Agencies Plan For More Programmatic, Still Unsure They Trust It

MediaPost: While ad agencies “are planning to increase their use of programmatic ad tech in 2015,” only a reported one in four trusts programmatic “to properly execute ad orders.” Programmatic adoption is increasing among agencies, however. 37% plan to carry out 10-20% of their advertising programmatically, up 7% over Q3 2014 levels. Read more…

Programmatic to Make Gain in Connected TV, OTT Video

eMarketer: US programmatic display spend grew 47.9% over 2014 levels. eMarketer predicts connected TV and other over-the-top video sources “being to funnel new inventory and advertising opportunities into programmatic,” riding the increase of US digital video ad spending. Read more…

Mobile Video On Track For Three-Quarters of Traffic

MediaPost: Mobile data traffic grew nearly 70% in 2014, and the video consumption accounts for the majority of the growth. In five years an estimated 75% of the content “that moves across mobile networks” will be video. Read more…

Mobile Is Still for Upper-Funnel Shopping Activities

eMarketer: While 79% of smartphone users and 86% of tablet users use their devices for consumer product research, fewer than seven in 10 actually purchase via a mobile device, suggesting that mobile devices—especially smartphones—are still “an upper-funnel affair.” Read more…

Facebook vs. YouTube: What Does Your Video-Ad Buy Get You?

Ad Age: Facebook video ads are “second to none in both segments and accuracy” due to the sheer amount of data the social network has on its users. YouTube cannot target with such specificity, and instead relies upon targeting via channel catergories. However, video ads on YouTube are more likely to be listened to than their Facebook counterparts. Read more…

What Are the Benefits of Marketing Automation?

eMarketer: Despite the complexity of marketing automation, marketer adoption has been “fairly rapid and widespread.” Marketing automation software revenues are estimated to grow from $3.65 billion in 2014 to $5.5 billion in 2019. Chief among the benefits of marketing automation is “improved lead management in the form of scoring, nurturing and segmentation, as well as email and campaign management.” Read …

Brand Demands Spur Rise in Ad Viewability

DM News: Display ads purchased programmatically exhibited a lift in viewability from 36.7% in Q3 2014 to 42.6% in Q4, according to analysis by Integral Ad Science.  The rise in viewability is attributed to the increasing pressure brand marketers are placing on networks and exchanges, as well as rising standards of network buys. Video viewability rose nine points quarter-over-quarter to …

Auto marketers’ challenge: building channels to reach mobile shoppers

Mobile Marketer: US retail vehicle sales are “poised to reach their highest level in years,” and the auto marketers that can target on-market shoppers via mobile devices will “be the winners in the automotive space this year.” 80% of auto-shoppers will use a mobile device at some point during their car-shopping process. Areas of focus for auto marketers this year …

Non-Human Traffic Not Rampant, Finds comScore, But It Still Plays A Role

MediaPost: A recent comScore study reveals that “for 79% of digital campaigns, non-human traffic accounts for fewer than 5% of the ads bought and sold.” The bottom 21% is reported to contribute 75% of an non-human impressions, suggesting that wasted ad spend could be greatly reduced with focused non-human traffic (NHT) detection and mitigation efforts on these campaigns. Read more…

In-App Advertising Opportunities Poised to Grow

Ad Age: The number of US mobile users willing to pay for apps is expected to decline in the next four years, incentivizing app developers to seek other monetizing models such as in-app advertising. Developers are also “experimenting with more sophisticated ad formats” including video ads. Read more…