Magna Global issued a report on Monday predicting a major upswing of 8.3 percent for U.S. television advertising revenue in 2014, after a dismal 2013 in which revenues were down 0.6 percent. But there’s been one significant change: national TV advertising is now smaller than digital media advertising via Digital Media Is Now Bigger Than National TV Advertising
A recent report from IAB drew headlines when their research indicated that Internet ad spending beat broadcast television for the first time ($42.8 billion vs $40.1 billion).
While Internet spending is leading the pack, it’s important to remember that in this data set, television is divided into broadcast and cable. Combined the two are $74.5 billion, meaning the Internet still has to nearly double its revenue to make up the $31.7 billion differential between itself (which includes text, video, radio, etc.) and total television revenues.
This fact doesn’t lessen the impact Internet ads have. Mobile nearly doubled from 9% in 2012 to 17% in 2013.
Display advertising is in a downward spiral. With ad rates sinking, publishers now know that if they want to turn the money picture around, they have to give brands more than just marginal banner space.
Many publishers, from The New York Times to The Washington Post to The Weather Company, are trying to break this cycle by dedicating entire engineering and design teams to building their own premium ad placements that also command premium ad dollars. The groups are meant to produce the wow factor that can lead to higher pricing.Why publishers are building advertising innovations groups | Digiday
Software is eating the world, including the media industry. The rise of ad tech has meant an alphabet soup of acronyms and bizarre new terms. Digiday is breaking it all down in plain English as part of our WTF ad tech series. This installment focuses on programmatic guaranteed ad buying. Via WTF is programmatic direct? | Digiday
For its report, The State of Digital Marketing Talent, The Online Marketing Institute surveyed almost 750 Fortune 500 and ad agency execs, and the results are grim: There’s a vast gap between the digital marketing expertise needed by organizations and the talent actually available to them at every level. Across brands and agencies alike, there’s insufficient focus on grooming talent, training and formally assessing skills. That might seem to spell a great opportunity for recent college grads looking for work. But think again: almost three-fourths of respondents say young hires suffer from an inflated sense of entitlement.
After creating the rough idea for “Good to Be Bad,” Jaguar’s creative agency, Spark 44, and media agency, Mindshare, realized that they would need another partner, one that could create a level of digital depth that would justify the brand’s steep investment in a Super Bowl debut. The call went out to Gawker.
“It was kind of a dream scenario from our perspective,” Del said. “Jaguar’s media agency had approached us about potentially doing something big and different and based around content, so they sent us their creative brief.”
The full “Facebook For Business: Video On Facebook” presentation including slides and Facebook’s notes is splayed out below. It was sent to Facebook’s Preferred Marketing Developer partners in late November to teach them to sell video ads to their clients. [Correction: This was sent to marketers, not presented at a meeting.] Facebook used NDAs to try to keep the presentation away from the public, but you can see a copy here.
Google’s video ad properties reached 36% of the U.S. population in September, which would make it the 33rd largest cable network, just after National Geographic and before Bravo, Pivotal’s Wieser noted, citing comScore and Rentrak data.
A Forbes deal also could accomplish symbolic, but still important goals. Ripp has been trying to change the company’s culture and move into new ad formats. Forbes has built its business on the unorthodox practice of letting advertisers as well as unpaid outside contributors publish on the site alongside paid staffers—a controversial move, but one that’s been widely imitated by other online publishers. Forbes expects one-fifth of its ad revenue to come from its BrandVoice native ad platform this year.