McCann exec says online video advertising is "Too Expensive" [Beet.TV]
George Dearing dot com |
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This produced some quick changes. Among other customized ads, I started getting the surfing- and cooking-themed campaigns shown above. In fact, foodies seem to be a big target for Facebook advertisers. But there were still plenty of junkier ads, like the Oprah one, which would seem to violate Facebook’s policy regarding the need for some connection between the image and the product being advertised. Unless Oprah is in need of debt relief.
AdAge reports. While the NYT has expressed confidence in its ability to maintain its long-standing relationship with major marketers, the WSJ is already taking aggressive steps to force advertisers to choose where to put their finite ad dollars.
One opportunity is for advertisers to correctly attribute their spending by tracking users through the entire purchasing process (in the case of cameras, the full 30 days and multiple sponsored clicks). Very likely, these sites are currently overpaying end-of-funnel sites (e.g. coupon sites) and underpaying top-of-funnel sites (e.g. research sites). There is also an opportunity for companies that provide technology to help track this better.
General Mills is also taking a more serious look at boomers' children, millennials, which it defines as those aged 16 to 33 -- all 75 million of them. "This generation is very home and family oriented," Mr. Friendly said. "They're also completely at ease with technology." He added that many of them don't remember life without PCs, ATMs, or cellphones. The company is working hard to connect with this group virtually, with an iPhone app, blogging with Betty Crocker, or following Nature Valley on Twitter.
Using data to grow
Google wants to help publishers use web technology to grow, Mr. Varian said. "I think papers could better exploit the data they have. They need better contextual targeting and ad-effectiveness measurement."Mr. Varian said Google advises some publishers from the Google News roster on ad targeting and engagement. But not all of the newspaper world sees the search giant as a friend; last spring, News Corp. boss Rupert Murdoch accused the company of trampling copyrights by displaying snippets of new stories and selling advertising against them, taking money out of publishers' pockets. And last week, digital marketing firm Outsell released a report claiming that 44% of Google News users don't click through to the original sites.
Leena Rao describes its offering below.
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"startup 140 Proof is entering the mix with its Twitter-based ad network. The network bypasses Twitter’s site completely and allows 3rd-party Twitter clients sell space on the network to advertisers. The ads appear in third-party Twitter clients who use 140 Proof’s API to serve and measure their ads. Ads are served within users Twitter streams on these clients (mobile, desktop or web) and clearly marked as ads."
Founder of the Dearing Group LLC., a consultancy focused on communications and sustainability.
George can be reached via email at george@dearinggroup.com or on social networks like Twitter, Facebook and Friendfeed. Subscribe to this site via RSS here.
Note: All content on this site is the personal opinion of George Dearing and doesn't represent the views of my past, current or future employers or their clients.
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