2018 is poised to be another busy year for marketers, complete with continued evolutions in communication approaches, media targeting technology and ROI measurement.
Finally, advanced attribution measures will cause a decline of dependence on prehistoric metrics like CPC, CTR’s and CPM. Digital advertisers, especially smaller local advertisers, have long depended on the most basic, and often misleading, metric: the click-through-rate. In 2018, advertisers will finally start moving to action-based metrics that provide a better measurement of the effectiveness of their campaigns. This is because tag management solutions are making it easier for advertisers to place conversion pixels on their sites, and also because location-based attribution models that measure store traffic, like “foot traffic lift,” will be more commonly adopted. The ongoing growth of mobile advertising also supports the use of foot traffic-based attribution.
One of the most encouraging developments of 2017 was the introduction of ads.txt, an Interactive Advertising Bureau initiative aimed at protecting the digital marketplace from fraudulent inventory. By placing an ads.txt file onto their web servers, publishers can let buyers know which exchange partners are actually authorized to sell their inventory, ensuring brands don’t wind up purchasing inventory that’s listed as New York Times but actually runs on an obscure or inappropriate website. Here is a list of the .co.nz sites that have adopted ads.txt.
We will see more best practice initiatives from both the supply and demand side of programmatic as advertisers demand more transparency.
The General Data Protection Regulation (GDPR) is a new European Union (EU) data privacy law. It comes into full effect on 25 May 2018. GDPR's main purpose is to create one coherent data protection framework and will substantially enhance data protection and privacy rights in the EU. The implication for New Zealand organisations is that if they wish New Zealand to maintain its ‘safe third country’ status, our privacy practices will need to match the enhanced data protection laws that are about to be implemented in EU member states. New Zealand organisations should consider what measures they need to put in place to ensure their privacy practices remain compliant with EU standards
There’s been a lot of doom and gloom about it, especially from smaller businesses dreading the costs of non-compliance. Yet the evidence is all in favour of GDPR being very positive for the ad industry: greater transparency will improve the consumer attitude towards personalised advertising, which is so important when you consider just how personalised advertising is going to become.
GDPR will also help agencies who use third-party data to improve targeting in programmatic campaigns. Having a better understanding of the provenance and exact nature of these data will definitely help improve the relevance of programmatic advertising.
The changing landscape of how consumers view television content is influencing how television ad inventory is traded. In 2018 significantly more Over-the-Top (OTT) and Connected TV (CTV) inventory will be bought and monetised programmatically. Mobile will continue to be the go-to place for advertising and consumer engagement via streaming and video content. Growth in OTT and CTV inventory means local advertisers will have new opportunities with highly targeted video advertising in 2018.
Demand-Side Platforms (DSPs) are building Pre-bid adapters into systems to cut out middleman Supply-Side Platforms (SSPs). With server-to-server becoming more popular and accessible, expect more DSPs to integrate directly with publishers via header bidding. DSPs will be able to outbid SSPs for direct publisher inventory and will be able to save on bids and pass this on. Publishers will benefit as well with increased volume.
70% of online ad performance has been attributed to creative and messaging. With the introduction of a content lead approach, more video and better engagement; marketers will be focused on quality communications and testing creative in an endeavour to extract better online performance.