Summer is crawling to its unofficial close -- Labor Day is Monday -- and like last summer, I have provided a rundown of what occurred in the programmatic space these past few months. The summer months may seem slow at times, but the programmatic space was moving full steam ahead -- most notably in the area of M&A marketing industry consolidation. Let's take a look.
Live Nation, a live events promotion company, this week announced the appointment of Mike Finnegan as VP of programmatic and product innovation. "Real-Time Daily" caught up with Finnegan and Jeremy Levine, SVP of digital sales at Live Nation, to talk about the company's decision to enter the programmatic fray.
Marketers spent the most on mobile RTB campaigns between 7 p.m. and 9 p.m. (ET) last quarter. This indicates that "prime time" for mobile devices is similar to prime time for TV. (It's also representative of the fact that most TV watchers also have a smartphone in hand -- 80%, in fact, according to Nielsen Social.)
It was 32% cheaper to buy ads on social channels in Q2 compared to Q1, per Neustar's Q2 2014 Media Intelligence Report, released today. As was the case with previous Neustar reports, social channels were the best for "reach efficiency" in Q2 (i.e., cost to reach desired audience). It's 70% cheaper to reach your audience on social channels, per the report.
Last week's Social Media Insider Summit and Mobile Insider Summit both touched on Facebook and Twitter, and what the two competitors offer marketers in terms of ad stacks. And while Twitter and Facebook are rivals on the social media field, both have created a niche.
Real-time marketers want to be with it. They want to tweet about the show consumers are watching or send a Facebook message about tonight's event. In short, real-time marketers want to get buddy-buddy with their audience, and the easiest way to do so is via social media. Be wary, however, of invading the audience's personal space.
Dale is Old English for valley, although they still use the term up in Yorkshire, England where I spent most of the last two weeks walking down them, up some fells and across amazing heather covered moors as I hiked England's coast-to-coast trail from the Irish Sea to the North Sea. It's a fitting subject for RTBlog for several reasons -- especially my belief that we all need to disconnect from the real-time grid in order to experience time as humans were really meant to. You don't have to hike across England to do that. A long walk anywhere should …
Mobile advertising is growing, but how are marketers measuring it? At the Mobile Insider Summit in Lake Tahoe, Calif., a group of panelists noted that mobile marketers don't have an "attribution story." In other words, they can't ooh and ahh their c-suites with mobile advertising as an additive to existing campaigns because they don't have the numbers to back it up.
Madison Avenue is swimming in "dark pools," and consumers are turning the lights off themselves, at least in social. Speaking at the Mobile Insider Summit on Monday, Richard Rabbat, Tango's VP of platform, said consumers are moving toward what he calls "private social." Instead of publishing the "latest selfie" and watching the "Likes" rack up, Rabbat said, consumers are having more social interactions in private -- or in the "dark."
The recent Forrester Consulting study that says 62% of local publishers are using programmatic had another revealing insight: 11% of the 100 U.S. publisher respondents don't know if they are selling inventory via programmatic.