I'm seeing a few interesting things to stay on top of this week – from Programmatic advertising to Reputation Intelligence. And MediaPost has the highlights of a recent survey from the Interactive Advertising Bureau which should make you think about the future of mobile advertising - and all of its challenges. And did you here about what Facebook wants to do with news outlets?
1) We continue to reach and hear more about the rise of Programmatic advertising. Joe Mandese at MediaPost writes ad executives they expect Programmatic to be 46% of all digital media they buy this year. That's up from 38% a year ago. The most interesting part about this piece, which is based on a study released this week by Perceptions Group, might be somewhat alarming: advertisers and agencies could be demanding more than what providers are able to deliver.
My favorite line: The survey also found an apparent disconnect between agency execs and marketers regarding the degree to which clients are currently -- and/or should be -- directly involved in programmatic decisions. Agencies say they make two-thirds of major programmatic decisions, while marketers say that those decisions are shared evenly (50/50) between the client and agency.
2) Mike Shields at the Wall Street Journal blogs about how Programmatic is putting the squeeze on medium-sized publishers. Agencies want to talk to fewer people but still get great big reach, which has caused some publishers to form alliances. Shields says sites that don't have giant scale had best be really good at reaching a coveted niche.
My favorite line: "Being good at being something general ain't going to make it," said Moritz Loew, chief revenue officer at the native ad firm TripleLift, who's logged ad sales stints at Time Inc. and Microsoft. He said publishers need something "super sexy that (advertisers) can't get anywhere else."
3) There are a couple of interesting finds in a recent survey by the Interactive Advertising Bureau (iab0. First, one-third of mobile advertising budgets in 2014 came from shifting spends away from other media. Interesting but no surprise, and some 87% of respondents were happy with the performance of mobile ads. So that's good.
Also, it appears programmatic for mobile has a way to go yet. Many marketers said they believe programmatic on mobile devices would help them reach target audiences, but very few of them actually buy mobile programmatic?
Read the report on MediaPost for more, but beware there isn't a whole lot of insight into the numbers:
4) Facebook has begun testing a way to host news content from reputable publishers on their platform so viewers don't have to go offsite to read or watch it. The New York Times, Buzzfeed and National Geographic are some of the big names currently in talks with the guys from the left coast. The report says Facebook is well aware of the need for publishers to make money from advertising. I'm interested to see what they come up with. If a deal happens - the the NYT makes me believe they are close to doing a deal - this could drastically change the way news outlets use Facebook, and it could drastically change the model of journalism going forward.
My favorite line: "The issue is also pressing, he said, because some media companies have seen a drop in traffic from Facebook that could be attributed to the company’s prioritizing of video — a much more lucrative medium for ad sales."
5) Lastly, I found this interesting: businesses in the travel and leisure industry should pay closer attention to what their customers are saying about them. A study commissioned by TripAdvisor found that price is the most important factor in booking decisions, followed by ratings on review sites and online reviews and posts on TripAdvisor. Granted, the study may be a bit biased in TripAdvisor's favor (who wouldn't expect this, right?) but it makes a strong case for using a strong Reputation Intelligence tool to monitor what customers are saying about your business.
My favorite line: "Optimism about business profitability had risen among travel accommodation owners studied worldwide by TripAdvisor between 2013 and 2015. And due to the importance of online ratings and reviews, those in this group were most likely to invest those extra dollars in online reputation management. Three-quarters noted that online traveler reviews were very important to the future of their business, and nearly the same percentage said this about online reputation management overall."