Engaging Creative Takes Centre Stage as Digital Advertising Shifts to Keep Up with Consumer Demand

ID: 1455231
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(Thomson Reuters ONE) -


New Report spotlights a market focused on driving deeper customer engagement
across all channels

LONDON, Aug. 30, 2016 (GLOBE NEWSWIRE) -- Digital advertising is shifting from
standard ad formats to bespoke units that create high-impact brand experiences
in an attempt to keep up with consumer demand and changing preferences -
according to a new study conducted by Theorem. Designed to uncover emerging
trends, DigitalPerspectives(TM) is a quarterly report based on a survey of
leading UK-based digital media agency executives.

Theorem''s DigitalPerspectives(TM) programme is managed and delivered by the
research arm of digital media and marketing services company, Theorem. Closely
monitoring what''s trending in the UK digital media market, Theorem calls on a
unique 700-strong panel populated with some of the most respected and senior
people in the business, to drill down into market shifts, changes and
developments.

Using a blend of online and in-depth face to face interviews, Theorem''s Panel
gave its insight into how online creative is evolving to keep audiences engaged
and how this is manifesting itself across channels including video, mobile and
virtual reality.

Theorem conducted the survey in Q2 2016. The Panel provided insights on ad
blocking, fraud, viewability, and programmatic as well-documented barriers to
the growth of online advertising.

Key Findings

1. The Power of Page Placement
In a world of scaled social platforms offering effective direct response
campaigns, the focus on most premium publishers is now on driving deeper
''engagement''. Some 77% of the Panel ranks the Placement on Page as the
Number One most important factor in gaining that engagement - demonstrating
how important it is to have the commercial and the product teams working
closely together.



2. Perfecting the Art of Personalisation
The number of campaigns that will use dynamic creative is expected to grow
significantly over the next year with Panelists estimating nearly 41% of
campaigns in 2017 will use creative that changes automatically based on
information about the user - whether related to their behaviour, location or
context.

3. Take Measures to Maximise Mobile Experiences
Publishers are challenged to deliver engaging experiences across all
platforms. The shift of consumer time from desktop to mobile is potentially
the most important monetisation challenge for all media owners. The Panel
shows that there are a number of factors that continue to limit mobile
spend, including 1) poor measurement (6.6/10), 2) technical challenges
(6.1/10), and 3) lack of quality formats (6.0/10).

4. Engaging with Video
Video is a key tool for driving brand engagement. And the market''s desire
for video continues to increase. Already over half of all campaigns contain
a video element of some sort, and this is expected to rise to two thirds by
2017. Given that the majority of publishers struggle to create video,
alternative options such as partnerships, syndication, in-read and user-
generated content are vital areas for publishers to investigate.

5. Experimenting With Virtual Reality
Advertising is about to take the next giant leap in creative innovation,
with the growing importance of Virtual Reality (VR). Clearly, VR is still in
its infancy, but the market is already starting to gather strategic insights
so it can identify ways of taking advantage of the technology with nearly a
third of panelists testing VR in some form.

Henry Rowe is EMEA Managing Director at Theorem and comments, "This latest data
garnered through interviews and conversations with our UK agency panel shows a
market innovating and experimenting in an attempt to keep audiences engaged with
personalised, immersive experiences. This is one of the best ways we know to
take the temperature of the market when there is new hype around a topic, or
emerging concerns about a new development which could affect the industry."

About the Theorem Agency Panel
The Theorem Agency Panel is made up of a unique 700-strong industry panel made
up of some of the most respected and prominent people in the business.  Its goal
is to drill down and recognise emerging trends, changes, developments and
concerns in the fast moving digital marketplace.

The Theorem panel covers the whole spectrum of agency sizes and types. From
major industry heavyweights and top executives to buyers and planners from key
media agencies - including many new and emerging players which are stimulating
the market with innovative ideas and approaches.

About Theorem

Theorem is an industry-leading digital marketing partner to some of the world''s
most recognizable organizations. Leading media owners, publishers, networks,
technology providers, digital platforms, CRM businesses and brands leverage
Theorem''s expertise and scale to maximize their digital performance.

Theorem has three main services; Business Solutions (commercial
consultancy), Operations (ad operations, campaign management, reporting, CRM,
data services) and Creative Build. By combining these offerings into a full
suite of services, Theorem helps businesses increase revenue and become more
operationally efficient.

Theorem underpins the digital program successes of companies including
Rocketfuel, Epsilon, Hearst, Pandora, and Microsoft.

With offices in New York, London, India, The Dominican Republic and Australia,
Theorem has over 1500 global employees and serves more than 200 leading
agencies, publishers, networks, technology providers, and brands.  More
at www.theoreminc.net

Contact: Lisa Meyer
26 Main Street,  Suit 302
Chatham, NJ 07928
Telephone: 908 - 216- 6519






This announcement is distributed by Nasdaq Corporate Solutions on behalf of Nasdaq Corporate Solutions clients.
The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.

Source: Theorem via GlobeNewswire






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Date: 08/30/2016 - 10:00
Language: English
News-ID 1455231
Character count: 4159
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