Digital advertising saw a significant jump in 2015, and early indicators point to marketers keeping the momentum going this year.
Among marketers using the Kenshoo ad management tool—which enables users to manage paid search, Instagram and Facebook campaigns—global budgets saw an
eight percent year-over-year boost in 2015’s last quarter. Kenshoo says that money spent on mobile marketing accounted for nearly all the growth.
Marketers are “adapting to changes in bidding strategies that focus on smaller quantity of more targeted clicks that drive downstream actions rather than
just engagement,” Kenshoo’s report reveals.
For more digital marketing insights from Kenshoo’s survey, check out its infographic.
Google unveils real-time ad platform
As online advertising grows in popularity, Google is making it easier for marketers to jump on trends as they happen.
The search giant is rolling out a new ad platform that will enable brand managers to connect with consumers in real time. Conveniently named “Real-time
ads,” the product gives marketers the opportunity to distribute content that aligns with trending topics moments after they go viral.
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Google announced in a blog post that it’s launching the feature for the Super Bowl, along with a collection of Super Bowl ads on YouTube that have
interactive features for consumers:
There are millions of moments that bring everyone together during live events - the play that clinches the game, or that “left shark” performance during
the halftime show.To help brands be a part of these conversations in a way that's timely and relevant, today we're opening our Real-time ads beta to more
brands including Wix.com, and we plan to roll it out more broadly later this year. With Real-time ads, brands will be able to instantly run an ad across
YouTube, hundreds of thousands of apps, and over 2 million sites in our Google Display Network with a message that ties directly to the big moment people
just experienced live.