From Facebook’s first web-wide ad network to the collapse of the Omnicon-Publicis merger, 2014 was a huge year for digital advertising. This was the year that programmatic ads went mainstream, native ads got smarter and online ad revenue overtook broadcast TV in the US. As part of our review of the year, we look back at the 10 biggest headlines that shaped online advertising in 2014.
Key trends to check your 2015 plans against:
• Programmatic revolution: With Google shifting 60% of its digital budget to automated buying platforms, advertisers need to follow suit or risk losing out.
• Going native: Sponsored content has come a long way since print advertorials. 2014 saw the practice boom, championed by the likes of BuzzFeed.
• Rise of the AdWords competitors: Facebook’s Atlas ads uses social data to serve ads around the web, while Amazon ditched Google to offer its own display ads based on shopping habits.
Google plans to spend 60% of digital marketing budget on programmatic
Google is planning to focus its investment in programmatic marketing, aiming to put 60% of its entire digital marketing budget into the format, according to its global chief marketing officer Lorraine Twohill.
Native ads growing in popularity (but marketers struggle to define them)
There is widespread support for native advertising amongst marketers, despite confusion over definition, according to new research.
Facebook ads will now follow users around the web
Facebook ads have started appearing on other sites based on each user’s behaviour, as the social network looks to rival Google with a new level of targeting for brands.
Video ad revolution: Programmatic overtaking direct buys (and taking budget from TV)
Video ads in the US are increasingly being bought via programmatic methods, moving budgets away from TV commercials in the process, according to new research.
Amazon ditches Google AdWords for own ‘sponsored links’
Amazon is working on its own online ad platform, as the online retailer looks to utilise its massive amounts of user data to serve ads relevant to their buying habits, in a bid to challenge Google’s dominance in the display sector.
How much are you worth? Average revenue per user at Google, Facebook and Twitter
Average revenue per user (ARPU) is one of the key metrics for valuing tech firms, showing how successful the internet giants are at monetising their traffic. Google wins with a massive ARPU, 6 times Facebook’s at $45 per user for Q1 2014. Twitter saw the biggest percentage increase, and all three continue to grow strongly with aggressive plans to increase advertising revenues in 2014-15.
World’s biggest media owners: Google leads as China’s CCTV and Baidu grow
Google is still the world’s largest media company in the world, as two Chinese firms CCTV and Baidu rise up the ranks, according to new data.
Publicis-Omnicom $35bn merger collapses- win for WPP?
In a boost to rival WPP, the $35bn (£20bn) merger of Publicis and Omnicon to create the world’s biggest advertising company has collapsed, the companies have confirmed.
Online ad revenue overtakes TV for first time in US
US online ad revenues hit a record $42.8bn in 2013 billion, exceeding broadcast TV advertising ($40.1bn) for the first time, according to new data from the IAB.
View the IAB webinar here:
IAB defines 1 second glimpse as an online ‘ad view’
The Internet Advertising Bureau UK has unveiled its guidelines for ‘viewable impressions’ for online display ads, defining an ad as ‘viewable’ if half of it appears in the browser for one second.