This Week in Digital Advertising: August 14th, 2020

This Week in Digital Advertising: August 14th, 2020

Hello, Bidtellectuals! Hope you’re keeping cool and dry… seems to be hot everywhere lately! Congratulations to Bidtellectual of the Week Kelsey Wagner!

Thank You Bidtellectuals

And while we’re at it, we’d like to send a huge CONGRATS to all the recent Bidtellectuals of the Week. We made a video to thank you. Pretty sure it’ll bring a huge smile to your face. A huge thank you to everyone at Bidtellect, who has worked so hard during such an unusual and stressful time. We love you and appreciate each of you more than you know!

 

Do you know how your third-party data is being used?

ICYMI: In June, BPA Worldwide, an organization that provides media audits of audience clams, published an Open Letter to the Digital Advertising Industry.” It said that the current real-time bidding (RTB) infrastructure allows bad actors to harvest(without consent) publisher-specific and audience-specific data – a significant third-party data breach. The letter is at times vague, and placing restrictions on the midstream could have worse unintended consequences. Just Media spoke to leaders from Bidtellect, IDG (International Data Group) and Bombora about the issues addressed by the BPA and what it means for B2B publishing. How is audience data being used by publishers and third-party data providers? How prevalent is the issue? This is a must-read for digital marketers who want to gain a deeper understanding of how bidstream data is being used by publishers and third-party data providers.

Nielsen: More Time Spent on Smartphones, Tablets, and a Preference for WFH in 2020

Nielson’s August 2020 Report points to some key trends for marketers and advertisers: overall media consumption jumped significantly in the first quarter of2020, video streaming increased from 19% to 25% from Q4 2019 to Q2 2020. Not a huge surprise, given the shift to WFH and #quarantinelife. Also interesting to note is the average time spent on Smartphones increased from 3:01 in Q1 2019 to 3:46 in Q12020. Nielsen also found that 80% of respondents would prefer to work for a company that allows them to work remotely from any location of their choosing, which could have huge effects on discretionary spending and location populations.

eMarketer’s Latest Report: B2B Digital Ads Are Future

Is on B2B. Their headline? “COVID-19 has pushed B2B advertisers to rely heavily on paid digital ads—more than ever before.” If that sounds familiar (!!!!), you probably read our research compilation and/or one sheet on B2B and the coronavirus impact. In fact, we said digital advertising is the golden opportunity and offered B2B messaging suggestions. Ok ok, enough about us. More new stats from eMarketer include: B2Bdigital ad spending will grow 22.6% year over year amid the coronavirus pandemic; the healthcare sector will see the most growth, while B2B travel ad spending will fall.

Summer Reading

How has your summer reading been holding up? Good news: Bidtellectuals made a list at the beginning of quarantine with some of their fave reads. Maybe reading now looks like hiding out in your garage with a cocktail for some peace and quiet – no judgment here! I couldn’t put down Where the Crawdads Sing and just started AtomicHabits – both of which were recommended on this list. Maybe you’ll nd a new fave, too!

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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

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Mobile is the Move: Why Your Content Strategy is Losing $$

Mobile is the Move: Why Your Content Strategy is Losing $$

Since Mary Meeker boldly declared a $7 billion mobile advertising spending opportunity in her Internet Trends Report, the spotlight has shone bright on the future of mobile advertising. As smartphones’ capabilities advance and younger generations’ (especially Gen Z) appetite for handheld content increases, there’s no doubt that mobile advertising should follow suit – and style.

Let’s start with phone use: whether your source is eMarketer or AdWeek, users now spend between 3.5 and 5 hours (or more) on their mobile phones – ⅔ of which are on smartphones (eMarketer) – no surprise there. If you walk down any street or settle into any waiting room or, well anywhere, most people will have their phones out. I mean, are you on your phone right now? The proof is in the Text Neck – a new “modern spine ailment” the rampant neck pain caused by looking down at your phone too much! This can be a legitimate problem for some people, so finding ways to manage this pain is super-important. Those wishing to use a natural solution may wish to look up something like “is CBD oil legal” in their country to see if this could be a potential option for them, as well as look up

But how much interaction are these sore users having with brands? According to Google, people today have 2X more interactions with brands on Mobile than anywhere else (includes TV, in-store, you name it), and 89% of people are likely to recommend a brand after a positive brand experience on Mobile. Well hello engagement opportunity! Nice to see you there! Furthermore, this engagement might usurp even Desktop use: 83% of internet users will use a mobile phone to go online according to eMarketer.

This trend became clear in our own analysis of our 2018 data: mobile engagement is climbing. Average Mobile CTR for 2018 was 0.35%: in Q4 of 2018, the Mobile CTR was 150% higher than Desktop’s.

Not only that, Mobile Time On Site increased by 28% from Q1 to Q4 2018 and Bounce Rate decreased by 25% in the same time (Bidtellect 2H Native Report). It’s all happening! Engagement continues to increase in conjunction with the vast improvement in the Mobile web experiences from readability to relevant placement. Not only are users increasing engagement with Native ads on mobile, but they are also engaging for longer – and that engagement is climbing at a faster rate than on Desktop. We could expect to see continued growth in Mobile as users are on the phones more often, much longer, and for more important tasks.

Moreover, mobile is not just effective with native ads; it can also deliver great results with other marketing strategies like live events and virtual trade shows. While people are busy with their daily lives, online events have gained popularity, and with that, the audience can attend international events virtually, which highly benefits businesses since it could increase their outreach to a global extent. People all around the world can now indulge in business tie-up simply through the mobile phone.

Can Mobile completely take over the world?! Will we no longer need computers?!

Ok ok. Back to reality here. Have advertisers taken note of the trend? Spending indicates, yes. Mobile ad spend will top $93 billion in 2019, according to eMarketer, and over ⅓ of ad dollars worldwide will go to mobile in 2019 – for the first time ever (eMarketer). Woah! And as Native Ad Spending trends match Bidtellect’s findings: eMarketer measured a 30% growth in Mobile Native ad spend versus just 15% growth of Desktop spend last year. Which is to say, a Content Marketing and Native Advertising strategy – heck, any programmatic strategy – requires Mobile in the conversation. It’s non-negotiable at this point. But furthermore, more time and resources ought to be set aside for improvement of how Native ads are experienced on Mobile devices to ensure a positive user experience, that is, to create a positive and trusted relationship with a brand. Get on the mobile ad train then! Everyone is doing it!

But smaller screens mean less room for nonsense – so yes every programmatic strategy requires Mobile, but obnoxious display or banner ads will not cut it on mobile devices, and will likely become obsolete. And as users today seek relevant, high quality content they can trust from brands they respect, browsing on Mobile will cut the BS. Contextual relevancy, good creative quality that’s conducive to a smaller screen, and content that matches the brand are even more important than ever before. And lest you forgot, high quality content makes consumers 131% more likely to buy (Twitter via Nudge, “The State of Content“) and 70% of users who feel a connection to a brand spend twice as much as those who don’t, according to Adweek. Content marketing strategy coupled with Native Advertising is the secret sauce here, even for Mobile.

As our CEO always says, “When a consumer engages with a brand’s content, they engage with the brand.” A content marketing strategy that misses Mobile is a missing opportunity.

For these and more stats, Download our Mobile is the Move Infographic here!

Download Infographic

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