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Mobile advertising spend will outstrip digital rivals by 2016

The lat­est fore­cast for US media ad spend­ing from eMar­keter pre­dicts that mobile adver­tis­ing will sur­pass all oth­er dig­i­tal ads by 2016. An his­toric over­take Mobile adver­tis­ing agen­cies will have their work cut out for them, it seems: over the next two years, mobile ad spend­ing is pro­ject­ed to more than dou­ble from this year’s $17.7 bil­lion to $37.5 bil­lion. Any­one with a smat­ter­ing of knowl­edge about the mobile adver­tis­ing mar­ket will instant­ly appre­ci­ate that this will amount to an his­toric event: for the first time, mobile ad spend will out­strip that for print and desk­top. So, what’s hap­pened to turn the runt of the adver­tis­ing lit­ter into the titan? The expla­na­tion, says eMarketer’s exec­u­tive edi­tor Noah Elkin is a major shift in con­sumer habits. He said: “It real­ly has to do with con­sumers’ time, atten­tion and engage­ment. Con­sumers are spend­ing more of their dig­i­tal media time with their smart­phones and tablets than their desk­tops and lap­tops.” Last year, US adults were spend­ing just two min­utes more on their tablets and smart­phones than on larg­er lap­top or desk­top screens. But this year, that dif­fer­ence has sky­rock­et­ed 20-fold to reach forty min­utes more. As Elkin some­what mod­est­ly puts it, adver­tis­ers are…

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Mobile ad spend took off big time in 2013, says eMarketer

Peo­ple hold­ing media jobs in mobile adver­tis­ing agen­cies have final­ly seen the fruits of their labor pay off. Accord­ing to a new report from eMar­keter fea­tured in AdAge and sev­er­al oth­er news out­lets, mobile adver­tis­ing spend is on course to dou­ble by the close of 2013 to hit $9.6 bil­lion (it was $4.4 bil­lion in 2012, so to be accu­rate the 2013 spend is actu­al­ly more than dou­ble). On the rise at last  And it doesn’t stop there: the report fore­casts that mobile adver­tis­ing spend­ing will leap again by a fur­ther $5 bil­lion next year. After limp­ing at an under­whelm­ing rate for so long, despite end­less promis­es of a stub­born­ly elu­sive break­through, mobile adver­tis­ing final­ly appears to be tak­ing off. By com­par­i­son, the report reveals that desk­top ad spend grew by a fee­ble 1.7 per­cent in 2013. Over­all, the dig­i­tal ad spend will have grown by 15.7 per­cent by end of year – and mobile is clear­ly at the head of the pack. Any­one with expe­ri­ence of media jobs in that cor­ner of Adland known as mobile can tell you why: the uptake of mobile devices has not only been soar­ing, but peo­ple are spend­ing more time on them, too.…

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How best to make online video ads truly interactive

Art direc­tors want­i­ng to get the best out of video adver­tis­ing for their online adver­tis­ing agen­cies might do well to heed some new “best prac­tice” guid­ance from eMar­keter. The rise of inter­ac­tive It’s no secret that inter­ac­tive video adver­tis­ing is grow­ing. Video ad man­age­ment firm VINDICO’s data shows that dig­i­tal video ads fea­tur­ing some form of inter­ac­tiv­i­ty leapt from 2 per­cent in Jan­u­ary 2013 to 11 per­cent in June. Its pres­i­dent, Matt Tim­o­thy, explained that the share of video ads fea­tur­ing inter­ac­tiv­i­ty dou­bled between 2012 and 2013 and he expects it to dou­ble again next year. Dig­i­tal video ad spend­ing is grow­ing sharply accord­ing to eMarketer’s research, and its share of the total dig­i­tal dis­play bud­get is set to climb from this year’s 23.4 per­cent to 30.7 per­cent in 2017. And that means that it’s more impor­tant than ever to under­stand the best prac­tice in how to make video ads gen­uine­ly inter­ac­tive But pret­ty much all art direc­tors would prob­a­bly con­sid­er them­selves rook­ies when it comes to inter­ac­tive video. Today’s inter­ac­tive video ads involve an active two-way, give-and-take com­mu­ni­ca­tion between adver­tis­ers and con­sumers. And eMarketer’s new guide, “Inter­ac­tive Video Adver­tis­ing: Sev­en Best Prac­tices for a New Ad Chan­nel”, sets out…

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The rise and rise of Denver-based advertising startup Altitude Digital Partners

It may no longer be news that online adver­tis­ing agen­cies are putting their art direc­tors and account man­agers to work on online video cam­paigns as nev­er before (eMar­keter pre­dicts that dig­i­tal video ad spend­ing will explode from this year’s $4.1 bil­lion to over $8 bil­lion by 2016). But maybe it is news to find a young online dis­play and video ad tech firm which has sure­foot­ed­ly kept abreast of the trend toward video, even when it wasn’t a glim­mer in most adver­tis­ers’ and pub­lish­ers’ eyes. Surf­ing the dig­i­tal crest Den­ver-based start­up Alti­tude Dig­i­tal Part­ners match­es pub­lish­ers with adver­tis­ers through a real-time bid­ding plat­form that func­tions like online Adland’s very own eBay. The efforts of art direc­tors and account man­agers get to be a lit­tle more appre­ci­at­ed cour­tesy of Alti­tude Dig­i­tal, because their prod­uct is more like­ly to be seen. It com­bines user data from online and offline sources, cross-ref­er­enc­ing infor­ma­tion held by cook­ies with infor­ma­tion from third-par­­ty firms like Exper­ian. Video ads get tar­get­ed far more effec­tive­ly, end­ing up being viewed rather than sim­ply skipped (the fate of too many art direc­tors’ online cre­ations). Back in 2009, erst­while online adver­tis­ing sales rep, Jer­ry Oster­miller, decid­ed to dust him­self off after…

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