Digital advertising update on trending topics seen in the last month of September 2015…
As advertising spend moves to digital devices, content delivery and engagement are in greater demand. The latest statistics reveal that 89% of US businesses now use social media within their strategies to secure the new marketing verb, ‘ENGAGE’. Driving conversations with specific audiences leads to increased visibility and changes the measurement data, not only quantifying who we are reaching, but what type of exchange is taking place…is it engaging, positive, negative or flat?
According to a new report from “eMarketer”: Facebook and Instagram will account for $16.3 billion in social media spend this year, while Twitter’s market share will fall. The report also claims that Instagram will generate $600 million this year, which will equate to about 5% of Facebook’s total ad revenue. For 2016 it predicts that this number will be 1,500 million.
As a whole, the drivers of digital media are growing at a rapid rate and PARTICIPATION sheds light on the consumer and how, when and where they consume media. Metrics are fluid, reliable, and an intrinsic necessity for today’s marketing campaigns.
Ad blocking has been a trend in recent days, due to the release of Apple’s new operating system, iOS 9, which enables third party ad blocking apps. This move by Apple has brought the 10-year-old problem to the forefront, and surprisingly, leading ad tech experts are putting a positive spin on the problem.
Content developers are creating whitelists so that publishers who modify their ads to meet certain less obtrusive guidelines, and of course pay a fee, can avoid being blocked. If that practice takes on a new focus on producing high-quality content, standards are raised and visibility is increased.
Another encouraging idea emerging from “AdBlocker-Gate” is the potential for publishers to target tech-savvy users using ad-blocking software. As Jon Anselmo, senior vice president and general manager of digital innovation at MediaVest, said, “People’s behaviors, including ad blocking, give us insight into who they are and what matters to them. A tech-savvy nature could be one of those.” ideas”. .” This idea about ad blocker targeting is very appealing, and the general consensus is that these users are the ‘hard to find’ consumers, putting them in a niche targeting segment.
Industry leaders see the advancement of ad blocking users as a necessity to optimize creative guidelines that lead to increased viewability metrics and positive consumer experiences.