Desktop audiences and time have been complemented, rather than replaced by mobile devices. Desktop still offers large (albeit more focused) demographics and for particular types of content, it is still the platform for scale. Reach and frequency management for advertisers needs to account for multi-platform usage.
Time is the new currency and while the hype machine may indicate that you should produce a lot of content your audience just doesn’t have the time to read most of it. Continue reading
If a site tells me to turn off my ad blocker to keep reading I leave the site. Ad blockers are becoming main stream because consumers don’t want to be interrupted with irrelevant ads while using the Internet, but content publishers don’t seem to understand that users rule, not them. Continue reading
The shadow of Steve Jobs is gone and as it recedes, so does the brand that came to represent “cool and innovative”. Tim Cook is a good captain once the course is set but under his leadership Apple is having serious issues and losing market share. Continue reading
Forrester found that visiting a company’s website is the number one way fans prefer to stay in touch with the brands [/inlinetweet]they love, outranking Facebook all the way down at number five. While their Facebook pages are brimming with exciting, yet unseen content, brand websites may be neglected – at a high cost to community interaction. Continue reading
According to Adobe Digital Insights U.S. share of traffic from display has decreased by -32% and globally, monthly active desktop ad-blockers is up 4x since 2013 to 220M. So then why are so many brands planning increases in digital spending? Continue reading
For consumers, having content options is no longer a luxury, but an imperative. But having a plethora of content options at our collective fingertips doesnʼt necessarily mean consumers are connecting with ALL choices ALL of the time. In fact, according to the second quarter Nielsen Total Audience Report, behaviors and usage are unique to the device being used. Consumers still spend most of their time on traditional platforms , but they also look to explore the wide range of content channels made available by new media.
Are digital ads going to overtake Tv in terms of dollars? I doubt it and shame on brands and marketers that are falling into the trap of following sheep and doing what others are doing because it’s a waste of money.