Performance Marketing Review: APAC To Outpace N. America In Ad Spend

Jul 15, 2016

It’s Monday again, and that means it’s time to get the week started with our regular digest of performance marketing and digital marketing industry news, reports and insights from around the web. Enjoy!Asia Pacific to Outrun North America As World’s Biggest Digital Ad Market in 2016

As reported on PerformanceIn, Asia Pacific (APAC) is set to make history this year by overtaking North America as the world’s biggest digital advertising market, according to Strategy Analytics. The research and consulting firm has found that investment in digital ad space across APAC in 2016 will rise 18.2% year on year to a total of $59.6 billion, while funds in North America will increase 9.6% to $59.5 billion.

Ad Blocking Reinsertion – Should We or Shouldn’t We?

According to the latest estimates from eMarketer, 70 million people in the U.S. will use an ad blocker in 2016, a 34% increase over 2015. As the use of ad blocking continues to grow dramatically, new companies have launched with a specific mission: provide publishers with the tools to combat ad blockers. In a MediaPost article, Mitchell Weinstein, SVP Ad Operations IPG Mediabrands debates the use of ad re-insertion.

Why Do UK Display-Ad-Viewability Rates Keep Sinking?

Based on a recent report by ad-verification firm Meetrics, the percentage of ads that are actually viewable is decreasing. Their findings showed that in the U.K., the number of display ads deemed viewable has sunk to its lowest level in 18 months. As noted in Digiday, this follows a larger trend of declining viewability rates across Europe. The extent of the decline has surprised many publishers–many of whom have redesigned and decluttered their sites to improve viewability–and raised questions around the cause of the dropoff. 

Apps are the New Television (According to Apps)

According to an article in AdExchanger, a key topic of discussion at the second annual AppFronts event–hosted by General Electric–focused on the rise of apps replacing traditional television. GE CMO Linda Boff drew upon research from Flurry that estimates the average user spends more time in their apps – 198 minutes a day – than they do watching TV (168 minutes per day). According to the article, the fact that people stil spend two hours and 48 minutes per day viewing TV content belies the notion that TV is dead or dying, although the means of consumption is undergoing a significant transformation as people increasingly cut their cords. 

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