(Source: TOPick) 戶外廣告牌夠巨型易吸睛，但內容都是預早準備。Amnet HK總經理盧家樑表示，外國已有戶外廣告牌配合感應器，在人流多時才播廣告，令廣告宣傳更具效益。 隨著程序化廣告（programmatic advertising）普及，廣告客戶希望每一分一毫也可得到最大回報。Oath香港及東南亞印度日本地區董事總經理陳啟滔表示，戶外廣告在香港也可配合大數據分析，實現一定程度的程序化廣告模式。如透過網上數據得悉某餐廳客戶的優惠喜好後，可即時調整優惠並顯示於餐廳廣告屏上。盧家樑表示，調研公司eMarketer早前公佈的調查顯示，逾460億美元會投放於美國的程序化廣告上。 Oath香港昨推出Oath Ad Platforms綜合式廣告平台，結合 BrightRoll、ONE by AOL、Yahoo Gemini的各項技術，讓廣告商有更多選擇。(梁巧恩攝) 由於廣告模式不斷變化，廣告商更重視準確性，近期多國跨國網上平台也推出新服務，如Oath香港昨宣報推出Oath Ad Platforms綜合式廣告平台。海洋公園市場總監楊樂詩表示，

(Source: Marketing Magazine) ‘Artificial Intelligence Will Spark A Real Marketing Renaissance’, a new report from Forrester, calls on CMOs to embrace the technology early. Vice president and principal analyst at Forrester Thomas Husson is advising marketers to foster a relationship with AI now, in anticipation of an industry overhaul. According to the report, since AI-powered marketing will bring a new age of “hyperpersonalised” experiences at scale, brands should be revising

(Source: The DRUM) The success of automated media buying is spearheaded by a necessary move towards a better marketing future. The programmatic industry has already witnessed a major shift, as mobile has come to dominate browsing habits and the lines between brand information and consumer continue to blur. In its infancy, programmatic was used for monetising long-tail display inventory. Having turned 10 in 2017, the technology is now in its adolescence, changing the face of m

(Source: Mobile Marketer) Brief: Oath, Verizon's mobile and digital content unit, introduced two extended reality ad formats at Cannes Lions on Monday: 3D and programmatic virtual reality (VR) ads, according to a press release shared with Mobile Marketer. The 3D ads let users explore objects from any angle and help them make more informed decisions about product purchases. LG, Three, Chevrolet and Peugeot are the brands already using the new ads in their marketing, per the re

(Source: Double-Click Advertising Blog) We are excited to announce that audio ads are now available to all DoubleClick Bid Manager customers globally. As one of the most immersive and accessible mediums, audio offers exciting new terrain for brands to reach an engaged audience. It’s estimated that in 2018 1.2B people will use music streaming services globally1. Bid Manager now offers you the tools you need to reach this massive audience across a number of the most popular

(Source: DIGIDAY) The line between programmatic and other types of advertising has blurred to the point that The New York Times has erased the one between its programmatic and direct sales teams. The New York Times quietly folded its programmatic sales team into its overall sales organization in December as part of a broader, publicly announced reorganization, a company spokesperson confirmed. The Times had originally formed its programmatic sales team in April 2013 and inten

(Sources: THE DRUM) Google has run a test, alongside Boston Consulting Group and Nielsen, to try to ascertain how much more efficient it is to run campaigns through a consolidated Programmatic Guarantee system, versus a siloed open market and direct route. According to the research, the campaigns drove 11% more in reach efficiency, meaning the campaigns reached 11% more unique customers by using Programmatic Guaranteed. The research looked at 10 campaigns by large advertisers