DIAL: Digital Innovations Awesome List (February 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!
McKinsey’s perspective on how companies should be thinking about and embracing continued digitization of their industries and businesses. It’s 2018, meaning everybody is a tech company (regardless of company type). The ones who will maintain (or take the lead) are companies that don’t think about it as adding tech or digital, but rather about developing a digital strategy that adds value for their core business and customers.
One of the best (and most well-written) recaps of CES, which has had its most exciting consumer electronic advancements come from not what you can see, but rather what you can experience (think less friction). A favorite consideration from the write up: could “voice” become less of the new interface or operating system, and more like a technology you’ll view as WIFI or HDMI today?
In an age of algorithms, the fact is that branding and creativity matter more now than ever. The best targeting in the world isn’t worth a damn if you don’t have something awesome, provocative, or helpful to say.
Marketers Miss Opportunity to Boost Brand Effectiveness by Not Getting Their Multichannel Campaigns Right (4 min read)
AdReaction: The Art of Integration, a new study released by Kantar Millward Brown, examines the global state of multichannel advertising campaigns. The study found only 46% of campaigns tested were considered “integrated campaigns,” or campaigns that presented a central idea across channels, while also creating customized content for each channel. Beyond general connectedness of a campaign that all marketers should strive for, integrated campaigns saw their campaign effectiveness increased by 57%.
According to a recent Salesforce report, advertisers are all about that data and, in fact, looking to ramp up their usage of first, second, and third-party data, as they look to segment, target, and drive performance in their media campaigns. 91% of advertisers surveyed have or plan to adopt a DMP in the next year, with 55% of advertisers using DMPs as their primary technology for measuring online ad effectiveness.
The Association of National Advertisers released a study that found the number of marketers who were expanding in-house programmatic media buying capabilities has more than doubled from their 2016 study, rising to 35%.
People-based measurement (PBM) is defined as the use of de-duplicated, cross-channel person level data to measure the impact of marketing, and it can help a marketer enormously when it comes to making connections between customers and campaigns.
Similar to the phased adoption of MRC’s viewable ad impression measurement, this new standard offers industry best practices for collecting and processing data used in estimating audience characteristics at the impression level. You should expect it to evolve and take some time before it’s widely accepted.
The number of influencer posts on Instagram nearly doubled to more than 1.5 million posts globally between 2016 and 2017. Interestingly, this study only measured posts with #ad or #sponsored hashtags, and given this NY Times report on fake followers, 2018 may be the year we redefine what an influencer really is.
Global OTT revenues are projected to hit $64.8 billion by 2021. This has been driven by the fact that Connected TV advertising has seen substantial increases in inventory availability and gotten more sophisticated in targeting tactics. Unfortunately, managing frequency across video providers continues to be a work in progress and will not be fixed until all the players in the space start working better together.
Launched by the IAB last May, ads.txt is intended as a way to help buyers avoid spoofed domains and arbitraged inventory, by listing the companies allowed to sell a particular publisher’s inventory. While tens of thousands of sites now use ads.txt, only 57% of the top 1,000 sites that sell programmatic ads have adopted the practice … though with recent support of the Trustworthy Accountability Group, this number is expected to continue to increase.
Advertising is big business, but will the valuations of companies that rely on ad dollars keep up with the projected growth of advertising and prove the naysayers wrong?
February’s DIAL is also available as a PDF. Download it here!