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The trend for many publishers is to loudly declare they are “mobile-first.” But the reality is, well, more complicated. Most mobile-first proponents loudly trumpet exploding mobile audiences. That’s true. Just about every publisher today is seeing an increasing amount of their traffic coming from mobile devices — often over 50 percent of their overall, in the case of sites lik ...
Digital advertising may be growing, but many brands are still ill-equipped, or just downright unwilling, to making it an integral component of their marketing plans. We asked brands at the Digiday Brand Summit in Deer Valley, Utah, the same question: “What is the biggest internal challenge brands face in adapting to digital?” The answers ranged from having to educate some mark ...
The world of branding has another vigilante. Enter @SocialLandlord, an anonymous Twitter account from a creative agency employee that is punishing brands that send out bad promoted tweets by replying to them — because every time an advertiser sees “engagement,” in the form of an RT, reply, favorite or click, they get charged.
Social platforms, notably Facebook, are starting to shift away from the airy talk of “brand engagement” and instead offer more nuts-and-bolts ad offerings. But one area remains from the bygone “join the conversation” era: Comments on ads. Naturally, this often backfires on brands. They can find themselves the subject of mass ridicule, leaving some wondering why brands pay for negative publicity.
Taco Bell has brought its own version of Willy Wonka’s golden tickets to life. In a real-life viral effort to promote the 11 items on its new Dollar Cravings Menu, the fast food giant has noted down the serial numbers of and then released 11-dollar bills across the country—which if found, guarantee its finder a lifetime of food from Taco Bell.
There was a time, not very long ago either, when brands looking to build their content-marketing strategies inevitably started in one place: Facebook. That’s where the masses were, that’s where these brands could try their hands at publishing content to reach them. That’s no longer the case. Facebook’s move to choke off organic reach has caused marketers, and their agencies, t ...
Apple’s new iPhones could supercharge mobile video consumption. The iPhone 6 and its husky cousin, the iPhone 6 Plus, boast substantially larger screen sizes than earlier Apple phones. The iPhone 6 packs a 4.7-inch display, and the iPhone 6 Plus includes an even bigger 5.5-inch screen with a super-sharp 1080p resolution.
The need to be “real time” means brands have to mark every occasion, large and small. America’s birthday is no exception. Your typical brand social media manager wants nothing more than to get out of the office for the long weekend. Let’s say most of these well wishes for America won’t win many creative prizes. To the tweets! Ah, fireworks. Celebrate the red, white and blue.
The narrative is familiar. Brands are becoming publishers and publishers are scrambling to serve brands, but on a web that’s increasingly personalized it takes more than a publisher’s megaphone for brands to reach an audience. Social media platform Odyssey has built a network of influential creators to bridge the gap.
Time Inc. is chasing video dollars with a new, video-only brand called Coinage that’s devoted to money and personal finance. The short-form videos deal with the topic in a lighthearted way; the tagline is “Life, well spent,” and among the first offerings include a video that breaks down the tax consequences for Super Bowl athletes and an explainer on high-end house flipping.
For all of the attention given to digital media startups producing buzzworthy content on social platforms, it’s easy to forget that spending decades deeply entrenched in the TV business can teach you a thing or two about resiliency. Yesterday, female-focused publisher Refinery29 announced it had raised $45 million in a funding round led by Turner.
When it comes to threats to advertising, Martin Sorrell is a keen student. He quickly identified Google as a frenemy during its rise. And now, it’s Amazon that’s keeping him up at night. The reason: Amazon boasts a gigantic pool of data, not just likes and habits, but actual purchases. It could position its ad platform to be the arbiter of what ads work in actually driving peo ...
Ad tech is constantly moving to the next new and shiny thing. And with that, we bring you real-time bidding 3.0. Since programmatic buying has gotten more complex and remains ever murky, an Interactive Advertising Bureau Tech Lab working group is designing new procedures to bring more clarity to the byzantine digital ad-supply chain.
Despite all the hype around transformative technologies or the fact that consumers aren’t actually using any “fintech,” the dinosaurs of the financial world are changing from the inside out, putting the customer experience before their business — and design thinking is at the forefront of that. It’s optimistic, but also just a new way (for banks) of doing business.
Digital Content, Digital Advertising, Digital Marketing