Tag Archives: microsoft

Next to Now for November 4

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PUBLISHERS RETHINK TABOOLA AND OUTBRAIN

They were supposed to be the next big thing in advertising: a kind of native advertising you could book and run programmatically. But the New York Times reports that those “Promoted Stories” style ads with rows of photos and links beneath articles are falling out of favor. While we’re fans of native advertising when it’s executed with an authentic voice, real content affinity, and true transparency, we’re not big fans of “native programmatic”—a concept that seems like an oxymoron at best. As readers continue to complain and high end website continue to notice how poorly click-bait headlines look on their pages, we expect to see less of this kind of advertising going forward.

#programmatic #native

 

IS “PROGRAMMATIC” DEAD?

OK, that headline is a little click-baity. Programmatic is livelier than ever, responsible for as much as 89% of overall banner ad  buying by some counts. The question is really: has the word “programmatic” out-lived its usefulness? This “Op-Ed” by 360i’s Kolin Kleveno argues that the term is being used so frequently that it’s becoming meaningless. He argues that the true use of the term should point to two factors in a campaign—data-driven and automated—but it’s being bandied about by every ad tech vendor under the sun. That said, even if we limit the term to those two factors,it doesn’t narrow usage down much these days. With everything from applying an optimization algorithm to running ads in emails only when they’re opened, what’s *not* data driven and automated?

#programmatic

 

REDDIT UPS ITS AD OPTIONS

Reddit, the online community of communities, is introducing a new ad option that lets advertisers target users by the groups they frequent most. As Reddit is a passionate community, this is a great way to target users by interest. Because many Reddit users are also outspokenly anti-advertising, the company is wisely providing an “opt-out” option for all users. No advertiser wants to launch their product in the face of someone who would likely turn around and trash the product, just because it’s being advertised to him or her.

http://digiday.com/agencies/op-ed-time-retire-term-programmatic/

#reddit

 

RADIO STILL RULES

A post on eMarketer suggests that listeners still turn to radio for music, followed by owned music, and then by streaming services such as Pandora and Spotify. While radio doesn’t offer the campaign metrics of streaming services, it remains a great way to reach a broad and engaged group of people.

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#streaming #audio #radio

 

INSTAGRAM V. SNAPCHAT

Instagram and Snapchat are the two most popular apps for Millennials and Gen Z. But how do they fare mano a mano? Adweek compares the two based on polling and finds that they’re neck and neck. Instagram doing a little bit better with ad recall, but Snapchat ahead by a nose in quality of features and perceived “coolness.”

#instagram #snapchat #millennials

 

HOW DO SILICON VALLEY DIGITAL DARLINGS MAKE A STATEMENT?

In print. Just saying.

#slack #apple #microsoft #print

 

BUT PRINT IS GOING TO NEED A LOT MORE STATEMENTS . . . AND QUICK

Columbia Journalism Review points to the massive decline in print ad revenue at major papers such as The Wall Street Journal—and how we’re seeing the real effects of those declines now.

#cjr #wsj #print

 

photo (c) 2016 Martha Otis

Next to Now: Friday links for Sept 9.

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PODCAST ADS CREATE HALO EFFECT

While podcasts still don’t deliver the ad metrics of other digital products, evidence continues to mount that podcast advertising is effective.  A new Edison Research study commissioned by the IAB suggests that 65% of podcast fans “are more willing to consider purchasing products and services they learn about during a podcast.”

#podcasts

 

INSTAGRAM IS BIG & GROWING WITH MILLENNIALS

Four charts from eMarketer show how Instagram’s U.S. audience is substantial and growing, that more than half of US millennial internet users are “active” on Instagram, how the app is favored by college students, and how their user base trends toward higher incomes among U.S. teens.

#instagram #millennials #social

 

INSTAGRAM IS KING FOR RETAILERS

As reported in Mediapost, a new study from research company L2 suggests that Instagram is the top social platform for retailer engagement:

“’Instagram remains the king of engagement,’ with interactions that are ’10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter.’

It also says Instagram users are considerably more open to what brands have to say on that platform, with 50% of users following brands. ‘Not all brands are benefiting equally on the platform,’ it says, ‘with the top seven brands in terms of engagement capturing 77% of total Index brand interactions over the past year.’

Further, a third of Instagram users made purchases on their phone, which makes them 70% more likely to do so than non-Instagram users.”

#instagram #retailers

 

WHY FACEBOOK LIVE IS WRONG FOR ADVERTISERS

In an article for Ad Age, Carrie So argues that Facebook Live mid-roll ads are stuck in the past: 

“Essentially, the concept strives to resurrect the 20th-century TV broadcasting model within the context of a 21st-century social network. Having just recently started testing mid-roll ads, Facebook Live wagers that viewers who log onto the site to see photos and updates from family and friends will not only want to watch live broadcasts — but will also stay tuned for the ads that scroll in the midst of the live programming.”

The two main problems: (1) mid-roll ads are easy for users to skip since it’s so easy to put down your phone during a break in the programming, and (2) there’s a distinct lack of quality control; even major publishers such as the New York Times are forced by their deals with Facebook to stream too many video hours to sustain high standards.

#facebook #streaming #video

 

AD FRAUD REPORT POINTS TO CHROME AND INTERNET EXPLORER

A recent ad fraud report cited by the Wall Street Journal suggests the most ad fraud happens with Google’s Chrome and Microsoft’s Internet Explorer browsers. While both companies fault the study, it’s clear that since the two companies have the most users they also make the most attractive targets for fraudsters. While Microsoft has failed to patch security holes on IE (especially discontinued but still popular iterations), Google continues to work hard to try to stay ahead of the fraud where possible.

#adfraud #microsoft #google

 

PEW RESULTS ON AMERICAN READERSHIP

The Pew report on reading in America is out, with results in line with what we’ve seen in recent years: overall adult reading is slightly down, ebooks remain plateaued, and the core demos of America’s strongest readers remain affluent, educated women:

“In the most recent survey, those most likely to be book readers included women; young adults (those ages 18-29); [and] those with higher levels of education and higher household income . . . These patterns largely hold for overall book reading and for the different reading platforms – printed books and e-books.

“The average woman read 14 books in the past 12 months, compared with the nine books read by the average man, a statistically significant difference. The median number of books read by women was five, compared with a median of three for men, which was not statistically significant.

“Those with higher levels of education were more likely to have read multiple books than those with high school diplomas or less. The typical college graduate or someone with an advanced degree read an average of 17 books in the previous year, compared with nine for high school grads and three for those who did not graduate from high school.”

#pew #readers #demos

 

FACEBOOK’S FIRST VERTICAL VIDEO ADS

The first vertical video ads have gone live on Facebook, and the results suggest a 3x improvement in performance and efficiency. This might be simply an example of a format getting increased attention mostly because it’s new, but given how video and social consumption have moved to mobile, we do think vertical video is here to stay.

#facebook #video

 

BILLBOARDS CONTINUE TO MAKE NEWS

The New York Times reports on the continued importance of out of home advertising, even as online ads steal budgets from print and broadcast. The continued growth of digital innovation with billboards—both with creative and with user targeting—means the venerable ad platform is just as vital today as it was 100 years ago.

#outofhome

 

MOBILE APPS CONTINUE TO GROW

An article in Marketing Land points to a new report from ComScore that shows that two-thirds of all time is spent on mobile, and over half of time spent on mobile happens within apps.  But while mobile has most total user hours, desktop still is king of the conversion. When the consumer is ready to pull the trigger, s/he still heads for the desktop. Here’s Business Insider’s take on the ComScore report.

#desktop #mobile #apps

 

Ceiling photo detail (c) 2016 Martha Otis

Next to Now: Welcoming in Summer with New Targeting, Better Engagement, & Mergers that Matter

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TWITTER INTRODUCES EMOJI TARGETING

Adweek announces that Twitter is set to allow advertisers to target by emoji. From showing a travel book to users of the airplane emoji to a soccer book to users of the soccer ball emoji, there are endless ways to put this new targeting to work for your title.

#twitter #emoji #targeting

 

HIGHER ENGAGEMENT WITH ARTICLE-EMBEDDED VIDEO

A new study using eye-tracking software suggests that video embedded in news articles has significantly higher levels of engagement than video viewed in social media. The report found that 50% of users scroll more in social media and cover more content, but engage less with any single piece of content.

#video #native

 

PODCAST LISTENERS: A SMALL BUT ENGAGED AUDIENCE

In a new study reported on eMarketer, only 21% of internet users said they listened to podcasts. But of those who had listened to a podcast in the last 6 months, 85% tune in at least once a month and 33% say they listen more than once a week. This is more evidence that podcast listeners are a highly engaged audience.

#podcasts

 

FACEBOOK SET TO TRAFFIC IN-STORE IMPACT OF ADS

Facebook is joining Google and Four Square with its plan to track in-store behavior of people who see ads on Facebook. This is potentially good news for real-world bookstores and we look forward to learning just how digital ads affect the in-store experience.

#facebook #instore

 

LINKEDIN PURCHASE MAKES MICROSOFT A BUSINESS COMMUNITY LEADER

The combination of LinkedIn’s social chops with Microsoft’s deep data-rich information about the tools used in most businesses means this merger could be good news for advertisers looking to reach the business community.

#business

 

THIRD PARTY ADS COME TO SNAPCHAT

Third party access usually mean technological assistance improves and minimum spends come down. So this is good news for advertisers looking to reach the Snapchat generation, but who don’t have the six figure budgets that have been the easiest way to promote stories. Here’s Adweek’s take on the Snapchat news. Here’s more on it from The Drum and from Bloomberg. 

#snapchat #social

 

LOOKING TO REACH ENTREPRENEURS?

A new partnership between iHeartRadio and WeWork promises to be a great way to reach entrepreneurs:

“According to WeWork CMO David Weiswasser, music has played an important role for WeWork during its history. The company already hosts a number of events each year centered around music, and in the past, it programmed its own streaming station and hosted a three-day event in the Adirondack Mountains featuring live bands for members. He said the iHeartMedia partnership is a chance to build in a way that’s both community- and member-driven.”

#business #radio #streaming #audio

 

CONTEXTUAL COMMERCE

Commerce is coming to a messenger app near you. Soon a conversation on Facebook Messenger about finally getting those “Hamilton” tickets could lead to an invitation to read the book that inspired the musical. You could then buy the book through one click, then go on chatting.

#contextual #targeting

 

photo (c) Martha Otis at Union Square Market