Archivo de la etiqueta: Advertising

Infographic: What Consumers Want—And How to Give It to Them


By The Team | Yahoo Advertising

Online shoppers are comfortable receiving targeted ads and more prone to act on them, says new study

 

There are some misconceptions about online consumers that marketers must push aside to engage more effectively with them, says today’s infographic, based on a recent study by Sociomantic Labs.

For example, online shopping isn’t a leisurely, recreational pursuit for most consumers. Nearly half go to a specific site with a specific product in mind and purchase it, says the study. And far from being put off by personalized ads, the majority of consumers are comfortable receiving them on PCs, mobile devices, and social sites—and they’re much more likely to act on them, too.

Some interesting habits of online consumers:

  • 58% put an item in their shopping cart only when they’re planning to buy it
  • 70% are comfortable receiving ads and content specifically targeted to them
  • 52% are more likely to act on a targeted PC ad versus 26% for non-targeted ads
  • 67% are more likely to act on a targeted mobile coupon vs 35% for non-targeted coupons

The key takeaway is that online consumers have come to expect, appreciate and respond to personalized ads. That point was made loud and clear in our study “Smart Mobile: How Mobility Influences Category Shopping,” in which 49% of mobile shoppers said they preferred personalized ads. For more perspectives, see “For Online Travel Shoppers, Personalized Ads are the Only Way to Fly” and “Introducing New Opportunities With Yahoo! Stream Ads,” our new native ad format that matches the content of pages being viewed by online users.

 

Read More »

Social Media Advertising Not Making Friends With Consumers – thnx @david_vanamburg


In spite of a staggering 20% increase in user volume over the past year, user satisfaction with social media websites at 68 is still one of the lowest-scoring industries among all those measured by ACSI. It surpasses only Internet service (65), which indicates that users are displeased with multiple components of their online experience.

By David VanAmburg
Vía acsimatters.com

So what reasons do users most often cite as the cause for their low satisfaction? According to ACSI’s July 2013 report, the main contributor is an increase in advertising on social media sites. Other concerns include wariness about privacy violations and unhappiness with the ease of interface use.

Wikipedia, the leading company for a fourth straight year at 78, is notable for its lack of advertising and easy-to-use interface. Pinterest, at 72, was the only site to make a significant gain (+4%) and also benefits from a streamlined interface that allows users to create and access their accounts via Facebook and Twitter.

Social networking sites Facebook, Twitter, and LinkedIn are at the bottom of the category in spite of their popularity. Sites like these will likely need to step up their efforts in the crucial areas of advertising and interface development to improve customer satisfaction. In the meantime, they remain the lowest-rated companies in the e-business category.

Amigos son los amigos y los competidores también… vía @wwwhatsnew


Doubleclick

Hay veces que la misma actualidad nos sorprende con las noticias que nos ofrece y que nunca nos hubiéramos imaginado que pudiera suceder. El caso es que DoubleClick, perteneciente a Google, anunció que a través de su software de compra de publicidad, DoubleClick Bid Manager, los clientes podrán comprar espacios publicitarios dentro de la propia red social de Facebook dentro de pocos meses, todo ello gracias a un acuerdo con la propia red social para participar en su propia plataforma FBX. – Vía http://wwwhatsnew.com/

Algunas de las palabras del anuncio son éstas:

Así que estamos muy contentos de anunciar una nueva forma de ayudar a nuestros clientes a tener éxito mediante la colaboración con Facebook para participar en FBX (…) DoubleClick Bid Manager (anteriormente llamada Invite Media) ha estado ayudando a las agencias y anunciantes comprar espacio publicitario en sitios a través de la web desde hace años. Ayudamos a los clientes acceder a docenas de intercambios privados y públicos en más de 75 países, y seguimos viendo un crecimiento de trimestre a trimestre de dos dígitos en el gasto.

Leer la historia Completa (aquí)

Marketer Perceptions of Mobile Advertising – @iab


Brand marketer mobile budgets surged 142 percent between 2011 and 2013, according to IAB analysis of figures released in this new IAB study, produced by Ovum, which updates the landmark “Marketer Perceptions of Mobile Advertising” survey of 2011. This finding supports the prior study’s prediction that brand marketers’ mobile advertising budgets were on the uptick. In addition, the survey showed that the number of marketers who maintained annual mobile budgets exceeding $300,000 more than quadrupled, rising from merely 7 percent in 2011 to 32 percent this year.

  • This is the second survey based study that Ovum has produced for the IAB’s Mobile Marketing Center of Excellence, building on the first, ground breaking survey conducted in 2011. Both surveys were conducted among marketers at 300 US companies active in mobile advertising.
  • This 2013 iteration uses a fresh sample, provides a B2B and B2C perspective and introduces new questions, reflecting changes that have taken place in mobile advertising over the last two years.
  • The findings presented in this study provide a unique insight into mobile advertising from a buyer perspective, and the results are once again both positive and challenging.

Reach, Relevance and Trust – vía @adwords


According to comScore, 210 million unique visitors see ads served by the Google Display Network each month in the US alone.

That’s as many viewers as all of the Emmy-nominated dramas put together! It’s hard to visualize the full Google Display ecosystem in terms of numbers alone, so we’ve created an infographic to show some of our great partner sites and the metrics (like the 1 trillion monthly impressions) they generate:

Reach | Relevance | Trust

Even given those big numbers, though, marketers know that sheer volume isn’t where successful ads start. The real magic lies in the connection one ad makes with one consumer at a moment that counts. That’s why the place where the brand meets the consumer is so important. When a publisher has a close relationship with users, it’s like the ad is being introduced by a trusted friend.

Reach Sigue leyendo

Eliminating Programmatic Confusion – The Road to Publisher Clarity – vía @iab


By Carl Kalapesi

AB releases Publisher’s perspectives on programmatic as first part in educational series

Programmatic buying and selling of advertising, real-time  bidding, and marketing automation is changing the way we transact digital media. Though numbers are very sketchy, by some accounts over 20% of all digital advertising is sold “programmatically” – and it’s growing rapidly.

iab-pdf-download-tpl-programmatic.jpg

There is significant confusion in the marketplace around the meaning of terms like “programmatic”, “RTB”, “programmatic direct”, “programmatic premium”, and other verbiage, often being used interchangeably. New technologies are emerging which are creating significant value, but there is also a lack of clear technical standards to ensure interoperability across different platforms. Buyers and sellers are concerned with the limited transparency and number of vendors involved in the programmatic transaction.  And programmatic raises internal, organizational challenges for brands and agencies, and particularly for publishers with their existing direct sales teams and incentives.

Agencies and their clients have a lot to lose if programmatic isn’t implemented coherently: a set of technologies that aim to create market efficiencies could, instead, create a fragmented, illiquid marketplace if each media agency insists on creating its own proprietary marketplace with its own standards and its own technologies.

http://www.iab.net/iablog/2013/09/eliminating-programmatic-confusion-road-to-publisher-clarity.html

“The Definition of Advertising Has Never Been More Unclear” @Adweek CC/ @r2rothenberg


…Source of both opportunity and crisis

For most of the past 100 years, if a marketer said he needed a new advertising campaign, everybody knew what that meant. The machine turned on. The marketer called the agency of record’s account team. The account team composed a brief capturing the strategy and called in the wild and wooly creatives to bring it to life.

The writers and designers applied their art to one or more of these four finite canvases: the television commercial, full-page print ad, radio ad or billboard. Maybe they would sprinkle in a few coupons. The public played along, too; with no ad blockers or DVRs, they just consumed advertising (or ignored it) en masse. It all just worked.

But it doesn’t anymore. Now, there is no machine or even consensus on the basic definition of advertising. And that is the source of both opportunity and crisis.

Today’s media landscape keeps getting more diverse—it’s broadcast, cable and streaming; it’s online, tablet and smartphone; it’s video, rich media, social media, branded content, banners, apps, in-app advertising and interactive technology products like Sherwin-Williams’ Chip It! It’s even physical interactive gear, like Nike+ Fuelband. Pushed an inch farther, the new Google Chromecast dongle could fit under that marketing classification, and the smart watches on the horizon will be yet another platform. Sigue leyendo

Red Bull saca tajada de la tragedia del Titanic y enfurece a las masas – @armandohueso


“…como siempre fueron bastante transgresores, este anuncio originario de Alemania y que se ha adaptado ahora para Reino Unido no iba a ser menos. Eso sí, lo cierto es que quizás la broma se les ha ido un poco de las manos, y es que aprovechar las víctimas que causó el trágico hundimiento del Titanic para anunciarse… ¡pues como que no! Tanto es así que son muchos a los que no les ha gustado nada un spot animado que insinúa que con Red Bull todos se habrían salvado. Por supuesto, las quejas no se hicieron esperar “.

http://www.socialunderground.co/red-bull-saca-tajada-de-la-tragedia-del-titanic-y-enfurece-a-las-masas/

Vía GreatAds

How to get started in mobile marketing – thnxz to @qrcodepress


Mobile marketing has reached the point of explosion, and it is now perfectly clear to most marketers and businesses that taking part in it and using its techniques is no longer an option. It’s a necessity.

(Abstract)

To start, business owners must recognize that failing to begin a mobile strategy right now could be suicide.

The first step to getting started is to actually begin. It’s not enough to just know that you need to mobile optimize and start reaching out to smartphone and tablet users. You need to act. Just deciding isn’t going to make it happen. Begin to find out what types of approaches are available so that you can consider their implementation.

Full story >here<  :)

Business owners should find an experienced, professional mobile marketer to help to build this strategy. 

Strategy must be discussed from the ground, up, and it should address the following components:

• Mobile web – optimization of the original website or the development of a new site designed specifically for the smaller screen.
• SMS (short message service) – also known as text messaging, which can send discounts, contests, and other promotions to consumers, regardless of whether they have smartphones or feature phones.
• Mobile ads – these are typically a hard sell, but in specific circumstances can be highly beneficial.
• QR codes – two dimensional barcodes help to bring the real world and mobile world together and are exceptionally inexpensive to create, implement, and use.
• Check-in apps – last year saw a skyrocketing use of these applications among users of smartphones.

Full story >here<  :)

Global Mobile Advertising Revenues Surge 82.8% in 2012 – thnxz to @iab


Mobile advertising revenue continues to be dominated by the search segment, which represented 52.8 percent of total global mobile advertising revenue, or $4.7 USD (€3.6 billion EURO) in 2012, $2.5 billion in 2011(€1.9 billion). Display advertising accounted for 38.7 percent and messaging 8.5 percent.

The share by region of the global figure of $8.9 billion (€6.9 billion) for 2012 is:

  • Asia-Pacific: 40.2% ($3,558 million/€2,769 million)
  • North America: 39.8% ($3,525 million/€2,743 million)
  • Western Europe: 16.9% ($1,499 million/€1,167 million)
  • Central Europe: 1.3% ($112 million/€87 million)
  • Middle East & Africa: 1.2% ($109 million/€85 million)
  • Latin America: 0.6% ($50 million/€39 million)

descarga

Growth year-over-year was strong across the board, led by North America, which saw a 111 percent surge over 2011 figures. Western Europe also saw a major increase, 91 percent over the previous year. Other year-over-year upswings include:

  • Latin America: 71%
  • Central Europe: 69%
  • Middle-East and Africa: 68%
  • Asia-Pacific: 60%

“Mobile is coming into its own as a powerhouse advertising medium,” says Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, U.S. IAB. “Today’s advertising is happening in a world where ad campaigns can be planned and bought across global networks on multiple media, but the massive and continuing acceleration of mobile’s international impact provides new and exciting frontiers for content and communication.”

Full article? +INFO here!

Are Your Web Graphics Print-Ready? – thnxz to @sixrevisions


Is Your Web Graphics Print-Ready?

As a web designer, masters of the digital realm, you might have never faced the situation where your designs are going to be sent to a print shop.

Or perhaps you’re an Internet business owner in a place right now where you need printed materials for an event (a conference, a meet-up, billboard advertising, and so forth). You might be an online retailer, a SaaS company, a web development agency, etc.

What happens when you’ve only got web graphics at hand? Graphics designed to be displayed on electronic devices like computer monitors and smartphones.

continue reading »

‘HTML5 for Digital Advertising 1.0 : Guidance for Ad Designers & Creative Technologists’ – @iab


IAB Ad Operations Council and Mobile Marketing Center of Excellence Release ‘HTML5 for Digital Advertising 1.0’ for Public Comment

The “HTML5 for Digital Advertising 1.0” document flags challenges in adopting HTML5, as well as solutions for overcoming those hurdles. It features time and cost-savings guidance, an HTML5 wiki resource for designers and developers, and also addresses:

  • HTML5 display ads (non-rich media)
  • File and ad unit size, code and asset compression
  • In-banner video advertising and animation
  • Efficient ad creative packaging
  • Ad server compatibility communication recommendations

“With multi-screen advertising growing at such a continued rate and increasing in demand daily, it’s mandatory that we (as an industry) demonstrate how marketers can strategically and effectively bring HTML5 ad development into the mainstream,” said John Percival, Senior Creative Technologist, PointRoll, and member of the IAB HTML5 Working Group. “As new screens emerge, and people change the way they view and interact with content, advertisers will need a standard ad solution that’s ubiquitous in the ever-changing environment.”

“Flash-formatted ads are packaged for delivery to Flash players, and the end-to-end integration is seamless in this proprietary environment. In comparison, when deploying HTML5 ads, some manual packaging is necessary to guarantee superior and complete delivery, as well as a uniform ad experience,” said Steve Sullivan, Vice President, Ad Technology, IAB. “The shift from visual design to code-based design will increase companies’ operational overhead, which could potentially be magnified if publishers and ad developers lack a common framework for HTML5 ad optimization.”

“HTML5’s ability for seamless transition across a multitude of digital screens is a tremendous boon for the interactive advertising community,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “This guidance offers marketers, creative designers, publishers and other stakeholders in the digital ad ecosystem the practical knowledge required for effective ad creation and distribution.”

Download HTML5 document…
Sigue leyendo

SafeFrame – thnxz @iab


The SafeFrame 1.0 technology is a managed API-enabled iframe that opens a line of communication between the publisher page content and the iframe-contained external content, such as ads. Because of this line of communication, content served into a SafeFrame is afforded data collection and rich interaction, such as ad expansion, that is unavailable in a standard iframe.

To avoid disruptive ad behavior and the potential security risks of serving ads inline with the page, publishers may choose to have ad content served into an iframe.

An iframe is a sort of mini HTML page within the publisher-hosted page. Using the iframe, ad content is sequestered within the boundaries of the iframe and unable to access any information about the page where it is served. Without access to page content, ad content within the iframe cannot expand, interact dynamically with site visitors, or collect any data necessary in determining ad effectiveness.

The iframe solution protects the publisher, but it also limits ad capabilities and decreases the value of inventory that is restricted to iframes.

SafeFrame’s API-enabled iframe opens a line of communication between webpage code and the ad content in a controlled and transparent way. This communication allows for rich interaction while protecting the publisher’s page from undetected changes that might otherwise damage page integrity.
Some key benefits of SafeFrame for digital advertising include:

Sigue leyendo

Use the Data! thnxz @TheGrok – bryaneisenberg.com


It’s certainly true that many “PPC pros” who work like (much inferior to the real thing) robots will find themselves looking for work. The high value providers who maintain deeper relationships, integrate across multiple complex objectives, and persistently work to overcome challenges to test, improve, interpret, and achieve uncommon results will be the ones that clients find useful.

by 

Andrew did a great job at describing the high-value parts of the PPC advertising agency equation, but that is not the part of PPC management where data-driven decisions excel. There are some things that data-driven computer analysis excels at and others that it doesn’t. Look at the technology stack that is available today to help PPC marketers and advertisers and you will see where some of this technology is headed. In many cases it already is, and in others it will be more capable of handling the majority of tasks that are required to maintain and optimize PPC accounts.

The fact is, unlike many other parts of marketing, PPC advertising when set up properly should be analmost completely data-driven effort.

++ full article and conclusion :)

A Nucleus Research study shows that an incremental 241 percent ROI can be generated by applying data to business decisions. And 91 percent of CMOs believe that successful brands make data-driven decisions, as per Columbia Business School.

A recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition – marketers depend on data for just 11 percent of all decisions.

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