Entries Tagged 'Advertising' ↓

Techcrunch just announced that Virgin America will start to broadcast Revision3 shows like Diggnation on their airplanes.
This is another major win for web video that shows that web video is not just about taking TV shows and put them on the web, but also about great content produced first for the web.

Even more interesting is the fact that the original ads that appear in the shows on the web will also be used on the flights. Will this push more mainstream advertisers into video ads?

Personally I always claimed that the real revolution is not about the big studios making their shows available on the web, but about web content going out of the web into the old mediums like the radio, newspapers and TV.
Think about it - The best articles and audio shows are already in blogs and podcasts. Why can’t we consume them in the old media (that lets face it, it is still more convenient in a lot of situations)?

This week in the DLD Hubert Burda said that their business is attention. Basically all advertisers are in this business - how you attract the attention of the consumers to your customer’ product?
As any manager knows, in order to manage a successful business you got to be able to measure yourself very accurately. So the question of course is - if you are in the attention business, how do you measure the attention of the users?

This is a huge question that many companies are trying to answer these days. We at NuConomy think that we have a very unique answer to this question, but of course there are also other companies who came up with their own solution for this.
2007 was the year that basically everyone agreed that it’s about time to stop just counting on page views numbers and fins some new metric. Some call it attention, some call it engagement. No matter what’s the name, the idea behind it is to better understand how the user actually interact with web sites. Meaning, not just the pages he visits but also his interaction inside those pages.

Although companies such as us and others are already offers some solutions to this new measurement needs, big advertisers still have to deal with two major problems:
The first is the fact that there is still no standard to this new metric. And if there is no standard, you can’t compare yourself to your competitors or even between different campaigns across different ad networks, sites and platforms.
The second problem is how to correlate attention data from the real world, to the attention data collected in the digital one. If you deploy campaigns in the web, TV and billboards, how can you track a person activities on the web and in the bricks and walls shop and understand this is the same person.

I don’t believe 2008 will bring us the answer to the second question, but as for the first I will guess that by the end of the year, we will get see emerging new standards and terms coming from the IAB.

For the first post in our new blog, I wanted to address one of the issues I think are most important in today advertising world.
If you’ve been to a long term relationship, you know that one of the most important things is to know how to listen. No, I don’t mean to look like you listen while still watching the game on TV, but to really listen and understand the needs of your partner.
Unfortunately many advertisers don’t understand that although there is no sex in the end, they are still also in a relationship with their customers.
In this hilarious video Microsoft pin point this crucial problem - most advertisers keeps telling us what they think we want to hear instead of listening to what we really want and need. And yes, if we all just stop for a second and really listen we will find out that our users are telling us what they want all the time in many different ways.

Advertisers need to stop the race of page views and unique. These metrics simply don’t tell you the all story. It doesn’t tell you anything about the users’ needs and intentions. The industry should adopt a new model of engagement that will show how users are interacting with brands and ads and how engaging their experience was.
The ads themselves should become much more interactive and allow information to go two ways. Ask users what they want and you’ll be surprised how many of them will take the time to answer.
And of course ads should get much more relevant. How many times you watched a video on the web and had to sit and watch four commercials for baby food when you don’t have a baby?
In the last year behavioral targeting technologies got better, but we still have a long way to go to make it really work. Again, in order to make targeting better, we need to be able to listen to the user in much more than just recording the pages he visited.

In a world where advertising takes a bigger and bigger role in our life, advertisers need to wake up before it will be too late, because like in relationships, trust is something that is very hard to win after you lose it.