Marketers have always been taught to go where consumers are but what happens when consumers don’t want you to be part of their online experience? Continue reading “Preventing online ad fatigue”
Consumers are downloading Ad Block software in droves and more and more TV viewers are time shifting rather than sit through commercials yet the ad industry, with trade magazines like Adweek and Ad Age, still talk about the most buzzworthy spots as if that buzz is going to translate into sales. Continue reading “The ad industry is woefully out of touch”
In a pilot study examining how marketers feel about their agencies, Advertiser Perceptions, a unit of Perceptions Group, found that 58% of respondents said they plan to review their agencies in the next 12 months. I would have thought it would have been higher. Continue reading “Marketers unhappy with agencies”
According to Forrester native advertising is “any form of paid or sponsored content that directly and transparently contributes to the experience of the site or platform where it appears, by aligning with the format, context or purpose of that site or platform’s editorial content. “At the end of the day we’re all trying to make money,” said Jon Carmen, senior VP-operations at native ad-tech vendor Adiant. Mr. Carmen argued that publishers are operating in difficult economic conditions and content-based ads might help. But what about consumers, don’t they count ? Continue reading “Transparency a brand imperative (Native Advertising)”
Michael Spencer writes “Snapchat, Instagram, Twitter, and Facebook have all shown declines in usage. In almost all countries, time spent on the four leading social media apps, Facebook, Instagram, Snapchat and Twitter had fallen. We cannot be surprised if the same holds true for LinkedIn.” This, coupled with the news that up to 90% of online ad metrics could be caused by BOTS and the double digit increase in ad blockers means online marketing is in trouble.
Ad agencies get kickbacks and not passing the savings on to clients. What are the chances? The cluelessness of CMOs is going to come back and bite them in the ass. So far nobody has connected the dots. The CMOs have not taken the blame for this mess. But pretty soon CEOs are going to figure out who was asleep at the wheel according to Bob Hoffman. Continue reading “CMO’s on the hot seat”
An eight-month probe by a marketing trade group revealed that ad agencies in the U.S. are accepting rebates from media companies. The Association of National Advertisers found that media companies are using rebates to reward ad agencies for buying a certain amount of advertising time or space on behalf of their clients, the people said. The group found that the practice was widespread within the sample it studied. This comes at the same time that ad agencies are reporting record billings. Ooops! Continue reading “Ad Agencies caught while billing record dollars”
According to a recent study as much as 98% of online ad clicks are done by BOTS leaving some to question their effectiveness. However, does an online audience really need to “click” on an ad for it to be effective? The answer is no. Continue reading “Are clicks a good way to measure online ads?”