Tag Archives: Video

Next to Now: Independence Day

DO MEDIA BRANDS EVEN MATTER ANYMORE?

Columbia Journalism Review asks the question at the heart of advertising: In a world where information is coming at you from all sides, does it matter who says what and where? According to  study by CJR and the George T. Delacorte Center for Magazine Journalism, yes it does matter:

“Readers are less likely to trust a longform story that appears to have run on BuzzFeed than the same article on The New Yorker’s website.”

While CJR is focused on journalism, the implications are clear for contextual advertising as well: it matters where information is coming from. While it’s true that some study members did not notice the media brand—a growing phenomenon captured by the Reuter’s 2016 Digital News Report—those that did notice  tended to be older and better read. That is, a better match for the core hardcover book buying audience.

#media #brands

 

LINKEDIN OPENS TO PROGRAMMATIC EXCHANGES

LinkedIn announced that it is opening its advertising to open exchanges to deliver increased banner impressions on the network. This is good news for anyone wanting to target the LinkedIn audience with a business or self-improvement book, especially those who do not have the budgets to take advantage of LinkedIn’s sponsored content opportunities.

#linkedin #business #programmatic

 

SNAPCHAT DROPS AD MINIMUMS

The minimum buy for a Snapchat campaign is reportedly dropping from $750,000 to $100,000. Book advertisers are likely to be waiting for another round or two before buying ads through the platform’s API. That said, there are co-branded Snapchat opportunities with such partners as People magazine that are workable for bigger book-size budgets. Contact your Verso account executive to learn more.

#snapchat #social

 

THE LIMITS OF ALGORITHMS

Facebook announces a new service that curates local events as selected by a team of people, not algorithms. This is good news for Facebook users (and other humans), but less good news for local media players such as Time Out:

“The product is launching in 10 U.S. cities: Boston, Chicago, Dallas, Houston, Los Angeles, Miami, New York, San Francisco, Seattle and Washington, D.C. The curated program appears to take on local publishers such as Time Out New York and the Village Voice as well as mobile apps like Eventbrite, Like a Local, Scout and Field Trip.”

#facebook #local #human

 

FOOD PORN MOVES TO SNAPCHAT

AdWeek reports that many of the most popular foodie brands on Instagram are moving to Snapchat. 

“‘As Instagram has really slowed down the last four months or so, you can just see what’s happened on that platform and it’s obviously changing a lot,’ said Andrew Steinthal, co-founder of The Infatuation, a restaurant review site that’s heavily leaned on Instagram to build a following since launching in 2009.

‘Our entire audience is on Snapchat now—it’s the most reactive social network that we have. You can just see the impact on Snapchat and feel it right away right now. People are so deep into Snapchat and reacting to it.'”

While Snapchat requires more hands-on engagement from brands, it’s precisely that hands-on quality that makes it an effective platform.

#food #snapchat #instagram

 

FOX NEWS DELIVERS FACEBOOK ENGAGEMENT

For years, the highly engaged Fox News audience has made the site one of our best performers with digital ads. Readers on the site are hungry not only for news and information you’d expect, but also for high quality commercial fiction, especially thrillers. While Fox News is not the biggest media property, this engagement is translating to superlative response from the brand’s audience on Facebook:

“Fox News had nearly 120 million likes, shares and comments on its page in the first six months of the year, well ahead of digital natives including No. 2 NowThis (80 million interactions) and The Huffington Post (61 million). Mark Zuckerberg himself recently cited Fox News in defending Facebook against charges that it’s politically liberal, saying Fox ‘drives more interactions on its Facebook page than any other news outlet in the world. It’s not even close.’”

As the digital landscape evolves, Fox News continues to draw a passionate, curious audience that loves books. Click here to read the Digiday article. 

#foxnews #targeting #facebook

 

HOLD THE VIDEO

Columbia Journalism Review reports that social media’s influence on news consumption is growing. While there are more and more social conversations around news topics, the fact that the conversations are taking place on social networks means that Facebook and Twitter are becoming more dominant as brands for news and traditional brands such as The New York Times and The Guardian are  beginning to lose some of their traction with readers. One surprising bit of information from the study was the continuing importance of text to news consumers despite the rise of video:

“Platforms and publishers alike have been pouring money into video sharing, such as Facebook Live. One Facebook executive even predicted last week that in the next five years video will replace the written word. But the report suggests that many news consumers are resistant to watching video because it is faster to read an article, and because of the ads that often precede videos.”

http://www.cjr.org/analysis/reuters_report.php

#social #video

 

Photo (c) Martha Otis

Next to Now: Fresh Tips for Book Advertisers

TO STRIVE, TO SEEK, TO SHARE, BUT NOT TO READ

Click Z reports on a study that reveals that most shared items are never read:

“In news that will embolden some, depress others and possibly surprise nobody, a new study by computer scientists at Columbia University and the French National Institute reveals that 59% of links shared on social media have never actually been clicked.”

At least for advertising purposes, web sharing still shows an increased level of engagement. But it’s not necessarily as complete a transaction of enthusiasm as we would like. The ClickZ article does a good job of going in depth into engagement numbers across several platforms and reveals why huge follower counts are often inversely proportional to click through rate. So we really do think you should click on this link and read it!

#social #sharingiscaring #butnotnessarilyreading

REDDIT IS BUILDING SAFE (WELL, SAFER) TOOLS FOR ADVERTISERS

Reddit comment streams have been difficult waters for advertisers to navigate, since the flow of talk can turn negative very quickly. Recently, Reddit has been working on some advertiser-friendly tools that are encouraging big brands to start exploring, gingerly, paid ads on some of the site’s threads. Adweek reports:

“In March, Reddit poached Google engineer Toby Segaran to build out an ad-tech platform. In his first three months, Segaran has launched programmatic buying and a search-based targeting tool akin to Google’s AdWords that lets marketers zero in on chatter surrounding specific keywords. Given the site’s volatile nature, there are also some clever workarounds with Reddit’s technology that avoid negative chatter altogether in subreddits.”

#reddit

TWITTER OFFERS MORE VIDEO DATA FOR ADVERTISERS

Starting this week, Twitter is offering increased engagement metrics for all advertisers that use their Amplify program. The announcement is part of Twitter’s recent overall emphasis on video advertising:

“Twitter and video company Innovid have announced a partnership that gives Amplify advertisers—Twitter’s premium offering that runs preroll ads before video clips from 300 media partners including AOL, BuzzFeed and ESPN—viewability stats and numbers about who is watching their ads. Amplify is a revenue-sharing program that splits ad money between content creators and Twitter.”

#twitter #video

CUSTOM PODCASTING

As podcasting continues to grow with the success of shows like Reply All, Death Sex and Money, and Serial, some podcasting media groups are starting to create stand-alone podcasts for brands. While we continue to believe in the benefits of advertising on podcasts with existing highly engaged audiences, it is worth considering a custom podcast to help boost a book series with an established brand to help grow its dedicated audience.

#podcasting

INSTAGRAM IS GETTING MORE FEMALE

A chart released by eMarketer shows that Instagram’s proportion of female users has been growing since 2014 and is set to continue to grow in the near future:

instagram userseMarketer comments:

“More than one in four people in the US will use Instagram regularly this year, making it the second most popular social network in the country after Facebook. According to recent research, women are more active than men on Instagram and prefer the platform more than other social networks for engaging with brand content.”

Since the book buyers are predominantly female, that makes Instagram a player to watch for book advertising going forward. The link to the eMarketer article works for subscribers only. 

#instagram #targeting

 

photo at Union Square Market (c) Martha Otis

Next to Now: Things Are Looking Up

What’s the cause for optimism? Our latest readings on advertising and what it means for book publishers. The links below point to new intelligence on fresh data, smart research, inspiring creative, reader-centric design, and the potential for real world impact.

 

SNAPCHATS WANTS YOU TO AMP UP THE AUDIO

In a reminder that different platforms call for different standards, Snapchat is telling its video creators to pay close attention to the audio. This is in direct contrast with Facebook’s recommendation to create video that works without sound at all. They’re different platforms with different audiences and content expectations, so it makes sense to create different video for both. If you want to compare the platforms though, Snapchat says a recent study with MediaScience gives them an edge over TV, Facebook, Instagram and YouTube. According to AdWeek,

“The study encompassed biometric testing to capture emotional responses, as well as eye-tracking and exit surveys . . . Snapchat says its ads garnered twice the visual attention of Facebook, 1.5 times more than Instagram and 1.3 times better than YouTube. When compared to those platforms and TV, Snapchat claims that its ads generated greater emotional response and twice as much purchase intent.”

#snapchat #social #video

 

BEN EVANS THINKS THROUGH MOBILE

In a recent blog post, Ben Evans does some smart thinking through the issues around mobile video and the problems of trying to compare TV ads with Facebook video plays with Snapchat Stories. They’re different animals with different metrics. Bonus video: Lyrical School puts it all in context for you with Run and Run.

#mobile #video #TV #facebook #runandrun

 

WHAT ADVERTISERS NEED TO KNOW

R/GA boils down Mary Meeker’s epic deck to the slides brand advertisers need to focus on. Here’s our boil-down of R/GA’s boil-down for book advertisers:

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#data

 

PANDORA REDESIGN

With over 1,000 different audience segments to use for targeting, Pandora has been one of our strongest ad partners in recent years. We are pleased to note that their redesign improves on their strengths. AdWeek notes:

“The streaming-music service is introducing responsive mobile display ads that automatically adjust to a phone’s screen size and that live in the square space housing album art. The format, which also applies to images that accompany audio ads and first impression takeover ads, is a move away from pop-up ads. A second major update for the app is the introduction of muted video ads, which will allow advertisers to serve promos within a responsive display unit that can be unmuted and watched in full-screen view.”

Other aspects of the redesigns go even farther to allow users some choice over the ads they see by allowing users to swipe right to dismiss ads. Anything that enhances the user experience is good news for book advertisers.

#streaming #pandora

 

MORE ON PANDORA TARGETING

AdExchanger has more on the new units in this interview with Pandora’s group product manager Eric Hoppe.

#streaming #pandora #data

 

IS IT OVER? DID FACEBOOK AND GOOGLE WIN?

No, but it can feel that way, especially after reading the New York Times piece that suggests Google and Facebook take up 85% of total US ad revenue. This article from April suddenly popped up in our feed this week with comments and criticism from The Motley Fool, AdWeek, IAB, Business Insider and more. As mammoth as the two platforms are, it’s unlikely that 85% number is accurate. And while book publishing is certainly not representative of the larger advertising market, it’s worth noting that Google and Facebook advertising products are nowhere near 85% of what we run at Verso.

#facebook #google

 

PINTEREST MEASURES REAL WORLD IMPACT OF PROMOTED PINS

Pinterest studied the effect of Promoted Pins on real-world store purchases:

“The study found that Promoted Pins drive 5-times more incremental in-store sales per impression when compared to other campaigns measured by Oracle Data Cloud, which include social media platforms as well as programmatic vendors and publisher websites, said Jon Kaplan, head of global sales at Pinterest.”

#pinterest #realworld

 

Photo (c) Martha Otis

Next to Now: May 20, 2016

WHITHER PODCASTS

This New York Times article explores how podcasts are expanding beyond Apple’s original vision, and asks what that means for the future of podcasts—especially in the face of real competition from the likes of Spotify and Amazon’s Audible. The market continues to expand:

“By last year, at least 46 million Americans listened to podcasts each month. This year, that number will reach 57 million, according to a survey by Edison Research.”

#podcasts #apple

 

WITHER VINE

Video darling Vine has seen a major decline as more than 50% of major influencers have left the platform. Facebook live is ascendant.

#vine #video #live

 

SILENT VIDEO

Video marketers pay heed: 85% of Facebook video is watched with the sound off. That should help with the audio line on the production budget at least.

#video #facebook

 

SIGNS THAT SNAPCHAT ADS ABOUT TO EXPAND

Digiday reports that Snapchat is developing a curatorial algorithm that will function to determine the content users “want” to see.  Whether or not this is good news for the users is an open question, but it undoubtedly means that Snapchat is developing new advertising projects. None of this is a surprise.

#snapchat

 

Next to Now: 2016 BEA Edition

While the book world bustles about Chicago during 2016 BEA, the world of advertising has been busy talking about the marketing funnel, YouTube best practices, marketing intelligently to smart women, and more.

THE MARKETING FUNNEL IS NOT DEAD

A while back we pointed to an opinion piece that argued that the marketing funnel is dead and has been replace instead by marketing pinball. In fairness, we’re now pointing to Sam Bridger’s opinion piece that argues that the funnel is very much alive. In the piece that inspired Sam Bridger, Mark Ritson argues that marketing pinball mistakes tactics for strategy

“The error that Mr John makes is looking at the tactical resources that he uses to traverse the various steps in the buying process, rather than the journey itself. Clearly today’s consumer is availed with a whole set of resources and influences unimaginable a decade ago. But that is not the point of the sales funnel, which charts the consumer journey, not the tactical attempts of brands to influence it.”

While “marketing pinball” is a metaphor that continues to feel closer to our experience of today’s marketing environment, and we don’t think one metaphor is necessarily a refutation of the other—they’re both metaphors with the full range of accuracy and fuzziness that metaphors deliver—it’s worth heeding the arguments of a couple old pros.(via @FishFood)

#tactics #strategy #marketingfunnel #marketingpinball

 

DO WOMEN PREFER GENDER-NEUTRAL LANGUAGE IN MARKETING?

In a study on marketing to women, eMarketer reports that 74% of women would rather receive gender-neutral marketing messages. This was true across all age groups. But when it comes to “likes” and follows, younger women are more likely to engage than older women:  

“Female users ages 18 to 29, however, were a bit more likely to follow brands on social media and sign up for email marketing newsletters compared to older female respondents.”

#women

 

HEARST TARGETS PRINT SUBSCRIBERS DIGITALLY

Print subscribers are some of the most engaged readers around, so we are excited by Hearst’s announcement that they can now target print subscribers digitally:

“When someone fills out a subscription form online, that data is loaded up into Hearst’s system and attributes like age, ethnicity and household income from third-party data are tacked on. Hearst can then target those readers across its online sites.”

The buy-in is too steep for book publishers right now, but we look for that minimum buy comes down.

#data #print

 

EMAIL EFFECTIVENESS

According to the Relevancy Group, US marketing executives believe that email alone drives the same amount of revenue as their social media, website and web display ad efforts combined.

#email #backtoschool

 

STILL TRYING TO SOLVE FOR CTR

Since the Dawn of Time (or at least the dawn of the first Web ad), human beings have been striving to find a decent alternative measurement to the justifiably beleaguered click-through rate. Now, a new group of digital publishers have banded together to explore the latest alternative: time-based sales. We wish them god-speed.  

#deathtotheCTR #data

 

HEARST UPS THE POP-UPS ON SNAPCHAT

Hearst announces that they will be running more pop up events on Snapchat after their success around prom themed Discover posts. Snapchat is making a serious run for live event marketing against incumbant powers Twitter, Facebook and Instagram.  

#snapchat #twitter

 

WHAT’S THE IDEAL LENGTH OF A YOUTUBE VIDEO?

While studies of TV ads show :15 spots more effective than :30s (and at half the cost!), some studies show that YouTube videos as long as three minutes are making a serious impression. YouTube’s take-away? “Go short or go long.”

#youtube #video

 

YOUTUBE MAKES THE CASE FOR ITSELF

And it’s a good one: YouTube reaches more 18-49 year-olds than any broadcast or cable TV network; 91% of YouTube impressions are viewable compared to the 54% industry average (also: this is buy definition since YouTube is sold on a cost per view basis); 8 of the top 10 most influential celebrities according to U.S. teens are YouTube stars; 100% growth in time spent watching YouTube on TV.

#youtube #video

 

YOUTUBE MAKES A CASE FOR EMPOWERING ADVERTISING

YouTube’s Susan Wojicki makes the case that ads that make women feel empowered make a significantly bigger impact for the advertiser:

“Women ages 18-34 are twice as likely to think highly of a brand that made an empowering ad.”

#video #women

 

SHEKNOWS PROMOTES ITS FEMINIST AUDIENCE

In the NewFronts, SheKnows makes a similar point to YouTube—if by empowerment you think of the word “feminism” (and we do). Adweek reports on the first Digital Content NewFronts presentation from Sheknows:

“SheKnows played up its research to back up a number of feminist-minded online classes and original videos. To help marketers first get a grip on its audience, the women’s media company shared data from 1,622 online participants who answered questions about how they define feminism. Overall, 46 percent of women identified as a feminist. Another 32 percent weren’t sure or said it depends and 22 percent of women don’t consider themselves a feminist.”

#politics #feminism #targeting

 

NEWSFRONTS PUSH INTEGRATED CONTENT

A recent article in the New York Times has good insight into the recent push for integrated content. While the examples in this piece are too rich for any book publishing budgets, it’s an indicator of an overall trend we’re watching closely and taking advantage of wherever budgets allow.

#native #video

 

TOMS TAPS VR

The “buy one, give one” message has always been an integral part of Toms sales strategy; so it’s a smart move to use the immersive storytelling experience of VR to tell the stories of the people who receive the donated shoes.

#sales #compassion #vr

Next to Now: The future is always unfinished

THE RISE OF THE MICROINFLUENCERS

Bigger is not always better when it comes to influencer marketing:

“For unpaid posts, Instagram influencers with fewer than 1,000 followers have a like rate of about 8 percent, while those with 1,000 to 10,000 followers have a like rate of 4 percent.”

That’s good news for book publishers and any advertiser whose budget is more micro than mega.

#targeting #instagram

 

NEW MEDIA TARGETING

Hulu’s SVP of Sales makes a good point in Adweek (caveat emptor: he’s a sales guy, so he’s trying to sell you something). It’s good to know how a site indexes for the target audience, what the most popular content is, etc., but . . .

“. . . those questions and answers come from yesterday’s play book. Hulu’s median age really doesn’t matter. What matters is that we can pinpoint any age group advertisers are trying to reach. It doesn’t matter how we index against millennials or any other audience segment. Why bother with indices? What matters is that we can deliver 100 percent of an advertiser’s target segment. And while popularity of programing is directionally interesting, what’s more interesting is the ability to buy against both heavily streamed shows and shows that are heavily viewed by your target audience.”

In the new media reality, the question becomes: where can we put our ad so it’s served to 100% of the audience and content adjacencies that are right for our book.  

#video #targeting

 

EXPERIMENTS IN OUTDOOR

Hubspot highlights seven interactive outdoor campaigns that caught their eye. We’ve noticed a couple of these on Next to Now over the past year — including the Women’s Aid poster in London — but it’s good to look at them in one place and remember how outdoor is changing thanks to digital innovation.  

#outdoor

 

YOUTUBE MOBILE

More stats from Google that will remind you why you don’t have to make broadcast TV spots any more, including the fact that YouTube reaches more 18-49 year olds on mobile alone  than any broadcast or cable TV network. 

#mobile #video #youtube

 

ADBLOCKOPLYPSE NBD

According to Mashable, fear of mobile ad blocking (FOMAB) outstripped the reality. The mobile ad business continues to do well. But it does look like the scare has helped publishers of all stripes take user experience a little more seriously; if so, then maybe it was a good thing.   

#adblocking

 

Today's image is Cy Twombley's "Untitled I-VI (Green Paintings)" Series on view in the "Unfinished" show currently up at the Met Breur

Next to Now: On Streaming, Targeting, and Cheating

 

 

NATIVE AD PERFORMANCE

Commenting on a study of native advertising click-through rates, Media Post is surprised to see that native ads do better on mobile. We are not. Mobile remains the best platform for high engagement—and not just because of mistaken clicks:

“The research found that click-through rates (CTR) for premium native ads were highest on smartphones, at 0.38% in 2015, while tablets saw an average CTR of 0.33%. Native ads on desktop computers saw CTR rates of 0.16%.”

#native #mobile

 

SNAPSHOT: SPOTIFY LISTENERS

72% of Spotify listeners are Millennials, and they’re listening mostly in the afternoon. Here’s a link to Adweek’s infographic on the Spotify audience and its listening habits.

#streaming #spotify

 

GENIUS STEALS?

Creatives should have their eyes and ears wide open, looking everywhere for inspiration, including Reddit. Just remember, that if you’re using someone else’s idea (especially when you use it word-for-word), you should pay them. Ask Axe.

#creative

 

DEMOGRAPHICS ARE NOT A BLUNT INSTRUMENT

A little reminder from Google that easy assumptions about demographics—such as, “only men are interested in video games” or “only people with babies in the house buy baby products”—are often overturned when you look at the data.  

#data #demographics #targeting

 

FACEBOOK LIVESTREAM COMMERCIALS

Digiday reports that Facebook is testing commercials in their live stream.

#facebook #livestream #video

Next to Now: Communication

This week, the news was all about communication: innovations in messaging, email rates, attention spans and more.

 

F8 INTRODUCES SPONSORED MESSAGES

Facebook’s F8 conference introduced their latest updates to messaging—now including sponsored messages. The announcement marks a significant opportunity for paid advertising in the U.S. messaging business.

#messaging

FACEBOOK SHARING IS DOWN

One reason Facebook is going all-in with their messaging app is that overall sharing on their regular Facebook platform is down. According to the website, The Information:

Screen Shot 2016-04-15 at 10.04.05 AM

#facebook

 

EMAIL CLICK THROUGH RATES DECLINE

While email  remains one of our most powerful tools for marketing and advertising, the overall click-through averages are declining:

“North American email engagement fell again in Q4 on a year-over-year basis, reports Epsilon in its latest quarterly analysis of clients’ email activity. The click-through rate of 3.2% was down from 4% during the year-earlier period and from 4.4% in Q4 2013, maintaining this metric’s gradual descent. Meanwhile, the average open rate stood at 30.6% in Q4 2015, down from 32.2% in Q4 2014.”

#email

 

DO YOU KNOW YOUR AUDIENCE’S ATTENTION SPAN?

A new study suggests that millennials prefer very, very short videos (as in ten seconds or less) while older generations prefer slightly longer videos (but not tooooo long: just thirty seconds).

#video

Next to Now: The News from SXSWi, Influencer Marketing & More

Spring 2016 unfolds with exciting new marketing platforms, a digital shout-out for an old but effective ad platform, new developments in looking at what readers want and more . . .

 

 

SXSW INTERACTIVE

Adweek points to the hot topics at the recently concluded SXSWi, and they’re not a surprise, but they do underscore areas all marketers need to be aware of as they develop on the near horizon: Messaging, VR, Snapchat.

#messaging #vr #snapchat

 

MICRO-INFLUENCERS FTW

Gnack, a start-up announced at SXSW is experimenting with ways to make labor-intensive influencer marketing work on a programmatic platform. They’re starting with micro-influencers, those with no more than 10,000 followers—the kinds of influencers, that is, that are more friendly to book budgets.

#influencer #programmatic

 

APPLE’S ENTRY INTO NATIVE ADS

Apple News is developing a native ad product, worth watching for:

Apple News will be updated as part of the latest version of iOS, expected to be released next week. Eddy Cue, the Apple executive in charge of online services, told The Wall Street Journal that 40 million people had used the Apple News app in January.”

#apple #news #native

 

HERE COMES THE READER DATA! BUT WHICH READERS?

Everyone in publishing wants to get data on how people read—at least to get information as good as what Amazon and Apple have via Kindle and iBooks. For that reason we applaud Jellybooks’ efforts to democratize this data and read the New York Times article on their presentation at DBW with interest. But there are big limitations with the data collected here. Jellybooks only counts readers reading on special e-readers, who have sought out the Jellybooks platform, read whatever few e-books are available there, and then agree to share the specifics of their reading habits for that particular book. This is a very different kind of person from the avid book buyer who buys, reads, and buys more copies, often in print.

#data #readers

 

VIDEO HABITS OF MILLENNIALS

An infographic on Adweek provides great insight into the video watching habits of millennials (as well as which video ads are OK with them, and which are not). Top three video watching sources are YouTube (85%), Netflix (66%), and Facebook (53%).

#video #millennials

 

IN PRAISE OF THE BILLBOARD

From Digiday, a little rant in favor of the ultimate non-digital advertising product:  

“These days, billboards are viewed as, mostly, for local businesses only. Bull. Brands, if you took just a small part of your worthless social media budget and put up one billboard in a high-visibility spot, you’d see some big-ass ROI in awareness and sales.”

#outdoor

TARGETING

Ad targeting that relies on user profiling makes many users uncomfortable, and not just tinfoil-hatted privacy advocates. But it turns out that people also hate seeing ads that aren’t right for them. The younger the user the more s/he is likely to expect ads that are better targeted.

#targeting

 

 

Next to Now: Feb. 19 Edition

ARE CONSUMERS STARTING TO VALUE NON-DIGITAL EXPERIENCES?

Yes. We’ve seen it in the plateauing of ebooks and the continued strength of print books. Now, other media are seeing it too (even marketing people at mobile companies!):

“‘We’re seeing that people really love their phones, but many are craving a digital detox,’ explains Meredith Vincent, executive advertising director at AT&T Mobility.”

In book marketing, we should always remember the reasons our customers value books.

#nondigitalplug

 

DIGITAL STUDY SUGGESTS PEOPLE WANT DIGITAL ADS TO BE MORE LIKE PRINT

An article on niemanlab.org points to a Swedish study that suggest that intrusive ad forms—such as video, interstitials and rich media—are so disliked that CTR is negatively correlated to an ad’s effectiveness:

“The study revealed that the most effective of these formats was the static image. Static banner ads had the greatest effect on a reader’s preference for a brand and intent to purchase the item advertised — and those are among the categories that matter most to advertisers who, at the end of the day, want to sell something.”

The research team discovers that a “good” ad is a relevant one. That’s the goal: An informative static ad that does not get in the way of what you’re looking for, but offers relevant information you can choose to follow up on.

#adtech

 

SEARCH ADS DECLINE WHILE DISPLAY SPACE STAYS STRONG

The effectiveness of pay per click search advertising is diminishing, but the realm of display advertising is growing in strength. In ClickZ’s report from Connect conference:

WordStream’s @larrykim: 95% of time online is spent consuming content but just 5% searching for it.

#display #search

 

INSTAGRAM PUSHES MORE VIDEO ADS

In the announcement that they will start counting video views, Instagram also says that, like Facebook, three seconds of view-time will count toward a view. The question is are these views more valuable than a Vine, where videos play instantly, or is three seconds still too little to count even if it’s user-initiated.

#video

 

DIGITAL AD SALES ARE UP REVENUES ARE DOWN

An article at Columbia Journalism Review, looks at the struggles of media platforms that rely on digital ad spending for their bottom line, even as they’re growing:

“And yet growth can have its downsides. Even as digital ad spending climbs, flooding into video and expected to surpass TV, it’s also pressure on media sellers to lower their prices, leading to what some experts are calling, “digital deflation,” and an overall slowdown in the ad spending market, The New York Times reported.

#digitalad

 

The image in this post is a photograph of the Robert Ryman show at Dia's Chelsea Gallery, looking in at one of the galleries from the entrance hall.