Here are the highlights of a survey of interactive media and advertising executives conducted by The 614 Group, a global digital consultancy, and AdMonsters, a professional community and conference series for digital ad operations and technology leaders. (Rob Rasko, the 614 Group CEO and founder, pictured left.)
Viewability,the biggest challenge? When asked which issues are expected to be “digital publishing’s biggest challenge” in 2015, viewability was the top pick (63%). Underscoring that selection, almost 70% of those polled stated they don’t believe a majority of digital publishers will achieve high viewability delivery by the end of 2015.
Ad fraud? Ad fraud was cited as a distant second when it comes challenges on the horizon, with 26% calling it out as a chief concern for 2015.
Programmatic’s future? An impressive 81% of respondents believe the growth of programmatic systems for buying and selling of advertising has driven the broader interactive marketplace ahead during the past year.
Native advertising? This represents another form of media monetization, and media and marketing leaders were less in agreement about whether or not this new ad category signals a dramatic – and necessary – shift away from standard ad units. In response to the question, “How much do you agree that this year’s industry-wide focus on native advertising has demonstrated that standard ad units as they currently exist will not support our whole industry?”, slightly more than a third (35%) “strongly” agreed, half (52%) somewhat agreed, and 12 percent said “not at all.” Consequently, and in line with those numbers, 71% percent felt native ads will be “somewhat” pervasive; and 11% do not believe native will be pervasive at all.
Holding the line on prices? There’s a lot of worry about pricing differences between programmatic activities and transactions happening with direct teams: Only 16% stated the pricing for both was equal; 32% said programmatic was priced 20% lower; and 40% said programmatic inventory was priced at least 50% lower than direct-sold inventory.