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In a recent Media Post article Brian Nadres, TheMediaKitchen highlights three very important points.
1) Deriving Larger mobile budgets. The data from cross-device tracking could be the key to finally unlocking advertising spend on mobile devices.
2) More sequential messaging. Cross-device tracking highlights the power of using sequential messaging across devices.
3) Better media mix. Cross-channel attribution credits each advertising channel with a portion of a conversion based on its contribution.
If we take even one step further, the way this data glue can be applied is all in the creative strategy. We at ResponsiveAds keep driving to this vision.
This will be one of the most contested discussions in 2014. With all the debate around cookies, privacy, unique identifiers, once the air is cleared, the effects on mobile advertising will be astounding…
Clearly, everyone and their dog is thinking mobile first these days. But what’s more interesting in the survey is that the majority of developers aren’t looking to iOS or Android to do so.
Wouldn’t be great that any HTML5 App could now be embedded into an ad so that users can interact in real-time, anyplace, anytime…. Well we launched Responsive App Canvas so that the world of creative developers can start to work deeper with brands and agency on creating more and more "magical" experiences with cross-screen advertising.
Why should you have to click on the ad, then click to download and wait several minutes to experience an app. We make is so that you do not need to even click-to-download to start interacting…. you are just there in the app. In some ways this can become a powerful alert mechanism that can be blended with a "native ad" or even part of a POEM ( Paid, Owned or Earned Media) strategy combined seamlessly.
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.
“Blame my enteprenurial tendencies, but when I was experiencing Snow Fall, all I could see was stunning brand-advertising opportunities, that went beyond the dumb, commoditized advertising the Times is forced to put on its website. Why not embed a tasteful Land Rover ad or throw in one for Moncler? That is native advertising that actually allows organziations like the Times to live by their ethos and maintain the fidelity of their brand”- Om Malik
ResponsiveAds comments :
We really see this as an example of where the premium publishers could go to create these holistic story-telling experiences that embed everything in a “native” way. From content to advertorial to brand integration… I expect will will see this evolve with conversations and continuing community engagement as the stories progress.
An interesting platform that takes this to a softer more scalable level on a technology side is Circa. It makes it easy for a community to build around a story.
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.”
Asda has unveiled a weather responsive ad campaign for its George brand, featuring digital advertising banners which respond immediately…
When we think of Responsive Ads, we do not think of them as only responsive to the device size and shape as in Responsive Web Design, but responsive to the context of places, things and times around you. Weather just happens to be one of those things that gets very interesting when we think of how Responsive Ads go “Native”
We really believe that Responsive Advertising and Native Advertising are one in the same thing with Responsive Advertising covering more of the scope of scalability and cross-platform strategies.
Stay tuned as ResponsiveAds brings more and more products and services to the market that leverages real-time context and native advertising formats.
The Minneapolis newspaper is a publisher that has embraced the world of automated ad buying.
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.
DOES RESPONSIVE DESIGN AFFECT ONLINE AD INVENTORY?
Yes. More screen sizes mean more ad sizes, which means you could have more ad inventory to fill. Ad Networks such as ResponsiveAds.com are taking the lead by encouraging sites to sell their ad inventory in packages that include the full spectrum of mobile and standard-display ad sizes. Many sites are tackling this issue on their own and tasking their developers to create responsive ad spaces using clever CSS configurations.
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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