I read an interesting piece by Om Malik, legendary tech journalist and founder of GigaOm last month. Om said that while the future of news may be bright, the business of news is still in the dark ages. He goes on to say that Madison Avenue really needs an intellectual rebirth so it can quit just adapting old forms of print advertising to the web.
Om says, ” the intellectual makeover of Madison Avenue hasn’t even started yet. We are still trying to retrofit old ideas of advertising on to today’s media models.”
And then, a bit further on in the piece: “The heroin of web media is CPM-based advertising.”
CPM based advertising without tracking performance is an issue. That is why most media buyers always monitor click through rates on CPM buys. CTR is an important performance measurement for the industry. Since our founding, we at ZINC have done nothing that isn’t an effort to drive up performance for advertisers. We’ve invented new ad formats, and iterated and iterated non stop to improve performance: especially CTR.
None of this technology from either ourselves or others on the Lumascape has yet helped the advertising business arrive any real change on its side. Basically, advertising is based... Read more
Co-Authored by Alan M. Pate
Remember that scene from Minority Report? The one where John Anderton (Tom Cruise) takes a trip to GAP, virtual billboards call out his name and bombard him with offers as he walks through the mall, retinal scanners flash left and right, an AI hologram offers up his own personal greeting – “Welcome Back to the Gap! How’d those assorted tank tops work out for you?” It’s not quite 2054, and we haven’t quite perfected PreCrime, but ad tech is taking some big steps in the Minority Report direction.
2014 may be the year Apple’s “iBeacon” iOS7 feature changes the game for targeted advertising with its ability to detect customers’ presence and deliver targeted ads. As with almost any new ad tech these days, its adoption isn’t without privacy concerns.
As reported by the New York Times, this Super Bowl weekend the NFL deployed Apple’s iBeacon technology to send users of the NFL Mobile App targeted advertisements based on their physical location in Manhattan or in MetLife Stadium. Fans walking down Broadway received messages such as – “Get your picture taken with the Lombardi Trophy, located between 43rd and 44th streets on... Read more