Welcome to the era where being a contender in the technology industry means offering the consumer the vertical stack. The companies who introduced us to these technologies (Amazon, Apple, Google) have evolved, from providing a product to providing efficiencies across every layer of the spectrum (from the device to the data) – and each wants to be considered the best.
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The Rise of the Vertical Stack
Posted by Atul Patel on February 11th, 2013 at 6:00 am
Tags: advertisers, amazon, Amazon phone, Apple, Apple Television, Blockbuster phone, connected devices, content applications, digital video, google, Google Wallet, Producers, publishers, vertical stack, Video
Posted in Emerging Platforms, Opinions, Video | 1 Comment »
Publishers vs. Platforms
Posted by Atul Patel on January 30th, 2013 at 6:30 am
It’s important to understand the difference between publishers and platforms when so many companies are now serving both roles. At OneScreen, we define a publisher as a company that makes its licensed or produced content directly available to its audience through its own channels, sites, and applications. A platform, on the other hand, enables a variety of different publishers to distribute their content (or their licensed content) through an “app store,” such as Apple’s App Store and Google Play.
Tags: Amazon App Store, App Store, connected devices, Content Producers, Device Adoption, Google Play, iTunes, OneScreen, Platforms, Producers, publishers, video producers
Posted in Emerging Platforms, Opinions, Video | 3 Comments »
Dare to Be Surprised in Digital Video Advertising Trends for 2013
Posted by Michael Shehan on January 23rd, 2013 at 9:01 am
In the past year, we’ve seen the greater awareness (and, consequently, media spending) devoted to digital video, mobile, programmatic buying and selling of ad inventory, and social media take off in manners and volumes most of us wouldn’t have predicted. There’s no such thing as the status quo in rapidly growing technologies and media channels, and in 2013, records will be broken, and outmoded models will crumble. Here are 11 ways we predict the digital marketplace will really change in 2013.
Video RTB revenue will exceed Forrester expectations. Sure, we have an affinity to this, but Forrester has predicted RTB video spending will grow from $387 million in 2012 to $667 million in 2013. This might sound like huge growth, and it is, but it’s conservative given the conversation about programmatic buying and selling is picking up. RTB is a big part of programmatic in video. If people were surprised by the statistics around the rise of online video consumption in 2012, 2013 will be even... Read more
Tags: digital video, private marketplace, programmatic buying, programmatic selling, publishers, real time bidding rtb
Posted in Ad Networks, Ad Serving, Video | No Comments »
Digital Publishing: Don’t Call It a Comeback Just Yet; Display is Broken
Posted by Dave Zinman on January 16th, 2013 at 10:27 am
Yes, I’m an Internet Old-timer, but surely I’m not the only one who remembers seeing the first banner ad for AT&T on Hotwired.com back in October 1994. Display advertising is 18 years old. As the digital ad industry enters adulthood, it appears as though we’re training a whole new generation to ignore the very ads designed to keep our Internet free - a phenomenon called “banner blindness.” Despite comeback reports to the contrary and rosy analyst projections, I believe display advertising is fundamentally broken.
The way I see it, there are three big problems with display and three ways publishers can address them. After laying it all out, I’ll call out a publisher who is blazing a trail in best practices for addressing all of this.
Problem1: Expect Irrelevance. Good display ads are being crushed under the weight of tonnage. Take a look at premium publishing sites, or even some of the better special interest digital publishers, and you will see a lot of ads -- too many ads. Some are relevant to the reader. Most are not. And the most relevant ads are capped out after the first few impressions of the day. After that, a steady stream of online universities,... Read more
Tags: display advertising, native advertising, publishers, Targeting
Posted in Ad Networks, Ad Serving | No Comments »
Relevance vs. Banner Blindness: A Battle Worth Fighting
Posted by Dave Zinman on October 15th, 2012 at 9:21 am
Let’s start with an inconvenient truth: banner blindness is a bigger problem in the online advertising industry than we are willing to acknowledge. That’s because banner blindness isn’t limited to banners – it’s pervasive across most display advertising. And unless you own Google.com, display advertising is pretty much the meal ticket that pays for free online content.
So what’s caused the epidemic of banner blindness, and how can we fix it?
To start, the root causes of the problem are threefold:
Tonnage: This is the most obvious problem, and one that’s been identified time and time again – but it persists still. Frequently, publishers just put too many ads on a page in an effort to generate more revenue. Ultimately, it’s counterproductive. The more ads on a page, the less we notice them, and the less likely we are to click. It doesn’t serve anyone – least of all the online advertising industry.
Irrelevance: It’s rare that display ads are relevant to your current online activities. There may be some useful retargeting and behaviorally targeted ads, but they’re often quickly capped out and likely to be buried under an avalanche of ads for dating sites, online universities and “one weird secret.” Consumers aren’t likely... Read more
Tags: banner ads, display advertising, publishers
Posted in Ad Networks, Ad Serving, Targeting | No Comments »
