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Media Rating Council gives green light to new online advertising viewabilty standard

Ad indus­try group the Media Rat­ing Coun­cil is to shake up online adver­tis­ing in a move that should ben­e­fit online adver­tis­ing agen­cies, adver­tis­ers, brands and con­sumers alike. Cre­ative art direc­tors and tal­ent­ed account man­agers with media jobs in rep­utable online adver­tis­ing agen­cies will almost cer­tain­ly approve of the new mea­sure, which should help ensure that agen­cies and adver­tis­ers only pay for ads that have actu­al­ly been viewed by the human eye. Why “served” ad met­rics cheat art direc­tors  For too long, an online ad has been count­ed as an impres­sion that must be paid for sim­ply because it’s been “served”, even if it’s nev­er actu­al­ly been seen. That can hap­pen either because it’s appeared out­side the vis­i­ble part of the screen or, more inex­cus­ably, because it’s been embed­ded behind a pix­el so that it’s impos­si­ble to view. Art direc­tors and account mangers alike will have been frus­trat­ed by con­sis­tent research find­ings sug­gest­ing that between a third and a half of online ads don’t actu­al­ly get seen by any­one because of absurd “stan­dards” that per­mit prac­tices like this (per­haps anti-stan­­dards would be a more accu­rate term). But that’s about to change, thanks to a new announce­ment from the Media Rat­ing Coun­cil,…

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Mobile advertising skyrockets says IAB: marketers expand their mobile budgets by 142 percent in just two years

Once upon a time, as any­one who’s held media jobs in mobile adver­tis­ing agen­cies for any length of time can tes­ti­fy, mobile adver­tis­ing was pret­ty unchart­ed ter­rain. But, accord­ing to a new sur­vey from the Inter­ac­tive Adver­tis­ing Bureau and the tech­nol­o­gy research firm Ovum, any timid­i­ty borne of fear of the unknown has evap­o­rat­ed with a vengeance: the use of mobile devices is sky­rock­et­ing, and – per­haps unsur­pris­ing­ly – so is the uptake of mobile adver­tis­ing by mar­keters. The rise and inex­orable rise of mobile adver­tis­ing Mar­keters with annu­al mobile adver­tis­ing bud­gets in excess of $300,000 more than quadru­pled between 2011 and 2013, the sur­vey reveals, ris­ing from just 7 per­cent to 32 per­cent. Mobile ad bud­gets have grown over­all by a stag­ger­ing 142 per­cent over the same inter­val. Near­ly a fifth (19 per­cent) of US mar­keters sur­veyed in the study – all of whom already use mobile adver­tis­ing — plan to expand their mobile bud­gets by at least 50 per­cent over the next two years. The find­ings strong­ly sug­gest that the bot­tom line – return on invest­ment (ROI) – is seri­ous­ly pay­ing off on this for­mat. Chal­lenges But mobile adver­tis­ing agen­cies might be curi­ous about what ad inven­to­ry is…

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The three truths of digital advertising every business development manager needs to know. The new IAB chair speaks

Randy Kil­go­re, the new Chair­man of the Inter­ac­tive Adver­tis­ing Bureau, has been shar­ing his views on the future of dig­i­tal adver­tis­ing: there, he opines, “three fun­da­men­tal truths” which every­one involved in gen­er­at­ing online adver­tis­ing sales needs to be aware of. That’s not just adver­tis­ing sales man­agers and cre­atives, that’s every­one from the busi­ness devel­op­ment man­ag­er to the search engine mar­ket­ing spe­cial­ist. Kil­go­re, who is chief rev­enue offi­cer at Tremor Video, suc­ceeds the for­mer IAB chair Peter Nay­lor (NBC News Digital’s Exec­u­tive Vice Pres­i­dent of Ad Sales). He believes that online adver­tis­ing “should be as much about insane cre­ativ­i­ty and sto­ry­telling as TV.” Why touch, data and time mat­ter TV has sight, motion and sound to entice view­ers; but inter­ac­tive media throws in touch, an addi­tion­al — and very pow­er­ful – tool, he declared.  He went on: “When some­one leans in to look at your ad, hits “play’ to see it a sec­ond time, opts in to see addi­tion­al con­tent or “likes’ your ad on Face­book, they are touch­ing your brand.” But this is just the first of the fun­da­men­tal truths Kil­go­re has in mind. Just as impor­tant for the suc­cess­ful busi­ness devel­op­ment man­ag­er is his sec­ond essen­tial truth: data. Data…

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Internet advertising revenues climb to $17 billion

Data from the Inter­ac­tive Adver­tis­ing Bureau shows that online adver­tis­ing sales rev­enue for the first half of 2012 surged by 14 per­cent, achiev­ing a record-break­ing high­point of $17 bil­lion. The growth, which occurs in the con­text of ini­tia­tives to improve com­mu­ni­ca­tions between ad agen­cies and star­tups, is encour­ag­ing news for the job­bing inter­net adver­tis­ing sales man­ag­er and search engine mar­ket­ing spe­cial­ist.  It also hap­pens to be good news for just about every­one else, too, because it’s inter­net adver­tis­ing that keeps the web free of charge.  IAB Vice Pres­i­dent Sher­rill Maine wel­comed the dou­ble-dig­it growth as “a sig­nif­i­cant achieve­ment”, adding, “There is evi­dence that CPMs are main­tain­ing, and even increas­ing, fur­ther sub­stan­ti­at­ing the vital­i­ty of the inter­net ad mar­ket.” Mobile adver­tis­ing takes Olympian stride Dig­i­tal video ad rev­enue was also on the rise over the same peri­od, climb­ing by 18 per­cent to $1 bil­lion, while search rev­enues leaped by 19 per­cent dur­ing Q1 alone to reach $8.1 bil­lion. More mod­est­ly, dis­play ad rev­enue rose by 4 per­cent, just tip­ping the scales at $5.6 bil­lion. How­ev­er, if these rates evoke metaphors like “leap­ing” and “surg­ing”, the hike in mobile ad rev­enue was pos­i­tive­ly Olympian, vir­tu­al­ly dou­bling to a grand total of $1.2…

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