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Posts in Advertising

UK TV viewers will watch more than 1trn ads in 2012

Just 6% of UK consumers own a TV with built-in Wi-Fi despite the fact that in the past three years more TVs have been sold in the UK than there are households.

The findings come from a Deloitte survey of 4,000 UK consumers which also found that TV viewers will watch one trillion ads in 2012.

It adds to a growing body of evidence which suggests that connected TV is failing to catch on with consumers.

Up to 70% of homes have at least one way of connecting their TVs to the internet either through an integrated connection or through a games console, yet just 16% of respondents use their TV to watch catch up TV on a regular basis.

Almost half of respondents had never used their TV to watch video-on-demand. Furthermore, just 5% of respondents said they use connected TV apps ‘frequently’.

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Six tips for great B2B videos

Thanks in large part to the popularity of video on the consumer internet, video has become a more important part of many companies' B2B content marketing strategies.

For obvious reasons, the process of creating an effective B2B video is a bit different than creating a B2C video, but that doesn't mean that it's an impossible undertaking.

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Is real-time bidding (RTB) for video overhyped?

The market for real-time bidding (RTB) may be a nascent one, but many experts believe RTB will have a significant impact on the ways marketers buy media and the ecosystem of companies in the space is growing rapidly as evidenced by our new Real Time Bidding (RTB) Buyer's Guide.

Although much of the RTB action has been in the display market thus far, the amount of RTB video inventory available is growing too and is expected to account for nearly a quarter (22%) of online video spend in 2013.

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Which marketing KPI is the most important for display advertising?

An age-old debate in marketing that has begun to rear its head once more: are effective marketing and adverting campaigns born out of art or science?

Creativity lies at the very heart of bringing a campaign to life, but in an era where marketing budgets are under the watchful eye of the board performance has to be measured to demonstrate an impact on business goals.

Recent research brought this to my attention, which found 80% of CEOs believe marketers are “too disconnected” from the financial realities of companies.

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The truth about Real-Time Bidding (RTB): experts' view

Last week, we released a new Real Time Bidding (RTB) Buyer's Guide and an infographic on the RTB ecosystem. Though only a small percentage of marketers take advantage of this area of marketing, those who do are finding it to be one of the most efficient ways to reach customers across multiple touch points through a single campaign.

As there is still some confusion around this area, we reached out to four marketers deeply entrenched in RTB to find out what they think of it, the advantage of making it part of your spend and how it will affect the future of marketing.

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B2B lead generation: when to use registration forms

From downloadable whitepapers to video demos, content is one of the most popular ways B2B companies seek to generate leads online.

In many if not most cases, that content comes with a price: to access it, the interested party must fill out a registration form.

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Real-time bidding inventory grows 14% per month in Q2

The amount of pre-roll video advertising inventory available for real-time bidding grew by 14% per month in Q2, topping 29.9m streams per day in July according to data from TubeMogul.

As a result of the increase in ad space CPMs declined to £4.97 in Q2 from £6.47 in Q1.

The growth of the RTB video market is a trend identified in our new Real-Time Bidding Buyer’s Guide. In the US alone, RTB will account for around 15% of online video spend in 2012 and is forecast to account for 22% in 2013.

The increase in spending is partly attributed to the fact that the capabilities around audience buying and creative optimisation are a natural fit for video advertising.

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Post-Penguin survival dominates Affiliate Summit #ASE12

At Econsultancy, we've been writing about the changes being implemented off the back of Google's Penguin update and how it will affect what you do to your site. How are we surviving in this post-Penguin world? And how are affiliates and those sites that relied on link building (amongst other things) to make their money, going to continue to stay in business?

This morning at Affiliate Summit East in New York, Wil Reynolds, founder of SEER Interactive, spoke about the changes Google has made with Penguin and how to prepare for the ones that will be game changers. Immediately following his session, Lornen Baker, Vice President of Business Development at BlueGlass, spoke about how we have to look at link building in a new way.

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Pinterest opens to everybody: what it means for brands

According to Experian, Pinterest is the third most popular social network in the United States. So it's no surprise that brands have flocked to set up shop, particularly given that Pinterest may be a far more profitable platform for brands than social networking stalwarts like Facebook and Twitter.

What's remarkable about Pinterest's rise is that up until yesterday, the social network was still technically in an invite-only beta. One of the reasons cited for this was the company's desire to maintain cachet and a feeling of exclusivity. Others suggested that the startup was trying to mitigate scaling risks, which can easily put a dent in a promising startup's plans.

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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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Customers won’t ‘like’ you unless they like the value you offer in return

malibuWith two thirds of adults now connected to at least one Social Media platform, its rise over the past few years has been staggering.

It’s hardly surprising therefore, that companies have followed consumers on to these social platforms in an attempt to engage with them and get noticed.

What is surprising however, is that some brands don’t seem to have put much thought into their social engagement strategy; they’re more about being social for social’s sake, rather than being social by design and really understanding what it is they want to achieve by connecting with existing and prospective customers via Social Media.

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NBC faces social media criticism for Olympics tape delay, but is it working?

If you're an avid user of popular social media sites, there's a decent chance you've been exposed to the significant criticism that's been leveled at NBC over its tape-delayed coverage of the Olympics.

While the media giant is live streaming events online, NBC's rationale for airing the biggest events on a broadcast tape delay is simple: it can earn far more advertising dollars by capturing prime time eyeballs. That's important given that NBC isn't guaranteed to make a profit from the Olympics given the costs associated with airing them.

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