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It accompanies us unconsciously through language and it is something that our interlocutor interprets naturally. Thus, the same expression can change its meaning depending on where it is said and how. In fact, the dictionary of the RAE indicates that the context is the linguistic environment on which the meaning of a certain word, phrase or fragment Honduras Mobile Database depends. However, this reality of our language that we manage easily is extraordinarily complex when it is transferred to the digital advertising environment. Because an impression, with a stimulating message, can be greatly affected by the context as well as by the feeling or tone of the content next to which it appears and alter the perception of consumers. And not only the ads themselves, but also the image of a brand.

The context in which an ad is displayed affects its relevance as this will depend on the content it appears next to. And this concept is something that has broken into the industry recently because of the power that context has in effectively targeting the audience. Efficiency that also exists when Brother Cell Phone List brands can target a user based on the type of content they are consuming on the page. Not to mention that it is an alternative for the segmentation of audiences in a world without cookies. In this sense, a recent study carried out in Spain on the question of context provides light. In fact, its IAS title : The Power of Context speaks for itself. His first contribution is that he broadens the view of marketing specialists in their approach to optimizing digital campaigns. In this sense, they are encouraged to have a 360-degree vision in the implementation of the appropriate verification technology that guarantees not only brand safety , but also brand suitability . And what characteristics must such technology have to be effective? It must be contextual and sophisticated so that, using machine learning and natural language processing, be able to properly analyze and determine both the context of the content next to which the digital ads are inserted and the feelings and emotions to be transmitted, in order to improve the segmentation of the campaigns.

This technological development is in absolute accordance with what the majority of Spanish consumers demand. Since 75% of them consider it important that impressions appear alongside relevant content. And 81% say that their perception of a digital ad is influenced by the content around it on a page. At the same time, 70% value seeing ads that are related to the topics or articles they consume online . Along with all the above, contextually relevant ads are more popular and achieve greater recall capacity for more than eight out of ten consumers (81%). In this sense, receptivity to an advertisement or brand, as well as favorability – how favorable consumers find a brand in a given environment – and memorability or the ease of remembering an advertisement, increase significantly when it is relevant to the content. next to the one that appears. In fact, for 82% of Spaniards, relevant ads create a more favorable opinion of the brand.

At the same time, it is observed that the sentiment conveyed by an article, which could be positive, neutral or negative, is valued as important by almost eight out of ten consumers (79%) and that it influences their opinion of brands that are advertised. In addition, consumers are more receptive to the ads inserted next to content with positive or neutral headlines, which also find them easier to remember and associate with a brand. In line with the above, it is noted that 67% of consumers are more favorable towards brands that insert ads near content with positive sentiment. And on the other hand, 59% are more receptive to ads that appear alongside content of this type.

The last week served to reveal not a few data on economic growth and the complicated situation in which the coronavirus crisis is leaving the economies of many countries. The fear of the recession, the economic crisis and its effects Guatemala Mobile Database have been planning for months, frightening the public, worrying companies and brands and taking over the governments’ agenda. But, despite the fact that things are far from being positive, for the big names on the internet it could almost be said that everything is rosy. The tech giants may wonder what crisis it is that everyone seems to be talking about. Their accounts are going from strength to strength. And in this highly positive and optimistic situation, digital advertising is the key to its good news and its good numbers. All the major companies in the industry have presented their financial results in recent days and the numbers are highly positive. They all grow up and they all have staggering incomes.

The data has no exceptions. Alphabet, the corporate name of Google, just presented record numbers, driven by spending on online advertising and, especially, by the good performance of YouTube. As they point out in The Wall Street Journal, analyzing their numbers, there are even Brother Cell Phone List those who read Google’s figures as a kind of oracle of what will happen when the economy reopens to normal, a prodigious rebound. Google’s revenue was $ 55.31 billion in the first quarter of the year, with a growth of 34% compared to the same period last year (when, on the other hand, Google also suffered the blow of the pandemic). If revenue growth is impressive, earnings growth outpaces it. Alphabet’s profits were up 162%: they were $ 18 billion. Something similar has happened with Facebook. Facebook also beat analysts’ expectations in revenue forecasts for the quarter, with revenue growth 48% with which it closed the quarter.

The Google jackpot was linked to the increase in digital advertising during the period. Facebook also responds to the boom in the prices of its ads: this last quarter it served 12% more ads than in the same period last year and it has made it 30% more expensive. Facebook’s profits grew 94% to $ 9.5 billion. Its income was 26.170 million dollars. Even smaller players in the advertising market benefited from the surge of growth. Amazon, the company that is turning the duopoly into a tripolio , has grown remarkably in revenue from online advertising. Its ad sales rose 77%, reaching $ 6.91 billion. Advertising revenue grew more than sales (which rose 44% to $ 52.9 billion) and than they did in the Christmas period (64%). Advertisers continue to reward their targeting capabilities and market dominance.

Every minute, Amazon makes just over $ 837, Apple 691, Alphabet 426, Microsoft $ 321 and Facebook $ 201, according to CNBC Make It accounts . These estimates take into account all sources of income for these companies, but clearly demonstrate their strength and dominance in the market. The numbers thus show that these giants are somewhat immune to the crisis situation and have a position of high strength. Things are going for them, however you look at it, quite well, at least until the public administrations do not act on their suspicions about positions of supposed monopoly. But that will be another problem.

The advertising crises of a few years ago related to programmatic advertising and what was happening with certain content channels put on the table the importance of using secure services. The major programmatic environments, the web giants, were quick to create tools and reassure advertisers. The latter did not want their ads to appear next to toxic content, as had been happening, and they were looking for certainties that the messages would only appear in safe spaces. Even so, and due to Greece Mobile Database the many protection measures that these platforms have put in place, since then different crises and different scandals have occurred related to where the ads were served and how. This has reinforced the interest in safe spaces: the media, especially those of reference, have established their image of safe advertising space. 

However, its potential is not only in terms of security, since advertisers know that their messages will not be sneaked in with highly toxic content, but also in terms of brand image. Premium media have an impact on Brother Cell Phone List the perception of the brand, the memory of the campaign and even the purchase intention. The latest study on this issue has been conducted in Australia and has shown that premium environments enhance brand recall and that the context in which ads are served matters. In general, the researchers determined that premium spaces are able to double the brand recall and the momentum generated by the ad, compared to what the campaigns served in the environments of programmatic advertising achieve.

The specific and disaggregated data from the study reinforces this potential of premium media compared to the general environments of online advertising and the giants of programmatic. Thus, the study indicates that the spontaneous recall of the brand that is advertised is 2.4 times higher and the boost given to the brand is 1.6 times higher. Even the environment improves the data for those who buy little advertising space and are not always present in consumer advertising environments. Positioning yourself in a premium environment on display and short videos leads to a three-fold increase in brand recall compared to what happens when advertising is done on non-premium sites (here, so to speak, the study puts the ‘common’ websites) .

In video, ads in premium spaces win even on Facebook, if you compare data, eliminating the use of first-party data to segment ads from the equation. The memory is 1.8 times higher. Why is this happening? The key is in the halo effect , which leads to the channel in which the ads are served spreading properties to the advertising. A study from a few months ago already indicated that the medium in which the ads were served changed the perception of advertising brands in terms of trust and even engagement. A reliable and premium medium increased confidence and made those products more likely to be tried.

Signal’s latest social media campaign had it all to go viral. The messaging app – which uses the idea of ​​privacy as a great lever to position itself in the market – planned an Instagram campaign. Of course, the campaign was aimed at privacy issues and sought to denounce the truth that they Ghana Mobile Database see in the market. “Companies like Facebook are not building technology for you, they are building technology for your data,” they explain in the post on their corporate blog in which they present the campaign. They know that it is not a secret, but they also believe that understanding it is difficult. “It is already possible to capture fragments of these truths in the advertisements you see,” they point out, before noting that “we wanted to use those same tools directly to highlight how most of the technology works.”

The company developed ads based on data that can be segmented into online advertising that Facebook sells. For example, that you are a K-pop fan and chemical engineer living in Berlin who just had a baby or that you are a Leo, a faculty member and a fan of comedy. The ads are simple and powerful and were to be launched on Instagram. Signal created the Brother Cell Phone List campaign, but it did not come to light. Facebook banned the company’s advertising account. The advertising campaign was too honest and too transparent. Facebook has not given statements to the US media about its decision and the reasons why it banned the account and did not allow the ads to go ahead. Failure to do so – as well as outright banning the campaign – is a mismanagement of the situation. The Signal campaign is becoming much more viral than it might have been in its origin and everything it is generating is making the issue of privacy and the role that Facebook and its properties (WhatsApp or Instagram) have become in news.

Streaming vampirized television and took hours and hours of content viewing. It first captured the youngest consumers and then did so in an intergenerational way. Viewers liked being able to consume content on demand and, above all, not having to ‘suffer’ the very long and monotonous Germany Mobile Database advertising breaks to which television had accustomed them. However, the VoD boom quickly ran into a problem. Consumers began to be fed up with subscriptions, because they were accumulating subscription after subscription and the things they had to pay were escalating and escalating. Subscription fatigue prompted another model to emerge, the AVoD. 

It is a streaming with ads – as it happens with video platforms like YouTube – in which consumers either pay lower figures or do not pay directly for the content. For advertisers, the appearance of AVoD has been great news, since the drop in television audiences on the one hand and the boom of ad-free streaming on the other had left them without an audience for their ads. Streaming with advertising gave them an audience that was eager for that service and that would accept the advertising for not paying more to watch content.

But are the ads on this new service really working well? Has the AVoD inherited the same problems from TV? In Spain, AVoD options are still quite limited. There are the freemium online options of television networks and emerging streaming services with ads. Pluto TV has been on the Brother Cell Phone List market for a few months , although its pull is still very limited. A new option, Rakuten TV, has also been launched , but with an even smaller scope. Even so, analyzing what happens outside of Spain can help to understand what these platforms should not do and where streaming advertising fails.

From the outset, advertisers are very interested in the format and studies advance that investment is going to grow significantly. To continue, what they are doing right now is not exactly the best. The United States market already has several free or low-cost streaming options, supported by advertising. This industry is much more developed than on this side of the Atlantic. Their services have background series that are popular and have a lot of traction, but they are also creating their own series and new content with hook and that attract audiences.

Should the news appear without advertising? Are there topics that should be somehow banned for ad monetization? The idea may seem a bit strange, since except in some public media advertising is omnipresent, but it is something that consumers are beginning to see as clearer in the environment Georgia Mobile Database of digital advertising. Advertisers have already done it accidentally. The inclusion of keywords linked to the news topics of the moment (for example, it happened with the keywords linked to the coronavirus) made the news on those topics non-monetizable. Advertisers did not want to appear on them and blocked them by default, leading the media to lose a lot of money. Perhaps, and without knowing it, they were responding to the wishes of consumers.

That is what can be concluded by reading the data from the British 2021 TAG / BSI UK Brand Safety Survey , collected by The Drum . Consumers believe that there are some themes that should never carry advertising and promise to even stop consuming the products that appear in them. True, for Brother Cell Phone List now, the highest rejection rates are linked to misinformation and fake news, but consumers are also beginning to see that ads have no place in other legitimate news. Thus, 85% of consumers recognize that they would boycott any brand that advertises itself next to content that defends conspiracies about covid, 89% in hate speech, 92% in malware and 89% in illegal content.

Also, 37% consider that news about violent protests and riots should not carry advertisements and 33% that advertising should not appear in which they speak of deaths and tragedies linked to covid-19. In general, the consumers that the ads have a place in all types of content are quite few. Only 36% believe that brands can advertise on any type of content. 72% say that companies should work to ensure that their ads do not appear in content that is dangerous, offensive or inappropriate. What it means for media and brands Why is this a problem? The reason this is problematic for the media is pretty clear. They live on advertising revenue, no matter how much subscription models are on the rise and no matter how more and more online media are activating paywalls.

Most continue to monetize content for ads and consumers are also increasingly fed up with paying for subscriptions. Subscription fatigue is a fact. If they can’t get ads, the media will have a serious and serious problem. For advertisers, the problems are of a different nature, but just as complex. On the one hand, there is the question of which traditional spaces to launch ads have been closed. This is what happens, for example, with TV. It is not that television has ceased to exist, but rather that streaming has eaten ground. That leads to a drop in audiences and a non-‘recoverable’ one, because VoD platforms are ad-free. Added to this, on the other hand, ads that appear in reference media and with high-quality brand values ​​have a halo effect on advertising. Consumers see the brand and its ads better when they appear in value settings. Those environments are the reference news media.

Contextual advertising was one of the great elements of the beginning of the network, when consumers accessed content from their desktops and when Internet connections were not what they are now. Over the years, online advertising became more sophisticated. The time has come for the personalization of the ads and also for the boom of constant France Mobile Database browsing. Smartphones crept into our lives and took over our time, accompanying us at all times. The ads were adjusted to this new channel and to these new patterns of life. They did so at least until new pro-privacy measures – especially the death of cookies – changed the debate and forced advertisers to rethink what they were doing. The old contextual advertising once again became a potential ally to reach consumers, also doing so without privacy limitations impacting on how ads are served and how they fit the market they want to reach.

What’s interesting is, moreover, that contextual advertising does not have to return as it was 20 or 15 years ago. Not only has the format evolved – the major media that have worked on it have already been pointing out that what they offer is a new and higher quality format – but it can also fit into the new media. Contextual advertising can also be a great asset in digital Brother Cell Phone List marketing and mobile advertising. That is what marketers themselves believe and what they are betting on for the immediate future. A study by Advertiser Perceptions indicates that 70% of mobile advertisers believe that context is going to become more important. Mobile advertising will increase investment in content environments where context cues are clear. That is, the immediate future will go through betting on niche publications / channels that allow reaching very specific audiences.

What will those winning audiences be? The large environments that will increase in investment are gaming (in which 53% of advertisers plan to increase spending) and programs for children (51% will do so). They are also categories that will experience overwhelming growth. In the last six months of 2020, only 36% of advertisers were spending on vertical gaming content and only 15% on children’s programming. After these channels, it will be some of the classics that will take the growth of investment. 43% will do so in lifestyles and 48% in entertainment. All these verticals are, in addition, contents that have been ‘blessed’ by the changes in habits during the coronavirus crisis. Internet users devote more attention and time to them, which makes them the ones that now arouse the most interest for advertisers.

The statistics make it clear: Internet advertisers’ favorite format for video advertising. Videos have become fashionable, have become successful content and have positioned themselves as the universe in which brands want to put their dollars for online marketing and advertising. But how long Finland Mobile Database does a video take to work? The truth is that, no matter how much the videos have and no matter how much marketers see them as an upward element to connect with audiences, the margin of maneuver available to get them to reach the audience is very short. That is, the window to succeed with them is very small. The data from a QuickFrame study collected by The Drum indicates this and the fact that we are increasingly surrounded by online videos does not help to make things easier.

The study’s findings indicate that marketers have a limited opportunity to make videos stick, before consumers are saturated and conversion drops. The first days are key: on Instagram or Facebook, if users do not see the video ad in the first 5 days after its launch, the video will not work. Viewings are concentrated in those first five days, which are the Brother Cell Phone List ones with the highest moment of success. After that window, the reception is falling. Starting on the 8th, the video enters a kind of purgatory. Only 1.5% of users see it in its entirety and 64% quit after watching a quarter of the video. But it’s not just about whether or not consumers see it, but also how they react to the content. Conversion occurs during the first 14 days: after two weeks, conversion costs skyrocket and CPA rises 18%.

One of the easiest ways to see how this works is with specific cases. If the ad seeks to convince the user to download an app, it only really works in the first three days. After the first three days of the campaign, the facilities drop and the cost of the campaign rises. Things are not going to get better in the immediate future. With 82% of all global consumer traffic expected to be video by 2022, saturation will be on the rise. If you add to that the fact that marketers see online video as a kind of goose that lays golden eggs, all this is better understood.

A study from last year that was also recovered in The Drum pointed out that 70% of marketers claimed that the return of videos is higher than that of Google Ads and 61% that video is a “very important” part or “extremely important” in your marketing strategy. The problem is not only in the success of the video and in the expectations that marketers have linked to its impact on the audience. It is also closely connected to the general perception that consumers have of advertising. Internet users are tired of so many advertisements and directly they no longer see them on many occasions. Banners suffer from the effect of so-called “banner blindness”, but videos could follow a similar direction.

IAB Spain, the advertising, marketing and digital communication association in Spain, announces that it is going to develop TCPF (Transparency, Consent and Privacy Framework), its proposal to offer a valuable solution to the digital advertising industry. TCPF will allow the segmentation Estonia Mobile Database of unregistered traffic, ensuring that the digital advertising ecosystem maintains its ability to generate high-value results in a scenario without third-party cookies. TCPF is an independent ad industry solution created by and for the actors of the advertising ecosystem, regardless of their size, which will be available throughout the third quarter of 2021.

The TCPF has been conceived by Innotech , a technical working group created and led by the Board of Directors of IAB Spain. Innotech is made up of renowned industry professionals: Manuel Merino, COO of Rich Audience; Salvatore Cóspito, CDTO of Datmean; Xavi Garrido, Audience & Programmatic Director of Prisa Brand Solutions; Agustin Pérez, CEO & Founder of Sibbo Ventures and Mikel Lekaroz, CEO Adbibo / Next14 and Member of the Board of IAB Spain. The group has worked over the last year to define this solution that is being presented to the market today and which has already achieved broad consensus in the industry forums and associations where it has been presented.

The TCPF, based on the IAB EU Transparency and Consent Framework (TCF), generates a pseudonymous identifier in a central domain to which the unauthenticated user is redirected after giving their consent in the Consent Management Platform (CMP) of the local domain, for which strictly complies with the General Data Protection Regulation (RGPD). The Innotech group is already working with the Data Brother Cell Phone List Protection Officers (DPOs) of several companies associated with IAB Spain, to agree on the flow of users and the purposes that will be used to generate the identifier. From IAB Spain and Innotech it is certain that the TCPF is a necessary solution since it brings advantages to the ecosystem such as:

F asy integration : The consent of the user is managed by registered CMPs in the TCF, allowing rapid deployment under the consent management tool most commonly used in Europe.
Available to any actor in the ecosystem , regardless of their size.
Responds to unauthenticated traffic : The tool does not require users’ personal data (PII), which will allow the development of advertising operations without the need for prior registrations, reaching 100% of the consented traffic. An extra layer of privacy : The creation of a common domain offers the user the possibility of managing their privacy. The management of their privacy will be accessible by the user at all times and will enable the option, among others, to renew or revoke their privacy settings. I ni ciative by and for the industry : The elimination of third-party cookies will mean very important changes in the digital industry and a great impact on the viability of most companies in the digital advertising ecosystem. That is why IAB Spain, in its role of defending the interests of all the actors in this ecosystem, has developed this initiative from an open industry approach and support for its development. IAB Spain is working with other industry associations to reach the necessary agreements to ensure the optimal implementation and development of TCPF both in our country and in the European Union, being able to serve as a basis for its development even worldwide.

Of the big technology companies, Apple had remained the one that was not yet making money with online advertising. The essence of the business model of Google or Facebook has always been based on the revenue generated by ads. Amazon’s wasn’t at first, but advertising is a growing source of revenue for the company. Apple’s latest moves, however, are El-Salvador Mobile Database positioning it to try to capture more revenue via advertising. Apple has opened more spaces for advertising in its App Store. At the moment, everything is still very limited and it seems more tentative than a real hit of the deck to get the advertising revenue. Even so, it must be borne in mind that something has to be started and that the potential is not so much in what may happen right now as in what it may assume in sight.

The first reaction from advertisers is not being very good. If Apple wants to conquer the online advertising market and compete with the Facebook-Google duopoly and the growing power of Amazon, it will have to adjust what it does and, above all, what this means for advertisers. According to said sources from the industry itself to Insider , the new advertising Brother Cell Phone List format is expensive and the results achieved are disappointing. Apple plays with an advantage. Just before the launch of its new ad format, it had released its operating system update . This update limits access to information for mobile app users. In order to track their data, users have to give their express approval, something that is not happening . In doing so, Apple has blocked access to the essence of what makes online advertising work for many players.

In that context, your advertising offering is a kind of potential checkmate. Online advertising is still very important and advertisers still want to reach those consumers. Apple is giving how to do it. In its traditional ad format – linked to App Store searches and paid per click – the new format is priced at CPM and appears as a content suggestion. A very expensive CPM The data that Insider has had access to indicate that on average they have already paid $ 31.10 for the CPM, although in the most sought-after categories it shot up to 49.90. This causes the cost of installation (the ads are used to promote apps) have skyrocketed. At the very least, a marketer’s scores say they are 30% higher than existing search ads.

The results that are achieved are not worth those costs and the ads, as explained by the industry itself to the American media, are not profitable in terms of branding either, since they are too small and therefore not so visually relevant. So are Apple’s ads a ruinous gamble? The new ad format has only been on the market for a few weeks, so it could still be going through the first adjustments. What is clear is that if Apple really wants to position itself as a strong player in the online advertising market, it will have to listen to what advertisers have to say.