According to Statista, the global digital advertising expenditure is expected to reach $229.25 billion in 2017 and by 2020 it would grow to $335.5 billion. This shows positive signs for those who are into Internet advertising business. On the other hand, Econsultancy’s Patricio Robles has compiled updates on global brands cutting their digital advertising budgets. For example, Wall Street Journal has reduced spending on digital ads by more than $100 million in the last quarter and JPMorgan Chase has reduced the number of sites its ads appeared on from 400,000 to 5,000. Robles says, “That... [...]

With direct-buy programmatic campaign you can enhance your marketing revenues. Econsultancy writer James Cristal has shared three steps to setting up a direct-buy programmatic campaign. Cristal says, “The three-step process describes from the perspective of an advertiser, the best approach to setting up direct-buy programmatic campaigns… Step 1: Locate and understand your publisher There are a whole host of publishers out there to work with in a direct programmatic fashion. Hopefully as a brand your affiliate and partnerships channel is running with a high number of contactable publisher... [...]

According to Zenith Media, the programmtic ad market has been growing at an average rate of 71% per year for the past five years. The form of advertising is will reach $64 billion dollar in 2018. Econsultancy’s Jeff Rajeck has shared an article on how marketers deal with programmatic ads. He has reported the advice from Hari Shankar, MD at Escelis. Jeff says, “When programmatic is simplified down to how ads are served to web browsers, it is relatively straightforward. Publishers announce that they have an ad space to be filled and advertisers bid for the spot. The winning bid then... [...]

Grace Kaye says, “The question of where programmatic spend goes has stumped advertisers since the dawn of programmatic. I thought it was time to try to answer it, as simply as possible. I’m sharing this partly in response to the recent headline that “60 percent of programmatic spend is wasted.” Undoubtedly there are campaigns out there where this is true; in fact, the percentage is probably greater in some cases. However, for a well-run campaign, this should never be the case. Leaving aside ad misplacement, which I’ve already discussed at length in a previous article, let’s focus... [...]

Patricio Robles says, “In 2016, 73% of advertisers’ total display budgets were spent on programmatic. And for good reason: programmatic ad buying gives advertisers the ability to target specific audiences wherever they go across the web. But some advertisers are becoming more selective about where they’ll target consumers using programmatic platforms. For example, according to MasterCard CMO Raja Rajamannar, “we don’t want to be anywhere and everywhere.” He explained to AdWeek, “We stick to reputed sites. We don’t just go into programmatic and give... [...]

Patricio Robles says, “Programmatic continues to take over the digital advertising world, fueled in large part by advertisers who are enticed by the advantages programmatic offers, such as the ability to target audiences at scale. But what about publishers? How do they feel about programmatic? A survey conducted by ad tech firm Operative concluded that “when it comes to programmatic…publishers are from Mars, advertisers are from Venus.” While advertisers are increasingly spending through programmatic buys, because of the complex nature of the programmatic ecosystem, much... [...]

Lori Goldberg says, “In 2016, 73% of advertisers’ total display budgets were spent on programmatic. With those numbers expected to rise, advertisers need to pay particular attention. While the nature of programmatic itself is to streamline and create efficiencies inside the buying process, marketers need to keep the most important piece of this strategy front and center: the consumer. Without an eye for the nuance, or a thorough understanding of a few key components of programmatic buying, advertisers run the risk of making pitfalls that create negative experiences while wasting ad... [...]

Greg Sterling says, “According to IAB data out today, US advertisers spent $17.6 billion on digital ads in Q3. The trade organization said this was “the highest third quarter for digital advertising spending on record, and represents a 20 percent increase over the same time period in 2015.” It also represents a 4.3 percent sequential increase over Q2. The chart below shows internet ad revenue growth over the past decade. For the first half of 2016 the following were the US ad format spending breakouts: – Search — 50 percent – Display — 31 percent – Video — 12 percent –... [...]

Sean Donnelly says, “The first banner ad appeared on Hotwired.com, the original website for Wired Magazine all the way back in 1994. Since then, the time and attention that consumers have to see and consider advertising has reduced significantly. This is for a number of reasons. 1. Consumer trust Firstly, and perhaps most importantly, is the issue of trust. Before the advent of the World Wide Web and in particular the universal ability to publish, there was an asymmetrical relationship between sellers and consumers, particularly when it came to selling high value or technical products such... [...]

In a recent report on the Econsultancy blog, Maeve Hosea says, “Programmatic advertising is maturing across a variety of media. But what does the landscape look like, and what do marketers from Just Eat, the FT and Direct Line Group expect from programmatic in the future? The landscape New tech is ramping up efficiency for marketers in all areas, not least the advertising space. Programmatic display advertising allows brands to target adverts on a more granular level to specific demographic profiles and people with a perceived relevance for a given product. With multi-billion pound budgets,... [...]