Today we find ourselves in a market centered around the seller, rather than the buyer. Innovation is mainly being led from the sell side, be that from the walled gardens, the mobile SSPs or the DSPs. There are a limited number of options available for the agency and brand, outside of the ad servers and verification companies.
Tag Archives: Television
Weve, Axonix and Statiq – the next frontier of location marketing?
Last weeks’ announcement that Telefónica’s Axonix had purchased Statiq, the three year old mobile location targeting business, was exciting news not just for the Telefónica teams across Weve and Axonix, but also for the industry. Statiq have been creating waves since they launched, breaking the mould by detaching media from supply and giving buyers what they want – control of the data. Continue reading
Wired2016: The Democratisation of Information
It’s estimated that 40% of the world is connected in one way or another, with this expected to rise to 100% over the next 20 years. Ultimately, this will democratise internet access, but result in 8 or 9 billion people requiring network capabilities. With the burgeoning digital revolution 2.0 and the exponential need to connect ‘things’ as well as people, a reliable and dependable infrastructure will be critical. It seems fitting then that the Wired2016 conference was sponsored by Telefonica, one of the world’s largest telecommunications providers, as the emergence of IoT and M2M blur the lines between sectors, and telcos become increasingly tasked with connecting millions of devices, machines and users. Continue reading
The End of the ‘Water Cooler Moment’
Mobile has changed the way we talk about TV shows. That ‘water cooler moment’ that used to happen the day after your favourite show had aired now happens in real-time, online. And a lot of it happens on Facebook, through mobile devices.
The fact that people talk about TV on Facebook has never been in doubt however it has often been assumed that TV-related Facebook interactions happen outside the show airing – not in real-time. This is not the case.
The industry has also not truly understood the volumes of this chatter, since historically, we haven’t shared much information on this in the past. Now, thanks to our new partnership with SecondSync, we will be sharing this information on an on-going basis to help clients understand how people are using Facebook to talk about topics such as TV.
The ‘Battle for the Living Room’ doesn’t exist
One of the most exhausted phrases in our industry is the so-called ‘battle for the living room’. We’re still talking about this supposed need for advertisers to control a room in the house where people interact with videos.
Advertising on TV used to be a straight-forward concept when the trusty box-in-the-corner was the one screen in the home. Thanks to the meteoric rise in connected devices – from smartphones and tablets, to next-generation game consoles – we now live in a world where there is no ‘main’ screen. A huge 69 percent of British mobile users owned smartphones in 2012 – a figure set to rise further still – and we’re using this newfound connectivity to complement and augment viewing experiences across multiple devices.