Tracking and measurement is perhaps the most important aspect of advertising.
In the display and mobile advertising world, engagement is the major key performance indicator. However, in the digital place-based world there is no such thing as click through or page views. So what do you do when there isn’t a standard tracking tool?
Heavy buzz continues to swirl as we eagerly count down the days to the most highly anticipated tech toy-filled days of the year. No not Christmas, silly! CES 2013, of course.
For those not familiar with what makes the CES convention such a big deal in the tech and electronics industry, I’ll share a little background.
Last month during my web presentation “Viewability: What publishers need to know to compete for dollars,” there were a lot of questions from the audience about whether sites would have to drastically change their layout in order to maintain their premium inventory status once it becomes necessary to transition sites from a “served” to a “viewed” impression measurement standard.
I have always been skeptical about the role that ad executions play in mobile games. Gaming publishers often defend the space by contending smartphone and tablet owners spend a significant amount of their device time in mobile gaming environments.
In 1990, cable TV was growing and media agency executives were incorporating cable channels such as CNN, A&E, ESPN, MTV and Discovery into their national television buys. Buyers moved dollars into cable to keep CPMs low and to follow the audience that was embracing the new content. Less than 10 percent of a television budget would go to cable at the time.
According to IBM’s Black Friday Report, mobile sales increased 63% over 2011 and predictions are calling for well over $1 billing in total mobile sales this year. Further reports are showing that in-store shoppers used their smartphones to search and compare bargains while battling the holiday rush.
Adweek has released their list of the Digital Winners for 2012 and the results prove that emerging technologies had quite the year.
While Twitter clearly was a dominate force during the election, boasting 327,452 tweets per minute and Instagram cashed in with Facebook at $1 billion, there were other best-in-show digital opportunities that shouldn’t be overlooked.
eMarketer expects overall spending on mobile advertising in the U.S., including display, search and messaging-based ads served to mobile phones and tablets, to rise 180% this year to top $4 billion. A recent study reveals that half of media planners will try native advertising in 2013. In the year ahead, digital marketing budgets are expected to increase by 50%-150%.
Finally, the age of anxiety about creative technology partnerships for advertising agencies is coming to a head.
More and more you’re hearing and reading about agency leaders who have seen the light about what collaborations with companies – yes, companies like Centro – can do for a business.
