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.
The indefatigable Jose Afonso Furtado pointed out an article on eMarketer today about mobile versus standard Web banners that cited a recent Media Mind study: “MediaMind found that the average CTR on mobile banners on their network was 0.61%. That was more than eight times as high as the CTR for standard online banners.” It’s worth noting that we have seen a similar range of performance in mobile versus Web banner campaigns for books. Does that mean every book should run mobile ads first and Web ads second? Not necessarily.
Because of format limitations, mobile ads work best for books that come with either a big name-brand author (“New from Patricia Cornwell!”) or a concept you can get in under eight words (“Could Hitler’s talking dogs have won the war?”). Mobile is not the platform to tout a host of stellar reviews or introduce a new author whose nuanced prose you’re hoping to develop over time. Mobile ads are also great team players: they perform very effectively as part of a larger campaign where they can reinforce a message that also appears in print, broadcast or online.
Two years ago I posted that advertisers need to move beyond the click through.
Things haven’t changed much it seems. MediaPost reported yesterday on new research by ad network and technology provider Collective that suggests that click through behavior does not closely track buyer behavior. Some highlights:
> Online gamers clicked 43% more often than non-gamers. But did they buy more?
> Users on mobile devices click 123% more often than users on laptops and desktops. But happens after the click?
> Here’s where you see the break between CTR and sales: “the highest-performing CTR campaigns examined (top 20%) had a 150% higher CTR but an 8% lower post-impression action rate.”
Of course CTR still matters. But it has to be looked at in conjunction with context, creative, impressions delivered, and sales.
After years of hearing about mobile’s future potential, the market is now fully available to both consumers and advertisers. We have several plans in place to run on relevant apps within the iPhone and Blackberry environments. Because the marketplace for ads has not yet caught up to new consumer habits, it is now possible to gain significant Share Of Voice (SOV) with, for example, the New York Times’ popular iPhone and Blackberry apps. As advertising catches up with these new habits, we expect the costs to rise dramatically to gain this level of SOV. But now is a great time to reach these high income, plugged-in, book-buying audiences for budgets that work for even mid-list titles.
Looking forward, the devices will change, the media will transform, unit size and availability will continue to shift. But whether we’re using Facebook, Twitter, the next mobile device or simply “old-fashioned” flash ads, any marketing strategy must be highly targeted to the most engaged reader pool possible. As the tools evolve, our commitment remains single-pointed: to reach and develop readers, book by book.