Leading Operations Online
Riddle me this – what if desktop display ads were more like TV commercials?
You hit up your favorite website and a banner ad appears at the top of the screen. As you spend 20 seconds perusing headlines or reading some quick summaries, a new banner appears. Some of you may be thinking, “Publisher ad refreshing is such a shifty practice!” But said banner was “in-view” for 20 seconds, a measurement that is verified by a third-party provider.
Why 20 seconds? Because according to research by WebSpectator, 20 seconds appears to be the sweet spot for message retention. CEO André T. Parreira notes that the concept bears more than a casual resemblance to TV advertising, just like the name of the viewability technology that powers it: Guaranteed Time Slot, or GTS.
If 2013 must be a "year of something," we probably should call it the year of mobile. According to estimates from eMarketer, U.S. mobile advertising spend more than doubled in 2013 to hit $9.6 billion compared to $4.36 billion in 2012. eMarketer estimates that near-stagnant desktop spend will actually decrease after 2014, with mobile spend overtaking it in 2017.
It's no surprise then that AdMonsters' most popular story of the year was, "ID Is Key: Unlocking Mobile Tracking and Cross-Device Measurement." Publishers have long feared "Mobegeddon" (h/t Todd Sawicki of Zemanta): the revenue fallout from their inability to auspiciously monetize rapidly growing mobile traffic. Our two-part in-depth feature zoomed in...
Native advertising has developed quite the cachet in digital advertising in the past year, with even the Federal Trade Commission jumping into the debate on proper labeling. Indeed, some of this channel’s growing pains are borne right there in the name itself – “native.”
Native advertising seeks to emulate a publisher’s platform – it has to ensconce itself in the discussions and conversations endemic to a publisher’s content, and, more important, it has to equally extend and profit from consumers’ desires for said content.
Creating native advertising that’s harmonious to a site’s user experience – as well as creating native ads agreeable to a publisher’s reader base – can be a backbreaking task for many brands, especially larger ones concocting multichannel campaigns. But as brands blitz their way into the native ad fray, the burden seems to be falling on publishers...
If you haven’t had a chance to read it yet, you really should pore through all of this Washington Post investigative piece on the National Security Administration’s tracking through Internet cookies and device identifiers. Namely, the agency has been using some of digital media’s favorite tools to track and target suspects; in addition, it’s been raking in location data shared by mobile apps during ad calls.
As a digital revenue specialist, you may not find it shocking – indeed, it might just confirm your suspicions. But here’s the chief takeaway: “The revelation that the NSA is piggybacking on these commercial technologies could shift that debate, handing privacy advocates a new argument for reining in commercial surveillance.”
Since the initial Snowden leaks began to show the breadth of the NSA’s digital surveillance, all of us in the ecosystem have pondered what...
The 2013 edition of the AdMonsters Salary Survey is here! The survey explores over 30 data points on ad operations roles within publishers, agencies, networks and solutions companies from over 310 respondents around the world, and provides data on salaries by position, seniority, geographic area, number of reports, as well as historical trends and other key findings.
The 2013 AdMonsters Salary Survey is required reading for ad ops practitioners, leaders, hiring managers, recruiters and anyone else interested in the state of OPS in 2013. In this year’s report, you’ll discover what drives salary increases and what doesn’t, which year is the critical year to recognize and incentivise employees to stay, base and total salary information by regions and much more.
The full Salary Survey report is available for free to all paid AdMonsters Members. If you’re not yet a member, consider joining today to get access to all of our premium content throughout the year (including this survey and others), conference content...