John Capone's cover story in OMMA Magazine on Google, Is Google Unstoppable, is a good read.
Google's strength in display is well documented and the article highlights the market's three leaders:
However, Google's growth is red hot and the company's 2013 display revenues are forecast to be $4.7bn. Capone notes that Google's display growth rate is 46% vs Facebook's 27%.
In late July, MediaPost ran an excerpt from the book Shoring Up Display’s Week Spots, which contained an enlightening analysis of findings from what they called the Validated Campaign Essentials Charter Study.
“From ads delivered next to objectionable content to ads that never had the opportunity to be seen, there are countless examples where the digital medium is simply not delivering on its promise.”
12 major marketers participated in the study, including Kraft, Sprint, Kellogg’s and Ford. “The goal was to find out what’s not working, and to quantify the incidence of sub-optimal ad delivery” with a focus on premium or high-end media buys.
Here are some key takeaways:
In a recent article on MediaPost.com titled Display’s Crazy Salad, Daisy Whitney observes a flurry of innovation and reform in the display ad space that may have a transformative impact on the format.
Whitney writes, “display ads face an uphill battle to prove their worth simply because they’re not thought of as the highest value, the sexiest or the most innovative type of ads. But they are the cornerstone of scale and reach.”
Here’s her take on what major factors point to display’s rising value:
Flite is excited to announce the upcoming launch of the Touch Ad Studio, our new creative toolset for building ads optimized for iOS devices.
Culture is one of the things we're most proud of at Flite. In addition to telling you about our culture, we decided to make a video of what daily life is like here. We value collaboration, balance, iteration, productivity, and snacks. Lots of snacks.
What if advertisers only paid for display ads that were guaranteed to be seen? In Lessons on Viewable Ads, the discussion covers what this means for publishers and advertiers.
The implication for publishers is that they will have to take into account the viewability of the ad and set the price accordingly. Since spots below the fold will command a lower price, publishers will have to make sure that premium ads are priced high enough to make up the difference. Meanwhile, publishers will have to maintain consistent and seamless ad delivery because issues with ads loading will be costly.
MediaPost's OMMA magazine featured an article about marketing campaigns that were driven primarily by clever display ads. Based on a recent comScore study on the branding implications of digital media, results showed that online display advertising does indeed produce brand lift -- and several companies are now bypassing boring banner ads to create engaging display campaigns that customers actually want to interact with.
The Security Service Federal Union is a financial services company that did a branding campaign poking fun at its own long name. Supercuts promoted emerging bands through the Rock the Cut campaign, where they shot original video for their rich media ads featuring rock stars on ESPN.com and iheartradio.com.
In 2003, the American Family Life Assurance Company gambled on funny-sounding word and an absurd marketing campaign, boosting name recognition from 2% to 90%, and securing massive domestic and international success.
Aflac is now the biggest insurance company in Japan. They took an interesting idea, invested a modest amount, and iterated until they got it right. Check out the amazing story of how a re-branding mascot turned into a rock star: How I Did It: Aflac’s CEO Explains How He Fell for the Duck, and don't miss this great analysis What AFLAC’s Duck Teaches Us About Agile Marketing.
In 2011, Marc Andreessen penned a wonderful Wall Street Journal op-ed titled, "Why Software is Eating the World."
Marc argues the following factors make the rise of software across industries an inevitability
He notes "companies in every industry need to assume that a software revolution is coming" and that "Schumpeter's creative destruction" will be felt across all sectors of the economy.
Why does agile marketing matter?
Because you can't predict the future and your business depends on reacting quickly.
If you think your ads are fine without real-time technology, think again. In today’s quickly changing environment and social nature of the web, your business can’t afford to miss a beat.
Take a look at the scenarios below.
My full name is Robert Pauling Sawasky Bailey Lennon. My nerdy parents named me after dual Nobel-Prize recipient and great mind Linus Pauling, among others.
I noticed this morning that my namesake believed in the value of Agile long before it even existed:
Our first instinct is to see the highest point as the most positive place on the graph, but statistics tell us a different story--that our best ideas are going to be in that little range at the end.
With so many sub-par ideas to get through, the Bell Curve makes a great argument for a fail fast, agile method for innovation, whether it be in marketing or software development.
At Flite, we're all about real-time: real-time metrics to see which ads your customers are engaging with, and real-time updates to live campaigns. We believe in the value of having insight into what's going on and being able to optimize quickly. So we love news about real-time, especially with regard to publishers, partners, and customers.
This 4th of July holiday, we salute Forbes. Forbes' Real-Time Billionaires monitors the biggest gains and losses for the public holdings of a select group of high-profile billionaires, updating information every 5 minutes from the time the New York Stock Exchange opens to the time it closes.
You know and love Flite Hub for being the app store for display ads, a place where we offer a wide array of third-party apps such as sweepstakes, social coupons, and live chat -- all ready to be dragged and dropped into your display ad.
Well, Flite Hub just got even better: our latest partnership with NewsCred allows brands to feature articles from over 850 top news sources, such as Associated Press, The Economist, and Forbes, most of which will be available through the Flite Ad Studio. Brands can configure the Newscred app in minutes and update live campaigns with fresh news content in real-time.
