Aberdeen

Native Advertising 2020: Drei Hebel für effektivere Kampagnen

Native Advertising 2020 identifies three strategic levers to boost campaign effectiveness: AI-driven proactive optimization, data-based, user-centric analytics, and a sales-oriented Omnichannel approach. The piece notes that native formats in news sites outperform Facebook on ad acceptance (by about 15%) and dwell time (about 24%), citing a Plista and Eye Square study. It also references Oath research suggesting native ads improve brand affinity and elicit predominantly positive feedback, with mobile devices highlighted. The authors argue for technologies enabling environment-targeting and context-based measurement, enabled by GDPR-compliant AI and IoT-enabled attribution to bridge online and offline outcomes. They forecast increased cross-channel efficiency and better alignment of KPIs with real business goals such as store visits and sign-ups, rather than traditional CTR/CPM metrics. A three-lever framework is proposed to allocate budgets more effectively while preserving brand safety.

The Video Ad Multiplier Effect - ExchangeWire.com

ExchangeWire discusses the 'video ad multiplier effect,' arguing that online video boosts engagement, branding, and conversions across devices and platforms. The piece cites research and industry voices to suggest video enhances multi-screen journeys, is highly shareable, and increases reach. Empirical examples include EyeView's claim that landing-page video can lift conversions by 80% or more, Aberdeen Group's finding of 41% higher web traffic from sites using video, and Nielsen's result that video ad recall roughly doubles TV recall. The article notes growing digital inventory, machine-learning-enabled distribution, and the slow evolution of addressable TV, while warning that GDPR threatens retargeting. Advertisers are advised to adapt creative and timing to contemporary viewing and sharing habits to capitalize on video's momentum in 2018.

Criteo Bumps Share Price Again, Will Raise $230M In Halloween IPO

AdExchanger reports on Criteo's Halloween 2013 IPO activity. The company priced its offering at $31 per share, valuing it at about $1.96–2.0 billion and signaling a market appetite for ad-tech stocks. The deal was expected to raise roughly $228 million for capital expenditures and potential acquisitions, with trading on NASDAQ under ticker CRTO beginning around Oct 31 and the shares trading near $41 after debut. The piece contrasts Criteo's growth (100% CAGR since 2010) and strong demand for its programmatic technology with concerns of an ad-tech IPO bubble. Valuation multiples cited by ABR Investment Strategy's Richard Fetyko place Criteo at about 2.5x 2014 revenue versus Rocket Fuel at 5.7x, suggesting multiples could expand toward Rocket Fuel's once trading stabilizes. The Halloween framing underscores market jitters about the sector's IPO cycle.