In this world of instant gratification, speed matters. Speed is good. Speed is right. Speed works. Speed signifies success. Speed, ladies and gentlemen, is our obsession. We are constantly striving to be faster. Few industries are immune to this phenomenon, and fewer companies can survive if they fail to make speed a top priority across their organization.
For the third year in a row, we’ve monitored our marketplace to gain a deeper understanding of consumer behaviors and interests before, during, and after the big game. While consumer intent evolves over time, one thing stays the same: every brand can capitalize on Super Bowl intent - even those who aren’t dropping millions on commercials. Here’s how consumers across the country were influenced by one of the biggest advertising events of the year.
Today, most publishers have adopted header bidding as a cornerstone of their monetization strategy, and more companies are capable of bidding via the header, signaling the technology is here to stay.
The dynamics of content discovery are changing. From day one of the web, through today and likely always, getting people to your website from another website…and then sending them to someone else’s website, is the most important part of being successful on the web.
There’s been a lot of talk at the beginning of 2017 about the idea that all digital media spend growth is being directed at Google and Facebook. Jason Kint, from DCN, presented some numbers on the infinitesimal growth of EBGF (Everything But Google and Facebook). AppNexus’s Brian O’Kelly laid out a nice retort on the idea that Google and Facebook are eating ad tech. I agree with Brian. As he states, Google’s Display Strategy is a mess and Facebook is getting out of ad tech.
When it comes to targeting consumers, you’ve heard the refrain “right person, right place, right time,” which most marketers know has not been an easy task. In traditional media, marketers have used time as the primary trigger to drive messaging.
In the days following the presidential election many people have asked “How did nearly all pundits get the outcome so wrong?” From Fivethirtyeight.com to the New York Times the Election Day models showed Hillary Clinton with a projected probability to win from the mid 60% to over 80%. And yet, when Election night became the next day it was Donald Trump that reached the requisite 270 electoral voters.
These are indeed challenging times for publishers. Faced with increased competition and declining revenues, it may be tempting for publishers to take short cuts to improve performance for advertisers and increase revenue for themselves.
Advertising Week New York 2016There has been a groundswell of enthusiasm in digital ad circles of late regarding the rise of the omnichannel programmatic advertising opportunity. Marketers are beginning to focus increasingly on the importance of consolidating video, display and mobile channels in a seamless, integrated way that doesn’t hurt user experience.
What are shopper marketers doing to make sure their message is getting to every back-to-school shopper at the exact moment they’re ready to make a purchase? We met with a lot of them at IRI’s annual Growth Summit in May and they were eager to share how their methodology and tactics are changing to match the consumer mindset - especially during critical shopping seasons like back-to-school.