Has digital bled the creativity out of advertising?

Click-through rateOptimization and targeting. Segmentation and analytics. There are
countless tools that let digital marketers track the effectiveness of
their campaigns, and even tweak them on the fly for a better ROI. And yet, when it comes to accepting new ad formats and
strategies, there are still cries for “better metrics” and “more

What of creativity? Don’t ads need to be engaging and beautiful
enough to attract a click (if that’s the metric you’re going for) in the
first place?

Online news commands highest CPM

new york timesOnline news sites may get fewer impressions, but they command the highest online advertising CPM, according to data just released by comScore’s Ad Metrix.  The average online newspaper
site CPM was $7 in April, higher than each of the other top site categories and
nearly three times the $2.52 average CPM for the total U.S. internet.

These hard numbers underscore more concretly findings released simultaneously by the Online Publishers Association. In a report entitled “A Sense of Place: Why Environments Matter,” the OPA, in conjunction with Harris Interactive, finds higher consumer trust and loyalty to content sites as compared to portals and social media sites.

OPA: Advertisers shouldn’t forget about content when going after audience

Publishers are constantly focused on producing original content. And the motivation goes beyond simply drawing in more viewers. According to a new study from the Online Publishers Association, ads perform better surrounded by original content relevant to the brand.

For OPA’s purposes, that means that ads on its partner sites perform better than ads on both portals and ad networks. The group found that as much as advertisers focus on reaching the right audience, advertising to that group in the right environment is key.

OPA launches new ad formats to help the display market

Display advertizers are hoping that new ad formats will breath new life — and money — into brand advertising online.

Today the Online Publishers Association announced three new ad formats designed to bring more brands into the display market. The hope is that larger ad units will allow for more creative — and more expensive — display advertising.

With publishers eager to find more lucrative ad options, 37 sites — including the New York Times, The Wall Street Journal, Reuters.com and CNN.com — have signed on to test the new ads. The true test, however, will be whether readers pay attention to the ads over the next few months, or simply find new ways to ignore them.

Screw it. Let’s read the paper

harleyA friend of mine was recently hired as the ad director for a mid-market newspaper, owned by the Tribune Company. After he was there about a month I asked him, “so how do you plan on selling ads for a dying media?”

“For starters,” he said, “I do something absolutely no one in that office does. Every morning I read the newspaper. Cover-to-cover.”

OPA bows bigger, hopefully better, banners

standard online ad banners

The Online Publishers Association (OPA), following closely in the footsteps of the IAB, is hoping to spark a creative revolution of sorts in online display advertising. To that end, a number of the OPA’s high-profile members will introduce three newer, bigger, and more interactive ad units this summer.

The ads are even taking a page from the content side of the online equation: each will feature a forward-to-a-friend button.