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Do you see what I see: the road to 100% viewability

peek-a-boo-christmas-kitten-911631-mGetting 100% of anything seems like an impossible dream. The government takes a percentage of your paycheck. A percentage of that muffin ends up as crumbs on the plate. And people who say they’re giving you 100%. . . well, clearly it’s just an expression.

Still, ad buyers such as Unilever and Group M insist on 100% viewability for all of their digital ad units and back in November Conde Nast said they’re make it so. Really?

Today, the IAB chimed in on the subject with a clear message – “100% viewability is unreasonable” and marketers should happily settle for 70%. (To be clear, the Media Rating Council said it was unreasonable and the new IAB paper says they agree.)

Internet advertising to grow 15 percent, with display taking the lead

A new forecast from ZenithOptimedia tells us that global ad spend is likely to top $545 billion dollars in 2015. That may sound like a reason to celebrate but it’s actually a slight step down in growth compared to 2014. (4.9% in 2015 vs 5.1% in 2014)

ZenithOptimedia Growth Adspend 2014

Part of the reason for the decrease in the increase is the lack of large, global events in 2015. In 2014, advertisers took advantage of the huge audience that tuned in to follow the Winter Olympics and the World Cup but 2015 is going to be a quiet year. That’s good, we need the time to rest up because 2016 is going to be a wild one with the Summer Olympics, the UEFA European Football Championship and the US Presidential elections. Wow. The news media is going to have to hire a lot of extra help.

Three-quarters of millennials expect brands to be entertaining

Female_animal_trainer_and_leopardIf you had to describe your branded content in one word, what would it be? Informative? Engaging? Boring? (I hope not) Upbeat? How about entertaining?

In Facebook’s “Coming of Age on Screens” study, 72% of young millennials from all over the world said that’s what they expect from brands – entertaining content. That’s a lot to live up to. It’s a lot harder to be entertaining on command than it is to be informative but when you hit that sweet spot the returns are insane.

Evian’s crazy, roller skating babies video earned the company a spot in the Guinness Book of World Records as the most viewed online ad ever, accumulating more than 25 million views in just two months. When they made that, they knew it was funny and highly entertaining, and I’m sure they hoped it would be a huge hit, but I doubt they expected it to blow up the way it did.

Call, Configure, Commerce: The Twitter cards of the future

Twitter analyst day“You don’t win by being loud. You win by being good.” That’s Twitter’s philosophy and it’s leading them down some very interesting, new roads. This past week, the company delivered a 7-hour, 500-slide presentation to the press and investors at the first Twitter Analyst Day.

I wanted to listen to the whole presentation because I’m a diehard Twitter fan and I believe in its power as a marketing tool. But alas, 7 plus hours was a bit much. If you’re up for the challenge, you can access the presentation here. Or you can keep reading and I’ll fill you in on some of the highlights.

Making OnBoarding Easier

Mozilla adds ads to Firefox tabs

Mozilla just discovered a whole new way to sneak advertising into your daily routine. As of today, Firefox users will find sponsored tiles mixed in with their usage tiles every time they open a new tab.

The new tile experience begins with a fresh, cookie-free page of options:

Firefox Ad TabsFive out of the six tabs are Mozilla related including links to blog posts and tools to improve your workflow. The top right tile is something new; a sponsored link from CVS. Click it and you’ll land on a CVS TV commercial on YouTube. (With a few very colorful comments underneath.) I can’t figure out why CVS is spending money to send people to an old commercial. Shouldn’t this link take us to the CVS website. . . ?

Whales vs wasted-energy: where should you spend your time?

SAVE_THE_WHALES___man____by_Porpoise_SongWhen I hear the word “whales”, I think of Las Vegas. Weird, I know, but that’s where I first heard the word used for something other than a sea creature. In Vegas, whales are those guys who drop huge sums of money on a single hand of blackjack. They leave tips equal to a week’s pay and pony up big bucks for crazy things like a bathtub full of caviar.

Your business has a whale or two but probably not the tub of caviar kind. The average business whale is simply a customer who spends a lot more money than most of your customers and does it on a regular basis. Now, here comes the big question; can you name the whales in your business and are you giving them special treatment?

Can Twitter monetize non-logged in users? The CFO says yes!

Twitter reported their Q3 earnings yesterday and it was mostly good news; $361 million in revenue, up 114% year-over-year.  But there’s a problem; Twitter isn’t growing like it used to and timeline views are down. That makes investors very nervous and it makes me point vehemently at the site’s homepage.

If you go to http://www.Twitter.com and you’re not logged in, this is what you’ll see; a welcome message that isn’t very welcoming.

Welcome to Twitter

At a glance, it seems like you only have two choices if you want to proceed; log in or sign up. What if you don’t want to do either? What if you don’t have a Twitter account and you just want to poke around and see if it’s for you? Faced with these two choices, there’s a good chance you’re going to walk away.