Ad Exchanger’s Programmatic IO was held in April in San Francisco, and as with most trade events there were a few running themes. Here are the key points I took away from conversations, panels, and main speakers.
Fraud and Viewability
One of the biggest topics covered by the speakers and discussed by those attending was how to deal with fraud, and what actions are being taken to ensure viewability. The consensus was that across the industry, fraud is something we need to confront head on by investing in technology that can provide both information and transparency.
This is particularly needed within programmatic video - as it was noted; video is a prime target for fraud due to its high CPMs. Retargeting was also noted as a favorite tactic for committing ad fraud.
One opinion that stuck with me on the issues of fraud and viewability was that it is just the starting point for the industry, and that the impact of video as a medium is what needs to be measured. A similar point came from Google’s Sean Downey’s during his talk on the Future of Programmatic though he said, “When it comes to impact, video is still king”.
Tablets, computers, mobile phones, and television – consumers are connecting with content through multiple devices throughout the day and sometimes multiple devices at once. This is a great opportunity for advertisers to reach their target audience, but it also presents advertisers with a greater challenge to earn engagement.
No longer is there one roadmap for reaching your audience, there are multiple routes, all which must be covered to ensure those who deviate from the standard desktop content model, to the increasingly popular mobile device landscape are accounted for. Targeting users while they view content on mobile is a challenge, engaging them while they are doing this during an ad break, while watching television is yet another. All aspects of the users behaviour need to be considered, and thus, content is changing to accommodate all of their various behaviours.
What we are beginning to see more and more, are advertisers blurring the lines between advertisements and content. Some of the biggest viral videos in the last year were actually selling products, take for example the “Like a Girl” campaign that Always produced, it currently has over 57 million views on Youtube.com alone. They not only got people to watch an advertisement, but they also started a conversation - showing the true definition of impact.
Who doesn’t love a good statistic? Especially when it shows new growth and opportunity. Here are a few from Programmatic IO that stood out for me:
Programmatic IO covered viewability and ad fraud, multiple screens and how to ensure audiences are engaged and messages impactful. All these themes resonated because they are all challenges facing our industry. The issues present now unify us in a quest to achieve better. The exciting thing is that we’re creating new products and engaging with new partners that will mean we’re able to achieve more through online video, overcome obstacles and forge further ahead, adding even more value and taking advantage of the opportunities afforded to us through mobile content.