Posts in Advertising

Tapping into the desire to support good causes: a growing affiliate marketing model

As someone who believes we all have a responsibility to contribute to society (not just in our home country but also to important global issues), I’m receptive to initiatives that marry consumerism with philanthropy.

When the industry I work in contributes to good causes, it puts a smile on my face.

That’s why I’m interested in how e-commerce facilitates socially responsible actions, such as enabling donations to Charities and not-for-profit organisations, without placing the burden on the individual to part with cash.

The latter is particularly important given the continued economic woes and financial pressures.

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Adoption of marketing attribution driven by social and mobile

The rise of social media and mobile usage has led to an increased interest in marketing attribution, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing. 

The new report, Making Sense of Marketing Attribution, is based on a survey of more than 700 marketers based predominantly in Europe and North America. 

It finds that just under half of respondents are more focused on marketing attribution as a result of mobile and social. 

More highlights follow...

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Real-time bidding soars, expected to be $7bn market by 2016

Real-time bidding (RTB) may be a source of concern and confusion for both media buyers and sellers, but that isn't stopping adoption of RTBs.

According to a report published this week by sell-side platform Index Platform, the number of RTB impressions sold via its platform jumped nearly 30% in the first and second quarters of the year. What's more: growth was driven by both major advertisers, which accounted for 57% of all spend in Q2, and local advertisers, which increased their spend by nearly 50% quarter-over-quarter.

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Can rich media save mobile?

Over time, advertising spend has held a close correlation with consumer behaviour. A trend that has been consistent across print, TV, the web and now even Facebook.

However, one channel has proved incongruous with the rest: mobile. Report after report points to consumers worldwide spending more time on their mobile devices.

In Europe, the mobile revolution is well under way, with premium publishers typically generating 50% of their traffic through their mobile sites.

Despite this, mobile display only accounts for 6% of the display advertising spend in UK and lower in the rest of Europe.

As consumers spend more time on their mobile devices, it makes sense that brand marketers look for effective ways to capitalise on the high level of consumer engagement with the channel. But as we continue to wait for mobile display advertising spend to increase we all begin to wonder: will marketers ever be able to monetize mobile display effectively?

Can the publisher compete with the usual suspects like Google, Facebook and Twiter? Will rich media be the knight in shining armour that can save mobile? 

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Is Google's YouTube original content push failing?

In late 2011, Google announced that it would invest $100m in developing original content for YouTube. The idea: team up with the most promising homegrown YouTube sensations, Hollywood studios, celebrities, brands and agencies to answer the question, "What comes after television?"

Since that time, YouTube has continued to forge partnerships, develop new content in desirable markets and evolve the YouTube user experience around 'channels.'

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Two seconds to playback: slow video drives users away

Most companies active on the web understand that speed matters and that slow can kill sales.

But while the impact of a slow website generally is well-established, there's far less data about the quantitative impact of performance when it comes to one of the increasingly important content types on the web -- video. Until now.

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Takeaways from Ad:Tech New York

The Econsultancy team braved the stormy weather to attend Ad:Tech in New York on November 7-8, 2012. In order to capture the great panels and conversations on offer, we created our first storify to curate three main conversations that took place on day two of the conference.

With mobile and geo-targeting at the forefront of the conversations over the two days, there was speculation of what the future of marketing will be as we move more toward tablet and smartphone use as well as multi-screen consumption. For those of you who attended, what were your key takeaways?

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Mattel continues to engage with Barbie 'Life in the Dreamhouse' web series

This week on our weekly showcase of The Dachis Group's Social Business Index we've focused on cars, cars, cars…and Barbie. 

The Dachis Group has analyzed three well-known brands – Chrysler, Renault and Mattel - to see why they are faring better in the social space this week.

We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

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Obama outspends Romney online during #election2012 : infographic

It's hard to put in perspective how much money goes into a presidential campaign. Obama and Romney have poured their hearts and souls and their supporters' pocketbooks into a race to take office in 2012. 

A recent infographic by Retargeter shows the difference in online spend during the two candidates' campaigns. Obama's is much higher with a spend of 52 million, about 12 million more than it cost to build the Lincoln Memorial.

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Volkswagen accounts for 25% of car ads shared online

Producing content that consumers want to share is the holy grail for video marketers, as not only is it an endorsement of your ad but it means that person’s friends are also likely to view the video.

And within the automotive industry, nobody produces shareable content quite like Volkswagen.

A new report from Unruly found that the German carmaker accounted for a quarter of all automotive video shares from June 2011 to June 2012, followed by Kia (21.6%) and Chevrolet (15.3%).

The data, which is sourced from the Viral Video Chart of 12,867 autos videos, also shows that VW’s Super Bowl ad The Force is the most shared ad of all time, with more than 5.5m shares and 62.5m views.

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Will Obama beat Romney in the US election or only in social media?

In less than 36 hours we'll know the outcome of the one of the most talked about events of the year: the US elections. 2008 was marked as the first election that used social media with Obama far outpacing Senator McCain.

Now the mudslinging has hit every social platform and not only are we hearing the candidates point of view but news outlets, bloggers and anyone with a Twitter, Facebook or YouTube account are taking to the internet to say who should be the next president.

Global social advertising platform, Ebuzzing, is one of the many companies analyzing social media to predict the outcome of the election. They have pulled together over 925,000 tweets, 159,000 forum posts, 75,000 articles and 6,600 blog posts. According to the team at Ebuzzing, this amount of conversation equates to a media value of over $16 million.

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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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