The ad industry has been screwing their clients ever since the first online ad was served in 1995. The ad industry prostituted itself so badly they got the cost of ads to almost nothing or free. So to back peddal, they’ve had to devise all kinds of contorted ripps to make money while still sticking it to the publishers. All that is about to get worse as they bring in attention advertising.
- Broadcasters appear to have won — as newspapers see few gains in ad spending
- Sensory Marketing Is the Next Frontier in Mobile Advertising
- Why native advertising won’t overtake traditional ads — yet
- Selling advertisers on reader attention, not clicks
- How Facebook plans to control digital advertising
- . . . and more!
The ad industry has been screwing their clients ever since the first online ad was served in 1995. The ad industry prostituted itself so badly they got the cost of ads to almost nothing or free. So to back peddal, they’ve had to devise all kinds of contorted ripps to make money while still sticking it to the publishers. All that is about to get worse as they bring in attention advertising.
- Broadcasters appear to have won — as newspapers see few gains in ad spending
- Sensory Marketing Is the Next Frontier in Mobile Advertising
- Why native advertising won’t overtake traditional ads — yet
- Selling advertisers on reader attention, not clicks
- How Facebook plans to control digital advertising
- . . . and more!
Beware, all of these sites employ screen spam. Some have pop-up ad splash screens and stalker links. Be careful where you click
How Facebook plans to control digital advertising
acebook is trying to take cross-platform advertising to uncharted territory with a complete revision and relaunch of its Atlas ad serving platform. It’s the second ad network of sorts from the world’s largest social network and some are already suggesting how it could unleash Facebook’s vault of data in ways never seen before.
The company and some of its initial partners are describing Atlas as a watershed moment for digital advertising because of its capability to track the effectiveness of ads as users jump from one screen to another. Facebook is also taking direct aim at Google’s DoubleClick display ad business with an infrastructure designed to deliver ads outside Facebook based on an approach it calls “people-based marketing.” 
Full story : CIO
Broadcasters appear to have won this election cycle as newspapers see few gains in ad spending
With campaign ad spending climbing due to Citizens United ruling, broadcasters are the ones seeing dramatic gains in spending, newspapers none at all
The mid-term elections are over and now our mailboxes will be a little less full of campaign flyers, and our television programs can return to being filled with ads for Viagra and Cialis. For broadcasters, this has been the good season, with revenues climbing dramatically over the same quarter last year. But for newspaper publishers, the election cycle did little to stem the declines they are seeing in print advertising. Full story : Talking New Media
Sensory Marketing Is the Next Frontier in Mobile Advertising
As mobile usage accelerates, we’re seeing more marketers and more dollars flowing into this platform.
But for all its promise, mobile ad technology still hasn’t realized its full potential. Aside from location-based targeting, which can only be done effectively in mobile, all other mobile ad offerings are just smaller, less-effective versions of desktop ad units. Full story : adage.com
Why native advertising won’t overtake traditional ads — yet
The chasm between editorial content and advertising is shrinking, but the waters aren’t completely muddy yet.
The New York Times’ first foray into native print advertising in November through its elegant eight-page ad for Shell, signifies a broader industry trend toward long-form native content. Traditionally, advertising has been siloed from editorial. Now, with the rise of native, some brands are attempting to integrate their messages directly into content, with the look and feel of an editorial piece. Full story : Advertising Age
Selling advertisers on reader attention, not clicks
First came clickbait. Now comes engagement.
Disillusioned with page views as a reliable metric of their ads’ effectiveness, advertisers are increasingly demanding to know whether readers stick around long enough to actually see their online ads. Publishers — as if the need to pursue clicks and Facebook “virality” wasn’t stressful enough — implore their troops to post stories that might actually be read, preferably all the way to the end. Full story : www.usatoday.com
More: Media and Marketing Updates
And that wraps it for another edition of Marketing Update from DTG
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Good day, everybody . . . and, thanks for reading
Editor/Publisher : DTG Magazine
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Published online since 1988
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