Tag Archives: iab

Next to Now for October 28


YouTube is getting longer term views. The average viewing session on YouTube is now 40 minutes. That data point comes from a Google post about winning the customer over before s/he enters the store. While it’s written for larger brand advertisers—make-up, CPG, and cars—there are good takeaways for book advertising from the post.

#youtube #video #streaming



This isn’t advertising, but it’s such a rich analysis of book trends that anyone who loves books and data will find it irresistible: Acclaimed novelist Emily St. John Mandel writes a clever and nuanced post for Five Thirty Eight on publishing’s recent obsession with using the word “Girl” in titles. She looks at how many of the eponymous girls are actually girls (and how many are women), how many are written by women, how many are missing or lost or undead, and reports that we not yet reached peak “Girl”:





There has been a fair amount of press on how brands are starting to use bots to buy pizza, call an Uber, or book a flight, and a good bit more about the potential for new advertising platforms using bots on messaging apps like Kik and What’s App. Now, an article in Marketing Land points out new bots that help you measure advertising campaigns by integrating directly with such platforms as Facebook and Google or with existing third party servers such as Media Math and Sizmek.

#bots #AI #metrics



Once upon a time, the IAB tried to tame the Wild West of internet advertising by introducing three standard units that would work across most sites: 300×250, 728×90, and 160×600. For a few years, all was well in advertisingland. But the advent of tablets and the new dominance of mobile devices soon began to mean more and more sizes. Then the native ad boom kicked in and things got wilder than ever—to the point where a single campaign can require more than ten different size ads, each with its own maximum file size, preferred file type, and timing. Even the IAB can see that it’s time to revisit the standard unit. If you want a say in what ad sizes are next, the public comment period is now open. 

#iab #standard



On the other hand, an article on Digiday looks into the proliferation of custom units on such sites as the New York Times and Quartz, and wonders if the days of the standard banner are truly numbered. There’s a tension between the custom banners that perform better than the standard units, and the need for standard units to function with programmatic platforms.

#custom #iab




Fall tree photo (c) 2016 Martha Otis

Next to Now for August 4

The tomatoes are plentiful and perfectly ripe at the Union Square Greenmarket and the Olympics are set to start in Rio. It’s peak summertime and a terrific moment to think about great books, passionate readers, and finding new ways to connect them.


A recent Atlantic article on book readers looks at recent Pew data and finds both good news and bad: The bad news is that the number of American who opened a book last year (any book: paper, e-book, audio) declined . . . again. The good news is that the number of kids who read for pleasure has stopped declining and more American than ever are going to college. Book buyers correlation to education is very strong. It’s interesting to note that while education strongly correlates to numbers of books read, HHI above $50k a year is in the same ballpark for books read as HHI above $75k/year.

#readers #data #demos #HHI #education



In this New York Times article on Verizon’s purchase of Yahoo, Tim Armstrong, head of Verizon’s AOL unit, points out that the long-term advertising landscape does not have to be entirely owned by Google and Facebook. The article is a good overview of why Verizon’s been on a buying spree recently, and how their purchases line up with their efforts to become a viable third option for advertisers.  It’s also good on the potential conflicts of interest and privacy concerns that could have the FCC putting breaks on any effort to combine mobile, Web, and broadband user tracking. Watch this space.

#verizon #advertising #data



The United States Olympic Committee has put non-sponsors on notice that only approved USOC sponsors can use the “official” hashtags #Rio2016 and #TeamUSA. This is patently ridiculous and shows how the old “lock-it-down” marketing mentality is persisting even in new open social channels. If you want to participate in crowd-sourcing your message and communicating on open social channels brands (including the USOC) have to relax their commitment to “owning” 100% of the conversation. There’s no other way to have a conversation unless you want to take the world back to the U.S.S.R.  If you want to own the message, that’s perfectly understandable, but then you have to restrict your participation to the kind of marketing channels that let you have a one-way conversation with your audience. The Olympics are theoretically an event that’s about global openness and free competition. To try to reshape your message of the event with old-fashioned legal bullying is anti-Olympic, anti-American, and bad marketing.

#soapbox #olympics #social  #Rio2016 #TeamUSA



The IAB has released a study that shows how advertisers can win back the 26% of users who have turned on ad blocking. Not only are these users open to turning off ad blockers, the path to encouraging them to do so is simple to follow:

“Respondents who use ad blockers stated that the adoption of the LEAN principles (Light, Encrypted, AdChoice supported, and Non-invasive ads), which address a number of the tactics outlined above, would have the greatest influence in getting them to turn off ad blockers. For instance, results showed that men ages 18-34, who are the main ad blocking demographic on desktops, are also the group most inclined to turn off blocking if sites adhere to LEAN.”

Here’s Digiday’s detailed and helpful report on the study. The message is clear for advertisers: deliver ads that are contextually relevant, respectful of users, and fully transparent. These are principles Verso has believed in from the founding of our agency, and they remain best practices for advertising now.

#adblocking #iab



Instagram is feeling the heat from Snapchat. To combat the rising new social platform, Instagram has just introduced “Disappearing Stories” Now you can post an image to Instagram that will disappear after twenty-four hours, a direct crib from their competitor Snapchat. eMarketer has an article about the new program:

“’The temporary nature of Stories—on Snapchat and now Instagram—is just part of their appeal,’ said eMarketer senior analyst Cathy Boyle. ‘The way the short video clips and images are strung together chronologically over the course of a day allows users to step into the lives of their friends, a few seconds at a time. The visual and near-real-time nature of Stories makes it a compelling way for friends to connect, not to mention another way for advertisers to engage mobile users.’”

#snapchat #instagram


Tomatoes at the Union Square Greenmarket photo 2016 (c) Martha Otis