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Available technology only helps to an extent in deciding where brands ads go Published: 14:03 June 12, 2018 Jamie Atherton, Special to Gulf News Advertising your brand online has never been in more demand, but the pressure on delivery and performance has steadily increased to a point where now, everything is scrutinised. The biggest problems lies outside of the clicks, leads and sales — it is content that is now being questioned more than ever. Unfortunately, with so much negativity happening around the world on a daily basis, there is always “bad news” for the media to report on. And this can cause significant challenges for […]

‘Protecting brands in a murky digital word ‘. Brand safety has emerged as the number one issue media buyers are facing in today’s digital world – advertisers have been increasingly concerned about this topic since The Times’ investigation which uncovered the issue of ads linked to dubious content back in February 2017. Our agency events gather the industry’s senior-most decision makers to specifically discuss the challenges that publishers, technology partners and agencies face as they strive to create a 100% brand safe environment. We assembled an impressive speaker line up to discuss, debate how they are talking the current hurdles and pitfalls when it comes to protecting brands in a murky […]

It’s now a given that advertisers ensure humans, within a brand-safe environment, are viewing their brands. The days of placing an unmonitored advert are gradually coming to an end. There are still campaigns where the advertiser is losing half their budget to bots and non-human views. As marketing budgets for clients decrease due to ever-increasing available technologies that guarantee a more effective campaign on lower budgets, competition between publishers for advertisers’ budgets is increasing, forcing these publishers to invest in innovative technology that gives them the power to control. The challenge for advertisers and publishers is to identify the best technology […]

It’s no secret that Brand safety and transparency are now key factors for marketer’s advertising strategies. The surge in programmatic advertising over the past few years has placed a focus on brand safety due to automated buying, where ads may be placed on sites deemed inappropriate and harmful to that particular brand or product. Up to 75% of Fortune 500 brands are regularly displayed alongside negative, violent and graphic content Marketers are now evaluating the relevance of brand safety and its impact on their brands. Investing in tech that is able to assess page-level emotion and URL Safety is now […]

When it comes to digital media, the landscape has become so hazardous that it’s nearly impossible to control!        

The UAE leads the region in technological advancements. According to the Arab Media Outlook report which was launched at the Arab Media Forum; the media market is set to grow from $2 billion to over $2.2 billion by next year. 91% of residents own a smartphone, while 89% accessing the Internet daily. The report shows that spending on advertising is set to increase by 2.5 percent annually between 2016-2018. 84% of residents go online using a mobile rather than desktop, with primary services focusing on searches (mainly through Google), social networking via Facebook, Instagram and YouTube Videos. The UAE ranks […]

Video advertising is now the new norm on mobile, as a result of new technologies, the simplicity of sharing and the relatively low costs associated with success. Video advertising if executed correctly can spur millions of views within a short period of time. However, it’s essential to have the right blend of creativity and to truly understand the human mind. Content is king in video as much as it is within articles, if not more so – since video has the ability to combine both visual and quality content elements. The average CTR of video ads is just over 1.80%, which […]

A Google Certified Publishing Partner (GCPP) is an organisation recognized by Google as being an expert in publisher support with AdSense, DoubleClick for publishers and DoubleClick Ad Exchange – all Google certified tools. This badge is only granted to a very specific group of companies with a verified skillset. For organisations to be considered eligible for a GCPP – the highest digital benchmarks must be met. a) Demonstrates expert knowledge of Google’s publisher solutions and/or can complete training b) Consistently bring in new clients and grow relationships c) Have happy customers as demonstrated by satisfaction surveys d) Committed to maintaining a healthy ads […]

In 2016, an average of 65% of Australia’s digital advertising on mobile, tablet & desktop inventory was bought through programmatic or ad networks. The remaining 35% of all ad impressions were bought directly, not through programmatic buying. Programmatic is no longer optional, its rather a necessity as evident by the growing number of Australia’s leading publishers moving in that direction. Programmatic advertising, as everyone in our industry should know by now, is the automation of digital advertising. The advertiser simply allocates a budget aimed at a target audience for a specific campaign, and their ads are automatically placed on digital […]

Our industry needs to clean up its act by moving away from buying inventory that supports ad placements repeatedly being placed next to poor, cheap and fraudulent content. As we continue our blog series on brand safe environment, we thought it best to touch on the 5 biggest issues facing our industry in this programmatic era (Bots, fraud, Brand safety, Control & Viewabilty) – regardless if you are a publisher, an agency, a media supplier or a brand, you should be able to implement real solutions not a quick fix. What we [as an industry] should be interested in first and foremost is control: […]