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See And Be Seen

May 2nd, 2012

MediaPost 

According to a new study from comScore and Pretarget, ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions. Pretarget Founder Keith Pieper opines “Your ad being seen matters more than your ad being clicked… what good is an ad that can’t be seen… It’s intuitive that… someone hovering and engaging with an ad might convert, even absent a click… “ The study analyzed 263 million impressions over nine months across 18 advertisers in numerous verticals. The study used used:

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Categories: Lead Generation News, Lead Generation Research | Tags: , , , , , , , , , , , ,

IAB Wants Audit of Ad Verification Systems

November 3rd, 2011

MediaPost

The Interactive Advertising Bureau worked with the Media Rating Council to craft ad verification guidelines in the hopes of limiting discrepancies between ad measurement and ad verification reports.

As more agencies and advertisers employ ad verification technologies to ensure ads appear on intended sites and reach the targeted audience, the IAB wants to standardize verification reporting. The organization is looking for public comments on the guidelines to be submitted by December.

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Categories: Digital Media News | Tags: , , , , , , , ,

Content Is Not King

May 20th, 2011

 ClickZ

I am not looking to be provocative but I am sick to death of “Content is King” accepted as fact. I beg to differ; I believe that the Audience is King. So much so, that people will bring their content to your audience for a share of the money your audience is worth.

When we buy ads on a particular type of content, we do so to find an audience we have decided (through research or less scientific means) we wish to target. Content is a means to an end, helping us find audiences to market to.

Although social media has certainly made this relationship between content and audience clearer, on the Internet this has long been the case. We have had webmail and other “applications” on the web virtually forever. They are not content, but they have audiences and people have paid to advertise on them since the beginning of web marketing. Read more

Categories: Digital Media News | Tags: , , , , , , , , , , ,

Arguing RTB For Publishers

April 4th, 2011

Adexchanger, 4/4/11

Sell-side platform PubMatic has published another whitepaper which says that private, real-time bidded marketplaces are models for which advertisers are more comfortable – and that publishers should pay attention. Among the findings of the PubMatic/Digiday research, “74% of advertisers prefer to use DSPs and ad networks to target audience.” Nearly 70% of buy-side entities (agencies, marketers, agency trading desk) said they’d prefer to be buying via real-time bidding (RTB), too.

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