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New technologies, artificial intelligence and automation processes are being included by brands, companies, and recently the media, who assure that automation will reduce their growth barriers. An analysis by Ooyala indicates that 180 media executives in 9 countries Buy UAE Cell Phone Number List and cities, including Mexico City, report that automation will help the media to business growth, greater business efficiency, as well as a lower burden job and greater satisfaction. In addition, the growing use of mobile devices requires the implementation of new processes, systems, hardware and software, as well as human capital with new knowledge and techniques.

Specifically, automation systems in the broadcast industry consist of the modification of supply chains, changes of dates in installations or program updates, cloud services. For 60 percent of media managers , automation represents a way to improve their income, and they are aware that they are “not at the forefront” in technological matters, that is, they recognize that their production business needs of proper logistics.

Likewise, automation in the broadcast industry allows the media to improve its analytical functionality to identify and quantify bottlenecks in its multimedia operation, it also represents a Phone Number List guarantee of optimal performance, that is, the speed with which it monetizes its programming. According to Ooyala , a correct automation in the media could reduce costs by 76 percent of labor, which would go from 150 to 600 thousand dollars per year , as well as a reduction of up to 85 percent of time to implement projects.

The relevance of social networks in current digital marketing strategies is no secret . Statista projections indicate that in Mexico alone there will be 61 million users of social networks this 2017 . However, an outstanding practice in recent years is to concentrate efforts on videos that are promoted on platforms. This year, about 72 percent of marketers and media UAE Phone Number List professionals plan to reallocate some of the resources devoted to television advertising to their digital video advertising strategies, according to a recent study by the Interactive Advertising Bureau (IAB). There is a big but in all this, the saturation of content that leads to ineffective videos when approaching the consumer, how to detect it? A useful tool in the face of this phenomenon are metrics, which help the broadcaster to know how effective the video released is to consumers.

Among them, five stand out to consider, in order to detect the impact on social networks: Number of views. The figure is basic to determine virality, for example. To count a view, social networks have different parameters; Facebook gives a view when you have been at least 3 seconds attentive to a video, the same as Twitter and Instagram. Periscope counts it immediately after hitting the stream or 3 seconds after autoplay. YouTube waits 30 seconds and Snapchat does it when the app is launched. Audience retention. This point determines the time that the consumer remains attentive to the content offered. According to Nielsen, 47 percent of the value of a video campaign comes from the first three seconds that Internet users view the content.

Shares. The number of shares indicates a high level of user engagement and the reach of the video. Giving it a share allows greater exposure of the content, which is only achieved when the video has really generated engagement with the public. Feedback. This resource measures Phone Number List feedback beyond the positive. Be attentive to the comments or the moment in which the consumer leaves the video, the negative point of the strategy and if it is necessary to reconsider it immediately. An example that stood out last year was that of Yoplait , whose content was removed after users on social networks re-fed the brand with comments regarding the perspective, for them wrong, of its strategy. Click Through Ratio (CTR). It is about the clicks on the site or destination that the brand has set, after watching the video. This is decisive if an action has been set to close the strategy.

Although it has generated many problems and although it is viewed more and more critically by those responsible for marketing and advertising, programmatic advertising is a very important part of the day to day advertising investment. It has been integrated in an unquestionable way, no matter how much its weaknesses are criticized, in the day-to-day Vietnam Mobile Database of online advertising and in what companies and brands do. Marketers are, however, very clear about the lights and shadows of this advertising format. They are aware that it allows them to achieve certain things, but also that it incorporates certain burdens. A recent study by Ascend2 that has collected opinions from both B2B and B2C marketers helps to see this.

Where do you think programmatic advertising is most efficient? Marketers are very clear that, what it works best for, is to reach the exact consumer they are looking for. Thus, 73% say that programmatic advertising is more effective for audience segmentation. Although the Brother Cell Phone List following points are positioned at a certain distance in percentages, the second most prominent value also goes in that direction. 41% of those surveyed point out that it is effective for targeting keywords. Behind these issues are retargeting (27%), contextual segmentation (26%), geo targeting (25%) and creative testing (22%). They also believe that it is very positive for increasing automation (20%).

In addition to visualizing where this format is especially positive and efficient, marketers also have a clear vision of where it provides concrete data. Asked about the metrics that most “significantly” measure the results of their programmatic advertising campaigns, respondents indicated that they do so by measuring the ROI of the campaign (61%). This system is accompanied by the ROAS (return on ad spend) for 38%, the CTC for 34, the CPC for 32 and the CTR for 24%. Less popular but also on the list is the VTC, view-thru conversion, which uses 15%. The main challenges of programmatic advertising Although these points appear on the benefits list and are among the good things marketers see, when you look at what challenges they see as prominent and most crucial in programmatic advertising, you see certain parallels with those points.

Thus, curiously and despite seeing it as one of the great benefits, segmentation is also seen as one of the great problems of programmatic advertising. 46% of those surveyed say that audience targeting is one of their main challenges when they do programmatic advertising and when they execute their strategy in that field. It is not the only problematic issue that marketers see in this type of advertising. They are also concerned about budget allocation (37%), personalization (32%), achieving ROI (30%), data quality (30%), and ad creativity (22%). More technical issues also appear on the list: 21% are concerned about program and channel management and 8% are concerned with artificial intelligence and machine learning.