Tim Sohn Blog, Responsive Ads, Responsive Advertising

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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Matti Lehto Ad formats, Location based Ads, Responsive Advertising

Facebook’s Phone Could Mean FREE Cell Phone Minutes? User Opt-in Mobile Advertising?

Responsive Advertising
There has been a long promise of the FREE model…. but it must be powered by Advertising?  There was Blyk that tried to do it…..

Then Google launched Android as the FREE open OS that created much debate,

It there now a shift further that — “Carriers should be worried. They could become nothing more than “dumb pipes.”  Business Insider

ResponsiveAds  insight:

It was just a matter of time before the competition between Google ( Android) and iPhone (Apple) would lead to a further unique business model of scale.   FREE minutes.

 

How many of you have used skype to talk for Free on your iPhone over wifi?   How many of you dred that $70~$150/month bill for internet usage, talk and text when you are doing it all over wifi?

 

Could this be another disruption to the ecosystem to bring a unique form of mobile advertising that is very location sensitive and relevant to our social graph because we have opted-in?

 

Facebook could have the moment to make this kind of announcement and make it free for all users that want to have this benefit of real-time location basd advertising cross-platform.

 

It does not have to be a one-size-fits all model.  Only for the individuals that want to “opt-in” for this kind of service… and buy a Facebook phone.

( 50M or 5% of the users would be a nice big market nevertheless)

See on www.businessinsider.com

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Matti Lehto Blog, media buying, Responsive Ads, Responsive Advertising, Responsive Web Design

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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Matti Lehto Blog, Responsive Ads, Responsive Advertising

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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Matti Lehto Blog, Location based Ads, Real-time advertising, Uncategorized

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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Matti Lehto Blog, Responsive Web Design

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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Matti Lehto Uncategorized

Intel touts multiscreen flexibility with ‘display as a service’

By hooking displays to a network, users can send video from their devices to any available screen. Read this article by Stephen Shankland on CNET News.

 

ResponsiveAds’ insight:

…. Just when we thought that software took “all of the steam”.  The hardware industry is also getting very innovated with multi-screen services and offerings.  This is quite an exciting opportunity when we think of WebTV’s and multiple screens connected.  Many tablet users multi-task when watching TV ( hence, second-screen viewing) that has led to an entirely different way we look at content.  This should throw more fuel in that fire.

See on news.cnet.com

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Matti Lehto Blog, Real-time advertising

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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Matti Lehto Mobile Web

Responsive Web Design Provides Just One Internet

The magic of one web! think more about the context of design, then a silo'd site

The magic of one web! Think more about the context of design, then a silo’d site.

Why we need to forget the idea of a mobile Internet and start thinking about how to create seamless online communications instead, irrespective of device.

 

ResponsiveAds’ insight:

Responsive web design enables us to have one Internet with multiple views. The idea of a mobile Internet went out the window when the dotmobi (.mobi) domain did not go mainstream. Having multiple URLs with m.site, mobile.site or site.com/mobile is just too complicated.

Companies creating mobile sites with hopes of getting indexed in Google for a mobile Internet is great, but the big “wave” is now here with browsers that are just as powerful on mobile as desktop.

Publishers defining their mobile strategy thinking about deploying a separate mobile website should take a harder look at considering a a mobile app and keeping their web strategy Responsive.

With the growth of apps, there might not be a mobile web Internet, but maybe the mobile app ecosystem will become the next new Internet. That might be difficult because all app ecosystems are separated and proprietary.

See on www.smashingmagazine.com

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Matti Lehto Blog, media buying, media strategies

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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