Amy Gesenhues says, “The IAB reports total global mobile ad revenue in 2014 reached $31.9 billion, an impressive 64.8 percent jump over 2013. For the first time ever, mobile display ad earnings topped search. Climbing to $15.1 billion, mobile display ads represented nearly half (47.4%) of the total mobile ad revenue in 2014 and saw the highest growth rate of all mobile ads, at 88.1 percent. Search ad revenue totaled $14.7 billion and accounted for 46.1 percent of total revenue, up 55.2 percent over 2013. At $2.1 billion, messaging ad revenue increased 13 percent and accounted for 6.6 percent... [...]

Ginny Marvin says, “The Interactive Advertising Bureau (IAB) issued its first revenue report on programmatic display ad revenues in the US on Monday, finding more than half of display advertising revenues were generated via programmatic buying and selling in 2014. Online programmatic display drove $10.1 billion in revenues in the US last year, accounting for 20 percent of overall ad revenues of $49.5 billion and 52 percent of the $19.6 billion display market, according to the report, which was prepared by PwC. Banner ads generated roughly 80 percent of the display programmatic revenues,... [...]

Sebastian Gutierrez says, “Every marketer knows that the key to an effective advertising campaign is reaching the right person with the right message at the right time.   And as every advertiser (of a certain age) knows, this used to be so much easier when people lived homogenous, predictable lives. Today targeting is complex. Today advertisers select customers by their location, demography, the context of a placement or by sites previously visited. Today, you can add ‘mindset’ insights to this list by inferring behaviour based on day-part targeting“. How to make better use of... [...]

Ginny Marvin says, “In another historic high, internet advertising revenues in the US topped $13.3 billion in the first quarter of 2015. The latest numbers, issued in an interim quarterly report from the Interactive Advertising Bureau (IAB) and PwC US’s New Media Group, show ad revenues rose 16 percent year-over-year above Q1 2014’s $11.4 billion. “The rise in year-over-year figures is the direct result of brand and media agencies’ increasing commitment to digital marketing,” said David Silverman, a partner at PwC US. “It is clear that interactive has become an imperative in... [...]

Matt Ackley says, “So you’ve tagged your site. You’ve identified some interesting audience segments. You’ve got some great data, and you are ready to go! However, data only gets you to the door. The creative is what gets you through (and keeps you in the room). Now, look at your creative execution and compare it to your high-level marketing strategy — how closely aligned would you say they are? Marketers get jazzed about programmatic due to the promise of big data — the promise of delivering the right message to the right person at the right time. However, brands quickly learn... [...]

Patricio Robles says, “In an effort to reach consumers amidst multiple assaults on their ads, many marketers have embraced native advertising. But the United States Federal Trade Commission (FTC) has concerns, and markets and publishers could soon find themselves at risk if they aren’t careful. At the Clean Ads I/O conference in New York last week, Mary Engle, the FTC’s associate director of advertising practices, told attendees that the FTC is uneasy with native advertising that users can’t distinguish as advertising, making them deceptive. “An ad is deceptive if... [...]

Patricio Robles says, “In the wake of the Great Recession of 2008, Wall Street’s reputation took a big hit, but the online advertising market could soon find itself functioning a lot like a Wall Street trading desk. As Alexandra Bruell details in an AdAge piece, a number of adtech upstarts are working to build futures markets in which media buyers and sellers transact for future inventory. She explains: As with crude oil and corn, a futures market for digital media would invite industry players and financiers to bet, through online exchanges, on the future price of media inventory“. Is... [...]

David Rekuc says, “Digital advertising is a crowded space, and the modern consumer is constantly pulled in different directions, so it’s no surprise that the industry’s overall click-through rate hovers at around a mere .06 percent. Related: Everything Business Owners Need to Know About Beacons Put another way, that small percentage means that only one in every 1,667 display ads gets clicked. But, don’t despair! Targeting people who have previously interacted with your business is more likely to earn you a click, versus targeting those unfamiliar with your brand. And to do that,... [...]

William Johnson says, “yber-attack – the event and its consequences are not new to online merchants. Most of those who promise secured transactions to customers have had an experience of customers complaining about faulty transactions and other security breaches. Magento, Joomla and even any ecommerce platform including CMS, plugin and extensions are susceptible to such phishing attacks. Unlike the traditional phishing techniques through social media and emails, hackers are now finding new ways to add a bunch of malicious codes to the ecommerce sites and thus bypassing all the sensitive data... [...]

Lara O’Reilly says, “The digital advertising sector is a complex one. It has been a rocky few months for the ad tech sector.The overall value of public ad tech company stocks fell 12% in the first quarter, according to tech investment bank LUMA Partners. Of those companies who underwent the high-profile IPO process, many – such as Tremor Video, Rocket Fuel, and Millennial Media – while growing revenue, also notched up huge multi-million dollar net losses in the last financial year ($23.5 million, $64 million, and $149 million, respectively.) The sector has been fraught... [...]