It has been a whirlwind few weeks for us at PerformanceIN HQ having hosted nearly 1,000 delegates to Performance Marketing Insights: Europe in Berlin last week. Fuelled by schnitzel, pilsner and pro-plus we were able to put on quite a show for our delegates. Check out the PMI wrap up to see what all the fuss was about!
As weeks go, the past seven days have kept our content team slaving away on the abundance of news and features hitting PerformanceIN. Here’s your weekly update from across the performance marketing and advertising scene.
Voucher Company & Assets Acquired
Consistent with 2014 being touted the ‘year of performance acquisitions’, the latest addition to support this is the £55 million purchase of affiliate-turned-entrepreneur Mark Pearson’s firm Markco Media by Monitise Group. We’re catching up with Mark soon to find out more about the deal – stay tuned.
Monitise Group are a global leader in mobile money solutions so it will be interesting to see how the deal progresses, especially as mobile devices are set to drive digital payments up to $4.7 trillion by 2019 according to Juniper’s research house.
Device Fingerprinting to Solve Marketing’s ‘Holy Grail’?
With so much information coming out of last week’s PMI Europe conference sessions it was hard to pick just a few highlights.
That said, I was particularly intrigued by Dr Schlossen’s presentation on possible alternatives to cookie tracking. Through device ID recognition, Schlossen was able to show how anonymous data from a consumer’s machine, such as installed fonts and the installed version information of plugins can be used to differentiate between browsers on a website.
It’s today’s marketing ‘holy grail’ of being able to track and identify users as they move devices, desktops, IP ranges and anywhere else their connected life takes them – are Unique Digital about to crack it? Time will tell.
Real-time, On Demand, Multi-screen – Buzzword Bingo
Insight from multi-screen ad tech firm Collective and its 2014 Online Video Advertising Report show that over half of media buyers (55%) are viewing the connection of TV and video on demand (VoD) as a priority in their marketing efforts.
Speaking at the event last week, Sri Sharma – founder of Net Media Planet – covered the connection between TV and digital advertising in his talk on ‘The Digital Future’.
With a large focus on real time advertising in recent months, it’s not surprising that the IAB’s most recent report showed that programmatic buying now accounts for 28% of UK display ad spend as more brands become accustomed to buying ads in real time.
We also released a study from Facebook last week. The social networks states that 50% of time spent online in the UK is now accounted for by mobile and, unlike TV, this does not dwindle from May to September. Facebook even says it has 21 million people in the UK logging on via mobile every day.
Featured This Week on PerformanceIN
In our series of articles titled INsider Questions, we have sought out some of the industry’s top figureheads to see what they think advertisers should be asking performance marketers to eke more out of their campaigns. Last week was the turn of VP of Global Business Development at iCrossing, Björn Köster.
We also featured a day in the life of Jonathan Lakin, CEO of Intent HQ. Intent uses cutting edge artificial intelligence to materially change a business’s understanding of their customers, which leads to a step change in performance.