The Top Ten Programmatic Advertisers

Programmatic advertising comes in many flavors.

A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the levers.

How each advertiser approaches the discipline depends on its unique needs and resources.

While there's no single winning formula, the programmatic mavens out there do embody a handful of constants: An embrace of data-driven marketing, an understanding of how to work with a vast partner ecosystem and quality oversight.

The ten brands listed below are the best programmatic marketers today.

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eMarketer Releases New Snapchat Usage Numbers

Much of Snapchat’s growth is being driven by older Americans. This year, 6.4% of Snapchat’s users will be between 45 and 54, up from the 4.2% previously projected. In fact, projections for users all ages 45 and older have been adjusted upward. Meanwhile, projections for users 24 and younger have decreased slightly, as competition from rival Instagram heats up.

Content Advertising Projected To Be $50 Billion Market By 2021

Content advertising is projected to grow into a $50 billion market by 2021 -- up from $12.8 billion in 2016, according to projections from Polar, a content marketing platform for publishers. That’s a growth rate of 32% year-over-year, and more than 2x the growth rate of digital advertising as a whole.

Polar described content advertising as the amount of digital ad dollars spent by brands on content programs. Further, it said that content will comprise 14% of all digital based on the estimates. Polar estimated that the global ad market will grow from $590 billion this year to $775 billion in 2021, at a rate of 7% year-over-year growth. Digital advertising is expected to be 48% of the market, while mobile represents 78% of that total.

With a complex and ever-changing advertising ecosystem, Polar offered suggestions as to how marketers might allocate their digital dollars to implement content advertising programs:

For Native Advertising, 2017 Looks Like a Year of Clarity Two categories will emerge

Native advertising has been a broad and somewhat murky category—encompassing everything from advertorials to bespoke, custom units to content recommendation widgets and rewarded video ads that typically run inside mobile games—but 2017 will be the year that some clarity emerges, with the broad classification breaking down into two distinct types: programmatic and nonprogrammatic.

“A number of factors have driven interest in native, despite lingering confusion around the term,” said eMarketer analyst Lauren Fisher. Among the drivers: “The successes of in-feed platforms like Facebook, concerns about ad blocking and the growing acknowledgement that desktop-driven formats like banners just don’t cut it on mobile.” 

Five Things You Don't Know About Influencer Marketing

Experts share tips on getting primo results

As influencer marketing evolves from a buzzed-about effort to a proven technique, marketers need to take stock of what they know is effective. Here are five important changes coming up in 2017, and experts' advice about what to do about them.

Micro and 'Middle' Influencers Are Gaining Ground

Celebrity endorsements may work for Super Bowl commercials, but some brands are seeing more success with micro-influencers that have up to 10,000 followers and "middle" influencers with up to 250,000 followers.

"Working with celebrities has become significantly less effective" said Gil Eyal, founder of influencer marketing platform HYPR Brands. "Their engagement rates are typically lower than similar influencers with a smaller audience."

Why? "Consumers can see right through it. A post from a person with millions of followers about a brand they've never talked about before seems disingenuous," said Mallorie Rosenbluth, head of social media at food delivery service GrubHub.

No. 3 Instagram Is Becoming Influencers' Preferred Channel

YouTube has long reigned as a go-to channel for influencer content, but Instagram is catching up quickly. In a November 2016 survey, influencer marketing-automation firm TapInfluence asked 268 US influencers, with an average reach of 259,000, which social platform had the most potential for growth with regard to influencer marketing. Instagram emerged as the clear winner.

Brands share that sentiment.

"Instagram is huge for us because of the rich data and because you really get to know the influencers," Delilah Nuval, marketing manager at H2O+ Beauty, said.

- See more at: https://www.emarketer.com/Article/Five-Things-You-Dont-Know-About-Influencer-Marketing/1015059?ecid=NL1001#sthash.yQhlqXty.dpuf

Taking Video Ad Targeting Beyond Demographics, Executives Say Demographic Targeting Not as Effective as Other Methods

Demographic targeting (using consumers’ age and gender to make media decisions) continues to be used widely, but advertisers are raising questions about its effectiveness. 

The Great Header Bidding Shake-Up Has Begun

Header bidding is changing the industry and creating a new set of winners and losers.

After a dismal earnings call, Rubicon Project’s stock fell 32% and lost $200 million in value Wednesday.

Social Influencers Say It's Really Not Just About the Money

Sponsor's values are a key consideration for many

When considering teaming up with a brand, social influencers say they consider a variety of factors, but mainly they just want to be sure the brand’s values line up with their own