Article from Digiday: http://digiday.com/brands/highway-billboards-beat-web-banners/?utm_source=Sailthru&utm_medium=email&utm_term=Digiday%20Daily%20Newsletter&utm_campaign=DD%20Daily_final
The summary is that billboard ads give advertisers a bigger and better canvas for messaging. Technology can target and retarget ads all they like but do not provide the vehicle for storytelling that a larger canvas will.
Additionally, audiences are conditioned to optically skip and ignore ads. This does not happen with roadside billboards or non standard or high impact placements.
Friday, August 29, 2014
33% of your Ads Views are Fraud: The Cost of Bots to Online Advertising
This article (http://digiday.com/agencies/hidden-cost-bots/?utm_source=Sailthru&utm_medium=email&utm_term=Digiday%20Daily%20Newsletter&utm_campaign=DD%20Daily_final) talks about how much bots or NHT are costing the online advertising industry. They speculate that 33% of all traffic is bot generated and that bots are sophisticated enough to spend time on pages, scroll and click through to advertiser web sites.
The effects are that NHT is not only eating up ad spend through wasted impressions but that advertisers are seeing click results through bot traffic and optimizing campaigns towards those fraudulent numbers.
Bots are unable to do complex actions such as completing registration forms, transacting e-commerce or submitting an email. This is why a immersive experience that encourages deeper interaction is the way to go. Creating ads with a rich experience and vehicle for complex audience interactions combats ad fraud from bots and enables advertisers to accurately determine where their money is best spent.
The effects are that NHT is not only eating up ad spend through wasted impressions but that advertisers are seeing click results through bot traffic and optimizing campaigns towards those fraudulent numbers.
Bots are unable to do complex actions such as completing registration forms, transacting e-commerce or submitting an email. This is why a immersive experience that encourages deeper interaction is the way to go. Creating ads with a rich experience and vehicle for complex audience interactions combats ad fraud from bots and enables advertisers to accurately determine where their money is best spent.
Thursday, August 28, 2014
Less Ads, but High Impact/Prominent Placement Means More Revenue
This article in @Digiday: http://digiday.com/publishers/publishers-foregoing-online-ads/ details how many prominent publishers are doing what makes sense for themselves, their advertisers and their audience. They are eliminating non effective display placements in favor of fewer higher impact, prominent placements. The end result is:
It all makes sense since ad blindness (the user being conditioned to ignore the standard banners they see on every site) has killed the effectiveness of standard ads with response rates of .01%.
We at CheckM8 have found that creating custom ad units designed for a publisher's site has increased click through and interaction rates by 10x. This is due to the unique presentation of the ad and the better canvas for the digital messaging, storytelling and assets that most effectively lead to achieving campaign goals.
- Increased advertising revenues
- Better advertiser results
- Audience sees less ads
It all makes sense since ad blindness (the user being conditioned to ignore the standard banners they see on every site) has killed the effectiveness of standard ads with response rates of .01%.
We at CheckM8 have found that creating custom ad units designed for a publisher's site has increased click through and interaction rates by 10x. This is due to the unique presentation of the ad and the better canvas for the digital messaging, storytelling and assets that most effectively lead to achieving campaign goals.
Monday, August 25, 2014
Why Publishers Should Focus on Mobile Web, Not Apps
This article from Digiday details what we have been thinking and what publishers have been telling us for a long time: http://digiday.com/publishers/publishers-concentrate-mobile-web-apps/
Quite simply, brand publishers are best off using apps like Facebook, Google Search, Gmail, Twitter, Google+ and Yahoo! Mail to distribute headlines that then drive traffic through the side doors of the site, their article pages.
Not only does it drive traffic but also efficiency. When sites are designed responsively, a site built once dynamically orientates to the device where it is viewed. Content is updated once and ads can be managed through one platform.
Unless you are a stand alone application such as a Twitter, Instagram, Pinterest or utility application like a fantasy football or game app, you need to concentrate your efforts on building a responsive site that addresses your mobile web audience.
Quite simply, brand publishers are best off using apps like Facebook, Google Search, Gmail, Twitter, Google+ and Yahoo! Mail to distribute headlines that then drive traffic through the side doors of the site, their article pages.
Not only does it drive traffic but also efficiency. When sites are designed responsively, a site built once dynamically orientates to the device where it is viewed. Content is updated once and ads can be managed through one platform.
Unless you are a stand alone application such as a Twitter, Instagram, Pinterest or utility application like a fantasy football or game app, you need to concentrate your efforts on building a responsive site that addresses your mobile web audience.
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