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advertising

Chart of the week: Media side of ad campaigns grows more important Running an ad campaign is a pretty intricate undertaking. Many variables contribute to either success or failure. In general, you can discern three broad parts you need to consider. Firstly, you have the actual creative good, the advertisement itself. Secondly, you have the media planning aspect, as you need to decide how, where and when to get the ad out. Last but not least, as you don't start at zero, but are most likely working with an established brand, you have preexisting specifics (e.g. price or brand penetration). According to a recent study by Nielsen, there is a shift taking place as to which aspect is deemed how important in contributing to a lift in sales. While the creative aspect of the campaign still is the most important factor (49 per cent), ten years ago this side of the campaign was thought to contribute up to 65 per cent. Nielsen argues due to breakthroughs in data and technology "media is playing a much larger role than before." 500 packaged goods campaigns were considered for the study. https://www.ncsolutions.com/wp-content/uploads/2017/09/NCS_Five-Keys-to-Advertising-Effectiveness.pdf
Native Advertising Trends 2017 - The Magazine Media Industry 2nd annual survey on native trends in the magazine industry. Published by the Native Advertising Institute and FIPP.
Chart of the week: Feeling tracked and the counter-measures against ads The internet has opened up untold benefits for marketers and the online advertising industry. The data trail provided by possible consumers makes targeting specific audiences easy. This way personalised advertising can help the industry maximize the return on ad spend. However, the consumer doesn't always feel comfortable with being followed around the web. According to the "Statista Survey Advertising & Privacy 2017" (https://www.statista.com/study/49088/personalized-advertising/), 86 per cent of respondents often or occasionally realise that their online behaviour is being tracked and used for ads. While 37 per cent do not take any counter-measures, the remaining 63 per cent take action, such as using an incognito window in their browser, to shake off the digital tail. Albeit, only 14 per cent do this always. Contrasting the findings of other studies there are people out there who are rather spooked out by personalised ads, or knowing that they're being followed. Digital media, marketing their web space for personalised ads, need to at least acknowledge that some of their audience is aware and wary of being followed. And, the customer cannot be coerced to be turned on by cookies.
FIPP World Congress 2017 speaker presentation: Nikolay Malyarov, PressReader Advertising deep-dive
FIPP World Congress 2017 speaker presentation: Jacquie Loch, St. Joseph's Media Ad-revenue models for a new world
FIPP World Congress agenda Draft agenda as of 6 October 2017
Chart of the week: Which online video ads are playing all the way through? Online video advertising is picking up. At least in the sense that the completion rate (VCR), instances in which the whole video played through, is up comparing Q2 2017 to Q2 2016 data. Play-through impressions from all devices showed growth, according to a report by Extreme Reach (http://extremereach.com/wp-content/uploads/2017/07/ExtremeReach-video-benchmarks-2017Q2.pdf). Connected TV, which comes closest to traditional TV, is on the forefront, with 94 percent of videos playing all the way through. The TV sets that are connected to the internet make up 18 percent of all relevant impressions. Looking at the numbers for desktop devices - that still serve the most impressions (35 percent) - year-over-year VCR growth is slow, growing just two percentage points to a still solid 68 percent completion rate. The tablet's share of impressions has gone down by 10 percentage points but the completion rate showed a lot of growth (20 percentage points). Mobile has gained in impression share, closing in on desktops, and has shown good growth in completion rate too.
FIPP Insight Awards 2017: Time Inc. UK, TRESemmé Beauty Full Volume Silver Winner research campaign of the FIPP Insight Awards 2017.
FIPP Insight Awards 2017: Time Inc. UK, Developing the Native Story Silver Winner research campaign of the FIPP Insight Awards 2017.
FIPP Insight Awards 2017: The Economist Group, Thought Leadership Disrupted: New rules for the content age Silver Winner research campaign of the FIPP Insight Awards 2017. The Economist Group and Hill & Knowlton Strategies set out to better understand the current state of content marketing aimed at business executives. They did this by undertaking research to explore the impact of the phenomenal increase in content from publishers, brands and agencies, particularly as it relates to thought leadership, on both the executives who consume it and the marketers who are trying to reach them.
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