As marketing technology evolves and proliferates, brands need to create authentic, relevant human connections or else everything's just meaningless data. Whether it's providing a friction-free experience for television viewers to interact with ads or making in-app shopping more rewarding, it all starts with dynamic human understanding.
Starting today, Twitter advertisers will be privy to more data and have access to more tools to help gauge how their clips are performing on the microblogging site.
Imran Khan was an internet-focused investment banker at Credit Suisse, where, in September 2014, he orchestrated Chinese ecommerce giant Alibaba's high-profile IPO.
Online rollover ads that let consumers move their mouse over a video promo to access more information about a brand have been a boon for publishers looking to make their videos a bit more interactive for consumers. Now, those video formats are coming to Facebook and Instagram.
The car industry isn't slowing down when it comes to employing more data for everything from vehicle malfunctions to marketing.
As the Web video ad industry grows, so do the number of questions about the legitimacy of some of the available ad inventory out there. Such questions as: Where are my ads running? And how do I know if anyone can actually see them? To head off such queries before doubt solidifies, a group of companies in the video ad sector formed a consortium aimed at establishing a common standard for measuring Web video viewability, dubbed OpenVV (Open Video View). The idea is get all the players on the same page when it comes to criteria for defining whether a video ad can actually be seen. And hopefully, the result is that brands get more comfortable—and dollars flow to the medium. The group includes such frenemies as TubeMogul (which built the tech), BrightRoll, Innovid, SpotXchange and LiveRail (and notably doesn’t include YouTube, Hulu, AOL, Yahoo or the rest of the NewFront crew). That’s because DSPs like TubeMogul, SSPs like LiveRail or ad networks/exchanges like BrightRoll run ads all over the Internet, and thus face the most questions about ad viewability.