Just when digital marketers were getting excited about comScore’s latest report, which showed U.S. online ad spending reaching a record $12.1 billion in the fourth quarter of 2013, fueled by video advertising, The New York Times had to go rain on the parade. This past Sunday, in a piece titled “The Great Unwatched,” the Times pulled no punches in explaining how most digital video ads are never seen.Read Article
The dream of tech companies is to knit together a seamless, integrated system for our gadgets, phones and TVs that works for humans and one data pool that assists marketers. This is why Amazon, Apple and Google keep attempting to build a single interface to rule the digital screens spread throughout your home. The only problem: Humans don’t want that.
In the 1960s, anthropologist Edward T. Hall and psychologist Robert Sommer discovered three distance fields in which humans take in the communications…Read Article
One of the great ironies of marketing is that while organizations worry continually about customer loyalty, economists provide scant help in thinking through the levers of a loyalty program. The presumption of economic theory is that people conduct transactions rationally to maximum perceived value (profit) and minimize perceived pain (loss). So most marketers try to build loyalty by giving what they think is economic value (say, coupons or points programs) or using subscription agreements that maximize the pain of leaving.Read Article
Like early-1800s railroad engineers trying to figure out the optimal width for track gauges, gadget makers in the 2010s are frantically experimenting with wearable technology. Nike put a “+” sports sensor into sneakers. Google launched Glass heads-up eyeglass displays. Disney research labs has announced Touché, a technology that can turn any surface — clothing, water, your leather couch — into a touchscreen sensor. Reebok has headgear that tells football players when they’ve taken too big a hit. Wearable is the new gadget gold rush.
If you work in digital, every few months you hear of another study pointing out most digital ads are never seen. Commentators with antipathy toward banners respond with blog posts such as “Astounding News from Moronsville,” in which the charming Ad Contrarian Bob Hoffman wrote, “You simply cannot make this s**t up.” Alas, you’d think Zuckerberg would walk away and start an auto body shop.
Nope. Global digital ad spend is predicted by eMarketer to rise to $132 billion in 2014. Why? Because it is working better than comparable advertising channels.Read Article