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‘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

Vende a personas y no compres clientes – thnxz @tcreativo


Mad men

¿Tu cliente es como un protagonista de una sitcom o de Mad Men?

Una sitcom es un tipo de serie televisiva que tiene lugar en los mismos espacios, es protagonizada por los mismos personajes y en la que las historias se abren y cierran en cada capítulo. Si tu producto o servicio es una sitcom está claro que siempre piensas en el mismo tipo de usuario (a partir de ahora “el shopper”), en un espacio y circunstancias que ya conoces. La historia comienza cuando echas mano a la tarjeta y finaliza cuando ya ha pagado: así es difícil innovar.

Está claro que para innovar tenemos que incluir al protagonista en el centro – ya sea cliente o futuro shopper- y qué mejor manera que crear una historia de ficción similar a las series Teleshakespeare como The WireMad Men o Homeland. En su inicio vas conociendo a Brody, Tony Soprano…. tu nuevo cliente, viviendo su día a día, sus objetivos, su manera de pensar y de sentir. 

Leer el resto :)

Nielsen preparing ‘Digital Program Ratings’ pilot program to track streaming viewers – thnxz @engadget


Nielsen preparing 'Digital Program Ratings' pilot program to track streaming viewers

According to the Wall Street JournalNielsen’s TV ratings are about to get some company, with a system that covers internet watchers. A “Nielsen Digital Program Ratings” pilot program will debut with participation from NBC, Fox, ABC, Univision, Discovery and A&E, tracking the viewership of streaming video they post on their websites. AOL (parent company of Engadget) is also reported to be participating, as the networks compare the data to their internal statistics before the ratings system gets a wider rollout.

Full article :)

SOURCE: Wall Street Journal

The Data Providers: One Quadrant Chart To Rule Them All // thnxz adexchanger.com – @adexchanger @nycmcg


 

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

ramsey-ddt

Today’s column is by Ramsey McGrory, President & CEO of AddThis.

Follow Ramsey McGrory (@nycmcg)

In the world of magic quadrant charts, I like this as a starting point for a discussion about data:

 

Starting with the Conclusion 

Access to data is not a commodity, and it won’t be in 10 or 20 years. After all the regulatory and privacy questions are settled, advertising, publishing and e-commerce will be powered by a combination of offline, online, anonymous and personal data. The companies that emerge as long-term leaders will be the ones that provide infrastructure, distribution and services that power the smartest consumer engagement tools with the variety, velocity and volume of data available.

mcgrory-1

If you spend time considering the moves of consumer technology and diversified IT companies, you will realize how data is the thread that binds it together. To deliver on the vision of holistic consumer engagement, there are three critical layers: infrastructure, data, and services. While infrastructure commoditizes over time, the ability to leverage and understand data does not. So, staying in one quadrant is dangerous given the competitive landscape.

Setting the Table

The infrastructure for consumer engagement started consolidating in 2007 when Google, Yahoo, Microsoft, WPP, AOL and others acquired ad servers. That consolidation continues today among DSPs, DCOs, SSPs, DMPs, website analytics and most recently social CRM players. The strategy of many large companies in the digital B2B and B2C spaces is to consolidate the ‘paid, earned, owned’ infrastructure where a brand’s consumer engagement is managed centrally based on any and all touch points.

As the largest companies move from strategy to execution, data grows in importance. In its many forms, data is being infused into advertising, publishing and e-commerce, and fueling material improvements at each point in the value chains of advertising (research, planning, targeting, measuring) and publishing / e-commerce (attract audience, engage, monetize, measure).

The Evolving Data Landscape

As the variety, velocity and volume of data increase, it’s worth looking at the different players. My intention is to create a framework and provide examples rather than be Terry Kawaja here.

mcgrory-2

On the X-axis, imagine two ends of a ‘visibility’ spectrum – Aggregated / Anonymous and Personal. On the Y-axis, imagine two ends of a ‘source’ spectrum – Offline and Online.

In the A quadrant, there are a number of examples of offline anonymous data such as censuscrime statistics or government spending. In the B quadrant, examples of this data are voter file, criminal records, retail data co-ops, transactional data sets and measurement panels. Many companies aggregate, maintain, analyze and activate these data sets for outbound marketing, direct mail, CRM, POS and political campaigns. There are scale players such as Experian, Acxiom, Equifax and Nielsen and vertical players such as IXI (finance), Catalina (retail) and Polk (auto). These businesses have operated for decades.

Full article

 

The History Of The Top 6 Social Networks Of All Time


 

Well now here’s a fascinating look at the history of social media. From the early days of MySpace (or whatever it’s called now) to the present status of Facebook, it’s all here. It takes a position as being a way to determine if Facebook will survive (only time will tell) or if it’ll turn into something totally different.

The following infographic sheds light on the early days of Aol, Yahoo!, Altavista, Myspace, Digg, and Facebook. As you can see, it may be worthwhile examining the rise and fall of each social network to determine the future of Facebook, Google+, and even Twitter. Only time will tell!  (Big data Infographic) >>>  Sigue leyendo

Stories by businessweek.com


This CEO Gives Every Employee His Cell Number (Seriously)
By Venessa Wong

(Corrects number of employees)

Every now and then, a Quicken Loans employee accidentally “pocket” dials Chief Executive Bill Emerson. He doesn’t mind. “It’s an open culture,” he says. In the past six years, the 49-year-old has given out the number of his personal cell phone to each of the Detroit company’s 8,500 employees.

“It’s a personal choice for a CEO,” he says. “I encourage leaders to be accessible because it breeds an inclusive culture.”

Complete Story

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AOL Wants to Renovate Your Inbox
By Sam Grobart

AOL has come up with a way to make your existing webmail inbox more attractive and possibly more efficient

AOL (AOL) unveiled a new webmail service called Alto.

Well, that’s not entirely accurate. Alto is not a new webmail service in the way that Gmail and Yahoo! Mail are webmail services. And that’s a good thing—the world doesn’t need another e-mail address to consider switching to. (How’s that new outlook.com domain working out, Microsoft (MSFT)?)

Complete Story

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GoPro Widens the View of Its Customer Base
By Peter Burrows

(Corrects to say that all three versions of Woodman Labs’ new Hero3 camera have built-in Wi-Fi, not just the highest-priced model. )

Nicholas Woodman, the founder of the company that makes GoPro video cameras, often gets asked whether selling tiny, rugged cameras so surfers, skiers, and skydivers can record their exploits is just a niche business. “It’s becoming the norm to document more and more of our lives,” Woodman says. “If this is a niche, it’s a very big one.” So big, in fact, that he says his company, San Mateo (Calif.)-based Woodman Labs, will soon have the option of going public.

Complete Story

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The Future Of Content: Content Is The Future


Max Headroom
ASHKAN KARBASFROOSHAN
http://techcrunch.com

Editor’s note: Contributor Ashkan Karbasfrooshan is the founder and CEO of WatchMojo, he hosts a show on business and has published books on success.  Follow him@ashkan.

“I thought the analysis of content vs other video companies very convincing. But I’m curious: the content game hasn’t worked out so well for AOL and Yahoo. Audiences are fickle. Are you predicting a rosier future?” – reader comment in Is Tech a Zero-Sum Game?.

Infrastructure, Platforms & Content

Today, the Web’s infrastructure is built, and we’re filling the pipes with content — mainly free, ad-supported content.

It might seem like the real opportunities are in user-generated content and aggregation, but anyone who’s worked in those fields recognize their limitations: Simply put, marketers want to advertise alongside professional content. Tim Armstrong left Google (the mother of all aggregators) and joined AOL to remake it into the Time of the 21st century.  He didn’t double down on Bebo.

Content is marketing; Marketing as content

Content – video in particular – may be promotional or commercial, in either case it’s a means to an end.

Traditional Media Companies (TMCs) need to make their content commercial; new media producers are leveraging their content as promotional, sometimes giving it away to build value.

However, when it comes to making money directly from commercial content, the genie is out of the bottle, according to Seth Godin: “Who said you have a right to cash money from writing? Poets don’t get paid (often), but there’s no poetry shortage. The future is going to be filled with amateurs, and the truly talented and persistent will make a great living. But the days of journeyman writers who make a good living by the word — over.” Sigue leyendo

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