Alex Powell’s Post

When it comes to video ad sales, marketers don’t need a linear path to success. According to the IAB’s newly released 2024 Digital Video Ad Spend & Strategy Report, it’s going to be a big year for digital video.

How can publishers recapture lost ad revenue due to ad blockers? Nearly 36% of internet users between the ages of 16 and 64 use an ad blocker for some of their online activities. ❗ Given that the average publisher loses around a fifth of their potential ad revenue to such software, according to some industry estimates, media companies can ill afford to turn a blind eye to this issue. But what are publishers without much in-house technological expertise supposed to do? 👉 This is where Admiral: The Visitor Relationship Management Company comes in. The company is one of a fairly small group of solutions providers that aim to help publishers recapture lost ad revenue. Where Admiral seeks to stand out, however, is by positioning itself as the only provider to offer both Acceptable Ads and full-stack recovery, which involves using soft prompts to ask visitors to disable their blocker. Our editors conducted an independent review of the platform and shared their thoughts on how the solution works, the main advantages, and the limitations. Shout-out to the sponsor of the post – Admiral: The Visitor Relationship Management Company – for the opportunity to try out the solution. #PublisherTech #Monetization #AdblockRevenueRecovery #Advertising #DigitalPublishing #NewsMedia #AdTech https://lnkd.in/dGisyCdv

IAB Australia reports CY2023 revenue as $14.7bill (+3.7%). Search & Directories - $6.6bill (+6.1%) Classifieds - $2.4bill (-2.6%) Video - $3.78bill (+14%) Digital audio - $265.8mill (with podcasts @+21.7%) Standard Display - $569.2mill (-22%) Native formats - $1.07bill (-12%) Gai Le Roy, CEO of IAB Australia - “Advertisers continue to invest in a range of digital advertising opportunities to support what is now a $14.7b market. It was pleasing to see stronger growth in the second half of the year, but growth was mixed across categories as marketers under pressure for short term sales focused on strengthening their performance investment.” Credit - B&T #online #digital #mobile #video #digitalaudio #display #search #classifieds #revenue #addollars #media #advertising #australia https://lnkd.in/g8fMdvDu

https://lnkd.in/gkViPnhn A study from across the Atlantic has more good news about the power and #value of #radio and other audio platforms. While television continues to dominate the share of ad spend, the potency of #audio #advertising offers better short-term and comparable long-term ROI. “Profit Ability 2: the New Business Case for Advertising,” a study commissioned by Thinkbox and including brand data from Ebiquity, EssenceMediacom, Gain Theory, Mindshare, and Wavemaker UK, provides fresh insights into the #profitability of advertising, post-COVID. Accounting for 6.2% of total advertising investments, radio and streaming yield 6.9% share of full payback, indicating audio’s effectiveness in generating solid returns over time. Delving into the financial specifics, the #ROI metrics speak volumes about the efficiency of audio as an advertising medium. The full payback ROI for audio stands at £4.98, meaning for every pound spent, advertisers see nearly five pounds in return over the analyzed period. This figure places audio ahead of Broadcast Video On Demand and several digital formats, including online display and video, paid social, and generic pay-per-click ads When considering short-term gains, audio boasts an ROI of £2.47, far outpacing all television and digital competitors. When it comes to sustained payback, which measures the long-term impact and brand building, audio contributes 6% to the profit volume. This highlights its role in maintaining consumer engagement over the long haul. With an 8.2% share in short-term payback, audio advertising demonstrates a remarkable ability to drive immediate consumer action. The immediate impact of audio is further reflected in its 4.9% share of immediate payback. This is significant, considering the rapid response it can invoke from the audience. As the advertising world continues to adapt to digital shifts and the changing habits of consumers, audio’s prominence is likely to augment, offering a complementary approach to both digital and traditional visual media. It strikes a balance between immediate returns and sustained brand impact, delivering a respectable ROI that competes well with other forms of media.

At the start of 2023, the advertising industry anticipated a shift from low-cost ad distribution to content curation. However, the introduction of made-for-advertising (MFAs) websites put a stopper on this change. They are currently a major concern among programmatic advertisers and remain a subject of debate. This article by Seb Joseph at Digiday clearly outlines the opportunities and costs of this industry shift. As we prepare for Q4 of 2023, how do you expect MFAs to change how the market will operate? ➡️ #programmaticadvertising #2023trends #mfa #advertising #contentcreation #contentmarketing https://lnkd.in/ec4Tgreq

Although growth in UK ad spend is slow, Hannah Kimuyu offers some much needed optimism in The Drum today by reflecting on the impressive growth of investment in digital channels. Although these channels have traditionally been considered drivers of short term performance—with heavy investment in them even being touted as detrimental to long-term brand growth—we know first hand at SocialChain and Brave Bison that the way brands are built is fundamentally changing. Social in particular is proving its ability to deliver on both brand and performance outcomes in a way that is measurable, optimisable and scalable. In fact, a WARC forecast found that social will overtake search spend in Q4 2024, making it the biggest media channel by spend globally. The problem is, it takes a digitally native agency partner to bridge the disconnect and a lot of legacy players just aren't built to win in the space. 👀

📈 UK advertising spend grew just 1% in the first half of 2023 amid economic headwinds according to the latest WARC news expenditure study. Our Managing Director of Performance, Hannah Kimuyu, believes there are more reasons to be cheerful than most would think, as investment in digital channels continued to grow—accounting for 80% of total ad spend. "As advertisers", she explains, “we have quite simply gotten better at advertising and can now drive a lot more bang for a brand’s buck.” “Much of this is down to online channels, which is why we’re seeing so much growth in digital native media.” By leaning into data-led digital strategies - mainly in search and social - brands can continue finding growth opportunities even in today's difficult climate. 🗞 Check it out in The Drum: https://lnkd.in/enpzxvJD

Digital Video Ad Spend Will Exceed Linear for the First Time

🚨 Digital Ad Spend is looking to grow by a third in 2024 since Covid. Picture this: by 2024, a whopping 70 out of every 100 ad dollars will flow into the digital realm for the first time ever. The arena's bustling, and standing out is now a survival skill. Without a robust video marketing strategy, your budget risks vanishing like a pebble in the sea. DM if you would like us to give you a free video marketing audit! FranchiseFilming.com

Optimal brand safety requires judicious categorization of ad creatives. Confiant’s chief strategy officer explains how Confiant’s ad quality solution helps with programmatic volumes. Read about it here:   https://lnkd.in/e95YpZWR   #publishers #digitalads