The Weekly Roundup- August 14, 2014
WHERE HAVE ALL THE UPFRONT DOLLARS GONE?
Upfront dollar volume for television fell by 6.1 percent this year, but online is suspected to be only part of the answer. Advertisers say it is more likely that TV budget is migrating to an overall video spend that includes everything on the market. By withholding money upfront, there are more opportunities for inventory in the fall and more flexibility for brands than in the upfront market alone.
XAXIS FIGHTS FRAUD WITH MONEY-BACK GUARANTEE FOR BRANDS
WPP's Xaxis is now promising brands that real people are viewing 95% of online ads. Xaxis reviews data to measure if humans have seen their ads before billing clients. By identifying when users have completed CAPTCHA and reviewing data on mouse movements on the screen, Xaxis can identify if ads have reached an actual person.
PROGRAMMATIC ADVERTISING SPREADS QUICKLY DESPITE NAGGING PROBLEMS
About 86% of agencies and 76% of brand marketing execs say their companies are using programmatic for display ads. Programmatic trading is complex and time-consuming and there is also a general lack of understanding about what it is. Despite these problems, programmatic use continues to rise.