Close your eyes. Imagine walking into a store, with your eyes still closed, and trying to buy something without being able to see anything – the salespeople, the products, the shelves and racks… nothing. That’s what it’s like for digital advertisers and agencies buying in some programmatic marketplaces. In the past, this was acceptable for advertisers, because although they were buying inventory blindly, they could buy at scale, measure their campaigns and still achieve a reasonable return on advertising spend.
As March Madness tips off this week, the first round teams lace up to step on the court, and employees in offices across the country prepare their brackets, we are reminded of the marketing power behind mega sporting events and why it’s important to begin thinking about them as immense marketing opportunities.
By Jaime Lefkowitz, Sr. Director of Mobile, PubMatic
With Super Tuesday behind us, and the primaries heating up, candidate’s ability to leverage the power of programmatic advertising has never been more critical. Hillary Clinton and Donald Trump have emerged as the frontrunners for their respective parties, but other contending candidates remain in the race, and they need to have the right strategy in place if they want to come within reach of the oval office.
A Conversation with Hussain Rahim, Director of Product Marketing at PubMatic
Private marketplace (PMP) adoption continued to increase in 2015, and there are no signs of it slowing down in 2016. eMarketer estimates that PMP spending will reach $3.65 billion this year and grow 35% to a projected $4.93 billion by 2017. But like so many other fast-growing areas in digital advertising, there is some confusion that surrounds it. In order to shed some clarity on the subject, we sat down with Hussain Rahim, Director of Product Marketing at PubMatic to get some answers.
We are thrilled to return to Barcelona next week for Mobile World Congress, where PubMatic’s global mobile experts will be eager to discuss the top-of-mind issues for leaders in publishing, media and advertising today.
As we prepare for the conference, we wanted to share a brief preview of the top three focus areas we’re looking forward to discussing with attendees: effective monetization strategies for publishers, inspiring media buyer confidence and global mobile growth opportunities. Read more about these trends below, and we look forward to meeting with you at the conference to talk further.
To schedule a meeting with someone on our team, click here or visit our booth at Hall 8.1 – App Planet Stand 8.1E61.
On Thursday, February 4, PubMatic employees across the globe will team up for PubMatic’s second hackathon, dubbed The Innovation Contest at PubMatic, which will take place simultaneously in its Pune, Redwood City, and New York City offices. This 36-hour event will focus on creating solutions that will help drive monetization for our publishers and help us achieve our goal of exceeding our customer’s expectations. Last year’s winning teams won cash prizes for developing an intuitive and intelligent search, discovery and recommendation engine, an optimized user sync pixel for DSP, and real-time bid throttling for an ad server.
By: Jim Tarr, Director of Product Marketing Big Data & Analytics Alaric Thomas, Director Product Management Big Data & Analytics
Private marketplace (PMP) adoption continued to increase in 2015, and there are no signs of it slowing down. eMarketer estimates that PMP spending will reach $3.65 billion this year and grow 35% to a projected $4.93 billion by 2017. These gains are driven, in part, by the premium prices that PMP inventory garner. PubMatic’s Q3 2015 Quarterly Mobile Index Report found that PMP CPMs are higher than non-PMP CPMs, by a factor of 5-6x for mobile PMP and 3-4x for desktop PMP.
Publishers are embracing PMPs as a means to gain more control over which advertisers run on their premium inventory in the programmatic space. Buyers are interested in PMP as it allows them to better reach their target audience through a publisher they trust, with the benefit of access to premium inventory that might not otherwise be available in the open market.
While PMPs will likely continue to be an effective programmatic solution in 2016 for publishers and buyers alike, they present some challenges. For publishers, issues like finding the right buyers, setting pricing and troubleshooting can create barriers to successful PMP implementation. However, with the right data and actionable information, these challenges can be overcome. The following are a few suggested strategies for publishers to address these issues by leveraging analytics.
As we reflect on the changes and trends from 2015, it’s clear that it has been a transformative year for the media industry. In addition to the rise in private marketplaces and video capabilities, maturity in mobile took center stage. 2015 saw significant strides for the smartphones and mobile devices we carry everywhere, with U.S. adults spending an average of 2 hours and 54 minutes per day on these devices, according to eMarketer. As we enter 2016, we outlined three major developments from last year that indicate mobile’s continued ascension toward consumer and media dominance:
The Publisher’s Crystal Ball Part II: 2016 Digital Advertising Industry Predictions
In our first group of predictions, we discussed four trends on how we see consumer behaviors impacting the digital media and advertising industries in 2016. In part II, we’ll discuss what’s ahead in the New Year in terms of the digital advertising industry at large. Specifically, five industry trends are of note and will have a large impact on the path forward in 2016.
The Publisher’s Crystal Ball, Part I: 2016 Consumer Predictions Impacting Digital Media & Advertising
2015 has been a year of incredible growth and change for the digital media and advertising space. From the ever-evolving list of challenges to the growing innovations in technology, publishers have been pushed to find new solutions to advertiser issues and maintain relevance in an increasingly crowded space. As we look forward to 2016, change is the only constant. With that in mind, we’ve put together an overview of our top nine predictions for digital advertising in 2016 – for consumers and for the industry at large. First up, consumer predictions that will impact the digital media industry: