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Posts in Advertising

AOL's move to content curation and distribution

Though we are hearing over and over again that content is the way forward, video content has been moving in different directions, from creators making content for specific platforms and others pushing for agnostic distribution. The fight is on for distribution and need the content is greater than ever. But what does this mean for advertisers?

AOL have started branding themselves as the new content distributor and syndicator and they currently have the largest curated library in the US. This includes 420,000 total videos with 50,000 AOL originals and they are in the hunt for more content. As we shift to viewing content online, the core of the viewing experience is real time content with news oriented videos being the most watched. The push seems to be toward news and factual programming with shows on home, food, DIY, and tech and business news.

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Start Me Up! A profile of wishgenie

Wishgenie is a social platform which allows its users to club together to buy gifts for their friends. 

I've been asking CEO David Berney about the business model and the company's plans...

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Seven big in-house marketing challenges

The prominence of agencies in today's digital marketing ecosystem is not surprising: the digital marketing landscape is so complex and seemingly all-encompassing that moving forward alone simply doesn't seem like a viable option.

Agencies aren't perfect, however, and companies that believe they can simply outsource digital marketing to another firm often learn the hard way that it's not so simple.

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VEVO turns to real-time bidding to move unsold pre-roll inventory

Despite challenges and turbulence, adoption of real-time bidding (RTB) is growing and expectations are still high that RTB will be able to deliver on its promise.

One of the big questions that lingers, however, is just how big an impact will RTB have on the online advertising ecosystem outside of display. Take video, for instance. Skeptics make interesting points about RTB's potential shortcomings in the video space and suggest that RTB may not be as applicable to video.

Are the skeptics right? That remains to be seen, but in the meantime, RTB continues to make inroads in video. The latest example of that: yesterday VEVO announced the launch of an RTB platform that it will use to move unsold pre-roll ad inventory.

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How to give your content marketing strategy a makeover

Content marketing was high on the agenda in this week’s Changing Advertising Summit hosted by the Guardian.

We know that it’s nothing new and that brands, companies and charities have been doing it for years.

But this week the great and good of marketing, advertising and digital (from both sides of the Atlantic) agreed that content marketing has become a discipline in its own right.

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Banners, buttons and text links: an experiment in conversion

Much is written about conversions from various types of page real estate, but few share that data.

Working with the team at Live Casino we have spent the past 12 months looking at how different call to actions affect click through and uncovered some interesting findings around changing behaviours in how we react.

Is click-through banner advertising on the decline? Is a button better than a text link? All of this and more is answered below.

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Stats: How online music and video affects Australian media consumption

Our Internet Statistics Compendium has seen another bumper update this month, with an impressive swathe of data focusing on the internet landscape in Australia.

The latest report released by the ARC Centre of Excellence for Creative Industries and Innovation (CCi) gives a comprehensive overview into how the internet has become integral to Australians as a social tool, a shopping platform and an entertainment channel since 2007.

Yet, it is the report’s insight into audio and video trends which are some of the most interesting, with online perhaps not eating into consumption habits of traditional media as much as we might expect. Be sure to check out the Australia and New Zealand edition of our ISC for more from the region.

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Big data: shifting the bell curve to the long tail

Chris Anderson from Wired opened the DMA conference in Las Vegas focusing on a subject on everyone's mind this year: big data. For Anderson, big data isn't just little data, bigger. It's a major shift of mind set that he predicts will be a necessary core competency for businesses and the work force alike. 

We've come from a world as marketers where there is a right and wrong. A single hypothesis that we test or a good model that we want to scale. But big data isn't about that. We have to think like Google.

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Hosting videos: YouTube or third-party provider?

YouTube is a popular choice for hosting e-commerce videos, but it has its drawbacks. It’s hugely popular and it’s free – but sophisticated e-commerce capabilities are limited.

YouTube does offer some obvious pluses when it comes to video hosting, and the site provides a fast and easy way to get videos in front of the required eyeballs.

It’s free, it’s user-friendly, and being that it’s the second-largest search engine in the world, it attracts the necessary traffic you need for product videos.

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This week's top six infographics

Once again we round up six of the best infographics we've seen this week.

The topics include how to optimise mobile landing pages, big data, why email still matters, the top 1,000 YouTube channels, Facebook at 1bn and eBay's 100m mobile app downloads.

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Start Me Up! A profile of Taggstar

It’s not easy for publishers to make money online. Competition for eyeballs and ad revenues is fierce, so website owners need to be savvy to any possible avenues for monetisation.

Taggstar aims to give publishers a new way of monetising images by adding layers of content to make them interactive and shareable.

The company is already working with a wide range of media partners including MSN, Sky Living, The Telegraph, Hearst Magazines and The Independent, and last month launched a public version of its technology platform. 

Early engagement rates have been consistently high, ranging from an average of 12% to almost 40% for certain high profile celebrities.

So to find out more about how Taggstar works and its plan for growth I spoke to CEO and founder Fraser Robinson...

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The future of content marketing? Consult the feeds

Feed. Where I grew up in rural Santa Clara California, this meant alfalfa we shovelled to our horses.

Now, the word has an entirely different meaning to a global world of young digital natives, and understanding/collecting data on how these types of feeds are accessed and interacted with is going to be big business.

Where do you learn about breaking events? Consult the Twitter feed. Need to get caught up on family and friend’s whereabouts after a long- stint of no communication, that’s a Facebook feed.

For shopping you have your Pinterest feed – or, more importantly your followers Pinterest feed in order to get the latest visual porn around the products and brands that matter to you most. For personal expression, you have your Instagram or Tumblr feed.

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