PROGRAMMATIC WHAT?: Several of you came back to me with questions about yesterday’s piece on the changing programmatic landscape. Let’s face it, programmatic knowledge is like an onion – you peel back one layer only to find the next. So I wanted to take a step back and share a basic overview of where the industry stands today, and where it may be headed tomorrow. I’m stealing the following article from Ari Stein who shared this with his Programmatic team yesterday. First read the piece and then look at the diagram below. Hopefully this will help decipher the basic differences between direct ad buying and programmatic, as well as what programmatic 2.0 might look like. (link)
ROTTING VINE: I remember the Fall of 2013 like it was yesterday . . . when “Vining” with the other cool kids was all the rage. But wow, what a difference three years makes! Yesterday Twitter announced that it was shuttering Vine. At its height Vine had 200M monthly users worldwide, but it wasn’t able to compete with digital video competition from Instagram and Snapchat. Just goes to show you how today’s shiny new social toy can become tomorrow’s digital has been. RIP Vine! (link)
DIGITAL COMES TO LOCAL: Finally this week, you’ve heard this stat for a while about Digital ad spending surpassing TV (and all other media platforms) nationally, and now it looks like Local is catching up. According to BIA/Kelsey Digital will be the top category for Local US Ad spending by 2018. The engine of this growth is Mobile, which is expected to increase by 21% annually for the next five years. What’s most surprising to me about the graph in this link is the share of local ad dollars still going to Direct Mail – 25% is an amazingly high number! Anyways, Pandora has seen local growth for years, and now it looks like the rest of the industry is catching up. (link)
Have a great Friday (and weekend) guys!
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