Natural Time To Rethink The Banner?

In a great article in the Mediapost,  they highlight some great points around the banner.

 

1) Think beyond creative

Changing creative standards time and again is not enough, no matter how rich the media is. Einstein defined insanity as doing the same thing over and over again and expecting different results. Over the years, we have gone from static banners to animated GIFs, to rich media and high-quality video — and none have moved the engagement needle significantly. Creative isn’t the issue. We have to adjust other levers if we want to see any substantial change to CTRs and engagement rates. We have to start thinking differently about the importance of relevance and placement.

 

2) Relevance matters most

No matter how beautiful an ad is — how interactive and cool — if it’s not relevant to the consumer in the moment, it’s not going to engage them. Intent is everything. You could be targeting the right demographic in the right DMA at the right time of year — and the audience buy itself could be spot-on — but if the intent isn’t targeted in real-time, relevance is lost.

Targeting must go beyond audience and deeper into context in order to reach customers while they’re in a buying frame of mind. Think about search engine marketing, which captures a user’s search query and surfaces ads that are specific to that query. I saw an ad for Google recently that read: “You know who wants a haircut? People looking for a haircut.” Display advertising can learn something from this kind of intent targeting. The goal is to get so granular with our targeting that advertising becomes helpful rather than irrelevant and irritating.

 

3) Just try to look natural

Can we agree once and for all that the “golden triangle” is over? Why do we insist on putting ads along the top and down the right margin? It’s not effective. This may be one of the biggest drivers behind the native advertising movement.

Native advertising allows publishers to create advertising unique to their site or platform, so that ads fit seamlessly into the page. The ads often look like publisher content, although the best practice is to clearly identify them as ads. Examples of this include Sponsored Tweets, Sponsored Posts on Facebook and Google AdWords. Publishers like Slate, The Cheezburger Network, Funny or Die and Salon are offering native options, which tend to be unobtrusive and often helpful — or at least, entertaining or intriguing.

This is where advertiser and publisher heads should be, even if they can’t technically go native. Not everyone has resources to create their own platform, but it’s the right path — ads that don’t attempt to disrupt, but fit naturally into the flow of the user experience.

4) Cue the bugle

It may be premature to call the banner dead, but we have to stop using the same tired methods to revive it. No amount of glitter and glitz can make it work — we need to think beyond appearance at the root causes of banner blindness. If we can make display smart and relevant enough to be worth seeing, we can end the problem once and for all.

See on www.mediapost.com

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(Screen) Size Matters: Is Responsive Web Design the Solution for Changing Screen Size Use?

People are increasingly using larger screens at home and work, and more and more people are replacing laptops with tablets. These changes illustrate how important it is for publishers to embrace Responsive Web Design and Responsive Advertising solutions.

According to a report from research firm IDC, sales of desktop and laptop PC computers dropped a dramatic 14 percent in the first quarter of 2013 compared to a year ago, following the release of Windows 8. It was only expecting a 7.7 percent drop. We think this study shows that it is key for publishers to implement cross-screen monetization strategies.

“Instead of buying new laptops or desktops, people are buying tablets and smartphones, which serve as good-enough alternatives,” says a report from Business Insider.

Gartner also released its own report focusing on PC sales. It says that overall PC sales dipped 11.2 percent, and the trend of consuming content on smartphones and tablets is increasing.

While consumers are increasingly turning to smartphones and mobile devices, businesses have been utilizing them too, but they have mixed reactions.

According to a report in The Financial Times, “Tablets can cause corporate headaches,” businesses like the idea behind tablets because they’re cheaper than desktops or laptops, but often times they’re too complicated.

A portion of the article reads: “Adapting legacy workforce applications to be accessible from tablets can be very expensive. These need to be much simpler to use and robust – for example, not prone to cutting out if the user is on a train that enters a tunnel or enters a lift.”

Publishers, too, are increasingly switching screen sizes for newsroom and sales force uses.

Randy Parker, managing editor of the York Daily Record in Pennsylvania, recently spoke at America East 2013, a conference of newspaper tech and operations executives. He explained that 14 of his newsroom staffers now have iPads, and most editors and reporters have smartphones. In addition, his photographers are now using Nexus 7-inch tablets.

Kim Wilson, president and publisher of South Bend Tribune, said her sales team takes their iPads on the road with them, it saves them a lot of time, and allows them to pull up information on the road for advertisers.

Mel Taylor, founder of Mel Taylor Media, talked about how he launched BrigantineNow.com after Hurricane Sandy to provide aggregated information to the area. He used WordPress to create the site, and he chose a template that uses Responsive Web Design.

“Although the reduction in shipments was not a surprise, the magnitude of the contraction is both surprising and worrisome,” said David Daoud, IDC research director, Personal Computing, in a news release. “The industry is going through a critical crossroads, and strategic choices will have to be made as to how to compete with the proliferation of alternative devices and remain relevant to the consumer. Vendors will have to revisit their organizational structures and go to market strategies, as well as their supply chain, distribution, and product portfolios in the face of shrinking demand and looming consolidation.”

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The Minneapolis Star Tribune goes Programmatic… is it working?


The Minneapolis newspaper is a publisher that has embraced the world of automated ad buying.

 

ResponsiveDaily‘s insight:

This seems to be the growing trend for publishers that can not maintain their ad sales teams.  They have found a balance and leveraged the private marketplace to do so.

 

“Programmatic for me becomes a way for me to capture brand and direct-response dollars while still pushing high impact premiums that are directly sold,” Faust said. “Once upon a time, we looked at the workhorse as all we offered — leaderboard, skyscrapers. Now those opportunities are programmatic. We push direct for Rising Stars units. Ideally, programmatic would adopt scale around those ad units; the workhorses need to be put out to pasture.”

 

The Rubicon Project’s private marketplace gives the publishers the ability to manage the advertisers and let them bid out the inventory.  We see this as an opportunity where they want to start to balance between mobile and desktop and need creative options to do so.

See on www.digiday.com

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Is Native Advertising Blurring the Line Between Content and Advertising?

On March 26, Paul Adams (@Padday), global head of brand design at Facebook, sent out this tweet:

This post triggered a controversial discussion on Twitter over whether all content is advertising or all advertising is content and vice versa. Here is the conversation:

We can understand how the implementation of native advertising, ads that runs in-stream with editorial content, can blur the line between content and advertising. After all, nobody can agree on the definition of native advertising industrywide.

We know that all content is not advertising. However, all advertising is content. The FTC recently updated its “Dot Com Disclosures” to state that all online ads, even ones in tweets, much be marked as such in the content of the ad.

Digiday recently asked a slew of publishers what they think the definition of native advertising is. Here are their responses:

Ryan Manion, CTO, Politico
It’s still being defined. You want to provide the advertiser with the best experience you can and also provide the best experience for the users who want to view those advertisements.

Will Pearson, president, Mental Floss
Native advertising is about taking what the advertiser is wanting to communicate and integrating it with what our users are expecting.

Matt Sanchez, CEO, Say Media
Native advertising is anything that takes on the form of the medium.

Tom Cochran, CTO, Atlantic Media
It’s similar to TV or movies. It’s a way to promote the content of our advertisers in a way that’s more ingrained way that’s built into the design of our properties.

Carolyn Bekkedahl, svp of digital media revenue, Meredith
Advertising that stems from a brand that is more than just one piece of creative. It can be video or text that robustly describes whet a product or service an advertiser has.

Mary Mucko, president of digital sales, Gannett
When we’re able to take advantage of the platform the advertiser’s on.

As we have previously mentioned, our perspective is that native advertising is Responsive Advertising plus scale.

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Should Publishers Implement Facebook Exchange?

Retargeting

 

While the majority of advertisers still have not used FBX, the social network’s real-time bidding exchange for serving retargeted ads, data shows Facebook is taking an ever-greater share of these impressions.

See on www.emarketer.com

Facebook Exchange (FBX), the real-time bidding platform that launched in 2012, partners with retargeting companies such as AdRoll to let advertisers purchase and deliver retargeting impressions on Facebook.

AdRoll partnered with Facebook early on after the launch of the Exchange. According to eMarketer, Facebook Exchange is increasing in popularity, and AdRoll alone has more than 700 brands advertising on the Facebook platform. Overall, the number of retargeted clicks Facebook has seen is rising.

The click-through rates for FBX ads was 40 percent less than other web retargeting ads, but the price per click came in at 80 percent lower than on Facebook.

“There’s still plenty of upside for Facebook retargeting advertisers, however. Cost per impression (CPM) and cost per click (CPC) were both significantly lower on Facebook, proving that the social site does offer some substantial monetary benefits, along with ride reach,” the summary from eMarketer says.

ResponsiveAds’ Insight:

Is the Facebook Exchange social re-targeting ad network the Trojan Horse for Facebook’s global monetization strategy?

Facebook has developed a plug-in for publishers’ websites so they can track readers’ behaviors. However, publishers aren’t the only ones who can track users’ behaviors. Facebook can, too.

The social network can place the most relevant ads on the page, but the publisher needs to open up their inventory to Facebook Exchange. This could be the first step toward programmatic premiums.

In addition, Facebook likes screen-shifting, and mobile is part of that bundle. It can be delivered to any screen at a premium CPM.

We think that ad currencies should not be based on channels, but rather the value of the ad impression at that particular moment and time. It’s no longer about the size or shape of the ad — it’s the ad’s effectiveness.

We believe that having one ad that transforms to match the RTB environment of DSPs and exchanges is the best way to go.

One option is to upload different creatives and SWAP them out for different sizes and shapes. The other choice is to have your brand agency on the dashboard, communicating in real time through the ad, just like Twitter.

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Why is ResponsiveAds the Answer for Native Advertising?

HowDoYouDefineNativeAdvertising.png

For most — including the Atlantic, Politico, Gannett and others — it’s about fitting the ad into the site experience.

 

ResponsiveAds‘ insight:

What is native advertising, and what does it mean for publishers? Digiday recently asked publishers for their definitions of “native advertising.” Answers ranged from – it’s still being defined to creating an advertising experience that doesn’t disrupt what the user is expecting.

We think that ResponsiveAds is the answer for native advertising because:

  • It provides the best design of ads onto publisher websites;
  • It can be used like The New York Times has designed Riccochet, which was launched last April and allows advertisers to select articles from their archive to attach ads to for a specific period of time. Riccochet provides a unique URL for articles that have these advertisements;
  • Incorporating sponsored content allows publishers to incorporate ads “in stream,” eliminating disruption of the reader’s website experience and flowing with the rest of the editorial content; and
  • It’s focused on brand marketing versus direct response.

See on www.digiday.com

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Real Time + Real World + Real Ads (Relevant) = Responsive Advertising

RTB advertising spend chart

In a recent article in Mediapost by Joe Mandese titled “Real Time + Real World = Real World Retargeting” , he talks about what happens  when real-time marketing meets the real world….. he is not just talking about mobile, which is an obvious means of serving ads to people based on their geographic proximities, he is talking about good old-fashioned brick-and-mortar.

 “Ninety-two percent of all retail is still offline,” Jeremy Ozen, one of the co-founders of Vistar Media, told me earlier today, a fact that I have to admit surprised me when I heard it. But it’s for that reason, he says, that Vistar has been developing a new marketing concept he calls “real world retargeting.”
Ozen says the conversions won’t necessarily happen in real-time, because consumers in the physical world cannot necessarily react with the same impulsive speed that they might online, but he says the same attribution models will apply.
If we serve an ad to an office building, a QSR location or a cab in a downtown district, we will be able to see if that [user’s] phone shows up within the four walls of Wal-mart that day, in the next week or two weeks from now,” Ozen explains.
Ultimately, the attribution of those conversions will depend on the type of advertiser and product or service being advertised, but Ozen says, noting, “It will depend on the advertiser, but for people with brick and mortar locations this is a really interesting way to bring accountability to a segment of media spend that didn’t necessarily have it before.
Another company doing similar things with real-time retargeting is a company called Local Response….. they call “intent response..

Read more:  Real-Time Retargeting

 

ResponsiveAd‘s insight:

Great view but I feel it still falls short…. as it is only 2 legs of the stool. To get the balance and strategy right we need the right 3 legs of the conversational marketing approach.   Having conversations in silo’s just does not work.  There is a continuous stream from screen to screen that begins the interaction that can trigger the next one.  Closing the loop for the right a must come with these relevant real time and place with the right honest messages to make this next shift in advertising work.

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Responsive Web Design: Opportunities and Challenges

Responsive Design growth chart
” For those applications that are best served by presenting all of the same content to users regardless of device, responsive design is the best way we currently have to accomplish it. Responsive design does require a fundamental change in the design/development process for many organizations, but should—in the end—provide a better customer experience.

Responsive design does, however, bring its own challenges. We must be even more aware of customer usage, performance and bandwidth considerations, and deal with them in a responsible manner.

When we combine responsive design with some of the new HTML5 features that are becoming available to us within mobile and other devices, we have the ability to change the way we present on the web to create a truly unique experience for our users. Better yet, this experience can be built on a maintainable and hopefully future-proof codebase. In this way, we will come ever closer to the ideal of responsive architecture, as presented in the physical world. ” –  Bob Holt, Mangager of Interactive Development, Sapient Global Markets
See on slashdot.org

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Responsive Ads Should Respond in Real Time

Mobilizing nimbly for events like the Super Bowl is one challenge, but building teams to efficiently create content is another.

“I think this speaks to the need to systematize [brands’] social content creation,” said Noah Brier, CEO of Percolate. “They’re not going to need to tweet every single moment, but for the big ones they’re going to need to be able to mobilize quickly: spotting an opportunity and creating content in that moment.”

Sabrina Caluori, vice president of social media and performance marketing at HBO,  explained that “the nine-to-five model has to change if brands are expected to be responsive 24/7.”

ResponsiveAds’ insight:

Responsive Ads should do just that — make it easier to respond to the user and context around them in real time.

See on www.digiday.com

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Ad Direct Placement (Humans) Vs. RTB (Machines), Who’s Winning?

 

Want that right piece of clothing for that special evening with your partner,  human-vs-machine making that media buy.
Want that right piece of clothing for that special evening with your partner? Here, human and machine are making that media buy.

“Let the automation do what it does best,” Andrew Casale, vice president of strategy at Casale Media, says, which is analyzing data. However, the automation can’t measure and analyze everything. Casale says, “[Buyers will say], ‘We still want to speak to you. Tell us about yourself. Tell us why you belong in the mix.’ And then we can alter what the machine might do.”

ResponsiveAds’ insight:

When it come to real brand value and getting to that moment where ads really hit the spot for users, the battle between machines and humans continues. We think for ads to be very “brand responsive” with the right real-time human touch, direct placement might still be the better approach.

See on www.mediapost.com

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