ZEDO Advertising Technology Updates – August 2014

Custom Rich Media Ads on Roadblock template:

We have now added support for Custom Rich Media Ads under the Roadblock Create ad template which will allow users to create Roadblock ads using multiple Rich Media Ads.

Below is the screenshot of the template:

august2014

 

Other Enhancements:

  • Non-editable start date for All Campaign
    The start date of a campaign will be disabled after any ad in the campaign serves its first Impressions/Clicks/Actions or other event metrics.
  • Fix for AS3 click tag detection
    All Issues related to AS3 click tag detection in the create ad form are now resolved.

Programmatic Spend Reveals Greater Planning

Programmatic advertising has outgrown its original reputation as a place to pick up cheap remnant inventory at the last minute. As brands and agencies try to meet consumers where they are, they are finding the need to look across the media landscape for the same customer on a number of different devices and on a variety of platforms.The consumer has become, quite literally, a moving target, and there is simply no other way to build scalable campaigns without the automation and reach programmatic can offer . Although the retail and CPG industries have been in the forefront of this movement, they’re followed closely by travel, telecom, and financial services — all fields in which competition is fierce.

As a concomitant, the RTB environment has grown to include much more than simple display advertising. You can buy pretty much any kind of advertising in real time now, even video. From January through April 2014, display advertising remained fairly constant, but all other data-driven marketing channels grew, according to Turn’s Advertising Intelligence Index. Across all the channels, the competitive advertisers are beginning to plan in advance and stabilize at higher levels of spend.

Turns study reported a decrease in the volatility of spend, as well as growth in the number of dollars spent. This information reveals that marketers are planning in advance for cross-platform campaigns, rather than operating through trial and error and merely reacting. Once marketers recognize that they have to  leverage data and approach planning with a new appreciation for cross-channel impact, smoother spend is a natural consequence.

Compared to the same period in 20o13, Turn saw far less budget allocated at the end of traditional marketing quarters this year—advertisers are planning programmatic strategies in advance and are preparing better for seasonal patterns and variations in the marketplace.

It’s about time marketers approached their media buys more strategically, and thought more about how to execute programmatic campaigns for maximum audience effect across channels. More marketers are entering every channel, in every industry, leading to stiffer competition for available inventory. They are getting smarter about harnessing data and targeting spending to find customers across the media landscape. The degree of volatility still varies across channels, but Turn says mobile, social, and video are all converging toward the stable, consistently high level of competition that we’ve seen in the display market for some time now.

If you’re not already running a cross-channel integrated marketing campaign, leveraging audience data and your own customer data, you’ve lost your advantage in the programmatic market.

Online Video Advertising Continues to Grow

A new study by Woodside Capital Partners says the ad tech industry is at an inflection point, driven by four key trends: mobile, social, video, and data analytics. We agree, and as one of the most experienced players, we’ve tended to avoid the fund-raising and M&A frenzy in favor of product development and expansion through the addition of new customers on both the advertiser and the publisher sides.

However, we’re able to do this because we chose the right place to use the considerable talents of our dev team: high impact video ad formats. We’re here with industry-leading product as the industry trends converge toward us. We have no need  for M&A.

We already knew  online video advertising was just beginning to grow, because younger users will continue to shift the way they consume video content away from the desktop. While the rule of thumb used to be “no one will watch an online video that’s more than two minutes long,” users have actually trained themselves to watch feature-length films on their iPhones.

Of course that’s still not the first preference for watching video, but the cross-platform user base is growing as consumers  have graduated from owning a disconnected PC and TV to also owning smartphones, tablets, and internet-enabled television sets.   eMarketer says that TV consumption shrunk 3% in 2013 for the first time ever. from 4 hours and 38 minutes to 4 hours and 21 minutes. We think that is going to continue.

And where did all that saved time go? Well, consumers viewed a total of 233 billion online video ads in 2013, up 106% y/y (comScore).

Also according to eMarketer, spending on U.S. online video advertising will grow at a compounded annual growth rate of 21.6% from 2013 to 2017, increasing from $4.1 billion to $9.2 billion while TV advertising spend is expected to increase at a 3% CAGR from 2013 to 2017, increasing from $66 billion to $75 billion. And  MAGNA GLOBAL thinks global online video ad spending will increase from $8 billion in 2013 to $28 billion by 2018, a CAGR of 27%. These annual growth rates signify structural change in the media industry, responding to consumer choices.

Like most people in the industry, we expect stronger growth in online video consumption next year and believe that spending will be driven by the continued shift from TV to digital video, increased smartphone and tablet use, and further development of online video content. CBS has announced that some of its new shows will not ever appear on CBS TV, but will be developed to be seen online. HBO is also sending more and more content online.

In this industry, it’s the consumer, not the technologists, who call the shots. And the consumer has been calling the shift away from the TV and the PC for the past couple of years.

 

Effectiveness: It Starts with Viewability

The problem of viewability is an important one, but it’s only a first step in delivering ad campaigns that brands find effective. Effectiveness is what brands are measuring now. As a company that’s been on the bleeding edge of this issue for two years, we were glad to see more publishers understand that their inventory had to be at least viewable to command premium pricing, and more advertisers become educated on how to make their campaigns yield better results through more than just viewability.

Once the MRC allowed advertising to be bought on the basis of viewability, the field of potential viewability auditors expanded immediately, and things got — if anything — more confusing. While we have created and tested our own formats, we have also used several viewability audit vendors. Some do not measure video, while others do not excel at mobile. Both are important for our publishers and advertisers, who want to measure effectiveness — a metric beyond just visibility. It will be a while before all this settles out.

We recently partnered with MOAT, the software analytics company, to test our mobile and video formats for both viewability and effectiveness. Effectiveness is what an ad that delivers real results possesses. Effectiveness is what advertisers want. In display this used to be called click-through-rates (CTRs), but now it has other names.

MOAT calls this “capturing attention,” because that’s what brands want to do when they advertise.  Viewability is only one part of that equation, in fact, it’s the baseline, the de minimus requirement for an ad..  Effectiveness is what brands really want from their ads. And for that, brands have to capture attention.

So big brands are measuring not only viewability, but who sees their ads, how, and in what context. Was the ad delivered in the right geography? And if it was viewable, was it viewed by a bot, or by a human? This has become another increasing concern. For advertisers, inventory isn’t space on a page, it is a set of eyeballs, a combination of good quality creative positioning combined with the right audience, and the right context.

Viewability measurement began in the display space, well before the MRC said it was a currency. But it was still necessary to test more than sheer visibility. Kellogg began running numbers on its campaigns last year. If a campaign  was at least 50% in view, what was its effectiveness? They found that if you could get up to 75% in view, you could have a 68% more effective campaign.

Video’s potential  can drive volume way in excess of display. Large CPG firms like Kellogg are very well aware of the KPI’s for their campaigns; and programmatic allows for the real-time optimization of campaigns. Now a marketer can monitor a campaign,  go in and change what’s not working.

Applying viewability for video gives you better metrics than before for the success of video ads, but it just doesn’t give you everything. You want to know more than just completion rates; you want to know whether the audio and video were still on at completion. Some domains have high completion rates, but the video isn’t visible on completion even if it’s playing. It’s called the “audible-visible” metric.

 

 

ZEDO Advertising Technology Updates – July 2014

ZEDO PLAY
ZEDO’s first showcase app “ZEDO PLAY” is now live on the Google Play Store (the iOS version will be out shortly too).

ZEDOPLAY’s initial release brings to you all our in-app offerings with standard ad units, rich media MRAID units (from prominent 3rd parties like Celtra, Crisp etc.), fullscreen & popup interstitials, custom placements and in-stream video ads with many new formats in the pipeline. ZEDOPLAY uses our new API-based SDKs. The initial feedback and benchmarks not only suggests that the new SDK performs and looks fantastic, but also leaves the competition behind by a fair margin.

You can download the app on your Android devices directly here -
https://play.google.com/store/apps/details?id=com.zedo.zedoplayandroid


Responsive Ads

Enable you to reposition and swap ads in real-time as per the user’s screen size. You will have to define the screen size break points and ad dimensions that need to be loaded.


Downloadable VAST Videos

We have added support to download the video files uploaded and transcoded from the “VAST compatible” create ad template.


IAB Mobile Rising Star – PULL

ZEDO now supports the IAB Mobile Rising Star – Pull format. It is a two component ad unit which appears as a standard banner but on user interaction slides vertically over the publisher’s content into a full screen ad. It offers audio-visual interaction and other rich media experiences. The sliding effect calls for longer attention span and greater engagement.

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