'Fresh' UK Marketing News from theMarketingblog

Almost three in every 10 pounds spent on online display ads in 2013 were bought through ‘programmatic’ technologies

PROGRAMMATIC ACCOUNTS FOR 28% OF UK DISPLAY ADVERTISING

Equates to about £500 million being traded programmatically

Programmatic forecast to account for nearly half (47%) in 2014

Almost three in every 10 pounds spent on online display ads in 2013 were bought through ‘programmatic’ technologies, according to the first ever study which quantifies how UK digital display advertising is traded.

Conducted by research and strategy consultancy MTM on behalf of the Internet Advertising Bureau UK (IAB), the “Internet Advertising Bureau UK Media Owner Sales Techniques” study shows that of the £1.86 billion¹ spent on display ads across the internet and mobile in 2013, 28% (about £500m million) was traded programmatically. ‘Programmatic’ refers to display ads that are bought and sold using automated systems and processes such as real-time bidding. 

Direct sales between publishers and agencies/advertisers accounted for half (51%) of UK digital display ad sales while just over a fifth (22%) were bought through ad networks.

“Prior to this new research there was no reliable way to evaluate how big a role programmatic plays in the display market so it was time to put a stake in the ground and give the industry accurate numbers,” says Tim Elkington, Director of Research & Strategy at the UK’s Internet Advertising Bureau. 

“It’s important the industry understands how the market is split as it enables all those involved  – media owners, advertisers and agencies – to take advantage of the exciting opportunities programmatic presents.”

Here is comment from Martin Kelly, CEO/Co-Founder of Infectious Media - a leading player in real-time advertising:

  "The growth of programmatic media trading in the UK is no surprise. The big story here is the underlying growth of display advertising. Programmatic has breathed new life into this previously exhausted channel. This turnaround of display is the surest sign that advertisers are waking up to the power that programmatic media buying gives them."


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Startup News : Taggled adds clickable tags to videos which makes them easier to share

Belfast start-up Taggled in ‘vlogging’ breakthrough

In a move highlighting the growing popularity of video blogging (‘vlogging’), an unheralded Belfast start-up is supplying video creators with a free digital tool which allows them to add clickable products, people, place and music tags within their videos.

The company,has signed a deal with Nasdaq-listed Wix that enables customers of one of the world’s leading website builders to use its service. Taggled adds clickable tags to videos which makes them easier to share as well as offering users the chance to buy items direct from the video – with the video creator earning a commission as a result.

Founder Ian Scott says: “Up until now, there’s been no way to offer viewers a way to interact with videos and allow them to dig deeper into what they’re seeing.

“Vlogging is one of the Internet’s boom industries. While make-up and beauty videos are the most popular areas, Taggled is increasingly being used by businesses who want to make their videos shoppable. Our research has shown that by providing interactive and clickable video, audience engagement is up to 20 times higher compared with regular videos.”


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Seven habits of successful digital marketers in 2014
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Big players like Nestlé, Mars, Taco Bell and others are all jumping onboard the co-branding marketing trick

Kellogg's is one of the most recognizable brand names in food. Yet when the breakfast powerhouse recently decided to launch a peanut-butter cereal, the brand apparently came to the conclusion that the Kellogg name itself wouldn't be enough. So it struck a licensing deal with J.M. Smucker Co. to create Kellogg's Jif Peanut Butter cereal, whose boxes carry the familiar red, blue and green stripes of the Jif brand, along with Kellogg's red script.

Licensing deals like this are one of the oldest marketing tricks in the book. But the tactic is getting more love this year as brands look for ways to break through in the increasingly cluttered grocery aisle. In the first five months of the year, 6% of all product launches relied on co-branding, double-trademarking or licensing, which is up from 3.5% for 2013 and 2012, according to a new-product database maintained by market-intelligence company Datamonitor.

Tom Vierhile, Datamonitor's innovation-insights director, said in an email that the increase in co-branding is a way to break through ad clutter and leverage marketing dollars spent on the brands involved, noting that big players like Nestlé, Mars, Taco Bell and others are all jumping onboard. 

Via Advertising Age

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