One of the most interesting, refined startups I've seen in the "rewarded, opt-in" ad marketplace is Dabbl, an app that pays users a 5 cents credit per completed engagement. When users accrue $5 worth of value, they can redeem it for a gift card. Dabbl is all about testing, learning and delivering the best ROI possible for both sides of the marketplace: consumer and brands.
New scientific research indicates video may be less effective than standard or animated banner ads in terms of actually seeing or experiencing an ad's exposure. The research, conducted by Media Science for a study commissioned by Kargo, utilized neuroscientific methods to measure the biometric responses of 218 smartphone users to three ad formats: standard banners (300x50 and 300x250), animated units, and video units (various sizes). It should be noted that Kargo markets custom-animated units to the ad industry.
A real-time video dial-test of nearly 2,000 American viewers shows a polarization of responses to Nike's controversial Colin Kaepernick ad.
Weeks after a renegade digital ad exchange was forced to stop using a questionable new method to capture hundreds of millions of dollars worth of programmatic buys from advertisers, it's already thinking about resuming the practice. The method, which has been dubbed "bid-caching."
Data consumption per broadband household grew by nearly a third year-over-year, but it grew much faster among households still paying a flat rate to broadband providers.
Of all the existential issues Madison Avenue has had to grapple with in recent years, none seems so antithetical as new models that effectively bypass media altogether and treat the consumer as their own, first-person medium. And by that, I mean a "paid" medium. The industry has begun putting new-and-improved labels around the concept, calling it "rewarded," "opt-in," etc, but the bottom line is they are models in which an advertiser pays a consumer directly for engaging with and completing an ad experience.
They say a picture is worth a thousand words. But when it appears adjacent to the wrong editorial content, it can cost millions.
Do the math in media-buying terms, and clinical trial studies likely have one of the highest effective CPMs in the media business: $8 billion divided by 1 million successful trial participants = $8,000 per person or an $8 million effective CPM.
Thanks to a good friend who develops high-speed trading systems for Wall Street, I was a little ahead of the curve on the implications for blockchain trading on Madison Avenue. But I still don't get the push to float new cryptocurrencies to enable it, especially, when the old-fashioned one -- money -- still works fine.
An influential Wall Street analyst this morning predicts the industry's dominant players will report strong second-quarter results this week, but warns that digital's incremental advertising boon may be poised to stall. "There are many reasons to look at digital advertising through a negative lens at the present time," Pivotal Research Group's Brian Wieser writes in a note sent to investors this morning. "Digital advertising has had many problematic elements placed in the spotlight over the past few years (i.e. measurement, attribution problems, potential consumer toxicity, brand safety issues, market dominance by two companies, etc.), and many marketers are only now ...