This is how display advertising will be like in 2015 – Google

Google envisions how and what display advertising will be like in 2015.

  • 50 percent of ad campaigns will include video ads bought on a cost-per-view basis (that means that the user will choose whether to watch the ad or not, and the advertiser will only pay if the user watches). That’s up from very little today.
  • Today, advertisers are starting to deliver ads that are tailored to particular audiences. Many are using real-time bidding technology, so that they can bid on the ad space that they think is most valuable. In 2015, 50 percent of these ads will be bought using this real-time technology.
  • With smartphone growth skyrocketing, mobile is going be the number one screen through which users engage with advertisers’ digital brands.
  • Today, the “click” is the most important way that advertisers measure their display ad campaigns, but it’s not always the best measure—especially if an ad campaign is designed to boost things like brand awareness or recall. With new measurement technologies emerging, in five years, there will be five metrics that advertisers commonly regard as more important than the click.
  • Just like most news articles on the web today can be commented on, shared, discussed, subscribed to and recommended, in 2015, 75 percent of ads on the web will be “social” in nature—across dozens of formats, sites and social communities.
  • Rich media formats work. They enable great creativity and interaction between users and advertisers, but today they only represent about 6 percent of total display ad impressions. That will increase to 50 percent, for brand-building ad campaigns.
  • All the investments that are making display advertising smarter and sexier will help publishers increase their revenues. Display advertising is going to grow to a $50 billion industry in five years.

They also talk about 4 new technologies which they believe will help revolutionise display advertising. One of them, TrueView, is quite similar to what Fairfax Australia have already implemented… and with great results as well.


Few Americans are consuming digital media

Connected devices are still having trouble finding a mass audience, a new report from market-research firm The NPD Group has found

Read Full Article Here

How to Survive Media’s Perfect Storm!

An article from Mediaweek UK.  written by a couple fo corporate recovery specialists.  The article outlines the actions that media companies need to undertake to survive fragmentation and falling ad revenues.


1) Make sure your operational and financial performance measures are properly aligned and timely so the right operational levers can be quickly pulled if financial performance dips. Crucially, ensure everybody in the business understands how the company makes a profit.

2) Stress-test your short, medium and long-term financial forecasts against adverse scenarios such as a double-dip recession or fluctuations in borrowing rates. Establish where the risks lie, develop an action plan to minimise the risk of them happening and devise a contingency plan to deal with uncontrollable risks.

3) Cash is king: get to grips quickly with anticipated periods of short-term cash flow. Build a 13-week cashflow forecast (daily if possible for the first four weeks) supported by an action plan to increase cash reserves.

4) Understand how new projects or large sales opportunities will affect your cash flow – ensure they do not jeopardise the viability of the business as a whole.

5) Analyse income streams to establish the real drivers of revenues. Digital delivery, combined with interactive navigation, means that audience habits can increasingly be measured and tracked in real-time. If you cannot offer this service, you will be marginalised when your customers start demanding it.


6) It is imperative to manage your cost-base in line with lower revenues while meeting customers’ changing demands. For example, moving to user-generated content with strong editorial control.

7) Streamline manufacturing and supply/delivery chains; it is essential to run a tight ship on your core operations.


8.) Focus on your business’s core strength in relation to today’s value chain. Play Devil’s advocate by asking yourself: “What could a reduction in the number of players in my supply chain do to my business model and profitability?”

9) Know your customers: how they interact with content and their expectations of quality, delivery channels and price-points may all change.

10) Work out how the shift in emphasis from content and copyright ownership to distribution capabilities affects your business.

Finally, and perhaps most importantly, understand which business lines and which customers (or customer groups) are the most profitable.

Developing a clean financial and operational baseline – the unbiased ‘single truth’ of what kind of a business you have right now – can often be the single most revealing piece of analysis a business can undertake.

Giving timely, robust and insightful information to a good management team is often the first step in making the decision that is most right for your business.

Fraser Parker & Paul Gilbert are senior directors in the performance improvement practice of Alvarez & Marsal, the global professional services and corporate turnaround firm

Full Article here

TVC confusion

Research out of the U.S states that a good proportion of consumers find TVC’s confusing.

This spans across the all ages with 18-34’s having results not to disimilar to 45-54’s!

People in ad agencies are sensitive to the possibility that consumers will be annoyed by their handiwork. They may pay less heed to the peril that ads will leave the audience perplexed. As we see in an AdweekMedia/Harris Poll, significant numbers of viewers find TV commercials confusing at least some of the time.

Click on image for full article from Ad Week

Seattle’s Best Coffee ads deliver 139K users to brand’s mobile site

From Mobile Marketer on the success of Best Coffee’s mobile advertising campaign.

Starbucks-owned Seattle’s Best Coffee’s mobile advertising campaign to promote its new canned ice coffee drove 139,000 users to the brand’s mobile site.

Read the full article here

How to Make Money on the Ipad

Sure, it’s been mocked as a super-sized iPod or a laptop sans keyboard, but Apple’s forthcoming iPad is also a brand new tablet platform with a diverse audience and few rivals. That means that programmers, merchants, designers, and just about anybody with an existing business is probably asking themselves, Is there a way my business can make money on the iPad? Nobody knows for sure—but if you dive in right away with a fresh idea, the launch of the iPad could be lucrative for you.

Read Full Article Here

Kate Moss in 3D – Shot for “Another Magazine”

3D seems to be the ‘in’ thing nowadays… so continuing with that trend is some pretty impressive (perhaps an understatement) work from Another Magazine; KM3D-1.

“Created by AnOther Magazine with artist and filmmaker Baillie Walsh, KM3D-1 stars Kate Moss. The work continues Moss and Walsh’s journey into experimental, multi-dimensional image-making, first seen in their legendary holographic film for Alexander McQueen’s autumn/winter 2006 show.

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Eric Schmidt: “Negotiating doesn’t work with the Chinese”

Google’s CEO speaks to Businessweek. Here are some of the bits that I found interesting (for different reasons, of course):

And the phenomenon of Zynga, what does that say to you?
People are willing to spend an awful lot of money on fake animals.

Given the app gap, how does Android compete with the iPhone?
The iPhone established a whole new category, but…the Apple model is closed. Same hardware, same applications, same store—a so-called vertical stack. All the other vendors want an alternative, and Apple is not going to give it to them. Along comes this Android operating system, which is a complete turnkey solution with similar capabilities. Most important, we make the software available for free. So all of a sudden, Android becomes very popular with companies like Motorola (MOT) and LG. We now have more than 200,000 of these phones being turned on every day—in 59 countries. We think Android will end up being one of the small number of very successful mobile devices.

Where is the world of apps going?
The Google (GOOG) model is called open-Web applications. There’s another model Apple is pushing, which are these iPad applications. The iPad apps are beautiful but highly restrictive. They’re written in a specific programming language; they’re not Web applications. Over the next few years it should be possible using so-called open technologies to build apps as powerful as those on the iPad but do them on the Web, which means they’ll run everywhere.

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RIM announces “Blackberry Playbook”

RIM’s response to the tablet wars… the “Playbook”.

It loves Flash and HTML5, is fully compatible with BB’s Enterprise Servers out of the box, and is expected to hit the US market early in 2011, followed on by international markets in Q2 2011.

Key features and specifications of the BlackBerry PlayBook include:

  • 7” LCD, 1024 x 600, WSVGA, capacitive touch screen with full multi-touch and gesture support
  • BlackBerry Tablet OS with support for symmetric multiprocessing
  • 1 GHz dual-core processor
  • 1 GB RAM
  • Dual HD cameras (3 MP front facing, 5 MP rear facing), supports 1080p HD video recording
  • Video playback: 1080p HD Video, H.264, MPEG, DivX, WMV
  • Audio playback: MP3, AAC, WMA
  • HDMI video output
  • Wi-Fi – 802.11 a/b/g/n
  • Bluetooth 2.1 + EDR
  • Connectors: microHDMI, microUSB, charging contacts
  • Open, flexible application platform with support for WebKit/HTML-5, Adobe Flash Player 10.1, Adobe Mobile AIR, Adobe Reader, POSIX, OpenGL, Java
  • Ultra thin and portable:
    • Measures 5.1”x7.6”x0.4” (130mm x 193mm x 10mm)
    • Weighs less than a pound (approximately 0.9 lb or 400g)
  • Additional features and specifications of the BlackBerry PlayBook will be shared on or before the date this product is launched in retail outlets.
  • RIM intends to also offer 3G and 4G models in the future.

For more pretty pictures, click here.

IPad vs. Newspaper, Fly-Swatting Edition

From the New York Times Bits Blog

Newsday, a newspaper which covers Long Island and New York City in the US has just put together the following advertisement for their new I-pad application.

Note – the original video has been removed with a note on the new video stating that apparently Apple complained about the shattered glass. You’ll see what I mean in a moment.

On a more serious note, the application takes a hyperlocal approach to content by allowing the user to get news based on their ZIP code including hyperlocal news, local and high school sports scores and the ability to view local traffic cams.

For the full article, click here.

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