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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

Why People Should Chill Out About Targeted Advertising


The other day, I was reading a news article when a skyscraper banner ad to the right of the story caught my eye. It was for a particular bass guitar, which was for sale on Amazon. I happen to be in the market for a new bass, and this model looked like one that I might like. So I clicked on the ad to take a closer look and then and browsed through a few other options.

I didn't end up buying anything, only because I have more a little research to do before I make a decision. But I will make a purchase within the next few weeks. Maybe I'll get one through Amazon. Either way, I couldn't help but notice something rather incredible about the aforementioned experience: I actually clicked on a banner ad on a website.

This was probably the second or third time I have ever done this in my life, despite being served probably millions of ad impressions since I first encountered the Internet via a dial-up-connected AOL account. I've clicked on text ads in Google search results and on the occasional Facebook ad, but like most Web users, display banner ads have always fallen into my blind spot while I'm browsing. I rarely even notice them.

This phenomenon is by no means limited to the digital world in which we now live. As a teenager, I would bemoan the number of full-page ads in the magazines I'd pick up, as I flipped through the cologne stench in search of articles to read. To this day, I can't bear to sit through a television commercial. Most of them are weirdly manipulative and completely irrelevant to my life.

amazon-personalized-ads.png

The Value For Consumers... Sigue leyendo

Mashable, ¿el próximo blog en caer en manos de los grandes?


ticbeat.com | Raquel C. Pico
Mashable

¿Puede un blog ser eternamente independiente? A juzgar por los últimos movimientos en el mercado estadounidense, protagonizados o supuestamente a punto de protagonizar, por los dos grandes blogs de tecnología, el camino acaba en la convergencia con los gigantes tradicionales. El último en protagonizar titulares es Mashable, sobre quién se rumorea que está a punto de ser adquirido por CNN.

La rumorología, que ya se ha extendido como la pólvora por la red y está siendo compartida – y analizada -en redes sociales, apunta que la CNN pagará por el blog tecnológico nada más y nada menos que 200 millones de dólares, según recoge VentureBeat. La compra será anunciada mañana martes y se sumará a otros movimientos que ya ha realizado CNN para afianzarse en el mundo de los medios online, según recoge TheNextWeb, como la compra de Zite, una plataforma que permite hacer revistas personalizadas para iPad (y por la que pagó sólo 20 millones de dólares).

Tres fuentes cercanas al proceso de compra han confirmado a The New York Times queMashable y la CNN están en negociaciones avanzadas y, aunque la CNN ha negado al diario neoyorkino que vayan a anunciar la adquisición mañana, tampoco ha negado que existan contactos entre unos y otros. Aunque, como recuerda este diario, en las redes sociales se da por hecho el movimiento después de que uno de los directivos de Mashable diese un ‘me gusta’ en Facebook a la noticia que espoleó el tema. Sigue leyendo

An Insight into Facebook Marketing – Infographic


Written by Jeff Bullas - jeffbullas.com

So what is happening with Facebook Marketing?

Facebook has become the default social network to focus your promotion efforts on when it comes to marketing on social media.An Insight into Facebook Marketing - Infographic

In fact Facebook is now the single largest publisher of all US display ad impressions.

It delivers 28 percent of all display ad impression which is more than Yahoo, Microsoft, Google and AOL combined!

This popularity doesn’t come cheap and Facebook has admitted according to Bloomberg,  to increasing its advertising rates on its self service ads by 40 percent during 2011.

Online to Exceed Print Advertising in 2012

Businesses are realizing that the opportunities to grow are truly online. In 2012  eMarketerpredicts that online advertising will exceed spending on print advertising for the first time.

  • Online advertising in 2012 $39.5 billion
  • Print advertising in 2012 $36.5 billion

By 2016 the projection is $62 billion for online and $32.3 billion for print.

So it is not a good time to be owning a printing business!

Two Key Types of Facebook Marketing

Essentially there are two types of marketing on Facebook

1. Free... Sigue leyendo

La historia del negocio de los social media: de 1978 a 2012 ***INFOGRAFIA RECOMENDADO***La historia del negocio de los social media: de 1978 a 2012


http://news.omexpo.com

El floreciente negocio de los social media parece un recién nacido, pero lo cierto que es que tiene ya más de 30 años sobre sus espaldas. La siguiente infografía del diseñador David Foster repasa la cronología del actual paisaje 2.0 y las diferentes empresas que han ayudado a construirlo:

1978:
- War Christensen y Randy Suess, dos informáticos aficionados, inventan el sistema BBS para informar a sus amigos sobre reuniones, hacer anuncios y compartir información.

1993:
- Varios estudiantes de la Universidad de Illinois desarrollan Mosaic, que presentan como el primer navegador adaptado al gran público.
- Se lanza GeoCities, un servicio que permite a los usuarios crear sus propias páginas web.

1995:
- La red de redes cuenta ya con un millón de webs.

1997:
- GeoCities supera la barrera del millón de usuarios.
- AOL Instant Messenger permite a los internautas chatear.
- Comienza el blogging.
- Google echa a andar. Sigue leyendo

Facebook continues to turn the web upside down as the third phase of the web continues to mature.


jeffbullas.com

The first phase of he web started with portals such as Yahoo and AOL, providing sources of information from news to mega categories of information. The reason this ocurred was that search engine technology was so immature that finding information was cumbersome and difficult. These platforms dominated from the mid 1990′s until early in the new century.

The second phase was the rise of Google, commencing with its launch in 1997, with the mission statement.

To organize the world’s information and make it universally accessible and useful

The new technology produced relevant and accurate search results enabling most people to find what they want on the first page. Sigue leyendo

6 nuevos formatos para hacer publicidad online


http://www.marketingdirecto.com

El Interactive Advertising Bureau (IAB) ha definido seis nuevos formados publicitarios, que seguro agradarán a los anunciantes. Varios de ellos se han involucrado en el proceso de creación de estos nuevos formatos.

El IAB anunció en el mes de septiembre del año pasado el concurso “Rising stars”, en el cual invitaba a crear juntos nuevos formatos creativos de publicidad. Finalmente participaron 24 empresas, de las cuales muchas son grandes y destacadas, como por ejemplo Microsoft, Google, AOL, entre otras. Un total de 36 propuestas de las cuales un jurado escogió los 6 formatos preferidos.

A continuación presentamos la lista de los resultados con su respectiva definición:

1. Portrait: 300 x 1.500. Muestra contenidos interactivos como por ejemplo, vídeos, pequeños juegos, etc. Ocupa dos tercios de una página.

2. Slider: formato layer, que empieza como una especie de Floor – Ad con medidas de 90 pixel de alto, desde la cual se redirige al usuario a la página específica. Con este formato, el usuario puede hojear hacia la izquierda o derecha hasta encontrarse con la página completa de 950 x 550 pixels y 90 pixels para la Slidebar. Sigue leyendo

50 Of The Best Social Media And Technology Blogs In The World


Screen shot 2010 11 01 at 15.55.59 50 Of The Best Social Media And Technology Blogs In The World Social media has really exploded in the last couple of years and there are some great blogs out there sharing tons of content and it is getting to the stage where it is nearly impossible to keep track of them all. With that in mind I wanted to make a list of 50 of the biggest social media and tech blogs. Some offer great insight, some have the latest news and some are focused on giving you practical advice to improve your blog or business. They might not all be for you as they are all at different levels but you’ll hopefully find a couple of blogs on this list that are well worth bookmarking and reading on a regular basis. If you think your blog should be on there or know of any other good ones makes sure to leave a link to it in the comments. Here is my list of 50 great social media and tech blogs form around the world… Sigue leyendo

Helping Journalists Become Hackers and Entrepreneurs


Journalism schools are useful for many things, including research into ethical standards, traditional skill development, and so on — but increasingly, some journalism schools are focusing just on building their students’ digital chops and entrepreneurial spirit alongside interview etiquette and the correct use of the off-the-record comments. One of the most recent projects in that vein is called Local East Village, a joint venture between the New York University’s journalism school and the New York Times that launched on Monday.

The website describes the venture as an attempt to “help foster a journalistic collaboration with a third partner, our neighbors in the East Village,” and to “give voice to its people in a wide-reaching online public forum and create a space for our neighbors to tell stories about themselves.” As NYU journalism professor Jay Rosen — who helped create the project — notes in his blog post about the launch, the area of the city that the site aims to cover is already well-covered by local blogs, but the LEV site states that it hopes to bring the “academic and intellectual resources of NYU [and] the vast journalistic experience and high professional standards of The Times.” It also adds that:

We hope, too, to provide innovation: For years now the lines between those who produce news and those who consume it have become increasingly blurred. And so we hope to bring our readers even more into the process of producing news in ways that few other sites have tried before.

One of the most interesting features of the project is what it calls the “Virtual Assignment Desk,” which is an application — essentially a plugin for the WordPress blog-hosting platform, which the site uses to publish its content — developed by a team led by Daniel Bachhuber, who is the digital media manager for the City University of New York graduate journalism school. The plugin makes it easy for anyone who wants to contribute to the site to see what stories or events need to be covered, so that they can volunteer. Readers can vote on the topics or news stories they want to see covered as well. Sigue leyendo

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