Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Digital Advertising Trends— Programmatic, Big Data, Native, Viewability The webinar will begin at 1:00 PM ET You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select “Use Telephone” after joining the webinar. To join using your telephone, dial the conference number and provide the access code noted in your control panel. You will receive an email tomorrow that includes a link to view the deck and webinar recording. Presented by: Lauren T. Fisher Analyst, eMarketer, Inc. May 22, 2014 sponsored by Twitter Hashtag: #eMwebinar
Transcript
Digital Advertising Trends—
Programmatic, Big Data, Native,
Viewability
The webinar will begin at 1:00 PM ET
You will be connected to audio using your computer’s microphone and speakers
(VoIP). A headset is recommended. Or you may select “Use Telephone” after joining
the webinar. To join using your telephone, dial the conference number and provide the
access code noted in your control panel.
You will receive an email tomorrow that includes a link to view the deck and
webinar recording.
Presented by:
Lauren T. Fisher
Analyst, eMarketer, Inc.
May 22, 2014
sponsored by
Twitter Hashtag:
#eMwebinar
Digital Advertising Trends—
Programmatic, Big Data,
Native, Viewability
May 22, 2014
Lauren T. Fisher
Analyst
sponsored by
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Welcome Webinar Attendees
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Digital Advertising Trends—
Programmatic, Big Data,
Native, Viewability
May 22, 2014
Lauren T. Fisher
Analyst
sponsored by
Agenda
Understanding the brand advertiser’s digital display
dilemma
Trend No. 1 – Video, the IAB Rising Stars and native
advertising
Trend No. 2 – Viewability
Trend No. 3 – Location-based data and TV data
Trend No. 4 – Programmatic direct
The Brand Advertiser’s
Digital Display Dilemma
TV might still
be the biggest
screen, but it
is beginning
to lose its
status as the
primary
screen
But it can be a tough transition for brands
from this:
To this:
Video, the IAB Rising
Stars and Native Ads
Brands are taking two distinct paths to enrich
the digital display ad experience
Video and the
IAB Rising Stars
Bigger and
richer, more
dynamic ad
units will steal
share from
static banners
as brands
favor their use
for greater
storytelling
power
“It’s those big, rich media units that
have enough canvas to tell a
brand story. They have video in
every ad, or they have social
engagement and content in every ad.”
—Skip Brand, CEO of Martini Media
The Rising Stars are giving brands the ability to
go from this:
To this:
Larger, more
dynamic ad
units often
outperform
static standard
banner ads on
key branding
metrics
Performance benefits also extend to
smaller screens
Video ads in
particular
appear to
make a bigger
splash on
smaller
screens
Native Advertising
What is native advertising?
Native ads:
– Mimic the content space
around them
– Appear outside traditional
ad positions
– Are labeled to indicate
they are not editorial
content
– Are paid media as
opposed to earned media
Native ad types
include:
– In-feed units
– Paid search
– Recommendation
widgets
– Promoted listings
– In-ad units with native
elements
– Other custom
implementationsSource: IAB Native Advertising Playbook, Dec 2013
Example of
native
advertising:
BuzzFeed
Example of native advertising: Etsy
“You want the engagement. You want those
clickthroughs. Many of the static banner
ads that you see, for whatever reason, don’t
work anymore. But native ads are very
effective.”
—Tim Clark, head of brand advertising at SAP
The
relevancy
gained from
native
advertising
can boost
branding
metrics
Social media
ads are by
far the most
common
type of
native ads
Source: AdMedia Partners, Jan 2014
In the US,
social media
native ad
spending will
increase 61%
between 2014
and 2017
But the
adoption of
native and
richer ad
formats
affects more
than ad
budgets
“The Rising Stars are moving in from
the right rail into the content well,
breaking down barriers. Native
advertising is further breaking down
the wall between the right rail
and editorial.
Both of these trends mean that we’re
never going to go back now that
advertising is in the content well. We’re
never going to be able to push it
back to the margins.”
—Peter Minnium, head of brand initiatives at
the Interactive Advertising Bureau (IAB)
The bottom line:
To meet branding objectives, static banner ads won’t
cut it
IAB Rising Stars and video ads offer a richer
storytelling experience
Native ads provide greater contextual alignment and
relevancy
Viewability
Richer, more relevant ad experiences are only
effective if they can be seen
Display ads worldwide in view (Q1 2014):
– 71.5% publisher direct
– 47.9% ad networks
– 51.3% ad exchanges
Just 44% of US digital video ads in view (Q4 2013)
Source: Integral AdScience, Feb 2014; Vindico, May 2014
Significant industry movement has been made
in the last couple months
Media Rating Council (MRC) lifts its advisory on
viewability and provides guidelines (March 2014):
– Display banners: 50% of ad’s pixels in view for 1+ second
– Video ads: 50% of ad’s pixels in view for 2 continuous seconds
Some posit the viewable CPM could soon be the
de facto ad currency
“This year in display will be the
beginning of the era of
validation. And whether
that validation comes from
Nielsen or Moat or comScore
or another third party, it’s all
about technology that
validates that what
brands bought is what
they got.”
—Skip Brand, CEO of Martini Media
“ By the end of the year,
buying based on viewable
impressions will be the
rule vs. the exception.
There’s some real movement
toward the viewable
impression being the digital
currency, and it’s coming
from all sides.”
—Scott Symonds, managing director
of media at AKQA
But viewability benchmarks aren’t so clear cut—
at least not yet
The bottom line:
Viewable-impression pricing is coming
Banners first, video and mobile second
Benchmarks have yet to emerge
Everyone will be affected
Location-Based Data
and TV Data
It’s not just about seeing the message,
it’s about the right person seeing it
In the past,
web and other
cookie-based
data was the
most common
method of
collecting key
customer
information
But this year, interest in non-cookie data
is on the rise
“ Industries are starting to see that just pixeling a
site is useless. If you’re a CPG or a QSR,
nobody is going to your website, for the most part.
We’re starting to see greater interest from these
brands in using location-based data or their
CRM data to do more sophisticated modeling and
cross-platform targeting.”
—Andrew Pancer, COO of Dstillery
More companies
are collecting
location-based
data
Mobile devices can be a rich source of
location-based data
Mobile devices
– GPS, geolocation
– Shared-location data
In-store technologies
– Beacons and NFC
– QR codes
– eReceipts
– Purchase data
Location-based
data is
especially
valuable to
those looking
to reach the
right
consumers
in real time
In fact, reaching the right consumer is often
about reaching the right screen
Brands see TV and the data it generates as
critical to cross-platform efforts
“ To the extent that we can provide more efficacy to
audience targeting and real-time
marketing in the digital web, that will continue to
place pressure on how we can do the
same in TV, whether that’s through set-top box
or cable companies.”
—Scott Symonds, managing director of media at AKQA
But for now,
connected TV
offers only a
glimpse into
overall TV
data
96%
27%
Source: eMarketer, Jan 2013; May 2014
Share of US population that will
be a TV viewer in 2014
Share of US population that will
be a connected TV viewer in
2014
The bottom line:
Reaching the right consumer requires more from big
data than cookie data
Mobile-location data and connected-TV data provide
both audience insight and a conduit for reaching
consumers
Programmatic Direct
A quick timeout:
Defining
“programmatic
direct”
advertising
Marketers’ use of
programmatic
direct to
both secure
premium
inventory
and leverage
consumer data
is on the rise
Demand is
steepest with
programmatic
guaranteed, a
branch of
automation used
to secure upfront
ad buys
Programmatic direct marries premium ad
formats with rich customer data
“Storytelling remains a big part of what marketers
want and what supports the brands. And we’re
seeing a big link between the storytelling
and the data, because more and more
marketers want to be able to do real-time
storytelling in an omnichannel way.”
—Curt Hecht, chief global revenue officer at
The Weather Company
Again, it comes back to a greater desire to reach
and resonate across screens
And for many, that will eventually include TV
“We’re not just thinking about programmatic in digital
means. We’re also thinking about how we can
have a conversation on television from a
programmatic perspective or use it to be
smarter in our mobile, our social, our video or our
across-the-board digital approach. It all needs
to be cross-channel.”
—Tamara Bousquet, SVP of media and head of programmatic
activation at DigitasLBi
The bottom line:
The ability to combine audience data and premium
display ads means greater visual impact and
relevance
Programmatic will be vital for reaching audiences
across the web and multiple screens
Key takeaways
1. Display is evolving to become a better storytelling medium as more
brands inevitably migrate to digital.
2. Video, the IAB Rising Stars and native ads are calling brands away from
static banners to offer a richer, more engaging storytelling experience.
3. To ensure ads are seen, brands look to viewability measures now
and will turn to viewable CPM currencies in the near future.
4. Audience data offers greater assurance that ads are seen by the
right consumer, and as mobile and connected TV data gain on cookie-based
insights, that assurance will spread cross-platform.
5. Programmatic direct can pair premium ads with that rich audience
data. Expect programmatic to be instrumental to reaching the right consumer on the
right device in the coming years.
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