Happy Monday Marketers! For today’s roundup of performance marketing and digital marketing industry news, reports and insights, we found a few items from around the web to get your week started.
Enjoy!
What the Hell is a Chief Product Officer Anyway?
“‘Advertising is a product, not a service.’ The first time I saw that line, it stopped me in my tracks. It was the opposite of much of what I’d been told, but it conveyed a pride and focus I admired.” This weekend in AdAge, John Shaw, CPO, Brand Union, explains how his role aims to address the needs of an evolving industry whose work for clients no longer falls into neat, distinct categories. Shaw argues that thinking about advertising as a product allows Brand Union to focus on the quality of what the company sells—whether that is strategic, creative, technological, or some combination of the three.
MarTech Investscape Q2 2016: An Unprecedented $5.05 Billion in Funding
As reported in MarTech Advisor, MarTech experienced an unprecedented level of venture capital funding and multi-billion dollar acquisitions this quarter, showing the strength of the fundamental drivers for continued fundraising and consolidation in the sector. Performance Horizon, which raised $15.4 million in a Series C Funding Round last quarter to accelerate global growth, was given honorable mention in MarTech Advisor’s Q2 Investscape listings. Internet and Infrastructure came out on top as the most heavily invested categories at $2052 million and $1325.8 million, respectively. However, in keeping with general MarTech trend, the number of companies that received funding continued to be the highest in Experiences (64), followed by Operations (28) with startups in these categories being the most popular for investors.
Should The US Government Intervene to Solve Digital’s Fraud Problem?
According to the latest estimates by the ANA, ad fraud costs marketers $7.2 billion annually. In an AdExchanger column, Jay Friedman, chief operating officer at Goodway Group, debates whether or not the US Government should pass legislation to take action on ad fraud. Ultimately, Friedman places the onus on SSPs (Supply-Side Platforms), asserting that “If an SSP doesn’t look carefully at the publishers it signs up and fraud occurs, it is responsible for facilitating fraud and stealing marketers’ money.” But, he’s also quick to note that “complying with legislation has its own costs that are ultimately passed on to the buyer.”
Why Consumers Use Ad Blockers and What Motivates them Not To
A recent report by Omnicom Media Group (OMG) found that many ad-blocking users don’t dislike all advertising—mostly just popup ads. According to a MediaPost article detailing the report, 44% of those polled associate ad blocking primarily with blocking pop-up advertising. Brands should take this into consideration and remember that a good user experience goes a long way when it comes to advertising, especially as the number of people who have ad blockers installed continues to increase. Currently, an estimated 45 million people use ad blockers, up 45% in 2015. This number is expected to reach 63 million by the end of the year and 77 million in 2017.
