Recently the tech media was awash in panic over mobilegeddon – end times were nigh as Google was switching up its search algorithm to favor mobile-friendly responsive design sites. However, mobilegeddon has long meant something different to digital revenue specialists: publishers witnessing increasing amounts of mobile traffic with dwindling revenue in return.
Mobile monetization efforts have come a long way over the last few years, but publishers remain flummoxed while advertisers are dismayed by channel performance. I chatted with Opera Mediaworks’ Mark Fruehan to get a better idea of the current mobile landscape, how publishers are approaching...read full post
Upfront season seems like it never ends.
From late February to May, buzzed buyers are carted from garish affair to ostentatious event, plied at each with swag and booze (but of course!) while networks and broadcasters (and don’t forget web-based content providers) roll out celebrities and musical acts to ornament their upcoming programming. Between drinks and skits, deals are made, orders are signed and an unseemly amount of dollars is committed to ad spend.
While this tradition may seem like a bit of "Mad Men" seeped into the 21st century, the upfronts actually bear witness to a major development in the world of advertising – the convergence of digital and linear transactions. Broadcasters and networks are...read full post
At the beginning of 2015, 90% of U.S. households boasted three or more Internet-connected devices according to Ericsson, with an average of 5.2 devices per house.
These are households we’re talking about, not specific people with their own devices. However, Cisco predicts that by 2017 the majority of U.S. individuals will have five Internet-connected devices on average. Is it that far-fetched to imagine a nuclear home where parents and children all have their own primary laptops, tablets, smartphones,...read full post
The promise of private marketplaces is both alluring and straightforward. For brands, there’s the opportunity to reach engaged audiences of premium publishers with the efficiency of programmatic. For those premium publishers, there’s an opportunity to move inventory via programmatic, but at significantly higher CPMs than they can net in the open exchanges.
PMP proponents are quick to read off their advantages beyond the financial gain: they provide an avenue for buyers to transact with more intimacy and less friction than the open exchanges. In addition, creating a DealID is much easier than setting up a direct-sold campaign, says Jeff Mayer, Senior Analyst of Inventory and Programmatic Advertising at Whitepages, whose company has seen dramatic revenue growth from PMPs specifically.
In addition, a big...read full post
It doesn’t take a savant to see that digital video advertising is hotter than an industrial forge. eMarketer estimated that digital video ad spend hit $6 billion in 2014, and spend for 2015 will run somewhere around $7.7 billion. And within that, programmatic video spend will hit $2.8 billion in 2015 (37% of total digital spend) and increase the next year to $3.8 billion (40%). A 2014 industry survey suggested that more than half of digital publishers are making their premium video inventory available for programmatic buying.
Yet, premium digital video is still considered a scarce resource, and it’s arguable that supply is not meeting demand. While many video publishers can sell out of inventory easily through direct sales efforts, any publisher monetizing video must have a programmatic strategy in place considering the serious cash...read full post