When people talk about ‘interruptive advertising’, out-of-home and mobile is the most interruptive of them all, says The Media Native. It disrupts our flow when we’re on a journey and could easily become the equivalent of bad online display; constantly bombarding us with pop-ups and click-throughs. A marriage made in heaven? Perhaps…but it could also lead to a cycle of disillusion if brands fail to make it work for consumers.
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BT has awarded its digital advertising sales contract to AD2ONE, and has partnered with Google to supply the adserving technology and programmatic trading for the new look BT.com and BTSport.com that launches this summer.
Data from an analysis of more than 9,500 campaigns and 13.5 billion impressions during 2012 show that Brits are much more receptive to interactive pre-rolls – with experts suggesting UK ads are simply more creative and engaging than outside the UK.
In a recent survey carried out by QuickPlay Media, over half of respondents selected live TV as their viewing preference over video on-demand – with three quarters admitting to only watching live TV on a smartphone.
What people are interested in is content – not device – and advertisers want to reach those consumers regardless of the screen they use. It’s welcome news then that the new Nielsen Online Campaign Ratings provide advertisers with the window they need to finally optimise their spend at an impression level – and make sure that video messages are aligned and efficiently targeted. By Videology’s Rhys McLachlan.
A new handset-based service by Digitonic will allow high-street retail chains to send information and offers to customers as they pass shops via geolocation technology.
In his latest Mobile Fix, Simon Andrews, founder of Addictive!, looks at the growing battle between Google and Amazon as they go head to head – despite such different business models – in both advertising and delivery.
Simon Stanforth, group research director at Starcom MediaVest, takes a look at why advertisers can benefit from our positive engagement with online video – which is at a significantly higher level than with linear TV, VOD and recorded television.
It has been speculated that ‘iRadio’ will feature audio and banner ads sold through Apple’s iAd mobile network – operating much like an online radio station – putting it in direct competition with existing services such as Spotify and Pandora.
A new study conducted by Rovi and Decipher has revealed that consumers exposed to ads that use the full capabilities of connected TVs experience higher brand favourability, awareness and purchase intent – with American Airlines achieving an increase in brand favourability of 254% in a new campaign.