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.

Nielsen Says TV Biggest, Display Growing; Horizon Gets Viewable

AdExchanger's Tuesday roundup covers multiple industry updates across TV, display and programmatic advertising. Nielsen reports online display ad spend grew nearly 33% year over year in Q1–Q3 2013, while TV commanded 57.6% of all ad spending and rose 4.3% in that period. Google is acquiring AI startup DeepMind, a move that could feed future recommendation engines; the company reportedly has up to 50 employees. Horizon Media has tested a system with Turn and RealVu to determine whether an impression is in-view before it is served, aiming for near 100% in-view impressions. Acxiom announced enhancements to its Audience Operating System to enable cross-channel audience discovery by vertical and real-time data across channels. Yahoo reports its Q4 2013 earnings; display revenue declined 7% in 3Q13 (after 11% declines in 1Q and 2Q), with an earnings webcast scheduled.