Display Ad Growth; Phone Booth Beacons

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Display Media 2019

Forrester says US display advertising will grow from $19.8 billion this year to $37.6 billion in 2019. The report, authored by analyst Samantha Merlivat, also project that video advertising will account for 55% of all online display ad revenue in five years, and exchange-based programmatic will drive nearly 40% of total spend on desktop display. But Forrester cautions, “Ad fraud and viewability loom large. Marketers will increasingly turn to programmatic direct and private marketplaces to have more control over the placement of high-value display inventory. This will be particularly true for video.” Read more.

Physical Pixels

DOOH media company Titan installed roughly 500 tracking beacons in Manhattan phone booths last year, BuzzFeed reveals. The beacons are manufactured by location-based targeting company Gimbal, and use Bluetooth connections to track the movements of people around the city. “In its current iteration, a Gimbal beacon requires a third-party app to trigger advertisements, and requires those apps to receive ‘opt-in’ permission from users in order to collect data and send notifications.” Shortly after publishing its report, BuzzFeed says the city asked for the beacons’ removal. More.

Budget Migration

Speaking to The Wall Street Journal, the CEO of Omnicom Group’s media operations, Daryl Simm, advised marketers to move 10 to 25% of TV ad spend to online video. “I do think we have hit the apex and we are moving into an environment where there is more talent – actors, directors, producers and brands – wanting to enter the online video space,” Simm said. “That holds a lot of promise for online video.” However! “The amount of quality online video is still an issue,” and “The desire for more measurement and accountability is getting higher and higher.” Read it.

Pinning Content

Pinterest has made a new foray into curated content with the help of about 10 media partners including eHow and Funny or Die. The content-driven product is called Pin Picks, as a Pinterest blog post explains. “Today kicks off a whole month of Handmade Halloween on Pinterest, so stay tuned for fresh costume inspiration each week of October on Pin Picks.” Fresh ad canvas!

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