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June 21 2013

09:47

VivaKi’s Kurt Unkel: Programmatic Is Here But Mobile Is In Testing

CANNES It’s now a hackneyed industry forecast: “This will be the year of mobile advertising.” But VivaKi products and services president Kurt Unkel thinks advertisers is still testing out the opportunity.

“There are a lot of things still being learned about mobile,” Unkel told Beet.TV in this video interview during Cannes Lions.

“How do we define an audience in a mobile space that’s a cookie-free environment? We’re finding other identifiers that we have to get savvy about. Nobody’s cracked it.”

But one thing Unkel is convinced has now fully materialised is “programmatic” ad-buying techniques, which he interprets as the holy grail of addressable advertising.

“The client appetite for it is very high. The technology has met the philosophical goal,” Unkel said.

Beet in Chicago on July 10

Unkel is hosting a Beet.TV event about programmatic buying at the VivaKi headquarters in Chicago presented by TubeMogul.

June 19 2013

11:30

Twitter Is Now The #5 Digital Ad Platform

CANNES – Now that it has turned advertisers on to its marketing tools, Twitter is snapping at the heels of the biggest online ad gorillas, according to industry data.

“When you’re talking about the digital landscape, there are four dominant players that everyone knows – Google, Yahoo, Facebook and Microsoft,” ZenithOptimedia global CEO Steve King told Beet.TV in this interview during Cannes Lions.

“Those four companies represent about $49 billion out of the $77 billion of ad spend that’s generated. In fifth place would be Twitter, but still some way behind those companies.”

Twitter has spent the last couple of years implementing its ad propositions including Promoted Tweets. Now, with recent big tie-ups announced with WPP and ZenithOptimedia owner Publicis, Cannes Lions 2013 – and ZenithOptimedia’s data – show Twitter emerging as a major vendor in the space.

“It’s rate of growth is much higher than the other companies - they’re a much more nascent player,” King added.

ZenithOptimedia’s latest advertising forecast again credits growth in social media and online video ad spend as the driver of a 20 percent jump in internet display  expenditure. Those two categories are forecast to pull 30 percent more money this year. Press release and executive summary here.

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