advertising

Exaget Week in Review: IAB on Digital Advertising, Borrell Report, Advertising on Internet Radio

January 16, 2014

Exaget Week in Review: IAB, Digital Advertising, Borrell Report, Advertising, Internet Radio

Guy Phillipson, CEO of the Internet Advertising Bureau UK, offers his take on the shape of things to come for digital advertising in 2014.

Recently released Borrell Associates study, The Future of Legacy Media. The 40-page report analyses migration from analog to digital, and the projected impact of that shift for print, broadcast, and Internet media platforms.

While newspapers, magazines and billboards continue to be an advertiser’s favourite. The internet radio streaming media is by far considered the most effective form of advertising.

Here’s this week’s round up:

2014: The end of the beginning for digital advertising – by IAB CEO Guy Phillipson

mobile is likely to be reported as a billion pound medium in its own right for 2013, growing at a staggering 130 per cent. The consumer goods sector has led the way in mobile investment, accounting for 28 per cent of mobile display advertising. Retailers win the prize for the highest percentage of optimised sites (75 per cent). While there remains a lot to do in terms of mobile ad ops and measurement, mobile could very well double again in 2014, given that other sectors are also eager to reach the “always on” mobile majority.

Borrell report projects dramatic growth of pure-play mobile and advertising

Borrell frames the transition in two five-year periods: 2008 to 2013, and forward to 2018. In Borrell’s framework, 2008 was the year of initial disruption to legacy media, although that differs among the mediums within “media.”

Why You Should Take A Look At Advertising On Global Internet Radio

Internet Radio is the fastest growing way in which we listen & perceive media! The growth is like a dual rocket both in listeners per capita and in gross on-line radio advertising revenue.

If you found this week’s update interesting feel free to join our mailing list or donate a share, like or tweet. Subscribe to our newsletter to get our update into your mailbox. If you are a broadcaster, or advertiser and are interested in learning how targeted audio advertising can work for you get in touch.
Exaget Team
Twitter – @Exaget
Facebook – Exaget

The role of advertising networks

October 9, 2013

advertising, network

Mobile’s share of ad spend doubles in a year! Fuelled by smartphone ownership reaching over two-thirds (68%) of the UK population in June 2013, mobile advertising grew like-for-like by 127% to £429.2 million in the first half of 2013 from £188.1 million in the first half of 2012. Mobile now accounts for 14.1% of all digital advertising spend – nearly double the 7.2% for the same period last year. As 4G networks begin to roll out, mobile video advertising grew sharply, up 1,260% from £1.7 million in the first half of 2012 to £23.0 million in the first half of 2013.
Advertising networks have played an increasing role in advertising as online advertising grew. An advertising network (ad network) is an online system that specializes in matching up advertisers to publishers. With the popularity of mobile apps, many mobile apps are looking to host advertisements to monetise their users. Mobile Advertising networks work as brokers for both publishers (apps with content that can host ads) and buyers (the advertisers).
Typically, each Ad network requires a small component to be installed within the website or App. This is typically called an SDK or API. This allows the ad to be delivered to the website or App.
There are many different ad-formats: Banners, Pops, Interstitials, Richmedia, Audio, Video and many others. Some ad formats perform better the others. Some are considered more intrusive than others. Some have slammed mobile audio ads as annoying, while some marketers admit that having a bit of sound can be a good way to bring user’s attention to one ad amongst half a dozen banners.
Benefits of using an ad network for advertisers is that they can plan their campaigns dynamically and monitor the progress regularly. That allows them to make changes and improve their Ad perfomance based on the feedback. Most Ad netowrks now allow for charging only when an objective is met, in terms of impression, action, etc. An ad network’s targeting capabilities enable you to segment massive audience by demographics, day part and music genres and geographically.
Ad networks have been mainly focussed on serving ads within Apps and on Websites. And Audio Ad network would truly enable delivery of an audio ad within an audio program, combining the power of traditional radio advertising with all the benefits of Internet advertising, including precision targeting and performance tracking. Other benefits are:

• Capitalize on user captured attention
• Short and non-intrusive ads creating positive brand acceptance
• Real-time targeted ad delivery
• Real-time reporting of ad impressions and CTR for optional banners
• Assured delivery — Don’t pay for “impressions” that are not seen or heard
• No guessing on ROI
• Targeting on ad level — each ad within a campaign may have unique audience targeting

On the other side, joining an ad network frees publishers from having to invest into a sales team, set up their own ad servers and invest in tracking software.

• Monetize while giving your app a head start on loading.
• Capitalize on unexpected user behaviour and fill in idle time with relevant ads.
• Preserves the full screen real estate on mobile devices and web sites.
• Real-time request of ad length before delivery: 10, 20, 30 second flags.
• Real-time monitoring and reporting of ad traffic and revenue.

At Exaget we have developed our own audio ad network monetising online inventory for internet radio broadcasters with a self-service ad portal enabling full management, control and reporting for custom made audio ad campaigns.

If you found this interesting feel free to join our mailing list or donate a share, like or tweet. Subscribe to our newsletter to get our update into your mailbox. If you are a broadcaster, or advertiser and are interested in learning how targeted audio advertising can work for you get in touch.
Exaget Team
Twitter – @Exaget
Facebook – Exaget

Advertising campaigns innovated for mobile

October 3, 2013

Mobile Advertising

According to the latest figures from ZenithOptimedia, a third of the growth in advertising this year is to be fuelled by mobile campaigns. The media agency’s Advertising Expenditure Forecast found that the market is set to grow by 3.5 per cent this year, with 37 per cent of this growth accounted for by the explosion in advertising on mobiles and tablets.
Overall, mobile marketing is expected to expand by 77 per cent this year, 56 per cent next year and 48 per cent in 2015. By this point, spend in this area will make up six per cent of advertising expenditure worldwide.
The mobile ad sector will be worth US$14.3 billion (£8.86 billion) globally this year, which is 2.9 per cent of advertising spend.
Mobile advertising has made significant strides this year as marketers test new ad formats and get a better grasp on mobile’s role as part of a multichannel strategy.

Here are five advertising campaigns innovated for mobiles, that we really liked:

1. Adidas:

Adidas advertise
To promote its new Boost shoe, Adidas launched a rich media campaign that let consumers play a mobile game. The game was meant to stimulate the different types of terrain and conditions that the shoe can hold up in. The athletic shoe brand partnered with iProspect Philippines and InMobi on the campaign with findings pointing towards the effectiveness of rich media in keeping consumer’s attentions. The average user time engagement with the ad was more than 60 seconds. Additionally, the campaign generated a 1.27 percent click-through-rate, and the peak daily click-through-rate was 2.02 percent. The average click-through-rate on iOS devices totalled .97 percent with the Android version bringing in a 1.64 percent click-through-rate. The campaign generated 1,220,346 impressions with 672,054 coming from iOS devices and 548,292 coming from Android devices. Moreover, the advertising campaign racked up 15,478 clicks.

2. Bradesco Seguros Insurance:

Bradesco, a car insurance provider, placed ads in iPhone and iPad magazines that appeared to be a traditional spread for a car. The twist comes when the reader tries to turn the page. When readers swept a finger across the tablet’s screen to turn the page, the car follows and crashes. Tagline: “Unexpected events happen without warning. Make a Bradesco car insurance plan.”

3. Chapstick:
chapstick advert

Chapstick was smart when it ran a full-page, audio and mobile banner ad within Pandora’s iPhone application.
The company seldom tipped its toes in the mobile space, and the campaign helped Chapstick builds its social and mobile presence.
Chapstick’s mobile ad campaign aimed to increase the company’s relationship with fans. When users tapped on the mobile ad they were redirected to the company’s Facebook page.There, consumers were encouraged to “Like” Chapstick. This not only helps build the company’s relationship with consumers, but also lets them learn more about its products.
The company also launched a branded radio station within Pandora to continue its engagement with users, increase its
Facebook likes and increasing its social presence via a mobile campaign.

 
 
 
 
 

4. McDonald’s:

McDonald's adverts

McDonald’s is one of the few marketers that consistently relies on mobile advertising to drive product trials and in-store traffic.
The fast food giant took its efforts to the next level with a campaign that encouraged consumers to snap pictures of their favourite meals and share them on Instagram as part of a marketing campaign to relaunch its famous Big Macs to a young, social media-heavy audience.
In addition to sharing pictures on Instagram, consumers could also browse through a gallery of photos.
McDonald’s worked with Kargo and OMD Chicago to execute the campaign, and ads ran within mobile sites of publications including Us Magazine, Spin and Billboard.
A mobile ad campaign such as this one shows the growing role that mobile has played in bolstering the social media presences of brands this year.

 
 
 
 
 
 
 
 

5. The Microloan Foundation:

Using mobile SMS technology, The MicroLoan Foundation (a charity that helps African women set up their own small businesses through micro-financing) created a quick and easy way for users to donate—and receive public awards. “On a digital poster site at a busy shopping centre in London, they created unfinished portraits of African women,made entirely of pennies. Then they invited passers-by to complete each picture by texting a donation to the poster, along with their name. Making innovative use of Grand Visual’s OpenLoop platform, the SMS activated an on-screen animation sequence, and the donation dropped into place as an animated shower of coins, adding to the unfinished portrait.”
A total of 314,200 people were exposed to the campaign, and 21 African women now have their own small businesses.

We, at Exaget, want to contribute to making mobile advertising even more powerful. Join us in this journey.

If you found this interesting feel free to join our mailing list or donate a share, like or tweet. Subscribe to our newsletter to get our update into your mailbox. If you are a broadcaster, or advertiser and are interested in learning how targeted audio advertising can work for you get in touch.
Exaget Team
Twitter – @Exaget
Facebook – Exaget

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