The retail trade association released its holiday sales forecast for 2019, which predicts an increase of 3.8%-4.2% over 2018, for a total of $727.9 billion to $730.7 billion in spend from Nov. 1 to Dec. 31, 2019.
The NRF expects online and other nonstore sales in particular to increase 11%-14%, to between $162.6 billion and $166.9 billion.
“Mobile-first publishers are far more sophisticated than their desktop brethren, they recognize the challenges of connecting marketers with younger audiences,” said Matt Barash, who heads strategy at the ad-tech company Adcolony. “As a result, [they’ve] looked to gaming as inspiration to reinvent ad experiences.”
In the U.S., Mediakix found that more than half are between 16 and 24—a bracket that’s anywhere from 40% to 47% likely to skip an average interstitial ad, per recent eMarketer estimates.
The California Consumer Privacy Act will take effect in January, but marketers in Orlando, Florida, for the Association of National Advertiser’s Annual Masters of Marketing conference this week still feel unprepared and unsure of what the impact of the regulation will be.
The blunt use of a list might even be in direct opposition to a buyer’s campaign tactics.
As we move from cookie-based to contextual targeting, it is essential that teams ensure that their ads are actually showing up on the most relevant content. Ad tech and artificial intelligence will help this in the coming years, but in the meantime, buyers can succeed the old-fashioned way: with the human touch.
In a mere five years, TV advertising has turned from an offline into an online medium.
The device-matching solutions in the market today have moved the industry into a much better place than where we were just five years ago, when TV was stuck in the offline world, but by no means are they perfect.
Sky News is looking for new, younger viewers on Twitch, the Amazon-owned livestreaming platform.
Hunger for new and younger viewers is what’s propelling the broadcaster to branch out on the platform, which is still widely thought of as an environment for gamers, to introduce audiences who won’t be tuning into TV.
We’ve built a lot of our in-house capabilities around programmatic a couple of years ago where we’re really focused in terms of looking at things that we can do, taking better control of our data, really building out consumer data platforms so that we understand how our customers interact with us at every single touch point and then really understanding what’s the next best product that we should be talking to them about.
“It’s not necessarily about the platform or about the ad format,” said Jill Siegel, assistant vice president, business intelligence, at Xandr. “It’s about the relevance of the ad itself.”
“It used to be all about [brands’] creative. And consumers have high expectations for high-quality creative,” she concluded. “But we are finding that the focus now is also how to best target an audience. It’s not just about the creative. It’s how brands can use that creative to best reach their audience.”
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