Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "programmatic"
- A small portion of those delisted CTV apps sold advertising through open programmatic offers.
- Basis Technologies, provider of cloud-based workflow automation and business intelligence, has now been added to the list of ad-tech companies laying off employees.
- Long term, what's the plan for ads on local TV? Borrell Associates is estimating nearly flat results for U.S. local advertising -- up just 0.6% to $121.5 billion in 2023.
- Marketers invested an estimated $3 million in programmatic ad spend on delisted CTV apps in Q3.
- Strong double-digit percentage growth on U.S.-based AVOD services will slow dramatically by the end of this year -- at a 9% rate, says MoffettNathanson Research. The business is estimated to grow to $18.1 billion by 2025. "This includes $3 billion combined ad revenue from Netflix and Disney+," says Robert Fishman, media analyst, MoffettNathanson Research.
- AdTheorent Health recently announced the launch of Predictive Audiences for the healthcare industry. It allows programmatic advertisers to target audiences in a more precise, data-driven and less opaque manner than previously possible.
- In a fragmented, multichannel programmatic ad landscape, audio has emerged as one of the more impactful formats. But what are data-driven audio spots good for in the larger marketing mix? Are programmatic ad insertions as effective as traditional host reads? And how trackable and accountable has this medium become since the days of vague download counts? Spark Foundry's VP, Programmatic Consulting, Natasha Morris, shares best practices and learnings from Spark Foundry's work across many audio formats for a range of clients.
- OOH used to be a glorified real estate business where location and road-side visibility was the unique selling proposition. Programmatic then emerged as a transformative equalizer to the conversation. With a complete "through-line" view into what people consume beyond their home, brands have started to leverage the future of OOH and its connection to broader programmatic ecosystem. Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, illustrates how brands have executed within the programmatic marketplace to stitch together a "connected experience" of ad exposure. Physical Proximity is the driver as the consumer moves from gas stations, retail stores, business offices, public transit, biking paths, and ridesharing - all through OOH.
- Advertisers' increasing reliance on first-party data will materially change media planning, buying, and selling and re-establish foundational values that have been downplayed in the programmatic era. Eventually, it will put publishers on a level playing field with walled gardens, according to 68% of advertisers that Advertiser Perceptions interviewed in June.
- OTT spending is forecast to exceed $2 billion -- drawing strength from multiple business verticals, including political advertising. From 2022-2026, OTT will grow at a 14.3% compounded annual growth rate, second to digital TV owned-and-operated streaming and website advertisements sold by local broadcast stations.
- Open programmatic ad spending on connected television this year has risen 31% worldwide.
- Majorities of U.S. and UK advertisers surveyed indicate more granular content insights would motivate them to shift some linear budget to CTV.
- Retail media retains its lead when it comes to search, discovery and purchases. Here's why Amazon, Google, and eBay have become the top three destinations to search for products in the U.S. and EMEA, according to a recent ChannelAdvisor study.
- Forty percent of Roku apps and 30% of Amazon Fire TV apps have at least two bundle IDs, creating potential headaches for advertisers.
- Ad spending by the travel industry more than doubled from a year earlier, as consumers yearned to sightsee after being stuck at home during the pandemic.
- Brands turn programmatic on at the top of the funnel, but don't consider how it impacts the entire journey, according to Sam Huston, chief strategy officer at 3Q/Dept.
- Advertisers boosted their spending by 62% from a year earlier on Amazon's Sponsored Display ads during the two-day shopping event.
- The biggest moves will come with realignment as Jon Diament, Karen Grinthal and Greg Regis divide responsibilities among the company's more than 20 cable TV networks. Reports last month suggested the new Warner Bros. Discovery would cut around 30% of its ad force as part of the goal CEO David Zaslav outlined to investors, to achieve $3 billion in synergistic savings as a result of the merger.
- IBM launched an initiative as part of the Cannes Lions festival, bringing together agencies and rands to generate awareness and action to mitigate bias in advertising and marketing technologies.
- Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of marketing, internal organization and event onboarding customers.
- Traditional linear TV-focused political advertising continues to underdeliver large segments of voters, according to a survey by MiQ, a programmatic media company. In a survey of "hundreds" of political advertisers, MiQ said, "both Republican and Democratic advertisers missed between 25% and 40% of potential voters through their existing strategies, more than enough of a gap to make a huge difference in races with little to no margin for error."
- Brian O'Kelley, CEO and co-founder of Scope3, credited with the invention of programmatic advertising and the ad exchange, said about 3% or 4% of all energy use in the world powers the internet. And all those emissions are funded by advertising.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- KERV Interactive COO Marika Roque describes the reasons that advertisers are tied into programmatic buying, the best channels that work with CTV, how search can support CTV campaigns, and the promise of shoppable ads.
- Yearly growth in U.S. digital ad spending slowed from 62% in the second quarter to 21% in the fourth quarter on tougher comparisons.
- "Three-fourths of U.S. CTV display ad spending will transact programmatically in 2022," says eMarketer Senior Analyst Ross Benes.
- Managing campaigns now takes an average of nine types of software or digital platforms.
- Many marketing professionals said external regulation is necessary to make the advertising marketplace more open to scrutiny.
- Market fragmentation among "walled garden" outlets is one of the biggest challenges for marketers.
- Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred ad-buying platform.
