Tag: Digital Advertising
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The Alternative to the Post-Cookie World – creative is king once again
Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies. Browser-level blocking, third-party ad-blocking apps, and new regulations like GDPR and the California Consumer Privacy Act (CCPA) are quickly relegating…
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Younger viewers watch more Online Video than Live TV – don’t worry though, we have tools for both.
You are almost certainly familiar with the changing landscape of media viewership in the US. The battle between traditional and newer media has many fronts, which has led to hypotheses attempting to answer “why” each is occurring. First, for context, we will take a step back to explain: On the surface, both mediums return fairly…
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Online Video’s Growing Importance in The Media Mix
In our previous posting on “How to Turn the Cord Cutting Trend into an Advantage”, we outlined how substantial video viewing time has migrated to internet-based platforms. This growth of online video has created new levels of complexity and uncertainty in the media buying and placement world, but also has brought new opportunity to those…
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How to Turn the Cord Cutting Trend into an Advantage
For many years, cable and satellite television services have been viewed almost as a utility akin to electric, water or telephone service – as an essential. However, recent trends toward cord cutting – the discontinuation of cable service – and cord shaving – changing to smaller and less expensive television packages – is dramatically changing…
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Long-Form Video: Reversing the Trend in Commercial Length
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we will be highlighting the most…
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Tailored Digital Ads – They Know Where You Live!
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we will be highlighting the most…
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It’s not about the clicks!
Here’s a blog posting that I wrote back in early 2010. Not much has changed in the three years since writing this. Advertisers are still struggling with digital measurement. Originally posted April 13, 2010 Overall Click Through Rates [CTR] are well below 1%, so low in fact that ComScore frequently has to report CTR’s to…