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Grant le Riche is managing director of Canada for TubeMogul
A recent story by Jeff Fraser on MarketingMag.ca called “Canadian RTB mobile video volume up 185% in holiday season” had some compelling statistics on the rise of programmatic advertising in the mobile space.
Grant le Riche
It’s not hard to figure out why all this is happening. Mobile is where viewers are watching video and where Canadians are increasingly turning to shop. According to PwC, one in four online shoppers in Canada used a tablet to buy online in 2013 (up 20% year-over-year), and 87% used a smartphone or tablet to research products.
Together, all these statistics – and the fact mobile video ad prices are going up – tell a compelling story. The increase in mobile video ad prices is a recognition among advertisers of programmatic’s value in the space, and the increase in mobile shopping shows that the medium is an ideal vehicle for driving consumers to act after seeing an ad. It’s also a good reminder that everyone in this industry needs better measurement to track that behaviour.
As the convergence from TV to digital continues and second-screen viewership increases, marketers have already begun to establish common measurement metrics. Gross Rating Points, more commonly referred to as GRPs – TV’s traditional measurement tool – have already been transitioned to the digital world with new tools. Products in development like Nielsen Cross-Platform Campaign Ratings (XCR) are breaking new ground and measurement that captures activity on tablets and mobile phones will follow.
Marketers need a common standard by which to measure ROI across every facet of their ad buy. And the development of wearable tech and evolution of connected devices (homes, automobiles, etc.) only serves as a further catalyst in the creation of additional advertising opportunities.
Underlying all of this are two fundamental truths that require little elaboration: Video is the best brand-building medium, and programmatic buying is more effective than the traditional manual method. If programmatic, video, and mobile advertising continue to grow individually, their combined success will be greater than the sum of its parts.
