The cost of a television spot during Super Bowl 52 was over $5 million. That’s 30 seconds of airtime, and then poof, the commercial is over. It’s an even tougher pill to swallow when you realize the marketing competition on the field. In 2018 marketers spent $408 million for in-game messages. When pre-and post-game programming […]
“The advertising industry by and large has conquered the reach problem,” commented Seraj Bharwani, Chief Strategy Officer at AcuityAds. “Advertisers can reach most audience groups with remarkable precision using audience segmentation and classification systems provided by existing advertising technologies. Unfortunately, what remains out of reach is viewer attention.” In Just a Minute The graph on […]
Call it what you want: ad fatigue, creative fatigue, banner blindness. One thing is for certain, inundating consumers with a barrage of the same ads over and over again is about as appealing as the day-old bagels in the office break room. And with the post-holiday slump, the pressure for advertisers to reactivate audiences and […]
We get it. Advertising is hard. Consumers are on pins and needles while binging the lastest season of The Handmaid’s Tale and we are interrupting it to tell them they should really consider switching laundry detergent. As they gleefuly wait for the ‘skip ad’ button to appear, it becomes clear that advertising has to be […]
As we continue our mini-learning series on programmatic ad formats, today we’ll be taking a closer look at programmatic video advertising. The quantity of digital and offline media available to users today is growing at an exponential rate. Audiences are bombarded with massive amounts of information, such that it is impossible for a user […]
It wasn’t long ago that North American marketers were producing and sharing about 200,000 videos per year. Today, that number is a closer to one million, and even that figure is set to skyrocket as video becomes a leading ad format across the world.
Customer perception changes quickly. It can take just a single poorly thought-out ad to lose a customer. Look no further than the great Pepsi ad scandal of 2017, in which the soda-giant took considerable heat for a commercial that showed model Kendall Jenner ending a fictional political protest by handing a police officer a can of Pepsi. This is why the use of real-time insights is critical to any advertising strategy.