The first day of sessions at the 10th Annual Online Publishers Association Summit highlighted the fundamental global changes that are impacting the publishing industry.
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OPA 10th Annual Summit: Day 1
Posted by Pam Horan on February 1st, 2012 at 4:28 pm
Posted in Ad Networks, Ad Serving, Email, Media Planning & Buying, Opinions, Social Media | No Comments »
QR Codes Aren’t Sweet Without Strategy
Posted by Jessica Doban on January 31st, 2012 at 10:55 am
QR codes represent a unique mix of technology and advertising that is steadily improving with evolving new forms and functions. But their functional improvement is meaningless if the platform is not applied with the right strategy and tactics in the real world in order to connect with consumers.
Most people within the marketing community are no strangers to seeing QR codes attached to advertisements and products these days. Even many tech-savvy consumers know how to create QR codes for promotion or information sharing, which is the beauty of their open platform design. Anyone can use them, read them, and get creative.
QR codes have created a new way for brands to engage their audience with products and services, and there are already quite a few examples of ways that “traditional” QR codes are getting pushed further, including the logo-friendly SnapTag. SnapTags are a gussied up version of the mobile interactive code options. Instead of the static-like appearance of QR codes, they’ve created a sleeker option that focuses more on branding with a cleaner code look based on gaps placed throughout a ring. Digimarc, another QR code boundary pusher, takes the cake by attempting to create mobile interaction with everything from an image to sounds.
Clearly, this mix... Read more
Tags: b2c marketers, b2c marketing, brand design, brand engagement, brand marketers, mobile communications, qr codes
Posted in Ad Serving, Emerging Platforms, Targeting | 6 Comments »
2011: The Year of App Monetization
Posted by Dale Carr on January 24th, 2012 at 7:33 pm
The year started out with predictions for the “Year of the App” but 2011 was really all about Freemium as free apps dominated the app marketplaces and mobile advertising began to mature beyond static banners.
Everyone does it so why fight the trend. Reviewing the previous year as the “The Year of something or some other,” is almost mandatory nowadays – so as 2012 begins we take a look at the last 12 months.
The year started out with predictions for the “Year of the App” or “The Year of the Smartphone”. Both are true, but in reality, 2010 was the year that both began to dominate the mobile market.
What really changed in 2011 was that app developers started to make money – and some serious money. The model changed from premium apps to “Freemium” with the rise of interactive advertising and in-app purchases. This shift was so strong, that according to IHS Screen Digest Mobile Media Intelligence Service, 96% of the billions of apps downloaded in 2011 were free. Additionally, 45% of the top-grossing apps in the iPhone App Store and 31% of the top-grossing Android Market apps were free.
And remember, these figures do not include advertising which would push the... Read more
Tags: mobile advertising, mobile app, mobile marketing
Posted in Ad Networks, Ad Serving, Opinions, Wireless | No Comments »
On Target: Making The Pieces Fit
Posted by Jeremy Mason on January 23rd, 2012 at 9:43 am
It’s January, and back to work and ready for a year of complexity and opportunity. It struck me toward the end of the year that this complexity that we all deal with in the audience targeting business can be a good thing, rather than a limiting factor. The more solid, easily interlocking audience and data elements you have, the more solid and durable your entire digital marketing effort can be. If you have kids, and I just spent Christmas with my two amazing ones, you already know a great example of this: Lego.
Lego is actually my favorite activity with the kids. Sometimes we just build one of the elaborate Star Wars or Harry Potter sets, but more often than not, we create structures that come purely out of their imaginations. We always find that the success of these creations can be traced to two key elements. One: Assemble a vibrant collection of different and unique Lego parts. Two: Organize them so key elements are easy to find and use. When you have those two states, you can build creations that are unexpected, delightful, and completely different than you had originally planned.
This is such an apt analogy to the state of... Read more
Tags: Data, online marketing
Posted in Ad Serving, Targeting | No Comments »
The Post-Data Age
Posted by Layton Han on January 19th, 2012 at 10:35 am
By all accounts 2011 was the year of mass migration. Marketing budgets migrated online by incredible percentages, and 2012 looks to be more of the same. One of the main reasons is audience data. This business has reached the point where nothing less than reaching the right customer with the most relevant message is unacceptable. Now the travel business enters the post-data age. While travel brands should continue to work on the security and precision of their audience data, a recent annual client meeting with major travel brands showed us that three developments would follow the comfort level that travel brands have with audience data.
One: Premium Advertising: By premium ads we mean the digital ad opportunities that are laser-targeted on in-market customers and customers that are most receptive to marketing messages. Precision audience targeting gives travel brands access to their best prospects, at scale in a safe environment. It’s not about remnant inventory purchased via a general network or exchange. Data has been secured to the point where brands should feel comfortable with the ability to cross-pollinate loyalty programs and share other non-personally identifiable information.
Two: Mobile: Mobile ad partners cannot own a space on the mobile interface. But they can... Read more
Tags: Data, mobile, travel
Posted in Ad Networks, Ad Serving, Targeting | No Comments »
