The social network launched Facebook Exchange to combat investor scepticism of its ability to monetise on its users through advertising.
Early results suggest that the hailed value of user data has been sidetracked by a well-known advertiser darling: retargeting.
Much of the talk about data is vague - a list of "cans," "wills" and "shoulds." Econsultancy offers a new report today - Increased ROI - A Statistical Examination of Ad Optimization - that deals in hard figures.
Does display ad optimization work? If it does, what volume is required to balance out the time and trouble? This report, from Digital Vision Winner Julia Nalven, answers those questions in detailed but straightforward language.
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
A couple of years ago my colleague Jake Hird compiled a bunch of horrible online ad placements, which amused and appalled us in equal measure. Since then we’ve spotted a few more. Some of them are the stuff of nightmares.
I’m a big believer in targeting ads, and I hate the shotgun approach that the majority of advertisers seem to be content with. The lack of demand for smart targeting is one reason why average CPM rates for display have fallen through the floor, though publishers haven’t helped themselves. They should be in the data / engagement game but most are too busy trying to increase page impressions, often artificially (paginated slideshows being among the worst sins committed).
As such, contextual targeting is the most popular - and easiest - form of ad targeting for publishers and advertisers. By matching ads to the content found on a page you can increase relevance and click through rates, though sometimes it doesn't always work out that way, as we shall see.
Here are 13 examples of online ads that have left the brands in question with substantial portions of egg on their faces. Many of these appear to be contextually targeted, though some may just be unlucky. The question is why leave things to chance? Advertisers should take a little more care about where their ads appear.
I’ve spotted a few outdoor ads / campaigns recently that I think are worth sharing. They blend innovation, creativity, technology and interactivity in a number of different ways.
You may think that offline ads aren’t especially relevant to internet marketers, but some of the more successful viral ads have been based around offline events (the Carlsberg biker video, for starters), and often involve real people and real reactions. If I was in charge of brand marketing for a large company then I’d be ploughing this particular furrow with vigour.
These ads can generate an incredible amount of noise and love (as highlighted in the TNT example below). It’s telling that a big budget TV ad such as Volkswagen’s ‘The Force’ is seeded online first these days. In terms of a feedback loop, there is none better than the internet.
Anyhow, some of these ads contain sound, so you might need some headphones. Enjoy!
Twitter has taken huge steps forward of late in terms of its strengthening its advertising offering.
In March, it starting letting advertisers target Promoted Tweets to desktop computers and laptops, or specifically to the 55% of its active users who log in via a mobile device.
Then last month it extended its roll out of its self-serve ad platform to a further 10,000 new advertisers in partnership with Amex.
While success in this area makes this look like a steady path to monetisation, we talk to former Googler and new UK sales director Bruce Daisley about his plans.
YouGov has today released findings from a study into acceptable subjects for TV advertising.
In response to calls from The British Association of Aesthetic Plastic Surgeons for the advertising of cosmetic surgery procedures to be banned, the research company polled 1693 adults in the UK via an online survey.
Fresh from yesterday’s tongue-in-cheek press ad, The Times has announced that it will be the first national to offer free advertising in its iPad edition as part of a package when paid-for space is booked in print.
The trial, which is expected to include John Lewis, will offer brands free static ads in what The Times has referred to as 'one sell'.
Can the vaunted joint venture between the UK network operators get them back on top in the mobile advertising arms race?
Despite the fact that Twitter has been slowly building up its advertising offerings, and is making money from them, advertising on the popular microblogging service is still far more difficult to come by than, say, Facebook.
That's because Twitter's ad offerings, which include Promoted Tweets and Trends, are fairly unobtrusive.