Tuesday, 24 September 2013

Innovation on Display Advertising

In Display Advertising when we talk about innovation, workflow can go in one of these ways:

- Publisher. The one that innovates with new formats. We are seeing this everyday, specially in american websites. More now with the irruption of native advertising (call it as you want) and also HTML5 formats. I´ve already written about MSN update on their formats, also I like very much what The Guardian is doing.

- Third party tech providers, adservers,  video platforms, etc. There are lots of gallery showcases where you can find hundreds of formats, examples, templates, etc.

- On third place: Innovation can come from creative agencies for the launch of their campaigns. Mostly related to interaction possibilities, irruption of Social Media combined with Display Ads, gamification of Ads. Some of this rarely seen, probably due to their high cost or due to the fact that this campaigns make things really out of the standard

- Fourth: Probably the most important: Innovation coming from organizations such as iab. In example we' ve seen contests on iab us,  iab uk. Also rising stars formats,  standarization of Vast and Vpaid. They are really playing hard at innovation. For example there are some formats winners of a contest and later standarized, see Cascade format for iab uk contest. Then we see the adaptation of the concept to differente formats (they way this format expands in panels is now seen also in a 300x250 ie).

So this is about actors. We can also talk about features.  tech and creative mainly: Dynamic Creative Optimization (DCO) and Video formats seem to be in advance. There are also BrandDays always innovating, probably more seen due to their visibility at Home sites.

The question: What´s the trend now?
1- Video
2- DCO
3- MultiScreen
4- inApp
5- HTML5
6- Native Advertising
7- Personalization
8- Virality
9 - Mobile/Tablet 
10- RTB

No I wouldn´t say viewability is a trend right now, maybe it´s coming!

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