THE AD-INDUSTRY YEAR IN REVIEW – Q&A WITH PILIRA MWAMBALA
Today, we sat down for a Q&A with our very own Ad Operations Director and industry expert, Pilira Mwambala, to reflect on 2017 and gain insights into what happened in the ad-industry over the past year.
He elaborates on all the major 2017 digital trends and happenings including VR, native advertising, brand safety, vertical video and more!
Q: Brand safety was in the spotlight earlier this year with the Procter and Gamble YouTube incident. How did you notice South Africa approach brand safety this past year? Was there any new emerging tech?
Pilira: Brand safety is key in this era of fake news and domain spoofing. Reckless campaign planning &
Additionally, some credit needs to be given to “switched on” online marketers who have been paying attention to viewability as well as transparent media buying on premium marketplaces and whitelisted ad exchanges. That said, brand safety wasn’t really enforced and didn’t seem to be a big deal until major brand advertisers caused a stinker about it earlier this year. From a local approach, IAB SA’s publisher council held a first-ever round table this year to address issues around brand safety and fake news concerns. This is refreshing because the IAB will act as a local regulator and educator in this space and we’ve seen players such as Integral Ad Science and Grapeshot advocate brand safety.
Q: Immersive tech like VR, AR, and AI are said
P: Immersive technology offers new perspectives to digital media buys. Businesses within the travel, property, automotive, retail and education sectors – as well as gaming, will see an uptake in VR and 360-degree video in 2018.
Mark1 has executed a first to market programmatic 360
Q: The IAB came out earlier this year saying Vertical Video is on the up and up. What do you think was the motivation behind this statement?
P: Mobile is pretty much every person’s first device. People are estimated to check their devices 46 times a day. Research suggests that smartphone users hold their mobile devices vertically +- 90% of the time. Apps such as Instagram, YouTube, Twitter, Snapchat, and Facebook
Q: The past year, native advertising has been a big talking point for marketers – especially due to the increasing adoption rate of ad blockers. What insights do you have regarding the opportunities, as well as challenges faced by marketers in 2017?
P: What makes Native ads work is the nature of the paid media ads blending in with the natural form & function of UX on the
Additionally, prices of native ads make it a hard sell because scaling native ads is an issue. AI might solve this because it will inject a programmatic capability, allowing multiple buyers to compete for a native ad slot.
Another opportunity with AI lies in the ability to collect a user’s reading
Q: Which chatbot integration has been the biggest game changer this year?
P: The best chatbots I’ve seen are the customer service ones for websites. SME’s have been receptive to these chatbots because business owners can connect them to
Q: Are there any other trends that stood out to you this year?
P: Influencer Marketing.