tag:www.econsultancy.com,2008:/topics/ad-networks Latest Ad networks content from Econsultancy 2016-09-13T06:03:11+01:00 tag:www.econsultancy.com,2008:TrainingDate/3094 2016-09-13T06:03:11+01:00 2016-09-13T06:03:11+01:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:www.econsultancy.com,2008:BlogPost/68259 2016-09-05T15:40:46+01:00 2016-09-05T15:40:46+01:00 Are online advertisers wising up about content quality? Patricio Robles <p>As Gizmodo's Bryan Menegus <a href="http://gizmodo.com/youtube-stars-are-blowing-up-over-not-getting-paid-1786041218">explained</a>, the <a href="https://support.google.com/youtube/answer/6162278?hl=en">Advertiser-Friendly Content Guidelines</a>, which describe "content that is considered inappropriate for advertising," have been in place for some time.</p> <p>But a change to the way Google notifies content creators about videos that run afoul of them has led some to believe that Google is enforcing new rules they weren't informed about.</p> <p>Some took to YouTube to complain, and a #YouTubeIsOverParty trending topic emerged on Twitter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Youtube: This isn't a policy change, its just a notification/appeal change.<br>Me: So before you were just turning off ads and not emailing us?</p> — Philip DeFranco (@PhillyD) <a href="https://twitter.com/PhillyD/status/771393317305057280">September 1, 2016</a> </blockquote> <p>While some popular YouTubers are screaming "censorship!", that's really not the case.</p> <p>Advertisers have a vested interest in ensuring that their ads aren't associated with content that isn't in alignment with their brands, and advertisers and YouTube have the right to determine which content is appropriate and desirable for ad-based monetization.</p> <p>Historically, many advertisers have failed to do a thorough job of policing where their ads are displayed.</p> <p>This is certainly due in some part to laziness, but also to the increasingly complex online advertising ecosystem.</p> <p><a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">Programmatic</a> in particular makes it possible for advertisers to buy audiences, but also makes it difficult to control where those audiences are being reached.</p> <h3>Just how bad is the problem?</h3> <p>In some cases, this has seemingly unintended consequences.</p> <p>Take, for example, MeetMe, which bills itself as "a leading social network for meeting new people in the US."</p> <p>MeetMe <a href="http://www.sfcityattorney.org/2014/02/03/meetme-com-enables-sexual-predators-and-child-stalkers-herreras-lawsuit-contends/">was sued</a> by San Francisco's City Attorney Dennis Herrera in 2014 for failing to protect underaged users.</p> <p>At the time, Herrera stated that "MeetMe has become a tool of choice for sexual predators to target underage victims, and the company’s irresponsible privacy policies and practices are to blame for it."</p> <p>He claimed that "dozens of children nationwide have already been victimized by predators who used MeetMe to coerce minors into meeting."</p> <p>The case <a href="http://www.law360.com/articles/692914/meetme-changes-policies-settles-calif-minor-privacy-suit">was settled</a> in 2015, but critics of the company, some of whom it should be noted are shorting the company's stock, claim that MeetMe is still home to questionable content and activity.</p> <p>One company critic <a href="http://seekingalpha.com/article/3999917-meetme-1_50-target-price-advertisers-disavow-den-sexual-predators">recently claimed</a> that "it took us only minutes to find Tier-1 brand ads attached to sexually explicit / drug-related content on MEET’s mobile app."</p> <p>It then helpfully posted screenshots showing ads from brands like Coca-Cola, AT&amp;T, L.L. Bean and Target on pages these brands probably wouldn't expect to find them...</p> <p><img src="https://assets.econsultancy.com/images/0007/8744/meetme.png" alt="" width="400" height="327"></p> <p>A MeetMe investor relations presentation refers to companies like Disney, McDonalds, Walmart, Hallmark, Kraft and P&amp;G as "brand partners," although it's not clear that the company actually has a direct relationship with these brands.</p> <p>The company critic suggests that many of these brands are advertisers who purchase ads through third-party ad networks like MoPub, which is owned by Twitter.</p> <p>It goes without saying that no mainstream brand would consciously choose to display an ad alongside illegal or explicit content, but it can easily happen in today's online advertising ecosystem.</p> <h3>Reach doesn't always deliver results</h3> <p>As for YouTube, while it's not clear that the Google-owned property is "demonetizing" videos at a higher clip, the fact that it <em>is</em> apparently enforcing its Advertiser-Friendly Content Guidelines to some degree hints that advertisers just might be wising up about content quality.</p> <p>And that's a good thing.</p> <p>Sure, content creators might be upset that it will be harder to make money from videos featuring inane rants, vulgar pranks and the like, but they're not entitled to advertising dollars, and there's plenty of evidence that advertisers benefit most from true premium content.</p> <p>A recent comScore study <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">found that ads on premium sites delivered 67% higher average brand lift</a> and the ability of premium content to deliver better results <a href="https://econsultancy.com/nma-archive/15251-premium-publishers-most-effective-for-performance-campaigns">has been observed for years</a>.</p> <p>So while viral videos with questionable content might deliver eyeballs, advertisers don't necessarily benefit when they lower their standards to chase reach.</p> <p>And as more of them come to accept that, it's possible that content quality will come to be discussed as frequently as, say, <a href="https://econsultancy.com/blog/66425-video-ad-viewability-is-a-major-problem-google-study">viewability</a>.</p> tag:www.econsultancy.com,2008:BlogPost/68198 2016-08-17T10:06:00+01:00 2016-08-17T10:06:00+01:00 How ‘people-based marketing’ is redefining effectiveness in programmatic ad buying Maeve Hosea <h3>How is programmatic allowing you to move forward with your advertising strategy?</h3> <p>Crucially, programmatic enables us to have more transparency.</p> <p>Historically, we didn’t get a lot of information out of the media buys we were doing through large media agencies.</p> <p>We weren’t aware of where the inventory was being served and therefore unable to learn about where customers were and what type of messaging and content they were interacting with.</p> <p>We were paying lots of money but not taking the learnings away from it in terms of how to optimise – spending hundreds of thousands but none the wiser.</p> <p>The advantage of programmatic is that you are making that investment, you are seeing media buys that are working, how that changes over the course of a year, how it is affected by seasonality and so forth.</p> <p>That is then valuable knowledge that the business retains.</p> <h3>What do you think are the most exciting programmatic developments across media?</h3> <p>The line Facebook is currently touting about people-based marketing is something that I am passionate about.</p> <p>The programmatic solution in Facebook today means you can upload lists and very specifically target people.</p> <p><em>MBNA has been buying Facebook ads programmatically</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8109/MBNA_programmatic_ad.jpeg" alt="" width="715" height="449"> </p> <p>So it seems it is only a matter of time before we see the next evolution of programmatic display, TV buying and whatever else programmatic evolves into.</p> <p>Programmatic will increasingly become about audiences rather than cookies and pixels.</p> <h3>What can you say about fraud and the challenge that poses?</h3> <p>Fraud as an issue is ever-evolving. We have to watch that just as we have to watch ad blocking and anything else that fundamentally changes the area we are operating in.</p> <p>Our way of dealing with it has been to change our success metric. We have been working on changing the KPI to look at incrementality as a way to help mitigate risk from fraud.</p> <p>We are now using our non-viewed display conversions – of which we have a lot, like everybody else – to get our baseline conversion rate.</p> <p>Success is the incremental between the impressions we serve that don’t get viewed and the impressions that do get viewed.</p> <p>That shows us the true performance of our display advertising.</p> <h3>Where do value, creativity and effectiveness meet?</h3> <p>For us it is about [defining the right audience segments for a campaign] but it is also about tailoring the message to what we know about people.</p> <p>My approach, with our provider Infectious Media, is to think about different treatments where advertising is more likely to resonate with people, based on information that I can acquire from across social or various third parties.</p> <p>Programmatic is a strange field in that it increasingly requires numbers people but ultimately the output for all those numbers and analysis – the segmentation that you are running – is still creative and requires creative people.</p> <p>We do some of that work in-house but we also reach out to specialist agencies to push the boundaries of creative thinking.</p> <h3>Which media channels are next for programmatic and why?</h3> <p>The obvious one is TV. The guys at Sky are kind of there with AdSmart but it is a little on the expensive side.</p> <p>You would think that the players will bring that element to the table soon enough and we are going to be able to buy TV advertising programmatically.</p> <p>That is the challenge for the industry: helping people feel a bit better about marketing by delivering marketing that is more aligned to their wants, needs and interests.</p> <h3>What are the pressing issues in the programmatic sphere moving forward?</h3> <p>Cross-device marketing is crucial. There are lots of people trying to do deterministic measurement models within display advertising [where a consumer is identified by linking browsing behaviour with personal login data] and I have a big issue with a way a lot of those are set up.</p> <p>I am not convinced by the accuracy or transparency that sits within that. It is still a bit of a bugbear and I think the industry still has a lot of work to do on solving that cross-device piece.</p> <p>Programmatic needs to evolve by moving away from cookies and pixels and I think the people-based marketing approach has the power to tip the whole industry on its head.</p> <p><em><strong>Back for a third year, Marketing Week and Econsultancy’s <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With the Programmatic</a> conference and workshop will take place in London on 20 and 21 September. </strong></em></p> <p><em><strong>Nic Travis is one of the brand experts sharing insights into how to make the programmatic landscape work for you.</strong></em></p> <p><em>This article was originally <a href="http://www.marketingweek.com/2016/08/16/how-people-based-marketing-is-redefining-effectiveness-in-programmatic-ad-buying/">published on Marketing Week</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/68190 2016-08-16T15:10:27+01:00 2016-08-16T15:10:27+01:00 Apple to launch iOS App Store Ads: An interview with Doubledown's Brett Patterson Evan Dunn <h3 dir="ltr">How will Apple’s iOS App Store Ads work? How will they fit into the bigger picture of app marketing?</h3> <p dir="ltr">These will function much like Google’s promotional ads in Google Play: advertisers can pay for their apps to rank at the top of search results.</p> <p dir="ltr">Users search for ads, and advertisers pay to show up at the top of specific keyword searches.</p> <p dir="ltr"><em>Google Play search ad</em></p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/8075/Goole_Play_search_ad.png" alt="" width="448" height="459"></p> <p dir="ltr">This is going to be a game-changer for apps that bring in revenue with iOS devices. This new inventory of ads will be extremely low funnel for advertisers and highly relevant to consumers.</p> <h3 dir="ltr">How will Apple’s platform differ from advertising in Google Play?</h3> <p dir="ltr">I imagine the look and feel of iOS App Store Ads will be similar to Google Play, but the big advantage for advertisers will be direct access to App Store inventory, no strings attached.</p> <p dir="ltr">With Google, advertisers must bid on Google Search inventory to be able to bid on Google Play inventory.</p> <p dir="ltr">Google does not provide a way to separate out inventory or provide analytics to show how much of your paid search traffic came from either source.</p> <p>The no-strings-attached nature of iOS App Store Ads gives advertisers new levels of freedom in their app promotion strategy.</p> <h3>This could mean big things for the startup world. Who do you see will benefit the most iOS App Store Ads?</h3> <p dir="ltr">Apps that seek new customers via iOS traffic will benefit most. Big brands - and brands with media budgets in general - will get the quick wins because they have the budget to cover more search keywords.</p> <p dir="ltr">Brands like these should be able to quickly figure out what keywords are going to bring returns, and then can push out smaller competition with market saturation.</p> <p dir="ltr">If you are a search marketer, the skills you’ve used in other <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> environments should translate well.</p> <p dir="ltr">Apple’s move into app store ads is representative of the growing number of search-based paid media marketplaces (like Pinterest Ads for example).</p> <p dir="ltr">Brands will look more to search marketing experts, as your bidding and keyword expertise is much more relevant than the skills of your display counterpart. </p> <h3 dir="ltr">But not everyone’s going to be happy, I imagine…</h3> <p dir="ltr">No, you’re right. All search vendors (Google, Bing and Yahoo) will feel the pinch as portions of budgets are redirected to the iOS App Store, which will be more direct-to-consumer.</p> <p dir="ltr">Bing and Yahoo risk losing traction more than others. They don’t have a direct source to an app marketplace, so they lack critical mobile acquisition features like “click-to-install”.</p> <p dir="ltr">Apple will probably take a significant share of app advertisers’ budgets from these two search engines.</p> <p dir="ltr">Incentivized Display Vendors - such as Tapjoy &amp; NativeX, for example - might feel a sting as well.</p> <p dir="ltr">IDVs used to drive iOS App Store rankings because advertisers will no longer feel pressure to send cheap traffic to their iOS store pages in order to game organic search rankings.</p> <p dir="ltr">Taking advantage of iOS App Store Ads will likely have the same effect, but with more measurement and opportunities for optimization. </p> <p dir="ltr">Advertisers with small budgets won’t be able to compete with the budgets of their larger competitors.</p> <p dir="ltr">If they don’t play the game early and with some clever keyword selection and bidding strategy, their apps will most likely get pushed farther and farther down the rankings.</p> <h3 dir="ltr">What response should app advertisers have towards these ads?</h3> <p dir="ltr">If you are a buyer, you should take advantage of Apple’s creation of a new source of premium inventory. You are going to love it.</p> <p dir="ltr">The introduction of the ads feature should lead to a wave of premium installs and conversions.</p> <p dir="ltr">You’ll be able to control this inventory with the same precision you get with Adwords, but the value for apps will be much higher than a typical Google search ad.</p> <p dir="ltr">This is going to be one of the best sources of iOS traffic (if not the best) out there and you need to assign the resources to pivot quickly once Apple launches the function.</p> <p dir="ltr">Apple has stated that this should be rolling out in Q3/Q4 with some sort of Beta. I imagine it will invite the folks with deeper pockets first, so small brands won’t even get a crack until early 2017.</p> <p dir="ltr">If you are not planning incorporate iOS App Store Ads into your media strategy, you should be.</p> tag:www.econsultancy.com,2008:TrainingDate/2961 2016-08-10T05:00:41+01:00 2016-08-10T05:00:41+01:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification - Singapore <h3><strong>Course benefits</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Singapore catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p>The double certification programme is uniquely positioned to deliver these benefits:</p> <ul> <li>Course content and curriculum provided by Econsultancy of UK, the world leading digital marketing best practice community and publisher with 250,000+ subscribers</li> <li>Certification in Google AdWords, a highly sought-after professional qualification by Google for digital marketing professionals</li> <li>3 free credits to download 3 Econsultancy reports (worth USD695/report) from Econsultancy's portal containing 500,000+ pages of digital marketing resources, reports and best practice guides</li> <li>Short 8-week course with lesson once or twice a week</li> <li>Practical and real-life training by certified digital marketing practitioners</li> <li>Conducted locally in Singapore with ‘live’ face-to-face training, and not webinars or online learning</li> </ul> <h3>Econsultancy's Reports (Complimentary)</h3> <p>FREE 3 Credits to download Econsultancy's reports from Econsultancy's <a href="https://econsultancy.com/reports/">portal</a> containing 500,000+ pages of digital marketing resources, reports and best practice guides.</p> <h3><strong>Course Details</strong></h3> <p>This double certification course is a 8-week part-time programme for working professionals who intend to upgrade their knowledge in digital marketing. Upon successful completion of the programme, participants will obtain a double certification, and are awarded the Certificate in Digital Marketing (powered by Econsultancy) and the Google AdWords Individual Qualification. </p> <p>This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p>The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing. </p> <p><strong>Start Date:</strong> 11 Oct 2016</p> <p><strong>Venue:</strong> Lifelong Learning Institute, Singapore, #04-02</p> <p><strong>Course Fee:</strong><strong> SGD 5,880/pax</strong><br>(SGD2,000 discount for Econsultancy’s paying subscribers at SGD 3,880/pax.)</p> <p>To find out more and register, click <a href="http://www.clickacademyasia.com/wp-content/uploads/2016/06/doublecert-brochure-sg-my-2H2016.pdf" target="_blank">here</a>.</p> <h4>For enquiries, please contact us<strong> </strong>at +65 6653 1911 or email<strong> <a href="mailto:%20apac@econsultancy.com" target="_blank">apac@econsultancy.com</a></strong> </h4> tag:www.econsultancy.com,2008:BlogPost/67835 2016-05-19T11:21:14+01:00 2016-05-19T11:21:14+01:00 Bringing data into creativity in a programmatic world Glen Calvert <p>Data isn’t sexy, consequently, it isn’t loved by brand advertisers. In their minds, data is the preserve of the far less noble direct marketing realm.</p> <p>The idea of putting data at the core of campaigns, which the direct marketer does, is an anathema to the brand advertiser.</p> <p>A neat illustration of this thinking is through <a href="https://econsultancy.com/training/courses/personalisation-enhancing-the-customer-experience/">personalised advertising</a>. Brand marketers can’t deny that they’d like to connect with us all individually.</p> <p>The “Share a Coke” campaign in which cans and bottles were personalised was a huge brand success.</p> <p>Around 1,000 name variations were available on shelves and over 500,000 available through the online store.</p> <p>So, why do brand advertisers seem reticent to deploy personalisation techniques online – a media tailor-made for such activity due to data?</p> <p>Why do we so rarely see good examples of this type of campaign in the digital environment?</p> <h3><strong>Falling in love with data?</strong></h3> <p>The answer to the previous question is branding’s lack of love for data. However, this mind-set could be changing due to a couple of factors.</p> <p>Brands love TV because it’s a wonderful platform to tell stories at scale.</p> <p>In comparison, online platforms for telling good brand stories at scale using data and creative have been more constrained.</p> <p>With smaller screen sizes and more limited ad ‘real estate’, brand banner advertising is more of a challenge.</p> <p>However, the skills and appetite for meeting this challenge and using data efficiently are increasing.</p> <p><img src="https://assets.econsultancy.com/images/0007/4847/share-a-coke.jpg" alt="Share a Coke Bottles" width="460" height="330"></p> <p>This improvement in the banner format is combining with a growth in other branding-type formats in display advertising, such as video and <a href="https://econsultancy.com/blog/63722-what-is-native-advertising-and-do-you-need-it/">native advertising</a>.</p> <p>The IAB’s latest <a href="https://econsultancy.com/blog/67746-10-action-packed-digital-marketing-stats-from-this-week" target="_blank">digital ad spend figures</a> showed both video and native spend grew around 50% last year to account for nearly half of display ad spend.</p> <p>These two parallel developments in display prove its increasing allure as a branding medium - FMCG advertisers, historically considered the least relevant in regards to online ads, are now the dominant spender on display, accounting for nearly £1 in every £5.</p> <p>We’re seeing this increasing willingness to embrace data manifested by clients taking control of their data destiny.</p> <p>A number of high profile brands are taking on long-term software contracts with data management platforms (DMPs), showing the appetite clients have to both control and exploit the data opportunity.</p> <h3><strong>Programmatic plumbing</strong></h3> <p>Alongside the rise in online branding formats, the other factor changing mind-sets among brand advertisers, rather surprisingly, could be <a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">programmatic</a>.</p> <p>Something originally seen as even less sexy than data.</p> <p>The “plumbing”, or logistics, side of programmatic is becoming less of an obstacle to using data and creative to tell a good brand story.</p> <p>The amount of heavy-lifting required is reducing in terms of time, resources and money among agencies and vendors to connect the data, the creative and the inventory.</p> <p>Consequently, there’s a growing sense of enthusiasm about take-up among brands.</p> <p>So, as programmatic matures, many of these growing pains are less pronounced.</p> <p>As the plumbing between creative, data and buying becomes more automated, it means the industry can move more towards programmatic as a creative solution.</p> <h3><strong>Programmatic as creative</strong></h3> <p>In turn, <a href="https://econsultancy.com/blog/67554-2016-the-year-of-programmatic-creative/" target="_blank">programmatic creative</a> has become more advanced and more flexible, without compromising scale and automation, to meet the specific creative requirements and nuances that advertisers have for being able to tell their brand story.</p> <p>Programmatic creative is now flexible and advanced enough to insert dynamic and personalised elements into online ads to enable the idea of “mass personalisation”, which was essentially what the big idea “Share of Coke” brand campaign was shooting for.</p> <p>These developments hopefully thaw the relationship between brand marketers and data, particularly as they open up exciting and innovative brand campaign ideas that can be brought to life in this brave new world.</p> <p>Take, for example, Netflix’s campaign to promote the addition of all ten seasons of Friends to its library.</p> <p>Conceived by Ogilvy Paris, it’s a pre-roll video campaign that responds dynamically to videos watched on YouTube by inserting a clip from Friends that relates to the video topic searched for.</p> <p><iframe src="https://www.youtube.com/embed/K_3uKmLFHRI?wmode=transparent" width="560" height="315"></iframe></p> <p>Essentially, it uses data to relate Friends to almost anything you search for on YouTube.</p> <p>What will be your big brand idea this year that comes alive through data?</p> <p><em>To learn more on this topic, book yourself onto Econsultancy's <a href="https://econsultancy.com/training/courses/programmatic/">Programmatic Training Course</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/67576 2016-02-26T09:59:21+00:00 2016-02-26T09:59:21+00:00 Did South Park solve the ad blocking problem? Tom Dibble <p>It has happened to everyone. You are sitting at your computer minding your own business, watching cat videos or clicking through “10 Celebrities With Weird Body Parts” - yes, that is a real article - when all of the sudden it happens.</p> <p>Your computer is hijacked. A pop-up informs you that your computer is infected, your JavaScript plugin is out of date, you’ve just won a million dollars!</p> <p>But you can’t click out of it, and as soon as you try more windows open or even worse - spontaneous downloads take your computer hostage.</p> <p>When you consider how many times this exact scenario has repeated itself over the course of your internet-using life, it is no surprise that the <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">use of ad blocking software has ballooned</a> in the last year.  </p> <p>Sorry, advertisements, consumers just aren’t that into you.</p> <p><img src="https://assets.econsultancy.com/images/0007/2381/ad_blocking.png" alt="" width="800"></p> <p>And just like the end of a bad relationship, all sides are left asking, “How did we get here? How did it get so bad?”</p> <p>While there has been no shortage of finger-pointing between agencies, publishers, and brand marketers, it is safe to say that no one is void of blame.</p> <p>Publishers make money by selling ads on their content, and media addicted consumers need their fix.</p> <p>Publishers look at two things when deciding what pieces to finance: how much time and money a story takes to produce, and how much ad revenue it will generate.</p> <p>But the need to create more content with the intention of generating more advertising revenue only served to kill real journalism.</p> <p>Long form, investigative stories became too burdensome for our ADD riddled minds strung out on instant gratification.</p> <p>This gave rise to the listicle and click bait designed only to cheaply generate traffic while turning our brains to mush. Au revoir journalistic integrity.</p> <h3>The industry is complicit</h3> <p>Advertising agencies, meanwhile, concerned with making brands happy, implicitly went along for the ride.</p> <p>As purveyors of creativity and whit, agencies should have stood up to this rubbish rather than allowing brilliant strategy to be reduced to a pop-over ad.</p> <p>For consumers, <a href="https://econsultancy.com/blog/67399-a-brief-history-of-ad-blocking-shows-it-s-not-a-new-problem/">avoiding ads has long been a source of innovation</a>. Television commercials bred the remote control, the VCR, Tivo, and eventually Netflix.</p> <p>But internet advertising is a very different beast. It democratised advertising allowing anyone with a few quid and an internet connection to become a marketer.</p> <p>Like a plague of biblical proportions, amateurish, spammy ads infected the internet with no concern for the user experience.</p> <p>Primary school tactics of annoying someone to get them to like you simply don’t work for advertising, yet that didn’t deter us from using them.</p> <p>Consumers want to be wooed, for their needs to be acknowledged - not to be interrupted while they are in the middle of reading. The problem has gotten so bad that even marketers themselves are fed up.</p> <p><iframe src="https://www.youtube.com/embed/HpqLcufrxQo?wmode=transparent" width="560" height="315"></iframe></p> <h3>The dilemma</h3> <p>Now we are stuck in Limbo. Last year more than $21bn dollars in ad revenue were lost due to ad blockers.</p> <p>The Interactive Advertising Bureau (IAB) is so livid about the situation that they not so politely <a href="http://www.wsj.com/articles/tensions-escalate-between-adblock-plus-and-iab-1452881625">disinvited Ad Block Plus</a> from its annual conference.</p> <p>Meanwhile, publishers are looking for ways to <a href="https://econsultancy.com/blog/67508-10-publishers-that-want-you-to-disable-your-ad-blocker/">sweet talk visitors into turning off their ad blocking software</a> which seems to have some positive effect. But are we just ignoring the larger problem?</p> <p>The term “<a href="http://adage.com/article/digitalnext/brands-build-loyalty-surprise-delight-strategies/298425/">surprise and delight</a>” has been thrown around a lot as the advertising industry debates how we should approach ads moving forward, but it might be too little, too late. </p> <p>Some consumers have been burned by poor advertising so many times, that no amount of “surprise and delight” could usher them back into the fold. </p> <p>For them, ads are manipulative and untrustworthy. Even the idea of <a href="https://econsultancy.com/blog/67044-is-native-advertising-the-answer-to-ad-blocking/">sponsored content</a> leaves a bad taste in their mouths.</p> <p>In the movie The Matrix, Neo is offered two different pills. One will show him the truth, and the other will allow him to return to his life, blissfully ignorant. </p> <p>While it may be a bitter pill to swallow, the advertising industry has to acknowledge our part in the fall of Rome to begin moving forward and build on top of the rubble. </p> <p>Sure, some ad blockers are offering “whitelist” status <a href="http://www.businessinsider.com/google-microsoft-amazon-taboola-pay-adblock-plus-to-stop-blocking-their-ads-2015-2">for a price</a>, but that just reeks of blackmail. </p> <p>The industry must learn to bring value to consumers again while educating them that content comes at a cost. On that other hand, brands must learn they can’t produce shoddy products and expect them to sell based off an advertising strategy alone. </p> <p>What we really need is a paradigm shift - to put the consumer back at the center. <br></p> <h3>South Park has the answer</h3> <p>At the end of last season, South Park quite poignantly satirised the current state of affairs in advertising, turning the lens on the “evolution” of ads from television, to mobile, to sponsored content.</p> <p>According to South Park:</p> <blockquote> <p>But the ads adapted. They became smarter. They disguised themselves as news. All around the world, people read news stories, completely unaware they were reading ads. </p> <p>And now, the ads have taken the next step in their evolution. They've taken human form. Ads are among us, they could be your friend, your gardener. </p> <p>The ads are trying to wipe us out. The question is... how?</p> </blockquote> <p>While the hyperbole is a bit overblown - as all good hyperbole should be - Trey Parker and Matt Stone might just be onto something.</p> <p>Instead of ads becoming people, shouldn’t our industry instead be focused on turning people into “ads”? </p> <p>We already know that earned media works. 90% of consumers say they trust their peers’ recommendations, but only 33% trust ads. </p> <p>Brand evangelism is a powerful thing and <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencer marketing</a> is already set to become one of the year’s biggest trends.</p> <p><iframe src="https://www.youtube.com/embed/IVfslRsNXUc?wmode=transparent" width="615" height="346"></iframe></p> <p>Why is it so effective? Because it breaks through all the online noise, drives awareness, and breeds purchase intent later on.</p> <p>As marketers, we must become better at relationships, at building trust, at being human.</p> <p>Selling products needs to become less of a shouting match between brands about who is better, and more of a conversation between brands and consumers about what consumers want.</p> <p>We have to learn to listen to our audience because they certainly have stopped listening to us. The industry depends on marketers putting people back into the equation.</p> <p>So what does the future hold for the advertising industry? In the age of “banner blindness”, the industry would be digging itself a deeper hole by ignoring what consumers are already telling us.</p> <p>Advertising is such an ingrained part of our culture that it is unlikely to go quietly and certainly too big to go away completely.</p> <p>But that doesn’t mean that it can’t evolve, as it has for centuries - that doesn’t mean that one day, very soon, advertising could live among us - your friend, your gardener.</p> <p>Advertising could become - human. </p> tag:www.econsultancy.com,2008:BlogPost/67574 2016-02-24T15:03:00+00:00 2016-02-24T15:03:00+00:00 Has Programmatic Advertising killed creativity in marketing? David Moth <p>And it’s also commonly criticised for relying too heavily on automation, thus removing the creative element from marketing campaigns.</p> <p>To see whether this is the case, we spoke to two seasoned digital experts, namely:</p> <ul> <li> <a href="https://www.linkedin.com/in/clare-deloford-4694b342">Clare Deloford</a>, Digital Development Associate Director at ‎Starcom MediaVest Group</li> <li> <a href="https://www.linkedin.com/in/janmikulin">Jan Mikulin</a>, Global Head of Digital Marketing at Grayling</li> </ul> <p>You can watch their answers below, or read a brief summary of what they had to say.</p> <p>And to learn more about programmatic advertising, come along to our <a href="https://econsultancy.com/events/creative-programmatic/">Creative Programmatic</a> event in London next week.</p> <p>These videos were created in partnership with <a href="https://wooshii.com/">Wooshii</a> and are the first in a series of interviews we’ve carried out with senior digital marketers from various agencies and brands.</p> <p>Now, on with the show...</p> <h3>People often accuse programmatic of killing creativity. Do you agree with this point of view?</h3> <p><iframe src="https://www.youtube.com/embed/7fEj3_hG5mc?wmode=transparent" width="615" height="346"></iframe></p> <p>Clare and Jan both strongly disagreed with the suggestion that programmatic kills creativity.</p> <p>According to Jan, it’s incumbent upon marketers to think about how the technology can enable them to be more creative.</p> <p>The technology has a momentum around it which in turn creates a need and a desire for more creativity.</p> <p>Clare said that the ability to run targeted, personalised ads actually encouraged greater creativity. </p> <h3>How do you think programmatic will impact the role of marketing professionals?</h3> <p><iframe src="https://www.youtube.com/embed/k93THhdXIIw?wmode=transparent" width="615" height="346"></iframe></p> <p>Clare said that programmatic has been quite difficult for marketers to understand, which creates fear and apprehension, however people now realise that it’s a very important technology.</p> <p>And by automating the buying process, marketers will have more time to invest in content creation and richer experiences which are really important for every brand.</p> <p>Jan suggested that programmatic has seen a similar cycle to other advancements in advertising and communications.</p> <p>There was initially a flurry to understand how it worked, then marketers gradually got to grips with it, now we're beginning to use it as a standard operating procedure, and that process will start again soon when a new marketing technology appears.</p> <h3>How has programmatic affected the relationship between agencies &amp; clients? Are there misgivings over transparency?</h3> <p><iframe src="https://www.youtube.com/embed/eyCkp5Kx6yo?wmode=transparent" width="615" height="346"></iframe></p> <p>Another major criticism of programmatic is that <a href="https://econsultancy.com/blog/65860-13-interesting-quotes-from-our-programmatic-marketing-panel/">the process isn’t transparent</a>, which can lead to mistrust between agencies and their clients.</p> <p>Jan said that things will only turn sour if the agency had a poor relationship with their clients in the first place and wasn’t being upfront and honest.</p> <p>However, he also referenced an IAB report which shows that only 45% of people who use programmatic in agencies actually understand the technology and the concept behind it.</p> <p>That lack of knowledge can potentially impact the entire industry in terms of trust and failure to generate ROI.</p> <p>Clare said that Starcom MediaVest tries to educate its clients to ensure everyone understands how the technology works.</p> <p>For example, it has an online tool where clients can run a dummy campaign and take a look “under the hood”.</p> <p>Marketers are more comfortable with programmatic once they see how it works.</p> <p><em>And finally, to learn more on this topic book yourself onto Econsultancy’s <a href="https://econsultancy.com/training/courses/programmatic/">Programmatic Training course</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/67524 2016-02-16T14:43:00+00:00 2016-02-16T14:43:00+00:00 Combating ad blocking: What we can learn from the affiliate channel Helen Southgate <p>The broader digital industry faces a huge threat from <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">ad blocking</a> and could take some useful lessons from what the affiliate channel has achieved.</p> <p>I have followed with great interest the hot topic of ad blocking. Of particular amusement has been the anger directed from many corners of the digital advertising industry at the ad blocking companies themselves.</p> <p>Let’s take a step back for a minute. Why have ad blockers been able to find a market of consumers (reported to be 18% of the UK online population) willing to use their tools?</p> <p>It's because some of the advertising within the digital industry is quite frankly terrible. It can be disruptive, bad quality and not relevant or targeted to the consumer.</p> <p>The cynic in me would say consumer experience is not always a priority of those controlling the ad spend.</p> <p>The IAB has been somewhat pro-active in addressing the ad blocking debate and has produced a number of useful stats and materials. </p> <p>A few of the most noteworthy are from a consumer study carried out in October last year:</p> <ul> <li>25% of online adults have downloaded ad blocking software.</li> <li>3/4 of those downloaders, so 18% of online adults, are currently using ad blockers. This is up from 15% in June 2015.</li> </ul> <p>No wonder this has the digital industry spooked, that is a lot of cash being lost.</p> <p>But even more interesting are some of the reasons people gave for using ad blockers:</p> <ul> <li>52% use them to block all ads.</li> <li>Just 9% use them to protect against privacy, so stopping tracking software working.</li> <li>One in two would be less likely to block ads if they did not interfere with what they were doing.</li> </ul> <p>And this answer:</p> <ul> <li>61% of people would prefer to access content for free and have ads present than pay to access content</li> </ul> <p>So it appears the frustration from consumers is with poor quality, badly executed, disruptive ads.  </p> <p>Therefore, rather than attack the companies that are helping consumers rid their world of these frustrations, perhaps we should be condemning those companies that are the cause of this irritation.</p> <h3>On the bright side</h3> <p>There are positive things happening, the IAB launched <a href="http://www.iabuk.net/news/iab-uk-launches-principles-to-address-ad-blocking">its L.E.A.N principals</a> which are a step in the right direction and have been getting the industry talking reasonably sensibly about the problems we face.</p> <p>We need to come together and self-regulate, pointing a spotlight on those companies that do not adhere to these principals.</p> <p>After all, these are basic good marketing and advertising principals which should already be being observed. Once we find sites that don't comply we should all chase them down the street with pitch forks until they do it right or go out of business. Easy.</p> <p><img src="https://assets.econsultancy.com/images/0007/1930/LEAN_Ads_Program_1__3_.jpeg" alt="" width="320" height="240"></p> <p>I jest a little, this is a huge industry with many different components and mostly there are good companies and people that understand the principals of honest and ethical marketing. </p> <p>But there are also a lot of bad eggs out there chasing money. As an industry we need to find and stop these companies executing bad practices.</p> <p>But after they have been getting away with it for years, it is not an easy task.</p> <h3>Follow the affiliate's lead </h3> <p>To find an industry that has executed this with reasonable success we need to look no further than the affiliate marketing channel.</p> <p>In the last 10 years we have worked hard as a group of individuals and companies to ensure quality, a fair playing field and ethical practices.</p> <p>With the help of the IAB, the Affiliate Marketing Council has put in place a number of best practice and self-regulatory principals that all stakeholders within the market adhere to (affiliate networks, agencies, advertisers and publishers). </p> <p>We are proud of these principals as an industry and we do not take lightly to those that break the rules as we know that can harm the reputation of all of us. </p> <p>I suggest the digital industry needs to follow a similar path and clean up its act, otherwise the use of ad blockers will only increase. </p> <p>Educating consumers about advertising and commercial relationships with publishing sites is clearly another avenue that needs to explored. </p> <p>Most of the sites that consumers visit would not exist without advertising, but <a href="https://econsultancy.com/blog/67128-stats-how-social-media-brought-down-the-sun-paywall/">paywalls have been tried and failed</a> numerous times by large and small publishers alike.</p> <p>61% of consumers say they would rather have ads than pay for content so I don’t really ever see a world where paywalls will be successful, there will always be someone that gives it away for free. </p> <p>So we have to tackle to fundamental issue first and foremost, which is ridding the industry of companies executing poor advertising.</p> <h3>Why would an affiliate be concerned?</h3> <p>You might wonder why an affiliate marketer woud be worried about this, and that would be a good question. </p> <p>Across the affilinet network just 2% of our orders come from banners, and 98% come from content. What you now understand as “<a href="https://econsultancy.com/blog/63722-what-is-native-advertising-and-do-you-need-it/">native advertising</a>” has been the bedrock of affiliate marketing since its creation over 20 years ago. </p> <p>However, as a channel we are being negatively affected by ad blocking for two main reasons.</p> <p><strong>Firstly,</strong> ad blockers offer the ability to opt out of all 'tracking', meaning the tracking mechanism which we use to attribute sales and pay publishers is disabled. </p> <p>Without this the publisher and network do not get paid. </p> <p><strong>Secondly,</strong> many of our publishers rely on banner advertising and ad networks alongside their income from affiliate ads. Without this in many cases the publishers simply will not survive.</p> <h3>In summary...</h3> <p>Growing consumer awareness will result in increased use of ad blocking and is a danger to all of us in the digital industry.</p> <p>We need to come together, to self-regulate and chase those bad eggs out.</p> <p>While without a doubt we have not eradicated bad practice in the affiliate industry, we most certainly have improved immensely and are proud to be a transparent and ethical industry.</p> <p>We've shown that this can be achieved with time, resource and commitment from all stakeholders.</p> <p>It’s time to focus on the root cause of the problem, and as a digital industry tackle this head on. </p> tag:www.econsultancy.com,2008:BlogPost/67399 2016-01-13T15:54:00+00:00 2016-01-13T15:54:00+00:00 A brief history of ad blocking shows it’s not a new problem Lori Goldberg <p>They constructed a reclining, upholstered chair perfectly engineered to support the human body in a prone but sitting position. </p> <p>They described their new invention as “nature's way of relaxing” and held a contest to give it a name. </p> <p>When coupled with a television, the “La-Z-Boy” recliner became a staple in American living rooms and getting up to change the channel during commercials became unlikely while nestled inside in the chair’s cozy, cocoon-like comfort.</p> <p><a href="http://www.la-z-boy.com/p/vail-reclina-rocker-recliner/_/R-010403"><img src="https://assets.econsultancy.com/images/0007/0694/la-z-boy.jpg" alt="" width="332" height="332"></a></p> <p>Enter American inventor Robert Adler who was experimenting with a process that would enable remote control of a television using radio waves. </p> <p>His remote device, the “Space Command” used aluminum rods that vibrated when struck by tiny hammers, producing high-frequency tones that would be received by the television set, instructing it to change channels. </p> <p>The device was perfected in the 1960’s as Adler’s remote control was modified to allow ultrasonic signals to communicate complex commands to TV sets, enabling the operator of the remote to block ads by changing the channel during a commercial break – <a href="http://inventorspot.com/adler">without leaving the comfort of their reclining chair</a>.<sup><br></sup></p> <p>But television, you are not alone. In the 1930’s Motorola’s AM radios were appearing in many vehicles. </p> <p>The invention of the “transistor” lowered costs and made car radios so affordable, they were installed on 50m new cars by 1963. </p> <p>Deadly accidents skyrocketed over time as <a href="http://mentalfloss.com/article/29631/when-car-radio-was-introduced-people-freaked-out">drivers would take their eyes off the road to change the radio station</a> (perhaps to avoid commercials). </p> <p>By the 1970s, mechanical preset buttons (likely inspired by Xerox’s early user interface machines) allowed drivers to not only change the radio station while safely watching the road, but it also gave listeners a quick solution to skipping ads. </p> <p>Today, if you’re not using commercial-free satellite radio, then you’re likely punching through presets when the ads come on.<sup><br></sup></p> <p>It was in 1999 when the first Digital Video Recorders (DVR’s) arrived in Las Vegas at the <em>Consumer Electronics Show</em>. </p> <p>TiVo and it’s chief rival ReplayTV not only changed how we watch television, but also the ease at which we skip ads. DirectTV eventually acquired ReplayTV while TiVo continued to evolve and thrive, even today.<sup>4</sup></p> <p>Viewers quickly learned that they could record a show and tune in to the live broadcast 15 minutes late, and by fast-forwarding through the commercials they would catch-up to the live broadcast by the end of the show, reducing a 30-minute sitcom to a lean 22 minutes.</p> <p><em>Click on the image to access the full infographic</em></p> <p><a href="http://www.silverlightdigital.com/an-illustrated-history-of-ad-blocking-1960-2016/"><img src="https://assets.econsultancy.com/images/0007/0696/Screen_Shot_2016-01-13_at_15.46.08.png" alt="" width="794" height="470"></a></p> <p>Appointment television made famous with NBC’s “Must See TV” Thursday nights gave way to viewers recording everything and zipping right through the ads. </p> <p>Lawsuits by Fox and others followed as advertisers and networks challenged the “consumer’s right” <a href="https://news.google.com/newspapers?id=lc8vAAAAIBAJ&amp;sjid=1Y0DAAAAIBAJ&amp;pg=5630,870934&amp;hl=en">to record shows and skip commercials</a>.<sup><br></sup></p> <p>Legal means of preventing ad blockers were failing in court and new attempts to block advertisers were hitting the market fast and furious.  </p> <p>In 2004, the legal attempts to prevent the Federal Trade Commission’s National <em>Do Not Call Registry</em> failed and millions of Americans were empowered to block telemarketing calls by simply registering their phone number on the “Do Not Call” website. </p> <p>Mozilla – creators of the Firefox Web browser – later introduced its <em>Do Not Track</em> feature that blocked advertisers from profiling a user’s identity and browser history. </p> <p>Today’s browsers all offer standard features enabling users to surf the web in secret, or employ ad blockers – popular with about 16% of US Internet users according to a new report from Adobe/PageFair - that completely free mobile and desktop browsers from banner ads – literally eliminating them from view by preventing the browser from loading the ad.<sup><br></sup></p> <p>In 2012, Satellite television provider Dish Network released its new <em>Auto Hop DVR</em> feature that would <em>automatically</em> skip commercials on programs recorded using its <em>PrimeTime Anytime</em> service. </p> <p>Third-party applications created by DVRMST Toolbox, ComSkip, and ShowAnalyzer <a href="https://www.eff.org/deeplinks/2012/05/tv-networks-say-youre-breaking-law-when-you-skip-commercials">use technology to locate commercial segments in a broadcast</a> and save the time code as data, later utilized to identify and remove blocks of commercials from recorded video files.</p> <p>These applications were compatible with DVR’s manufactured by Windows Media Player among others.</p> <p>And recently, TiVo reappears back on the ad blocking market with its new <em>Bolt DVR</em> that tags the start and end of commercials so that viewers can skip over them with the push of a single, convenient button.<sup><br></sup></p> <p><img src="https://assets.econsultancy.com/images/0007/0697/Screen_Shot_2016-01-13_at_15.49.33.png" alt="" width="700"></p> <p>In conclusion, history shows us that ad blocking innovation and consumer’s demand for it is nothing new. </p> <p>Panic over recent methods of digital ad blocking must be put in proper historical context and the consumer’s long-held desire to skip ads must be acknowledged. </p> <p>Despite this, we also understand that advertising provides a valuable service in shaping and informing consumer behavior, accelerating our economy, and enabling wide consumption of low-cost or free products – such as apps or music – where costs are deferred with advertisements. </p> <p>Even consumers would likely agree with these benefits <em>or they can often opt to pay for content so they realize the benefit of what advertising subsidizes.</em></p> <p>The key for the digital advertising industry remains the same: to challenge ourselves to serve better and more relevant ads to audiences and be mindful of their frustrations with ad clutter and its negative impact on the brands we serve. </p> <p>Ad blocking is not the end of our industry. It’s simply an evolution point.</p> <p><em>For more on ad blocking, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/"><em>The rise and rise of ad blockers: Stats</em></a></li> <li><em><a href="https://econsultancy.com/blog/66650-how-do-you-solve-a-problem-like-ad-blocking/">How do you solve a problem like ad blocking?</a></em></li> <li><em><a href="https://econsultancy.com/blog/67044-is-native-advertising-the-answer-to-ad-blocking/">Is native advertising the answer to ad blocking?</a></em></li> </ul>