Mobile Versus TV; Optimistic Facebook

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mobilevstelevisionHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Mobile Versus Television

Tremor Video, Millward Brown and the Mobile Marketing Association (MMA) partnered on a new study looking at impacts on brands using mobile video versus television. Adweek reports, “The mobile ads were measured against TV benchmarks associated with each word. Twenty of the mobile ads over-indexed TV’s benchmark for participants who said they were ‘attracted’ or ‘unimpressed’ with the mobile ads. Nineteen of the mobile ads were associated more with ‘excitement’ than TV spots.” And, read the related release.

Facebook’s Secret Weapon?

In advance of Facebook’s earnings call next week, Susquehanna analyst Brian Nowak feels pretty good about the social network’s prospects. The reason? When Facebook users log on using their smartphones they generally stay logged on — a behavior Nowak said will help Facebook serve more targeted ads and ultimately increase CPMs. Facebook’s mobile display ad business may be fledgling, but mobile log on might have the potential to nudge it ahead of the competition.Read more at Seeking Alpha.

In The Cloud

Gigaom Research recently surveyed several hundred digital marketers in order to determine what marketing tactics were the most-used and most effective, in order to suggest the perfect cocktail for marketing cloud providers. Social media marketing topped the charts as most-used tactic for marketers with big budgets, according to survey data, just barely beating display advertising. For marketers working with smaller budgets, email and SEO ranked as first and second most-used tactics. But Gigaom Research says that although social marketing is growing among major players, ROI remains a major problem. Read more.

Introducing C-Zero

While programmers and broadcasters bicker over C7 versus C3, one publisher is pushing for "C-Zero." The idea was introduced by Scripps Networks in an attempt to counteract broadcasters' push for C7, according to the network's president Steve Gigliotti.  C-Zero denotes that broadcasters get paid for commercials that are seen live or on the same day they air, as opposed to the seven-day or three-day window  of C7 of C3. So far, at least one agency is on board - Zenith media. "For specific categories an aged message can be more harmful then helpful," explained Zenith President John Nitti. The benefits are also contextual - say, for timely marketing around the holidays or an end-of-year sale. Read on at Ad Age.

Messaging Ads

APAC-based messaging app WeChat is trialing a new ad service that aims to help brands better target their audiences. The new service offers a dashboard where advertisers can specify target demographics, which WeChat will then link automatically to relevant corporate pages that will display the ads.  "With the latest trends in programmatic, it's a good move by Tencent to focus on targeting, in order to move to audience buying," said Charlie Wang, digital director of Mindshare Beijing. Yet, Wang was hesitant to say that the popular messaging app might evolve into an ad platform on par with Twitter of Facebook. Read on via ClickZ.

Expanding The Tentacles

LinkedIn keeps trying to make itself more sticky as the its M&A tentacles reached out and acquired start-up Newsle to expand its tracking capabilities of the content your contacts create. The buy rides the coattails of somewhat recent purchases of SlideShare and the news aggregation app Pulse.The terms of the deal were not disclosed, although a Newsle blog post shared that founders Axel Hansen and Jonah Varon would be joining the LinkedIn team while the company continued as a stand-alone business. Read more via the NYT.

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