Programmatic buying has led to a revolution in advertising. However, online users are now being presented with more ad-cluttered sites and, as a result, are turning to ad blocking software.
On October 25, join Ipsos for an opportunity to hear results from our CanadaNext study, and then put into context how this evolution of the broader public agenda is dramatically changing both the marketing landscape and research approaches aimed at driving meaningful insight.
“It’s not what you look at that matters; it’s what you see.” American author Henry David Thoreau could have been weighing in on the big debate about advertising viewability.
“Fake news”, according to Wikipedia, is “written and published with the intent to mislead in order to gain financially or politically, often with sensationalist, exaggerated or patently false headlines that grab attention.”
It is hard to find a major audience measurement service that does not employ statistical wizardry of one sort or another. From simple weighting of survey results to correct for sample imbalances to modelling the audiences to hard-to-measure media, the use of statistics and algorithms is increasing. In this White Paper, Andrew Green and Mario Paic explore some of these techniques.
Online video growth has been hugely dramatic in the last few years, rising from US$ 16b in 2015 to an estimated US$ 24b in 2017. Because of this strong growth, it has been a hot topic of discussion amongst brand marketers in Taiwan, even though there seems to be a lack of deep understanding of how to truly optimise this growing touchpoint.
We all know that MENA is one of the fastest growing online markets in the world, with number of internet users almost doubling every 5 years. The marketers are taking this opportunity and constantly increasing their share of media mix on digital, some reaching close to 30% of their total spends. But the question now is “are we getting enough return on our investment?”
Italy internalises turbulence, Italy’s families are in an increasingly precarious situation, Italy is dominated by a cautious attitude... Discover the 10 points of Flair Italy 2017.
In a recent White Paper, programmatic demand-side platform provider, TubeMogul, referred to ‘the unstoppable shift to audience-based buying’ in the US television market, arguing that inefficiencies in the way TV advertising has traditionally been bought and sold, as well as advances in the way people receive their TV content, will lead inevitably to a time when more and more of it will be traded programmatically.
