Monthly Archives: February 2016

Next to Now: New Shifts in Ad Ecosystems

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As our preparations for this year’s Digital Book World shift into high gear (including the Master Class in paid advertising and the panel on the book buyer’s journey), there is an abundance of ad news to take in. Below is a sampling of what we’ve been reading this week.
WHY IS THIS PAGE TAKING SO LONG TO LOAD?

In an article about how Google’s new AMP system works, AdAge connects to very clear graphics that show clearly how the complexity of ad exchanges and analytics tracking slows down load times—and how AMP fixes that.  

“When compared to traditional mobile websites, AMP pages load 85% faster, Google says.

‘The New York Times itself is running very fast,’ Ghostery CEO and founder Scott Meyer said regarding the desktop version of the site. ‘But once you get beyond the Times, and into the far reaches of the ad exchanges, a lot of those companies are going to be slow to load and there will be an impact on user experience.’

AMP is a response to similar but proprietary platforms like Facebook Instant Articles and Apple News. Unlike those, however, AMP is open source, meaning anyone can use it.”

It’s worth a click through to see the dynamic images, but here is a screenshot of the desktop ecosystem for a NYTimes.com story:

desktop_ecosystem

Here’s a shot of the mobile ecosystem:

mobile_ecosystem

And here’s a shot of the new AMP ecosystem for the same story:

AMP_ecosystem

#tracking #AMP

 

REDEFINING WHAT WE MEAN BY MOBILE CAMPAIGN 

AdAge has a fascinating article about the latest big brand thinking around mobile advertising. Long story short: It’s not about the campaign.

“The perfect mobile campaign isn’t a campaign,” said Carl Norberg, founder and chief experience officer of mobile-focused shop Monterosa/BBH Stockholm, which has created initiatives for clients such as Volvo, Justin Bieber, Google, Axe and others. “It’s a brand extension where marketing comes baked into the product.” While great TV is storytelling, great mobile is about “storydoing,” he said. “Instead of us telling the story, we hand over an app to let the consumer become an active part of the brand’s tale.”

While the takeaways for book publishing’s fleet of individual, smaller scale products is not great; it’s important to remember that “mobile” isn’t a platform any more. It’s how most people scan email, check Facebook, Tweet, research restaurants, and even (in some cases) read books.

#mobile

 

WHY HOLLYWOOD LOVES BILLBOARDS

The New Yorker has an interesting article on the “For your consideration” billboards that use a mass medium to reach a very targeted audience. Why do they use a mass medium when the target is so specific? Because they work in a couple different ways:

  1. The high concentration of  Oscar nominators in a few specific locations
  2. To show the wider audience that this might be a film worth seeing.  

#mass #targeting #billboards

 

PINTEREST BEST PRACTICES

Kirsten Oliphant has a good piece up on Jane Friedman’s blog about best practices for authors on Pinterest. It’s an especially good platform for lifestyle and cooking, and worth a read.

#pinterest

 

FOURSQUARE CONNECTS DIGITAL ADS WITH FOOT TRAFFIC

Foursquare announces that it can connect digital ads seen by Foursquare users with foot traffic in stores. Testing has already begun:

“Flipboard recently used the system to measure a campaign that it ran for an undisclosed retailer and found that the digital ads drove a 12 percent incremental lift in visits to the retailer’s locations within a week.”

Connecting the digital ad space to real world traffic is vital to understanding how our ads work with the people who see them. It will be exciting to see how this new product develops. In a followup article, Adweek mentions other players in this space. The interest in this is only growing.

#digital #instore

 

MAKE YOUR OWN SNAPCHAT FILTERS!

Marketers and party planners alike will be happy to hear of Snapchat’s new rollout of make-your-own geofilters for the platform.

#snapchat

 

EXPERIMENTS IN SNAPCHAT MARKETING

Dominos has run some successful experiments in marketing on the channel that marketers are scrambling to figure out to reach the post-Millennial generations

#snapchat

 

GOOGLE STUDY ON IN-STORE MOBILE USE

It’s not just show-rooming: a study from Google on in-store mobile use has a few key takeaways:

  1. Mobile is the new front door: Target found that 3/4ths of its customers start the customer journey on mobile
  2. Local search matters (for bookstores!): year to year growth in “Near to me” searches. A 2015 Google Consumer Survey found that 50% of consumers who conduct a local search on their smartphone visit a store within a day, and 18% of those searches lead to a purchase.3
  3. Ads that show local inventory drives users into the store (note, 3rd party servers such as Sizmer, a Verso partner, have this capability)
  4. In-store decision guide: 82% of shoppers say they’ve consulted their mobile phone while in store to make a purchase
  5. Omni-channel customers spend more: 250% more, according to MasterCard

#google #mobile #instore

 

INSTAGRAM CONTINUES DOUBLE-DIGIT GROWTH

eMarketer notes that, at this pace, more than a third of internet users will be on Instagram by 2017. The article includes projections for Facebook, Twitter, Pinterest, and Tumblr too.

#instagram

 

ADBLOCKERS ARE YOUNG AND MALE

There are 198 million ad block users worldwide. This infographic on Hubspot goes into detail about who are leading the charge, heavy into tech, gaming, sports and social. Not surprisingly it’s the young male demo. The older female demographic (core, avid readers) are the least likely to be using an ad blocker.

#adblocking #readers

 

PROS AND CONS OF PODCASTS

eMarketer talks to Digitas LBI Social Director about the pros and cons of podcasts for marketers.

#podcasts #audio #streaming

 

HOW TO USE TWITTER

ClickZ attended Twitter’s Flight Camp so you don’t have to. Good stuff here for social media managers.

#twitter #social #bestpractices

 

MEDIA PROS JOIN SNAPCHAT #FAILBETTER

A week travelling on the West coast with a pair of 15 year-old boys has shown me the vitality of Snapchat, the generational divide (and I mean the one that the millennials are starting to feel with the generation after them . . . ), and how Gen X just. doesn’t. get. it.

#snapchat #genx #fail

 

AOL FTW

More evidence that the digitally connected older generation are where the action is with digital marketing.

#email #boomers #politics

 

TWITTER UPS ITS GIF GAME

Integration with Giphy and Riffsy make it easier for Twitter users to post animated gifs.

#twitter #gifs

 

WRONG END OF THE FUNNEL

Why haven’t buy buttons on FB and Instagram taken off yet? Because they’re trying to force top of the funnel marketing down the funnel too far…. Customers aren’t interested in that (need a little more time and comfort before making the purchase).

#facebook #instagram #thefunnel

 

TUMBLR STRUGGLES

It’s still a great way to reach the YA audience, but Tumblr’s growth is slowing. Here are projections via eMarketer:

“Regarding its total user base, this will be the last year Tumblr will grow by double digits, signaling a plateau. In 2016, Tumblr will have 23.2 million users in the US. That’s less than half as many as Pinterest (which has 54.6 million) and less than a third as many as Instagram (which has 89.4 million).”

#tumbler #teens

 

The image at the top of this post is taken from the current Tara Donovan show at the Quint Gallery.

 

Next to Now: Feb. 19 Edition

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ARE CONSUMERS STARTING TO VALUE NON-DIGITAL EXPERIENCES?

Yes. We’ve seen it in the plateauing of ebooks and the continued strength of print books. Now, other media are seeing it too (even marketing people at mobile companies!):

“‘We’re seeing that people really love their phones, but many are craving a digital detox,’ explains Meredith Vincent, executive advertising director at AT&T Mobility.”

In book marketing, we should always remember the reasons our customers value books.

#nondigitalplug

 

DIGITAL STUDY SUGGESTS PEOPLE WANT DIGITAL ADS TO BE MORE LIKE PRINT

An article on niemanlab.org points to a Swedish study that suggest that intrusive ad forms—such as video, interstitials and rich media—are so disliked that CTR is negatively correlated to an ad’s effectiveness:

“The study revealed that the most effective of these formats was the static image. Static banner ads had the greatest effect on a reader’s preference for a brand and intent to purchase the item advertised — and those are among the categories that matter most to advertisers who, at the end of the day, want to sell something.”

The research team discovers that a “good” ad is a relevant one. That’s the goal: An informative static ad that does not get in the way of what you’re looking for, but offers relevant information you can choose to follow up on.

#adtech

 

SEARCH ADS DECLINE WHILE DISPLAY SPACE STAYS STRONG

The effectiveness of pay per click search advertising is diminishing, but the realm of display advertising is growing in strength. In ClickZ’s report from Connect conference:

“WordStream’s @larrykim: 95% of time online is spent consuming content but just 5% searching for it.”

#display #search

 

INSTAGRAM PUSHES MORE VIDEO ADS

In the announcement that they will start counting video views, Instagram also says that, like Facebook, three seconds of view-time will count toward a view. The question is are these views more valuable than a Vine, where videos play instantly, or is three seconds still too little to count even if it’s user-initiated.

#video

 

DIGITAL AD SALES ARE UP REVENUES ARE DOWN

An article at Columbia Journalism Review, looks at the struggles of media platforms that rely on digital ad spending for their bottom line, even as they’re growing:

“And yet growth can have its downsides. Even as digital ad spending climbs, flooding into video and expected to surpass TV, it’s also pressure on media sellers to lower their prices, leading to what some experts are calling, “digital deflation,” and an overall slowdown in the ad spending market, The New York Times reported.“

#digitalad

 

The image in this post is a photograph of the Robert Ryman show at Dia's Chelsea Gallery, looking in at one of the galleries from the entrance hall.

Next to Now: Valentine’s Day Edition

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SOCIAL MEDIA MANAGERS REJOICE

As a Valentine’s Day present to social media managers who like to keep their personal and their business identities distinct, Instagram announced this week that they are finally going to allow users to toggle between multiple accounts.

#instagram #social

 

INFORMATION OVERLOAD

From Quartz:

“Many people today struggle with information overload. We shift our attention between online and offline activities every 45 seconds, according to Gloria Mark, professor of informatics at the University of California at Irvine.”

In a world of information overload, advertisers need to respect their audiences and reach them in environments where the message can be heard

#attention

 

GOOD NEWS FOR QUALITY CONTENT

The FT hit a readership record: 780,000 paying readers, the highest in their 128 year history. In his latest newsletter, Ben Evans says,

“The FT now has the highest paying readership in its history. Remember how ‘pay walls’ were a staggeringly stupid idea? The Times is also now breaking even.”

This is also a win for advertisers (like books!) that match well with the audiences on these blue chip platforms (The FT, the New York Times, etc.). Reaching a committed reader in a place where s/he is reading relevant, engaging information. The best advertising shows its target what they want when they want it.

#thoughtleaders #targeting

 

WHAT GAME?

From USA Today on last Sunday’s Super Bowl: “According to Venables Bell & Partners, 78% of people were more excited about the commercials than the game last night.”

#superbowl

 

HOW DO YOU MEASURE AD SUCCESS?

That Mountain Dew ad freaked me out, but it was successful (especially when you remember that 40+ year old men are not the target demo):   

“Mountain Dew’s director of brand marketing Sadira Furlow told Adweek the Super Bowl campaign generated 11 million views across social media since its first teaser spot launched on Jan. 22.”

#roi

 

SNAPCHAT USER STUDY

While I watched the Super Bowl with my Twitter stream running, my 15 year old son was watching it with Snapchat running. While dedicated Snapchat users are a growing bunch, a recent study suggests they’re not engaging with the branded content as much as they are with their friends. To the question “How often do you buy something you saw on Snapchat,” 87% of respondents replied “Never.” 54% of respondents said they never watch Snap Discover Stories.  

#snapchat #streaming

 

THE TOP SUPER BOWL ADS

Hub Spot lists the top Super Bowl ads: Heinz, Snickers, Pokeman, Axe . . . Though it was the least flashy, I wonder if the most successful ad of the night wasn’t the one for the new Jason Bourne movie. It reached it’s target audience, delivered the message they wanted to hear (after taking a movie off, Matt Damon’s back as Jason Bourne!), and stuck in the mind. No tricks, just the right ad at the right time. Maybe only Beyonce’s ad for “Formation” directly following her performance was better targeted.

#superbowl #video

 

MOBILE USAGE WAS HIGH DURING THE 2016 SUPERBOWL

The second-screen phenomenon for huge live events is a regular thing. You probably knew that already, but it’s always worth a reminder. 

#mobile

Next to Now: The Super Bowl of Advertising Edition

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It’s Super Bowl weekend! That means most of the advertising industry is strutting, preening, and fretting in advance of the one event in which ads are at least as anticipated as the game. This time of year the industry’s worries are on full display: are we just making ads so people can see what fancy ads we’re making, or are we actually helping to sell products? We know where we stand at Verso.
IF A MARKETER DUNKS IN THE DARK, WILL ANYBODY SEE IT?

Only a few years removed from the Super Bowl power outage and the Oreo tweet that launched a thousand industry thought pieces — “Power out? No problem, you can still dunk in the dark” — the idea of social media “war rooms” is on the wane. It turns out that not only is a “free” social media onslaught expensive, it’s also not as wide reaching as it used to be:

“A couple of years ago, there was a lot more fun and opportunity in real-time marketing,” said Gareth Goodall, partner and chief strategy officer at Anomaly. “Those days are behind us. It’s a paid-media game today and with that, comes a lot more preparation than real-time inspiration.”

#social #freeisexpensive

 

POLITICS AT POLITICO

Politico has never been immune to the political turmoil it covers so well, but with two founders scheduled to leave at the end of the election cycle the question becomes: is this an orderly transition that signifies the site’s healthy growth or a sign of an unstable foundation for the future?

#politics

WHAT WILL A SUPER BOWL MARKETING BUDGET BUY ONLINE?

As a thought exercise, AdWeek asked marketers what a $5 million Super Bowl ad budget would buy online. For your weekly book marketing meeting, here are some alternatives: 1.5MM app installs; 5 custom Twitter emojis; 12.5 days of sponsored Snaps; 10.5 premium Instagram campaigns; 50 Tumblr takeovers; 8-10 YouTube masthead ads; and a gazillion Facebook impressions. But how many of those alternatives could possibly drive a conversation in the way that a first quarter Super Bowl spot can?

#thoughtexperiment #digitalvbroadcast

MORE THAN 50% OF US POPULATION WILL WATCH STREAMING VIDEO

EMarketer projects that 2016 will be the year that more than half of the U.S. population will watch TV shows online at least once a month.

#streaming #video

 

AUTO-PLAY GETS POPULAR (WITH WEBSITES IF NOT USERS)

Caveat emptor: Facebook’s move to auto-play has made it popular for many websites. It certainly gooses the numbers of video views. The question is are they *good* views, and do the readers like it or are publishers just asking people to install ad blockers?

#video

 

ON CONVERSATIONAL COMMERCE

Will 2016 be the year of conversational commerce? Uber’s Chris Messina thinks so. Platforms like Facebook Messenger, Peach, Slack and more are moving in this direction and advertisers should pay attention—especially since there’s more global traffic on messaging apps than there is on social networks:

“Suffice to say, the verbs we use with traditional apps are irrelevant in the conversational paradigm. We “buy”, “download”, “install”, and “trash” apps. The conversational paradigm is more social, and therefore less technologic. We use humane verbs like “add”, “invite”, “contact”, “mute”, “block”, and “message”. The language of conversation is more accessible to a broader audience, which will in turn accelerate the adoption of conversational agents faster than we saw with desktop apps.”

(via @onlydeadfish)

#messaging

 

MARKETERS NOW: DOWN ON FACEBOOK, UP ON SNAPCHAT

Visual marketing is in. That’s good news for Snapchat, Instagram and Pinterest:

“According to research from eMarketer, more senior U.S. ad buyers are planning to advertise on Snapchat for the first time this year over any other social media site.”

#visual #snapchat #instagram #pinterest