Results tagged “ESPN” from IABlog
In a din of daily tweets, press releases and stories covering the media space, some stories deserve more attention than others. Here are 8 signs of the times that digital publishers should peruse and ponder as they head into 2014.
It’s been widely anticipated that mobile will overtake desktop traffic for most publishers in 2014. One by one you see brands like ESPN announcing that this milestone has already occurred. Publishers need to be ready for the implications of a mobile first world. New ad solutions and new business models are required. If you don’t have a strategy for mobile yet (and you should), it’s critical you get one before 1/1/14.
With this move YouTube should be poised to capture a large amount of the volume of investment spent on video advertising since they are now being seen as more friendly by marketers and their agencies. Anybody in the video advertising space knows that transacting on Nielsen OCR or comscore VCE is not an easy proposition since it can result in serving ads against impressions that don’t count towards the advertiser campaign goals. YouTube’s move is a big signal that these forms of currency are fast becoming the norm.
It’s important to ask if Yahoo thinks Couric will drive more 18-to-34-year-old news hounds to Yahoo News? Probably not. However it will make it easier for Yahoo News to earn a place in the White House press corps, secure big news gets, and help to continue to position Yahoo as more than an aggregator. Ditto with Maria Bartiromo. Her presence may not drive immediate ratings or hurt CNBC, but it will certainly attract high level exclusives and in the long run, potentially switch momentum.
The expansion of Rolling Stone content into country music is a sign that all publishers (online or off) are looking at new ways to get into businesses that are adjacent to their core business models. Every publisher should be going through the same exercise and making similar moves into adjacent businesses. As other examples of this, CNN recently launched a platform to share Instagram photos direct from the field, called Scenes, and dozens of publishers are publishing their content directly through Flipboard. These are the kinds of innovations each publisher should be seeking out.
In August Google quietly announced that it was going to transact with viewable impressions. The current proposed viewable impression definition is still only a recommendation from the Making Measurement Makes Sense consortium made up of the IAB, ANA, and 4A’s. Google’s running ahead with what they’re calling ‘active view’ as a currency that viewable impressions are something that every publisher needs to pay close attention to because it is absolutely going to become table stakes for ad campaign budgets moving forward.
When hundreds of people descended on Washington to attend the FTC’s review of native advertising it signaled not only that native advertising was big (eMarketer estimates say it’s a $2.36 Billion market) but that it’s something the industry needs to get its act together on and self-regulate. Publishers should go out of their way to make sure readers are not confused on the difference between editorial content and advertising content. Proper labeling is the key. If publishers label paid content as coming from an advertiser, there should be no more confusion. If they do that, there should be no more FTC hearings. The IAB recently released their native advertising guidelines which is a first positive step to tackling this problem/opportunity.
Early in December in New York City a first of its kind summit around the visual web occurred. The “Visual web” feels like it’s the new new thing. One only needs to look at the rise of Pinterest, Instagram, BuzzFeed, Tumblr and others to know that a picture is worth more than 1000 words. Publishers are actively redesigning for feed and gallery formats. Native advertising can be simplified with and an embrace of images over text is a way to communicate this. The emergence of the visual web is a big deal.
While CES is only a few weeks away it’s safe to assume that the Internet of things is going to receive a tidal wave of attention coming out of this massive gathering in sunny Las Vegas. It’s hard to predict what digital publishers will do in this new ecosystem but it’s safe to assume that marketers will be looking for ways to bring their products and services into the home and workplace and non-conventional, non-media driven ways.
In response, we’ve added seven new categories to this year’s IAB MIXX Awards to make sure the best, most forward-thinking work gets noticed. Through the global IAB MIXX Awards, the IAB recognizes the talent that crafts this innovative, leading edge and high impact creative. The new categories give the digital industry more opportunities to showcase how brands and agencies move their business - and the advertising industry - forward.
A successful branded utility campaign has the power to embed the use of the brand into consumers’ everyday behavior—Nike+ FuelBand, the 2013 IAB MIXX Awards Gold winner in Digital Integration—is the perfect example. David’s Bridal recently got media attention for its app that lets brides make wish lists, interact with bridesmaids, keep track of their bridal purchases, plan the wedding party, show her current mood through an icon, upload images, log-in via Facebook and send invites to friends through the social network. Those newlyweds might then move on to using the Chip It! app from 2012 IAB MIXX Awards’ “Best in Show” winners Sherwin Williams and McKinney that lets you match real world colors with paint colors.
Content marketing is increasingly recognized as a new channel for brand marketers. At least two major agencies recently announced new units devoted to helping clients with content marketing development. American Express is well known for its “OPEN” Forum dispensing advice of all kinds to small businesses. Lincoln Motor Company’s “Lincoln Now” site features content that celebrates design, technology and art, and in the process, the company’s 90-year history of making cars.
Augmented reality campaigns take advantage of consumers’ addictive smartphone behavior by creating often game-like apps that communicate brand messages in clever ways. How do you get an adult audience to rekindle their love of Lucky Charms cereal? This year Lucky Charms agency Saatchi and Saatchi created an augmented reality app that sent customers on a “Chase for the Charms,” complete with a $10,000 “pot of gold” at the end of the rainbow.
Custom Mobile Rich Media Display AND IAB Standard Mobile Rich Media Display
With mobile advertising skyrocketing by 111% in 2012 as reported in our recent study, brands are out to take advantage of the landslide shift of eyeballs to mobile. Major publishers like USA Today, New York Times, ESPN and more are hosting rich media ads on their mobile apps, and platforms like Google, Twitter, Facebook and Pandora are drawing huge mobile audiences. Last year the IAB established its first-ever mobile ad standards — the Mobile Rising Stars. Agencies are expressing great creative ideas through these new formats with great consumer and business effect. For example, Dunkin’ Donuts and Celtra used Facebook for a mobile ad using rich media and HTML5 to let users customize their perfect drink.
Retail brand marketers are using interactive in significant ways to drive traffic to their brick and mortar stores. Macy’s created an all-purpose Black Friday app last November that enabled shoppers to preview and get push notification on Black Friday specials, create lists to share with friends and family, direct shoppers toward local store specials and preview exclusive items. The app’s debut coincided with Macy’s holiday broadcast campaign featuring spots with Justin Bieber, Carlos Santana, Martha Stewart and Taylor Swift. The IAB MIXX Awards honor not just creativity but impact and nowhere is ROI felt more immediately than in a retail environment
What’s next? We’ve added one final category to find out:
Can’t be Contained! - Any execution so experimental and innovative that it defies categorization in the IAB MIXX Awards!
Technology is moving fast, and cutting edge agencies and brand marketers are keeping up with it. “Can’t be Contained” offers agencies and brand marketers the chance to submit their campaigns using the latest most experimental, groundbreaking technology. No doubt there are even more forward thinking digitally savvy campaigns on the horizon.
Learn more about the global IAB MIXX Awards at iab.net/mixxawards.
As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.