This article originally appear on the Central Desktop blog.
It's a foregone conclusion that people hate advertising, right? More accurately, they hate interruption. They hate anything that takes them away from what they are doing in any given moment. Yet that's the premise of most forms of advertising.
When the internet presented itself to marketers, many thought they could just replicate what they did offline in the online world. In other words, create video pre-rolls, interstitials and banners. All that accomplished (barring the first few years when everyone clicked on everything because, well, it was novel and new) was banner blindness and a rabid hatred of anything that got in the way of one's online activities. Couple that with the DVR offline and things began to look bleak for marketers.
For a man who has the ability to predict presidential elections, Nate Silver's recent comment about the sales staff at The New York Times was shortsighted and displayed a surprising lack of understanding of the tectonic shifts that are occurring in publishing and advertising. It's as if he hasn't realized that the disintermediation of the ad sales process through trading desks, RTB and other forms of ad tech has had a decimating effect on CPMs and, hence, the ability of a publisher and its sales force to generate healthy revenue.
It's not the first time Survivor has been copied nor will it be the last. After all, who doesn't love watching a collection of hot and not, smart and dumb, strong and weak compete with one another for our own vicarious pleasure?
TV star and "survival expert" Les Stroud will train 16 contestants to compete in SOS Island: Survival of the Smartest, an online video series sponsored by Samsung. It will be shot and live-streamed from the remote SOS Island in the Caribbean. Viewers will vote for a winner with the last remaining contestant winning the grand prize: their own island.
- Google has added favicons to its AdSense ad units.
- Awesome advice for those looking to become a social media guru:)
- Here's more data that support Apple's latest ad campaign is a failure.
- Seems a couple of ad ladies are miffed over the fact Nike doesn't sell shoes in women's sizes and aren't designed appropriately for women. Need more pink, we guess.
- AOL plans to launch an ad-tech upfront with a focus on programmatic. AOL CEO Tim Armstrong says,"It's essentially a machine upfront. We believe you will have an upfront commitment cycle that will rival TV."
- Not everyone is a fan of the Dove Real Beauty campaign. Predictably, it's a fashion form founder who has become a vocal critic of the campaign.
Google, today, announce the beta launch of an extension that will allow businesses to add images alongside AdWords search ads. Up until now, Google's search ads have been text only.
Noting that one in sex searches on Google provide results with images, the search giant concludes people want a richer experience and images will do just that. However, the beauty of Google has always been its bare bones simplicity.
If you're a marketer placing sponsored content (also known as native advertising) with a publisher -- or a publisher accepting sponsored content -- there are a few things you should know about how Google News, and Google in general, views this particular form of content.
In a recent blog post, Google Senior Director of News and Social Products Richard Gingras wrote:
"Credibility and trust are longstanding journalistic values, and ones which we all regard as crucial attributes of a great news site. It's difficult to be trusted when one is being paid by the subject of an article, or selling or monetizing links within an article. Google News is not a marketing service, and we consider articles that employ these types of promotional tactics to be in violation of our quality guidelines ... if we learn of promotional content mixed with news content, we may exclude your entire publication from Google News."
Here's one of the most interesting uses of retargeting technology we've seen in a while. For those who don't know, in a nutshell, retargeting allows marketers to, in essence, "tag" you when you visit a particular site (on which they have placed an ad banner) and then show you another banner (retarget you) on another. Most marketers simply show you the same banner over and over again.
JWT Amsterdam approached retargeting a bit more intelligently and used the technology to tell a story.
You never get a second chance to make a first impression. That's why your homepage is undoubtedly one of the most important pages on your website.
For any given company, the homepage is its virtual front door -- and face to the world. If a new visitor doesn't like what they see, their knee-jerk reaction is to hit the "back" button. Despite mom's best advice, unfortunately, a lot of people still judge a book by its cover.
Don't let that happen. Flip through these 54 examples of brilliant homepage design to inspire your own homepage design strategy.
Writing for HubSpot, I've explored what's wrong with current iterations of native advertising and what we can do to fix it. Native advertising, of course, all the rage these days. Companies like BuzzFeed and ShareThrough have based their business models on the notion that in-stream, organic-like content will save the day and finally allow everyone to retire those tired and underperforming banner ads to a nice tropical island far, far away.
In its current form, however, native advertising is destined to fail just like the banner ad failed. Why? Because most native advertising placements -- just like most banner ad placements -- are not structured with inbound marketing strategies that treat native advertising content creation as a starting point. Rather, the content is treated as the end point. In essence, most native advertising today is basically a branding play.
BBR Saatchi&Saatchi met with 15 teenagers from the StartupSeeds organization -- a program for nurturing technology -- oriented youth, in order to try and find a solution to a national (Israel) and worldwide problem -- cyber-bullying. Boycotts, harassments and offensive messages have caused many children emotional damage which in many cases has pushed them to end their lives tragically.
Out of dozens of ideas, the agency chose to focus on the cyber bully just before they write an offensive message on platforms like Facebook, blogs and forum. The agency created a Chrome browser plug-in that detects offensive words, and replaces them with positive ones.
Hmm. Getting an actual bully to install an actual plug-in that actually stops a bully from bullying is, well, a bit of wishful thinking. Just saying.