DIAL: Digital Innovations Awesome List (August 2018)
At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
While mobile advertising sustains momentum as a critical means of targeting consumers, shady players continue to exploit the channel through various forms of ad fraud. MarTech Advisor highlights the top categories of mobile ad fraud that advertisers must continue keeping an eye out for. And if you didn’t know, now you know.
Snapchat has rolled out the ability for advertisers to book ads in specific shows via their self-serve ad tool. Publisher partners include Vice, BuzzFeed and ESPN, amongst others. Until recently, advertisers needed to use the very manual and traditional IO system in order to work with premium content partners. The social platform is looking to bank on the fact that the Discover section is a gated community that is only is available to professional publishers, an angle that can bring a sense of security to clients who have concerns about the less rigorous parameters set around other social environments like Facebook and YouTube.
The mass exodus of Americans leaving traditional TV services is expected to accelerate through the rest of 2018. According to eMarketer, the number of cord-cutters in the US is expected to reach 33 million adults, a 32.8% YOY increase in those cutting out traditional services from the year prior. Conversely, Americans continue to flock to more affordable OTT services like Netflix, Hulu, HBO Now, amongst others, where consumers see more value. Advertisers can expect the trends to signal improved opportunities for improved targeting in the connected TV world.
In Q1 2018, The Guardian worked with Google and MightyHive to determine how much of the inventory on ad exchanges purporting to belonging to the Guardian was legit. They found that when ads.txt filters were applied to their ad buys, there were no discrepancies between what they bought and what ended up coming back to the Guardian. However, when ads.txt filters were not applied, 1% of digital ad spend and 72% of video ad spend went to unauthorized programmatic platforms.
A new trade organization has been developed with a mission of helping advertisers, agencies and publishers get smart about managing brand safety issues. This organization plans to create a certification program that will tackle issues such as brand safety, ad quality, how to vet partners, ad placement and content analysis and understanding ad fraud and malware.
More than 3 out of 4 US consumers said they see too many retargeting ads from the same retailer. And 78% of senior marketing executives worldwide said it is “inexcusable” for consumers to keep receiving ads for products they already bought. One big reason for this displeasing déjà vu is that advertisers utilizing multiple retargeting and programmatic buying vendors, which have their own ways of identifying and retargeting consumers.
No customer left behind: How to drive growth by putting personalization at the center of your marketing (10 min read)
With 90% of marketers of retailers saying personalization is a top priority for their marketing, it’s surprising that only 15% of those companies believe they are doing a good job at it. Especially, when research shows that personalization at scale can drive between 5-15% revenue growth for companies not just in retail, but also travel, entertainment, telecom, and financial-services sectors. This McKinsey article provides recommendations for marketing leaders on how to transform their organization so consumers are no longer stalked by irrelevant ads or bombarded with outdated offers.
In the next 18 months, it’s expected that there will be 1.6 billion digital assistants in use and that half of all searches will be voice-based. With strong growth in voice-activated usage and more marketers interested in assessing voice opportunities, brands and advertisers need to start planning how to take advantage of the space. AdAge outlines 4 key principles on how to do so based on how the platform is most commonly utilized.
August’s DIAL is also available as a PDF.