Monthly Archives: November 2016

Next to Now for November 23

Next to Now is thankful for . . .


Improvements in Mobile Ad Targeting

Nielsen reports that the ability to target specific demos on targeting has increased to 60% of mobile ad impressions (up from 49% a year ago). This indicates that post-Cookie targeting capabilities are improving.

#mobile #targeting


Facebook Working toward Measurement Transparency

Related: We’re also glad we never migrated to Atlas ad serving because they’re shutting it down. 



The End of Black Friday as a Stand-Alone Event

Let’s spread the wealth among a few days and stop the stampede.



Ad Agencies Waking Up to What People Are Really Aspiring To

Ad agencies rethink data and recruitment post-election. 



Snapchat Spectacles

Especially that they’ve opened a pop-up store near us in time for Christmas.




Next to Now for Nov 17

What’s the best way to use hashtags on every social network?

Facebook is not Twitter is not Instagram is not Snapchat. This Click Z post helps you craft your voice to the social network you use.



10 Creative Exercises That Are Better Than Brainstorming

Creativity is crucial to advertising (duh). But classic brainstorming methods don’t always bring out the best in your team. Especially if you have a good number of super creative introverts in the room (cf. Susan Cain’s Quiet). Hub Spot posted several good and different ways to generate new ideas.



LinkedIn Opens Up In-Mail Targeting

Combining LinkedIn’s targeted business readership with the power of email marketing makes the new in-mail targeting option a very interesting one for reaching the business audience.

#business #social


Facebook Continues to Reveal Problems with Its Reporting

Caveat emptor: campaign data is crucial if it’s accurate, but there remains a good amount of question about how accurate the numbers are. The most powerful companies in the world also have a worrying tendency to be walled gardens re: their data. “Just trust us” is not a line that should go very far with any responsible media buyer.

#facebook #data


Speaking of Facebook: Ads Are Coming to Messenger

We saw this coming. And despite our concerns about measurability (see above), we welcome ads that reach readers wherever they are—and a lot of people are using Messenger.

#facebook #messaging


Photo of this week's Union Square Subway Station post-election post-it wall (c) 2016 Martha Otis

Next to Now for November 4



They were supposed to be the next big thing in advertising: a kind of native advertising you could book and run programmatically. But the New York Times reports that those “Promoted Stories” style ads with rows of photos and links beneath articles are falling out of favor. While we’re fans of native advertising when it’s executed with an authentic voice, real content affinity, and true transparency, we’re not big fans of “native programmatic”—a concept that seems like an oxymoron at best. As readers continue to complain and high end website continue to notice how poorly click-bait headlines look on their pages, we expect to see less of this kind of advertising going forward.

#programmatic #native



OK, that headline is a little click-baity. Programmatic is livelier than ever, responsible for as much as 89% of overall banner ad  buying by some counts. The question is really: has the word “programmatic” out-lived its usefulness? This “Op-Ed” by 360i’s Kolin Kleveno argues that the term is being used so frequently that it’s becoming meaningless. He argues that the true use of the term should point to two factors in a campaign—data-driven and automated—but it’s being bandied about by every ad tech vendor under the sun. That said, even if we limit the term to those two factors,it doesn’t narrow usage down much these days. With everything from applying an optimization algorithm to running ads in emails only when they’re opened, what’s *not* data driven and automated?




Reddit, the online community of communities, is introducing a new ad option that lets advertisers target users by the groups they frequent most. As Reddit is a passionate community, this is a great way to target users by interest. Because many Reddit users are also outspokenly anti-advertising, the company is wisely providing an “opt-out” option for all users. No advertiser wants to launch their product in the face of someone who would likely turn around and trash the product, just because it’s being advertised to him or her.




A post on eMarketer suggests that listeners still turn to radio for music, followed by owned music, and then by streaming services such as Pandora and Spotify. While radio doesn’t offer the campaign metrics of streaming services, it remains a great way to reach a broad and engaged group of people.


#streaming #audio #radio



Instagram and Snapchat are the two most popular apps for Millennials and Gen Z. But how do they fare mano a mano? Adweek compares the two based on polling and finds that they’re neck and neck. Instagram doing a little bit better with ad recall, but Snapchat ahead by a nose in quality of features and perceived “coolness.”

#instagram #snapchat #millennials



In print. Just saying.

#slack #apple #microsoft #print



Columbia Journalism Review points to the massive decline in print ad revenue at major papers such as The Wall Street Journal—and how we’re seeing the real effects of those declines now.

#cjr #wsj #print


photo (c) 2016 Martha Otis