Let’s say you’ve been out of town for, oh, the last decade.
The last time you picked up Crain’s, Chicago’s economy was stung by high-tech flops from the dot-com bust. Now, though, you’re quickly sensing that there has been a shift: You learned that 13 Chicago tech companies have gone public or been acquired so far in 2012, and 17 did so last year, according to tech-community group Built in Chicago.
Customer insight and retention drives every publishing company throughout the world, for without the customer we would not exist. Publishers must work to ensure the right audience views the right content – both editorial and advertising – so consumers will engage with the message. This leads to growth and the continued success of the publishing business.
In case you missed it, here’s a great article by Tom Chavez, CEO of Krux and a strategic partner of Centro’s. In this recent AdExchanger.com column, “Charting the Path to Direct Sold RTB Advertising,” Tom delves into the perils of a type of data leakage he calls “cookie licking” and talks about how savvy marketers and publishers seek to build programmatic revenue without sacrificing control of their precious data.
Is paid advertising beneficial? Absolutely. However, it is incredibly important to understand how best to integrate it with owned and earned media. Nielsen shares valuable insights on how to strengthen consumer trust and deliver better results via paid, owned, and earned media working together (e.g., paid ads work harder with social, paid ads drive owned usage).
Remember the good old days? When you used to treat yourself every day by curling up with your local newspaper or weekly magazine in your favorite chair? You’d turn the pages slowly, and even clip out a few ads or articles to post on the fridge or send to Mom.
This was the publisher-advertiser relationship at its best – our industry hummed along quite nicely when advertising was seen by the target audience and it caused them to act. At least one thing that will never change is that we’ll always strive for impact and rejoice when it occurs.
Digital Place-Based: Increasing demand for digital signage coupled with the decreasing costs for LCD panels is expected to help fuel growth for Digital OOH and commercial applications worldwide to the tune of 17.3 million units by the end of 2012, according to IHS iSuppli Signage and Professional Display’s most recent Market Tracker report.
Connected TV: Strategy Analytics is reporting that the global Connected FPTV (flat-panel TV) market will grow at a healthy rate of 45% annually during 2012 to reach 91 million units. And while only 40% of all FPTVs sold in 2012 are projected to be internet-enabled, this figure is set to rise to nearly 80% of all FPTV unit sales in 2016.
Time to introduce a new adage to the information age: If you want to know how best to layout an office space, talk to the window washer.
Maybe not the first choice, but when you consider the volume and variety of floor plans a window washer sees over the course of a day, week or month, you start to realize there is a sea of potential insights you might not be considering in your own design.
A recent MediaMind study highlights the avg. CTR for various display ad formats served in the U.S. Of the adformats, video ad-serving template (VAST) and video player-ad interface definition (VPAID) formats performed the best. While these are interesting results, “clicks are not always necessary, particularly when ads are brand focused (vs. DR) and/or when interactive ads appear in long-form video content where clicking would be disruptive to the experience.”
