News You Can Use: Transparency Remains A Major Concern For Programmatic Buyers
Each and every week Unruly hunts for the biggest headlines in advertising and marketing, and then brings them all together in this handy list so you can stay up to date with everything happening across the industry.
This week YouGov Australia released research proving the impact of CSR policies for APAC brands, while a recent survey suggests transparency is still a major issue for programmatic ad buyers.
Elsewhere, Unruly welcomed Paul Gubbins as its new UK Programmatic Lead and in Las Vegas the tech industry gathered for an eventful CES – complete with rain and a major power outage!
5. Paul Gubbins joins Unruly as UK Programmatic Lead
This week Unruly announced it hired Paul Gubbins as its UK Programmatic Lead. Gubbins, who has over 17 years of experience at publishers and ad tech vendors, will be responsible for driving awareness of Unruly’s programmatic product set across the UK market and developing relationships with key premium publishers, demand-side platforms and agency trading desks.
4. Smart TVs, artificial intelligence and virtual reality lead conversations at CES 2018
This week the world’s largest tech brands descended on Las Vegas for four days of press conferences, stands and product demos. There were more announcements, headsets, concept cars and AR devices than you could shake a stick at, with big players like HTC, Nokia, Google and Panasonic making waves – so check out this round-up from Wired to see the biggest developments.
3. 62% of APAC consumers will recommend charitable brands to friends and family
A survey released by YouGov Australia has shown that 62% of APAC consumers would be more likely to recommend a brand to their friends and family if it gave a small portion of its profits to charity. The survey also suggested that, in the wider CSR context, Australians care the most about business ethics in the region – with 87% of Aussies agreeing that businesses have a responsibility to do social good.
2. China’s digital video revenue grows 30% and reaches £1.36bn
Digital video is growing rapidly globally, with the latest statistics proving that the format is seeing a boom in China, where video ad revenue grew 30% y-o-y and reached £1.36bn in Q3 of 2017. iResearchChina, who conducted the research, also noted that outstream formats were accounting for a large proportion of this, as instream growth slowed.
1. 79% of programmatic ad buyers are concerned with transparency
New research from agency TRUTH says 79% of programmatic ad buyers are worried about levels of transparency in their supply chain, while only 14% strongly agree they have a good understanding of the proportion of their budget that makes it to the consumer.
Moreover, 36% of survey respondents also cited ‘medium’ or ‘quite low’ levels of trust in their digital media agencies, while 49% said a lack of consistent metrics and measurement as one of their biggest concerns.
