March Overview: Digital advertising news & trends


Published: 1 April, 2023

Every month, we select a few digital advertising industry insights to help industry players stay updated with trends and news. Enjoy March Industry Insights and stay up-to-date!

Why Digital Out-of-Home is Fundamental to your Multi-Channel Strategy


Digital out-of-home (DOOH) is any digital advertising that is found outside the home and in a public environment. This programmatic advertising channel is one of the fastest-growing and evolving channels. In Europe, it’s projected that DOOH will grow by 4.93% annually, resulting in a market volume of USD$4.17bn (£3.41bn) in 2027.

This is likely because consumers see this programmatic channel as trustworthy, brand safe, and fraud-free. DOOH ads also have the potential to not only entertain audiences, but bridge the gap between the world outside the home, and digital.

Continue reading: ExchangeWire

3 Programmatic Channels To Supercharge Audience Engagement


Digital advertising revenue will surpass $700 billion by 2025, according to Statista. This growing investment in digital marketing means marketers today need to monitor the pulse of digital trends, and the best way to stand out from the crowd is to take advantage of new opportunities for creativity and innovation.

To effectively reach intended audiences, advertisers can tap into emerging programmatic channels like programmatic audio, digital out-of-home (DOOH) advertising and in-game advertising.

Continue reading: AdAge

First-party data: A New Step to the Future World - Guidebook


As of 2023, data privacy remains a critical concern for advertisers and marketers worldwide. With new data privacy regulations being implemented globally, first-party data can help businesses ensure compliance and avoid any potential legal or ethical issues. First-party data is no longer an optional element for businesses to consider. It has become a necessary tool for success in today's digital landscape.

Where should your attention be directed when it comes to data-driven initiatives? Which data sets, when gathered, offer a strong balance of reliability, accessibility, and customer confidence?

Learn how to master first-party data strategy and become a guru of personalized customer experiences.

Continue reading: UBIDEX

Effectively target your ideal digital audiences


With a clear understanding of consumers’ preferences and intent, marketers can identify and target the best audiences and effectively activate their campaigns against that behavioral data. In this video, Claritas’ Barney Marvin, senior vice president of digital, shares how audience segmentation can improve the customer experience and increase lifetime value.

Marvin, a highly accomplished commercial and marketing executive with more than 30 years of experience in data, marketing, and technology, touches on third-party cookie deprecation and its effect on audience targeting. You’ll also hear examples of brands that have leveraged “off-the-shelf” and custom audience segmentation tools to find, connect with, and convert their ideal customers.

Continue reading: eMarketer

In-Game Advertising Underused Due To Misperceptions: IAB


Nearly two out of three Americans, or 215 million, play video games, and video games trail only TV and social media in terms of consumer time-spent per week, according to various industry studies.

Still, only about 3% to 5% of ad budgets are allocated to gaming -- and the reason comes down to five buy-side misperceptions about this medium, according to a new report from the Interactive Advertising Bureau (IAB).

The report is based on online interviews with 40 senior-level decision-makers, 75% of whom were from agencies and advertisers, and the rest from ad-tech partners, game developers and publishers. The survey was conducted by MediaScience from early December 2022 through the end of January 2023.

Continue reading: MediaPost

Top 4 retargeting strategies to maximize revenue for on-demand mobile apps


In the digital-first world, consumers have become accustomed to convenience and immediacy. From streaming services and food delivery, to e-commerce and comparison sites, our needs can be fulfilled with just a few clicks on a smartphone. Apps and websites were quick to provide digital solutions for what were previously-offline products and experiences – and in doing so, they laid the path for what we know today as the on-demand economy. The industry has grown tremendously since it began, most notably between 2016 and 2019, during which the number of on-demand customers has more than doubled. Today for example, it’s estimated that in America alone, over 50 million people regularly use food delivery apps.
Continue reading: The Drum

Advertisers Get Ahead of Potential Privacy Hiccups in Data Clean Rooms


For all marketer excitement about the capabilities of data clean rooms, there has been a growing misconception that the data within them is automatically privacy safe.

While there haven’t (yet) been any high-profile data breaches connected with clean rooms, some in the ad industry are trying to limit the likelihood that there will be, and are putting steps in place to continue building confidence among buyers and sellers around data sharing.

“Using a data clean room doesn’t automatically translate to total privacy compliance,” said Marc Rossen, svp, investment and activation analytics at OMG. “There’s a lot of considerations that go into privacy compliance and data sharing.”

Continue reading: AdWeek

How Data is Shaping Dynamic DOOH


As OOH advertising has shifted towards digitisation in-line with technological advancements, the channel has shown increasing influence over online activity. Research from Nielsen claims that OOH advertising is “the most effective offline medium in driving online activity” and can deliver up to four times more online activity per dollar spent than alternative channels such as radio and TV.
This digitisation, which is now seeing the channel surge towards the adoption of programmatic, is reestablishing how data can inform and lead OOH campaigns – but what does this shift look like?
Continue reading: ExchangeWire

Why brands must adopt a holistic approach to privacy


The move toward greater consumer privacy controls has been years in the making, yet many questions still loom for advertisers seeking to take concrete steps toward a privacy-first future. Particularly in the US, it’s difficult to know what those concrete steps should be, as Congress has yet to agree on federal consumer privacy legislation, leaving states to create their own laws.
Continue reading: The Drum

How advertisers are fostering more effective publisher partnerships


An everyday conversation between publishers and advertisers goes like this: The publisher invites the advertiser to a meal to talk about their business, attempts to delve into specifics on what the media buyer is looking to achieve, their audience breakdown and how technology can enhance the results of a partnership. And the buyer essentially throws up their hands, signaling that they expect the seller to figure out how to meet their needs without the buyer providing the details.

It’s a scenario that represents a misguided dynamic in digital advertising, one that does a disservice to all parties. Publishers are neither buyers’ adversaries nor want to be wanton salespeople, trying to strike a deal at all costs (even if it is a bad fit). Media sellers want to determine how best to serve media buyers — but to do that, they need buyers to help them build more effective partnerships.

Continue reading: Digiday

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