Global advertising is worth $438bn. That is a massive sum of money and as media becomes more digital, it is only going to increase. With such a huge amount of money at stake, you would think every penny would be accounted for in great detail. But that is not the case at the moment.
As we know, once the initial rounds of advertising takes place, the content then goes out into the ether. Up until recently, these adverts were lost in the great expanse of the internet. Yet as long as the number of views and impressions were in line with what was expected, not too many people have been worried about these finer details.
However, inevitably the money men are going to want some clarity on where advertising spend is going. Results are all well and good, but in an era of Sarbanes Oxley, transparency has never been more important for big corporates. Yet what they will find may well alarm them more than not knowing at all.
In just over the year that we have been running commercially in the UK, we have found around three to four per cent of adverts we monitor are appearing on client-defined inappropriate sites, like... Read more
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Hundreds of millions of online ads are ‘worthless’
Posted in Ad Networks, Ad Serving, Emerging Platforms, Media Planning & Buying, Web Analytics | 1 Comment »
Does location data matter? Not how you think it does.
By David Petersen, CEO, Sense Networks
Location-based mobile advertising, and its typical application of geo-fencing, is one of today’s hottest mobile marketing’s topics. However, the true power of location is often misunderstood. When it comes to driving ROI through mobile advertising, location often doesn’t matter – at least not in the way you think it does. Instead of simply geo-fencing a static location, the more effective use of mobile location technology considers historical location data and the consumer behavior it reveals.
Smart marketers are implementing “location for lifestyle” targeting strategies as opposed to zeroing in on “location right now tactics.” Sending an ad to a consumer based on their current location often isn’t as powerful as sending mobile ads based on the user’s lifestyle and behavior that analysis of historical location data reveals. In fact, our research has shown that there is no correlation between distance-to-store and mobile ad clicks for retailer brands.
Also, consider that most consumers have their day planned out. They may be walking past a retail location and receive an ad, but they are unlikely to stop what they are doing and immediately head into the retailer to make a purchase – especially if the deal isn’t relevant to... Read more
Tags: location-based marketing, mobile advertising, mobile targeting
Posted in Ad Networks, Ad Serving, Targeting | 1 Comment »
Firefox Power Shifts Reveal Need for Market Evolution
As we test the pre-release versions of Firefox 22, the furor regarding the browser's blocking of third-party cookies continues to capture minds. While the fact of the change is undeniable, it is useless to debate the merits of the decision. Instead, advertisers and agencies must focus on developing a strategic response to the market shift that is about to occur. It is clear that there will be considerable impact to current models and yet, it is very unclear how the markets will respond to the change. In order to evolve with this change, it's important to understand the overall impact that will take place in the market.
With the release of Firefox 22, Mozilla joins Apple’s Safari browser in blocking third-party cookies. This will likely impact 40% of unique browsers (actual, not downloads), and advertisers and agencies will see significant measurement distortions (except those solely using click metrics) and data management impact. (Note because measurement is census-based, the distortion will be exponentially larger than 40%.)
First order of the day is to take an inventory of the near-term impacts to the eco-system. Typically advertisers use 8-12 different technologies to plan, decision, deliver and manage digital advertising. The eco-system has historically bounced data... Read more
Tags: first-party, Third-party, third-party cookie
Posted in Ad Networks, Ad Serving, Targeting, Web Analytics | No Comments »
MMA 2013 – NY Forum Recap
The MMA-NY 2013 Forum filled the Marriott Marquis Hotel in NYC for 3 days, the eye-opening information, the program/content was excellent, and both the attendees and presenters confirmed MOBILE is rapidly becoming the next NEW media channel. These are exciting times for both the advertiser and consumer alike.
What other media channel can compare with this?
Consumers are rapidly adopting mobile devices and behaviors and spending an average of 2 hours per day on smartphone devices. We are rarely separated from them, and we check our phones every 6.5 minutes (or 150 times daily).
MOBILE advertising grew by 88% in 2012
While MOBILE ad/media spending is only 1% of total media (vs. 10% share of consumer media time), MOBILE advertising grew by 88% in 2012 (from $2.4B to $4.5B). MOBILE ad spending growth to-date has been limited by marketers/agencies challenges in creating MOBILE ads designed specifically to take advantage of MOBILE devices. Chia Chen, SVP Mobile Practice Leader at Digitas indicated their client's mobile ad spending grew by 400% (4X more rapidly) because their ads for Amex, Taco Bell, M&Ms and other clients treated smart phones as "small TVs" and incorporated richer media, and more native creative palettes.
Global Tablet Advertising Study - Results Presented
Beth Doyle, Innovation Director... Read more
Posted in Ad Networks, Ad Serving, Email, Emerging Platforms, Jobs, Media Planning & Buying, Opinions, Research, Search, Social Media, Targeting, Video, Web Analytics, Websites, Wireless, Word of Mouth | No Comments »
3 Reasons Why Mobile Apps Are the Future of Advertising
If you were to go back in time and interview any leading advertising guru, it is likely he or she would never believe that advertising through a phone could work, let alone increase business for clients. Yet here we sit in 2013 with mobile advertising dollars surpassing $9.6 billion per year.
Tags: apps, branded apps, mobile ads, mobile apps
Posted in Ad Networks, Ad Serving, Media Planning & Buying | No Comments »
