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Early results suggest advertisers are going to start taking Instagram VERY seriously

Those with media jobs in mobile adver­tis­ing agen­cies who are skep­ti­cal about Instagram’s recent, much-vaun­t­ed for­ay into adver­tis­ing might want to think again: ear­ly results sug­gest that it’s going to be a valu­able plat­form for adver­tis­ing. Why mobile adver­tis­ing agen­cies will be tak­ing Insta­gram seri­ous­ly Brands which adver­tised through the pho­­to-shar­ing inno­va­tor saw their aver­age ad recall leap three­fold in Novem­ber, and four cam­paigns achieved increas­es in brand aware­ness of 10 per­cent. Ben & Jerry’s man­aged to reach 9.8 mil­lion 18–35 year olds in the US in 8 days, while Levi’s reached 7.4 mil­lion 18–34 year olds in 8. OK, so that’s not nec­es­sar­i­ly hard evi­dence of ROI, but it’s cer­tain­ly “promis­ing,” to bor­row Instagram’s under­state­ment. Intrigu­ing­ly for peo­ple with an inter­est in mobile phones adver­tis­ing, Insta­gram looks like­ly to take share away from TV and pub­lish­ing rather than from Google. Adver­tis­ers tra­di­tion­al­ly turn to plac­ing ads on TV and mag­a­zines when they want to plant a mem­o­rable mes­sage in the minds of mil­lions of peo­ple. But if Insta­gram can achieve the same kind of result – gen­er­at­ing demand as opposed to ful­fill­ing it à la Google — they may well soon start mov­ing some of their mar­ket­ing spend in…

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Mobile advertisers target TV programming above all for their ads, says new report

The month­ly Score­card for Mobile Adver­tis­ing reach and Tar­get­ing (S.M.A.R.T) Report from mobile adver­tis­ing com­pa­ny Mil­len­ni­al Media is becom­ing required read­ing for any­one with media jobs in mobile adver­tis­ing agen­cies; and the lat­est edi­tion, which cov­ers trends in 2012, shows that mobile ads placed around TV pro­gram­ming are soar­ing in pop­u­lar­i­ty amongst adver­tis­ers. The report, which uses data from Mil­len­ni­al Media’s own cam­paigns and plat­forms, gives reg­u­lar snap­shots of the major trends in mobile adver­tis­ing – not just where mar­keters are putting their mobile adver­tis­ing dol­lars, but how con­sumers are respond­ing. And the lat­est shows TV pro­gram­ming to be far and away the most pop­u­lar enter­tain­ment cat­e­go­ry amongst brands deploy­ing mobile adver­tis­ing cam­paigns (oth­er enter­tain­ment cat­e­gories include motion pic­ture releas­es, videogam­ing, video stream­ing ser­vices, books and mag­a­zines, DVD releas­es, music, and con­certs, events and attrac­tions). The rise of enter­tain­ment in mobile adver­tis­ing  Enter­tain­ment in Mil­len­ni­al Media’s third largest plat­form was pipped to the post by retail and con­sumer goods. And in 2012 it leapt by 91 per­cent on the pre­vi­ous year, with TV pro­gram­ming attract­ing 27 per­cent of the ad spend (books and mag­a­zines, the sec­ond most pop­u­lar entrain­ment cat­e­go­ry, cap­tured 17 per­cent). Third place in enter­tain­ment went to motion…

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Is the Do Not Track Decision the Beginning of the End for Microsoft Advertising?

Adver­tis­ers have been bay­ing for Microsoft’s blood this week fol­low­ing the soft­ware giant’s announce­ment that its lat­est brows­er, IE10, will auto­mat­i­cal­ly default to Do Not Track. This lat­est move comes after months of wran­gling between adver­tis­ers and Inter­net com­mu­ni­ties to imple­ment an opt-in Do Not Track (DNT) func­tion across all browsers by the end of 2012. By mak­ing such a stri­dent ges­ture, Microsoft may well have set a prece­dent and in doing so could poten­tial­ly be wav­ing good­bye to any ad sup­port for its prod­ucts going for­ward. Imme­di­ate Dia­logue Request­ed Even though adver­tis­ers have begged Microsoft to renege on its deci­sion, and despite the best efforts of Joe Liebowitz, the Fed­er­al Trade Com­mis­sion­er chair­man, Microsoft dug its heels in and defend­ed its strat­e­gy. Cor­po­rate VP Rik van der Kooi said: “Microsoft has a clear point of view around con­sumer pri­va­cy that is expressed through the acti­va­tion of the set­ting in Inter­net Explor­er 10. “Instead of debat­ing whether DNT is “on” or “off,” we should redou­ble our efforts as an indus­try and edu­cate con­sumers about how adver­tis­ing pays for the free Web expe­ri­ence we all now enjoy; how much rich­er people’s Web expe­ri­ences can be if they share their data with…

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