Advertising Week Europe 2014 ran from 31st March to the 4th April and in this article we address three of the top trends covered at the event.  

1. The programmatic prophecy

Sir Martin Sorrell highlighted at the event that he sees programmatic buying as one of the biggest growth areas for brands. We are seeing an increase in the take up of programmatic advertising as brands realise the importance of responding to the online environment in real-time – as a result ad tech companies are innovating in this area. Buyers like the visibility and control of managing all media spend through a single interface as well as the higher ROI it produces and publishers see far more demand for their inventory than can be sold via their direct sales team.

2. Private and transparent advertising – for brands and consumers

Data-gathering tools allow us to focus on brand protection and privacy, and we support News Corp chief executive Robert Thomson’s claim that ‘privacy is good for business’. The Forbes “Promise of Privacy” Insight study conducted in association with Turn revealed that 53% of B2C customers and 45% of B2B customers say they are generally willing to share information when they perceive a benefit from the exchange.

Brands need to ensure that they can control where their ads appear, in order to avoid placement alongside inappropriate content. Meanwhile, the consumer wants to be assured that brands only access anonymous customer data and browsing patterns, enabling them to serve customers the ads that they want to see, while respecting their personal information. By utilising their 1st party data to better understand audience profiles and behaviour, brands are better positioned to ensure their messages are focused, timely and relevant to the consumer, and that the consumer receives benefit from this information exchange. The fact that consumers remain content to provide information, even if the balance of value favours business, ensures that privacy controls will continue to be crucial in paving the way for positive conversations between consumers and brands.

3. Mobile drives engagement

According to Nielsen, people are now spending more time browsing on their mobile devices (34 hours and 17 minutes a month) than on their desktop computers (27 hours and 3 minutes a month). With consumers interacting with advertising on-the-go, there are huge opportunities for brands to tap into real-time advertising. For example a study by Google found that 71 percent of consumers use mobile to find a nearby store location, and 55 percent then go on to purchase within an hour. Data insight can be used to reach shoppers in the right place, making them more likely to purchase as a result of timely targeting.

 

By Pierre Naggar, Managing Director EMEA of Turn.

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