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An Intelligent Look at Interactive Advertising and Media |
Bucking the Campaign
 A Trend to Watch: Consumer Co-Creation
By Kendall Allen |
| We talk daily about the greatly changed role of the consumer in marketing and media. In a sense, there's no turning back as marketers embrace strategies, executions and innovation that puts the consumer in the driver's seat from here on out. Search hinges on consumer demand; Social perpetuates consumer influence. Marketers are harnessing this dynamic to drive brand advocacy, engage interactive story-telling, handle customer service and even inform product development. |
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 From the Frontlines of DigitalIn every newsletter, we will share links to articles and headlines of note across the following areas we consider essential coverage, with our thoughts on why they are required reading. |
Consumer Insights
The news has looked good for some time, as we've kept our eyes on resurging ad spends. Now, we just may be getting on to great. eMarketer reports a return to double-digit increases, with the clip expected to maintain at over 10%, as the next several years progress. Take a look at the details, including online's rates of increase being much more interesting than what we expect out of other media.
Double-Digit Growth Again for Online Ad Spend - eMarketer
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Media Milestones
Turner is turning up its game, getting more into the thick of it, as it takes over large areas of key operations within Time Inc. Optimal monetization is serious business, so we feel it's essential to keep an eye on how entities are dividing and conquering within partnerships and deploying their sales forces against any given property. This piece provides a close look at some of the strategic shifting of resources in the Turner and Time Inc. combination.
Turner Sports Aims to Rev Up Sports Illustrated's Lackluster Online Ad Sales - ClickZ |
Digital Creative
As we more fully embrace our multi-screen world, both as consumers and media creatives - we recognize that there's a lot that goes into getting it right from a user-interface standpoint. We've talked about this a lot when it comes to the mobile landscape UI and creative specifications. Now, here, we share an interesting read on those challenges and how they manifest in the Digital out of home (DOOH) space. The medium is making headway but creative standards are still struggling. The medium's capacity for impact, brand presentation, stopping power and re-call are high, so it's worth keeping an eye on creative progress in this area. Creative will need to catch up to the promise in order for the medium to truly deliver.
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Video Evolution
Because we are media executives and also avid media consumers - it's easy to fall into "focus group of one" when it comes to popular opinion on ads in video. So, it's good to keep honest by keeping an eye on the stats. As it happens, eMarketer reports that a majority of consumers find in-video ads on par with television ads and don't find them objectionable. Whether they're compelled by them to purchase is another topic entirely. But, these are key stats.
55% of Online Video Viewers OK with Web Ads - eMarketer |
Publisher News
Yahoo and Zillow have firmed up their partnership and together will essentially be forming the largest real estate network. Talk about harnessing assets. From an audience opportunity and robust monetization standpoint this is a big development worth understanding. This is a quick look at what this property will entail that is a must-read for anyone on the sell side. Yahoo and Zillow Solidify Partnership, Creating Large Real Estate Ad Net - ClickZ |
Social Media
We always like to throw in a little reality check. While we continue to marvel social media for its ability to cultivate audience and drive impressions volume - we remind ourselves that the sphere is still behind on monetization and the pricing of inventory. The question remains on whether the lower valued CPMs we see in the social media space will adversely impact the ad economy at-large. This article implies that this will happen - that it's just that dire. See what you think.
Social Networks Sink Online-Ad Pricing - Advertising Age |
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