Autoplay Video and Viewability: When to Pay
Facebook is testing an option for advertisers to pay for video ads if they’ve been played for ten seconds. Under the test that’s rolling out to Facebook’s own and third-party firms’ Facebook-equipped...
View ArticleAre Publishers to Blame for Widespread Use of AdBlocking Software?
Ad blocking software has been existing under the radar for years, mostly in the tech and gaming communities, where young tech savvy people didn’t mind wrestling with browser extensions. However, the...
View ArticleQ4 Comes in with a Bang for Online Advertising
September is a month of changes for the digital advertising industry. Advertisers are looking to spend money in Q4, where they get most of their sales, and publishers are desperate for the Q4 revenue...
View ArticleHow to do NY Advertising Week
New York Advertising Week, which starts on Sept. 28, has become a celebrity fest. This year’s featured speakers include everyone from Sir Martin Sorrell, who is an authentic advertising executive, to...
View ArticleIs Online Advertising Junk Mail?
Seth Godin is one of our generation’s marketing gurus. Here is what he wrote recently about ad blockers: …advertisers have had fifteen years to show self restraint. They’ve had the chance to not...
View ArticleDigiday and Technorati Programmatic Scorecard: Gentleman’s C
Neither the open market nor private marketplaces get more than a barely passing grade from buyers and sellers, a survey by Digiday and Technorati said on a webcast we listened to recently. Both...
View ArticleHow Programmatic Works with Creativity in Branding
As programmatic progresses from being just a workflow tool to automate formerly manual processes to an integral part of a branding campaign’s creative thrust, it’s good to keep in mind that for...
View ArticleVideo Ads on Social Networks: Do They Work?
A Wall Street Journal article published recently revealed that 85% of YouTube’s ads are seen just by 9% of its users. YouTube has a relatively small audience that watches videos all day long; that...
View ArticleBack to the Future for Ad Formats
Those optimistic about advertising’s future — including us–think it depends on better creative. So let’s try to imagine what this could look like. In the current environment of hostility to tracking...
View ArticleUseful Definitions of Native Advertising
The paid ad blockers are dropping from the list of top paid apps in the Apple app store, so the crisis is over for now. But if we are smart, it has taught us a lesson: we have to make advertising...
View ArticleMobile Digital Ads to Grow Through 2020
Are we ready for the next five years in mobile video? We are learning how to make it viewable, and how to make it measurable. But do we know how to make it effective? A new BusinessInsider report...
View ArticleCan Native Advertising Scale?
At this moment, native advertising only accounts for 5% of digital ad spend, although from the amount of ink it’s gotten and its prominence on conference agendas you’d have thought it was much more....
View ArticleFor Christmas: Blurring of Ads and E-Commerce
We are still trying to figure out the highest and best use of digital advertising, and there’s still a bifurcation between so-called “performance advertising” and the brand advertising for which...
View ArticleWhat Ads Will Win in 2016?
Look for big changes in advertising during 2016. Soon after Adobe and PageFair released their study on the number of people who used ad blocking software, the Interactive Advertising Bureau responded...
View Article2016 Will Be A Good Year for Advertising
Digital advertising reached a tipping point last year. It not only began to draw advertising dollars away from TV, but it antagonized users on the mobile web in ways undreamed of several years ago. So...
View ArticleThe Unbundling and Rebundling of Video
If there’s one thing that is always predictable in the online media business, it’s that next year will be different from last year. For 2016, that means the end of the cable bundle. For almost fifty...
View ArticleAd-Supported Publisher Interviews Creators of Ad Blocker
Online advertising is still under attack. Or more accurately, online tracking is under attack from consumers and it is conflated with online advertising. I’ve just been listening to Leo laPorte’s...
View ArticleCan IBM’s Watson Fine Tune Your Campaign?
Although advertising isn’t going away, free standing agencies might be. IBM just acquired three of them in one week, beefing up its own 20-year-old in house agency. Deloitte Digital and Accenture have...
View ArticleAd Blockers and Industry Duke it Out at SXSW
The brand/publisher/ad blocker fight has played itself out at every conference we’ve attended this year, and SXSW in Austin Texas last weekend was no exception. On a panel that consisted of a brand...
View ArticlePermission vs. Interruption Marketing
Mobile digital advertising is interruption marketing. That’s why consumers have begun turning on ad blockers. It’s because as an industry we forgot that the game has changed, and interruption marketing...
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