many apps that are experimenting with new formats that have become household names, especially among younger audiences. As a result, mobile video advertising is innovating…

Art Vs. Science: Why Data is Crucial for Ad Creatives

“Even the most siloed creative sitting comfortably under a rock has to bring data, and the insights that it provides, into their work to survive in the business of selling things.” –Cannes Lions Jury In recent years, there has been growing critique on the supposedly narrow focus of data driven advertising in the adtech industry. This critique usually stems from a firm belief that advertising is an art that does not follow rules and that doesn’t allow itself to be captured in frameworks. However, others have a more nuanced point of view and see the combination of good data and…

Combining Brand Advertising with Performance Marketing: Efficient Targeting at Scale

What do Mercedes, Loctite, Snickers, KIA, Skittles, and Doritos have in common? Normally very little, but in 2015 they all had a commercial spots during the Super Bowl. We all know these things do not come cheap; this year NBC asked a record breaking $4.5 million per 30 second spot. Super Bowl ads are world famous and a large part of the 114.4 million viewers that tune in actually watch it exclusively to see the ads. No wonder big brands go all-in during this most watched event of the year. A costly tradition Brand advertising is and always has been done primarily on traditional media such…

Time on Mobile Skyrockets, Brand Budgets Still Lag Behind

We love our mobile devices, that’s no secret to anyone. One survey even showed that a whopping 85% of people consider their mobile device to play a central part in everyday life. This is a huge number, especially considering we’ve only been sporting smartphones in mass numbers since the late 2000s. However, comparing time spent on mobile and advertising budgets shows an enormous discrepancy: while time spent on mobile is now more than TV, only 8% of budgets go to mobile vs. 70-80% for TV. Mobile surpasses TV Time spent on mobile is now 2 hours and 57 minutes compared to 2…