ad age

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AD AGE: AD Buyer’s Guide

I did this set of spots for an AD AGE guide to buying “programmatic ads.” These were for a glossary section defining the terms of the trade. (Namely: “AD FRAUD,” when advertising sellers use bots to rack up click rates, “GEO TARGETING,” “USER/DEVICE ID’s,” two ways advertisers use our information to target a specific demographic.) Thanks to Jesper Goransson for the assignment! 

Girl-Powered: Elizabeth Banks’ Comedy Site Is Open for Business and Brands

Star’s Female-Driven Content Platform WhoHaha.com Debuts as Women’s Issues Reach Critical Point in Marketing, Advertising, Entertainment and Tech…

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WhoHaha has been in the making for a long time and I’m deeelighted to break the news with Advertising Age! Read more about what went into this snazzy new project and don’t forget to check out www.whohaha.com

Got hope? These media folks do.

“If the media industry had a Song of Itself, it’d be all weeping violins, minor keys and martial drumbeats. It would remind us every day of the dark forces out there that should make the content business an unsustainable, even deathly pursuit: over-aggregation. Content farms. Penny-pinching readers. Advertisers who’d rather make their own content than be patrons of someone else’s. Declining CPMs. The ascendance of distribution platforms that promise new tolls and controls as fast as they promise new markets. It goes on. We can’t go on. We go on.

To call out the brighter notes, however…”

- Ad Age


Whew. What an intro. I’m just happy to hear there are brighter notes. What follows this grim opening is a lengthy list of the media industry’s top dogs talking about why they have hope for the future. It’s interesting – go read it on Ad Age.

Watch on interrobangbangbang.tumblr.com

“When a woman’s at the wheel…”

Social Media: Reaching Your Demographic

Nailing a demographic for social media use is the million dollar question for all advertisers. “What sites are the 18-24 group using? How can we reach them best?” These are questions we often ask ourselves. AdAge took a stab at trying to help all social media guru’s understand the main demographics of the big two: twitter and facebook. It also takes a peak in the former powerhouse, myspace (or more commonly my|_____|). Let this help you when gauging your reach. Also, if you are at a loss, look into some other budding social networks and social apps, such as spotify, google+, and foursquare for your reach.

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amplify.com
Pharma brands rank lowest in social media

So you want more proof that social media may not be the right channel for prescription drug brands ? Well according to a study commissioned by Ad Age 6 of the bottom 10 social media brands were prescription drugs. FDA guidelines really don’t mean a hell of lot to an audience that is waiting for just one good reason to talk with a pharma brand on social media.

That’s what a 9am celebratory breakfast toast looks like! Big #props to 360i on getting recognized for being so awesome:

 

Employees at 360i’s five offices (in New York, Detroit, Chicago, Atlanta, San Francisco) cite the company’s entrepreneurial culture as a huge draw.

360i’s management encourages volunteering and social responsibility by partnering with charities and organizations such as the Atlanta Food Bank and the Harlem Children’s Zone – partnerships that also foster co-worker bonding. The digital-only shop – which has grown its workforce substantially in recent years to work with clients such as Kraft Foods, Coca-Cola and NBC Universal – hosts the internal “Make Your Mark” awards program to encourage great ideas and reward results. It also likes to try to realize quirky ideas, such as the world’s first tweeting bar, a project that leveraged both the shop’s tech ingenuity and its social-media mindedness.

“I always feel like I’m part of something bigger, something exciting, and that is something that motivates me every day at work,” wrote one employee.

I’d wholeheartedly agree with that. There’s something ineffable about what makes a culture feel vibrant & authentic, and 360i has it. It’s so interesting to me that all of Ad Age’s list sort of circles around those hard-to-define qualities. 

(Quote from Ad Age; snapshot by @steviedove)

More Talk of Margins

Ad Age followed suit today by joining in the growing discussion over profit margins vs. brand equity as businesses evolve in new ways digitally.

My last post discusses thinner margins as strengths for Hulu and Amazon in getting ahead of more traditional companies with outdated business models and methodologies. Today, though, Ad Age introduced the counterpart: some of the companies who are getting slammed for too-thin profit margins.

Who seems to be in trouble here? 1.) Traditional consumer players who are being forced to compete with more agile models (CPGs, Banks); and 2.) online companies who have seen spectacular growth and who now also answer to Wall Street. As an example, even Netflix, arguably one of the more successful online business based IPOs, demonstrated growing pains with their hikes in subscription fees recently, all in the never ending pursuit of higher stock values.

So this begs the question: Are thinner margins really the secret to successful digital business models? Is it a strategy that will only ever work for private companies?

As always, I’m interested to watch more of these stories unfold.

adage.com
Facebook testing real-time ads

Imagine posting a status update on Facebook about how your baby is starting to eat solid foods and immediately seeing an ad for Gerber on your profile.  Targeted ads on Facebook are not new, but if Facebook’s latest test is successful, advertisers could be able to get their messages to consumers in real-time. 

Facebook began testing an algorithm to mine real-time conversations just this month on 1% of its users worldwide (while 1% doesn’t seem like much, that is a 6 million person test audience).  The goal is to match up keywords in real time conversations to existing ads in the database and push them out to the user.  Facebook has stated that the test will go on indefinitely which indicates it will continue to be rolled out to a larger percentage of the user base.

The million dollar question with real time targeting is, will it work better than the current targeted ads?  I know that for me personally, I’ve become pretty adept at ignoring Facebook ads and just focusing on what is happening with my friends.  However, every once in awhile, an ad catches my eye and I’ll sometimes click on it.  As I thought about when those moments are, it is typically when I’ve been in the mood for something.  For example, just last Friday I saw an ad for wine discounts about an hour before I was heading out to a wine tasting.  Since I was already thinking about wine, it makes sense that I noticed the ad.  So, real-time targeting could be the key to making Facebook ads more impactful and efficient.

http://adage.com/article/digital/facebook-test-mines-real-time-conversations-ad-targeting/149531/