Search results for "AI"
What makes ads great? An emotional connection.
In today’s ad environment, where consumers can skip, block, dodge, and flee ads to their heart’s content, we are seeing a flight to quality. In other words, since people don’t have to pay attention to ads anymore, brands are cranking up quality to get people to choose to watch their ads. Speaking to Ad Age at Cannes last month, Procter & Gamble Global Brand Officer Marc Pritchard said of their advertising, “We’re trying to turn down the noise and turn up the quality, which gives you a better chance of success.”
Positive viewing experience and ad-recall correlate to screen size
Consumers pay more attention to advertising on televisions than advertising viewed across other screens according to a new report Evaluating Engagement & Recall by Platform. Nielsen and the Council of…
Premium publishers, trust, and ad blocking
Ad blocking—and publisher responses to it—sit at the nexus of two trends: the increasing value of trust in the publisher-consumer relationship, and the emerging conditions of the new information market. I wrote some years ago that the information market had been turned on its head. The Internet turns many types of information that were once scarce and expensive into overabundant—and therefore cheap—commodities. By corollary, trust and attention have become increasingly valuable.
Media companies wrestle with ad blocking
Ad blockers have become the bane of the online publishing industry’s existence. Having spent decades grappling with how to effectively monetize digital content, now publishers face a very real obstacle to their primary revenue stream in the form of the ad blocker. As ad blockers increasingly take hold, publishers are struggling to determine the extent of the threat and, of course, how best to address the issue.
DCN’s recommended reading: week of June 30, 2016
Our recommended reads from around the web: MediaPost: Relevancy Is A Mobile Display Myth — It’s User Control That Will Stop The Blocking (3 min read) New York Magazine: The…
Half of all viewers subscribe to SVOD
Subscription VOD (SVOD) penetration now equals DVR penetration in the United States. In fact, half of all viewers now have a subscription based service such as Netflix, Hulu Plus and Amazon Prime, according to Nielsen’s 1Q16 Total Audience Report. Interestingly, close to 30% of households have both an SVOD service and a DVR. Nielsen also noted that DVR penetration has flattened while SVOD is on a strong growth path. So while consumers are still obtaining most of their content on television, live TV consumption is declining as smartphone and tablet viewing is increasing.
On the ground in Cannes: The long road to changing gender portrayals in advertising
Every year, more and more CMOs embark on an annual pilgrimage to Cannes, forming a motley crew of Madmen and Madwomen that line the Croisette. I myself have been making the trip to Cannes Lions since its earliest beginnings, and still it surprises me that there are so few women in senior roles represented on such a global stage.
Content marketers still struggling, opportunities for publishers abound
The 2016 State of Content Marketing Survey Summary Report from Ascend2 is out, and it confirms what many of us already know: content marketers are still struggling in a variety of ways. They are mostly concerned with lead generation (58%) and improving customer engagement (55%). Lack of an effective content strategy (48%) and lack of content creation resources (48%) are the biggest barriers to their success—and most of them are still reporting limited success.
Will “out-stream” video ad performance last?
We’ve seen it so many times before: A new ad format catches people’s eyes, they pay attention and wonder what it is. Then they go back to ignoring it. It’s happened before with rich media ads, interstitials and so many others. Now it’s time for “out-stream” video ads that show up on web or mobile pages, within text, and just start playing.
News sites face strong market challenges
Digital publishers face three market challenges today that are triggering the re-examination of business strategies: 1) an increase in consumption of distributed content, 2) a surge in mobile traffic, and 3) growth in adoption of ad blocking software. In order to better understand these market shifts and their impact on news consumption the Reuters Institute for the Study of Journalism commissioned a multi-country study, the Reuters Institute Digital News Report, in February 2016.
It is high time for digital media to heal itself
It really does not matter how we got to where we are; the unfortunate fact is that we are here. What matters is the how … and how fast, we can right the ship. I think the key is going to be less about transparency and more about understanding. For me this is a refinement of thinking because I’ve been advocating increased transparency for some time now. And, while transparency is a good thing on the whole, the more important issue in this situation is getting all the key players a better understanding of how the system is currently set up.
Premium context impacts mobile ad performance
Teads has released new eye-tracking insights that show the impact of various content environments on the performance of mobile advertising. The study found that advertising placed in premium editorial articles increases consumers’ purchase intent by 27%. They also found that when users are on premium publisher sites, their scroll rate slows down, thus building a slower, more concentrated experience, driving a higher chance of attracting attention to engaging advertising.