PMI Moves Marginally Down

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November’s Manufacturing Index ticks down by 3/10ths, but remains above the golden 50 mark, as it has for the last five months, and significantly above the 13-month average of 49.5. The number also remains well above the first half of 2016.  This means that both the service sector, reported earlier in the week, and the manufacturing sector are projecting a positive light.  Source: Markit Economics

Programmatic Video on the Rise

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Condé Nast Entertainment’s digital leader, Joy Marcus was interviewed on Beet.tv recently and offered rather optimistic views about video advertising.   She said, “I think you’re going to see a more full blown programmatic video program from Condé Nast in 2017.”

About video in general she added we may be seeing a “hockey stick moment for video advertising… all the boats will rise but on a percentage basis I believe more and more of the ad dollars will go to video in the future.”  Source: The Drum

 

Recommendation: Lighten the Load

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Research from Thunder Creative Management demonstrates that ads with a lower file load are likely to be viewed by more users.  Further, there is a cost for every 10kb of weight added to the file size above the base 10kb.  This is particularly important in the programmatic world because ads have to be designed to reach various media forms at the same time.  A clean simple message is the rule.  Source: Makethunder.com

Service Sector Healthiest in Two Years

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China’s healthy non-manufacturing sector gets even healthier with its third month of improvement.  It’s 54.7 is the highest since we have been watching the Index starting in January 2015 and comfortably above the 53.7 average over the last 13-months.  The number suggests that the non-manufacturing sector managers are experiencing gains the government has been promoting and that the economy’s conversion to the consumer side is on track.  Sources: Trading Economics; National Bureau of Statistics, China

Notable November

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On the surface, the growth of 13+ million smartphone subscribers for the month is a radical downturn verses the 12-month average increase of 21+ million. However, November saw the hand of government regulators weigh heavily on the results because of the deadline imposed for real-name registration. Many unverified subscribers where scrubbed from the rolls, which had a major impact on all three carriers. Next month will indicate to what degree the new rule will have an ongoing effect.  Source: China Mobile, China Unicon, China Telecom

Marketing Technology for 2017

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Cross-device marketing firmly established itself in 2016 and will continue to grow as mobile becomes more and more a factor in advertising

Coordinating between various media is difficult and that is likely to continue in the near-term future because there are no clear solutions on the horizon.  The issues are the pop-up ad for a product the customer already bought or the opposite, the missed opportunity to reach customer via another medium when he/she doesn’t buy.  To accurately indentify attribution and adjust automatically to make the ad spend more efficiently requires that data be managed at a level above the medium.

E-mail marketing will continue to prove its value as it becomes more sophisticated – an eMail triggered when a shopping cart is abandoned or based on website activity or based on a user’s past buying habits.

Finally, expect consolidation of advertising and marketing technologies as there are too many companies vying for customer attention.  Source: MarTech Today

Rubicon: Reallocate

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To back up their argument that programmatic buying is a proven ROI winner, Rubicon makes a recommendation that advertisers rework their ad spend allocations by reducing the spend in traditional media while applying those savings to programmatic buying.  The graph illustrates from where the 6% budget increase for programmatic should come.  Source: Rubicon

Retail Ad Spending Leads Pre-Holiday Advertising

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On this relative scale, consumer electronics advertising led the way in the October-November time frame and has been assigned the baseline number of 100.  Overall, an aggregate of retail ad spend was the leader followed by auto, then consumer packaged goods and finally, financial products.  A breakout by vertical by digital verses traditional media would have added more flavor to this chart – not available.  Source: AdWeek

Price Tick Up Again

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China’s Consumer Price Index has been above the 13-month average of 101.9 eight of those months.  In November it returned to the high point for the period, an indicator that there could be some price pressure on consumers to slow spending.  That being said, there has been no noticeable slowing in either consumer spending or consumer sentiment.  Sources: Trading Economics, National Bureau of Statistics, China

Programmatics Number One Problem: Ad Fraud

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During a conversation with Jeremy Hlavacek, The Weather Company VP of Global Automated Monetization, Econsultancy got him talking about what he considers the biggest challenge for programmatic advertising today.  He identified ad fraud and said it results from exchanges being too liberal about who they let in.

As to a solution, it was suggested that the programmatic industry has some growing up to do and that like TV and print media where third party verification through companies like Nielsen set a standard, programmatic needs to take ad fraud more seriously.  Source: econsultancy.com