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Trends

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In 2014, advertisers saw how the changing face of the internet affected their consumers and stepped of their game. With an increase in attention towards more targeted methods, such as native advertising, many are beginning to see how streamlining ads and creating user-specific content generated higher ROI.

So what’s next? 2015 will continue to change the way we buy ad space online and create user-centric digital content. We’ve kept our eye out for the emerging trends and hand selected the most important for the coming year, so without further ado, here are the 3 advertising trends you shouldn’t ignore in 2015.

1. Direct guaranteed programmatic

There’s no argument: the way we currently buy ads needs improvement. Ad buying has progressed through the years to adjust to the digital world, but as so many clamor for top spots, advertisers are re-thinking the way they seek and purchase space. So, the online advertising arena is getting smarter and the solution is direct guaranteed programmatic.

Direct guaranteed programmatic is a new way to buy ad space for set campaigns that covers both guaranteed and non guaranteed-contracts. What exactly does direct guaranteed programmatic mean, and how does it differ from programmatic guaranteed and real-time bidding? Direct guaranteed takes the methods of programmatic guaranteed buys and automates them so they can be used in typical ad buying scenarios.

Programmatic direct, while a small subset of the overall digital marketplace, has enormous potential for the future of online advertising because it helps advertisers find and buy relevant ad space automatically and channel their efforts into spaces that will give the highest ROI. Instead of using the mainstream services such as BuySellAds, be on the lookout for new solutions such as the UK based SmartyAds. To continue reading, please click the link below;

Source: www.inc.com


For print, the beatings will continue.

Henry Blodget’s presentation of The Future of Digital is a mammoth slideshow with some delicious nuggets. The three-word takeaway is “Money follows eyeballs.” If you want to know where the money is going, follow our attention.

That makes this graph, adapted from the widely shared (and occasionally maligned) Mary Meeker presentation, perhaps the most important of the slide. It shows consumer attention vs. U.S. ad spending.

Here is is, rendered a bit more visibly, in Meeker’s presentation.

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Blodget is bearish on pay-TV and I am not bearish on pay-TV, and this graph is why I humbly think I’m right, at least in the short term. If TV accounts for 42 percent of our attention and 43 of ad spend, that does not strike me as a concerning gap, particularly when you consider that TV attention is categorically different from, say, smartphone and desktop attention. People check their smartphones for two seconds and open and close tabs within minutes. But a television show is half an hour to an hour long, and Americans still average up to four hours a day watching this stuff. That’s the sort of sustained attention that makes TV ads valuable.

In fact, it was this sort of sustained attention that made newspaper and magazine ads valuable too, before the Web took those articles, ripped them clean from their bundles, and threw them into the wind, where they and their adjacent ads scattered into the infinity of Internet. As a result, print ads have tumbled violently.

There are new bundlers now — or aggregators — and they are digital companies like Google and Facebook that create a destination for people to search and discover that infinity of content that used to be bundled. This is why Google now makes more money from advertising than magazines or newspapers.

If you, like Blodget, think that money follows eyeballs, you should expect the near future to look like the near past. The big disruption won’t necessarily be with TV. It will be … more print disruption. If print advertising continues to fall in line with its share of attention, it suggests print will lose tens of billions of dollars more of advertising in the next few years.

http://www.theatlantic.com/business/archive/2013/11/what-medium-will-the-digital-revolution-destroy-next/281400/
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