Publishers monetizing inventory in new ways
Here’s a quick collection of links and thoughts to get Monday morning going.
Publishers making money through innovation. We have blogged in the past about PlanningFamily.com using CPL advertising to increase revenue. The Financial Times has made available Kindle books in snack sizes. Also notable is Accuweather’s efforts in this regard. The site is being completely transparent as it undergoes a site redesign, delivering value to users and advertisers.
Also an article in Adweek about 2010 being a banner years for display ads. This is in line with other projections released earlier this year. However, one hopes that concurrently, the industry a)weans itself away from the click-through, a meaningless metric and b) reaches for more ROI, as in the words of Phil Cowdell, WPP Mindshare, ” the only viable way forward is to shift…to more output oriented measures like cost-per-hand raiser and Cost-per-Lead.
Finally, a collection of all the Super Bowl ad spots. And because they can make a person happy, here are the characters of the Simpsons ins a simply written and benign Coca Cola ad.
Add comment February 8, 2010
Learning from the ASPCA’s social marketing efforts
While there is so much buzz about social marketing, the ASPCA is one of the few organizations out there that does a great job at it. They offer really valuable tips on caring for animals through their Twitter Page. They have a robust Facebook presence that offers information on pet adoption clinics. They also have a really cool Orange for ASPCA app.
Debbie Swider from the ASPCA speaks in today’s issue of ClickZ about how the ASPCA uses Cost-per-Lead advertising to acquire leads from interested consumers, and then engages them through multiple touchpoints. You can read it here.
Add comment February 5, 2010
Digital Marketing Budgets to Increase in 2010
According to a survey by eConsultancy and ExactTarget, digital marketing is slated to grow in 2010.
While it feels good to be part of an industry that is slated to grow even in this economy, it would be more accurate to say that in reality, it is only certain sectors that will grow.
Again no surprises, here. As can be seen in the 2008 edition of the IAB Internet Advertising Report, performance advertising (search and CPL advertising) will continue to grow at the expense of CPM advertising.
For the marketer looking to move dollars from offline media to online media, performance marketing delivers specific advantages:
1. ROI: They were already paying for impressions on TV. Performance advertising gives them more.
2. Social marketing: Performance advertising allows advertisers to connect with consumers that are actively looking or signing up for offers – these are the kind that make for engaged and vibrant brand communities.
3. Timeliness: Performance advertising can be instantly deployed, and can be used to achieve scale in a short amount of time.
And so here’s to a performance driven 2010.
1 comment February 4, 2010
Since when is doing taxes social?
Doing your taxes just got friendlier: Turbo Tax launches new social networking app that allows people to post reviews of tax products.
A rather poetic use of Twitter: Sun’s CEO resigns through a haiku.
When our parents call Facebook “The Facebook,” we can no longer roll our eyes. Turns out that was its original name. Dear Facebook, thanks for dropping the “the.” Imagine a world in which you were forced to say, “Let’s be The Facebook friends.”
Add comment February 4, 2010
Why we care about the Super Bowl this year
Normally, the Super Bowl means an excuse to eat extremely long sandwiches and drink lots of beer. This year, however, we’re paying attention for other reasons. DMNews has a great article about brands using their Super Bowl ads to build their online social marketing efforts and drive sign ups.
The restaurant chain Denny’s will use its Super Bowl ad to raise awareness around its big giveaway – a year’s worth of Grand Slam meals. The promotion will drive to social media outlets, like Facebook, where fans can receive exclusive offers and coupons. From Facebook, fans will be asked to sign up for Denny’s loyalty program on the website, adding another layer of engagement (and return on investment) to what used to be considered just the most expensive 30 seconds in advertising.
Seeing brands make efficient ad decisions like this makes us happy. Let the game begin (and pass the chips).
Add comment February 3, 2010
Arthur C. Clark’s 2001 Newspad
I had resolved not to join an often mindless chorus about how the iPa (whoops, I nearly said it) is going to change the world. But I didn’t say anything about not mentioning Arthur C. Clark’s 2001 newspad.
Publishers are innovating with new methods of content delivery and pricing models to increase revenue. Increasingly, more of them are charging for content.
Dove launched a new line of men’s products. What’s particularly impressive is how they are treating social as another medium for engaging consumers and using it in conjunction with email.
J.D. Salinger a recluse? It appears, not completely.
Add comment February 2, 2010
ClickZ: CPL prices by vertical
As reported by Anna Maria Virzi in ClickZ today, CPL prices in the Entertainment and Health categories are highest for brands looking to collect premium information from consumers, such as telephone numbers and answers to custom questions. Overall, however, prices for leads with premium information across all verticals decreased during the second half of 2009.
The reason for the decrease? Brands are getting savvier at engagement. They are collecting basic information like name and email and then building trust with consumers before asking for additional details.
Read the full article.
Add comment January 29, 2010
At OMMA Performance
Zephrin Lasker, CEO and Co-founder, Pontiflex, spoke at OMMA Performance on the convergence of social marketing and media.
They say a picture is worth a thousand words; a video slightly more. Without further ado:
Add comment January 27, 2010
Accountable Social Marketing
Is it possible.
Yes, it is.
The eMarketer coverage of the Pontiflex CPL Report (our company) explains just how marketers are using Cost-per-lead advertising to build brand social sites and groups, by paying for one person at a time.
Add comment January 27, 2010
The 10 hottest startups in NY: amNY
Talk about a great commute. Our daily subway fix, amNY, has listed Pontiflex as one of the top 10 hottest startups in NY.
Read more and check out the other companies on the am New York website.
Add comment January 26, 2010
