Nearly two-thirds (64%) of marketers turn to ad tech providers for data into the latest trends and best practices in online advertising, while only 35% turn to independent researchers and 26% to governing bodies. This leads to the majority of marketers basing "important business decisions" on what could be biased data.
News America Marketing's announcement that it has partnered with OwnerIQ to develop a way to target shoppers online with coupon offers brings programmatic ad tech use cases full circle. We've gone from from digital display to video, mobile, social, radio, television, print and now coupons -- delivered via digital display.
The brain and how it subconsciously responds to advertisements has been the name of the game this week. Rocket Fuel, a programmatic ad firm, on Thursday released new research that claims that ads with red backgrounds average 31% higher conversion rates across all platforms.
Jim Nail, a principal analyst at Forrester Research, recently issued a note on the Nielsen-eXelate deal, stating that he believes the move signals Nielsen's recognition of "TV's impending addressable future." It's an interesting stance, considering many others in the industry contend the move is more about Nielsen's digital plans. "While a fully addressable TV future is still several years away, Nielsen has made a preemptive acquisition to protect its central place -- as the established standard when it comes to audience measurement and targeting -- in the TV ecosystem," writes Nail in his note. "Real-Time Daily" caught up with Nail:
Native ads on mobile sites receive twice as much "visual focus" from consumers compared to banners on mobile devices, a new report claims. That's according to a new Sharethrough-commissioned Nielsen study. The results were gathered after a year-long study of how consumers "visually processed" mobile ads. Nielsen's Neuro lab used eye-tracking technology and neuroscience to track subconscious brain signals during tests.
Programmatic and native have been converging, and Conde Nast wants in on the action. Conde Nast's Food Innovation Group, comprised of "Bon Appetit," "Epicurious" and a network of around 80 partner sites, on Tuesday announced it has tapped TripleLift, a native programmatic ad platform, to create a private marketplace for native advertising.
A recent study from Nielsen's Neuro division found that changes in Twitter TV activity -- tweets around live airing of prime-time broadcast and cable TV shows -- correlates strongly with brain activity, chiefly emotions, memory and attention. Per MediaDailyNews, this is the case 79.5% of the time. "In short, it means that increases in conversation on Twitter during live programming signal that there is high engagement with programming among the general viewing audience," writes Nielsen.
While this blog space is typically dedicated to ad technology -- the acronym soup of programmatic's RTB, DSP, SSP and more -- coexistent (and often overlapping) is the world of marketing technology. eMarketer has released a new report focused on the marketing technology space and the nine marketing tech trends of 2015. The report is based on over 20 interviews with marketing professionals and analysis of third-party data collected from over 30 sources, per eMarketer. Several of the trends apply to the programmatic ad world as well.
Sites that contain a hefty amount of fraudulent traffic, naturally, give advertisers little bang for the buck. But new research suggests that's not just because of the fake traffic. The actual humans that visit sites with higher levels of fraud traffic don't perform well either, contends Fraudlogix, a fraud prevention firm for programmatic marketers. A new report from the company highlights how programmatic marketers aren't properly accounting for fraud in their budgets.
Denise Colella, CEO of digital ad tech firm Maxifier, was curious: How many female ad tech leaders are there? Colella worked her way up the chain at Maxifier after joining the company in 2011 as chief revenue officer. She was later promoted to president before being named CEO in the fall of 2013. As a female ad tech leader herself, she felt she didn't run into too many others. So she dug up the LUMAscape chart and began looking up each company's leadership teams and board members (if they could be found).