The Latest Edition of DIAL
We figured we would start off your week with some things from our Digital Innovation team’s Digital Innovations Awesome List (DIAL).
Keeping up with all of the news and trends can be tough so we want to make it easier to find the articles, reports, and other bits of awesomeness you probably missed, but should have read. Enjoy!
16 months. That’s the amount of time Facebook took the beleaguered ad server, Atlas, and rebuilt it into a cross-device measurement solution. This AdExchanger article gives the best breakdown of what it is and what it could mean. The second best? This Digiday article.
Growth from 1% to 5% may not seem like much, but when you’re talking about the $300b TV industry and what’s growing is the rise of programmatic TV it matters. Programmatic TV buying is not necessarily about automating the entire transaction like we do digital, it is more about buying inventory based on data from programmatic tech.
As more consumers purchase Smart TVs and OTT devices, video advertising opportunities have growth as well, including the ability to buy a portion of this inventory programmatically. Though it’s still difficult to scale at a local level and generally something we recommend including as part of a multi-platform video buy, additional CTV inventory becoming available may attract more TV buyers to the idea of programmatic buying overall.
Further disruption in how consumers can consume TV content through Sony’s newish/to-be-launched cloud-based TV service. How will this change the way we can buy TV/video ads and what level of targeting will be available? Something to keep your eye on.
With a successful pilot program in the books, Macy’s plans to expand their in-store offer beacon program to all locations. Next year they plan to roll out department specific offers.
A link-baiting title for a thought provoking article about antiquated forms of measurement/success (ie; clicks) and how we can start thinking about the next evolution of digital advertising, especially in an increasingly multi-platform and programmatic world. And some even better points in the rebuttal. Both articles essentially argue that non-targeted banners using CTR as the KPI need to RIP. For bonus insights, read the comments.
Reports are saying that Google is expanding into Native. By 2015, they are expected to rollout ad-serving support for sponsored posts on premium publisher websites (similar to Nativo and Distroscale), as well as a content recommendation engine (similar to Outbrain and Taboola).
Digital advertising was sold through in its earliest days as being so very traceable. Fast forward to today when we’re running big, cross-platform, multi-channel campaigns, and we run into problems trying to take a holistic approach in determining how much credit goes to which components of the campaign. This is a good primer on the 5 common attribution misconceptions.
Are you tired of people droning on about drones? No!? Well then check out this list of drones in advertising and revel in the opportunities for the newest out of home this world ad opportunity.
Awesome visual that shows how the world is connected, specifically where every internet connected device is.
Hope your Oktober is pretty guten!