Exponential http://exponential.com/ar-ae/ Mon, 18 Dec 2017 09:31:17 +0000 ar-AE hourly 1 http://wordpress.org/?v=4.1.21 Exponential Receives New Accreditation by the Trustworthy Accountability Group http://exponential.com/ar-ae/2017/11/01/exponential-receives-new-accreditation-by-the-trustworthy-accountability-group/ http://exponential.com/ar-ae/2017/11/01/exponential-receives-new-accreditation-by-the-trustworthy-accountability-group/#comments Wed, 01 Nov 2017 23:06:50 +0000 http://exponential.com/2017/11/01/exponential-receives-new-accreditation-by-the-trustworthy-accountability-group-2/ Recognized for combatting ad fraud with Certified Against Fraud Seal EMERYVILLE, Calif - (November 1, 2017) – Exponential Interactive, one of the largest digital advertising companies globally reaching over 700 million users monthly, has been accredited by the Trustworthy Accountability Group (TAG) with its “Certified Against Fraud” Seal. The accreditation follows TAG’s ‘Certified Against Fraud’read more

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Recognized for combatting ad fraud with Certified Against Fraud Seal

EMERYVILLE, Calif - (November 1, 2017)Exponential Interactive, one of the largest digital advertising companies globally reaching over 700 million users monthly, has been accredited by the Trustworthy Accountability Group (TAG) with its “Certified Against Fraud” Seal. The accreditation follows TAG’s ‘Certified Against Fraud’ Guidelines, and was achieved via an audit by an independent third party approved by TAG, BPA Worldwide. As required by the TAG guidelines, Exponential also works in compliance with The Media Rating Council’s Invalid Traffic Detection and Filtration Guidelines (MRC IVT Guidelines).

To achieve compliance, Exponential has demonstrated its methodology is in accordance with TAG’s guidelines for its certification against fraud. Exponential employs multiple tools and controls to protect advertisers from invalid traffic, including regularly updated whitelists and blacklists, proprietary activity-based detection checks and manual invalid traffic checks, partner qualification controls for publishers upon being accepted into the network and ongoing process and transaction auditing for publishers. Exponential also employs a thorough compliance process with dedicated compliance and data quality officers and strict processes for handling invalid traffic complaints.

“Exponential is working alongside TAG to combat ad fraud. As an advertising intelligence company, we fully understand and recognize just how important it is to be vigilant about fraud,” said Tim Sleath, VP of product management, Exponential. “The industry is in a new era of digital transparency. It’s vital that companies work to prevent fraud and ensure brand safety. We are proud to play our part in making online advertising a safer, cleaner place and hope other companies follow suit.”

About Exponential

Exponential is a technology-driven advertising company, that enables brands to drive consumer engagement and performance across display, video and mobile.

When you have the right balance of people and technology, amazing things can happen. Exponential uses big data and machine learning to understand consumer interests in real-time, and delivers innovative creative experiences designed to trigger emotions that drive affinity and spend.

For more than 15 years, we have delivered superior advertising products and services that consumers embrace, agencies recommend, brands select, media providers prefer, and our employees are proud of. Exponential was founded in 2001 and has locations in 22 countries. For more information, please visit www.exponential.com.

Media Contact:
Kara O’Donnell for Exponential
kara@kitehillpr.com

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TEN, Exponential Partner For Curated Video Content Ads http://exponential.com/ar-ae/2017/10/26/ten-exponential-partner-for-curated-video-content-ads/ http://exponential.com/ar-ae/2017/10/26/ten-exponential-partner-for-curated-video-content-ads/#comments Thu, 26 Oct 2017 21:21:41 +0000 http://exponential.com/2017/10/26/ten-exponential-partner-for-curated-video-content-ads-2/ Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video ad that incorporates curated content from TEN. TEN, Exponential Partner For Curated Video Content Ads LAS VEGAS — Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video adread more

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Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video ad that incorporates curated content from TEN.

TEN, Exponential Partner For Curated Video Content Ads

LAS VEGAS — Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video ad that incorporates curated content from TEN.

Auto marketers can use this type of ad for a specific vehicle, including editorial product reviews and awards to showcase the cars’ performance.

To commemorate their relationship, Exponential and TEN: A Discovery Communications Company hosted an event in conjunction with the J.D. Power Automotive Marketing Roundtable. Megan Neal, TEN’s vice president of social media, discussed how auto marketers can apply TEN’s content to improve their ROI and sell cars.

Research shows that consumers are increasingly moving away from shopping for cars in person and are relying more on online reviews and research to make their purchasing decisions. For example, consumers are now visiting less than two dealerships on average before buying a car. According to Nielsen, there is a 15% lift in purchase consideration for new cars after consumers read third-party expert content.

Exponential reaches more than 700 million users monthly. The Video-Driven Experience Content Amplifier will take curated content and insert it into scalable, and interactive ad units. The ads can use a variety of formats including live stream and 360-degree video.

TEN: A Discovery Communications Company, an automotive media company, is among one of the first media partners for Exponential’s new VDX Content Amplifier offering. TEN offers unbiased content from brands like Motor Trend, which has its own YouTube channel with hundreds of videos and over 5 million subscribers. Auto marketers can tout specific awards associated with different makes and models, and provide credible, expert reviews with an advertorial voice.

“The interactive nature of the VDX ads were particularly appealing to us, as it allows our content to be presented in an engaging and dynamic way to readers,” said Jason Rice, senior vice president, media solutions and strategy, at TEN. “Our goal is to provide consumers with expert guidance on cars and we feel this relationship with Exponential allows us to stay true to this goal.”

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Phish “phans” and how data informs marketers http://exponential.com/ar-ae/2017/09/26/phish-phans-and-how-data-informs-marketers/ http://exponential.com/ar-ae/2017/09/26/phish-phans-and-how-data-informs-marketers/#comments Tue, 26 Sep 2017 21:21:16 +0000 http://exponential.com/2017/09/26/phish-phans-and-how-data-informs-marketers-2/ Data is the air that marketers breathe, yet it’s not always clear how to approach it. What data should I be using? How can I make all my data fit together? What types of audiences and segments do I need to reach the right consumers? These are just some of the questions on the mindsread more

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Data is the air that marketers breathe, yet it’s not always clear how to approach it. What data should I be using? How can I make all my data fit together? What types of audiences and segments do I need to reach the right consumers? These are just some of the questions on the minds of marketers.

Phish “phans” and how data informs marketers

Data is practically infinite in this industry, so the challenge is to break it down into usable nuggets.

For example, marketers can better offer some value exchange to their potential customers in the form of personalized messaging in the right contexts by using lifestyle data based on consumers’ passion points and content consumption, thus eliminating ad waste and generating customer loyalty and affinity.

Sounds great, right? But what does that mean? Here’s a case study about fans of the band Phish and how data about them can inform marketers on how to best reach this subset:

The “Baker’s Dozen” tour and event-based data collection

Especially in light of the fact that this past summer,Phish embarked on a historic series of concerts called “Baker’s Dozen,” which included 13 shows at Madison Square Garden, 237 songs (without any repeats) and more than 2,000 minutes of music.
Phish “phans” behavior and preferences during the show series shed an interesting light on the types of insights marketers can uncover from a particular set of people convening around a particular event.

Just like the flavors of each donut passed out on each night of the Baker’s Dozen, Phish phans are truly a unique bunch. To understand this group better, we analyzed anonymous internet users interested in the band during the month of July 2017 and uncovered some expected behaviors and some surprises.

Demographics: Anyone who has waited in the restroom lines at Madison Square Garden knows that the band’s followers tend to skew male, and data confirms that Phish “phans” are about 25% more likely to be male than female. In terms of age, we see the highest lift for interest in Phish from internet users aged 36-40, which sounds about right for those coming into fandom during the height of Phish’s popularity during the mid to late 90s.

Preferences: Our data shows that Phish phans are 17x more likely to be interested in rock music than the average internet user and 13x more interested in jazz.

Geography: With its roots as a band in Vermont and many early shows across New England, it’s also no surprise we see strong interest in the band from folks living in places such as Portland, Maine, Boston, Massachusetts, and their home state of Vermont. But we also see interest in the band from residents of Wisconsin, Colorado, and Nevada.

Lifestyle: What do Phish phans like to buy? Considering many now have children, we see a 14x lift over average for electronics related to children’s learning and education, as well as 13x lift for bikes and skates. Many Phish phans have also been known to be musicians themselves, as evidenced by an 11x lift in guitars and other musical instruments. They also like to shop for art and collectibles as well as flowers and gifts. Finally, we see a 17x lift for home improvement related to the garage and a 13x lift for griddles and grills to cook grilled cheese on the lot, or a feast at home for the family.

Brand preferences: In terms of affinities for specific auto brands, their favorite vehicle to road trip with is Subaru, which is a brand known for its Outback, Forrester and Crosstrek, all vehicles equipped with the versatility and ability to deal with any kind of weather and terrain. This coincides with another interest of camping and hiking, which Phish phans are 15x more likely to do than the average.

Travel: Traveling to family friendly destinations such as Universal Studios in Orlando, FL was also high on the list with a 12x lift. Phish phans also go on excursions, music and arts festivals (27x) international trips to places such as Australia and Iceland (15x and 12x, respectively), and proactively booking snowboarding trips to mountain resorts (23x).

Sports: Sports preferences are also telling. Phish phans prefer MLB teams such as the Washington Nationals (70x, possibly some carry over fandom from the “Wilson” chant for their former catcher Wilson Ramos?) Cincinnati Reds (15x) and Boston Red Sox (11x), along with the rest of the AL East (9x).

Like any other consumer segmentation, taking into account the human element is the key to bringing data to life. By learning more about Phish phans and their preferences, marketers can move beyond the surface level of “music lover” segmentation into microsegments based on their passion points of jazz music, Subaru vehicles, children’s learning tools, adventure travel and New England roots.

This example demonstrates how diving deep into your customer’s profile and interests can help guide smarter and more effective marketing. Knowing who your audience is marks the first step to success in this age of personalization.

Jim Johnson is the vice president of account planning at Exponential Interactive.

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Portrait of a travel-minded consumer http://exponential.com/ar-ae/2017/09/08/portrait-of-a-travel-minded-consumer/ http://exponential.com/ar-ae/2017/09/08/portrait-of-a-travel-minded-consumer/#comments Fri, 08 Sep 2017 19:32:07 +0000 http://exponential.com/2017/09/08/portrait-of-a-travel-minded-consumer-2/ There is new data that paints a picture of what consumers are doing online in the days and weeks leading up to travel. This is what marketers need to know.

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Portrait of a travel-minded consumer

There is new data that paints a picture of what consumers are doing online in the days and weeks leading up to travel. This is what marketers need to know.

When consumers travel, prepping isn’t only about best airfare or the cheapest hotel – not even for those who are traveling for work. Of course, marketers know that travelers will be looking into restaurant and hotel information, but the new data out from Exponential, focused on travelers to Las Vegas, breaks that information out into time frames that could give marketers a great chance to engage and convert those consumers.

For example, people who are traveling for extended stays in an area begin packing for their trips about 90 days before leaving; during this time frame, the consumer is most interested in package deals – so hotel/airfare combinations, or meal packages are likely of interest. Then, at about 60 days out, consumers will begin looking at events – concerts, local interest hangouts, sporting events. This is the point when business people, especially, begin booking hotel stays.

“Travelers are some of the most valuable audiences for marketers. To help better understand their decision making, we explored behaviors that travelers exhibit before arriving at a popular destination such as Las Vegas. We found four types of visitor, each with a unique sequential pattern, that serve as a blueprint for marketers looking to reach these traveler segments,” said Bryan Melmed, Vice President, Insights, Exponential.

For restaurants and comedy clubs, targeting consumers who are about 45-30 days out of a trip is important because this is when traveling consumers begin making their actual decisions about entertainment and dining for the trip. Then, for retailers, about 15 days pre-travel, consumers will begin looking at local shops to plan their shopping visits.

While this information doesn’t guarantee that marketers will engage traveling consumers, knowing what these customers are looking for prior to leaving for their destination can go a long way toward creating a sense of engagement.

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Trusting the Machine in Online Marketing: Discovering your Audience http://exponential.com/ar-ae/2016/08/08/trusting-the-machine-in-online-marketing-discovering-your-audience/ http://exponential.com/ar-ae/2016/08/08/trusting-the-machine-in-online-marketing-discovering-your-audience/#comments Mon, 08 Aug 2016 10:22:04 +0000 http://exponential.com/?p=22451 Exponential, a global provider of advertising intelligence and digital media solutions, has put together a four-part series on “Trusting the Machine in Online Marketing”.

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Trusting the Machine in Online Marketing: Discovering your Audience by Zaira Lakhpatwala

Exponential, a global provider of advertising intelligence and digital media solutions, has put together a four-part series on “Trusting the Machine in Online Marketing”.

The first part of this series is focused on Discovering your Audience.

Data collection and analysis have grown immensely in the last few years, but is there still a case to be made for trusting machines in online marketing?

This segment looks at:

– What is audience discovery and why should marketers care?

– What are online audiences?

– What is audience evaluation?

– Why do marketers need to go beyond marketing intuition?

– Why do we need to trust the machines to find gold?

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New research shares statistics on how Ramadan changes online behavior in the Middle East & North Africa http://exponential.com/ar-ae/2016/06/07/new-research-shares-statistics-on-how-ramadan-changes-online-behavior-in-the-middle-east-north-africa/ http://exponential.com/ar-ae/2016/06/07/new-research-shares-statistics-on-how-ramadan-changes-online-behavior-in-the-middle-east-north-africa/#comments Tue, 07 Jun 2016 10:20:59 +0000 http://exponential.com/?p=22449 Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 750 million users each month, has conducted an analysis of the anonymous online behaviour of people residing and working in the Middle East and North Africa, researching the Ramadan audience to compare the strongest - or most 'over-indexing' - interests across topics, including shopping, travel, food, charity and religion (see attached infographic).

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New research shares statistics on how Ramadan changes online behavior in the Middle East & North Africa

Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 750 million users each month, has conducted an analysis of the anonymous online behaviour of people residing and working in the Middle East and North Africa, researching the Ramadan audience to compare the strongest – or most ‘over-indexing’ – interests across topics, including shopping, travel, food, charity and religion (see attached infographic).

The results showed how online behaviours in the Middle East change during Ramadan, including the key points below:

·         Research reveals Housewares to be the most popular product category to be researched for Ramadan, along with cooking and recipes 

·         Fashion is key – the audience is 5% more likely to research hair & makeup, accessories & flowers 

·         Environmental causes are the most popular in terms of charitable contributions  

·         Closer to Eid, online shopping shifts from home entertainment to gift giving 

·         Most popular Ramadan gifts to be bought online include consumer electronics, children’s books and games, and jewellery and watches 

·         Other key content spikes include home improvement, education and travel 

Religion & Charity

Data from the research supports the key themes of Ramadan, of family, religion and charity, with consumers being 103 times more likely to research society and culture content related to religion and spirituality, and 45x more likely to research quotes and poetry. Education for children is also a popular topic (29x more likely to be researched). In terms of charity, the Ramadan audience is 22 times more likely to be interested in environmental causes, followed by the homeless and elderly (both 14x).                                                                                             

Travel

When it comes to travel, the Ramadan audience is an overwhelming 674% more likely to be interested in travelling from the Middle East to Hyderabad, India, than the average person online. Travel to Islamabad, Pakistan, also scores very highly at 76x. Travel resources and guides are also 57x more popular during the Ramadan period as people plan trips to see family and friends.

Food

Exponential’s research support’s Google’s data which shows spikes in searches for recipes and cooking during Ramadan. The Ramadan audience is 40x more likely to research recipes and cooking, with the most popular recipe topics include breakfast (47x), chicken (35x), seafood (30x) and desserts/sweets (29x).

Shopping

The Ramadan audience is 144x more likely to be interested in homewares than the internet average, also supporting the focus on cooking and entertaining during this period, while home & garden and home improvements were also 18x more likely to be researched.

Fashion

Fashion becomes even more popular during the Ramadan period with the focus on socializing with family and friends. The Ramadan audience were 11x more likely to research fashion, with the majority of interest around hair & makeup, dresses & women’s accessories (all 5x more likely than the internet average).

Eid gift giving

As Ramadan comes to a close and we approach Eid, data shows that the online shopping focus shifts from home improvement towards gift giving. Jewellery and watches prove the most popular gift choices around Eid with consumers 29x more likely to be researching these, followed by men’s and women’s luxury fashion at around 10x.

Educational materials are a popular choice for children’s gifts with the audience interested in books, games and puzzles 20x more than the internet average, followed by children’s clothes at 9x. Sweets and flowers show a popularity increase of 5x during this period, while consumer electronics such as smartphones, tablets and streaming devices also proved to be very popular.

Overall, online shopping shows a sharp rise of 10x above average during the Ramadan timeframe. This, along with religion, charity, food and travel, prove to be the most popular topics for online audiences during the Holy Month of Ramadan.

The research reinforces what we already know about the Holy Month, with online behaviours during Ramadan reflecting those offline,” commented Amer Attyeh, Exponential’s Regional Business Head for the Middle-East and North Africa.

“From a business perspective, this research can help companies to be more effective online, targeting activity and advertising where it will have the most impact during this time. Mobile and video creative executions are particularly impactful during this period of increased travel, family interaction and content sharing. Travel, retail (particularly fashion, homewares and consumer electronics) and consumer packaged goods such as food and drinks would be prime areas of focus for campaigns during this month, with a general theme of discounts and promotions resonating particularly well with the Ramadan audience” he added.

-Ends-

About Exponential
Exponential Interactive delivers innovative advertising experiences that transform the way brands interact with audiences across desktop and mobile. Exponential’s platform fuses one of the largest global digital media footprints and proprietary data with user-centric ad formats designed to drive engagement and action. Creativity and audience insights form the foundation for building smarter, more relevant solutions for advertisers and publishers. Exponential was founded in 2001 and has locations in 22 countries. For more information, please visit www.exponential.com.

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Interactive Video Units Outperform Standard, Pre-roll Ads http://exponential.com/ar-ae/2016/05/04/interactive-video-units-outperform-standard-pre-roll-ads/ http://exponential.com/ar-ae/2016/05/04/interactive-video-units-outperform-standard-pre-roll-ads/#comments Wed, 04 May 2016 10:19:44 +0000 http://exponential.com/?p=22447 Eye tracking and facial coding technology measure emotional, physical reactions to interactive ads

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Interactive Video Units Outperform Standard, Pre-roll Ads

Eye tracking and facial coding technology measure emotional, physical reactions to interactive ads 

Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 600 million users each month, has released its study titled The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can Tell Us About Good Advertising – which finds that interactive video advertisements are significantly more impactful than standard banner and pre-roll video ads.

Exponential commissioned EyeSee, a market research firm, to investigate the effectiveness of interactive video. The study compared Exponential’s proprietary VDX video units to 30-second pre-roll units and standard banner units, focusing on three key KPIs – attention (length of browsing and interaction time), emotion (type of emotion and strength of emotional reaction) and perception (impact on brand lift). These KPIs were evaluated via eye tracking and interaction rates, facial expression and surveys, respectively.

The study found that interactive video ads are more effective at seizing attention, provoking emotion and driving brand impact. Key takeaways and statistics include:

·      Interactive video impacts purchase consideration. 17 percent of users who viewed a VDX Pre-roll and 19 percent of users who viewed the VDX Rectangle units stated they “definitely will” consider purchasing the brand in the future. That statistic was only 13 percent for the standard pre-roll. 

·      Interactive video advertising units generate positive brand perception and make a lasting impression. Compared to standard pre-roll units, video-driven units held attention for over twice as long, produced higher ad recall rates and boosted brand perception.

·      An invitation to engage with video advertising is more than just a gateway to a compelling experience; it can be valuable real estate in itself. 69 percent of users spent over five seconds looking at the interactive teaser compared to just 11 percent who viewed the standard animated banner of the same size. Interactive teasers are also 3x more likely to stimulate a positive emotional reaction (particularly ‘Focus’). Further, 82 percent of those who viewed the teasers reported “favorable” or “very favorable” brand perception on the surveys compared to just 68 percent of those who viewed the standard banner. 

“This study validates what we’re seeing every day – that interactive video is a powerful digital vehicle for brand impact,” said Bryan Melmed, VP, Insights Services, at Exponential. “The choice of ad format has huge implications for marketers and advertisers; advertising focused on engagement delivers more compelling, memorable experiences.”   

“The opportunities for interactive video in the Middle East are endless, providing there is a clear understanding of consumer behviour.” added Amer Attyeh, Exponential’s Regional Business Head for MENA. “These studies help us to work even more closely with clients in the MENA region to develop their digital strategies further and ensure the dollars spent on advertising have maximum impact.” 

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The Triple Threat Of Ad Blocking, Viewability & Fraud http://exponential.com/ar-ae/2016/04/27/the-triple-threat-of-ad-blocking-viewability-fraud/ http://exponential.com/ar-ae/2016/04/27/the-triple-threat-of-ad-blocking-viewability-fraud/#comments Wed, 27 Apr 2016 18:09:14 +0000 http://exponential.com/2016/04/27/the-triple-threat-of-ad-blocking-viewability-fraud-2/ The everyday challenges of marketers are constantly changing – from the introduction of new technologies to the shifting habits of consumers. Yet, there are some major challenges that have been sticking around and including viewability, fraud and ad blocking. How can marketers adapt? Viewability Viewability is mainly a question of pricing. The tools marketers canread more

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The everyday challenges of marketers are constantly changing – from the introduction of new technologies to the shifting habits of consumers. Yet, there are some major challenges that have been sticking around and including viewability, fraud and ad blocking. How can marketers adapt?

Viewability

Viewability is mainly a question of pricing. The tools marketers can use to assure good viewability, and the inventory to deliver it, do exist, but for a price. This question of pricing will take some time for players and customers to adjust. The greater challenge we face is the old issue of trying to serve two distinct masters – optimizing for good cost per acquisition (CPA) and good viewability when the two things aren’t directly linked. There are rumblings about the need for a viewability/CPA combined metric, although it looks like we’ll have to wait a bit for that.

Fraud

Although it’s not necessarily a new trend, fraud is a huge concern for marketers. Fraud is a question of constant vigilance, but for most in the value chain, it’s already addressed by viewability. If you’re buying viewable, you should have already taken out non-human traffic – this is the standard of both JICWEBS in UK and the Media Ratings Council (MRC) in the USA.

Since only humans can truly “see” ads, high fraud leads to low viewability and in siphoning off revenue, fraudsters have brought about poor user experiences that contribute to the rise of the next obstacle – ad blocking.

Ad Blocking

2016 has already become the year of ad blocking. Even though it’s a thorn in most marketers’ sides, all invested parties will come out better off. Consumers will end up getting better experiences and publishers will get fair revenue via fewer, better quality ads. This will be facilitated by the twin strategies of publishers blocking ad blockers (short term) and rationalization of the supply chain (longer term) to focus on the partners adding value, rather than just another pixel call that slows down pages, soaks up bandwidth and results in user frustration.

Marketers realize that ad blocking is a problem – it has been discussed and debated by seemingly everyone in the industry. Most recently, the IAB launched its D.E.A.L. program, which is meant to facilitate a clear message around the value exchange between users and publishers. Namely, consumers must either view the ads or pay the publisher money for the content. Content cannot be consumed for free.

But it remains to be seen if the IAB’s DEAL and LEAN programs (and also the TAG registration initiative) will have the desired effect of cleaning up the industry and user experience.

So, what’s a marketer to do?

Which one of these challenges is more of a threat? That depends on whom you ask. For a publisher, viewability is an opportunity, while ad blocking is a threat, especially given the uncertain future and continued adoption. For vendors, viewability is a short-term challenge, unless the vendor has a strong direct publisher relationship, which would allow them to adapt.

Fraud and ad blocking, if uncontrolled, represents a threat to the larger ad tech industry and so warrant more attention in the months ahead.

Brands and advertisers should expect a high level of service, especially when it comes to viewability and fraud levels; however, they and their agencies should adopt the industry standards for such criteria.

For example, the MRC has issued standard guidance on viewability, but there’s still a sense of one-upmanship of some parties wanting increasingly strict limits. This fragmentation of standards in this nascent field ultimately makes it harder to clean things up across the board. Equally, advertisers and agencies should accept that while every interested party will tell you their version of the truth, there is always discrepancy, oftentimes considerable discrepancy, between them.

Unfortunately, marketers still don’t have a tight grasp on these challenges. While it would be good to see more consistency from buyers, there has been reasonable activity and progress made industry-wide. The IAB is promoting good standards, however, that does not always result in everyone being on the same page.

It seems like just yesterday that these topics were barely a concern but, as we move further into 2016, it’s apparent that ad blocking, viewability and fraud are here to stay. Similar to most other trends and evolutions throughout the years, it’s the companies that are able to adapt who are able to come out ahead.

Most problems, especially those as pervasive as these three, cannot be solved with just the flip of a switch. Rather, it’s up to those in the industry to prepare for the obstacles they can see and brace for those not yet visible.

As VP, Product Management, Tim Sleath oversees the development of Exponential’s platform strategy and data analytics capabilities as well as the networks quality to assure brand safety and appropriate data protection for clients, publishers and Internet users.

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Exponential Interactive Named Finalist for sfBIG’s BIG Star Award http://exponential.com/ar-ae/2016/04/21/exponential-interactive-named-finalist-for-sfbigs-big-star-award/ http://exponential.com/ar-ae/2016/04/21/exponential-interactive-named-finalist-for-sfbigs-big-star-award/#comments Thu, 21 Apr 2016 21:18:24 +0000 http://exponential.com/2016/04/21/exponential-interactive-named-finalist-for-sfbigs-big-star-award-2/ Exponential recognized for its data report on Republican primary voters by the sfBIG panel of judges We are excited to announce that Exponential has been named a finalist for sfBIG’s BIG Star Award in the category of “Best Use of BIG Data.” The submission for this category included an audience insights brief on which celebrities and musiciansread more

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Exponential recognized for its data report on Republican primary voters by the sfBIG panel of judges

We are excited to announce that Exponential has been named a finalist for sfBIG’s BIG Star Award in the category of “Best Use of BIG Data.” The submission for this category included an audience insights brief on which celebrities and musicians held the greatest sway with Republican primary voters, and how advertisers can use this type of data to connect with target audiences.

For example, the brief found that GOP voters are 13.5 times more likely than the average internet population to research Mindy Kaling. While Republican voters’ attraction to the first-generation, American-Indian comedian is not immediately obvious, the fact that she revealed her desire to own a handgun and described both her parents as conservative Republicans may shed light on this appeal.

Likewise, GOP voters are 9 times as likely to research Robert Downey Jr. than the average Internet population. Downey’s onscreen superhero bravery and valor align well with the Republican Party’s rhetoric and value system. Additionally, Downey has attended events for both Democratic and Republican parties in the past: a fundraiser for President Obama at George Clooney’s home and a Minneapolis Republican Convention in 2008.

Other celebrities that were found to resonate well with GOP voters: Kate Upton, U2, Sandra Bullock, Taylor Swift and Katy Perry.

Read the full brief here.

“It’s wonderful to be recognized by sfBIG for our data, especially given the caliber of fellow ad tech companies in the Bay Area,” said Bryan Melmed, VP, Insights Services at Exponential. “We’ve focused so much effort on providing detailed, relevant insights for advertisers and marketers, and welcome that big data is recognized as a powerful tool for any business objective.”

Exponential has a dedicated Insights Services team that gathers and analyzes data points to provide insights for marketers, brands and advertisers. In addition to optimizing campaigns and improving targeting, Exponential uses its data to derive conclusions and insights about audiences and consumer behavior.

Winners will be announced at the 2016 sfBIG’s BIG Star Awards April 21st at the Terra Gallery in San Francisco. More info on the event can be found here.

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Exponential Study Finds Interactive Video Units Outperform Standard Banner, Pre-roll Ads http://exponential.com/ar-ae/2016/04/13/exponential-study-finds-interactive-video-units-outperform-standard-banner-pre-roll-ads/ http://exponential.com/ar-ae/2016/04/13/exponential-study-finds-interactive-video-units-outperform-standard-banner-pre-roll-ads/#comments Wed, 13 Apr 2016 18:49:11 +0000 http://exponential.com/2016/04/13/exponential-study-finds-interactive-video-units-outperform-standard-banner-pre-roll-ads-2/ Eye tracking and facial coding technology measure emotional, physical reactions to interactive ads EMERYVILLE, CA (April 13, 2016) – Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 700 million users each month, has released its study titled The Power of Video-Driven Experiences: What Attention, Emotion and Perceptionread more

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Eye tracking and facial coding technology measure emotional, physical reactions to interactive ads

EMERYVILLE, CA (April 13, 2016) – Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 700 million users each month, has released its study titled The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can Tell Us About Good Advertising – which finds that interactive video advertisements are significantly more impactful than standard banner and pre-roll video ads.

Exponential commissioned EyeSee, a market research firm, to investigate the effectiveness of interactive video. The study compared VDX interactive video ad units to 30-second pre-roll units and standard banner units, focusing on three key KPIs – attention (length of browsing and interaction time), emotion (type of emotion and strength of emotional reaction) and perception (impact on brand lift). These KPIs were evaluated via eye tracking and interaction rates, facial expression and surveys, respectively.

The study found that interactive video ads are more effective at seizing attention, provoking emotion and driving brand impact. Key takeaways and statistics include:

  • Interactive video impacts purchase consideration. 17 percent of users who viewed an interactive pre-roll video ad and 19 percent of users who viewed an interactive rectangular video unit stated they “definitely will” consider purchasing the brand in the future. That statistic was only 13 percent for the standard pre-roll.
  • Interactive video advertising units generate positive brand perception and make a lasting impression. Compared to standard pre-roll units, video-driven units held attention for over twice as long, produced higher ad recall rates and boosted brand perception.
  • An invitation to engage with video advertising is more than just a gateway to a compelling experience; it can be valuable real estate in itself. 69 percent of users spent over five seconds looking at the interactive teaser compared to just 11 percent who viewed the standard animated banner of the same size. Interactive teasers are also 3x more likely to stimulate a positive emotional reaction (particularly ‘Focus’). Further, 82 percent of those who viewed the teasers reported “favorable” or “very favorable” brand perception on the surveys compared to just 68 percent of those who viewed the standard banner.

“This study validates what we’re seeing every day – that interactive video is a powerful digital vehicle for brand impact,” said Bryan Melmed, VP, Insights Services, at Exponential. “The choice of ad format has huge implications for marketers and advertisers; advertising focused on engagement delivers more compelling, memorable experiences.” 

Methodology

In the study, a sample of 500 panel-recruited participants were asked to browse a series of realistic mock websites how they would naturally – at home and using their own devices. Throughout exposure, users were monitored via their webcams for their facial expressions, visual gaze, and navigation while surfing the pages. After users finished browsing, they were then exposed to an additional mock webpage with generic editorial content and additional dummy advertisements. To assess brand lift metrics, users were presented with a seven-question survey assessing recall and brand perception.

The study can be found here.

About Exponential

Exponential Interactive delivers innovative advertising experiences that transform the way brands interact with audiences across desktop and mobile. Exponential’s platform fuses one of the largest global digital media footprints and proprietary data with user-centric ad formats designed to drive engagement and action. Creativity and audience insights form the foundation for building smarter, more relevant solutions for advertisers and publishers. Exponential was founded in 2001 and has locations in 22 countries. For more information, please visit www.exponential.com.

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