Two Speeds For Ad Spend Globally; Yahoo Takes A Jybe

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Two Speeds For Ad Spend Globally

With job growth in the US, new fears in Europe, and uncertainty in China, guessing global ad trends one year out may seem a fool’s game. Carat takes a stab anyway, projecting 5% spending growth worldwide. Digital ads — already the top channel in three Euro countries — will surge 2% this year and next. An Aegis Group exec says get used to a “two-speed world” with rat-a-tat growth in Latin America/APAC and slow acceleration in EU/North America. For programmatic spend, the table may be turned with high growth Western countries as emerging markets get up to speed. Press release.

Yahoo Takes A Jybe

There’s been a lot of speculation about Yahoo CEO Marissa Mayer’s acquisition strategy for the past few months. Does she care about building up Yahoo’s (ad) tech stack? The company’s latest acquisition of social recommender Jybe — which was started by five former Yahoos — might satisfy some questions in terms of where the Sunnyvale’s portal’s priorities lie. Read the release. As the NextNewWeb’s Emil Protalinski notes, Jybe’s service is being shuttered, as “Yahoo says it plans to use the startup’s data-driven experience to ‘supercharge our efforts to build great products and experiences for the millions of people who come to Yahoo! every day.’” Read more.

Omniscient Nielsen

Nielsen will track dramatically more purchase data on members of its TV panel, adding “virtually all” credit card, debit card, and check purchases, AdAge reports. Data will be anonymized through a third party. “Nielsen’s broader data set opens the capability to telecom, restaurant, travel, entertainment, financial services and virtually all retail advertisers.” Lesson: pay for the privilege, and you can track any data you want? More.

RTB “Strategery”

RTB should supplement strategic media planning and not replace it, Cory Treffiletti writes in his Mediapost column. “It can almost be considered a line item or a campaign concept. It’s something that can be implemented in conjunction with a standardized reach and frequency effort to convey a core message and build trust in the eyes of your target audience.” More.

Klout Influencers

The social media metrics company that determines who’s got the most buzz and who hasn’t has kept a pretty low profile the past year, but that could be about to change. The company has unveiled Klout for Business, which AllThingsD’s Mike Issac says is the company’s first entry into helping advertisers market to influencers. “Theory is, if you do a better job recognizing and reaching the people who actually matter, that’ll go a heck of a lot further than blasting out an ad to the social masses (even if those ads are getting targeted better by the day, as Facebook and Twitter would say),” Issac contends. Read more.

The Programmatic In The Window

Jay Sears, SVP for demand at sell-side platform Rubicon Project, interviewed Marco Bertozzi, Executive Managing Director EMEA at VivaKi, ahead of Rubicon’s European Advertising Week panel. Sears asked the Publicis Groupe exec “How much of buying today is programmatic and how much of a plan could be programmatic?” to which Bertozzi responded, “Some clients from some agencies are incredibly close to this part of the industry and get involved with the agency… So in some instances, it could be 25% of a plan. Other times it could be 80% and in some instances it is 100% or as close as it can be.” In other words, it depends. Read more on the Euro Ad Week site.

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