According to Carat’s Ad spend report the forecast for 2016 for Digital, states a significant increase in Mobile and online video with Programmatic being a key media technique. By the end of 2015 US market Programmatic transactions will account for 52 percent of non-search digital advertising spend, with predicted growth of 20 percent to continue for the next few […]
According to a research report by IAB, based on a survey of 1000 US Marketers and 11000 US Advertisers’ retargeting campaigns on AdRoll, Retargeting has emerged as the breakout marketing tactic. The single most important campaign goal for marketers using remarketing as the key tactic is Brand awareness followed by Engagement. Mobile is the key trend after Social Media impacting the Retargeting Campaign results.
92 percent of marketers report retargeting performs equal to or better than search, 91 percent equal to or better than email, and 92 percent equal to or better than other display.
71 percent of marketers spend 10-50 percent of their entire online ad budget on retargeting; up from 53 percent.
Social media is the single hottest topic in retargeting—mobile and cross-device retargeting comes in at #2.
Retargeting has expanded up the funnel. 70 percent of marketers use retargeting for brand awareness, 60 percent for social engagement, and 58 percent for customer retention.
Engage with Retargeting Creative That Resonates
Define the key customer takeaway. Determine the message you would like your audiences to walk away with. For Mobile the creative needs to be unobtrusive getting the message across in the quickest way possible, with images, bold fonts and clear messaging. The creative approach that is seen to work the best for retargeting, is simple that creates instant recall or has a humorous take on a situation.
According to IAB Mobile Programmatic Playbook, “The most popular native format for mobile, and mobile programmatic, is in-feed advertising. In-feed ads are those that appear within the user’s natural activity stream. This includes traditional ads, videos or branded/sponsored stories which appear within a publisher’s content feed”.
Mobile Programmatic buying is known to improve performance on campaigns with Fiksu data proving that programmatic averages are better for both native and other programmatic advertising.
• Interstitial ads convert at a rate 2x higher
• Interstitial ads have CTRs 1.5x higher
• Native ads convert at a rate 4x higher
• Native ads have CTRs 1.2x higher
In mobile programmatic environment native ads are available via select publishers or open exchanges that consolidate the mobile app and mobile web native inventory of many publishers. Powerlinks and Unruly are partnering to launch an industry first native advertising effort where users will see an in-content stream and in-feed native ads across all devices. According to a Press Release, ” Advertisers will be able to access every placement with one standardized set of creative assets, including a video, headline and sponsor message, which will automatically adapt Unruly’s In-Feed video ads in real-time to the design and layout of the publisher’s website through Unruly’s proprietary Liquid Layout Technology.
The real-time bidding (RTB) integration will allow advertisers to reach audiences with granular targeting using 1st and 3rd party data, keyword level context and dozens of other data points to deliver highly relevant messages and to optimize performance.
With viewability in the forefront of buyer’s minds, Unruly’s In-Feed placements only begin to play once in-view, making the inventory 100% viewable. The partnership will provide detailed reporting and will allow advertisers to make changes and optimizations in real-time, while also using PowerLinks proprietary learning and bidding technologies to achieve engagement and conversion goals”.
Continue reading “Mobile Programmatic and Native Video Ads Improve Campaign Performance”
According to eMarketer, the growth in programmatic local spend is going to increase multi-fold, with share of local digital ad spend in the US is likely to increase from 4.7 percent to 10 percent or USD 5 billion, being programmatic ad spend in 2015. By 2019, 61 percent of local digital advertisng spend, or USD 47 […]