Demystifying Programmatic Buying

We live in a world where machines make big decisions. Algorithmic systems execute a majority of stock trades and even predict significant world events. It should come as no surprise that data science is also automating the buying of supply side inventory for online advertising, and it’s gaining a sizable foothold.

The industry refers to the automated purchasing of online advertising media as “programmatic buying.” It now accounts for 20% of all digital advertising spend, according to Interactive Advertising Bureau research... Read More

NTENT Wins 2014 Voltage Award

NTENT [formerly Vertical Search Works], a semantic search technology company delivering cross-channel content and advertising experiences, has been recognized as a leader in the industry,winning the award for “Large Technology Innovator.” Hosted by SmartCEO Magazine, the Voltage Awards celebrates the increasing role that technology plays in the business community and recognizes leaders for their creative vision and innovative powerful solutions... Read More

How Marketers Can Use Semantic Technology to Improve Their Digital Advertising Campaign

Semantic technology analyzes the context of online articles beyond just the headline. Most keyword search engines only reference the main point of the article, but semantic technology can analyze the context of articles, images, and videos more like a human brain to determine the intended meaning of words to increase relevance.

So why is it important to adopt this technology?

• We are going through a digital advertising revolution! Internet advertising is expected to grow over the next two years, which means advertisers need to utilize new technologies, tools, and practices in order to manage ad campaigns


• Keyword search can often go very wrong without understanding context. Negative brand associations and bad ad placement is a commonality when creating ad campaigns. An example of this is former Philadelphia Eagles quarterback Michael Vick being paired next to dog food ads. This can be awkward and embarrassing for campaign managers and can damage the reputation of the company


• Semantic technology understands context, making it far less likely for a dog food ad to be positioned alongside an article about Michael Vick joining the New York Jets


• Semantic technology allows advertisers to reach their target market by delivering relevant information to social media users


• Advertisers and publishers will no longer have to worry about spending significant time and resources responding to external data points and trends


• Google, Bing and other search engines are adopting to semantic search, while NTENT has been at the forefront of semantic search technology!

Semantic solutions can help advertisers build better, more efficient campaigns and streamline content discovery. Find out more about semantic technology and how it can be used to improve your digital advertising campaign by reading the full article by Colin Jeavons at:

http://www.searchenginejournal.com/semantic-time-savings-online-advertising/89921/

The Online Advertiser’s Guide To Internet Week 2014

ADOTAS – New York is gearing up for Internet Week 2014, with more than 45,000 people expected to attend over 250 citywide events. Ranging from panels, meet-ups, screenings and parties, Internet Week New York (IWNY) is a must-attend event (May 19-25), celebrating the convergence of technology, business, and culture…. Read More

Trending Topics from IAB’s Digital Content NewFronts

 

 

 

 

Last week in New York City, the Interactive Advertising Bureau (IAB) hosted the Digital Content NewFronts. Like the traditional UpFronts for TV, the event featured a series of presentations by major content companies to influence advertisers to invest in digital. With digital video consumption on the rise, the online advertising landscape is also rapidly changing to deliver relevant content across multiple screens.

At the NewFronts, IAB and market research institute GFK revealed their 2014 Original Digital Video Study, highlighting statistics about consumer viewing behavior in comparison to 2013. According to the study, 52 million American adults watched original digital video each month, a 15 percent increase from 45 million per month last year. The report also found 46 percent of the people surveyed viewed content on smartphones and 41 percent viewed it on tablets, double of those a year ago. 41 percent of those interviewed cited viewing flexibility as the main reason for watching digital content instead of traditional TV, which explains the rapid transition.

As a result, online video advertising has grown into a multibillion-dollar industry. Although television ad spend still dominates, the gap between TV and online ad spend is getting smaller, and IAB projects that advertisers planned to spend more in digital advertising in 2014 than they did in 2012. In addition, industry leaders discussed how video can deliver personalized experiences for individual consumers. New advertising technologies are being refined and ensuring that consumers receive the most relevant ads at the right time.

Publishers and platform providers are giving advertisers more options when it comes to targeting consumers with relevant ads. YouTube rolled out the Google Preferred advertising platform that allows advertisers to deliver pre-rolls during the top 5 percent of the most popular video content. Time Inc. and Yahoo announce that they are producing scripted long form shows at the NewFronts this year. This comes on the heels of an eMarketer study, which revealed that digital video ads that are played during long-form videos (20 minutes or more) had a 92 percent completion rate.

The future is looking bright for digital video. As online video is on track to eclipse $5 billion in 2014 ad spends, now is the time for marketers to consider how to deliver the most engaging, relevant video content to an increasingly digital audience.

NTENT, IAB and NY Advertising Club Join Forces at Internet Week New York

NEW YORK--(BUSINESS WIRE)--NTENT (formerly Vertical Search Works), a semantic search technology company delivering cross-channel content and advertising experiences, will make its debut at Internet Week New York (IWNY), joined by leaders from the IAB and the NY Advertising Club. The trio will celebrate NTENT’s entire suite of solutions – powered by natural language and semantic search technology – used to help all constituents in the media world understand maximum intent. NTENT will also unveil its NTENT-driven Video Recommendation Engine, designed to serve videos based on known consumer interests... Read More

What’s Trending with Search Marketers at the Search Insider Summit?

At the Search Insider Summit this week, marketing professionals gathered to discuss the opportunities and challenges of integrating search marketing into mobile and social media platforms. Our team was on-site to for a first hand look at what the industry was buzzing about.

 

Taking Mobile and Search to the Next Level

Mobile marketing is now a broad term used for any marketing activity reaching consumers through mobile devices. The summit took the conversation about mobile marketing one step further and focused on in-app advertising as an increasing amount of consumers are flocking to apps rather than mobile browsers. According to an April 2014 report published by mobile analytics company, Flurry, the average U.S. consumer spent 86 percent of their time on mobile devices in apps, an increase from 80 percent from 2013.

 

The most difficult part of mobile advertising is gathering accurate data and analytics, mainly because it’s difficult for marketers to track consumer behavior across different mobile devices. Apps make the job easier because all consumer engagement and solid data come from within the boundaries of the app. Additionally, MediaBrix found that in-app ads can yield 20 percent engagement and 2000 percent higher click-through.

 

Socializing Becomes Key

Industry leaders also urged marketers to prioritize the use of social platforms, as social media and marketing have the same ultimate goal: to build relationships. Word of mouth is golden and social media gives marketers a new distribution channel for fans to advocate on the company’s behalf.

 

In addition, Facebook, Instagram and other social media platforms host a massive audience. The time users spend on these sites and their respective apps is unmatched. By combining rich, accurate demographics and psychographics with a display network, social media proves to be an ideal destination for search marketers. A study by Marin Software found that there was a “multiplier effect” when integrating search and social. The study reveals, “Consumers clicking on an advertiser's paid-search and social advertisement will double conversion rates, compared with those who only click on the former. Consumers who click on search and social ads also spend more. The ads generate four times more revenue per click than users who only click on a social ad.”

 

One challenge that marketers face with social advertising is figuring out how to cater to a diverse audience. However, by using the tremendous amount of consumer data available through social media, marketers can test out different strategies and invest more in the area that is most successful.

 

Looking Forward

The key takeaway from the Search Insider Summit was loud and clear: there is a wealth of opportunities for search marketers. As consumers increasingly prioritize being digitally connected to the world, the savviest marketers are already discussing how to optimize their campaigns for a better consumer experience in-app and on social.