Many ad buyers are sheepish about purchasing addressable connected TV inventory due to the complexity and fragmentation of data and the issue of data that's spread across numerous different platforms, writes Sarah Sluis. Efforts may become easier as the industry attempts to implement "technologies designed to stitch together capabilities like targeting, measurement, frequency management and optimization; through partnerships between distributors and programmers; and through the formation of industry standards," writes Sluis.
Roughly 50% of video ads are viewed on mobile devices, an increase from 2018's 40%, according to a PubMatic first-quarter report. Taylor Peterson writes that mobile devices will become the "preferred platform for video ad placements by the end of the year" if the growth is maintained.
Ad tech firm Tremor Video is expanding its programmatic connected TV and over-the-top services with a new partnership with GSTV, a digital video network that delivers content at gas stations nationwide. "The videos on these pumps is truly a one-to-one environment, compared to the video screens in elevators, for example," says Tremor Video's Jay Baum, adding, "There's no fraud in this space, and no issues with viewability; you have an audience that's completely engaged."
As a growing number of people hunger for global change, the onus is on brands and organizations to take a stand and find their "good." "It starts with making a long-term commitment," writes Katie Shanagher, a strategic planner at Blue Chip.
SAP Chief Marketing Officer Alicia Tillman talks about how the company is approaching purpose-driven marketing and explains why the strategy should be embraced by business-to-business marketers. "Brands are being challenged to hold themselves accountable and show, in explicit terms, the actions they're taking in support of their purpose," she says.
Abhi Yadav shares insights from the high-tech firms that were early adopters of customer data platforms, including the opportunity to gain a single view of individual customers across multiple channels. Companies are employing CDPs to identify brand ambassadors through social listening and using real-time data to adapt messaging immediately to customer needs, he writes.
Entries are now being accepted for the 2019 ANA Multicultural Excellence Awards. ANA member and nonmember companies, and agencies and media companies submitting on behalf of their clients, can submit an entry from among 12 categories: African-American, Asian, Audio, Digital/Social/Mobile, Experiential Marketing, Hispanic, LGBT, People with Disabilities, Print, Socially Responsible, Total Market, and Significant Results. Submit your best multicultural campaigns before June 28 to take advantage of our early-bird discount.
Marketers should use the new consumer-privacy laws like GDPR and the California Consumer Privacy Act, which goes into effect next January, to develop consumer engagement strategies based on user control, said SAP's Ben Jackson. Companies can incorporate the new standards into their model as a way to satisfy consumer expectations as marketing shifts from product-based to experience-based.
PayJoy, an emerging market lender that built its business plan on smartphone technology, raised $20 million in its most recent funding round. The company intends to add six countries to the list of nations where it operates, which already exceeds 10.
Marketers are complaining about the unreliable performance of Facebook Ad Manager, citing outages, inconsistent reports and difficulty stopping campaigns or publishing ads, with costs in the thousands or even millions. "The elephant in the room is that Facebook knows that currently there is nowhere else to go - for media buyers who manage millions of dollars, we have to be on Facebook," noted ROAS Media's Head of U.S. Operations, John Bolling.