When talking about the advertising value-exchange, people often think about the commercial relationship between the advertisers, publishers, vendors, and the many players in the marketing and media space. But what often gets overlooked in this equation is the most critical player of all: the consumer. The most significant exchange in the advertising world happens between the advertiser that promotes an ad and the user that consumes that content. I’ve already written about ways to get the right message, in front of the right consumers, at the right time, but in this post, I want to discuss the reason why the consumer should pay attention to the message in the first place. The moment you are putting forward a message, you are already requesting something from the recipients: their attention. In a world where we are constantly bombarded by ads, why should a user choose to consume or remember your content among others? This is where the value exchange is often ignored. What I argue is that you
Throughout my professional career, innovation has always been the focus of the environment around me. Although it can often be an abused term, this proximity to groups aspiring to be innovative taught me a lot about this elusive concept. Recently, I started reflecting on some commonalities that I encountered when dealing with innovative companies, products, and teams, and I thought it could be interesting sharing them in a post.
With the constant proliferation of new media channels and technologies, content consumption patterns have radically changed. Each channel offers a different interaction model with the users, and as a result, we live in a (media) world where a given metric takes a different meaning depending on the publisher. Let’s take for example video views: Facebook counts a view when at least one pixel is visible for 3 seconds (without sound), YouTube after 30 seconds of play time, Snapchat 1 second, and many publishers still could count a view when a video is playing below the fold.
“Performance marketing” vs. “Brand marketing” There is this weird distinction in the advertising industry between “performance marketing” and “brand marketing”, where the former usually refers to the highly-trackable, data-driven spend, where the other is awareness-creation, emotions-driving, hard-to-measure-impact kind of spend: the most obvious example of the two are SEM and TV advertising.
I just came back from the AdExchanger Industry Preview conference here in New York City, and while many of the presentations are still fresh in my mind, I’ve decided to write a few notes and personal considerations on the “hot topics” in the digital advertising industry as of January 2016. Programmatic TV Cross-device targeting, tracking, and measurement Ad-blocking Ad-fraud New ad formats Native Ads Disclaimer 1: due to the ever-evolving, fast-paced nature of this industry, anything stated below may not be true in a few months, or even weeks. Disclaimer 2: everything on this site is my personal opinion, and it does not represent the point of view of the company I work for etc. … you know the drill.