IAB FAUs with VR, AR, and FAQ
The Standard Advertising Units are meeting new standards, as the IAB releases its new portfolio of Flexible Ad Units, including Virtual Reality, Augmented Reality, and other formats, spanning the latest in social media, mobile video (vertical! 360-degree!) and even emoji.
The biggest change is from fixed pixel sizes to aspect ratios. This may not be a big deal this week, but like the transition from Flash to HTML5 it will be changing our lives very soon.
PROGRAMMATIC NODS TO NATIVE
MediaRadar says more native is being purchased while programmatic spending is down.
This is partly due to brand safety concerns but performance plays in, our own experience suggests.
Print continues to descend – but readers gonna read. It’s not dead yet, especially among the kinds of readers who buy hardcovers.
A fuller look at ad spends this quarter HERE
SEARCH NODS TO DISCOVERY
Giving the people what they didn’t know they wanted.
“It requires a lot of tracking resources, which is not an easy thing to do, but success on the web is not easy either.”
THE 10 MOST WATCHED ADS ON YOUTUBE
Help them to be watched still more.
Takeaways: Know what your audience knows and use that to tell a story they’ll relate to. (Bonus: spend lots of money.)
Application: Utilize comps, fonts, art, and language to build familiarity, and if possible subvert the viewer’s expectations in a rewarding (amusing) way.
PLUNDER THE INFLUENCE
Influencer marketing has become more widespread, with more than 200,000 such posts a month just on Facebook Inc.’s Instagram … “We don’t want to be in the business of tricking consumers.”
Bloomberg on labeling influencer posts that are, effectively, advertising.
Ad it up.
POSTERS FOR POSTERS
This week we’ve seen a pleasant example of how a dominant physical presence – in this case a subway domination at the storied West 4th Street Subway Station – can lead to a huge social media presence – in this case a retweet by Stephen King to his millions of devoted followers.
Win for Winslow!
THE GAME OF DUOPOLY
“Two Goliaths and Not a Slingshot in Sight.” An insightful overview of digital advertising: Google, Facebook, and [that other stuff] from The Wall Street Journal.
Perpend the pretenders . . .
Every Day is a GIF
Brooklyn Northside Festival on Facebook ads, branding, and the tao of GIF. It’s worth it for a FASCINATING SPOCK GIF alone, but also thought-provoking as we explore the possibilities of GIFs vs HTML5 in the post-Flash universe.
GIF yourself a hand.
THE END OF ADVERTISING
And the advertising of the ending. It’s a book!
BLOCKED ADS, EXPENSIVE ADS
Logically, if Apple and Google will be incorporating more ad blocking features, the supply will be limited and the cost will rise. Verizon / Yahoo / AOL “bullish.”
“Meeker predicts that in 2017, spending on internet advertising will surpass spending on TV advertising for the first time.”
CLICK HERE FOR MORE!
The next job to be obsoleted by technology will be the copywriter, says Mark Duffy of Digiday. Your ninja can’t stop this!
Join the robo-tussle
HOW TO GO NATIVE
Pinning down just what “native” means can be tricky. But we at Verso have seen concrete results in native units using images that suggest non-advertising content.
Get friendly with the native
WITHOUT ADS, MUCH SUBTRACTED
“Imagine if the advertising-supported ecosystem went away,” she said.
Linda Yaccarino, head of advertising sales for NBCUniversal, on what is needed to compete with Google, Facebook, Twitter, Amazon, in an era of declining ad revenue.
Identify the “real audience” . . .
TREASURE ISLANDS IN THE STREAM
After a year of Facebook Live, the New York Times sees fewer views but more comments.
NEW YORK TIMES JOINS SNAPCHAT DISCOVER
Where is the news going? Where is it coming from?
Is a picture worth 1000 words? Depends on the words.
GEN Z —
One wonders what the succeeding generation will be called.
“Luckily, advertisers can ensure their ads stay Gen Z-significant by leveraging 3 key elements in their digital advertising approach…”
WHAT 3 KEY ELEMENTS?
PINTEREST: “DON’T LIKE US ANYMORE.”
Pinterest isn’t a social network, it says — rather it wants to be seen as a visual search engine.
“The hope is that you’ll get ideas for your real life, and you’ll close the app, get off your phone and try those ideas.”
Turn off that computer! Go outside and play!
VERY PINTERESTING …
9 intriguing stats from last week via AdWeek
Bookstagrammers Event MAY 10th
SESAME STREET VERSUS DATA
Early studies showed that Sesame Street was harmful to the children it was meant to serve. Mr. Rogers fared better.
How to get to Sesame Street
BEWARE OF ROBOTS
Not only are they stealing our jobs, they are “liking” us! There ought to be a tax.
“Facebook advertising has a little-discussed problem: When you run an ad, people operating fake profiles will click on the ad and like your page simply to make their own fake profile look more genuine, as if it is being operated by a real person.”
Read the Bloomberg article
IN FAVOR OF SELECTIVITY
Only 5,000 sites? Is this the Dark Ages?
“JP Morgan Chase slashes the number of sites where it advertises to 5,000 from some 400,000.”
Find out what happened
FILTER ME THIS
“YouTube races to provide more filters to restore confidence: new filters they can apply to campaigns that will help them avoid more types of objectionable content”
What are the new filters?
THIS MAGIC MICRO-MOMENT
Google is touting the trackability of “micro-moments”
“90% of consumers say that they go from one device to another every single day, and 91% of them turn to their phone for ideas in the middle of a task. This is an overwhelming percentage to ignore. For marketing efforts to be successful, businesses must pay attention to these statistics.”
Read Forbes on this momentous turn
HALF MOON OR LONGBOAT
A nifty design article on the history of publishing colophons.
Undercover Branding The Stories Behind 20 Publishing House Logos
AND “S-TOWN” RELEASES!
The new podcast from the “Serial” people.
THE POWER OF ELLIPSES
A few words — or even a few dots — can make a big difference. Compliments of a PAMA Facebook post, BookBub’s 8 Book Description A/B Tests You Need to See …
GETTING BOOKS TO THE PEOPLE
Emma Watson and the Station of Secrets.
CASTING THE PODS MORE FAIRLY
Find out how the podcast boom can favor and disfavor diversity in this Columbia Journalism Review article.
Why are #PodcastsSoWhite?
Also check out:
10 great podcasts to diversify your listening lineup
UNDER THE SURFACE ON WHICH WE DWELL
Programmatic is like a planet. We live on the thin surface layer but most of the hot stuff is under the surface.
“Facebook just executed what might best be described as a digital advertising coup against rival Google and its DoubleClick empire” by letting publishers use header bidding technology. This could raise ad costs but increase yield, says AdAge.
Drill a hole and peek into the Magma
Or simply find out:
WTF is Header Bidding?
TRUTHERS EMERGE TO DRAIN DIGITAL SWAMP
Following Procter & Gamble’s call for digital advertising that is more reliable (and less “crappy”) Stein says, “it’s interesting that we’re at a point now where we question what even is real.”*
* In a meta twist, who is “Stein?” He is not otherwise cited or named in the article! It may be a typo for “Scott.”
CHOICE OF A NEW GENERATION?
“The Refresh Project accomplished everything a social media campaign is supposed to accomplish: millions of Facebook likes and thousands of new Twitter followers. But it didn’t sell Pepsi. Pepsi Cola and Diet Pepsi both lost about 5 percent of their market shares over the course of the year — a calamitous decline. The brand returned to TV.”
Turn on, tune in, pop out.
CHOICE OF A MATURE GENERATION
“American users aged 24 and younger may decrease time spent on Snapchat as more people check out Instagram Stories” but those book-buying 45- to 54-year olds are helping Snapchat to grow its total audience anyway.
WHY SHOULD I BELIEVE YOU?
“In the decision to trust a source, objective expertise appears to matter less than the determination that this person shares our beliefs, assumptions and suspicions, that they are, in a sense, a member of our tribe.”
Tell a story, earn some trust.
TOP 4 BEST …
What makes you want to pay attention? Here are VentureBeat’s “4 best practices to move the needle on digital advertising.”
“The only problem is that creating an exciting, engaging campaign is easier said than done.”
No kidding! But food for thought as we select our review quotes.
COOL YOUR JETS, DIGITAL.
The advertising market is more diverse than some would have us believe, says SMI via MediaPost.
See from a different perspective.
PAMA AND PAMELA PAUL
Pamela Paul speaks at the Publishers Advertising and Marketing Association’s event next week, Wednesday, March 1.
Full disclosure: Poster Christian Toth is PAMA’s president!
More here if you’re interested.
FACEBOOK COMMITS TO AUDIT
“Until last year, advertisers mostly accepted Facebook’s metrics with closed eyes. However, after admissions that a portion of its ad numbers were being misreported, all hell broke loose.”
It’s a matter of trust.
SMART MAGAZINES FOR AFFLUENT READERS
Flipboard’s new app is getting noticed. “Rejecting robo-driven ‘programmatic’ advertising [and] using humans to sell premium-priced slots for magazine-style ad campaigns from upscale brands.”
Build your own echo-chamber.
Subversive branding coup? Or an extravagant waste?
Something to keep an eye on.
NEXT TO NOVEMBER
A story on firewalls that makes us think about ads on opt-in environments. CPMs may be higher but users truly value the content.
Unto the Breach.