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Think about it—that video ad that you’re looking to serve an environmentally conscious mother about your new line of organic diapers is probably received more positively on her mobile device on her morning commute than it is playing on the TV in the background while she’s trying to get her kids ready for school. Those are two different mindsets.
The effervescent new campaign marks the start of a long-term strategy to evolve Queensland’s brand and maintain its leadership position as Australia’s most desired holiday destination. There’s nothing quite like ‘Days Like This’ in Queensland.
To deliver the most effective and measurable digital ads for clients, the entire digital ecosystem needs to work together to get the most out of advancements to capabilities.
The video audiences are consuming is getting shorter everyday, marketers only have 2.7 seconds to capture attention and tell a story.
Fairfax Media has become the first traditional media company to form an advertising partnership with search giant Google in a deal aimed at stemming the decline in digital advertising that is hurting news organisations around the world. In a politically significant deal management believe could be a breakthrough for the publisher of The Sydney Morning Herald and The Age, Fairfax will in effect outsource of the job of booking some digital advertisements that appear on its websites to Google’s automated system. Fairfax’s managing director of Australian Metro Publishing, Chris Janz, said the partnership was about playing to the strengths of Fairfax and not trying to “be everything to everyone”. Fairfax’s managing director of Australian Metro Publishing, Chris Janz, said the partnership was about playing to the strengths of Fairfax and not trying to “be everything to everyone”. While many media companies have battled the disruptive influence of US technology giants such as Google and Facebook, Fairfax’s managing director of Australian publishing, Chris Janz, said partnership would allow both companies to concentrate on their respective strengths. “It is important Fairfax doesn’t try to be everything to everyone,” he said. By giving Google control of booking advertisements on websites such as smh.com.au, the.age.com.au and afr.com, Fairfax hopes the Silicon Valley giant’s superior scale and expertise in placing ads through automated platforms will allow advertisers to better target specific audiences.
Armageddon is coming – I assure you. The way advertising is bought and delivered is about to change. In the last six months, both Google and Apple have introduced measures across their browsers to block advertising. Leading programmatic vendors have moved towards a first-price auction model as opposed to the second-price system. For an industry that embraces change, the key media buying organisations do not like this one little bit. The industry talks about transparency, but there is still a long way to go. The ads.txt system, which agencies demand the major media owners use in the name of transparency and fraud reduction, is a move in the right direction. But it is in its early days and yet to be a proven solution, as invalid traffic is becoming more and more sophisticated. It appears the ad tech vendors are taking things into their own hands. When someone like Google – whose core revenue is from advertising – blocks ads, it says something. I’ve heard references about the ad tech bloodbath – well ladies and gentlemen, I introduce the agency bloodbath. Unless we practice what we preach, it is going to happen. Based on the current decisions by Google, Apple and programmatic vendors, we need to work within these new parameters and ensure we understand what they mean and how we can still deliver the goods. First-price auctions provide better yield for publishers and give the advertisers true perspective on value. If advertiser X is prepared to pay Y – then let them. The biggest losers in this transaction are likely to be the agencies, as they have to pay what was actually bid as opposed to one cent above the second price.
Is 2018 all about the "new you"? Well, why suffer the tedium of the gym or nicotine withdrawal when you can read this.
Video advertising highlights Video advertising now accounts for $894.4 million of expenditure, up $294.4 million (or 50 percent) compared to the previous year. It now makes up 32.9 percent of General Display advertising expenditure, compared to 24.3 percent in 2016. “As mobile and video advertising continues to drive the growth in online advertising, IAB Australia is committed to helping brands, agencies and publishers improve their understanding of the mediums,” added Vijay Solanki, CEO of IAB Australia. “During the last quarter alone, the IAB Video Council has published its inaugural Connected TV White Paper and the Video, Audio and Mobile Councils have published new Glossary of Terms to equip marketers with a common understanding of metrics and terms – with much more to come before the end of 2017.”
