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Posts tagged with Advertising

The Twitter API: human meets programmatic

The official launch of the Twitter Ads API was inevitable but still important for the marketing ecosystem. One of the world’s biggest human-fed and –curated platforms has taken a step in the right direction – using technology to help make marketers’ lives easier.

Twitter is taking a page out of the playbook of Facebook, which started its journey toward a mature advertising business with its own API in 2009. They built on this success with the launch of Facebook Exchange in 2012. As one of the original FBX partners, we have seen the data and scale available become important to many top brands.

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Tips for journalists and PRs working with Econsultancy

2013 is the year of content marketing, and that means an increase on eye strain and inbox space for the editorial team here.

As Econsultancy's Content Marketing Executive, I schedule and source content from contributors that might align well with our reports, and there are a few things I'd like to highlight as tips for both PRs and journalists working with Econsultancy.

This includes what we do and do not cover on the blog, and pitching best practice outlined below.

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Will social TV and the second screen move beyond advertising in 2013?

Though the definition of social TV does expand beyond second screening to the advancement of technology in our TVs themselves and the interaction with programming, it still often relates to how consumers use their tablets and mobiles while watching traditional TV programming.

With the rise of video in 2013, it is only natural that we will continue to look at our relationship and interaction with all of our devices. As the use of mobile while watching TV is steadily increasing, 2013 may bring more overlapping content that moves beyond advertising.

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Do Instagram’s new TOCs highlight the thought-gap between marketers and customers?

https://assets.econsultancy.com/images/resized/0002/7129/instabanner-blog-third.pngThis month, photo-sharing app/hipster lifestyle accessory Instagram is changing its terms of service, and as expected, it’s caused the usual round of shouting and boycott threats to emanate from users.

Personally I don't think it's any great shock or cause for outcry, but I do think it may be indicative of a deeper problem within the marketing and advertising industries: underestimating our customers...

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After the web, what’s next for digital?

Without a doubt, the most significant media disruptor in recent history has been the internet, and it’s reasonable to consider the last 10 to 15 years the “internet era.” If the long history of disruptions has taught us anything it is that we need to ask, what era will be next? 

Even if we can’t predict the future, we need only look around us in digital media and technology to guess and stay informed of what’s down the road. As we have seen how quickly prominent companies have fallen, foresight is sure to pay dividends for marketers, publishers, and generally everyone who interacts with the world around them.

It’s a time for bold statements. It’s a time for stretching the imagination to glimpse at our future “beyond the internet.”

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Australia wins big at Digital Asia Awards

Australia dominated the Digital Asia Awards this month, bringing home more trophies than any other country involved. New Zealand also did incredibly well, tying for fourth place in the final trophy tally.

The Digital Asia Awards, organised by Lions Festival and Haymarket Media Asia, are a celebration of the best that Asia’s digital marketing industry has to offer.

This year the event was held as part of a two-day Digital Asia Festival in Beijing, allowing over 300 members of the digital industry to come together, share inspiration and network.

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Australians are spending more time viewing videos online

Almost 12 million Australians headed online to watch videos in September, streaming 1.5 billion videos and averaging 5 hours and 23 minutes of viewing time, according to a new report. 

The Nielsen Online Video Report showed that Australians are continuing to embrace online videos, averaging 127 videos each in the month of September. 

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Facebook Exchange: a new dog doing old retargeting tricks

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.

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Using numbers on numbers: Ad optimization meets math

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.

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Real-time bidding meets multichannel in a data-driven world: new report

Real-Time Bidding (RTB) Buyer's GuideA 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.

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13 deeply unfortunate online ad placements

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.

Enjoy!

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Creative marketing: five innovative outdoor campaigns

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!

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