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Beth.technology Posts

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…

Beth Kindig Speaks at GamesBeat: How to Survive the Maturation of Mobile

Last week our Product Evangelist, Beth Kindig, attended GamesBeat 2015 to talk with Gordon Bellamy about the most essential task mobile game publishers face: the convergence of user experience with revenue. The title of the fireside chat was “Winter is Coming: How to Survive the Maturation of Mobile” and her answer was simple: it’s all about data. Beth Kindig: What data is important and why so? The single most important piece of information for game publishers is to know WHO is using their app rather than HOW people are using it, which gets the most focus today, according to Beth Kindig. There…

Beth Kindig Speaks on “Mobile Data in Video Brand Advertising” during Advertising Week

Last week Intertrust’s Product Evangelist, Beth Kindig, attended GamesBeat 2015 to talk with Gordon Bellamy about the most essential task mobile game publishers face: the convergence of user experience with revenue. The title of the fireside chat was “Winter is Coming: How to Survive the Maturation of Mobile” and Beth Kindig’s answer was simple: it’s all about data. What data is important and why so? The single most important piece of information for game publishers is to know WHO is using their app rather than HOW people are using it, which gets the most focus today, according to Beth Kindig. There are…

3 Surprising Brands Crushing Mobile Video Ads

It’s safe to say that smartphones and tablets are the most intimate devices people own. With screen sizes expanding yearly, it has become popular to watch videos on mobile. Naturally, video advertisers are making sure to follow eyeballs to the small screen. But mobile advertising comes with its own set of rules, challenges, and perks. Because despite being a small screen, it’s right in people’s hands — and conversions are just a tap away. We thought we would nominate 3 compelling brands for their top notch strategy in the quickly emerging and highly addictive mobile video ad format. Number 1: Audi Audi fully embraced mobile…

Mobile to Claim 70% of Programmatic Display Market

Programmatic advertising has seen a stellar rise, more than doubling each year for the past two years. This year the share of programmatic will be over half of the total display advertising market. And as display advertising has shifted to mobile very rapidly, programmatic is no exception. In 2015, mobile will account for 44.1% of all US programmatic display, a market currently worth $10 billion. By 2016, mobile is expected to surpass desktop, claiming an estimated 56.2% of all ad expenditure. After experiencing tremendous growth of 243.4% last year, eMarketer predicts ad spend on mobile programmatic display will nearly double this year…

Overcoming the Limitations of Audience Targeting

As the migration from web to mobile persists, advertisers are realizing that the unique environment of mobile is not translatable to what was achieved on desktop. We are finding out that apps are much more transactional than previously estimated with evidence of a push towards messages (information) and video rather than standard advertisement displays, yet both still very dependent on consumer insights from device signals (such as location). All of these shifts place enormous pressure on the level and quality of mobile data being collected. To capture the data, APIs have become pivotal for mobile execution. This is another piece lost in…

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…