“‘Advertising is a product, not a service. ’ The first time I saw that line, it stopped me in my tracks. It was the opposite of much of what I’d been told, but it conveyed a pride and focus I renowned. ” This weekend in AdAge, John Shaw, CPO, Brand Union, explains how his role aims to address the needs of an evolving industry whose work for clients no longer falls into neat, assorted classes. Shaw argues that pondering advertisements as a product allows Brand Union to center around the high quality of what the company sells—whether that’s strategic, inventive, technological, or some aggregate of the 3.
As pronounced in MarTech Advisor, MarTech skilled an unparalleled level a raffle capital investment and multi billion dollar acquisitions this quarter, showing the power of the primary drivers for persisted fundraising and consolidation in the world. Performance Horizon, which raised $15. 4 million in a Series C Funding Round last quarter to accelerate global growth, was given honorable point out in MarTech Advisor’s Q2 Investscape listings. Internet and Infrastructure came out on top as the most closely invested categories at $2052 million and $1325. 8 million, respectively. However, in keeping with ordinary MarTech trend, the number of companies that received investment endured to be the maximum in Experiences 64, followed by Operations 28 with startups in these classes being the top-rated for investors.
According to the newest estimates by the ANA, ad fraud costs sellers $7. 2 billion annually. In an AdExchanger column, Jay Friedman, chief operating officer at Goodway Group, debates even if the US Government should pass legislation to take action on ad fraud. Ultimately, Friedman places the onus on SSPs Supply Side Platforms, asserting that “If an SSP doesn’t look cautiously at the publishers it signs up and fraud occurs, it is responsible for facilitating fraud and stealing marketers’ money. ” But, he’s also quick to notice that “complying with laws has its own costs which are finally passed on to the buyer. ”A recent report by Omnicom Media Group OMG found that many ad blocking users don’t dislike all advertisements—mostly just popup ads.
According to a MediaPost article detailing the report, 44% of these polled affiliate ad blocking basically with blockading pop up commercials. Brands should take this into attention and be aware that a good user experience goes a good distance when it involves advertising, especially as the number of people who have ad blockers put in continues to increase. Currently, an estimated 45 million people use ad blockers, up 45% in 2015. This number is expected to reach 63 million by the top of the year and 77 million in 2017.