JUL 16, 2020
At the same time, mobile’s relatively low exposure to some of the hardest hit sectors insulated mobile’s ad spending share. For example, travel, and particularly travel search, skew toward desktop, and live sports still generate the bulk of their ad revenues on TV and CTV. Mobile’s position in the attention stack was most pronounced in four areas: social media, gaming, messaging and video.
JUL 25, 2019
“The last point of purchase for travel is still [mainly] on a desktop or laptop,” King of agenda21 said. “That's the last trackable point. All that's happening is they [those in the travel industry] are optimizing their media spend to that last point in the purchase, because they need to get short-term results.”. October 2018 data from Travel Weekly, Deloitte and Kantar TNS, supported this assertion.
FEB 27, 2019
Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.