EdgeRank costing publishers millions in lost revenue

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Facebook Edgerank, the social network’s ranking algorithm that displays content based on relevancy, is doing more harm than good to online publishers.

After sampling 30 digital publishers, media intelligence company AdClarity determined that these publishers are the victim of a $350 million shortfall in advertising revenue thanks to Facebook’s algorithms.

The figure stems from AdClarity coupling its own publisher data, that revealed their collective revenue was a...

Google Contributor: Biting the advertising hand that feeds?

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Imagine a world wide web without popups, banners, prerolls and takeovers. As a marketer it is a difficult environment to fathom from a monetisation perspective, but it is a concept Google is investigating with the launch of Contributor.

Think the Adblock browser extension with an added revenue-earning element for sites. Google Contributor is an experiment from the search giant where internet users can pay between $1 and $3 a month to browse a site with no Google ads.

Media real...

By Simon Holland, 21 November 2014, 0 comments. Categories: Advertising, Advertising Technology, Content, Publishing.

Is Samsung's iBeacon contender Proximity a headache for retailers?

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Samsung has announced mobile communications solution Proximity, a rival to Apple’s iBeacon, but could the requirement of a different beacon technology for each handset manufacturer cause problems for retailers?

Proximity is a mobile platform not unlike iBeacons. It lets visitors to a specific location view rich, relevant content and allows advertisers to target those consumers with more pertinent campaigns.

The main difference between the two products is that Proximity operates...

By Simon Holland, 18 November 2014, 0 comments. Categories: Advertising, Consumer, Location, Mobile.

Print vs mobile ads: Which is best for engagement and recall?

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Mobile and print-based advertising may serve to slightly contrasting audiences, but there are similarities in how the readers of each platform react to marketing.

In a bid to challenge the view that platforms drive behaviour rather than content, News UK Commercial performed a study examining the differences between how readers of the paper-based version of The Times compared to those that engaged with the mobile edition.

News UK reported that memory coding, the first step brains...

By Simon Holland, 17 November 2014, 0 comments. Categories: Advertising, Data & Analytics, Mobile.

What are the five pillars of personalisation marketing?

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Most people look at personalisation marketing as a new and recent addition to the digital marketing mix, but this is an incorrect and dated view. Personalisation marketing has been around at least in principle for more than 25 years. In fact I developed one of the first personalised marketing programmes for Heidelberg USA more than 20 years ago.

To determine what has changed and what has transferred this “legacy” technology into the modern digital world of marketing,...

By Thaddeus Kubis, 17 November 2014, 1 comment. Categories: Advertising, Consumer, Customer Experience, Strategy.

Havas and Sky release mobile ad measurement trial findings in case study

Nationwide, Domino’s and Birds Eye have taken part in mobile advertising measurement trials on a selection of Sky’s websites, with the results now being made public.

Havas Media Group and Sky Media, the two companies behind the research, discovered that the best results were often gained by ensuring creative was intriguing, fun and interactive so it was able to stand out on the page.

Research agencies Differentology and On Device Research supplied detailed feedback on how the three brands fared...

By Simon Holland, 13 November 2014, 0 comments. Categories: Advertising, Analysis, Case Studies, Consumer, Design, Research.

Yahoo bulks up on video after $640-million Brightroll acquisition

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Programmatic video ad platform Brightroll has been purchased by Yahoo in a $640 million cash deal.

News of the acquisition broke on Yahoo’s Tumblr account where CEO Marissa Meyer talked up the deal by describing video advertising as the next evolution in display marketing technology.

“Video is display 2.0,” she said. “It’s what brand advertisers love. It’s a format that elegantly and easily transitions from broadcast television to PC to mobile...

By Simon Holland, 12 November 2014, 0 comments. Categories: Advertising, Mergers and acquisitions, Programmatic, Selling, Video & Audio.

Ad fraud targeted by AppNexus-led certification

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Online advertising technology company AppNexus has partnered with a host of industry big hitters to create a new classification standard that the group of businesses hope will eradicate fraud.

DoubleVerify, Integral Ad Science, Microsoft, PubMatic and Xaxis have all joined forces with AppNexus to create a standard that will identify safe and trusted inventory on the internet.

Fraudulent ad impressions mostly stems from bot traffic where computers hijacked by viruses mimic human...

By Simon Holland, 10 November 2014, 0 comments. Categories: Advertising, Campaigns, Programmatic, Selling.

How consumers still believe retailers are dual pricing

The variation between online and offline pricing has long been a bone of contention between retailer and shopper.

In the early days of e-commerce price differentials between online and store was common practise but in today’s omnichannel world it can be extremely harmful to a brand to be seen charging different prices across different shopping channels and it’s a practise many retailers have abandoned as a result.

A new report from Displaydata suggests that more than three quarters of shoppers...

By Liz Morrell, 07 November 2014, 0 comments. Categories: Advertising, Advertising Technology, Consumer, E-Commerce, Selling.