Article

Emma Cullen
Emma Cullen 10 August 2015

What Are The Hottest Trends In Online Advertising Today?

Learn about three of the most important trends that are hitting the world on online advertising today!

Each branch of marketing has its trends that are constantly changing and developing. This article looks at three of the hottest trends that modern marketers need to get to know if you want to have successful online advertising campaigns this quarter!



1. Programmatic Advertising

Programmatic advertising is one of the fastest-growing and most important trends in online advertising, with around 50% of all digital display advertising now bought programmatically.

Programmatic advertising refers to the media buying stage of the digital advertising campaign process, through two channels: real-time bidding and programmatic direct.

Real-time bidding is a popular form of programmatic advertising. Many advertisers use this method through advertising exchanges and DSPs. Advertisers buy advertising inventory through an exchange, where a pool of impressions is available for advertisers to purchase through auction type bidding. Real-time bidding allows advertisers only to buy the impressions they want, based on information provided to them about the person viewing the impression such as location. Two different types within RTB can be established: open exchange and private marketplace. The open exchange is an advertising exchange that is open to any advertisers to use. Good quality inventory is not always guaranteed, but the CPM is often quite low. A private marketplace offers ‘premium inventory’, which is space on a web page which is considered particularly valuable.

Programmatic direct, also known as programmatic premium or programmatic guaranteed is quite simply, direct buying 2.0. With the dawn of programmatic advertising, many publishers became concerned with having unsold advertising inventory left over. On the other side of the coin, advertisers were concerned that they would not have access to premium inventory as they did with traditional direct buys.

2. Ad Viewability

The term ad viewability has been gaining momentum in the ad tech industry thanks to reports from Google and IAB and a shift in the way that the industry views ad metrics. Ad viewability is changing the way that advertising inventory is bought and sold. Ad viewability is an important trend for online marketers as it gives new insights into how their campaigns are performing, and if their ads are being shown to users.

Viewability is the online advertising metric used to measure impressions that are visible on the screens of a user. Each of these impressions is called a ‘viewed impression,’ differentiating from all impressions on a computer screen, in or out of view. A viewable impression, according to the Media Rating Council, is an ad with: “50% of their pixels are seen for a minimum of one second and for desktop video that standard is 50% for 2 seconds. Also, the rule stipulates that for larger desktop ad units, 30% of pixels in-view for 1 second constitutes a Viewable ad”. Therefore, if a web page loads which has an ad that is at the bottom of the screen, and the user never scrolls down, this impression would not be deemed as a viewable impression.

3. Rich Media

According to Google rich media ads, are defined as "an ad contains images or video and involves some kind of user interaction." Rich media ads allow online marketers and advertisers to create engaging display ads that go outside the box. Banner ads that contain rich media can contain anything from video to interactions that come alive with the user’s cursor. Rich media ads are an important trend for online advertisers as it means that they can now build ads that go far beyond the confines of traditional banner ads. The development of technology in this area also means that it is becoming faster and easier to build these ads too!

If you’d like to discover more online advertising trends and how you can use them in your marketing strategy, join my next webinar.

What do the latest online advertising trends mean for marketers

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