This post originally appeared in AdExchanger: "Header Bidding Doesn't Work For Video"
Consumers in APAC watch more than 1.6 hours of online video content daily, nearly matching the 2.0 hours of traditional TV they consume daily, a new report says.
Last month we rolled out the brand new HTML5-first Ooyala Player with broad support for the industry’s leading ad servers and the latest IAB Standards. Over the past month, as we’ve been working closely with our customers to help them transition, we have received a number of questions about the latest ad formats from customers who monetize via advertising.
Publishers are losing nearly 10% of their digital ad revenue – some $27 billion by 2020 -- to ad blockers, a new study says, creating a demand for new strategies to counter an evolving ad blocker industry and the increased adoption of ad blockers by Millennials.
Juniper Research, in its Worldwide Digital Advertising: 2016-2020 report, said ad blockers are becoming more sophisticated and difficult to overcome as they pour more money into development.
Global programmatic advertising spending could grow at a CAGR of 20.56% during the period 2016-2020, as rising disposable income and Internet penetration in APAC and South America fuel two of the fastest growing markets for programmatic advertising, according to the report from Research and Markets.
The study said increased use of the Internet generates significant data, making it easier to identify target audience.
Forget about the Detroit Lions and their five losses to start the NFL season, TV execs are worried they may be on the same streak as TV viewing this fall season has dropped nearly 12% among Millennial men.
And, according to the Los Angeles Times, viewing by Young Millennials (18-24 years old) dropped an even more alarming 16% (viewing by Young Millennial women is down nearly 9%)… and those numbers are across live linear and time-shifted viewing.
Nearly nine in 10 media planners (86%) say they expect mobile’s share of advertising to increase over the next three years, with a nearly equal number (88%) saying they are buying programmatically for all brands they work on today.
Two thirds also say they expect advertising online to also grow during the next three years as well as 34% expecting growth in digital place-based media (DPB).
There’s a steadily growing investment in mobile programmatic advertising globally, and the Americas are leading the way. Some 63% of programmatic buyers are located in the Americas, with 26% in EMEA and 11% in APAC.
Targeting of programmatic also has taken hold in North America, where 78% of programmatic campaigns are targeted, according to a Q1 2015 study by Millennial Media. That falls 50% to just 39% in EMEA, 24% in APAC and 19% in LatAm.
Ad blocking has become a growing problem, with some European publishers seeing more than one-third of their ads being blocked.
Dublin-based PageFair, which advises publishers how many visitors are blocking their ads, said more than one-third (33.7) of all ads directed at Polish viewers are blocked, with Argentina (33.5), Sweden (33.4%), Finland (32.2%) and Germany (30.4%) following.