Two big studies being released this week indicate programmatic is having a profound effect on media planning and buying.
Programmatic is projected to expand 26.3% to $46.55 billion, according to updated estimates released by eMarketer on the eve of Advertising Week in New York City this week. That's a slightly faster rate of expansion than the overall digital display market, which eMarketer projects will grow 25.4% to $57.42 billion. The only digital segment growing faster this year, is essentially a form of programmatic advertising -- search -- which will expand 27.7% to $48.49 billion.
For all the ways marketers target people -- demos, etc. -- character has rarely had a role on Madison Avenue. Until now.
One of the most interesting, refined startups I've seen in the "rewarded, opt-in" ad marketplace is Dabbl, an app that pays users a 5 cents credit per completed engagement. When users accrue $5 worth of value, they can redeem it for a gift card. Dabbl is all about testing, learning and delivering the best ROI possible for both sides of the marketplace: consumer and brands.
New scientific research indicates video may be less effective than standard or animated banner ads in terms of actually seeing or experiencing an ad's exposure. The research, conducted by Media Science for a study commissioned by Kargo, utilized neuroscientific methods to measure the biometric responses of 218 smartphone users to three ad formats: standard banners (300x50 and 300x250), animated units, and video units (various sizes). It should be noted that Kargo markets custom-animated units to the ad industry.
A real-time video dial-test of nearly 2,000 American viewers shows a polarization of responses to Nike's controversial Colin Kaepernick ad.
Weeks after a renegade digital ad exchange was forced to stop using a questionable new method to capture hundreds of millions of dollars worth of programmatic buys from advertisers, it's already thinking about resuming the practice. The method, which has been dubbed "bid-caching."
Data consumption per broadband household grew by nearly a third year-over-year, but it grew much faster among households still paying a flat rate to broadband providers.
Of all the existential issues Madison Avenue has had to grapple with in recent years, none seems so antithetical as new models that effectively bypass media altogether and treat the consumer as their own, first-person medium. And by that, I mean a "paid" medium. The industry has begun putting new-and-improved labels around the concept, calling it "rewarded," "opt-in," etc, but the bottom line is they are models in which an advertiser pays a consumer directly for engaging with and completing an ad experience.
They say a picture is worth a thousand words. But when it appears adjacent to the wrong editorial content, it can cost millions.