As platforms increasingly blur the line between browsing and buying, the holiday marketing funnel is growing more condensed.
Articles, thought leadership, best practices, and advertising industry analysis from the Basis team.
As platforms increasingly blur the line between browsing and buying, the holiday marketing funnel is growing more condensed.
With declining print sales and the pressure to monetize digital, many newspaper websites have considered putting their content behind a paid or metered wall. A common theme is to bridge the gap between the two revenue streams. The potential of additional revenue via a paid subscription also comes with challenges; most notably a decline in advertising dollars. When a publisher places content behind a paywall, they risk losing readership, leading to less page views, and that means less ad space to be sold. Should online publishers take the plunge? For some online publishers, yes, but it might not the best route for everyone.
While digital place-based (DPB) media reaches on-the-go consumers throughout their day, the inability for consumers to directly engage with DPB screens leaves more to be desired from this medium. However, technological advances are giving DPB a significant role in cross-platform digital programs. Using push and pull messaging technologies via consumer mobile devices, the following methods drive engagement by putting DPB-initiated ads right into consumer’s hands.
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Two years before the iPhone and five years before any of us had a tablet, Shop.org coined the term Cyber Monday to describe the Monday after Thanksgiving as the online side of the Black Friday retail shopping surge. A 2005 press release explained that consumers were expected to head online in droves on Cyber Monday during work hours (where many had stable Internet connections) to take advantage of sales and holiday specials. That year, consumers spent north of $484 million in e-commerce on Cyber Monday.
Sabbaticals are Centro’s adult version of those holiday breaks! On top of our generous paid time off benefits, every Centron is eligible for three consecutive (and paid!) weeks off during their 5th, 9th, 13th and 17th year of service. A sabbatical is a celebration of our peeps’ commitment to Centro and a way of showing our gratitude for dedication to this organization.
The effect of real-time bidding (RTB) on publishers has been well documented. Such insights have often focused on the challenges RTB poses for publishers, including how it negatively impacts their direct advertising revenue and relationships.
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Centro to Integrate RTB Technology into its Programmatic Guaranteed Software to Deliver a Unified Media Platform for Guaranteed and Biddable ...