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The Future of Advertising Will Be Integrated

The Future of Advertising Will Be Integrated
Editor’s Note: This is a guest post by Mark Suster (@msuster) a VC at GRP Partners. He blogs at BothSidesoftheTable. Banner Ads. They first started in 1994 and are therefore almost as old as the Web itself. They were very effective back then, with the original ad garnering a 78% click-through rate (CTR)! Nowadays banner ads get on average 0.2% CTR meaning for every 1,000 ads that are served up only 2 people click on them. Holy Shiitake! Despite its creation more than 15 years ago, banner ads have been surprisingly resilient despite their lack of efficacy. The fundamental problem with banner ads is a condition called “banner blindness” meaning that our eyes are really quickly trained to look at what is most relevant on the page – the content we want to see. I’m sure it probably resonants with how most of you read the web. So I’ve spent the last few years checking out companies that are trying to solve for this problem. You’ll see a clear problem here. Integrated Advertising In Image Ads Related:  Advertising

How 3 Companies Took Content Marketing to the Next Level Shane Snow is a Mashable contributor and cofounder of, an “agile publishing” platform for brands and professional bloggers. It goes by many names: branded content, custom publishing, content marketing. Cheap and ubiquitous web technology has become fuel for a rising trend of businesses becoming publishers and brands becoming media companies. Through content creation, brands can engage directly with an audience rather than relying on intermediary media channels. If you publish and spread great content, customers will come to you. According to the Content Marketing Institute, an organization that provides research and education on content marketing, “93% of marketing professionals create, or plan to create content marketing as part of their overall programs in the next year.” Blogging, tweeting and posting not only generate brand awareness and buzz, they also build links, which are like gold to Google’s ranking algorithm. 1. 2. Hubspot has over 4,000 customers. 3.

Press Release: Millennials Prime Targets For Ads Sent Via Text Messages Press Release New York, New York, March 14, 2011 - Millennials with mobile phones look at texted ads and respond to ads via text far more than do other cell phone owners, followed by GenXers, according to the latest data from GfK MRI. Baby Boomers, meanwhile, trail the pack considerably with regard to these activities. Approximately 6.2% of adults with mobile phones looked at an ad sent with a text message in the last 30 days (some 12.5 million people), while 2.65% of adults with mobile phones used text messaging to respond to an ad or to make a purchase in the last 30 days (some 5.3 million people). Millennials (born 1977 to 1994) are 57% more likely than the average cell phone owner to have looked at a texted ad. GenXers (born 1965 to 1976), on the other hand, are only 19% more likely than the average cell phone owner to have looked at a texted ad, and they are just 6% more likely to have responded to an ad or to have made a purchase via text messaging. About GfK MRI

Online Ad Revenue Continues to Rise Internet advertising revenue continues to rise, according to a report released Wednesday by the Interactive Advertising Bureau and PricewaterhouseCoopers. Advertising revenue for the full year reached a record high of $26 billion, a 15 percent increase over 2009. Revenue for the fourth quarter increased 16 percent to $7.45 billion from the same period last year and was the fifth consecutive quarter exhibiting growth. “We are probably out of the woods when it comes to the impact of the great recession,” said Sherrill Mane, the senior vice president of industry services at the IAB. Despite a slight decrease in overall revenue share, search advertising was still the most popular ad format with $12 billion ad dollars spent in 2010, representing nearly half of the overall ad revenue. For the first time, the report estimated the revenue for mobile advertising — including search and display ads delivered through tablets and smart phones — at between $550 million and $650 million.

4 Ways Behavioral Targeting Is Changing the Web The Digital Marketing Series is supported by HubSpot, which offers inbound marketing software that helps small and medium sized businesses get found on the Internet by the right prospects and converts more of them into leads and customers. Learn more. We’ve already seen signs of it — targeted ads on Facebook, suggested people to follow on Twitter, even Google Instant seems to know what you’re thinking — but how is behavioral targeting changing the Internet at large? Here’s how behavioral targeting works: Targeting companies establish an agreement with a publisher, who puts a piece of code on his website. Now that your browser has a cookie, the targeting begins. All of the data that has been collected by targeters has huge implications for the Internet of the future. 1. You know how Amazon suggests items that might interest you, based on the items you’ve perused? “Amazon does a fantastic job at making the Amazon experience reliable for the consumer. 2. 3. 4. What’s Next?

Influential Marketing Blog How advertising cookies let observers follow you across the web Back in December, documents revealed the NSA had been using Google's ad-tracking cookies to follow browsers across the web, effectively coopting ad networks into surveillance networks. A new paper from computer scientists at Princeton breaks down exactly how easy it is, even without the resources and access of the NSA. The researchers were able to reconstuct as much as 90% of a user's web activity just from monitoring traffic to ad-trackers like Google's DoubleClick. Tor was the only tool that escaped the researchers' dragnet As it turns out, trackers are displaying a surprising amount of information in public. The result is, for a given pageview, it's surprisingly easy to trace back to a person's name and the other pages they've visited.

14% Of Groupon/LivingSocial Subscribers Respond To Push Notifications As I’m writing this the perky blue box on my iPhone has lit up with a “Groupon: 64% off Papa John’s pizza” message, in the same format as I receive texts from friends — This is why these things are so manipulative, it’s almost like your BFF has texted you to go grab discounted pizza, which is comforting and unsettling at the same time. According to comScore’s State of Retail webinar, these notifications seem to be working — While 5% /6% (Groupon/LivingSocial) of users surveyed said that they open their respective apps to actively search for offers, 14% said that they engaged with the app, i.e. viewed the deal, searched for deals or purchased offers after seeing a push notification. That’s double the engagement with minimal development effort. As 31% of 234 million U.S. mobile subscribers now own a smartphone (72 million), the reach of these notifications via app is potentially 10 million people. No wonder there’s so many of these things.

Results Powered by Connections The World's 23 Best Commercials of 2014-2015 | Adweek Now that the 2015 Cannes Lions festival is over, we're going to spend a few days recapping some of the winners. We'll start with everyone's favorite—the Film and Film Craft winners. Check out all 23 spots below, and tell us your favorite. • Client: Leica Gallery São Paulo "100" Entrant: F/Nazca Saatchi & Saatchi São Paulo Production Company: Stink Sao Paulo Grand Prix in Film, two gold Lions in Film Craft • Client: John Lewis "Monty's Christmas" Entrant: adam&eveDDB London Production Company: Blink Productions London Grand Prix and gold Lion in Film Craft • Client: Geico "Unskippable: Family Long Form 01" Entrant: The Martin Agency, Richmond, Va. • Client: Atlantic Group "37 Days" Entrant: Leo Burnett France Paris Production Company: Quad Productions Clichy/La Cavalerie Montreal 2 Gold Lions in Film Craft • Client: Unilever/Magnum "Proudly Seeking Pleasure" Entrant: Lola Lowe & Partners Madrid Production Company: Propaganda Producciones Madrid Gold Lion in Film • Client: Beats by Dr.

Why Facebook's New Questions Tool Is Good for Brands & Businesses Brands and businesses are looking for ways to leverage Facebook's recently unveiled Questions tool in ways that differ from what they're already doing on Q&A sites such as Quora, Yahoo Answers and LocalMind. The feature, which Facebook rolled out to all users March 24, functions as a recommendation engine. It also presents a major opportunity for businesses to conduct market research and crowdsource in a far more elegant way than was previously possible, according to Ben Grossman, communication strategist for marketing agency Oxford Communications. "We know from Nielsen that recommendations from friends and family and the opinions of online strangers are the top two most trusted forms of advertising," Grossman told Mashable. "Facebook Questions offers the perfect opportunity for brands to tap into exactly that." Brands, businesses, groups and organizations can then use Questions in several ways. "The best part about this is that it’s in a trusting, social and real-time setting," he said.

Small Business Search Marketing by Matt McGee | SEO Tips & Help for Small Businesses Top 5 YouTube Marketing Mistakes Small Businesses Make This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business. The path to YouTube marketing success can be littered with potholes that budget- and time-strapped small businesses can't afford to fall in to. We've spoken to three top experts in the video marketing arena to get professional advice about the common mistakes that small companies make on the video-sharing platform so that you can avoid making those same errors. For your viewing pleasure and enlightenment, we've also included a few successful YouTube videos that were produced by small businesses. 1. Having Unrealistic Expectations Some businesses mistakenly believe that they just need to upload a video to YouTube and wait for viewers to watch by the millions. You need to manage expectations when it comes to the success of your YouTube content. 2. 3. YouTube is new media, it's social, it's about engagement. 4. 5.

Make Any Content on the Web Embeddable With Embedly The Spark of Genius Series highlights a unique feature of startups and is made possible by Microsoft BizSpark. If you would like to have your startup considered for inclusion, please see the details here. Name: Embedly Quick Pitch: Embedly is a platform for converting URLs into embeddable content. Genius Idea: Embedding all the media on the web. When traversing the web, most site visitors will stay on a page 250% longer when there's embedded media, Sean Creeley tells me. Creeley is the founder of Y Combinator startup Embedly; Embedly's mission is to make it painstakingly easy for publishers and application developers to add that embedded media and better engage their web users. "The idea is to engage the user where they are," says Creeley. Embedly can make a call to any web URL or RSS feed, grab the associated media — photos, videos, audio and text — and embed it on a third-party site. Look for the startup to push into the mobile frontier first. Series Supported by Microsoft BizSpark