Archive for Roy de Souza

Clever Video Ads That Pull Heartstrings

Posted by Roy de Souza on February 5th, 2015 at 6:29 am

In today's fast-paced world, advertising on the Internet has become a necessity for all businesses. More and more people are using the Internet not just for entertainment and news but to seek information before making decisions - right from searching for the best car deals to the perfect life partner. It's no secret that the Internet's growing reach allows advertisers to reach consumers who are skipping TV ads or texting their friends in the commercial breaks instead of watching the ads.
Little wonders that many ad networks have cropped up to sell online advertising. A few networks use "premium" tag to get business out of agencies and advertisers. But in reality ad networks just sell small old banner ads. These are too small to show a powerful message and most are never seen by the TG. Far from premium - they are ineffective and not exciting to clients.
A majority of the agencies now feel that most ad networks are low end and sell the same undifferentiated ineffective banner ads. The humble banner isn't dead yet, but it could certainly be soon. On the other hand, advertising through exciting online video ad formats is hot and only getting hotter. According to Cisco,... Read more

Programmatic Direct Beats RTB for Brands

Posted by Roy de Souza on January 12th, 2015 at 10:23 am

Why is programmatic direct better for advertisers than just being content with RTB?  RTB took over quickly because it saved media buyers both money and time. RealTime Bidding gives marketers the opportunity to look at hundreds of billions of impressions a minute, and bid only on what they think is relevant to them. The use of demand side platforms (DSPs) can make advertisers more selective about their ad spending and change bids in an instant, alter their buys or entire campaigns on the fly and take advantage of opportunities to reach the same customer in different locations or at different times of day so their ads are actually in a context the consumer finds useful.
With real time bidding an advertiser can also retarget a customer quickly, which sometimes enhances the value of a campaign. It’s all a question of speed. Because every marketer can access so many impressions, display retargeting is low-hanging fruit.  Not only does this improve effectiveness, it lowers costs. If a consumer doesn’t click, she can be removed from the advertiser’s list of potential customers. And because exchanges do the job of aggregating customers, they offer the advertiser a form of “one-stop shopping” for the right target
The... Read more

Will Facebook Beat Google for Ad Dollars?

Posted by Roy de Souza on October 9th, 2014 at 2:11 pm

Once Facebook realized that it was a large publisher of user-generated content rather than merely a directory for college students, it set about figuring out how to win on all sides of the advertising business rather than be content merely to sell ads on its own  site. In the past several months, with the release of both Audience Network, its mobile ad network, and Atlas, it's targeting platform, Facebook is demonstrating how serious it is about winning at the advertising game. Facebook ads, which used to be quite affordable, have risen 123% in price this year.
While few will remember the short-lived Beacon ads that infuriated users in the early days, no one can escape the current presence of ads in the newsfeed (although astute users are able to tell the social network which ads they don't want to see). But the company is well aware that too many ads in a user's feed will make the service less valuable users rather than more. So how to maximize advertising revenues without angering your users?  One way is to raise your ad prices, as the site has already done. But another way is to roll out a mobile ad network, targeting app downloads... Read more

Will Infinite Scrolling and Lazy Loading Help Publishers?

Posted by Roy de Souza on September 18th, 2014 at 9:45 am

If there’s anything that can convince you that times are changing –again–in the online advertising business, it’s the relatively new practice of “lazy loading” pages. Unless you’re deep in the weeds of the business, you may not even know what this term means, but it is a new way to make pages load faster, and ironically may also be a way to make ads more visible.
In the old days of web design, the job of a good browser was to load an entire web page at one time, no matter how many outside calls and redirects the server has to make, as quickly as possible. Even if the user isn’t on that part of the page, the browser would load it anyway. That’s why everyone demanded to be above the fold.
But web design has changed. Now there’s just in time loading, or “lazy loading,”  a relatively new method of web design that renders the page on an as-needed basis,  only when a user is scrolling down to that piece of content.
Lazy loading pages are perfect for our InView Slider formats, which work especially well on web pages that are designed for infinite scrolling (which most new high traffic sites favor.)The content... Read more

Help Advertisers Find Audiences with Viewable Impressions

Posted by Roy de Souza on July 8th, 2014 at 9:26 am

Advertising has always been a cyclical and tenuous business. The venerable department store magnate John Wanamaker, whom no one even remembers any longer, once said “I know half my advertising is wasted; I just don’t know which half.”  If there’s a blip in the market, advertising is always the first thing to go, and that’s why Madison Avenue is so competitive and littered with Type-A corpses.
What is different now from in Wanamaker’s time is the number of businesses  based on advertising as a business model, as though it can support an infinite number of publishers. Even Google had to diversify. They can’t ALL continue to exist. Before  the internet, we had far fewer publishers than we have now. Some just had to go. Like job opportunities in a downturn, advertising never goes away entirely, but it does shrink.
Advertisers are now choosing among a larger group of publishers, some of whom represent completely new concepts of content and new demographics. So what happens? If you’re a legacy publisher with advertising as a business model, one thing you can do is lower your rates, cut your burn.  Even the New York Times has had to do all this and more.   But there’s something else you can do: you can help advertisers find their... Read more