October Overview: Digital advertising news & trends

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

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Programmatic display advertising may seem for being a winning strategy suited only for companies with ad budgets with millions of dollars. In fact, even for companies that don't have a large budget, programmatic display is a great method to optimize ad spend while reaching the target audience more effectively.

Even though it has only been existing for around ten years, programmatic display is estimated to account for 88% of all digital display spending in the U.S. by the end of 2021. The rise of programmatic has pushed digital advertising to a more favorable position, but it has also increased competition in the market. This post will explain all of the key types of programmatic display advertising and why you should get started right away.

Continue reading: Pragmaspace

Advertiser spend on TV and social media is twice as high as daily consumption

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Advertiser spend on TV and social media is highly inflated in relation to daily consumption. This is according to analysis of advertising spend forecasts of 100 worldwide markets by marketing intelligence service WARC, and the results of a survey by GWI of more than 715,000 consumers. The analysis found that, as of the first quarter of 2021, social media now attracts more investment from advertisers than linear TV for the first time. However, both media draw far more of advertising budgets than the average consumer spends with these channels each day.

Social media, for example, is forecast to account for 39.1% of 2022 adspend among the eight media studied in the report – linear TV, online video, social media, print press, online press, podcasts, broadcast radio and online audio – but has a 21.4% share of daily media consumption, a discrepancy of 17.7 percentage points (pp) equivalent in value to $94.3bn.

Continue reading: MarketingTech

Budgets are back, P&G's digital plan, media quality research

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UK ad budgets have hit their highest levels in four years. Budgets tend to incrementally grow annually so we’re catching up for lost time. The IPA surveyed 300 UK marketers – 12.8% will see greater budgets, the same will see cuts. 25.6% outspent their budgets.

Out-of-home was the only main media category to record a budget cut, 11.9% of firms that reduced OOH spend outweighing the 9.9% that revised upwards. What’s going on there [DM me]? Are we going back into lockdown?

Continue reading: The Drum

Facebook changes its corporate branding to Meta

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Well, it’s official. After 17 years of being called Facebook, the social networking parent company behind Facebook, Instagram, WhatsApp and Oculus has a new name. Facebook’s corporate entity is now Meta. Facebook creator Mark Zuckerberg announced the change at the company’s AR/VR-focused Connect event, sharing that the new title captured more of the company’s core ambition: to build the metaverse.

“To reflect who we are and what we hope to build, I am proud to announce that starting today, our company is now Meta. Our mission remains the same — it’s still about bringing people together. Our apps and our brands — they’re not changing either,” Zuckerberg said. “From now on, we’re going to be metaverse-first, not Facebook-first.”

Continue reading: TechCrunch

H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report

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Pixalate's H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report contains a comprehensive analysis of the state of open programmatic CTV advertising through the first half of 2021.
Continue reading: Pixalate

What's coming up for programmatic in the next 10 years

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Almost all digital display advertising is transacted programmatically now—but that doesn't mean programmatic isn't still evolving. Gila Wilensky, president, US at programmatic media firm Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Xaxis is expecting for the next 10 years of programmatic advertising, including how AI will continue to evolve in the space, how addressability and measurability will change post-cookie, and what the maturation of ecommerce means for digital advertising.
Continue reading: eMarketer

Why marketers are going all in on TV streaming this holiday season

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There’s one thing at the top of every marketer’s mind these days — making sure the holiday is a success. In 2021, there are reasons to believe that the market will return to growth and a feeling of optimism.

In Roku’s 2021 survey with the Harris Poll on holiday shopping trends, a clear theme emerged: hope for the future. In the survey, 7 in 10 respondents said that they believe the economy is improving, and consumers are feeling upbeat and hopeful.

Continue reading: DIGIDAY

Privacy-First Video Advertising: Q&A with Aniview

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The deprecation of the third-party cookie and the elimination of Apple's IDFA, a randomised identifier assigned by Apple to a user’s device, is important as it defines the way digital marketing has been executed. Effectively, this was the way marketers were able to target audiences and measure the impact of their digital advertising efforts. The global demand for privacy is one of the most important consumer dynamics at play today, with its residual effects likely to impact almost every industry.
Continue reading: ExchangeWire

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