A survey of agency professionals found that the majority of respondents said they depend on data insights to inform creative messaging, but the information isn’t always accessible. In fact, more than one in three creatives said getting the brand to share data insights is their greatest challenge to producing a successful campaign, and another third cited the same issues when communicating with media agencies. There’s a disconnect between creatives and data -- both in terms of knowledge and access.
You can browse the report below or access the original article on the Turn website here.
Get the slides here.
AdReaction: Engaging Gen X, Y and Z is the first global study to reveal Gen Z’s behaviours, attitudes and responses to advertising to help marketers understand the similarities and differences between the generations and how to effectively engage them. You can browse the report below or access the original article on the Kantar Millward Brown website here.
Bio
Gözde Alemli has extensive eCommerce and entrepreneurial experience after working in various marketing and business development roles for more than 13 years. As the Managing Director of Sociomantic Turkey she develops data solutions and programmatic advertising strategies for leading retail, travel, telco and finance advertisers. Her experience ranges from online and mobile advertising to programmatic technologies, data strategies and CRM.
Contact details
gozdealemli@gmail.com
gozde.alemli@sociomantic.com
+90 542 585 81 07
Launch Includes Mobile Video Reporting for YouTube and Its Partner Channels to Bolster Measurement of Distributed Content
London, 23 February 2017 – comScore, Inc. today announced the UK launch of Video Metrix® Multi-Platform providing a single, unduplicated measure of digital video consumption across smartphone, tablet and desktop devices to give clients a deeper understanding of how, when and where video content is consumed. This launch also includes the introduction of enhanced mobile video reporting for YouTube and its Partner channels, helping content producers that participate in the YouTube Partner program improve the monetisation of their cross-platform audiences across distribution channels.
“Today, we see nearly two-thirds of UK internet users accessing digital content on more than one device as the multi-platform majority continues to climb. Content producers and advertisers need a consistent, trusted way to evaluate audiences and transact in a platform-agnostic world,” said Mike Shaw, UK Vice President comScore. “The introduction of Video Metrix Multi-Platform marks another important milestone in cross-platform measurement.”
This evolution of comScore’s digital video measurement product Video Metrix®, which was launched in 2008 in the UK, now enables clients to:
"comScore knows the importance of providing impartial and comparable measurement,” said Sameer Modha, partner and customer data strategy, Mindshare. “With the launch of Video Metrix Multi-Platform that’s exactly what we have - consistent, comparable video measurement across PC and mobile screens. I look forward to understanding who really watches what, where and for how long, especially in app.”
“Mobile devices are reshaping how consumers watch video, which makes understanding unduplicated and incremental audiences across all digital devices increasingly important for media buyers and sellers alike,” said Ian Dowds, CEO at UKOM. “UKOM looks forward to the introduction of Video Metrix Multi-Platform to the market and the potential it has to help the industry better understand consumers’ total viewing habits.”
Video Metrix Multi-Platform is currently available in the UK and US and will launch in additional markets as comScore continues to expand its cross-platform measurement capabilities globally.
For additional insights relating to the multi-platform video market, please check out the infographic below.
Video Metrix Multi-Platform relies on the comScore Unified Digital Measurement (UDM) framework, a hybrid measurement approach that utilises panels alongside direct measurement from video publishers via census tags. Video content publishers interested in participating in multi-platform digital video measurement can ensure comprehensive coverage of their viewing behaviour by implementing census tags and deploying comScore’s mobile SDK. To learn more about tagging, please contact your comScore account representative. For more information on comScore Video Metrix Multi-Platform, please visit: www.comscore.com/VideoMetrixMP or contact us.
About comScore
comScore, Inc. is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behaviour everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behaviour at massive scale. This approach helps media companies monetise their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. Shares of comScore stock are currently traded on the OTC Market (OTC:SCOR). For more information on comScore, please visit comscore.com.
Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore from the MMX family of products, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.
For a detailed discussion of these and other risk factors, please refer to comScore's most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the "SEC"), which are available on the SEC's Web site (https://www.sec.gov).
Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated
Bio
Over ten years digital media experience gained across roles in both global & local clients, spanning all areas of performance media; including paid and organic search, programmatic buying, affiliate, web analytic, and branding and performance solutions.
Contact details
Email: vdemir.net@gmail.com
Phone: +90 530 041 8801
Bio
- active in marketing online/digital since 1998
- independent consultant since 2007
- certified trainer since 2009
- training programmes delivered for:
Online courses delivered for:
Contact details
doru@marketeer.ro
0722217766 / 0747217766
Dave has been working in Digital Media since 1999, spending around 9 years at i-level, Havas (Head of Digital Trading) and Omnicom (Head of Business Development, Annalect) combined. Further to that, he has spent around 5 years on the supply-side, with Advertising.com and Ybrant digital. Through Katzy Communications, he has worked with many businesses – from online startups and independent digital and design agencies, to large publishers, ad tech businesses and recruitment firms – developing sales strategies, training staff and coaching businesses on strategic development.
Tweakers is an active member of IAB Netherlands. To learn more about how IAB Netherlands has been working with other major Dutch publishers to tackle ad blocking between 2015 and 2016, please access a study from the joint ad blocking campaign and a related presentation from IAB Global Summit 2016.
With over 3.5 million individual visitors and 90 million page views per month, Tweakers, belonging to De Persgroep’s portfolio, is the largest electronics and technology website in the Netherlands and Belgium. Despite such a strong position on the market, Tweakers has been confronted with a grave dilemma: content versus commerce and more generally paid versus free content. Although we never doubted in rich and valuable content being a priority over pure commerce, the pressure on the traditional revenue models started to build up with the rise of the ad blockers. While all online media publishers are being confronted with the issue, our predominantly tech savvy community made it even more challenging. In our case we found the problem also proved to be the solution, which turned the thread into an opportunity with continuously growing (financial) potential.
Whitelisting
In 2014, we undertook our first action against ad blocking, when we decided to place a (fall back) banner on our site directly addressing users with an adblocker. A message from our editor-in-chief in which he honestly and transparently explained our business model, whereby as a website we depend on advertising in order to continue to deliver high quality content to our users. We asked those visitors to stop blocking and start whitelisting, in order for us to continue to do what we do best and in order for them to continue enjoying this for free.
The campaign, which led to a reduced level of ad blocking and increased whitelisting, was the first step in opening up a dialogue with users with regards to the topic of ad blocking. Surely not the last one, though. We do understand the criticasters, and we often take a critical view to ourselves: if we promise ‘free’ content, advertising should never actually stand in the way of consuming that content. In everything Tweakers does, it always puts its users at the center, and this does not only apply to content and design but also to advertising. We have, therefore, always believed and implemented a very conservative advertising model, contributing to an optimal user experience.
More than just LEAN
Tweakers does not serve banners that overlap content or otherwise get in the way of the user , e.g. layers, floor ads, lightboxes et cetera. Furthermore, Tweakers limits the actual amount of available space for ads and the fillrate itself is constantly monitored. The goal is not to fill each individual page with an ad. With regards to prerolls these are always skippable after 5 or 10 seconds, regardless of the duration of the video itself.
A fast and responsive site are essential for a good user experience, therefore Tweakers administers internal guidelines that guarantee a perfect experience. As such, banners are loaded a-synchronized, not polluting and delaying other site content. In addition, initial load size is limited to 50kB. For mobile, we try to limit this even further to 5kB.
In order to protect the privacy and security to the best of our abilities the complete site is available through an encrypted https-connection. An additional aid, also complementing user experience, is achieved through the limited amount of tags. On average, Tweakers only delivers three to five tags per page, against an average of fifty plus on other large media titles. Thanks to all these changes, our advertising policy and revenue model are now not only transparent, but can be verified by the public.
If for any reason an ad is served that does not comply to our rules, users have the possibility to easily flag the ad on the site, using the forum topic about advertising. We personally reply to comments and we try to explain the policy. Most of the times we make sure the display ad is removed or altered that same day, always providing the user with feedback.
And although we have found the ad block percentage to be above average, with a tech savvy community such as ours, nonetheless over two thirds of our visitors have taken the effort to whitelist Tweakers. Enabling us to reach a consumer group that for most advertisers on other media have become unreachable. Funnily enough, this had become a sales argument. Thanks to an overall ad policy which goes beyond LEAN (Light, Encrypted, Ad choice supported, Non-invasive ads).
Beneficial for both user and advertiser
Over and over again our policy has proven successful for both advertiser and user. Where dialogue with our users has brought mutual agreement. Resulting in a site not flooded with banners, but literally leading to a concept of ‘less is more’. A site where advertising gained relevance for the user, therefore accepted and valued. Resulting in an ad viewability of over 70 percent and an average CTR of 0,60 percent per campaign.
Remaining one step ahead
The percentage of ad block users has stabilized for now, but surely this will not be the end of it. What happens when traditional online advertising no longer suffices as there is no one left to serve a banner to. As we would not like to wait for this moment to arrive we, similarly to most other media publishers, we have sought to develop new and alternative revenue models. The biggest of which has become our concept team, realising branded content, activations and events for our biggest advertisers, which is also to engage our highly committed users. In 2017, this revenue levels up to the display advertising revenue.
The course undertaken by Tweakers over the past years clearly pays off. Tweakers is now at the forefront in the Dutch media landscape, complementing both advertisers and users. Our goal is to remain one step ahead by creating and embracing new developments and opportunities, always with our users in mind.
Bio
Ilke is Head of Programmatic at PUBLICIS- STARCOM MEDIAVEST- VIVAKI TURKEY and has a vast experience in the industry. Her complete resume can be downloaded below.
Contact details
ilkeyirik@post.harvard.edu
+ 90 0532 564 65 22
I am delighted to have been elected as Chairman of the IAB Europe Programmatic Trading Committee. The committee has produced some invaluable assets to date including the Attitudes to Programmatic report, European Programmatic Market Sizing and various white papers, webinars and infographics. I will ensure that the committee and members continue this excellent work to help continue to build understanding and dispel myths around programmatic and ensure it is considered part of the full digital advertising landscape from premium and brand campaigns through to direct response.
The substantive scope of the committee in 2017 is:
In my role as chair one of my key goals is to present the benefits of programmatic trading across the spectrum of the media industry; advertisers, agencies (and not just the trading desks), buyers, tech providers and publishers. We will focus on the benefits and efficiencies that exist for buying across multi platforms, multi formats and multiple models, and be robust on the controls we enable for buyers and sellers.
Having worked both within the agency world, as a publisher seller at Microsoft on a programmatic platform, and as a platform seller of AOL technology I have an understanding of the pressures all sides face, allowing my fellow committee members and I to ensure we address all stakeholders. Additionally, in my role connecting DSPs to our SSP platforms I have a good understanding of the need for constructive partnerships and being an open platform, addressing wider goals of the industry.
More information can be found here or if you are interested in getting involved please contact Marie-Clare Puffett, Business Programmes Manager at IAB Europe – puffett@iabeurope.eu
This is the third edition of the Dutch National Search Study from IAB Netherlands and DDMA. The ambition of this study was to arm agencies and advertisers with the insights they need to make strategic decisions.
You can browse and download the report below. The original article (in Dutch) is accessible here.
The French 2016 Digital Ad Spend Report developed by SRI, PwC and UDECAM can be downloaded below.
