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IAB to Ad Networks: Internet Explorer’s Do Not Track Doesn’t Count

posted on October 10, 2012

Close only counts in horseshoes and hand grenades and apparently “Do Not Track” only counts if a human flips the switch.

The IAB (The Interactive Advertising Bureau) has come out in support of the DAA’s (Digital Advertising Alliance) stance against the evil developers at Microsoft who made track blocking the default in the newest version of Internet Explorer.

The IAB and the DAA want you to know that they’re not against allowing people to stop tracking while they surf, as a matter of record, they encourage people to exercise their right to say no to tracking and therein lies the problem. They say IE 10 is not people, it’s a machine and we don’t want machines making these life changing decisions for us.

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Facebook To Advertisers: Stop Counting Clicks

posted on October 2, 2012

Someone check to see if hell froze over, because today, Facebook and I actually agree on something — counting clicks isn’t the way to measure success. What is? An increase in your profit margin, of course because unless you’re a non-profit, the whole point of advertising is to sell more of whatever it is your selling.

Brad Smallwood, head of measurement and insights for Facebook, took the stage at the Interactive Advertising Bureau MIXX Conference & Expo on Monday to talk about clicks, impressions and their new partnership with Datalogix.

He says that less than 1% of clickthroughs result in an in-store sale, so does that mean sellers should walk away from Facebook advertising? Of course not! In fact, Smallwood says that an increase in ad impressions might be called for.  He says advertisers can increase their ROI up to 40% by “focusing on frequency.”

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Facebook Ads: Women Are More Expensive, But Aren’t We Worth It?

posted on September 25, 2012

Men are Cheap, that’s the name of a new study from Resolution Media and Kenshoo Social and it could be my favorite study title ever.

The study takes a quick look at the gender differences in Facebook ad campaigns and comes to a not so simple “chicken or the egg” conclusion. Here’s how it goes:

The majority of Facebook users are women, but not by much; 58% female vs 42% male.

Even though there are more women, more Facebook ad dollars are spent on men. (53% male vs 47% female)

Because they’re spending more on men, men are offered more ads. Since they’re offered more ads, the law of averages applies and they click more often.

That leads us to the fact that it’s cheaper to target men on Facebook (with advertising).

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Google Displays Dominance in Display Ads

posted on September 20, 2012

You gotta love Google.

Everyone wants to hate them for any number of reasons. They are evil. They are anti-competitive. They are this. They are that.

That’s fine because people still have a right to express their opinions freely (for now). But what the real story is about Google is that they keep chugging along and leading in categories that do one thing really well: they make money.

The search dominance we know. The mobile dominance is a matter of opinion (iOS is the premier platform but Google owns over 90% of the mobile search market. You decide which one is more important.). But the one area that we often overlook is their leadership in display advertising.

eMarketer is reporting that the display lead which they say belonged to Facebook last year, is now Google’s AND the future is looking like that lead will only grow.

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In Advertising, Consumers Trust Earned Over Owned

posted on September 17, 2012

When it comes to information about a product or brand, the personal recommendation trumps all else. That falls under the category of “earned” advertising. Your product was worthy, so you earned the respect of a consumer, who in turn, passed that good word on to their friends and family. It doesn’t get better than that.

The downside, is that “earned” advertising has to come when it comes. You can’t make it happen on schedule, so that’s where “paid” and “owned” come in.

Take a look at this trust chart from Nielsen and we’ll talk about it on the other side.

It’s a given that consumers don’t put much stock in paid advertising, but look at mobile dragging its knuckles at the bottom of the chart. Mobile phones and tablets are the hottest thing in tech right now, but people are almost universally shunning the ads they see there.

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Can You Hear Me Now? Facebook Searches for New Reach Metrics

posted on August 28, 2012

If a man stands on the corner and shouts a message through a megaphone, everyone who walks past him will hear the message. That’s reach. He talked, they heard it, but did they listen?

Let’s say he’s shouting about a sandwich deal at a local sub shop. If one person who heard him decides to eat at the sub shop instead of the pizza place next door, then we have a winner. But if 900 people walked by and still passed on eating at the sub shop was it worth the cost of the man and the megaphone? Probably not.

The trouble is, no one can predict what a crowd will do, so you put out the best pitch you can, roll with the odds and hope for the best.

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What Role Will Display Play in Electing A US President in 2012?

posted on August 22, 2012

This will be a good year to be in display advertising. Why? Well, the industry will be able to show just how much the numbers increased in 2012. But those who are thinking real hard will know one big reason as to why there will be an increase. It’s a presidential election year in the US. What’s that mean? Political dollars heading for display to help sway votes. Display will get an election year bump.

comScore took a look at the current spend and the patterns we are seeing from the Obama (incumbent) and Romney (challenger) camps.

(I made sure the graphic was aligned in the center of the post so our readers didn’t think we had a slant either to the left or the right ;-) )