Remember the fanfare when Wired launched its first iPad app, and the frenzy that ensued once Conde Nast announced it had been downloaded over 100,000 times?
Publishers need to swallow the fact that Wired's success was an anomaly, and it isn't likely to be repeated unless the current app development and pricing strategies change dramatically.
The proof? According to stats from the Audit Bureau of Circulation (ABC), iPad app sales for the top publishers, including Wired, declined over the course of 2010.
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.
Yes, it’s that time of the year again: time for the lists and discussions
about the best of 2010 and what’s ahead in 2011. I’m keeping my first
list simple by trying to answer just one question: What are the ad units/ad
platforms to watch out for in 2011?
Hint: None of them involve users accessing the web via desktop or laptop.
With just 10 shopping days left before Christmas, there are
millions (if not billions) of display ad impressions waiting to be
served to online shoppers. A new report shows retailers behind
these campaigns may be losing money because their ads aren’t
Retailers are also more at risk of their ads running against brand-unfriendly content than other market segments in Q4. With performance like this, it’s no wonder the ad trafficking and
targeting intermediaries are working together to develop better performance standards.
Here’s a quick quiz. What’s the difference between a demand-side
platform (DSP) and a real-time bidding (RTB) platform? Can media buyers
get the same results from both? Which is more beneficial for publishers?
What about yield optimization vs. data optimization?
Dozens of startups claim to answer those questions, but there’s really no way for publishers or media buyers to
differentiate. Some of the most prominent ad bidding, buying and optimization
firms have banded together to help clear up some of the confusion.
Specialty fast-food chains like Chipotle and Chick-fil-a are extremely
good at engaging consumers online. These smaller brands have become so
adept, they’re emerging as real competitors to mega-brands like
McDonald’s and Starbucks in terms of digital exposure.
Stats from media measurement firm General Sentiment show just how valuable that digital exposure actually is.
There's lots of buzz around consumer adoption of 4G wireless service, but what about how the shift to 4G will impact mobile content and advertising? Connectivity research firm Yankee Group has a list of predictions for the most significant developments around 4G in 2011. Some are relevant to marketers.
Yahoo wants a bigger chunk of the mobile ad market, and the company's trying to grab it by rolling out a trio of new ad units.
But Yahoo isn’t
trying to steal marketshare from rivals like Google (with AdMob), or
Apple (with Quattro). The target is an even greater behemoth: TV.
Will 2011 be the year “in-app payments” – or transactions that actually
take place within a mobile app – take off? Bango, a mobile billing and
analytics firm, is forecasting revenue from
in-app payments will surge by 600% next year, buoyed partly by the
increased usage of tablets.
Social games are ridiculously popular with Facebook users, which is making them just as popular with marketers. If you’re
thinking of adding a social game to your marketing mix in 2011, take
some tips from big brand expert Disney in terms of how to get it
Disney has teamed with Booyah, developer of the game Nightclub City, to promote its upcoming film TRON: Legacy.