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ABC Reveals Plan for Unified Advertising Across All Platforms

posted on May 14, 2013

abc watchABC just completed their 2013-2014 TV Upfront presentation. They did it with their usual dose of self-deprecating humor and lots of jabs at the other networks. Their new season is full of crazy comedies and high-concept fantasy shows such as Once Upon a Time in Wonderland  (Is Alice mentally ill),  Resurrection (a boy returns from the dead 32 years later.) and Marvel’s Agents of S.H.I.E.L.D.

With shows like these, you know ABC is in for another season of high ratings in the young demographics and lots of social media buzz. Because of that, the network is pushing forward with two concepts that will help advertisers reach that coveted audience.

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Microsoft’s Animated Skype Opera Uses Story to Showcases Ad Opportunities

posted on May 13, 2013

skype proposalBuying and selling advertising space isn’t very entertaining. It’s all facts and figures, boxes and percentages – it’s boring. Sorry, ad sellers, it is. . . but it doensn’t have to be.

Microsoft UK set aside the facts and figures in favor of a sweet, animated video series called a SkypeOpera. These digital shorts use storytelling to show how effective advertising on Skype can be. The current series is called Skype: The Proposal. It’s a five-part series featuring Charlie and Lizzie. Charlie wants to create an amazing proposal experience but things never go as planned.

In each episode, the couple uses Skype to get in touch with each other and with friends. Along the way, they encounter all the different types of Skype advertising. Each ad is perfectly tailored to their current situation (of course) and contrived though it may be, it’s still a solid example of how Skype ads can work for your business.

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Why Native Ads Won’t Replace Banner Ads Any Time Soon

posted on May 6, 2013

sharethrough native ad liftYou’re skimming your favorite tech website and settle on an article about ways to save money on your cell phone bill. This is good information so you read it without noticing the notation that says it’s a sponsored story from T-Mobile. Or more accurately, you don’t realize that you’ve noticed. Your brain caught it, processed it and now associates T-Mobile with saving money on your phone bill.

Ah, the insidious power of the native ad. I’m not saying this is a bad thing. . I’m saying, it’s a thing and it explains why native ads are more effective than banner ads.

Native ads make natural connections – banner ads are disjointed connections. Which one is the brain more likely to latch on to?

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DoubleClick’s Display Remarketing from Search Ads Out of Beta

posted on May 1, 2013

The headline tells the story really but if you want more this comes from the DoubleClick Search blog

Back in October, we announced the beta release of display remarketing from search ads, which allows advertisers to use insights from paid search clicks to remarket to audiences across ad exchanges via DoubleClick Bid Manager, or the Google Display Network (GDN) — all with a seamless, tagless workflow.

We’re excited to announce that display remarketing from search ads is now out of beta, and is available to all DoubleClick Search customers globally.

And now for something completely different, a video from Google.

Happy remarketing!

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Tumblr Slips Ads Into the Mobile Stream

posted on April 23, 2013

tumblr adOf all the social media networks, Tumblr is the one whose users seem most likely to rebel against advertising. Why? Because even though the photoblogging site is loaded with brand name accounts, the entire site still leans heavily on the artistic and the offbeat.

The people who appreciate a Tumblr such as One Tiny Hand (photoshopped pics of celebrities with one, tiny doll hand in place of their real hand) probably aren’t going to respond well to display ads for Old Navy in their mobile feed. But Tumblr thinks they have that covered because their ads are special. Tumblr ads are content based so they’re hardly noticeable in the stream.

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Google Shuts Down Google Affiliate Network: Saw That One Coming

posted on April 18, 2013

google affiliate networkLast night, I received an email telling me it was time to wrap up my business with the Google Affiliate Network. If that email had arrived a month ago, I would have tossed it without much thought. But two weeks ago, I started a new niche blog which included several ads from the network – but not the one I wanted most – Netflix.

Netflix was the reason I joined the affiliate network long, long ago, but when I went to grab banners for my new blog, there were none. Netflix’s affiliate page still sends you to the network, so I was confused. I attempted to get answers through the support group but no one responded.

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Respond to a Consumer’s Immediate Need with Twitter Keyword Ad Targeting

posted on April 17, 2013

Did you see  @TheBandPerry on #DWTS last night? I’d love to see them in concert!

Ten seconds later, bloopity blip: @TheBandPerry begins their concert tour in The OC in Sept. Click to buy txts now!

Wow. It’s as if they read my mind. . . or my Twitter stream.

Twitter has just introduced keyword targeting to their Promoted Tweet program and it’s pretty Sweet.

twitter promted tweet timeline

Instead of inserting ads based on the general interest graph, Twitter can now target individuals who mention a specific keyword. Stack a location choice on top of that and you’ve got a display ad that should convert way more often than your average Promoted Tweet.

Twitter says that one of their beta testers, wearable camera company @GoPro, received almost 2 million impressions with an engagement rate up to 11% using keyword targeting.