Priceline is the travel industry’s largest digital advertiser. It’s built its company using TV and digital advertising, but the majority has been on digital. In 2017, it’s expected to spend $4.3 billion dollars on digital, according to Skift, an industry website that tracks spending within the travel category. The vast majority of digital spend (estimated … Continue reading Priceline spends $4.3 billion on digital ads each year. It’s shifting to TV for the future.
You can’t just set up a Facebook page and wait for it to attract customers. It takes an active, and consistent, approach to work. Here are 10 strategies for success: Define your goals Define your target market Decide how much you want to spend Create your Facebook ads Optimize your ads and placement Use strong … Continue reading 10 Steps to Creating Effective Social Media Ads
eMarketer’s tracking of digital ad spend shows continued spending growth. They predict 2017 will see an increase of 15.8% in the retail sector -the largest spending category. They predict double digit growth in retail online ad spend through the next 3 years. Digital video, per eMarketer, will account for 31% of retail display ad spent … Continue reading Retail digital ad spend continues to grow, but TV dwarfs other media
YouTube TV is rolling out across the country, starting in select markets, which will feature a so-called “skinny bundle” of TV channels, including local channels. It is designed to compete – at a much lower price point – against cable and satellite packages in this era of “cutting the cord.” The YouTube TV service will … Continue reading Where does Google go when it wants to roll out a new product? Television.
It’s been a long time coming. Television and radio stations have had to live up to often onerous regulations on political advertising. From requiring identification on funding, how large and prominent certain disclosures are, and maintaining online political files showing who bought what, where it ran, and how much they paid. In some cases, long … Continue reading Online Ad Campaign Bill would require more disclosures for digital ads
Maybe you saw the headline: Facebook claims it reaches more people in the U.S. than actually live in the U.S. It’s pretty startling when you realize, according to a report from the Video Advertising Bureau, that Facebook claims to reach 39 million U.S. adults age 18-24… when there are only 31 million that live here … Continue reading A Closer Look: Facebook over-estimates reach by dramatic numbers
My first book - "Weapons of Mass Distinction" - has been re-released and is available as a free download on Amazon. Get it here.
Trying to accurately measure audience against a plethora of cable, satellite, over-the-top, mobile, tablets, Roku, AppleTV, and on and on is no doubt a difficult task. To date, it hasn’t happened. Everyone in the research sphere will tell you they can estimate based on algorithms and assumptions – but nobody has it figured out. Recently, … Continue reading Do you trust audience measurement data?
Global marketing company Omnicom handles ad services for more than 5,000 clients in over 100 countries. They are a big deal in ad circles. So, when they talk, people do listen. Here’s what they’re saying: 66% of TV and Video on content consumed by Millennials and Gen Xers is not being captured by current media … Continue reading Study: Media Measurement missing 66% of all video consumption
Just how prevalent is social media for small businesses? It’s fair to say it’s nearly universal. Nearly 87% of small business owners say they use Facebook for marketing, according to a new survey from G2 Crowd via eMarketer. So, how’s it going for them? There are mixed results here. 38% said it was the most … Continue reading Just how prevalent is social media for small businesses?
Bad ads aren’t just hurting your brand. They’re hurting your sales. 60% of adults in the U.S. says they have stopped buying from a brand because they didn’t like its ad campaign, according to new poll from Civic Science. A great ad can bring new business and reinforce your brand with loyal customers. A bad … Continue reading Bad ads can destroy brand credibility – and cost you money
CEO Mark Zuckerberg laid out his plan to protect the integrity of US election. He says he wants to make sure “Facebook is a force for good in democracy.” “I don’t want anyone to use our tools to undermine (our) democracy,” Zuckerberg said in a video address. In order to do that, he said, Facebook … Continue reading Facebook vows to fight back against foreign interference in US elections
Apparently the entire digital advertising community is up in arms because Apple is baking anti-tracking into its Safari browser. Marketers will only be able to track your online behavior for 24 hours before it restarts in the upcoming release. So no more “visit a shoe website once and gets ads for shoes for the next … Continue reading Ad industry revolts against Apple’s browser blocking ad tracking
When ads target you on-line from where you’ve gone in the real world If clicking on a website once and having its ads stalk you wherever you go on-line wasn’t enough, now there’s real world targeting. Go to a physical store and they’ll re-target you online. Now Facebook appears to be getting in the game. … Continue reading Facebook: Tracking your in-store visits and serving ads?
Amazon has gotten a lot of attention lately for its move into the advertising sales space, but another online retailer is making moves as well. Wal-Mart is now in the advertising business. Both companies have a dizzying array of consumer information in their databases to target consumers. Wal-Mart is positioned to offer display, native ad, … Continue reading Dominating Digital Ad Revenue: Google, Facebook, Amazon, and … ?
The NBA voted it in and now 9 NBA teams will have advertising in their journeys. Here are the teams and advertisers. https://youtu.be/d82oucpHpNI
Google recently announced its going to penalize websites that have poor ad experiences in its upcoming update to the Chrome browser. Starting next year, Chrome will block sites with “annoying ads” in search results. If you think because you’re a name brand publisher, you’ll be exempt, think again. Google has analyzed 100,000 sites so far … Continue reading How to check if your website violates new Google Chrome “Annoying Ads” filter
I’ve written a lot about Programmatic Advertising over the past four years because of the rise in usage among media buyers. While recognizing the efficiency, I’ve also cautioned against eliminating the direct buy of premium websites from name publishers. There’s no arguing that more people are using programmatic – machine-driven – advertising to place their … Continue reading Programmatic ad buying continues to rise, but is it really an efficient way to buy advertising?
We’ve heard so much about “Programmatic Ad Buying” in the past two years, it’s almost become a joke around our place. Everybody tells us it’s coming and we’d better be ready. If you’ve ever bought a self-serve Google ad or a Facebook ad, that’s really the kind of thing we talk about when talk programmatic … Continue reading If Programmatic Ad Buying is the future, why are advertisers not buying it?
Guest Post: Lara Davis Your brand is the core of your marketing, the central theme around your products and services. Your brand is not your Logo or your Company Name, unless of course you are Apple or Google. For people to come and hire you, or buy from you, your brand needs to be crystal … Continue reading Branding when your name isn’t Apple or Google
The world’s largest advertiser – Procter & Gamble- has been vocal about concerns over where its online ads are running and who’s clicking on them made a startling announcement at the end of July. After spending a third of its ad budget last year online – and watching sales diminish 8% - the company announced … Continue reading World’s largest advertiser cuts $140m in digital ads and grows sales
Blatant-plug-alert! I'm the publisher and editor of another website, Digital Vault, which I'd love for you to check out. The site focus on the intersection of digital, media, and marketing. We now have more than 100 advertising, marketing, and digital evangelists writing and contributing to the site and the growth has been nothing short of … Continue reading Great read: Digital Vault highlights the intersection of Digital + Media + Marketing
Publishers that have tried out Facebook’s Instant Articles have been pleased with the speed in which pages load, but not necessarily pleased about the economics. By keeping readers within Facebook’s walled garden, publishers didn’t see the activity translate directly to page views – and exposure to the accompanying ads. Ad space on Instant Articles have … Continue reading Facebook discussing metered paywalls for publishers on platform
GUEST POST: Adrian Posner, Posner Marketing A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing results-oriented ad copy is difficult. There is no magic formula to write perfect ad copy. So how is any writer supposed to pen a piece of advertising copy that sizzles and sells? Know the Basics Grabs … Continue reading Ad Copy that sizzles and sells
Television stations must disclose to the public which politicians bought advertising on which station, how much they spent, and where the ads run. It’s available for anyone that wants to go the station’s section on the FCC website for all to see. Not so for the internet. Facebook, not known for its transparency when it … Continue reading Facebook refuses to release political advertising data
Google has taken another positive step in trying to help reign in the mess of annoying ads on website. Google will no longer permit placing pop-up or pop-under ads, the company declared in a blog post. They also won’t allow the use of any Google ads on sites that contain or trigger pop-unders. “We do … Continue reading Google says no to pop-up and pop-under ads
If you needed more proof on why you need to be a Multi-Platform Seller (MPS) to be successful in advertising today, look no further than Borell's Annual Survey of Local Advertisers. It's no longer traditional media or digital, it's a mix of both. 74% want a package that works. 74% buy digital and traditional together … Continue reading In today’s media world, you need to be a Multi-Platform Seller
The New Media Alliance represent almost 2,000 news organizations, primarily newspapers. This week, the organization starting asking Congress for some help in taking on the big internet companies. Call it a pre-emptive strike for collective bargaining with Google and Facebook. It’s no secret that Goo-book dominates digital advertising. In the third quarter of 2016, 99% … Continue reading News organizations ask Congress for authority to collectively bargain with Google, Facebook
Look for advertising on NBA uniforms this upcoming season. Eight teams have announced deals with brands. Some have showed off the look – it will be in the form of a “patch” on the upper right front of the uniform over the heart. Photos: NBA Here are the teams that have publicly announced deals … Continue reading Advertising coming to NBA uniforms this season
The rise in content marketing in advertising circles is staggering. From native ads to blog posts, articles, and videos, it’s re-framed how some businesses do marketing. The adoption of ad blockers and concern over where ads are placed has only accelerated the movement. It’s almost become a universal marketing tactic. 93% of business-to-business sellers use … Continue reading The case for content marketing
Did you even know that Google was scanning your Gmail messages and then targeted advertising to you based on the contents? They were. Now, Google says they won’t do it anymore. Well, kind of. They’ll still scan and use the info, but just not serve ads. Consumer Gmail content will not be used or scanned … Continue reading Gmail will no longer scan your email and target ads
Let me take you back a few years, then we’ll jump ahead to the digital advertising world we live in now. Several years ago, I was talking to the owner of a small business one day about what drove customers to their store. She told me it was simple: the phone book. I took the […]
Money talks. Most of the advertisers boycotting YouTube are back in the advertising tent, according to Digiday. MediaRadar said General Motors, Johnson & Johnson, AT&T, Verizon, and Walmart have ads running on YouTube right now. Major brands pulled their ads from YouTube after worries about brand security and where their ads will be shown. Google … Continue reading Is the advertiser boycott of YouTube over?
The Interactive Advertising Bureau advocated for an end to Flash video ads by July 2017. Instead, it wants advertisers to use HTML5. Google jumped into the fray by stopping accepting Flash ads as of April and announcing an end to grandfathered Flash ads this July. So, with two months to go, how’s it going? Not … Continue reading Despite a year warning, publishers and ad creators aren’t ready for Flash ad end dates
What percentage of average people in the U.S. watch video content on their TV set (versus other devices)? 250 advertising executives were asked that question. They said 25%. Umm. The number is actually 82%. Research Now did the study on behalf of the Video Advertising Bureau (VAB). They surveyed 250 ad executives (71% agency, 29% … Continue reading Disconnect between what ad agencies think and what real people do
We passed the tipping point in 2014. Since then, the use of mobile has exploded. If you’re still focusing on your desktop website first, you’re way behind. 71% of web traffic in the United States is mobile, according to ComScore. Mobile usage is larger than desktop in almost every country. Developing nations see an even … Continue reading It’s over: Mobile has won
I’ve written before about the problem with using “last-click attribution” as a key metric for deciding where and how to place your advertising. Who gets credit for driving customers? The last thing they visited. Many marketers are just counting the click and forgetting about all the other marketing it took to get that click. Why … Continue reading The AdWords Illusion: Forget the sales funnel
The Federal Trade Commission has finalized a settlement with Turn over its use of Supercookies (also called Zombie Cookies). The FTC has accused Turn of deception by tracking consumers for ads even after people tried to opt out. While not admitting any wrongdoing, the settlement will prohibit Turn from misrepresenting what it does in gathering … Continue reading FTC cracks down on Zombie Cookies that track your online behavior even after you opt-out
Before you can make a sale, you’ve got to get people in your store. Before you do that, they’ve got to know about you, what you offer, and what makes your business different. Imagine this: You’re a salesperson and you walk into a business for the first time to make a sale. You’re shown into … Continue reading If you want customers, you’ve got to invite them to buy
It’s the eternal questions for advertisers: What works? Just when you think you’ve figured it out, the world shifts again. One day you hear, it’s all about “snackable” content – short clips that can be viewed in less than a minute. The next day, it’s all about long-form video ads. What’s a marketer to do? … Continue reading Least Intrusive Video Ads with the Best Recall: Pre-Rolls
85% say give us ads. 75% say they would drastically reduce their online activities if they had to pay. In fact, Americans assigned a value of nearly $1,200 per year to the array of free, ad-supported services and content currently available to them on computers and mobile devices, according to a survey conducted by Zogby … Continue reading Would you rather pay for content or put up with advertising?
Snapchat is about to launch a self-service ad platform. Digiday reports the interface will allow you to do Snap ads. Snap ads are full-screen videos (vertical) that show up between stories. Previously, you had to buy these through a Snapchat ad partner that would manage the process. That left a lot of small businesses out … Continue reading Self-serve Snap Ads coming to Snapchat
The Wall Street Journal reports that Google is readying its own ad-blocker as part of its Chrome browser. Chrome is the undisputed most used browser in the world with a market share north of 41%. The ad blocker would be added to both mobile and desktop versions, per the report, and target what the company … Continue reading Is Google getting ready to launch its own ad blocker?
While we hear a constant drum beat that trust in the news media continues to drop, it’s not the same for advertising. In fact, more people think ads are more honest than they were three years ago, according to a YouGuv survey in March. Trust but verify Still, 64% of US adults think there should … Continue reading Who you trust more: Advertising or News Media?
For the first time, more dollars are being spent on internet advertising than on traditional television. That news comes from Zenith (a Publicis company) in taking a look at 2017 internet advertising dollars and projections. “Internet advertising has contributed all of the growth in global ad spend since the beginning of the decade, and has … Continue reading Internet advertising to surpass TV advertising, but…
Story worth reading by Jason Lynch in Ad Week. It details a Nielsen study done for CBS that looks at the best place to put ads for the best ROI. The short answer (beyond news and live sports) is sitcoms. Also worth noting this exchange. When advertisers talk about reaching Millennials, they typically talk about … Continue reading Where to get the best ROI for TV ads
Al Gore jokes aside, the man credited with creating the WWW in web addresses says we’ve got some big problems on-line that need to be addressed. He’s published a letter to the world, titled “Three challenges for the web, according to its inventor.” In the letter, Tim Berners-Lee, talks about three specific things that need … Continue reading Three challenges for the web, according to its inventor
Facebook is opening the door to video ads for publishers. In a blog post, Facebook announced it is opening up its video ad networks to place and monetize publisher websites. Eligible publishers can now make money from in-stream video ads on their own websites and apps through Audience Network, Facebook said via a blog post. … Continue reading You can now run ads in your Live Facebook videos
Consumers have bought more than 11 million internet-connected Vizio televisions since 2010. But according to a complaint filed by the FTC and the New Jersey Attorney General, consumers didn’t know that while they were watching their TVs, Vizio was watching them. The lawsuit challenges the company’s tracking practices and offers insights into how established consumer … Continue reading FTC smacks Vizio for tracking what you watch on TV and selling data without permission
The Media Research Council says 50% of an ad has to be showing and visible for at least one second to count as an impression. The Interactive Advertising Bureau is looking to update its viewable impression stat to say the ad must be visible on the page for at least one second. In other words, … Continue reading How long does a digital ad really need to be visible on screen to get counted as a one-second viewable impression?
First, some facts: Spending on advertising on social media in just the first half of 2016 topped $7 billion dollars, according to the Interactive Advertising Bureau (IAB) study done by PricewaterhouseCoopers. Spending continues to grow. eMarketer projects US 2016 social media ad spend at $15.36 billion for the year. Ad Age reports that marketers are … Continue reading Senior marketing execs: Virtually no proof social media ads are working
When Google announced expanding text ads in April allowing publishers more characters to use in text ads, it claimed it could lead to up to a 20% increase in CTR (click-through-rates) for advertisers. So how did it do? Expanded Text Ads have yet to clearly outperform older text ads, Merkle reports in its Q4 2016 … Continue reading Google ad changes hurt organic search
Standard Media Index (SMI) unveiled its review of online digital ad spend in 2016 and the numbers show some warning signs for publishers. After years of high double-digit growth in online ad sales, the market slipped into mid-single digits in 2016. By 4Q 2016, the number slipped into the low single digits, and in December, the … Continue reading Trouble in Paradise? Digital ad spending growth rates plummet
A test in Australia and Thailand this week may lead to more ads from the folks at Facebook. This time, they’re testing adding advertisements to its Messenger app. “This means that a business is able to place an ad in an area of Messenger below your recent conversations, similar to how we surface birthday notifications … Continue reading Facebook testing targeted ads in Messenger app
It seems we have basic trust issues with online information. Whether it’s the proliferation of fake news, bad or biased information online, or the ads we see, less than half of US internet users say they trust online ads. The exception to that would be search engine ads, which had a trust score of 61%, … Continue reading Which ads do people trust the most? Print & TV ads
Is advertising protected speech? And can internet companies use your personal information in advertising without your permission? These answer to these questions seems to be yes if you agree with the advertising trade associations that are asking the FCC to change its opt-in privacy rules for online service providers. The Association of National Advertisers, the … Continue reading Advertising groups say online “opt-in” rules violate First Amendment
I was honored to be included in the list of 16 "media influencers" as named in the 2017 monthly edition of Local Media Today, by the Local Media Association (an industry trade association of more than 2,400 newspaper, TV, radio, pure plays and other media partners). It's a pretty impressive group to be included in and I was … Continue reading Paul Dughi named as one of 16 “Media Influencers” by Local Media Today
U.S. advertising spend in digital advertising in the third quarter of 2016 alone was nearly $18 billion dollars. The latest IAB Internet Advertising Revenue Report shows the number at $17.6 billion. This marks the highest third quarter for digital advertising spending on record and a 20% increase over the same time period in 2015. It also accounts for … Continue reading US digital ad spend nearly $18B in 3Q 2016
TV TOP INFLUENCER FOR MILLENNIALS, TOO The Video Advertising Bureau (VAB) asked consumers a pivotal question for car dealers: What’s doing the best job at driving consumers to the point of purchase? The November study, done by Research Now, found that TV carries the greatest influence of all media throughout the consumer’s decision process—from discovery … Continue reading The best media to use to drive car buyers to actually buy
Facebook announced yet more problems with its own metrics. They call it a bug, but in light of the recent admission that video views were incorrectly reported for a two-year period, it’s one more confidence shaker for Facebook’s platform for the people spending money on FB. When people are spending $6 billion dollars a quarter … Continue reading Here we go again: Facebook estimates “bug” overstated unique reach by 55%
Facebook says it can’t effectively detect fake news or misinformation in its news feed, although it is working to improve it. But apparently Facebook can detect fake news or misinformation in its advertising feed. Because… it’s now banned fake news publishers from using its ad network. That means fake news now joins gambling, porn, adult … Continue reading Facebook bans fake news ads, but can the algorithm detect it?
Think of your brain as a giant hard drive. It can hold a lot of information, but it does have a limit. And, like a hard drive, the limit is reached frequently. So when new information comes in and there’s no room left, it often pushes out the other information and deletes it. That’s why … Continue reading The Nausea rule of advertising
Advertising lessons learned from working in the news business For several years, I worked as a strategic consultant and trainer at some of America’s top television stations, including those owned by Gannett Broadcasting, Hearst-Argyle, Post-Newsweek, Cox, Raycom Media, Journal Broadcasting, Freedom, and Fox. I have worked on projects for Entertainment Tonight, Hard Copy and Real … Continue reading Define your Weapon of Mass Distinction: Avoiding “We do it too” advertising
The FCC (Federal Communications Commission) voted to require broadband/internet providers to get “explicit consent” before sharing data with marketing companies. That means no more forcing people to “opt out” of obscure user agreements. In other words, if they want to share our data with advertising companies, they’ll need to ask us… and we’ll have to … Continue reading FCC on privacy – Internet Service Providers will no longer be able to share data without your explicit consent
YouTube, now 11 years old, has made a huge impact in bringing user-generated content to the masses. It has yet to make a profit. According to various reports, YouTube’s revenue was pegged at just north of $4 billion dollars in 2015. Sounds great until you put it up against the annual cost of running YouTube. … Continue reading A billion views a month, but YouTube still isn’t making money
Sure we know Snapchat is popular, especially with Millenials and Gen Z, but the app has quietly started attracting serious ad dollars. eMarketer pins this year’s ad revenues at Snapchat at $366 million with growth next year to $935m. That’s nothing to sneeze at. 95% of the ad dollars come from the US. “To engage … Continue reading Hey folks, Snapchat is a serious player in the advertising world
Let me take you back a few years, then we'll jump ahead to the digital advertising world we live in now. Several years ago, I was talking to the owner of a small business one day about what drove customers to their store. She told me it was simple: the phone book. I took the … Continue reading What really drove the sale? When metrics lie
Winning the game at search takes work. And money. And experience. Finding someone you can trust to help guide you to make the right decisions along the way is critical. Many businesses realize great results from a PPC (pay-per-click) search campaign... or suffer if they're either not playing the game or choose the wrong partners (or try … Continue reading Questions to ask before picking an agency to handle your PPC search campaigns
Accenture Strategy released a three year study from its database of $12 billion dollars in marketing expenditures. It tracked ad buys in 6 categories from 20 major national brands. It’s one of the most in-depth, real-life studies, of what happens to brands that shift dollars from television to digital, either in isolation or in combination. … Continue reading Analyzing $12 billion dollars of actual ad spend and tracking ROI shows surprising results