Middle men are destroying the value of consumer data
Adblock is a hot topic right now as consumers, fed up with being bombarded by pop-up windows, loud video content and as a result, slow loading times, are resorting to dangerous methods in order to stop this. The internet has always operated under the tacit agreement that everything is free, for example when you read online newspapers and journals. In order for them to make money, they show the reader advertisements. By using AdBlock, internet users are opting out of this and undermining the online advertisement’s business model. What they don’t know is that the AdBlockers, the middle men, are destroying the value of impressions (the views that translate into money for advertisers) by removing these from your webpages.
Mobile web speed will soon be catching up with that of desktop.
This is a classic case of good timing as the mobile market is becoming increasingly dominant with more and more people owning smartphones. Google’s new AMP (Accelerated Mobile Pages) technology allows publishers’ web pages to load instantly, using less data. It is estimated that AMP cuts the load time of pages by 85 per cent. The biggest problem that Google face is getting advertising to load as quickly as the content. Following on from the above article, adverts contain an awful lot of data which slows down web pages’ loading time. With more and more companies developing AdBlock for mobile devices, this should help loading times even more.
The Publishers’ pricing system is changing
In today’s competitive marketing landscape, it is more important than ever to stand out. Page or video views are the dominant measure of success for branded content as results can be meteoric if an advert goes viral. The tide is turning for publishers in that with expectations for views escalating, they now charge strong brands on a Cost-per-view basis rather than a fixed price. They also pay when users have read or viewed content (such as video) all the way to the end. This has disrupted their pricing structure. However, it means that publishers and advertisers work together in order to improve stickiness (anything that encourages a visitor to stay longer on a particular website) as opposed to blasting (aggressively inundating users).
Google puts itself in the lead of the Artificial Intelligence race
Google has bought an undisclosed stake in the German Research Centre for Artificial Intelligence (the Deutsche Forschungszentrum für Künstliche Intelligenz or DFKI), making this one of many of its investments into AI in recent years. Their work involves data mining, augmented reality and knowledge management. Google will therefore be able to create the businesses of tomorrow due to combined technologies, innovative alliances and cutting-edge research.
Twitter wants jump on the profitable video advertising bandwagon and get higher returns
In the context of online marketing, advertisers no longer need to work with specific publishers to put their ads before videos. This is due Twitter’s two year old programme Amplify which has simplified the process for advertisers allowing them to select and target their desired audience. Their relevant ads will then be be served (or shown) to this audience. Publishers have a monetary incentive to share their video content on Twitter (with a 70:30 split in their favour). Ordinary Twitter users can also benefit from this programme. For example, if you want to tweet the latest trailer of an upcoming film, you no longer need to go to YouTube. Instead, you can find it and add it on Twitter.
Native advertising on Instagram boosts conversion rates and consumer engagement levels
Instagram, which recently overtook Twitter with 400 million users worldwide, has opened up its advertising beyond exclusive clients like Lexus and Burberry. Instagram boasts a huge conversion rate and high levels of consumer engagement. The fact that the new ads are so embedded in the platform that consumers are unlikely to perceive them as ads makes it an excellent platform for photo or video-driven native advertising. While opening up its advertising increases the access of small companies, it also sparks concerns amongst advertisers, who feel that Instagram needs to exert more control in order to continue to provide brand safe and quality inventory.
The world is becoming increasingly digital; A new study revealed that 25% of children under 3 now own iPads.
This demonstrates the increasing “digital literacy” of today’s youth, in line with the wider trend of digitilisation. The growing importance of the “second screen” highlights just how crucial it is for advertisers to evolve along with the times. Traditional display advertising may no longer be as effective in the near future, what with the boom in mobile and video advertising.
To promote its new product, KFC used geotargeting technology to target their desired consumers.
KFC targeted busy parents with families, whom they had identified as their main target consumer group. By engaging with customers who were nearby KFC stores, KFC was able to successfully increase store traffic, as well as generate a click-through rate that was 40% above industry benchmark. This is just one example of how companies can use data to generate valuable consumer insights, allowing them to target the right consumer in the right place at the right time. Data is indeed a huge source of competitive advantage.
The UK betting giant processes more transactions in a minute than Amazon. They have implemented a new tech which will help them to analyse and use the vast amount of data that is being generated by these transactions in real time, in order to provide a more personalised service, offering the company new growth prospects. William Hill is one of many companies which are becoming increasingly aware of just how valuable their data can be. It is the companies that are able to manage and use data effectively that will be able to create new sources of competitive advantage for themselves.
How newspapers are following the digitilisation and nomadisation of its audience
The Financial Times is developing a new site that is “mobile first”. Knowing just how important the “second screen” is at present, its decision to ensure that its content is viewable on mobile devices as well as desktops is probably a good one. The Financial Times is only one of many publishers that is going “mobile first”. What this trend means for advertisers is that there is now a need for them to adapt their campaigns, moving away from traditional display, and perhaps more towards mobile and video.