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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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The End of Traditional Ad Agencies

Much like newspapers, conventional advertising agencies are becoming irrelevant. When one person with a wireless connection can be an agency, a media company, or even a manufacturer, traditional advertising organizations have to change their culture, processes, structure, talent policies, resources, and even their business and revenue models in order to embrace the power of open systems being fueled by digital connectivity. The old agency businesses may still have time to correct their course, but they must start now.

 

 

Denis Failly's insight:

"In every part of the industry, the open innovation model is changing the economics of advertising by switching significant fixed costs to variable costs and sourcing creative from more relevant and, many times, lower cost source"

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Cutting out complexity to deliver value in today’s ad tech world

As we begin 2013, we have already seen activity that points towards a shakeout in the advertising technology industry.

In the space of one week, we saw MediaMath buy Akamai’s Advertising Decision Solutions unit, AppNexus secure $75m funding, part of which will be used for acquisitions, and ad exchange business adBrite shut down its operations.

And we are likely to see greater industry consolidation as we continue through the year. So what's important when it comes to technologies in today's ad tech environment?

This made me think back to Mike Shield’s ‘Ad Wreck’ article in Adweek last year, a piece that had really resonated and made me stop and think about where we are as an industry.  

There are a number of areas here that are incredibly pertinent and need to be borne in mind, especially as we are likely to see greater industry consolidation as we continue through the year.

 

 

Denis Failly's insight:

Value vs Volume

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Part 2: Advertising is Dead, Long Live Advertising

Part 2: Advertising is Dead, Long Live Advertising | Beyond Marketing | Scoop.it

This is the second post in a series based upon our submission to Wharton’s Advertising 2020 initiative.

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'Native' Ads May Damage Brand Perceptions

'Native' Ads May Damage Brand Perceptions | Beyond Marketing | Scoop.it

"Native" ads, those that give the appearance of being authentic content (Twitter promoted tweets, Facebook sponsored stories, etc.), can have a negative effect on the perceptions of brands that sponsor such ads, according to a study by MediaBrix..."

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Thinking of Social Media Ads? How to Choose Between Facebook and LinkedIn [Infographic]

Thinking of Social Media Ads? How to Choose Between Facebook and LinkedIn [Infographic] | Beyond Marketing | Scoop.it

Social advertising has increasingly becoming part of marketing campaigns. Whether you consider yourself B2B or B2C, you are advertising to people and the targeting options available in social ads allow you to tailor your message to a particular segment of your audience. Both Facebook and LinkedInads allow you to reach an audience that is hard to pinpoint in search and regular display campaigns.

 

 

Denis Failly's insight:

Except if you are a newbie, nothing new. But the divinding line is relatively clear and confirmed

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Part 3: Advertising is Dead, Long Live Advertising

Part 3: Advertising is Dead, Long Live Advertising | Beyond Marketing | Scoop.it

This is the third post in a series based upon our submission to Wharton’s Advertising 2020 initiative.

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Advertising is Dead, Long Live Advertising - Part 1

Advertising is Dead, Long Live Advertising - Part 1 | Beyond Marketing | Scoop.it

Part 1 is an introduction looking at the cultural context and our first thoughts on the implications for advertising. Subsequent instalments to follow over the next couple of days.

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