Despite Hurricane Irma passing through prior to the event, Digiday Publishing Summit Key Biscayne had an amazing turnout. Spirits were high amongst attendees as we came together as an industry to support Southern Florida and each other. Publishers, agencies, and brands openly discussed exciting advancements in ad formats, video, and creative ways journalists are enriching their content. Here a few of my takeaways.
Increasing Video Viewability
The focus of Digiday Key Biscayne was video. How publishers strategize their video content to target audiences across platforms was a hot topic. For instance, the same audience views video differently on Facebook than they do on Instagram or Snapchat. With so many users muting their video content, j ournalists are also finding creative ways of increasing viewability such as including phrases within video better ensures that content is absorbed.
Header Bidding For Video
Panelists suggested that “player bidding” should be the term for video header bidding because with video, the impressions go through the player and not the header of the page. While a majority of publishers mentioned seeing a lift in revenue after implementing header bidding display that same yield does not always transfer directly to video.
New Ad Formats
Publishers have been exploring new ad units; in particular the Interscroller, a mobile web unit that is revealed underneath the mobile web page content as the user scrolls down the page. Driven by the Better Ads Coalition and the IAB, the unit offers a rich media experience without being intrusive.
Overall, Digiday Publishing Summit Key Biscayne served as a wake up call to ad tech. In order to increase competition and drive higher CPMs and yield, publishers want to do away with the "duopoly" that is Google and Facebook. Industry guidelines and rules are being distributed by Google and Facebook and commanding the way publishers do business. To have a fair ecosystem, we need publishers to band together and become solution-driven.
What's the buzz around the office this week? Publishers can benefit in new ways from adding video, using programmatic advertising to attract loyal customers and a new mobile PMP enters the programmatic space.
What's the buzz around the office this week? Digital advertising professionals are concerned about attribution and transparency, how to avoid pitfalls in mobile video advertising and AppNexus' big move in header bidding technology.
All eyes will soon be on Rio. For over two weeks, the 2016 Summer Olympics will dominate not only television but the digital landscape as well. A lot has changed since the 2012 Olympic games. Thanks to mobile devices and Brazil’s US-friendly time zone, viewers will now have complete access to their favorite country, sport and athlete in real-time. This unprecedented level of digital exposure allows marketers to reach a number of target demographics within one campaign. So, let the games begin.
What's the buzz around the office this week? Our own Paul Bell chats header-bidding with AOL, mobile video is expected to generate billions in revenue and why publishers should keep the user experience in mind when wanting to increase monetization.