Mobile Ad Spend Outpacing Desktop; Bazaarvoice Misses Programmatic Revenue

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Mobile Rising

Mobile ad spend will outpace desktop spending for the first time in 2015, according to eMarketer. After releasing a more modest estimate in March, eMarketer now expects mobile advertising will grow by 59% this year. Mobile’s share of the overall US ad market, at 16.6%, will also surpass print’s share, at 15.8%. "Consumers' increasing on-demand consumption of media through mobile—coupled with improvements in targeting, attribution and ROI for mobile advertising—will continue to take away ad dollars from magazines and newspapers," said eMarketer analyst Martín Utreras. More.

Bazaarvoice Misses On Programmatic

Speaking to investors, Bazaarvoice CEO Gene Austin said the firm’s seen “less than desired” programmatic revenues in Q1. "Our programmatic revenue was less than expected in Q1, as our retail publishers moved to stricter control on advertiser access utilizing a white list approach which resulted in lower sell-through rates and clearing prices," he said. Bazaarvoice connects brands to consumers through user-generated content and via targeted media. Total ad revenue for the quarter was $2.1 million, a 24% increase year over year. Austin said the firm expects its programmatic revenues will continue to struggle in Q2. Seeking Alpha has the transcript.

Targeting The Tube

Addressable TV companies are trying to get the industry to shake the old TV mindset, which states that TV is great for reach and message, but lacks precision targeting. Adweek’s Jason Lynch reports on the transition by many broadcasters to digital streaming, with Scripps (featuring HGTV, Travel Channel and the Food Network, among others) as the most recent to ford the river. Matt Smith of Anvato, the live-streaming company powering Scripps’ service, says of TV programmers and ad players, “I don’t think [they] understand how granular an ad we can deliver.” Read on.

My Social, Myself?

Writing for Digiday, Google’s head of creative in New York, Rudi Anggono, claims relying on social data alone can paint an inaccurate picture of the consumer. A number of factors inform likes, comments and shares, he writes, which means those actions don’t always reveal a user’s true tendencies. “Whether you’re a marketer, a political strategist, an agency planner or an intern researching a paper, you can’t trust data based on what people tell you,” he said. “You have to prod, extrapolate, look for the intent, play good cop bad cop, get the full story, get the context, get the real insights. Use all the available analytical tools at your disposal.” Read it.

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