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As companies are quickly learning, creating a social media strategy without the ability to change major corporate funcitons can be futile.
At the IAB's Social Media Marketplace in New York on Monday, Coca-Cola's director of media and interactive communications in North America made clear that her company is trying to avoid that. As Linda Cronin put it:
"Social media should be owned by the whole organization, not one person or one department."
But that's easier said than done.
Can a little blue square save the online advertising industry from regulation? The Future of Privacy Forum hopes it will. The advocacy group created the icon (at right) to provide more information to consumers about the ads being served to them online.
Now they just have to hope that consumers click on it.
As privacy debates rage in Congress, online advertisers are taking increasing steps to ensure that their business methods are as transparent (and blameless) as possible. One such move came today, with the announcement of new standard terms and conditions for the interactive industry from the Internet Advertising Bureau and 4A's.
The last update to the T&C's was made in 2002, and the online advertising business has changed a lot since then. The most important change today has to do with the ownership of user data online. For the last eight years, it has been unclear who is responsible for maintaining marketing data online, a vaguery that has caused much grief in the industry.
The online ad industry is fighting back complaints that it violates consumer privacy with a creepy new ad campaign. Literally, new online ads defending online advertising tactics are running with the tagline "advertising is creepy."
Much of the confusion about the ongoing privacy wars online comes down to consumer ignorance on the matter. The Internet Advertising Bureau is hoping to change that with the campaign that launched today — set to reach every American online. But even confronted with the details of online advertising, will consumers listen?
Everyone online is trying to shift business online. But there are more than a few reasons why the digital shift has hit speed bumps. According to a new study by the Internet Advertising Bureau and Bain & Company, media companies need to offer a true triple-play service model — from direct response to awareness to high impact brand engagement — if they want to earn and keep digital business.
How can companies go about achieving that? Well, there are a few options.
Terrestrial television has been gutted by commercial fast-forwarding, but online that is not an option. And as much as people complain about pre-roll ads, they are increasingly watch them. As Brian Stelter notes in The New York Times today: "News Web sites are starting to look a lot less like newspapers and a lot more like television."
Can the networks reproduce the success of their old business model online by creating a limited quantity of quality video programming? Yes and no.
Matt Bailey is chair of the IAB's affiliate marketing council and head of affiliates at i-level which was named best digital media agency at the a4uAwards earlier this year. He talked to us about the latest trends in affiliate marketing and why some well known networks might struggle.
Behavioral targeting has been batted around by privacy advocates and regulators over the last year, but a new study from professors at the University of Pennsylvania and the University of California, Berkeley has found that consumers not only want nothing to do with BT, they aren't interested in its side effect: better targeted ads.
The economy may not be great, but the internet isn't complaining. In fact, the economy has likely helped internet advertising achieve a significant milestone in the UK. According to the Internet Advertising Bureau (IAB), internet ad spend surpassed television ad spend for the first time ever anywhere in the world.
Total spending on internet ads in the UK hit £1.75bn in the first two quarters of the year, a 4.6% year-over-year gain. That's good enough to account for almost 24% of all ad spending. Television, on the other hand, now accounts for just 21.9% of ad spend following a painful 16.1% year-over-year decline.
Advertisers may think their ads are effective, but consumers are not always prone to agree. A new LinkedIn Research Network/Harris Poll found that a gap between advertisers and consumers still exists in ad perception.
While the majority of advertising professionals think their advertising works quite well, consumers are not so convinced. And perhaps the most troubling result is that new ad formats online are annoying consumers.
More than half of respondents to a recent survey said they find mobile an easy-to-use platform with which to communicate with their favourite brands, and agreed that they would be willing to pass on offers to their family and friends.
The research, endorsed by the Internet Advertising Bureau and the Mobile Marketing Association, shows 54% of the people questioned would be willing to use mobile to interact with "brands of their preference".