Facebook has built the internet's largest ever social network, and on the back of that, a multi-billion dollar business.
Not surprisingly, a big part of that business is advertising. Much like
Google before it, Facebook serves as a gateway to millions upon millions
of consumers. On volume alone, Facebook makes a mint.
Will 2011 be the year addressable television advertising – commercials targeted to specific homes – finally takes off? The answer is yes if you ask DirecTV and Starcom MediaVest. Starcom has committed to spend up to $20 million of its clients' budgets on addressable ads sold through DirecTV next year.
Forget the fact that Canoe Ventures, the much-hyped addressable ad platform launched by the big cable companies, is … well, dead in the water. A satellite provider may wind up delivering the most precisely-targeted TV ads for brands like P&G and Coke next year.
The U.S. Federal Trade Commission (FTC) has increasingly been taking a more active role in trying to make sure that online marketers aren't harming consumers. That has meant, amongst other things, keeping a close eye on marketing taking place through social channels. You know, Kim Kardashian's tweets.
Yesterday, the FTC issued a long-awaited staff report that "proposes a framework to balance the privacy interests of consumers with
innovation that relies on consumer information to develop beneficial new
products and services."
It has the most extensive loyalty scheme and probably the biggest database in the UK. The company is not short of cash either, as it accounts for something like one in every seven pounds spent
in the UK.
So Tesco must have the clout to talk to their customers relevantly as individuals through email...surely?
Congress has struck fear in the hearts of digital marketers that regulation will squash the potential of targeted ads. But something else might get in the way of online targeting's success: customer preference.
According to a recent academic study, big targeted ads online are actually no more effective than run of the mill banner ads. Combining the effectiveness of roadblock ads with targeting may seem like a no brainer to marketers, but web surfers aren't responding as expected.
According to the 2010 Display Advertising Study conducted by Advertiser Perceptions on behalf of Collective Media, the number of advertisers planning to increase their spend this year on site-specific ad buys is greater than the number planning to increase their spend on ad networks.
The study, which was based on interviews with 420 advertisers, found that nearly half of the advertisers interviewed planned to spend more money this year with "spending increases limited to vertical content and video sites". While ad networks are also set to be the recipients of greater spending, the number was closer to a third of respondents.
Although the global economy appears to be on the mend, smart companies are finding ways to get the most out of their marketing efforts. For many, maximizing mailing lists is a good way to do that. Email marketing showed strong growth in 2009 and according to several surveys, a sizable percentage of companies will either increase or maintain their email marketing budgets in 2010.
Where should they focus their investments? As part of email marketing solutions provider StrongMail's latest Email Breakthrough Report, a team of email marketing veterans reviewed hundreds of recent email campaigns and came up with a list of trends that email marketers should be looking at in early 2010.
The self-inflicted wounds Facebook received from its new privacy setup are getting deeper as some users pull their information, and others quit the social network altogether.
While I think that a lot of the criticism being leveled at Facebook is
hyperbole, Facebook's new privacy regime does represent an almost 180-degree turn for the
world's largest social network.
The online ad industry is fighting back complaints that it violates consumer privacy with a creepy new ad campaign. Literally, new online ads defending online advertising tactics are running with the tagline "advertising is creepy."
Much of the confusion about the ongoing privacy wars online comes down to consumer ignorance on the matter. The Internet Advertising Bureau is hoping to change that with the campaign that launched today — set to reach every American online. But even confronted with the details of online advertising, will consumers listen?
Research for Econsultancy's 2009 Online Advertising Networks Buyer's Guide published this month has shown there is plenty of innovation within the display advertising sector even if there are too many ad networks without a distinct USP fighting for market share.