Programmatic Worsening Viewability Problem; Putting Buy Buttons In Perspective

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Programmatic Vs. Viewability?

A study by ad verifier Meetrics suggests that programmatic buying is exacerbating the viewability problem. The research found Germany and France have higher viewability rates than the UK or US, where programmatic has been adopted more rapidly. In the UK, 45% of ads were purchased programmatically last year, but only 49% were viewable by 2015’s second quarter. In Germany and France, viewability levels hit 64% and 62% in Q2, respectively. “The benefit of programmatic is better targeting – which should make it more cost effective, and is why it continues to grow," said Anant Joshi, Meetrics’ director of international business. "But there are serious viewability issues." Ad Age has more.

Buy Now

Over the past few months, all the major social media platforms have made strides in developing direct-to-user ecommerce solutions (generally in the form of a buy button). While analysts say this is a natural step, don’t expect Facebook or Pinterest to be the next Amazon. One observer compares social media commerce to affiliate links: more a result of user migration than a reflection of changing shopping habits. Time will tell if the rise of messenger apps brings the same progression. Read more at The Drum.

Millennial Adds Formats

Millennial Media launched a handful of products for mobile video and native ads. The new ads include features that let advertisers add events or notices directly to a user’s calendar, as well as a new ad unit, “Lightbox,” that incorporates swipe, touch and sound into interactive video elements. Millennial Platform President Matt Gillis called the release “our most comprehensive offering to date.” Read the release.

Podcast Advertising Acquisition

Scripps snapped up podcast ad network Midroll Media on Wednesday for an undisclosed sum. Midroll connects more than 240 advertisers to 200-plus independent and large podcasts, among them “WTF with Marc Maron,” “StartUp” and “Nerdist.” According to Scripps Chief Digital Officer Adam Symson, “We're witnessing another significant shift in how audiences and advertisers interact with digital media. Smartphones are everywhere, over-the-top audio streaming is at an all-time high and consumers are connecting through their cars in record numbers, especially young people.” Podcast’s moment continues. Read the release.

Consultants Keep Chasing Marketing

Management consulting firm Accenture has acquired Chaotic Moon, a “creative technology studio,” for an undisclosed sum. Austin, Texas-based Chaotic Moon has worked on digital content for brands like Disney and Marvel and invented a “smart cart” for Whole Foods that follows shoppers around stores. Chaotic Moon will be rolled into Accenture Interactive, the consulting firm’s digital arm, and will work closely with Accenture’s design and innovation unit, Fjord. Earlier this month, Accenture snapped up PacificLink Group, an independent digital agency. Read the release. Consultants are hungry.

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