This Week in Digital – Nikhil Sarna joins #ARM Worldwide, The rising importance of Content Marketing, Native ads gain prominence over programmatic ads, Facebook is allowing groups to link to brand pages
This week has seen some major developments in the digital world. Here are four such major developments that have created a noticeable buzz.
- Previously worked in Interactive Avenues, BFSI, Automobile, FMCG among many others.
- Nikhil’s joining adds more fire power to the #ARM team.
- Described by many as a quality-conscious person with more than 15 years of experience in creating UI/UX strategies and design solutions for various small/big clients across categories.
#2. “Next Wave in the communication space is Content Marketing” – Ritesh Singh, CEO of #ARM Worldwide
- Business houses across the globe are increasingly developing solutions for content marketing.
- The potency of the tool has been incredible in terms of consumer engagement.
- Content marketing is developed and driven to achieve higher engagement – however, its real outcome is mapped with business objectives.
- Content marketing should be adapted to the likes of consumers to maximise ROI in any setup.
#3. Native ad buying increases by a whopping 74% while programmatic ad buying reduces by 12%
- According to a new report from MediaRadar, programmatic advertising dropped substantially in the first quarter of 2017 from a year ago.
- Conversely, native ad placements have surged during the same time period.
- The report attributes this decline in programmatic ad buying to brand safety concerns and the black-box nature of programmatic placements.
- MediaRadar says the surge in demand for native ads is being driven partly by native ad performance and (to some degree) by the fact that native placements are more transparent to advertisers.
#4. Facebook is allowing brands and publishers to connect to Groups to their Pages
- Facebook’s chief product officer Chris Cox announced the opening up of Groups to Brand Pages in a Facebook post on Wednesday.
- Facebook has been testing Groups for Pages since at least April, when CNET reported that brands like HBO had created Groups tied to their Pages.
- Pages are not currently able to create Custom Audiences of Group members to target with ads.
- That also means that Pages can’t take a Custom Audience of Group members and target ads to a “lookalike” audience of people with similar characteristics.