Bidtellect Introduces New Native Advertising Platform & Exchange

Native advertising is one of the most effective marketing tools being used today.  For those who have not been using this powerful option, it is a form of online advertising where the advertiser is marketing to the viewer within the context of their current experience.  A prime example of this would be the Facebook newsfeed ads, which appear to be normal posts from their Facebook friends.

Bidtellect Native Intelligence

While this has proven to be an extremely effective marketing tool, it is also fairly time consuming and difficult to properly implement properly.  This week, however, the Florida based company Bidtellect has introduced a new platform which has been designed to help advertisers better harness the power of native ads.

Specifically, the new program, which is called the Native Marketing Platform,  works by allowing agencies and individual publishers to access and buy native advertisements using an advanced system of algorithms.   These proprietary algorithms identify the optimal ad choices based on dozens of factors including user behavior, the context of the page, the day of the week, the time of the day, the device being used to access the page and others.

The system has access to an extensive database of both first and third party targeting elements, which is constantly growing and improving, to help provide the best return on investment possible.

Lon Otremba, the CEO of Bidtellect, said of this new platform, “Bidtellect was founded with the mission to facilitate efficiency in native ad buying, selling and delivery across the web.  We understand that native is the most efficient, effective, affordable and scalable digital advertising medium since search, but it’s also one of the most challenging to buy, sell and fully comprehend.  Our DSP tools, real-time bidding platform, and expert team work together to demystify the medium and allow brands to activate profitable campaigns at scale.”

They have been remarkably successful at pushing the use of native advertising up to this point, and this platform will certainly help to take the company, and native advertising in general, to the next level.   The platform is already receiving over one hundred million bids on native inventory per day, and that number is expected to go up to one billion per day by the end of 2014.

As the company continues to scale up their services, they are signing up new sources for both the supply sources (places where native ads can be displayed) and demand sources (marketers looking to buy native ads).  As of their most recent press release, they are reporting that they have access to tens of thousands of native supply spots available.  They have also signed on 54 demand-side aggregators, with 102 unique feeds.

The company also announced the appointment of Shalanna Clark as their Native Creative Director.  She will be in charge of content development and execution for the company’s advertising clients.  Shalanna brings years of experience in tech and advertising.  Her previous roles include digital director at Zimmerman Advertising where she worked with premier brands such as Dunkin’ Donuts, Party City, Oreck, Papa John’s and a host of others.

This is an exciting time for Bidtellect, and the marketing & advertising industry in general.  The launch of this new platform will bring real time native advertising to marketers at all levels.

New Report Shows Digital Ad Spend Continues to Climb

ad spend climbThe latest update to the Advertising Intelligence Index has officially been released from Turn , covering January 1st – April 30th.   In this report they focus largely on the continued growth across virtually all types of digital advertising.  Some specific markets seem to be starting to stabilize in terms of their digital ad spend, but many new markets are really starting to push forward with their move into the online realm.

One concern some marketers have is that, as more and more major brands begin to invest heavily into digital advertising, it will start to drive up the overall prices for online advertising.  Over the past year, there has been a huge jump in the amount of ads being purchased, but the inventory has also skyrocketed due to updates and innovations from major ad networks including Facebook and Twitter.  At some point in the near future, the competition for ad spots will likely begin to heat up.

For now, however, the research published by Turn seems to show that the amount companies are willing to spend on digital advertising continues to rise across most platforms.  The following are some interesting highlights from the recently released report:

  • Mobile ad spend is up 109% year over year.
  • Brands are spending 65% more during the first four quarters of 2014 than they did during the same time in 2013
  • Display ad spend went up 20% – This is significant, since display ads have been around for quite some time, yet are still showing healthy growth.
  • Social advertising has climbed by 20%.  This is strong growth, but some experts expected bigger numbers given the popularity of social networks.  This lower than expected number could be due, in part, to the fact that buying ad space on these sites is still relatively inexpensive.

Not only are brands spending more on advertising across platforms, they are also seeing their effective CPM rates go up in all areas, except video, which dropped by 1% overall.  The above numbers are from the United States statistics.  Interestingly enough, the European markets are not seeing the same numbers.  Some points that were made about the data from the European market include:

  • Display ads are less competitive in 2014 than they were in 2013
  • Social advertising saw big increases in competition, reflecting the maturing of this category.
  • Video ads in the European market continue to be volatile.
  • Display ads are beginning to become more volatile, especially when compared to years past

Pierre Naggar, the managing director EMEA at Turn said of the report, “Spend and competition are increasing in mature markets, leading to smarter data-drive budget allocation this year.  Brands and agencies are using sophisticated audience-first strategies to drive planning for programmatic advertising, turning insights into an advantage against the competition.”

What may be interesting through the remainder of this year is how these data-driven strategies will play out over the long term.  There have been a number of different acquisitions and new companies coming out that offer real time data services for ad purchases, which means a growing number of marketers will have access to these effective strategies.  This will likely increase competition for the top ad spots on the net.

The report from Turn was based on an analysis of the traffic on their platform.  According to Turn, this platform makes over 100 billion data-driven advertising decisions.  They also analyze over 1.5 billion anonymous customer attributes, and provide instant access to billions of digital ad impressions, making them a leader gathering and analyzing digital ad information.  You can see the full report HERE.