I don't know about you, but as a kid, I didn't dream of becoming a media planner. I wanted to be a singer or a TV personality. Unfortunately, you must be able to sing to be a singer, and you need a TV face to become a TV personality. Without either of these assets, it soon became clear that I needed to synchronize my dreams with reality.
As content accounts for more of marketers' budgets, finding direct paths to target audiences becomes increasingly important. AOL Insights analyzed over 7,300 moments when a person engaged with specific content and uncovered new findings that can help marketers better develop content.
Wix.com's Big Game commercial got positive reviews Sunday night, but the website-design company also benefited greatly from the dramatic, late-game developments of the New England-Seattle contest, according to 4C's data.
Tiffany & Co. made headlines this weekend with a preview of its new campaign, featuring seven real-life couples who've all popped the question—including a same-sex couple. The real-life gay couple, a handsome New York City pair, are part of a push from the brand to show diverse love stories, a spokeswoman for the company explained to Elle. "Nowadays, the road to marriage is no longer linear, and true love can happen more than once with love stories coming in a variety of forms," said the spokeswoman. "The Tiffany engagement ring is the first sentence of the story that a couple will write together as they create a life that is deeply intimate and exceptional, which is the message we hope to convey through this campaign."
Facebook is giving video views more weight in its News Feed algorithm, which determines what users see from brands and friends on the social network. The greater emphasis on video comes as more advertisers play with the format.
Is online video engagement really as good as people claim it is? No doubt, online video viewership is soaring. Total views rose 38 percent year-over-year in 2Q, according to FreeWheel, an online video solutions provider. And with more than 20 percent of TV ads going unseen, it’s easy to understand why advertisers are also clamoring for online video content—so much so that prices for some online video are approaching the rates paid for TV ads. But as with online display ads, expectations for online video are growing. Advertisers want proof that the ads they pay for are actually viewed, and are moving past completion and click-through rates to other engagement metrics like exposure time. Given what we know about TV ad skipping, could a focus on video ad avoidance be next?
Asking consumers to like an ad or post on Facebook—common practice among marketers for years—has, let’s face it, become about as popular as Friendster.
The more screens you have, the more likely you are to engage in media multitasking. To find out what all that means for programmers and advertisers, the Time Warner Medialab conducted a series of studies of multitasking behaviors. On the one hand, advertisers will have to work harder to get and keep people's attention as they flit from screen to screen, the studies suggested.
MLB Advanced Media is a quietly powerful force in digital media. Like, really powerful. With some projecting revenue of $500 million in 2012 and clients like NCAA March Madness and even Glen Beck's online venture GBTV, Advanced Media's technology is the gold standard for live Internet broadcasting.
As the confusing digital advertising landscape changes with each new day, Moat, a brand intelligence and analytics company, is trying to bring some clarity to move past the basic click metrics.