This week’s links are dedicated to the idea that, whatever its form—voice, image, written word, or metadata—the art of advertising is the art of communication.
THE BANNER LIVES
According to programmatic powerhouse AppNexus, ads seen on desktop computers still see the majority of ad impressions compared with mobile. The positives to the platform — especially marketer familiarity and having a bigger canvas to work on — mean it’s still the go-to platform for most digital ad campaigns. On a side note, the journalist for ClickZ reports one of the desktop advantages being its click-through rate, “relatively robust with 0.043 percent CTR.” That may be the average click-through rate throughout all desktop banner advertising, but our benchmark CTR is 0.1 percent.
What do you do if your handful of four star reviews is a little short of decent authoritative reviewers? Here’s one way you could go: “A promo for the new Tom Hardy movie hid a negative 2-star review in plain sight.” We don’t condone this behavior! It’s clever, for sure, but a kind of one-off clever that puts a serious dent in your legitimacy with reviewers and consumers.
LONGER INSTAGRAM VIDEO
Instagram ups its maximum video length from :15 to :30, and allows posting in landscape mode as well as portrait. Whether longer video leads to better performance is another question.
INSTAGRAM V. FACEBOOK
An early look at Instagram ad performance from Salesforce: Compared to Facebook, Instagram delivers fewer impressions but a higher click-through rate.
THE COMING ADBLOCKOPOLYPSE?
Will Apple’s mobile ad blocking block native ads as well as banners? This question is all the rage in advertising circles. We are sanguine about any potential changes. The best advertising proceeds by adaptability and curiosity, not panic.
THE FIGHT AGAINST THE ADBLOCKOPOLYPSE
Google is “punishing” (Business Insider’s word) YouTube viewers who use ad blocking software by not allowing them to skip pre-roll ads. Here’s some free advice: If you’re creating ads that feel like punishment to watch, you’re doing it wrong.