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Digital Advertising Trends—Programmatic, Big Data, Native, Viewability


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Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.

Published in: Marketing, Business, Technology

Digital Advertising Trends—Programmatic, Big Data, Native, Viewability

  1. 1. Digital Advertising Trends— Programmatic, Big Data, Native, Viewability The webinar will begin at 1:00 PM ET You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select “Use Telephone” after joining the webinar. To join using your telephone, dial the conference number and provide the access code noted in your control panel. You will receive an email tomorrow that includes a link to view the deck and webinar recording. Presented by: Lauren T. Fisher Analyst, eMarketer, Inc. May 22, 2014 sponsored by Twitter Hashtag: #eMwebinar
  2. 2. Digital Advertising Trends— Programmatic, Big Data, Native, Viewability May 22, 2014 Lauren T. Fisher Analyst sponsored by
  3. 3. 1. Viewer Window 2. Control Panel Type your question here Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: Thanks to
  4. 4. Digital Advertising Trends— Programmatic, Big Data, Native, Viewability May 22, 2014 Lauren T. Fisher Analyst sponsored by
  5. 5. Agenda  Understanding the brand advertiser’s digital display dilemma  Trend No. 1 – Video, the IAB Rising Stars and native advertising  Trend No. 2 – Viewability  Trend No. 3 – Location-based data and TV data  Trend No. 4 – Programmatic direct
  6. 6. The Brand Advertiser’s Digital Display Dilemma
  7. 7. TV might still be the biggest screen, but it is beginning to lose its status as the primary screen
  8. 8. But it can be a tough transition for brands from this:
  9. 9. To this:
  10. 10. Video, the IAB Rising Stars and Native Ads
  11. 11. Brands are taking two distinct paths to enrich the digital display ad experience
  12. 12. Video and the IAB Rising Stars
  13. 13. Bigger and richer, more dynamic ad units will steal share from static banners as brands favor their use for greater storytelling power
  14. 14. “It’s those big, rich media units that have enough canvas to tell a brand story. They have video in every ad, or they have social engagement and content in every ad.” —Skip Brand, CEO of Martini Media
  15. 15. The Rising Stars are giving brands the ability to go from this:
  16. 16. To this:
  17. 17. Larger, more dynamic ad units often outperform static standard banner ads on key branding metrics
  18. 18. Performance benefits also extend to smaller screens
  19. 19. Video ads in particular appear to make a bigger splash on smaller screens
  20. 20. Native Advertising
  21. 21. What is native advertising?  Native ads: – Mimic the content space around them – Appear outside traditional ad positions – Are labeled to indicate they are not editorial content – Are paid media as opposed to earned media  Native ad types include: – In-feed units – Paid search – Recommendation widgets – Promoted listings – In-ad units with native elements – Other custom implementationsSource: IAB Native Advertising Playbook, Dec 2013
  22. 22. Example of native advertising: BuzzFeed
  23. 23. Example of native advertising: Etsy
  24. 24. “You want the engagement. You want those clickthroughs. Many of the static banner ads that you see, for whatever reason, don’t work anymore. But native ads are very effective.” —Tim Clark, head of brand advertising at SAP
  25. 25. The relevancy gained from native advertising can boost branding metrics
  26. 26. Social media ads are by far the most common type of native ads Source: AdMedia Partners, Jan 2014
  27. 27. In the US, social media native ad spending will increase 61% between 2014 and 2017
  28. 28. But the adoption of native and richer ad formats affects more than ad budgets “The Rising Stars are moving in from the right rail into the content well, breaking down barriers. Native advertising is further breaking down the wall between the right rail and editorial. Both of these trends mean that we’re never going to go back now that advertising is in the content well. We’re never going to be able to push it back to the margins.” —Peter Minnium, head of brand initiatives at the Interactive Advertising Bureau (IAB)
  29. 29. The bottom line:  To meet branding objectives, static banner ads won’t cut it  IAB Rising Stars and video ads offer a richer storytelling experience  Native ads provide greater contextual alignment and relevancy
  30. 30. Viewability
  31. 31. Richer, more relevant ad experiences are only effective if they can be seen  Display ads worldwide in view (Q1 2014): – 71.5% publisher direct – 47.9% ad networks – 51.3% ad exchanges  Just 44% of US digital video ads in view (Q4 2013) Source: Integral AdScience, Feb 2014; Vindico, May 2014
  32. 32. Significant industry movement has been made in the last couple months  Media Rating Council (MRC) lifts its advisory on viewability and provides guidelines (March 2014): – Display banners: 50% of ad’s pixels in view for 1+ second – Video ads: 50% of ad’s pixels in view for 2 continuous seconds
  33. 33. Some posit the viewable CPM could soon be the de facto ad currency “This year in display will be the beginning of the era of validation. And whether that validation comes from Nielsen or Moat or comScore or another third party, it’s all about technology that validates that what brands bought is what they got.” —Skip Brand, CEO of Martini Media “ By the end of the year, buying based on viewable impressions will be the rule vs. the exception. There’s some real movement toward the viewable impression being the digital currency, and it’s coming from all sides.” —Scott Symonds, managing director of media at AKQA
  34. 34. But viewability benchmarks aren’t so clear cut— at least not yet
  35. 35. The bottom line:  Viewable-impression pricing is coming  Banners first, video and mobile second  Benchmarks have yet to emerge  Everyone will be affected
  36. 36. Location-Based Data and TV Data
  37. 37. It’s not just about seeing the message, it’s about the right person seeing it
  38. 38. In the past, web and other cookie-based data was the most common method of collecting key customer information
  39. 39. But this year, interest in non-cookie data is on the rise “ Industries are starting to see that just pixeling a site is useless. If you’re a CPG or a QSR, nobody is going to your website, for the most part. We’re starting to see greater interest from these brands in using location-based data or their CRM data to do more sophisticated modeling and cross-platform targeting.” —Andrew Pancer, COO of Dstillery
  40. 40. More companies are collecting location-based data
  41. 41. Mobile devices can be a rich source of location-based data  Mobile devices – GPS, geolocation – Shared-location data  In-store technologies – Beacons and NFC – QR codes – eReceipts – Purchase data
  42. 42. Location-based data is especially valuable to those looking to reach the right consumers in real time
  43. 43. In fact, reaching the right consumer is often about reaching the right screen
  44. 44. Brands see TV and the data it generates as critical to cross-platform efforts “ To the extent that we can provide more efficacy to audience targeting and real-time marketing in the digital web, that will continue to place pressure on how we can do the same in TV, whether that’s through set-top box or cable companies.” —Scott Symonds, managing director of media at AKQA
  45. 45. But for now, connected TV offers only a glimpse into overall TV data 96% 27% Source: eMarketer, Jan 2013; May 2014 Share of US population that will be a TV viewer in 2014 Share of US population that will be a connected TV viewer in 2014
  46. 46. The bottom line:  Reaching the right consumer requires more from big data than cookie data  Mobile-location data and connected-TV data provide both audience insight and a conduit for reaching consumers
  47. 47. Programmatic Direct
  48. 48. A quick timeout: Defining “programmatic direct” advertising
  49. 49. Marketers’ use of programmatic direct to both secure premium inventory and leverage consumer data is on the rise
  50. 50. Demand is steepest with programmatic guaranteed, a branch of automation used to secure upfront ad buys
  51. 51. Programmatic direct marries premium ad formats with rich customer data “Storytelling remains a big part of what marketers want and what supports the brands. And we’re seeing a big link between the storytelling and the data, because more and more marketers want to be able to do real-time storytelling in an omnichannel way.” —Curt Hecht, chief global revenue officer at The Weather Company
  52. 52. Again, it comes back to a greater desire to reach and resonate across screens
  53. 53. And for many, that will eventually include TV “We’re not just thinking about programmatic in digital means. We’re also thinking about how we can have a conversation on television from a programmatic perspective or use it to be smarter in our mobile, our social, our video or our across-the-board digital approach. It all needs to be cross-channel.” —Tamara Bousquet, SVP of media and head of programmatic activation at DigitasLBi
  54. 54. The bottom line:  The ability to combine audience data and premium display ads means greater visual impact and relevance  Programmatic will be vital for reaching audiences across the web and multiple screens
  55. 55. Key takeaways 1. Display is evolving to become a better storytelling medium as more brands inevitably migrate to digital. 2. Video, the IAB Rising Stars and native ads are calling brands away from static banners to offer a richer, more engaging storytelling experience. 3. To ensure ads are seen, brands look to viewability measures now and will turn to viewable CPM currencies in the near future. 4. Audience data offers greater assurance that ads are seen by the right consumer, and as mobile and connected TV data gain on cookie-based insights, that assurance will spread cross-platform. 5. Programmatic direct can pair premium ads with that rich audience data. Expect programmatic to be instrumental to reaching the right consumer on the right device in the coming years.
  56. 56. Leader in digital and mobile advertising technology
  57. 57. Multi-Screen Monetization Platform Ad Server Ad Exchange SSP Platform The OpenX ad technology platform manages revenue across any device.
  60. 60. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in:  The State of Digital Display 2014: An Industry Readying Itself for Brand Advertisers  Key Digital Trends for 2014  Native Advertising: Difficult to Define, But Definitely Growing  Programmatic Guaranteed: Meaningful Momentum Despite Murky Industry Definitions  Ad Verification: From Post-Campaign Reporting to Real-Time Quality Assurance To learn more: 800-405-0844 or Q&A Session Digital Advertising Trends— Programmatic, Big Data, Native, Viewability Sponsored by: You will receive an email tomorrow with a link to view the deck and webinar recording. Lauren T. Fisher