The current state of online advertising represents vast possibilities for advertisers. However, this land of opportunity is also accompanied with considerable chaos, which presents advertisers with challenges along the way. A recent Forbes article highlights one of the key contributors to confusion – venture capitalists. So, what is the solution for advertisers?
As more newspapers cut back on print to reduce costs and focus on their websites, a troubling trend has emerged: online advertising sales are stalling.
Digital is evolving with the progression of new screens, devices, and technologies. When Charles Darwin developed his theory of evolution, he coined the phrase “survival of the fittest.” In this competitive, digital media environment, evolution is best described by the phrase “survival of those who execute best.”
Emerging technologies are expanding and overflowing into our daily lives. Today, most people do not distinguish between online display, video, mobile, internet radio, and digital-out-of-home channels. Instead, these emerging channels are automatically integrated into everyday routines, often simultaneously, to create an addictive, digital way of life. Mobile, video, and internet radio channels are just a few of the emerging technologies that are exploding in adoption and advertising growth.
Great read by Mike Shields: Making the Wrong Impression - How sites with dubious content are attracting ads from blue-chip brands
Obviously, great writing like this has many low quality players scared based on the comments received. Mike Shields is shedding light on things a lot of companies, many of the brand name ad tech companies, don’t want people to know. But, that’s why journalism exists. And that’s why high-quality, journalistic-based media companies deserve better than how the current SSP/DSP market is treating them.
An unfortunate or fortunate side-effect of a digital media job is the frequency in which a conversation leans toward Steven Spielberg’s box office hit, Minority Report. Whether it’s discussing retinal scans, interactive monitors, or dynamic personalization of advertising, the movie has everything, including a side order of Tom Cruise crazy.
The whole is greater than the sum of its parts. According to a recent study, marketers, agencies, and publishers may recognize that a seamless experience across channels is important for consumers, but they are not yet following their targets down that path. By shifting to a more holistic approach along with more inter-departmental integration, marketers can benefit from stronger branding experiences.
By 2017, there will be no printed metro newspapers, no local network TV stations, and few printed magazines. Weekly newspapers and video will be thriving. Tablets will be common and cheap. WiFi and WiMax will be everywhere. What do these and other predictions mean for the newspaper industry?
