Date

Wed - 29.03.2017


Advertising

Research conducted by Turner Broadcasting shows that people will continue to watch online videos even if those videos have increasing amounts of advertising packed into them. In fact, regardless of the ad load, "people will spend approximately the same amount of time watching episodes online," a researcher told The New York Times.

In fact, online television shows can be packed with even more ads than the TV broadcasts have, and people will continue to watch them, the study, done together with Magna Global, found. The study also confirmed that people will trade advertising exposure for access to the programming, according to Jack Wakshlag, chief research officer for Turner.

TBS is owned by Turner Broadcasting

However, more isn't always better, according to Hulu, a top player in online free TV viewing. Its website has about one-fourth of the ad load of traditional television, but "advertisers pay a premium to be in its less cluttered environment," The Times article explained.

Author

Leah McBride Mensching

Date

2010-11-23 18:57

Newspapers in Britain depend on advertising too much, which has been a large factor in closures and layoffs in recent years, according to a new book, commissioned by the Oxford-based Reuters Institute for the Study of Journalism, MediaGuardian reported.

At the same time, the Internet may not be as responsible for lower profitability - online usage and profitability can and do work hand-in-hand in may places, the work claims.

For example, in Germany and across Scandinavia, where Internet usage is high, newspapers are doing well, and generally 50 percent of revenues come from advertising. However, in Britain and the United States, where advertisings makes up a larger slice of revenues, profitability is lower. This could be largely due to a cyclical advertising recession in recent years, according to the study.

Author

Leah McBride Mensching

Date

2010-11-23 17:49

This week, Apple announced its iAd mobile marketing system will be available in Europe beginning next month. Also this week, the Mobile Marketing Association awarded the winners of its Sixth Annual Global Mobile Marketing Awards in Los Angeles, and a group (including the Weather Channel, Crisp Wireless and Tring Apps) was formed to create a new open standard for serving rich media mobile advertising across all devices and platforms.

The flurry of activity in the mobile sector continues to increase, seemingly by the day. What are publishers - inundated by this tidal wave of mobile marketing-related news - to do?

Image: Modmyi.com

BizCommunity.com posted a Top 10 list today by Multimedia Solutions to help publishers focus on important building blocks for mobile marketing:

Author

Leah McBride Mensching

Date

2010-11-19 19:17

Freesheet Metro in Toronto, Vancouver and Montreal came wrapped in a glossy ad from fashion retailer H&M Canada today. H&M is the first such retailer to create a glossy wrap for Metro, a press release stated.

Printed on glossy paper, the wrap shows readers what the retailer's newest guest designer, Lanvin, has created for the autumn/winter 2010 collection. Online, metronews.ca today also was taken over by H&M on its homepage and style section, as well as an expandable video.

The print initiative was planned by media agency Mediacom, in partnership with Metro Canada.

For the full press release, click here:
Press Release - Metro and HM.pdf

Here is what Metro's homepage looked like today:

Author

Leah McBride Mensching

Date

2010-11-19 17:06

Apple will launch its iAd mobile advertising network in the United Kingdom and France in December, and in Germany in January, MediaGuardian reported today.

The service, which launched in the United States on July 1, displays targeted ads in iPhones and iPod Touches, letting users stay within their current app. According to Brand Republic, the European version includes advertising from Nespresso, Perrier, Turkish Airlines, L'Oreal and Absolute Radio, among others.

"In just four months, we've doubled the number of advertisers on the network and thousands of developers now have a valuable new source of revenue," Apple's vice president of iAd Andy Miller stated in a press release, claiming that users remained engage with the ads for an average of 60 seconds.

Miller also said the expansion would "create even more great opportunities for developers." The company, which hosts and sells the ads, allows third-party developers to keep 60 percent of the revenue they generate.

However, MediaGuardian reminded that "only two of the first 17 U.S. advertisers managed to use it for a campaign in the first month following launch, with just three more in August."

Author

Clara Mart

Date

2010-11-18 20:41

Internet advertising revenues for the third quarter this year set a new record, reaching US$6.4 billion - "the highest quarterly result ever for the online ad industry," the Interactive Advertising Bureau and PricewaterhouseCoopers U.S. announced today. The revenue estimates are 17 percent higher than they were in Q3 2009.

"Advertisers are shifting more of their brand messaging online, accounting for this welcome surge in a difficult economy," David Silverman, a partner at PwC, said in a statement. "This trend reflects the accelerating shift in consumer behavior towards the internet and away from traditional media." The IAB Internet Advertising Revenue Report is sponsored by the IAB, and is conducted independently by the New Media Group at PwC.

Image: IAB

Also in IAB's announcement, Randall Rothenburg, president and CEO of IAB, pointed out that the surge in online ad revenues is a direct result of how people consume "entertainment, information and brands," and because consumers are increasingly using the Internet, marketers are turning there as well.

"Marketers have embraced digital media because that's where they can engage with their consumers. This vibrant, innovative industry is creating jobs and contributing to the growth of the U.S. economy," he said in the statement.

Author

Leah McBride Mensching

Date

2010-11-17 23:20

In the United Kingdom, outdoor may be the most useful ad format for advertising newspapers and magazines, according to Sally Dickerson, global director for marketing firm Brand Science, according to Brand Republic. Print ads may be the most advantageous to FMCG (Fast Moving Consumer Goods) and telecommunications advertisers.

For newspapers and magazines, outdoor generated £1.29 of incremental sales per £1 of media and production cost. TV is less efficient, offering £0.77. Print and radio both generate £0.50 while Internet £0.39.

Image: The Observer

Print produces £1.47 of incremental sales revenue per £1 of media and production charges for FMCG advertisers. Meanwhile, outdoor gathers £1.09, radio £0.89 and Internet £0.66, Brand Republic wrote Monday.

Brand Science analysis also found that print was the most efficient format for telecom firms since incremental sales amounted to £11.31 for each £1 of media and production charges, Marketing Media Review divulged.

Author

Alisa Zykova

Date

2010-11-17 18:29

As part of a marketing deal between The Times and telecom company Three (Hutchison 3G UK), 3G customers will be offered free access to The Times and Sunday Times websites for the next three months, according to a report by CellularNews.com today.

Following the initial three months free offer, the pay as you go customers who top up every 30 days will continue to enjoy free access for another month, whereas the contract customers can continue getting access to the News International titles for £2 a week, TheInquirer.net reported today. This offer from Three is valid for new customers until March 2011.

Three had also announced earlier deals with Facebook by way of the social networks' Facebook Zero product, leading theNextWeb's Matt Brian to wonder: "how News International will report the additional subscribers and whether other newspapers will begin to maximise exposure via deals with mobile operators. The Guardian has recently started charging a monthly subscription for its iPhone app, could a operator deal follow?"

Author

Savita Sauvin

Date

2010-11-15 18:09

German media group Bertelsmann AG announced today it earned €259 million in the first nine months of the year, thanks to cost-cutting and a recovering advertising market, The Canadian Press reported.

Last year in the period January to September, the privately held company reported losses of €205 million. Revenue, meanwhile, was up 3.5 percent, from €10.64 billion to €11.01 billion. Before taxes and interest, earnings reached €1.02 billion, compared to €424 million last year, Reuters noted.

Image: Apple

Bertelsmann, which owns book publishing (Random House), magazine publishing (Gruner + Jahr), television (RTL Group), media services (Arvato) and more, in more than 50 countries, expects group results for the full fiscal year 2010 to reach more than €500 million, according to Authorlink.

In the United States, United Kingdom and Germany, its Random House e-book sales were up about 300 percent in the first six months of the year, and its e-book titles available in those countries also increased to 20,000 titles. However, Random House closed its publishing sectors in Korea and Japan.

Author

Leah McBride Mensching

Date

2010-11-11 23:57

Thirty-three percent of Spain's free newspapers have reduced their personnel this year, a significant decline from the 50 percent that reported staff cuts in 2009, according to a survey conducted by the Spanish Association of Free Press, 233grados.com reported yesterday.

However, the study showed that 20 percent of the publications increased their staff numbers while 45 percent said their advertising revenue had declined. Last year, 79 percent reported advertisement losses.

According to the study, the biggest ad investors are the commerce and tourism sectors, which place ads in 76 percent of the Spanish free press. Other sectors include the automobile industry (34 percent), real estate (38 percent), mass consumption goods (31 percent) and banking (17 percent).

The increase in advertisement was offset by a 34 percent increase of advertising coming from education and health areas. Furthermore, 83 percent of the publications depend mostly on private ads, while only 17 percent relied heavily on the government.

The study surveyed 240 editors of free newspapers in the country.

Author

Clara Mart

Date

2010-11-11 20:01

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