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BizReport : Advertising archives : February 19, 2015

Neustar: Trends to watch in mobile, social, video

Neustar recently released the 2015 Media Intelligence Report, which breaks down trends in the digital space so that brands can ensure their strategies are in tact. One Neustar expert is breaking down how mobile, video and social will impact brands this year.

by Kristina Knight

Kristina: Looking at what happened in 2014, how do you expect social and display to impact advertisers in 2015?

Yosha Ulrich-Sturmat, VP of Product Marketing, Neustar: Historically, social advertising was used primarily to build brand awareness. However, now that that exchanges offer access to newsfeed inventory in Facebook, social is proving an effective direct response channel as well. This means that marketers should be able to find the right mix of display and social given their strategy, whether top or bottom of funnel. In 2015, the challenge marketers will face is measuring effectiveness of marketing spend across channels, as well as cross-device attribution.

Kristina: Most advertisers are looking at mobile as a mid-funnel option - why is that?

Yosha: Because mobile attribution remains difficult due to the challenges of measuring cross-device, marketers are reluctant to spend on lower-funnel conversion programs. At the same time, higher-funnel programs tend to rely on highly visual campaigns where large screen inventory has a great impact. Therefore, mobile buys tend to focus on mid-funnel programs.

Kristina: How can advertisers make better use of their video dollars?

Yosha: Brands should consider increasing their audience-based buys for video inventory via programmatic (exchanges), and decreasing their traditional publisher-based buying. Our analysis shows that exchanges offer the opportunity to reach as many people at the right price, more or less inline with portals. However, exchanges offer the unique ability to reach those users in inventory (I.e., social, mobile) that could be use down the funnel to influence purchase decisions and ultimately achieve conversions.

Tags: 2015 Media Intelligence Report, mobile marketing trends, Neustar, social marketing trends, video marketing trends

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