background preloader

Strategic Media Planning

Facebook Twitter

Onlinewerbung: Youtube will nervige 30-Sekunden-Spots stoppen - Youtube überarbeitet seine Werbeformate und will die bei Nutzern unbeliebten 30-sekündigen nicht überspringbaren Spots im kommenden Jahr abschaffen, wie das Magazin Campaign berichtet.

Onlinewerbung: Youtube will nervige 30-Sekunden-Spots stoppen -

Clips mit einer Länge von 20 Sekunden können auf Wunsch der Werbetreibenden auch weiterhin nicht vom Nutzer unterbrochen werden. Google strebe immer danach, Nutzern ein besseres Erlebnis zu bieten, schreibt das Unternehmen: "Als Teil dieser Anstrengungen haben wir entschieden, 30 Sekunden lange, nicht überspringbare Werbeanzeigen ab dem Jahr 2018 nicht mehr zu unterstützen und uns stattdessen auf Formate zu fokussieren, die sowohl für unsere Nutzer als auch für die Werbetreibenden funktionieren" sagte ein Google-Sprecher.

Angst vor Facebook? Branchenkenner vermuten, dass Google mit der neuen Strategie auch auf Facebook reagiert. "Wir wissen, dass Videos den Kern von Facebooks Roadmap bilden. P&G's Pritchard Calls for Digital to Grow Up, Clean Up. Procter & Gamble Co., the nation's and world's biggest advertiser, is laying down the law for digital media players and agencies in a five-point program that will take effect this year as outlined by Chief Brand Officer Marc Pritchard on Sunday evening at the Interactive Advertising Bureau's Annual Leadership Meeting in Hollywood, Fla.

P&G's Pritchard Calls for Digital to Grow Up, Clean Up

"The days of giving digital a pass are over," Mr. Pritchard said, urging the rest of the ad industry to follow P&G"s lead. Interpreting Research Bullshit. We poor oppressed advertising and marketing people are daily fed many flavors of bullshit.

Interpreting Research Bullshit

One of the least understood is research bullshit. Research, because it sports the veneer of science, is generally not subjected to the same degree of scrutiny as, say, media bullshit or creative bullshit. But, make no mistake, research bullshit is just as pervasive in our sorrowful world. Here at the headquarters of Ad Contrarian Labs, we like to feature some nice research bullshit every now and then just to stay on our toes and keep our readers on the lookout.

Yesterday I was reading a piece in the Research Brief From The Center For Media Research. Anyway, the story in question was a little convoluted so I'm not going to recap the whole thing (if you want to read it you can find it here.) "94% of consumers do research online before visiting a store""92% of consumers reported interactive content influences them to make a purchase" Now these are very impressive numbers. Will a Tweak to Chrome's Search Upend Proximity Marketing? Proximity marketing has huge potential but has yet to find its stride.

Will a Tweak to Chrome's Search Upend Proximity Marketing?

But that may be about to change, thanks to the world's most popular mobile browser. In the latest version of Chrome for iOS, Google is testing a feature that gives brick-and-mortar retailers a simple, inexpensive and direct connection to nearby shoppers' smartphones. Shoppers using this version of Chrome who tap into the search bar, which Google calls the "OmniBox," will discover content on the "Physical Web," an open source project to allow interaction with smart devices.

Diese Marken profitierten am meisten vom Super Bowl. P&G's Pritchard Calls for Digital to Grow Up, Clean Up. The Advertising Cold War: Five Things to Watch. Today it only takes 13 milliseconds for viewers to "blank" an ad.

The Advertising Cold War: Five Things to Watch

With viewers skipping ads any chance they get, and with ad-blocking technologies lurking around every corner, brands are challenged to find new ways to reach their target audiences. Cue the Cold War of Advertising. P&G legt Mediaagenturen die Daumenschrauben an. Google entmüllt: 1,7 Milliarden Anzeigen 2016 geblockt. Digital 1,7 Milliarden.

Google entmüllt: 1,7 Milliarden Anzeigen 2016 geblockt

Ad Reaction. Warum sich TV-Werbung auszahlt. Beacon Data Firm Freckle IoT Partners With Five DSPs. The ways that marketers can measure whether digital campaigns drove store visits are growing -- and getting more powerful.

Beacon Data Firm Freckle IoT Partners With Five DSPs

Freckle IoT, which gleans mobile device proximity information from beacon data providers and directly through app and publisher partners, has struck a deal with five big platforms for programmatic ad sales that will let marketers track whether ad exposure boosted store traffic. The platforms are Adelphic, AppNexus, MediaMath, The Trade Desk and TubeMogul.

Adelphic already lets ad clients use attribution measurement tags from other location data tracking firms including Placed, NinthDecimal, PlaceIQ, Factual and Foursquare, according to Adelphic CEO Michael Collins. Social Media Agency Of The Year Award For Not Doing Social Media. Six years ago, I wrote a good post (yeah, there've been a couple) called "Social Media's Massive Failure.

Social Media Agency Of The Year Award For Not Doing Social Media

" I was denounced as an idiot and a Luddite dinosaur. Of course I was and still am. Notwithstanding that, my post was correct. Three Costly Mobile Advertising Habits to Shake in 2017. Mobile advertising owes a lot to traditional and digital media: best practices for TV, radio and particularly desktop ads helped shape what it is today.

Three Costly Mobile Advertising Habits to Shake in 2017

But as more media consumption shifts to mobile, and as engagement remains elusive, it's time to take a critical look at these best practices and ask, "Are they working against mobile campaigns? " 1. Debunking the Myths of Programmatic Delivery. Programmatic.

Debunking the Myths of Programmatic Delivery

Automation. Private Marketplaces. Guaranteed Deals. These are the buzz words that made us all think that everything was simple, required few resources, and would make us not only a ton of money but -- more importantly -- more margin. We thought we could pull in stronger yield with leaner teams and less overhead. Let's talk through some of the assumptions that carried us into the growth of programmatic deal channels in 2015 and early 2016 -- and why they turned out to be not as true as we thought they were. Ad Fraud Scam Weeds Out Bots In Search Of Real Humans. In an ironic twist, a leading software provider released a report showing how criminals are weeding out bots so only real users see their ads.

Apparently, fraudsters, too, are worried about computers posing as humans. The report, released Tuesday by Malwarebytes, said users are clicking on camouflaged adverts while thinking they are clicking the "play" button of an adult video. Underneath the overlay image, however, is content ripped from websites like Pinterest about wedding planning or cooking. Bad actors then generate revenue from what looks like clean and trusted traffic. Brands, meanwhile, end up paying for ads that are never seen, but were clicked on by real users. "Fraudsters behind this operation are making money for each view and click," the report said. Why Ad Fraud Thrives. If you're like me, you probably wonder how ad fraud can be so pervasive and harmful while the ad industry -- with billions of dollars at stake -- sits on its fat ass and does nothing.

The aha! Moment came to me a while back when I came across and posted the chart below (which I've been using a lot lately.) It comes from the World Federation of Advertisers and if you think about it, it explains why the ad industry doesn't give a flying shit about online ad fraud. What this chart shows is that the flow of money within the advertising "ecosystem" (everything in grey) is exactly the same whether agencies are buying real traffic and real clicks or fraudulent traffic and fraudulent clicks. The fraud doesn't enter the money stream until we get to the green area, by which time everyone in the agency/adtech world has already cashed their checks and is halfway to the Hamptons.

Wie Big Data das Fernsehen verändert. Vor fast 49 Jahren, am 25. Wie Programmatic und Hirnforscher den Werbeträger Print aufwerten. Diese 7 Typen Fernsehwerbung wirken - garantiert. Wie Außenwerbung wirklich wirkt. Medien. SCREENFORCE - THE MAGIC OF TV - Events - Screenforce Day Archiv. Display Ad Horseshit. Here at The Ad Contrarian Worldwide Headquarters, we're in a never-ending battle with the forces of evil who are trying to get you to piss away your money on worthless, wasteful, creepy and abusive "interactive" advertising. Last week's post called "Tons Of Data And Not An Ounce Of Sense" established for all eternity that no one on planet Earth interacts with "interactive" advertising. As expected, the dimwits who know nothing about advertising have sent me lots of nonsense about how display ads shouldn't be measured by clicks, but by how effective they are at brand building and engagement and all kinds of other imaginary hogwash.

Apparently, these goobers believe this crap.It's time to put this bullshit to rest.The following data comes to us courtesy of Lumen, a research company in the UK that since January has been conducting what it calls "the world's first eye-tracking panel. " What they do is kinda technical but simple to understand. They have a panel of over 300 people. Trends & tips for reaching audiences in the multiplatform world in 2016 - GfK Insights Blog. Recently, a number of clients joined me for a webinar on five notable findings from 2015 taken from the series of reports GfK publishes under the umbrella of The Home Technology Monitor™ (HTM). You can access the webinar and download the infographic for more details, but keep reading for a quick review along with trends and tips for reaching audiences in 2016.

Five notable findings for 2015 with recommendations for 2016 Streaming isn’t hurting TV network brands, but it doesn’t appear to be helping much either. Despite some variance, TV networks taken as a whole tend to have similar brand metrics whether people view a network via streaming or view it only on “regular TV” (live, DVR, or VOD).

The only exception in our limited list of networks was a Sports network, where Streamers exhibited a much higher brand resonance than TV-Only viewers. Cord-cutting homes are growing more affluent, less ethnic – and require a bifurcated marketing approach. 4 ways to transform traditional TV viewing measurement - GfK Insights Blog. Our lifestyles are changing. We are Connected Consumers and our fast-paced lives have created a need for convenience and personalization. When it comes to entertainment, connectivity has converted viewers into “media multi-taskers”. It has driven an evolution in the way we consume TV. Yet according to the statistics, TV reach is declining in all major European markets, particularly among younger viewers.

Future-proofing TV audience measurement for the “connected” consumers - GfK Insights Blog. In 2015, GfK celebrated 50 years of Television Audience Measurement (TAM) in The Netherlands. Time to reflect how emphatically the media landscape and the TAM challenges have changed, all around the globe: Digitization has been driving the proliferation of different devices and ways of viewing TV content. “Connected” consumers shift from live TV to time-shifted and video-on-demand (VOD) viewing – sometimes simultaneously on more than one internet-ready screen. How and in what time do these trends impact TV consumption? How will we capture latest audience behavior in new dimensions to provide broadcasters and advertisers with the insight they need today and tomorrow? ARF reveals new findings on how advertising works. By Nigel Hollis | March 14, 2016 Over the past year, the Advertising Research Foundation and its industry partners have conducted an investigation of how advertising works today, combining meta-analysis and projects designed to investigate specific aspects of the topic.

Today we got to hear the results of analysis focused on the effectiveness of multi-channel campaigns. The results of the analysis were presented by Jasper Snyder, EVP Cross-Platform and Media, at the ARF. He reported conclusions drawn from a wide spread set of projects and analysis from companies like the Analytic Partners, IRI, TiVo, ComScore and, of course, Millward Brown. Many of the findings will be very familiar to Millward Brown clients, particularly the ones who use our CrossMedia solutions, but the ability to step outside a specific category to look at industry level patterns is a welcome addition to our understanding of how advertising works. My 3¢ Worth. Grocery Brands Flock to Purchase-Based Advertising. From toothpaste brands to lipstick makers, marketers of consumer packaged goods are jumping at the chance to target consumers based on what they've bought before. It's historically been a challenge for CPG marketers to know exactly who their customers are, and thus difficult to aim ads at them.

The Dirty Little Secret of Marketing Tech. What Clients Should Know About the ANA's Media Report. Marketers, It's Time to Rebalance Your Media Scale. Turner Reveals What Marketers Don't Know About Millennials. L'Oreal and Google Find TV-Style Ad Holds Viewers Longer. Google's Ad Boss on Ad Blocking, AMP and Enhanced Campaigns. Studie: Werbung wirkt in Printmedien am stärksten - Media-Analyse - › Etat. Huge Video Ad Fraud Uncovered. Russian Hackers Stole Millions From Video Advertisers, Ad Fraud Company Says.

Welcome to the Archive - AdAge. Micro, Not Macro: Rethinking Influencer Marketing. Ad Fraud's Going to Take Us For a Wild Ride in 2017. Top Neuromarketing Trends to Watch in 2017. Another Scandal In Ad Land. From Buyers to Sellers: Chasing TV's Long Revenue Tail - AdAge. Meet Ms. Robot, My New Media Planner. What 20 years of media evolution means for brands. What You Need to Know About the World's Largest Advertisers. The Danger In Storytelling. Your Guide to the Future of TV. Neuromarketing Exits 'Hype Cycle,' Begins to Shape TV Ads. Digital’s brand anniversary: What we can learn from the first online brand-building studies. Digital Ad Fraud: We Need an Intervention, Not a Committee. Better With Age: Overcoming Our Obsession With Youth. Gaining Influence by Ceding Control. Why Marvel's 'Doctor Strange' Uses a Chinese Smartphone. Thank Goodness For Ad Blockers? - AdAge.

Soziales Netzwerk: Facebooks erste groß angelegte Werbekampagne. Pulling Insights Out of a Cross-Device World. Five Questions About GM's New In-Car Marketing System. From Blocking to Liking: The Future of Ads. Have 3.5 Hours to Kill? See This Laphroaig Whisky Filibuster. Video: Twitter verkündet Aus für Vine-App. Readers Listen When The Financial Times Asks Them to See Ads.

Gen X Today – Viacom International Insights. BMW Films – The Escape. Facebook Live's First Ad Campaign Shines Light on Its Users. Is a technology war the only fix to ad blocking? ANA CEO: 'Marketers Must Take Their Industry Back' Neue IAB-App stellt mobile Werbeformen vor - Werbung - › Etat. Die 10 besten Soundlogos der Markenwelt. Hugo E. Martin's Blog : Mediennutzungsverhalten in der DACH Region. The Devaluation Of Creativity. Adage. P&G, GM and Facebook Agree: Big Is Beautiful. Six Broken (or Almost Broken) Ad-Tech Promises. Adage. Glotzen, Hören, Quatschen - und das am besten parallel. Aktuelle Studie - AGOF. Check Out These Highlights From ComScore's Mobile App Report. Marketers Need Identity Graphs. TV dominiert Bewegtbild – aber nur bei Ü30. Instagram Stories Keep Web Celebs from Leaving for Snapchat. Wie die Werbeform Influencer-Marketing ruiniert wird. Why Facebook Live Doesn't Make Sense for Advertisers. Why You Need Branded Content Benchmarks.

The Most Important TV Shows This Season for Advertisers. More Advertisers Say They Are Buying Into Podcasts. Adage. IFA 2016: TV bleibt weiter vor mobilen Geräten beim TV-Konsum. IAB Tech Lab Issues Guidelines for Podcast Advertising. Just What Is the 'Agency of the Future?' REPORT: Netflix Saves Children from 150 Hours of Commercials a Year. Facebook Tells Advertisers to Pick Up the Pace With Fast Ads. Studie: 40 Prozent brauchen fürs Bewegtbild keine Glotze mehr.

Here's How 6 Brands Are Using Instagram's New Zoom Feature. Google Injects Machine Learning Into Analytics. Multi-Screen-Werbung erhöht Werbeerinnerung. Kampagnen-Strategie: So nutzt Mercedes-Benz Instagram Stories. Why Too Much Personalization Can Be a Problem for Brands. Why Creative Teams Need to Make 'Sweet Love' with Data.