Links to relevant articles
- Video Optimization
- Programmatic TV Growth
- Display Gestate
- Native Video – Sharethrough
- Global – china
- Netflix, HBO, DirectTV, OnDemand, convergence of TV
- Mobile toolset
- publisher inventory
- spectator gaming
- multi screen
- Social FBX
- Vertical opptys (automotive, financial)
- Measurement, viewability, fraud, bots
- location, local, payment = (brand + direct) now
- ecommerce, billing
- Meta DSP
- The dashboard
- Programmatic 5%-20% of TV ads 2015
- Disintermediation In-house
- HP, Kellogg, Netflix
- C-level hirings and programmatic teams
- programmatic advertising, will rise more than 50% this year to $21 billion worldwide, according to a new forecast by Magna Global
- U.S. is leading global adoption of programmatic methods and will represent about half of programmatic transactions this year
- The promise of automation is to make advertising more relevant than it ever has been. It’s not just about streamlining buying processes or reducing media waste. It’s about telling a different story to consumers based on where they live or who they are.
- An emerging focus on ad effectiveness “We started off as an efficiency play,” said Mr. Fetters, describing the initial intent of Kellogg’s move. “We now want to pivot and start to focus on effectiveness. So how do we use all the capabilities that programmatic tools and data have to offer to begin to drive the effectiveness of our advertising.”
- .11 desktop-.25 mobile CTR on native
- scalability issue in dealing with multiple ad formats, publisher rules, content requirements, labor intensive
- 73% Desktop vs 27% Mobile buying
digital video advertising continues to grow rapidly. According to Magna Global, digital video is growing nearly 30% per annum and is forecast to be over $20 billion globally by 2017. Also, while the growth in digital video advertising is coming in part at the expense of other digital ad formats, it is now clear that large TV advertisers are beginning to shift real dollars into digital.
Two of our clients, Allstate and Mondelez, are on record with relevant declarations. Allstate has said from 2013 to 2015 that it will have shifted about 20% of its TV ad dollars to digital advertising. Mondelez, the world’s largest snack company with beloved brands like Oreo, Chips Ahoy, and Wheat Thins, has likewise indicated that they are targeting for 50% of their total ad budget to go into digital by 2016.
So it’s no longer a question of whether TV dollars will shift to digital. It’s just a question of how much of the $200 billion global TV ad market will shift and how long it will take.