Advertising

How Blockchain Can Prove Godly for Media and Entertainment in 2018

Posted January 7, 2018 by Abhishek Pandey @ 8:04 pm

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Blockchain has been a phenomenon ever since its release in other sectors but Media and Entertainment can be one sector where it can transform itself into a cosmic phenomenon. It can prove godly for the sector in various ways. Bitcoin made news in the last month of the year 2017 when the cryptocurrency surged past $10,000 mark to a peak of $20,000. There was the launch of Bitcoin Futures and its acceptance by Australian Stock Exchange for stock settlement made it one of the most sought-after cryptocurrencies in the world. So, it won’t be late or wrong that we see the impact of Bitcoin in the field of Media and Entertainment in the year 2018.

Why Blockchain in Media and Entertainment Sector?

 

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Blockchain has been one of those entities which enable a digital marketplace – both decentralized and tamper-resistant altogether. The transactions are recorded chronologically in a distributed ledger which makes it transparent to the users but encrypted so that nobody can change or fake any transaction made on it. ‘Smart Contracts’, which can also be understood as automated transactions through agreed business rules, logic and contract, can also be programmed to make it more connecting. In the Media and Entertainment sector, there is a potential market for Blockchain technologies where participants would benefit from both security and transparency in the field of Payment, funding, monetization and contract enforcement. Let us check out the benefits of the cryptocurrency in the field of Media and Entertainment –

Royalties

It is always a possibility in the Media and Entertainment sector that the producer, distributor, and others do not come to terms as far as the monetary distribution is concerned. Because of sharing and distributions of copies, the music streaming sites and rights holders often struggle to agree on compensation for trillions of song streams leading to legal fights and loss of money. Royalty payment methods can be one of the ways to rectify such mistakes as the Open Music Initiative (OMI) composed of 200 members including Sony Music, Warner, YouTube, Netflix, and Spotify. OMI revealed to CNBC that it is considering Blockchain as a foundational technology. The vision includes a Blockchain-based ledger which contains music assets and their rights holders. Smart contracts can then automate royalty payments based on a song’s consumption including streaming.

Crowdfunding for Creative Productions

Blockchain start-ups across industries marked the uprising in the year 2017 where funding was made through Initial Coin Offerings (ICOs) which cryptocurrency like bitcoin to crowdfund new ventures. This can be used by creative productions to leverage ICOs for crowdfunding. Many of the funding sites such as Indiegogo launched its own ICO platform. So, these ICOs for films and other creative ventures could ramp up in 2018, contingent on how the Securities and Exchange Commission (SEC) applies and imposes securities laws to ICOs.

Digital Advertisement

In the partnership with Nasdaq, NYIAX has recently launched a Blockchain-based ad exchange platform which allows the publishers and advertisers to efficiently trade advertising contracts. Richard Bush, Chief Product and Technology Officer states ‘With Valuable experience in capital markets, NYIAX has a long-term vision to create a more financially rigorous model leveraging fin-tech best practices with advertisement and media.’

 

 

 

 

6 Marketing Trends That Shook the Business This Week

Posted January 4, 2018 by Abhishek Pandey @ 2:59 am

While we were busy having the decent time with our families amidst opening bottles and munching cookies, the market was busy trending with advertisement oriented marketing techniques. From TV streaming to Live Facebook branding, market rotated at a versatile pace this week in the New Year. With the enthusiasm in the New Year, it was probably the better start to marketing trends than the last year given such impromptu decisions. Let us check out the six data-based stories which shook the market and stood in front of us this weekend –

Facebook Live Feature

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It was one of the most inspiring of all the news that broke out this year with Facebook claiming that more than 10 million people used its live features on New Year’s Eve which was a 47% increase if compared to 2016. In terms of cities, Las Vegas and Orlando, Florida were the biggest streamers on this New Year’s Eve. Certain this had a chilling impact on how people celebrated the New Year this year and they were not necessarily watching the ball drop in New York’s Times Square. While Facebook romped up the New Year’s show this time, CNN was not that far behind on viewership. The network’s Eve special with Anderson Cooper and Andy Cohen raked in 1.7 million total viewers in Primetime. This could be one light the TV needed to bring back the aura it had.

Targeted TV Viewership

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As CNN showed, TV isn’t dead yet and its working very fine. Brightline, a company which inserts dynamic and interactive ads into TV, announced a new product which lets marketers target their promos from 30,000 audience segments on streaming services from networks such as AMC, CBS, ESPN and online streaming platforms such as Roku, Apple, Amazon, and Netflix. For example, the marketers can now have that exclusive benefit to zero in on characteristics which match a profile of ‘automotive buyers’.

Tuned In Listener

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The past year has been the year which revolutionizes the Podcast features where people can remain Tuned in as Listener for longer durations. S-Town, the podcast documenting the small town life of John B Mclemore created by the teams at Serial and This American Life was downloaded more than 50 million times. In the same year, Podcasting exploded into a seemingly bottomless ocean of content that Edison Research dubbed ‘the Infinite Dial’ with an estimated 15 percent of Americans listening to podcasts each week.

Top Tweet

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Social Media analytics firm TalkWater was busy surveying the outflow of social media and it came out with the top tweets of 2017 based on engagement aggregating retweets and likes as well. Tweets from Ariana Grande following the Manchester terrorist incident and Wendy’s viral chicken nuggets were the most popular this year. But the tweet from former President Barack Obama, following the racial incident in Charlottesville, accrued more than 71,000 replies and 1.7 million times retweeted and had 4.6 million likes on it. This proves that he is still loved among the masses in the similar ways.

Boom in Targeted Content marketing

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As per the data received from Social Analytics firm Shareablee, the branded content has the power to break through Facebook’s Algorithm. It can rack up twice as many earned media impressions as paid impressions for paid ads. In an analysis of branded content posts from 10 publisher pages, 833 branded content posts received 617,986 paid impressions and more than 1.2 million impressions. To compare, 265 standard ads from 47 brand pages accumulated 375,489 paid impressions and 34,718 earned impressions.

Techy Sales Pitch

As per the data Digiday, Purch, which publishes tech and product reviews, it makes $120 million in revenue with 20 percent or $24million in gross.

 

 

 

Most Memorable Movie Ad Campaigns of 2017

Posted January 3, 2018 by Abhishek Pandey @ 2:00 am

The past yearn was incredibly awesome with some of the biggest hits while some got completely entrenched into controversies. While some movie saw great openings to their fantastic trailers, some got lost in advertisement world’s frenzy tactics. Though this was a rough year for Hollywood as a whole, it can still be termed as one of the most innovative years when it comes to their Ad campaigns. If we take accounts of the sold tickets, it was the worst theatrical summer since 1992 while the worst overall year since 1995.

The latest releases such as Star Wars: The Last Jedi as well as Jumanji brought some happiness to the box office by quickly becoming hits. The former soon left Beauty and the Beast and became the highest grossing movie of the year minting $522 million domestically while the later pulled some families too. But apart from these movies, Hollywood has been seeing it’s one of the worst possible days in the history as the movie-going getting a complete makeover these days. With the presence of digital platforms and other websites and people getting a busier day in and day out, the experiences have changed in the span of last 3-4 years barring those movies that create enough excitement in people through their Movie Ad Campaigns. Some of the movies got their fate completely overturned in a span of few days due to their movie trailers and ad campaigns. Here are some of the best movies Ad Campaigns for the year 2017 in no particular order –

The Lego Batman Movie

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Warner Bros. made one of the best promo videos for its franchise production to promote the 75-year-old legacy of the movie and it was highly unlikely that it would get repeated. After the character which has been voiced by Will Arnett, broke out in the year 2015’s The Lego Movie, it became completely inevitable that he would get his own movie. The campaign was centered to be a cash grab but compiled with humor which would appeal to all audiences and be a welcome, lighthearted change from the super dour Dark Knight of Batman V Superman the year before. I

Colossal

Colossal was pretty much missed when Neon was released in the month of April this year but yet it’s out of the world techniques displayed in the advertisement won a million heart this year. Anne Hathaway plays Gloria; a woman whose life has is not together at all by any means. One day she discovers that she controls a giant Kaiju that randomly appears in Tokyo. It was not a massive campaign and did not attract a big audience but yet the calmness and solidarity displayed won hearts on the online mediums. The movie saw itself sold on the strong word of mouth campaign earned at the festival screenings and received praise from both its heart and dark sense of humor.

Wonder Woman

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One of the finest releases of the year with a lot of international praise, Wonder Woman campaign ran on all eight cylinders from the moment the first trailer was released at Comic-con 2016. The DC flick which was praised internationally for its vigor and strong screenplay portrayed a woman as a super girl and made the impossible seem possible suddenly. Anyone not moved by Diana’s proclamation to protect the innocent or who did not get chills when she walks out of the trenches alone to face the enemy on her own does just not believe. It was one ray of hope that women around the world need to come out of the barriers and do it for the humanity. It emerged as the strongest support base for those women across the aisles who face oppression day in and day out.

 

Filed under: Advertising

Media and Entertainment Stock 2017: Amazon, Netflix Biggest Winners

Posted January 2, 2018 by Abhishek Pandey @ 2:15 am

The Media and Entertainment Stock for the year 2017 has spoken the minds of the market and its astonishing as to how the stocks have performed over the year. As it shows the traditional media conglomerates can’t even match the momentum which has gotten behind the technologically sound and craftily managed digital media sources such as Amazon Prime, Netflix, and others. These companies have a stronghold driving into the content production and distribution fields. The big winners in the Media and Entertainment Stock for the year 2017 have been Facebook, Apple, Netflix, and Google and that’s not surprising as well because these tech giants and conglomerates have completely overturned the Media industry in the recent years. Netflix emerged as the biggest winners of all but Amazon has not been far behind in the race for stocks.

Who was the winner?

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Netflix was the clear-cut winner and remained a darling of the industry in the year 2017 with a huge surge in its global subscriber base. Its closing price on January 3 was $127.49 billion with its shares tearing into the rooftops. Amazon was closer to its media revenue generation and was an instant hit in the Asian Countries as well.

Disney has once again the highest share price amongst all with a big margin over the Hollywood studio conglomerates. But the mighty owner of Pixar, Marvel, LucasFilm, ESPN, and ABC has been battling high expectations and nervousness about a changing business climate and one that goes beyond the traditional media into a more sophisticated digital media genre as well. The stock in this sector gained 3.2% this year after a flat performance in the year 2016.

21st Century Fox, due to its surprised acquisition by Disney, delivered double-digit gains due to inflationary effect of the acquisition. Sinclair Broadcast Group and Scripps Networks Interactive have also closed out the year with a double-digit bounce on the heels of M&A activity. On the other hand, Comcast which had a shoddy 2017 weathered the storm around the year into its core business such as cable and broadband service and NBC Universal’s content operations. It could then make a 16% gain without any big transactions.

Discovery, the buyer of the Scripps Networks, had the worst of all the year among all the media conglomerates and it dropped with an 18% drop. Concerns about the fate of its pure-play cable programming operations, as consumers embrace lower-cost streaming and skinny bundle options, have been a dark cloud over the shares. John Malone, one the long time’s investor Discovery shelled out more than $6.5 million to scoop up more shares. He thus demonstrated his faith in the company and there is more than one way in which he expects the shares to cut roof.

AMC Networks has been facing the similar conundrum about the investor problems in the same way as Discovery. But the home of ‘The Walking Dead’ managed a slight gain for the year making a big improvement over 2016’s 30% plunge.

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AT&T, CBS Corporations, and Time Warner were all down to a single digit while Time Warner and CBS were the top two gainers in the Big Media in the year 2016. AT&T has been handicapped by the uncertainty surrounding its core wireless business and the effort to scoop up Time Warner following the Justice Department’s lawsuit to block the union. Viacom too had a long year after a whirlwind of restructuring to do under the new CEO Bob Bakish. The company was rocked in the year 2016 due to corporate warfare between Sumner Redstone and former CEO Phillippe Dauman. Viacom did see a late-year bounce on the speculation about Media M&A heating up in the wake of the Disney-Fox merger.

 

 

 

Most read Marketing and Media Stories of 2017

Posted December 29, 2017 by Abhishek Pandey @ 1:26 am

2017 has been a year of controversies while still being the year for most the groundbreaking innovation in the marketing strategy as well. There was a sudden rag to richness for some while it was completely opposite for some on the other side of the aisle. What becomes is the astonishing approach it leaves us within the field of marketing, advertising and PR going into 2018 where they can be utilized properly. Here are some of the most read marketing and media stories of 20017 which were instantly recognized –

United Airlines Passenger Fiasco

United Airlines was hammered hard with tweets going over its head over alleged passenger reallocation in a harassing way by one of its in-flight attendants. It resulted in stock price fall for its parent company United Continental as it fell as much as 6.3%  in pre-market trading, dropping $1.4 billion from the now $21 billion company by market cap. What made stories was a twitter trend ‘Boycott United’ proving a boon for other airlines such as Southwest Airlines, Delta, and JetBlue. This made the marketing stories space in the earlier months of the year becoming worldwide ones.

Kendall Jenner’s Pepsi Ad trolled for sparking racial discord

Kendall Jenner made into the limelight when one of the Ads for Pepsi featuring her where she hands a can of soda to a police officer during a peace protest sparking a backlash online in April. The spark spread so much so that it was pulled down by the twitter after some time. The protest in the Ad, which meant unusual and un-purposeful, is attended by Kendall Jenner who heads towards one of the grim-faced police officers and hands him a drink. Some tweets compare the image of Jenner handing the can to the Police officer to the award-winning photo from a Baton Rouge, LA protest against police brutality last July.

President Trump’s $50 St Patrick’s Day Cap with mistake sparks Twitter fun

The criticism of Trump following his presidency win grew louder when the President wore a white cap with a slogan ‘Make America Great Again’ and a plant motif on the back and whose price was $50. This could be a general grossing enterprise but there was a huge mistake in the stitching as the motif sewn into the hat was actually a four leaf clover, not a shamrock which was the traditional motif to have been stitched on the back.

McDonald’s faces criticism for exploiting Childhood bereavement Ad

McDonald’s too made a mark into the criticism fray this year when it was dragged into a criticism this year’s May after its latest advertisement was widely criticized in the UK for exploiting Childhood bereavement. McDonald’s advert implied that the boy had little in common with his deceased father other than their shared enjoyment of McDonald’s. Another McDonald’s story crept up when it changed its staff outfits and people made fun of it saying that it matched the costumes for the Star War movies.

Google and Facebook take 20 percent of total Global Ad Spend

laptop group web internet communication blue electronic monitor brand mail international google converse chat facebook pc network multimedia entertainment global screenshot worldwide www social network networking self help computer searches computer whiz e mail chat room

Google and Facebook emerged as the major player in the Global Advertisement spend and became the world’s largest media owners. According to Media Agency, Zenith’s Top 30 Global Media Owners report, Google’s Parent company Alphabet was ranked at number one taking $79.4 billion while Facebook follows up with gross earnings of $27 billion.

Brad Parscale rakes up $94 million post Trump presidency win

Donald Trump made Brad Parscale his digital campaign director and paid him $1500 to set up his election website during the presidential campaign. At that time he asked for this sum but till the time President Trump won the election, Brad Parscale had racked up more than $94 million. The story which first ran on CBS News got immediate attention and can be perceived to give much information about how much money is involved in the American Presidency campaign these days.

While these Advertisements might show us how the year unfolded but it also shapes up the way the media might be in the power making in the coming year also.

 

 

 

 

 

Did Microsoft Copy PUBS’s Spec Work from a Designer?

Posted December 28, 2017 by Abhishek Pandey @ 2:09 am

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How often have we seen companies lifting design’s directly from the spec designers? Microsoft happens to have gotten into a similar controversy regarding the launch of advertisement for one of the most anticipated PlayerUnknown’s video game Battlegrounds console debut on the Xbox One. One of the fans shared the ordeal on Reddit that Microsoft has lifted their idea for an advertisement for the dame without providing credit or compensation. The complaint skyrocketed on the front page of Reddit with nearly 70,000 upvotes at the times of publication.

Where was the claim made?

The claim was made from someone with a handle of Master who claimed that the recent Microsoft Ad is virtually similar to one they created a month ago. This created a spark when the Microsoft posted the similar ad on its Twitter handle to mark the debut of the popular game on Xbox One console.

This is the image of the Ad created by Master as per their claim –

This is the Image of the Ad tweeted by Microsoft on December 26 which sparked the outrage against its similarity though the tweet was deleted from the Xbox account –

The fan art designer doesn’t claim to have had any authorization to use the game or console’s intellectual property and freely admits to using an image created by yet another Redditor. But the similarity between the ads released by the Redditor and the Xbox was enough to spark the outrage for Microsoft while the claim made by the Redditor soared to the top of Reddit’s front page today and generated a wave of negative replies to the Xbox tweet. While the tweet was deleted by Xbox immediately after the uproar on Reddit, there has been no official response from Microsoft as of yet. The designer asked to remain anonymous but says he or she lives in Munich, Germany.

While some experts believe that a watermark would have done nothing to disclose the privacy of the ad makers. The Avatar seems a little different than the original one while the logo of the Xbox is at a different angle as well as a different color and Microsoft added the crate drop but the general idea was borrowed.

 

 

 

Filed under: Advertising,Company Headlines

Age Specific Job Ad Target: How It Provokes Age Discrimination?

Posted December 25, 2017 by Abhishek Pandey @ 6:37 pm

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British Companies were accused of provoking age-based discrimination through their job advertisement on Facebook which allows them to relay older candidates from seeing the job postings. The advertisement and the publishers were heavily criticized for gestures termed as targeted or class action and are not viable for a society. Shell, a UK based Petroleum company, ran a Facebook advertisement calling for job seekers to be part of a better future restricting the age of candidates who can see those. While it can be completely understood as the needs of longer-termed employees for the company, it received flak for denying opportunities to older age people. The firm had used Facebook targeted-advertisement tool to ensure that only those in the age bracket of 18-35 should see the sponsored post in their feed. This led to a widespread criticism involving Facebook too. Sunday Times found more than three similar companies including the Retirement Firm, who had set age limits on their Facebook posts to restrict who could see their ads.

How Has It Breached The Legal Parameters?

After the Sunday Times posted such article, some of the experts raised the question of whether it is fair for the employers to target specific age groups for job ads especially at a time when the older people have been finding it hard to get the job. The question also included Facebook if it should have made such a tool to exclude a specific age group while posting an advertisement. Some experts in the legal field also asked if the age-targeted job ads are in compliance with the federal Age Discrimination in Employment Act of 1967, which forbids prejudice against people aged 40 or older in employment or hiring situations.

What does Facebook have to say about it?

Facebook, which has been widely criticized on many occasions this entire month, let out a defense statement which read, ‘Used responsibly, age-based targeting for employment purposes is an accepted industry practice that helps employers recruit and people of all ages find work’. The company did also mention that it has been protected by the Communications Decency Act.

LinkedIn also clarified on the issue saying that it now has a self-certification step in its tools which requires the employers to declare that they will not discriminate based on age if they are creating job ads while Google said it will still permit the practice

Who were the defaulters?

Apart from Shell, three other firms were found to have been using the similar practice of barring a certain section of people from receiving the job ads. HubPost targeted people with age group between 27 to 40 years and it did come out with an apology statement right after the criticism went viral. It labeled the ads as a mistake for using the Facebook’s age targeting feature for a job advertisement.

Ellie Bothello, HubSpot Spokeswomen, in an interview to BostInno said that the job listing was posted on various sites including the company’s website and that it was one of the several paid experiments the company ran between October and November. ‘Use of the targeted age range selection on the Facebook ad was frankly a mistake on our part given our lack of experience using that platform for job postings and not a feature we will use again’, she added.

Filed under: Advertising,Agencies

Aggression Is the New Key to Winning Clients in 2018: Survey

Posted December 20, 2017 by Abhishek Pandey @ 3:18 am

The face of the industry is going to change and it changes for good. More complex market algorithms, a wider influence of technology and change in consumer behavior has forced the brands and their marketing teams to change tactics in the coming years in order to win clients. The changing atmosphere around the agencies and marketer landscape has significantly impacted the way agencies now find new businesses. It has been proved time and again that referrals and networking no longer drive the success of the firm. Once the champion of marketing, referrals have dropped their market value over the years. it was a time when the industries used to work their contacts, and there was less of a need to actively and proactively search for new business. Agency principals would network, the Phone would ring with a new referral and the business would grow. But this is not the case anymore since the market evolved with the behavior of the user.

The trend has shifted to companies going after fewer Agency of Record (AOR) opportunities. The bigger companies have also come under the radar for using this opportunity. There are fewer marketers as big conglomerates have consolidated their business and cut down on the number of staff. In the year 2011, the number of agencies using referrals as a primary business source have fallen down to 71 percent from 94 percent in the year 2007.

Why the disbelief on Referrals?

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As per the survey, a major belief of such decline in the referral marketing is because most of the companies have started using in-house agencies to manage their business. In-house agencies are the team which a company hires for focusing on the advertisement of their own product. This is the team which is responsible for handling the advertisement of the brand and they are owned and operated by the company itself. They work closely with the marketing team and come up with creative promotional campaigns for the brand.

It is better to have in-house agencies than to outsource the advertising network because of the two factors – a) they cost friendly for the companies as they are their own brand and b) the growth of social, digital and mobile marketing requires a quicker and nimbler response. More than 67% of the companies now have in-house agencies that look after their requirements. This trend is reaping benefits for the company and hence it is not going to reverse itself in a couple of years’ time.

With more agencies now operating inside the companies, there are fewer opportunities for marketers to be exposed to outside firms thereby reducing the number of potential referrals.

Growth in the Project Sampling

While the growth of in-house agency is worrying, the dynamics of project work versus retained work has also shaped some of the queries of the businesses. This year, 41 percent of the agencies state that most of the businesses they received were in the form of project work.  We suspect what is driving this growing trend to push out project work, versus assigning a single or a couple of AORs, is the fact that there are simply so many agencies knocking on the doors of marketers.

What should a standalone agency do?

Well, it is not end all for a standalone agency because there are potentially many unearthed methodologies they can adapt to win back their business but aggression will always be the key to the enhanced market. With referral marketing gone, there are some of the ways in which they can revive themselves:

  • Be a PR firm and define your practice areas carefully.
  • It is important to be relevant and thus be important for the business else why will they involve you?
  • There should be politeness yet persistency in your approach to the business houses.
  • Do not try to imitate others. Be yourself to win back customers to your business.

 

 

Filed under: Advertising,Brand Marketing

Viewability – The Future Advertisements Checker

Posted December 15, 2017 by Abhishek Pandey @ 12:31 am

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Viewability of Advertisement had never become so important than the current times when the market and the publishers are feeling the heat of merging their interests with that of the consumers. A displayed or served advertisement serves no purpose till it is viewed regularly by a long line of masses. The shift in the advertisement industry post the change in user behavior is astonishing and the publishers are rushing to catch up. In these times Ad Viewability becomes of central importance-an online advertisement metric that tracks seen impressions rather than served or displayed impressions. For example, if an ad is placed in the bottom of an article or a website, the user will only see the advertisement if reaches the bottom of the article. If the user does not scroll down, the ad is not viewed and the ad is not counted under the Viewable impression. Many of the Advertisements on the web never appear on a screen and their impression does not get counted at all.

So, how is viewability of advertisement impacted then? Let us find ours through a survey conducted on its display advertisement platforms including Google and DoubleClick. Some of the breakthrough points which impact viewability are as follows:

State of Publisher viewability

Often a small number of groups of publishers serve most of the non-viewing impressions. 56.1% of all impressions are not seen as viewable impressions and thus are null in order. But the average publisher viewability is around 50.2%. The figure is inconclusive of the result that they produce. While their ad viewability should be high, their own viewability should be correlating enough.

Position of Ad on the Page

This is the most important aspect of viewability these days. With a buzz in the internet world and users going all frenzy, it is important the ads get posted at the right place in the right frame. If the user does not get to the bottom of the article or the page, he won’t be able to see the Ad and its viewability will be impacted. The most viewable position in the page fold is the right above the fold and not on the top of the page. If the user gets interaction with the Ad first, it is highly likely that he will get frustrated and might bump out. So, right place and right frame are a must have necessity.

Size of the Ad

Not only the position of the Ad but also its size matter a lot when we count on its viewability. The most viewable ad sizes are the Vertical Units because they stay on the screen for longer times. The aptest size of the ad remains at 120 x 240 while the next best size for the Ad remains at 240 x 400. 160 x 600 size ads are also in use these days while the users completely abandon the ad sized 300 x 250.

Ads always viewable when posted above the fold

It was found that the ads were always visible when they were posted above the fold. 68% of the ads are nowadays posted above the fold that gets them viewable impressions. But it is also ironical that not all the above fold ads are visible while some of the below the fold ads are also visible. This is pure mysticism of the user behavior or the quality of Ads! Well, who knows!

Viewability varies across the industry

If that is not popular, that is not ad worthy. This is the line which gets through the publisher’s mind while publishing ads. A better content oriented website has more chances of getting good impressions than those with more hobby or leisure-oriented ones.

 

 

 

Filed under: Advertising

Target Advertisement: How Travel Brands are shaping their Ads?

Posted December 12, 2017 by Abhishek Pandey @ 4:13 am

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With the Christmas, Easter and New Year around, the travel world is an incomplete buzz with travel agents and companies working overtime to make sure it goes well. With holiday season and planning in full swing, the travel world seems to have suddenly come out in life with mesmerizing advertisements coupled with holiday packages and gifts. Though holidays are a time of enjoyment and being happy about it, it is more happening when spent with family. America, on the other hand, have more sort of those travelers who get to reunite with their families during this season and so travel brands have much in store for them.

So, much like the retail shoppers who bloom during the festivities, the Travel advertisers have swung back into life making merry of the situation for Christmas and New Year holiday celebrations. When it comes to moving out on a trip, the consumers have certain lists of demands which they need addressing from the consumers.  As the consumers and travelers have become more price-conscious, tech-savvy and flexibility oriented while asking for more measures, the Travel Brands have articulated more challenging measures to fulfill those demands. While they need to address these demands of users, they also need to bring in more innovative measures to appeal to multiple-demographics and enhance the overall experience of the users. It is desired of them to make the travel experience more diverse and as seamless as possible.

This Advertisement by Transfarency impacts those travelers who are cautious of their spending in travel.

Now, in these scenarios, the travel brands in conjunction with their Brand Advertisers have more digging as well as a more deep understanding of these values. In other words, target advertisements must be gathered in order to make the consumers feel special at every stage of their journey.

How has the TV Advertisement changed in times of target audience?

When the articulation of demand of every audience is made, it is certain to give some patterns and changes to look into. Traditionally, the TV Ads needed the marketers to depend only on the contextual placements in order to determine favorable audiences for their Ads but as it has evolved in these times, the marketers and advertisers have been able to identify the commonest demand and serve specific advertisements to relevant target audiences. For example, those who have a knack for visiting historical sites or beaches could now be specifically targeted now. Advertisers will then use their selective judgment to formulate ads keeping their demands on it.

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It was estimated by eMarketer report that the number of addressable or targetable households in the United States will be 74 million by the end of 2017. And this means that the Travel advertisers will now be able to bring in more selective ads to entertain their market and thus have their both hands in profits.

 

Filed under: Advertising,Brand Marketing
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