Taking a granular approach to all elements of digital advertising, from calculating user values to testing ad effectiveness, can help all of us unleash the potential of the app economy.
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In the past year, we’ve seen the greater awareness (and, consequently, media spending) devoted to digital video, mobile, programmatic buying and selling of ad inventory, and social media take off in manners and volumes most of us wouldn’t have predicted. There’s no such thing as the status quo in rapidly growing technologies and media channels, and in 2013, records will be broken, and outmoded models will crumble. Here are 11 ways we predict the digital marketplace will really change in 2013.
Video RTB revenue will exceed Forrester expectations. Sure, we have an affinity to this, but Forrester has predicted RTB video spending will grow from $387 million in 2012 to $667 million in 2013. This might sound like huge growth, and it is, but it’s conservative given the conversation about programmatic buying and selling is picking up. RTB is a big part of programmatic in video. If people were surprised by the statistics around the rise of online video consumption in 2012, 2013 will be even... Read more
1. Cross-channel is the new Gangnam Style
Cross-channel is every marketers dream. Now we’re almost there. From mobile ad networks to RTB technology in display, the building blocks are there for companies to roll up and deliver truly great cross-platform (mobile, display, search, social, etc) marketing solutions. Mobile players will get into video, display players will buy mobile, IP video targeting tech will be used on TV and so on. The proverbial last-mile is TV. That final battle will set the stage for the war to win cross-channel advertising.
2. AdTech Rings the Bell
2013 will ring in with another big AdTech company going public - most likely Turn. The outcome of this IPO will influence the strategies of other leaders in display - companies like MediaMath, MediaOcean and Collective - on the follow-up. The battle for the ‘not-Google’ slot will heat up as traditional video and radio spend shifts online - fast.
3. Big Bucks for AdTech Leaders
RocketFuel started the wave of big funding at big valuations in the late stage AdTech market this year. While some prepare for the big show, others will be amassing war chests for the battle ahead. AppNexus will likely lead the pack on this front as they... Read more
Will the rise of Exchanges and Demand Side Platforms change the face of online media trading? More opportunities, but greater challenges!
Succeeding in the new age of digital media consumption will require aggressive adaption of current business models in order to suit the trends in the ecosystem in an efficient way that will lead to more revenue for publishers and better ROI for advertisers.
In today's rapidly evolving world of innovative technology, the need for creative solutions that would cut down costs, simplify processes, and increase transparency is drastically changing the digital media landscape. In online media consumption, the heat is on. An entire ecosystem is at the verge of loosing its traditional/classical structure. The emergence of Ad Exchanges and Real Time Bidding (RTB's), as an auction-based market place to trade impressions based on the model: "the highest bidder gets it" is an innovative technology that does not only represent opportunity but a challenge for buyers and sellers in the market place.
Demand Side Platforms 'DSP's', which in many ways provides advertisers with enormous benefits is becoming 'the talk of the industry'. Networks and agencies played an important middleman role in the old pre-buying model. In the new age of media consumption, actively serving clients using both models: the Pre-buying and RTB is crucial to survival and will be met with technological challenges.... Read more