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The SMS: Seven Mobile Stories

by Camille Bishop | April 21, 2017

With Brand Safety in Focus, Digital Advertisers Are Quickly Shifting Toward Direct Programmatic

By Christopher Heine

Bots, fraud and particularly brand safety—given YouTube’s recent controversies—are among the reasons “programmatic advertising” has become a dirty term in some marketers’ minds. Yet, there appears to be an acceleration toward direct programmatic (or “premium” in the parlance of some industry players) that shows the marketplace may be adapting with more urgency than in the past.

Typically speaking, real-time bidding—an impressions-focused form of programmatic that can often lead to brands either appearing alongside questionable content or, worse, falling victim to ad fraud—is on the decline, eMarketer reported this week. The New York-based researcher said that in 2017, 44 percent of all programmatic advertising will be purchased via real-time bidding, or RTB, while programmatic direct will represent 56 percent of programmatic display spending. It’s the third year in a row that programmatic direct will make gains on RTB, per eMarketer; for instance, its 2016 estimates declared a 53 percent (direct)-to-47 percent (RTB) split. More specifically, for 2017, eMarketer said, 74.5 percent ($24.25 billion) of domestic digital display ads will run via private marketplaces and programmatic direct setups. These kinds of systems usually offer higher-quality placements and should avert ad-buying problems, and it sounds like they are growing in popularity by the day.

In Data We Trust: Mobile Video Analytics and Quality of Experience

By Indranil Chatterjee

Guess how many movies are available online? More than 30,000! That’s only from the likes of Netflix, Amazon, and Hulu. How many YouTube videos? Hundreds of millions. It is estimated that 300,000 hours worth of videos are uploaded online every minute. You, quite literally, get the picture – consumption of online video is going through the roof. More precisely, it is going through mobile networks.

According to Cisco, in 2016, mobile video streaming traffic accounted for 60 percent of total mobile data traffic on operator networks. In a few years, it will reach 80 percent. From cute pets to the latest blockbuster, subscribers can’t get enough of watching their favorite videos on their handsets. This explosion of mobile streaming video is stretching networks to breaking point.

Is an Omni-Channel Approach Key to Telecom’s Survival?

By Annette Taber

Change can be good or bad. It really depends on your attitude and assessment skills. When it comes to business, positive change is often the end result of experimentation, continual measurement and evaluation — as well as the ability to pick the right path forward.

In the telecom and IT industry, the speed of that transformation cycle continues to escalate. Technological advances and business model improvements have become a constant. Of course, the challenges of managing it all, while keeping a steady focus on customers and end users, are rising just as quickly. Some companies will be able to keep up with all these transitions — and many won’t.

That’s the reality telecom agents, resellers and IT service providers face today. Change must be embraced for their businesses to remain viable and, more importantly, for them to move forward.

There’s great news for telecom and IT services companies. Their core competencies translate well between business models. Sales and customer service are tantamount to success, regardless of their portfolio. Firms that can connect the dots between technology and their customers’ business needs will have the best chance of surviving and thriving in such a dynamic environment.

Robocall Scams Are Costing Us Billions — And Millennials Are A Prime Target

By Nicole Spector

We may be getting more technologically advanced every day, but we still haven’t outgrown (or outsmarted) the age-old nuisance of robocalls. In fact, robocalling is more rampant than ever — and scamming Americans out of billions.

A new study by Truecaller found that in 2016 roughly 22.1 million Americans lost a total of $9.5 billion in robocall scams — far more than in 2015 — with the average loss per person at roughly $430. In 2015, 27 million people reported scams to Truecaller, and though the number of reports was higher than in 2016, the average loss was much lower, at about $274, said Tom Hsieh, VP of growth and partnerships at Truecaller.

Additionally, Hiya, an app that provides caller ID and spam protection services, recorded a 130 percent growth in fraudulent robocalls since 2015.

Truecaller determined that millennials are now “the most targeted group,” noted Hsieh, adding that of persons aged 18-34, men reported far more scam incidents than women (33 percent of millennial men versus 11 percent of millennial women).

Hsieh and his team were surprised to see millennials falling for robocall scams. Traditionally, it’s thought that elderly people — attached to their landlines and less prone to doing research online — were the prime targets.

Google Display Ads Get Smarter

By Laurie Sullivan

Google is using machine learning to make its display ad network smarter. It now can automatically target and bid on specific advertising units on publisher sites, pulling from pre-existing copy and content that advertisers pre-set to use.

The Smart display tool gives marketers a way to personalize ads served to consumers, based on machine-learning technology and the data Google collects across its network of sites, such as searches and clicks, to improve the relevancy of the ad served.

Although Google does not specifically point to using data from entries in calendars or keywords in Google Home and Gmail, the platform learns from online and offline behaviors. They could also include travel, by pulling data from Google Maps for each user signed into the network on their mobile device.

For Smart display campaigns, advertisers add pre-set headlines, descriptions, logos and images to create responsive text, display and native ads, so the platform can pull the ads and display them in real time. The system determines the likelihood of the conversion based on the predetermined price for the bid and target CPAs, for each auction.

Why AI Is Your Brand’s Rapid Response System

By Nielsen

Talk about big data overload. Over the next minute, there will be 204 million emails sent, 31 million Facebook messages exchanged, 21 million mobile interactions and 2.4 million Google searches. There’s marketing gold in there… if you have the tools to locate it. That’s why brands are turning to AI to extract intelligence and create relevant customer experiences.

Our new report “Marketing at Future Speed” explains how AI is used to turn marketing data into actionable insights based on real-time changes in people’s behavior. It details how brands are using the technology to instantly react to shifts in media consumption, movement in the path to purchase, audience composition and new market dynamics across buying and engagement channels.

B2B Marketers’ Love-Hate Relationship With Marketing Technology [Infographic]

By Ayaz Nanji

Although learning and using new technologies has become an essential part of B2B marketers’ jobs, most would rather be focused on traditional undertakings, such as developing new campaigns, according to recent research from Leadspace.

The report was based on data from a survey conducted by the Martech Industry Council, a group of 32 senior B2B marketing leaders.

The 270+ B2B firms surveyed use 16 different marketing technologies, on average. Only 3% of marketers say the various marketing technologies they use are easy to integrate with.

B2B marketers say the things they like doing most at work are developing new campaigns (77% of respondents say so) and creating new marketing programs (70%).

The things B2B marketers like doing least are managing data (90%), developing/executing campaign flows (84%), and learning/using new marketing technologies (80%).

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