More than half (58%) of U.K. advertisers and agencies optimize campaigns using view-through rate as the priority when looking at campaign objectives, according to a new report.
According to the report, from ad-tech firm Videology, two thirds of U.K. campaigns in Q2 2016 targeted more than one device, as brands continue to plan digital video holistically.
Other highlights from the report:
This post originally appeared in MediaPost
How will programmatic video expand globally in the months and years to come?
U.S. programmatic TV ad spending is forecast to grow more than 14X between 2015 and 2018, reaching $4.43 billion compared to $310 million in 2015.
The forecast, from eMarketer, shows programmatic ad spend increasing from 0.5% of TV ad spending to 6% over the next three years. Programmatic is expected to total just over $710 million this year and $2.16 billion in 2017.
PricewaterhouseCoopers’ (PwC) 17th annual Global Entertainment and Media Outlook 2016-2020 said Japan’s increasingly automated media buying is helping to grow ad spend, noting that strong demand for programmatic technology from premium publishers will help push Japan’s media market to $170 billion by 2020, from its current $154 billion.
More than a quarter of U.S. Internet users are likely to use ad-blocking technology this year, a 6% increase from a year ago, a new study says. And, it’ll be worse next year, with forecasts expecting nearly a third (32%) of Internet users to use ad blockers.
eMarketer reports that nearly 87 million Americans will block ads in 2017, up frpom just less than 70 million this year and 52 million a year ago.
Is 2017 the year programmatic advertising takes off? No doubt, Tim Barnes, chief product officer of AudienceScience told The Drum.
“Next year will truly be the year where we are starting to see a lot of adoption of actual programmatic buys across the medium,” he said in an interview at Cannes this week.
And, he said, TV eventually will be totally addressable… eventually.
The New York Times is tired of fighting ad-blocking technology – which its chief executive called unfair and deceptive – and will launch a higher-priced ad-free digital subscription aimed at helping customers do the right thing while helping the company.
Ad blockers globally cost publishers an estimated $24 billion in unrealized ad revenue in 2015 as more than 200 million consumers used the technology.
Facebook is offering former clients of its now-closed LiveRail programmatic ad tech platform the option of riding on an abbreviated version of the platform, but that still means publishers will need to come up with their own alternative for most of their programmatic needs, according to a published report.
U.S. Internet ad revenues topped $15.9 billion in Q1 2016, a record, and more than a 20% increase over last year’s Q1 record-setting $13.2 billion. The increase is the sharpest Q1 spike in ad spending on the Internet in four years, according to a report from the Interactive Advertising Bureau’s (IAB) Internet Advertising Revenue Report conducted independently by PwC U.S.
More bad news for publishers – ad blocking is spreading like a virus among consumers.
Sweden has the highest percentage of consumers using ad-blocking technology, according to a new report that says ad blocking generally is widespread in the Nordics.
In Sweden, ad blocking on computers among users aged 15-74 approaches 40%, said the report from Mediavision, while in Finland, Denmark and Norway it’s closer to 30%.
Nearly half (48%) of Australian marketing execs say they use programmatic buying, helping to push the APAC region’s programmatic use to 41%. Just trailing, at 46%, are advertising execs in Japan and Singapore.
Forrester Consulting said nearly all of the respondents (96%) to its survey who already were using programmatic said they plan to continue investing in the ad technology over the next two years, with 82% saying they were satisfied or highly satisfied with their experiences.