“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.’”
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.
No frame, all-image. (Potentially all-ad?) In the near future your phone may be composed entirely of a single, interactive screen. Possibly on both sides.
Educated, affluent readers who love reading prefer their quality, long-form journalism in print form, even if it means paying more. Or so hopes this web-only publication that is returning to print (partially).
Google looks at the mindset of leading marketers.
“Since 2014, Self’s single-copy sales dropped from 148,000 to 44,000. Circulation has dropped from just over 1.5 million to just under.
“Meanwhile, video viewership experienced triple digit growth compared to last year, according to Condé Nast. In September, Self.com broke previous traffic records with 5.3 million unique viewers, representing a 56% increase year-over-year.”
eMarketer’s survey of marketers suggests that 2017 will be the year more advertisers choose Instagram over Twitter:
“By 2017, the research firm forecasts, 74.2% of U.S. companies (or at least those with more than 100 employees) will use Instagram for marketing purposes — markedly more than the 66.2% that will be using Twitter.”
The case for using Snapchat to reach 18-24 year olds is clear:
That makes the platform a great place to experiment reaching this age group, but as this tale “from the trenches” of a recent Ben & Jerry’s geo-filter campaign shows, it’s not the place if you’re looking for flawless execution.
Digiday reports on the Snapchat campaign run by Birch Box: By using vanity urls, Birch Box was able to sell direct to its highly engaged Snapchat fan base and measure the results. It’s a model of a scrappy direct response campaign on an emerging platform.
MediaPost reports that advertisers and agency executives are looking to run more native advertising in 2017, with more going toward social (and more of social going to Facebook) than traditional sites such as NYTimes.com and BuzzFeed.
We’re not sure how consumers will feel about it, but Digiday reports that agencies love it:
“The company has been testing out a dedicated video tab inside its mobile app among a small group of users over the past year, as it aims to make video a more integral part of its mobile offering. The tab appears on its bottom menu alongside the notifications, timeline, marketplace and settings tabs, and opens up into a separate video hub, delivering a feed of live videos and other video content based on a user’s subscriptions or interests.
“For media analysts and media buyers, the dedicated video vertical firmly equips Facebook to grab more ad dollars from TV.”
Matt Heindl, director of social media at Razorfish, doesn’t think TV has anything to worry about in the near future, but Snapchat and YouTube? Yes, they might want to start to worry.
In a post on the continued growth of streaming music services such as Pandora and iHeartRadio, eMarketer reports that Pandora is the ninth most popular app of all, and the #1 most popular after various Facebook and Google apps. Here’s a chart that lists the top fifteen most popular apps according to comScore:
In the continued Pandora or Spotify debate, it’s worth noting Pandora’s dominance in the app category.
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.
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.
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.”
In print. Just saying.
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.
photo (c) 2016 Martha Otis
April 11, 2015
The rise of messaging: Big 4 messaging app users now equal big 4 social network users. #mobile
April 13, 2015
How the New York Times is becoming a mobile-first company according to Marc Frons, SVP, CIO NYT. (Via Benedict’s Newsletter No. 107) #mobile
90% of attendees at Coachella (600k people last year), use iPhones. Does this tell you more about iPhones or Coachella?(Via Benedict’s Newsletter No. 107) #mobile
“The Cost of Paying Attention.” Cluttered environments that leave people feeling anxious is neither good for the people we’re advertising to, nor is it good for the products we’re advertising. It’s worth heeding even if (especially because?) this guy is taking aim at the ads that our bread-and-butter. (Via “79 Theses…”) #metatech
April 14, 2015
The Metropolitan Museum of Art is producing a series of videos in which contemporary artists talk about a piece in the Met’s collection that holds resonance for them. The latest features Nayland Blake talking about a work from Mali: “So much of its meaning as a sculpture is bound up, not in what you can see on the outside, but what it contains within.” #art
April 15, 2015
Speaking of surveillance: Is this the location-based advertising we’ve been waiting for? Tracking not just where you’ve been on the Web, but where you’ve been in real-life. #mobile #targeting
Ray Ozzie on what the rise of messaging means for work flow is worth listening to (even if it’s real purpose is to serve up his new app, Talko) #metatech
The numbers on native mobile ads are (not surprisingly) good: “Research released in October 2014 by Polar showed higher clickthrough rates (CTRs) for native ads run on mobile compared with desktop in the US and UK. Average CTR for native placements on tablets was 0.28%, and smartphones were right behind at 0.27%. Meanwhile, CTR for desktop native ads was just 0.15%.” #native #mobile
April 16, 2015
Why it feels good to hear, read and watch stories, and why podcasts are particularly good at hooking us in. #podcasts
Playlist targeting comes to Spotify. Target readers of health books during their “Workout” playlist, cookbooks during their “Cooking” playlists, how-to readers during their “Cleaning” playlists, and more. #targeting
Business Insider’s shameless with the click bait, but for advertising people these “Best of 2014” digital campaigns are great inspiration. #inspiration