Economist

Barry Lowenthal

Let’s keep experimenting with native advertising

I’m glad people are talking about native advertising. Anything that helps drive relevance should be important to everyone in advertising, and native advertising does a great job at driving brand relevance on particular platforms. Native advertising became 2012′s hot topic because advertisers were on the lookout for improved ad unit performance. For years we’ve been [...]

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Tags: banner ads, native advertising, social media

Responsive design has been a boon to publishers, but what about advertisers?

With the proliferation of devices–especially mobile devices–publishers have had to manage how to display their content across devices with many different screen sizes. The publishing answer is “responsive design”, which automatically re-sizes the page layout based on the screen size. While I know a lot of publishers find it costly and difficult to deploy, many [...]

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Tags: adaptly, ads, dapper, HTML5, responsive design

How digitally savvy Millennials are upending the TV marketplace

According to Nielsen, nearly half of all homes with a TV set have a DVR. That’s over 50 million households. While DVR penetration is slowing, usage is increasing substantially. Something is going on and it’s not good for advertisers or the broadcasters. But it is good for consumers and that’s what matters. The arguments that [...]

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Tags: ads, digital, DVR, millennials, TV

It doesn’t matter whether Facebook is cool

Earlier this year I kept hearing friends say Facebook wasn’t cool anymore. They were complaining that the social network had lost its edge. My 16-year-old nephew said that he hardly even bothered to log on any more. But my 14-year-old niece remained obsessed and her wall continued to be filled with phrases like “Ur so [...]

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Tags: Facebook, Sandy

Why brands should stop making banner ads and start joining the content flow

Most brands’ websites aren’t part of the natural flow of the internet. Most of them sit in the middle of the web and don’t live where most of the web traffic happens (usually on publishers’ websites). As a result brands have spent billions of dollars to move internet traffic from the flow to their sites. [...]

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Tags: advertising, banners, content, widgets

We’ve mobilized. Now it’s your turn.

In 2011 about one-third of our clients’ communications plans included a mobile component. Today just about every single client’s plan includes mobile. But effectiveness hasn’t been the big driver in most of that growth. For most clients mobile is still in its infancy and growth is being driven by experimentation. Despite the fact that more [...]

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Tags: ads, advertising, media industry, mobile