News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
3 Questions with Jivox's Diaz Nesamoney
2012 showed brands how they needed to change to remain relevant with consumers. From creating an immersive social profile to offering additional content through 'traditional' advertising. Diaz Nesamoney weighs in on those trends - and how they may change in 2013.
Kristina: How is growth in Real Time Bidding (RTB) affecting ad networks and publishers?
Diaz Nesamoney, CEO, Jivox: RTB places an increased emphasis on buying commodity inventory at scale and "market" prices. This means publishers must now differentiate between their premium and non-premium (commodity) ad inventory. Meanwhile, RTB puts pressure on ad networks to provide more value. Compared to RTB, the direct sales approach of ad networks has its benefits in that media planners and buyers can have a deeper dialogue with ad network sales teams to understand how to match campaign goals with available inventory. Ad network sales will have to be sophisticated media consultants who can offer insights on topics like demographics, targeting, analytics, sophisticated ad products and technologies.
Kristina: In 2012, what trend had the most impact in the rich media advertising industry?
Diaz: Many elements impacted the rich media ad industry in 2012, but I would say the top two include:
1) Rich media ads went multi-screen. Adobe systems issued a recent report stating 20 percent of Web page visits are now from smartphones and tablets. Many sites are already reporting as much as 30-40 percent of traffic from mobile devices. Unfortunately most rich media ads today are based on Flash and don't render on these devices. This means ad impressions are wasted and don't deliver the kind of engagement promised by rich media ads.
2) IAB Rising Stars ad formats became industry standards. The IAB's standardizing of several large format display ad units has received great traction amongst agencies and brands, who are eager to create premium ad experiences.
Kristina: How do you see the rich media advertising industry changing within the next year?
Diaz: Video and mobile are becoming two powerful forces in the rich media world. We now have rich media features in video ads (interactive pre-roll video) and video content in banner units. The next step is for rich media banners to work on mobile devices. To address this, a whole new set of mobile rich media ad formats have been created and are gaining market adoption.
All of this represents the re-birth of rich media as powerful brand building tools for digital media.
More from Diaz and Jivox on Monday, including his thoughts on how native advertising will impact 2013.
- "Fat" ads slowing down publishers' websites
- IoT making impact on business but barriers remain
- CPG brands spending more on digital ads than traditional
- Mobile video content more effective on publishers' website than social
- Email open rate in UK higher on tablets than US
- IAB: No YoY rise in UK ad-blocking
- Report: Over half of Millennials have or will use Bots
- Report: Finances key to engaging Boomers
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...