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Every marketer knows that the key to an effective advertising campaign is reaching the right person with the right message at the right time.
And as every advertiser (of a certain age) knows, this used to be so much easier when people lived homogenous, predictable lives.
You know how content marketing is the saviour of digital marketing? I’m sure you’ve heard that once or twice before.
Especially now that display advertising is all but dead in the water and native advertising is ethically dubious at best.
According to Adobe and FairPage, more than 144m people are now using ad blockers to stop advertising in its tracks when they browse the web.
That number doubled in 2013 and continues to rise.
Because of demographics, ad blocking is not surprisingly most common in the video game and technology verticals, but is increasing in other verticals, like business and entertainment, too.
We don’t talk an awful lot about ad campaigns on the blog. We’re more about the delivery of them.
Where they work? What formats work best? What the heck does programmatic mean? It’s mostly ‘measurable ROI’ rather than the actual content of the ad itself.
However, just like when the excellent BLAH Airlines campaign from Virgin came along, every so often you have to take advantage of your blogging power, sit back and share something you love purely because it’s really clever.
So here’s the new campaign from Geico, which gloriously subverts everything you thought you knew about YouTube pre-roll ads.
It’s our monthly round-up of the very best branded Vines of the past four weeks.
For your 150 seconds of pleasure this month we have a big name celebrity whose time has been exploited for all its worth, a mystical pizza snatcher of legend and some mild mistreatment of a plastic doll.
Not long ago I interviewed Beverley McIntyre, director of member services and support at News UK.
The extent to which a paywall has changed life at The Sun is quite remarkable. Last weekend, fingering Twitter, I saw that The Times and Sunday Times is offering a free iPad Mini to anyone taking out a premium subscription.
This intrigued me and I looked further at The Times member page, a more advanced product than The Sun when it comes to paywalls at News UK, having been in place for a while longer.
I saw a lot of features that I take to be trends in publishing strategy, customer support and web design.
Here they are...
The advertising landscape is confusing, fragmented, brimming with new technology and not necessarily transparent.
That's partly the reason that Marketing Week and Econsultancy have launched a conference on the subject, Get With The Programmatic, in partnership with AppNexus.
It's also the reason Thalamus exists, a startup that aims to be the 'Yelp of advertising'. I caught up with founder and CEO, Garrett Gan.
The Financial Times has launched a daily digest email called First FT.
I've noticed a retro trend for daily and weekly digest emails from publishers, with Quartz' version regularly cited by digital folk as the first thing they read in the morning.
Here's why email is enjoying a bit of a resurgence. I've included some examples of other publishers and their daily digests.
Dinosaurs not included.
Here are the most interesting digital and marketing stats we've seen this week. This week's crop takes in budget supermarkets, YouTube, retargeting, McDonald's and, of course, social media.
As always, if you want more extensive research and up to date stats, see the Internet Statistics Compenium.
Consumers love it when a company's mask slips. They jump on perceived proof that businesses are all in it to rip off the customer.
PR snafus such as Sainsbury's recent inside-outside poster are a good example of this phenomenon. Social media goes crazy.
In recent times, the move to enhanced service, partly stimulated by the commercial internet, means the mask has further to slip (but it still can). Companies aim to be transparent and friendly with customers on an increasing number of marketing and comms channels, but mistakes still occur.
Marketing automation is one area where brands must be vigilant, lest the wrong message be sent or the right message at the wrong time.
So, here's a roundup of some ways in which marketing automation can go wrong, in social, ecommerce, email and advertising.
The stats we've seen this week continue a trend for the past year.
There's lots about advertising, lots about mobile and plenty about where the two collide. Other highlights include the dreaded 'millenials' and their economic outlook and some interesting insight into the state of mobile in MENA specifically.
As always, if these stats don't sate your hunger, head on over to the insights and data in our Internet Statistics Compendium
Once upon a time, the success of an article was judged by how interesting it was to read.
Of course, front page splashes, naked girls and free giveaways had an impact on print sales, but so, too, did regular columnists of quality and serialised work.
Essentially, serving your audience was thought to be important and publications often had agendas that went some way to determining their output.
I think this is still the case with print media, but one can't ignore the fact that print is receding. As it does, news and media online is to some extent being depoliticised as social media allows any publisher to reach an extended audience. Reaching large audiences is important for driving up the cost of advertising inventory.
Don't get me wrong, the sophistication of the internet is a good thing. It's no longer acceptable or, more pertinently, advantageous to massively keyword-stuff your editorial or add the terms 'porn' and 'XXX' to your title tags.
Ad technology, too, is getting better at allowing advertisers to understand revenue associated with campaigns across platforms. But the fact remains that many believe advertising needs to break away from the religion of the impression.
If it continues, it's going to become increasingly difficult to find subcultures. Parody and the parodied will be indistinguishable.
So, what can stop clickbait?