5 REASONS FOR OPTIMISM
About the book business, from Marcus Dohle.
WALL STREET JOURNAL SEEKS WOMEN
New ad campaign targets ambitious GenZers and Millennials, especially women. “Those generations have a huge desire to make stuff happen.”
MAKE STUFF HAPPEN
WHERE DO I CLICK?
Instagram changes its CTA palette to reflect dominant color of the content. A good idea?
BILLBOARDS THAT TELL A STORY
That is, they really have a lot of text. Not for drivers, obviously. Could be great for excerpts though, and reasonably priced.
SEE HOW THEY LOOK
I’D LOVE TO SEE THAT PRESENTATION AGAIN
LinkedIn debuts “Native Video” to increase engagement.
“We are getting a wide range of people from tugboat operators to rock blasters and landscape architects,” Davies continues. “So, we have to think about how video will be most useful for those people.”
Lights, camera …
WOULD YOU LIKE EPIPHANY WITH THAT?
Have a little literature with your commute, thanks to the same concept that brings you Coca Cola and Fritos in waiting areas – vending machines. It’s happening in France and San Francisco.
How much for an O. Henry?
THE AGING FACE OF FACEBOOK
It seems teens have other places to be:
Which is why CNN is going on Snapchat:
Which doesn’t mean Facebook doesn’t still rule the world:
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
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.
CAN THEY HEAR WHAT YOU HEAR?
Not always. Here are 6 tips from Facebook for making silent videos speak.
Listen to the silence.
“For mobile marketing, a moment of transformation is at hand …
… By year’s end, 75% of online content consumption will be mobile.”
Something to bear in mind when reviewing our ad stats, which often average mobile and desktop together. (Not all CTRs are created equal.)
Tune in to Programmatic with Point 3. A tool to remember as we plan our campaigns.
Read about the projections.
“WE’RE PUTTING IT ALL INTO FACEBOOK!”
Maybe that’s a good idea … but maybe not.
TWITTER AD OPTIONS EXPAND
Twitter expands its ad products to drive video views and Tweet engagements beyond the Twitter platform.
FOOD AND PINTEREST
57% of Pinterest users have browsed food content on Pinterest while in store. For cookbook publishers, that sounds like an opportunity:
“DIY and crafts, home decor, food and drink, design, and hair and beauty were the leading content categories for which users considered Pinterest a “go-to” source”
GREAT POETS STEAL, BAD POETS BORROW . . .
But if you’re a marketer for McDonalds you need to be a little more careful with where you get your images.
THE SIX BEST PRACTICES OF VIDEO SHARING:
(1) Front-loaded excitement, (2) Gifs tied into cultural moments, (3) Audio-agnostic experimentations, (4) Creator collaborations, (5) Brands as live broadcasters, (6) Content with a cause. Now you don’t have to click the link.
HOW CLOSE ARE WE TO MAINSTREAM VR?
Unprecedented marketing opportunities are coming soon when social, engaged marketing practices meet virtual reality. Mainstream VR devices are coming soon from Valve, HTC, Facebook’s Oculus Rift and more. While that doesn’t mean they’re going mainstream for another 5 years or so, it’s worth starting to get to know the possibilities now.