“The micro-media app says it bought billboard space everywhere from Nice airport to the Palais.”
“We’re trying to move away from Facebook as fast as we can.”
“Around 11 percent of internet users were running an ad blocker.”
“If you ‘follow the money,’ Auletta writes, you’ll understand the importance of advertising and the significance of the threats against it, and maybe value it more, or at least disdain it less.” High praise indeed!
“Facebook allowed housing advertisers to block users from seeing their ads if those users had a black, Latino or Asian-American ‘affinity.’”
Beware of the “Yellow Icon” that indicates a “de-monetized” video.
“In November, Mars Inc., Adidas and Deutsche Bank all said they would halt advertising on YouTube [due to their ads appearing against truly reprehensible content.]”
Addressing this has its costs. “For every YouTuber who hit it big and now makes money selling books, make-up or TV shows, there are dozens more creators who eke out a living advertisement by advertisement.”
Creators are at the mercy of algorithms (and, soon, 10,000 more humans) as advertisers insist on greater assurances of controversy-free content.
Depending on your campaign scale and content, you might want to consider what kinds of properties to include on your blacklist. The dangers are not limited to YouTube.
Retargeting, privacy, and more in Marketing Land’s predictions.
“The US has essentially opened the floodgates on user data.”
An opportunity for community book stores, and a loss for many who have no access to one.
“These streets look as if an overpowering recession had hit, but the unemployment rate in Wisconsin fell this year to a 17-year low. Mequon is especially affluent: Its household income is double the national average. This is Amazon Prime territory.”
As above with retail, so below with advertising. Amazon is challenging Google and Facebook by diversifying its offerings
Currently it has only about 2% of the market against their combined 70% but it also has your wish list. “Amazon showed some willingness to share more user data than Google and Facebook have traditionally — if the advertising budget was big enough.”
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.”
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.
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 …
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?
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:
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.
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.
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.”
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.
Going to Digital Book World? Verso’s Tom Thompson will be speaking 3-3:50PM on Thursday, January 15 on “Strategies for Digital Advertising and Managing Paid Media Campaigns” with paid media experts from Penguin Random House, Scholastic, and Hachette.
September 3, 2014
New York, New York
For immediate release
Verso Advertising, Inc., a New York-based full service advertising agency specializing in the publishing industry, announces today that Martha Otis, Senior Vice President, Advertising, of Hachette Book Group, will be joining Verso Advertising as President on October 1, 2014.
Otis has been at Hachette (formerly Time Warner Trade Publishing) since 1994, managing a 30-person in-house advertising agency, where she handled all media-buying, creative, and execution for thousands of ads and almost 2,000 New York Times bestsellers, including nearly 350 New York Times #1 bestsellers. Prior to Hachette, Otis served as Vice President, Advertising and Promotion for the Simon & Schuster trade group.
Denise Berthiaume, President and owner of Verso Advertising, will relinquish day-to-day management responsibilities for the agency to become Chairman and owner as of October 1st.
Michael Kazan, Vice President and Managing Director, will be retiring from Verso after ten years with the agency. During his tenure at Verso, Kazan has had a vibrant and decisive role in building the business to become the pre-eminent advertising agency serving the book publishing industry.
Says Berthiaume of the transition, “This is the perfect match of experience and drive to lead the agency to a whole new phase of growth. Martha brings with her more than 30 years of marketing and advertising experience, and a thorough understanding of the role advertising plays in breaking out new voices and taking bestselling brand names to a new level. She has played a critical role in the publishing of such major bestselling authors as James Patterson, Nicholas Sparks, David Baldacci, Joshua Ferris, David Sedaris, J.K. Rowling, Tom Wolfe, Donna Tartt, Kate Atkinson, Sebastian Junger, and many others. We can’t wait for Martha to join the Verso team, and we anticipate she will hit the ground running on October 1st.”
Founded in 1989, Verso Advertising has built its reputation on successfully helping publishers market their books. Led by veterans of the book advertising industry and complemented by a young, talented staff drawn primarily from publishing and the arts, the agency has a current client list of more than thirty trade and academic accounts, including some of the most distinguished names in publishing.
Verso Advertising is pleased to announce the next stage in the continuing evolution of our digital services. We are now offering all of our clients the benefits of a third party server for digital campaigns through a new agreement with AdSwerve, a provider of DoubleClick for Advertisers ad hosting and reporting. Continue reading