The term Private Marketplace (PMP) is creating a significant buzz amongst publishers and marketers, particularly in relation to video advertising. A PMP is an invitation-only marketplace that enables premium publishers to make their inventory available to a select pool of buyers, allowing publishers to protect their brand and control advertising yield in a real-time environment.
So what are the key benefits of a PMP to premium publishers?
Increasingly, consumers and the markets alike favour brands offering content that can be easily shared. The news site BuzzFeed, for example, has just secured $50m of funding which, according to The Guardian, raises its value to three times more than the Washington Post. BuzzFeed’s whole concept has been designed with social media in mind (apparently 75% of its traffic comes via social media users) and it rewards its writers not by the number of readers attracted by their work, but by the number of times their articles are shared online.
It’s clear that BuzzFeed is becoming one of a new breed of ‘strong’ brands. However, traditional methods of evaluating brands don’t take social status into account. So current brand rankings such as the Interbrand index are more likely to reflect the size of a promotional budget rather than the loyalty and engagement of customers.
For instance, Samsung has featured highly on the Interbrand index for the past five years. Yet it’s known for mimicking the design of competitive products and buying market share with large advertising budgets. On the other hand Apple earns its valuation by investing in product alone. Read More
Cadbury or Nestle? Tyrells or Sensations? Coca-Cola or Pepsi? These are just a few examples of the decisions we are faced with when carrying out our supermarket shop. So what is it that determines our purchase decisions? Whilst a number of factors, such as price, pack format, and even visibility, will be at play here, the emotional connection we have to a product or brand will be one of the key influencers.
Most consumers will have an emotional connection to at least some products or brands; and yes, this applies to boring household products too.
In this hyperconnected, omnichannel age, brands need to fully understand the consumer audience they are trying to reach, the best channels to engage with and the most effective strategy to adopt in order to do so.
More and more brands are realizing the power of social content and using user-generated content to provide tailored products and services, and personalised and valuable content.
Surprisingly, a recent study by Initiative has revealed 40% of UK millennials feel negatively towards the way brands communicate with them through social media. Globally, 30% are cynical about the way brands market to them, with 58% agreeing that they have the potential to be a force for good.
Facebook is in a unique position as a publisher – in North America alone at least 50% of internet users are on Facebook and, if they own two or more devices, chances are they will log on to the service on every device they own.
In 2013 85% of smartphone owners used the Facebook app. This is an important product for Facebook, what then can advertisers learn from this latest release?
Music stars do want to have it both ways. First they complain that music is not being valued properly, that piracy is killing new music and then they go and give away an entire album and wonder why people don’t value music.
U2 and Apple have continued their collaboration in a much missed announcement at the launch of the iphone 6 and iWatch last week by giving away U2’s new album for free.
U2 have been promised over $100m worth of marketing by Apple in return, however this is merely promoting Apple more than U2.
Why? Because the angle is that you have to have the iPhone and iTunes to enjoy the new U2 music for free. That’s not promoting U2 it’s promoting the platform that you can listen to U2 on. For free.
As befits the CEO of any start-up, especially one operating in a competitive sector such as mobile advertising, I keep one eye on the current state of affairs and another looking ahead. Right now, through this chameleon-like panoramic vision, what I can see through both eyes is a rapidly growing interest in, and investment in, mobile video advertising.
First, the current situation. We have a heady mix of analysts who show that dollars are moving towards video, and if analysis isn’t strong enough for you, mergers and acquisitions proving this, as deals close globally.
Apple shook up the tech and retail sectors big time at last week’s product launch – most notably reinventing mobile shopping with Apple Pay, new to the iPhone 6 and Apple Watch. Is the end of the credit card truly nigh after more than five decades of domination?
With 800 million credit cards on file, all of which can be used in Apple’s virtual wallet, Apple Pay, contactless payment as we know it is about to be reinvented.
“It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.”
But how should this billboard communicate this message? How should it look like and what should it say?