Many of you have heard it, some of you have said it: "This campaign is under-performing the last one we did in this placement so we're pulling it and reallocating to a new publisher." Or there's the flip side: "The placement is blowing the roof off the same one we bought last time, we'll definitely keep buying it."
The premise of these sentiments is that the hole in the page is responsible for the success of the campaign. However, there is a much more obvious difference-maker. It's the creative.
Yes, there are wonderful placements (big, above the scroll, on pages with high natural time spent, closely aligned with audience passions) and crappy placements (tiny buttons, below the scroll, invisible). But a piece of inventory never created an emotion. It is the creative that either earns attention or doesn't, moves people to action or leaves them cold. An ad with a compelling message will do better than a coupon to sample Soot Cola in the same placement. Late last year, comScore released a finding that the creative is 4x more responsible for the success of a campaign than the media plan.
Media agencies hate hearing that. ... Read more
Tags: ad network, advertising, agency, brand, comscore, creative, digital, marketing, media, network, publisher
Posted in Opinions | 4 Comments »
Fox is a very self-aware company about the trouble the network TV business is in. First, the network reacted to Cablevision taking them off the air in a carriage fee dispute by blocking Cablevision ISP subscribers from Hulu, showing that they understand that the network is unnecessary if you want to watch Glee. Now Jim Gianopulos, the chairman of the 20th Century Fox movie studio is scolding cinemas for annoying customers by cluttering the pre-show screen with ads when the audience is used to being able to skip ads with their DVR.
The irony is that theater owners are doing the thing that TV networks used to be able to do quite well: monetize a captive audience. Mr. Gianopulos told the truth -- people don't like having their attention hijacked. Just because they are captive doesn't mean they will accept being hawked at.
The NY Times article that reported this implies that Mr. Gianopulos issued this statement as a partial explanation for the 20% Q1 decline in theatrical revenue. If people are so upset about ads screaming at them that they will avoid seeing a first run movie in its exclusive theatrical run, what does that say... Read more
Tags: ads, avoidance, commercials, fox, movie studio, network, television
Posted in Opinions | No Comments »
More from my source interview with AKQA CEO Tom Bedecarré, for my new book, THE ON-DEMAND BRAND.
In part two, Bedecarré talks about some of AKQA's all-time greatest initiatives, beginning with the Nike PhotoID mobile app (see video above). Along the way, we'll learn that for all the hype that surrounds Facebook, Bedecarré believes it remains grossly undervalued by marketers.
Tom Bedecarré, CEO, AKQA (Pt. 2): Nike, Visa & the Surprising Power of Facebook
>> Click Here to Listen to Audiocast <<
(Approx. 5:10)
Tags: akqa, bedecarre, business, Facebook, marketing advertising, network, nike, photoid, Social Media, tom, visa
Posted in Creative Best Practices, Desktop Apps, Emerging Platforms, Social Media, Targeting, Video, Websites | No Comments »
Is the banner dead? Think again! If you are denying the tipping point of display, I will say, think deeper. It is the rebirth of display. It's evolving; with an integrated approach in an industry where the essence of DATA can no longer be ignored. Online display ads play a bigger role in every marketing mix.
In the last 2 years, the interactive advertising industry witnessed a number of changes, which for some players led to serious decline in ad revenue and for others the formation of a new landscape that will play a significant role in changing the way business is done in online advertising; namely: the importance of data and the role of online audience in digital advertising. Faced by one of the worst recessions and economic downturn since the "Great Depression", advertising budgets declined dramatically. Advertisers chose for more measurable formats with prospects to increase their overall ROI in advertising. The shift from traditional media to online fueled some amount of growth in online advertising despite the crisis. Search maintain its position as the largest online advertising format by revenue, accounting for nearly 50% of total online ad budgets in many major online ad markets.
Not... Read more
Tags: advertiser, agency, clicks and conversion, display campaigns, display integration, network, online display, publisher, Search, the future of display ads, tipping point of online display
Posted in Ad Serving | No Comments »
Given how many tools, technologies and techniques are available to online marketers, I'm frankly amazed that some marketers still focus on methods that are far down the scale in terms of enabling truly optimized digital campaigns.
So to give our profession a bit of a kick, here are my four behind-the-curve approaches that set me off, plus some suggestions for how to improve them. I'd love to hear your own pet peeves.
Pay-per-click display advertising – The vast majority of clicks are generated by a relatively small audience. Consider that fewer than 20% of all cookies generate over 80% of the clicks. What that means is in a click-based campaign, you're basically ignoring 80% of your potential audience. Still, many keep using PPC because it's so easy to measure. Instead, companies would be smarter to measure and track a broader array of actions, and track attribution based on view-through measures. Think about it for a minute. A click is just one action a consumer may take. Someone else may navigate to a website without clicking an ad but download material at the site; meanwhile another person sign up for an email newsletter. If you are determined to pay... Read more
Tags: ad buying, ad network, Ad Networks, ad planner, attribution, cpc, exchanges, media plan, network, Optimization, pay per click, ROI, Targeting
Posted in Media Planning & Buying | No Comments »
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