Amy Deavoll – Senior Marketing Manager, OpenX
As we settle into 2014, it’s imperative to renew monetization strategies. 2013 confirmed that programmatic selling provides tremendous benefits with minimal effort.
However, to meet the rising demand for programmatic buying you must also safeguard your revenue, direct relationships, and brands. Our new eBook provides three strategies for publishers looking to maximize their revenue with the help of real-time bidding.
Download our complimentary eBook and learn how you can:
• Use price floors and sales controls to protect CPMs
• Deploy whitelists and blacklists to minimize channel conflict
• Protect your brand through multi-level controls
If you have been thinking about offering your unsold inventory to ad exchanges, this eBook will prove an invaluable guide.
Rachel Adams – Marketing Director EMEA, OpenX
This week has been a particularly productive one spent at Mobile World Congress in Barcelona, seeing numerous mobile device launches, the announcement that following its acquisition by Facebook, WhatsApp will launch its voice calling service and many more exciting announcements. So the tech world has been extolling the virtues of mobile, but what of the mobile users in the real world? In time for the second day of the Congress, Nielsen brought out their research that Americans, Brits and Italians consistently use their smartphones more than desktop devices. For instance, Americans spend 34 hours 21 minutes on their mobiles each month, versus 26 hours and 58 minutes on desktop computers.
In order to meet the surge in smart device ownership, global digital ad spend is expected to grow from £72.2bn in 2013 to £99.5bn in 2016, according to eMarketer’s Worldwide Ad Spending Forecast. Spend on mobile has grown sharply too, sitting at £8.2bn in 2013 and projected to run to £22.4bn in 2016. For some time now, marketers have been focussing on creating the ‘multi-screen moment’ as the primary and most powerful form of engagement with users. Monterosa have enjoyed significant publicity for their play-along mobile app for the popular game show The Million Pound Drop. Continue reading
Locke Truong – Director of Product Marketing, OpenX
Are native and video formats on mobile devices ever going to adapt to programmatic buying? How are companies measuring success? Who’s ultimately responsible for defining native?
Last year, OpenX and Digiday teamed up to pioneer the industry’s first collective look at “Programmatic + Premium.” This year, we’re exploring how the industry is adjusting to mobile, and we invite you to share your experiences.
The combined results will help everyone in the digital ad ecosystem know where to focus their efforts in order to make programmatic mobile a reality.
OpenX will present the results at the Digiday Publishing Summit (March 17 – 19 in Vail, CO.). We need your input to tell the whole story. Take the What’s Next for Programmatic Mobile survey now.
And in return for less than 10 minutes of your time, you’ll receive full survey results, as well as a chance to win a free pass to a Digiday summit or a $500 gift card.
Mercedes Oz – Director of Demand Generation, OpenX
Mobile is becoming ubiquitous, but the same cannot be said for mobile marketing strategies within organizations. Marketers find it difficult to build a strategy without securing executive support and budget, but they can’t secure support and budget without demonstrating past success.
Download this complimentary report entitled “The Mobile Marketing Playbook – A New Forrester Research Report” by Forrester Research, Inc. to reveal:
• How to build a compelling business case to carve out a mobile budget
• What metrics help predict results that support objectives
• How a true mobile strategy affects other channels
As with any emerging channel, mobile will require testing, learning, and iterative growth to reach maturity. But you’re already missing opportunities if you’re waiting to evolve your own mobile maturity. Your customers are not willing to wait, and neither should you!
OpenX and Airpush recently launched AirX, a private mobile ad exchange that combines the real-time bidding of OpenX with Airpush’s extensive network of Android apps. This new partnership creates a new world of programmatic opportunities and an installation base of approximately one-third of Android devices worldwide, making it a lucrative new resource for mobile advertisers. Seth Socolow, the senior vice president of Strategic Partnerships at Airpush recently spoke to the importance of the partnership and the various advantages it will provide for advertisers.
Q: OpenX and Airpush recently announced a new partnership to launch AirX, an ad exchange that’s exclusive to mobile app inventory. Why now?
A: I think there’s been a big shift that we’ve seen online in a move toward programmatic buys, and we’re seeing that rapidly following in mobile where more and more sales of mobile advertising are taking place programmatically. So it’s the perfect time to work together to allow programmatic buyers to buy Airpush inventory through the OpenX platform. Continue reading
Rachel Adams – Marketing Director, EMEA at OpenX
Those of us who swap between smart devices on an hourly, even minute-by-minute basis will innately understand the natural shift in consumption patterns over to what the media industry calls sequential or simultaneous device usage. Various limiting factors, including screen sizes, resolutions, battery life, and the difficulties in transferring content mean that people are increasingly using many different devices throughout the average day. Next week at the Mobile World Congress in Barcelona, we’re expecting to see a great many companies and products take into account this transformation in how we consume media and when it comes to advertising in particular, sequential storytelling is designed to address the shift.
In essence, a sequential story is one that takes into account the kind of content a user is choosing to watch, or has previously seen, then targeting them with an ad that will be hyper-relevant to them and their preferences. For marketers, one of the biggest challenges is making sure that specific design features of different devices are used to determine how and when the user sees an ad. Continue reading
Stephen Jeong – Marketing Associate, OpenX
It’s nearly impossible to read about digital marketing without programmatic marketing or big data being mentioned. While those terms might be intimidating for some marketers, savvy CMOs are using programmatic to their advantage.
As programmatic marketing continues to dominate in 2014, we partnered with the American Marketing Association and Chango to unveil the hottest trends in programmatic this year.
Watch our webinar to uncover:
• How programmatic marketing helps marketers reach their audience beyond display advertising.
• Why sequential advertising gives marketers the ability to reach an audience across multiple touch points throughout their customer journey.
• Why native advertising is inherently different and poses new challenges to existing programmatic methods.
• What the alternatives to the ‘cookie’ are and how will they impact digital advertising.
Earlier this week, players of all digital advertising stripes gathered in Palm Springs, CA to attend the IAB Annual Leadership meeting. To promote networking – and frank discussions on issues that are top-of-mind to buyers and sellers alike – OpenX capped off the first full day with sponsored cocktail reception.
As the sound of shakers mixing martinis and Manhattans permeated the event, attendees shared their concerns over two topics of particular importance: traffic quality and mobile.
At OpenX, we’re always interested in hearing more about how our customers use our solutions and why OpenX was the right choice for them. That’s why we’re so excited about a great new resource: our TechValidate content library.
Working with TechValidate — a service that gathers input directly from our customers and produces third-party verified content — we recently conducted a survey polling 500 OpenX customers. By combining the voice of our customers with TechValidate’s 3rd-party verification, we are able to provide a credible source for our B2B partners. The survey and content generated with TechValidate is provided in a way that intends to:
• Focus on authentic and valid information
• Keep participants anonymous
• Include real-world deployment facts and statistics
• Contain case studies and research charts
• Provide key trends and statistics
Among the real-world experiences and customer proof, we found that nine out of ten publishers would recommend OpenX to a colleague. Check out additional charts, testimonials, statistics, and case studies in the OpenX Library.
Mercedes Oz – Director of Demand Generation, OpenX
Consumers are moving to digitally connected devices at an alarming rate, creating both challenges and opportunities for marketers. To unveil latest trends shaping the mobile marketing and advertising markets, watch our webinar featuring guest speaker Thomas Husson, VP, Principal Analyst at Forrester Research, Inc.
Discover how to fully embrace the mobile revolution, and get the answers to:
• What is “The Mobile Mind Shift” and why does it matter?
• How are publishers monetizing their audiences?
• How are marketers integrating mobile into the mix?
• How do you mature your mobile marketing approach?
Watch this webinar