Search results for "AI"
Harvard Business Publishing reimagines its archive as the LeadingEdge learning platform
Harvard Business Publishing reimagines its archive as the LeadingEdge learning platform
The Harvard Business Publishing archive has long offered a wealth of information to organizations that wanted to develop internal training programs or offer content to support the ongoing education of staff. However, this deep well of content was ripe for the functional overhaul that took place over the past year: an “archive reboot” that recently launched as a platform, LeadingEdge.
Personal Data NYC panelists dig in on ad blocking
An Ad blocker is a blunt instrument. They treat all ads the same, regardless of quality, source or context. Arguably, the notion of defining “acceptable ads” could be equally blunt in its application, given the likelihood that such an approach will fail to account for the context in which ads run or how such an acceptable ad system is itself funded. The reality is that the issue of ad blocking is nuanced, as demonstrated by the range of views expressed on a diverse panel on ad blocking hosted by Personal Data NYC (PDNYC) November 11.
How mobile is changing marketing
According to a new study entitled State Of The Industry, How Mobile Is Changing Marketing from Marchex and Digiday, in the five years from 2010 and 2015, time spent on…
DCN’s recommended reading: week of November 12, 2015
Our recommended reads from around the web: Harvard Business Review: Ad Blockers and the Next Chapter of the Internet (8 min read) Kurzgesagt: How Facebook is Stealing Billions of Views…
Will streaming help interactive tv ads stick?
TV ads have always been decried as a format of the past, rarely targeted or personalized. But interactive TV ads offer the potential for demonstrable viewer engagement and feedback. And that’s the promise of Hulu’s new deal with TrueX, a unit of 21st Century Fox. Using technology from TrueX, Hulu will give viewers of Fox shows the option of watching a 30-second “engagement” advertisement instead of the approximately two and a half minutes worth of ads that are sprinkled within an episode.
Time well spent? Inside the FT’s time-based ads sales effort
When it comes to finite resources, perhaps none is so keenly felt as the limited number of hours in the day. And, as more content creators vie for this precious time—across a proliferation of delivery platforms and devices—creators of digital content have steadily seen their online objectives reduced to a frantic race for audience numbers, pageviews and click-throughs. Some leaders in the industry, however, are looking to change the conversation to one where time spent is the metric that matters.
Mobile best practices for native ads
Native advertising, across any platform, is a form of paid media where the ad experience follows the natural form of a publisher’s environment. The ad must be native in creative and in context in which it is placed. When native advertising is done right, the ad fits organically with its surroundings and receives more focus and attention. The MMA Mobile Native Advertising Committee members developed a set of best practices for native ads on mobile to fit in with a publisher’s environment.
Display advertising deserves more credit for inbound phone calls
In its most recent white paper, Marchex set out to determine whether display ads are influential in driving consumers to make purchase-oriented calls. According to The Missing 98%: Why Display Advertising Isn’t Getting the Credit It Deserves, “The advertising technology ecosystem has historically focused on tying display ad exposure to e-commerce purchases, or other online actions such as filling out a lead form or visiting a product web page. However, for most advertisers, the goal of a display advertising campaign is offline, such as an inbound phone call or in-store purchase.”
Digital ad sales up, newspapers too, but tv is another matter
For so long, the narrative on advertising spending has been a major shift toward digital, with print media bearing the brunt of the losses. But recent figures from the Standard Media Index (SMI), which monitors 80% of all U.S. spending mixed things up a bit with digital rising fast (up 29%), but newspapers also rising (up 18%) while TV ad spend slipped 4%. The growth of digital advertising, at least, comes as no surprise. But newspapers had a rare bright spot in the report, and TV is showing some weakness.
Smartphones dominate digital device popularity
Americans have an abundance of devices to choose from to meet their technology needs. Mobile phones have the highest penetration with nine in ten (92%) adults owning either a smartphone or a cellphone. Smartphones have also gain traction with 86% penetration among adults ages 18 – 29 and 83% among adults 30 – 49 reports the Pew Research Center.
What does its new engineering blog say about The Washington Post?
The Washington Post isn’t just investing in innovation, it’s investing in the media innovation ecosystem with the launch of a new engineering blog that provides an inside look at the media company’s development challenges, strategy and tactics. Washington Post Chief Architect, Greg Franczyk, says that his team is tackling problems faced by others in digital media and the new blog offers a place to openly share “what we are doing to solve these problems, so that others can use our ideas, but also give us feedback to improve what we’re doing.”
Consumer marketing preferences differ from common brand marketer practices
Marketers have a slew of on and offline marketing options today. However, according to research from MarketingSherpa, there’s a disconnect between marketer’s preferred practices and consumer preferences. For example, email is the most preferred communication method for consumers to receive regular updates and promotions from companies they are interested in doing business with (60%). Email is also the top brand marketer medium for communicating with consumers at a nearly universal 90%. But differences emerge in how these emails are sent and received.