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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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.
Telefónica’s global director of advertising, Shaun Gregory, argues that as advertising technology starts to ramp up, every form of media will be brought kicking and screaming into the new world. But for the outdoor and mobile environments, where a promising new partnership is blossoming, we need to ensure that the ‘natural marriage’ is not just one of convenience…
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.
The growth of mobile has been monumental and for many people has become the main route to the Internet rather than the desktop PC, writes Chris Forrester, Commercial Director at Primesight. And with the continual rise of mobility we are starting to see how Twitter and out of home advertising could come together as perfect bedfellows…
We are headed towards a digital future with just three media – video, text and audio – delivered across screens of varying sizes, yet ‘TV’ and ‘radio’ still have very strong connotations. So how should we change our definitions in a connected world? Richard Marks of Research the Media investigates…
Newsline recently spoke with Tom Barnett, MD of real time advertising start-up Switch Concepts and asked how the RTB process is evolving, the impact new technology is having on the sector and what challenges online video and mobile advertising face.
From publishing to advertising, a new report from PricewaterhouseCoopers shows there is cause to be optimistic about the UK’s media sector – and even the decline of magazines and newspapers is expected to ease off between now and 2017. Raymond Snoddy takes a look at the figures and notes that confidence begets confidence – and in the end becomes self-fulfilling…
While Netflix’s recent foray into original programming has generated at lot of positive PR, the business case for them to effectively become a studio has yet to be made, argues Shaun Austin, Director at YouGov Media. Netflix – and others – would be better off spending money investing in getting TV series into their catalogues sooner and providing customers with the current content they want to see. Until then, that remains with TV.
Harnessing the spirit of Victorian adventure, Route’s James Whitmore recently set off to Romania for the annual conference of the European Media Research Organisation. So what did he discover from our European neighbours? Ground is, thankfully, still being broken but audience measurement continues to face some serious challenges…