Comments on: UK shows us the future of advertising. Progress or sign that we’re unwilling to learn from history? http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/ My professional blog. Topics likely to include social, tech, media, and entrepreneurship. Fri, 12 Mar 2010 03:36:28 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: KarnaCrawford http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-199 KarnaCrawford Sat, 10 Oct 2009 00:42:11 +0000 http://jeffhilimire.com/?p=530#comment-199 One additionally add I will make is that we have a number of technology vendors out there pushing dynamic banner ads, including the ability to make a dynamic video ad. In this instance, you can marry data you know about the consumer (behavioral or consumer data), couple it with some business rules related to the CONTENT within which the ad will be served in your media plan, and it can dynamically serve up the best combination of which video footage, creative graphics and copy will show up uniquely for each person (or segment). This is a fragmented space, and I'm driving to spark an industry movement to get far more aggressive with delivering relevant ads this way. One additionally add I will make is that we have a number of technology vendors out there pushing dynamic banner ads, including the ability to make a dynamic video ad. In this instance, you can marry data you know about the consumer (behavioral or consumer data), couple it with some business rules related to the CONTENT within which the ad will be served in your media plan, and it can dynamically serve up the best combination of which video footage, creative graphics and copy will show up uniquely for each person (or segment). This is a fragmented space, and I'm driving to spark an industry movement to get far more aggressive with delivering relevant ads this way.

]]> By: KarnaCrawford http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-198 KarnaCrawford Sat, 10 Oct 2009 00:39:09 +0000 http://jeffhilimire.com/?p=530#comment-198 Great question. I'd point to a few things I've seen created by Coke, Verizon Wireless, and a few others. I created a rich ad for Coke to support Healthy Active Living in association with Olympics. Created a media plan with iVillage that had a content program rooted in helping moms find a way to inject healthy active living into their own lives and that of their family. This included aggregating content from many different articles into one co-branded section of the iVillage site. Then I negotiated to own all advertising space on that page, and used the space to push a rich media ad that had different tools related to measuring and planning healthy active living related things. Great question. I'd point to a few things I've seen created by Coke, Verizon Wireless, and a few others. I created a rich ad for Coke to support Healthy Active Living in association with Olympics. Created a media plan with iVillage that had a content program rooted in helping moms find a way to inject healthy active living into their own lives and that of their family. This included aggregating content from many different articles into one co-branded section of the iVillage site. Then I negotiated to own all advertising space on that page, and used the space to push a rich media ad that had different tools related to measuring and planning healthy active living related things.

]]> By: Kevin Vogelsang http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-197 Kevin Vogelsang Fri, 09 Oct 2009 23:27:50 +0000 http://jeffhilimire.com/?p=530#comment-197 "I'd also point out that we have seen a surge in more relevant, content enhancing rich media ads that are supporting the content within which it is surrounded, rather than just being a distraction."<br><br>Nice comment, Karna. With regard to the above quote, can you give us an example of a content enhancing rich media ad? <br><br>Personally, I've never come across a content enhancing display ad. Anything that is not what I"m doing is a big annoyance. I don't click anything or pay attention to any ads. This seems to be the case for my age-group (I'm 22).<br><br>When it comes to online ad content that adds value, videos seem to be the only one that sticks out (like the Cadbury Gorilla drumming video). <br><br>Of course, now I don't spend near as much time on YouTube (which may be a good thing) due to it being filled with ads.... “I'd also point out that we have seen a surge in more relevant, content enhancing rich media ads that are supporting the content within which it is surrounded, rather than just being a distraction.”

Nice comment, Karna. With regard to the above quote, can you give us an example of a content enhancing rich media ad?

Personally, I've never come across a content enhancing display ad. Anything that is not what I”m doing is a big annoyance. I don't click anything or pay attention to any ads. This seems to be the case for my age-group (I'm 22).

When it comes to online ad content that adds value, videos seem to be the only one that sticks out (like the Cadbury Gorilla drumming video).

Of course, now I don't spend near as much time on YouTube (which may be a good thing) due to it being filled with ads….

]]> By: Jeff Hilimire http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-196 Jeff Hilimire Fri, 09 Oct 2009 23:10:03 +0000 http://jeffhilimire.com/?p=530#comment-196 Damn @karnacrawford, you set me straight on this. I assumed it was literally online ads. Can't disagree with anything you wrote (though I was hoping too!). Damn @karnacrawford, you set me straight on this. I assumed it was literally online ads. Can't disagree with anything you wrote (though I was hoping too!).

]]> By: KarnaCrawford http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-195 KarnaCrawford Fri, 09 Oct 2009 18:51:31 +0000 http://jeffhilimire.com/?p=530#comment-195 Jeff, before you go too far down this path, I think there may be a few points to consider. The most important clarification is to define what is included in "internet advertising" for this report. Based on the sister eMarketer chart to this one, I believe they classify FOUR components into this category: Paid Search, Classifieds, Display and Solus E-mail. This further breaks down to about 60% going to Paid Search, ~20% to Classifieds, ~17% to display and finally ~3% to Solus email. Furthermore, I believe paid search has driven the UK digital ad spending growth, just as it has in the US.<br><br>So, I agree that best laid advertising programs aim to facilitate and be a part of a conversation or experience rather than interrupting it. But...based on the #s, UK growth is from HAND RAISERS. This is the best form of growth. It is a testament that search can be a winner for al sorts of advertisers, not just acquisition models. The US is on a similar growth trajectory, and I don't see this as a bad thing.<br><br>As for what I believe you were assuming this growth was about, display ads, I'd also point out that we have seen a surge in more relevant, content enhancing rich media ads that are supporting the content within which it is surrounded, rather than just being a distraction. Marketers are in fact getting more savvy about the benefits of adding value via rich display ad experiences in the place where consumers are consuming information...rather than demanding the consumer to always come to the advertiser site. Jeff, before you go too far down this path, I think there may be a few points to consider. The most important clarification is to define what is included in “internet advertising” for this report. Based on the sister eMarketer chart to this one, I believe they classify FOUR components into this category: Paid Search, Classifieds, Display and Solus E-mail. This further breaks down to about 60% going to Paid Search, ~20% to Classifieds, ~17% to display and finally ~3% to Solus email. Furthermore, I believe paid search has driven the UK digital ad spending growth, just as it has in the US.

So, I agree that best laid advertising programs aim to facilitate and be a part of a conversation or experience rather than interrupting it. But…based on the #s, UK growth is from HAND RAISERS. This is the best form of growth. It is a testament that search can be a winner for al sorts of advertisers, not just acquisition models. The US is on a similar growth trajectory, and I don't see this as a bad thing.

As for what I believe you were assuming this growth was about, display ads, I'd also point out that we have seen a surge in more relevant, content enhancing rich media ads that are supporting the content within which it is surrounded, rather than just being a distraction. Marketers are in fact getting more savvy about the benefits of adding value via rich display ad experiences in the place where consumers are consuming information…rather than demanding the consumer to always come to the advertiser site.

]]> By: Karna Crawford http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-131 Karna Crawford Fri, 09 Oct 2009 17:42:11 +0000 http://jeffhilimire.com/?p=530#comment-131 One additionally add I will make is that we have a number of technology vendors out there pushing dynamic banner ads, including the ability to make a dynamic video ad. In this instance, you can marry data you know about the consumer (behavioral or consumer data), couple it with some business rules related to the CONTENT within which the ad will be served in your media plan, and it can dynamically serve up the best combination of which video footage, creative graphics and copy will show up uniquely for each person (or segment). This is a fragmented space, and I'm driving to spark an industry movement to get far more aggressive with delivering relevant ads this way. One additionally add I will make is that we have a number of technology vendors out there pushing dynamic banner ads, including the ability to make a dynamic video ad. In this instance, you can marry data you know about the consumer (behavioral or consumer data), couple it with some business rules related to the CONTENT within which the ad will be served in your media plan, and it can dynamically serve up the best combination of which video footage, creative graphics and copy will show up uniquely for each person (or segment). This is a fragmented space, and I'm driving to spark an industry movement to get far more aggressive with delivering relevant ads this way.

]]> By: Karna Crawford http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-130 Karna Crawford Fri, 09 Oct 2009 17:39:09 +0000 http://jeffhilimire.com/?p=530#comment-130 Great question. I'd point to a few things I've seen created by Coke, Verizon Wireless, and a few others. I created a rich ad for Coke to support Healthy Active Living in association with Olympics. Created a media plan with iVillage that had a content program rooted in helping moms find a way to inject healthy active living into their own lives and that of their family. This included aggregating content from many different articles into one co-branded section of the iVillage site. Then I negotiated to own all advertising space on that page, and used the space to push a rich media ad that had different tools related to measuring and planning healthy active living related things. Great question. I'd point to a few things I've seen created by Coke, Verizon Wireless, and a few others. I created a rich ad for Coke to support Healthy Active Living in association with Olympics. Created a media plan with iVillage that had a content program rooted in helping moms find a way to inject healthy active living into their own lives and that of their family. This included aggregating content from many different articles into one co-branded section of the iVillage site. Then I negotiated to own all advertising space on that page, and used the space to push a rich media ad that had different tools related to measuring and planning healthy active living related things.

]]> By: Kevin Vogelsang http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-129 Kevin Vogelsang Fri, 09 Oct 2009 16:27:50 +0000 http://jeffhilimire.com/?p=530#comment-129 "I'd also point out that we have seen a surge in more relevant, content enhancing rich media ads that are supporting the content within which it is surrounded, rather than just being a distraction."<br><br>Nice comment, Karna. With regard to the above quote, can you give us an example of a content enhancing rich media ad? <br><br>Personally, I've never come across a content enhancing display ad. Anything that is not what I"m doing is a big annoyance. I don't click anything or pay attention to any ads. This seems to be the case for my age-group (I'm 22).<br><br>When it comes to online ad content that adds value, videos seem to be the only one that sticks out (like the Cadbury Gorilla drumming video). <br><br>Of course, now I don't spend near as much time on YouTube (which may be a good thing) due to it being filled with ads.... “I'd also point out that we have seen a surge in more relevant, content enhancing rich media ads that are supporting the content within which it is surrounded, rather than just being a distraction.”

Nice comment, Karna. With regard to the above quote, can you give us an example of a content enhancing rich media ad?

Personally, I've never come across a content enhancing display ad. Anything that is not what I”m doing is a big annoyance. I don't click anything or pay attention to any ads. This seems to be the case for my age-group (I'm 22).

When it comes to online ad content that adds value, videos seem to be the only one that sticks out (like the Cadbury Gorilla drumming video).

Of course, now I don't spend near as much time on YouTube (which may be a good thing) due to it being filled with ads….

]]> By: Kevin Vogelsang http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-128 Kevin Vogelsang Fri, 09 Oct 2009 16:24:11 +0000 http://jeffhilimire.com/?p=530#comment-128 "I'd also point out that we have seen a surge in more relevant, content enhancing rich media ads that are supporting the content within which it is surrounded, rather than just being a distraction."<br><br>Nice comment, Karna. With regard to the above quote, can you give us an example of a content enhancing rich media ad? <br><br>Personally, I've never come across a content enhancing display ad. Anything that is not what I"m doing is a big annoyance. I don't click anything or pay attention to any ads. This seems to be the case for my age-group (I'm 22).<br><br>When it comes to online ad content that adds value, videos seem to be the only one that sticks out (like the Cadbury Gorilla drumming video). <br><br>Of course, now I don't spend near as much time on YouTube (which may be a good thing) due to it being filled with ads.... “I'd also point out that we have seen a surge in more relevant, content enhancing rich media ads that are supporting the content within which it is surrounded, rather than just being a distraction.”

Nice comment, Karna. With regard to the above quote, can you give us an example of a content enhancing rich media ad?

Personally, I've never come across a content enhancing display ad. Anything that is not what I”m doing is a big annoyance. I don't click anything or pay attention to any ads. This seems to be the case for my age-group (I'm 22).

When it comes to online ad content that adds value, videos seem to be the only one that sticks out (like the Cadbury Gorilla drumming video).

Of course, now I don't spend near as much time on YouTube (which may be a good thing) due to it being filled with ads….

]]> By: Jeff Hilimire http://jeffhilimire.com/2009/10/uk-shows-us-the-future-of-digital-progress-or-sign-that-were-unwilling-to-learn-from-history/comment-page-1/#comment-127 Jeff Hilimire Fri, 09 Oct 2009 16:10:03 +0000 http://jeffhilimire.com/?p=530#comment-127 Damn @karnacrawford, you set me straight on this. I assumed it was literally online ads. Can't disagree with anything you wrote (though I was hoping too!). Damn @karnacrawford, you set me straight on this. I assumed it was literally online ads. Can't disagree with anything you wrote (though I was hoping too!).

]]>