While there have been a lot of interesting tidbits of news on display advertising last week (Google’s ad price decline, for instance, or Fox Sports’ hunt for ad agencies), there were three developments in particular we’d like to share and discuss with you.
These news concern the Interactive Advertising Bureau’s finalization of the HTML5 ads for Digital Advertising 1.0 (it’s just too important not to mention, insight on the digital trends driving online marketing in 2013, more insight on the failure of pre-roll digital video,360 Interactive Video and the application of “Big Data” to the consumer purchase journey.
Big Data and the Consumer Journey
The buzzword “Big Data” has been around for a couple of years now, and it has gained notorious popularity in the age of cloud computing and the consistent creation of terabytes upon terabytes of digital data every year. But for us folks concerned with delivering rich media creative experiences to consumers, for Big Data to be relevant, it needs to be applied to the consumer journey.
OglivyOne mocked-up a great video of the promise of Big Data merged with consumerism to make the everyday life of people in the real world interconnected through digital connectivity, augmented reality, and touch and motion sensor technology.
Digitaland, Digital creative agency, says that The best part is what the video implies for digital advertising. Watch the five-minute clip and just look at the possibilities of rich media in an environment like that. Creatives in mirrors, glass doors, creatives synced from personal devices to POS machines, delivered to a targeted consumer through the best channel at the best times. For now it’s a promising dream, but even as the video plays it gives you some interesting data on how the vision is in part already reality today.
Our analytics tools, performance tracking methods, and even retargeting technology will soon be streaming Big Data, and the bigger picture for rich media creative is that it might just be the future of not only online advertising, but real-world, augmented reality advertising as well.
IAB Launches HTML5 ads for Digital Advertising 1.0 – Custom banners designs
Hurray for more standardization. Aiming to reduce operational costs and simplify the creation process across multiple screens, the IAB settled for a new standard to tackle the issue of file size restrictions. The finalized “1.0” version of the HTML5 standards for digital ads takes into account the widespread use of HTML5 to scale creatives across platforms and “addresses inherent challenges in leveraging the ad code, while providing a series of time and cost-saving recommendations.”
Some of these recommendations are as follows (exact quote from IAB’s press release):
- HTML5 display ad units (non-rich media)
- File and ad unit size
- Code and asset compression
- In-banner video advertising and animation
- Efficient ad creative packaging
- Ad server compatibility communication recommendations
The joint effort between IAB’s Ad Operations Council and Mobile Marketing Center for Excellence is the first step towards a “Build Once – Deploy Everywhere” simplified scheme for proliferating creatives across multiple screens.
AdverBlog on 2013 Digital Trends
The consumer purchase journey – the central focus of entire marketing campaigns that span search, social, and display – is ever changing. And that’s an understatement. In an article that guest posts some insightful research, AdverBlog shares informational digital trends for 2013 relating to the all-important consumer purchase journey.
For guys like us who move in the realm of digital media, perhaps the most significant development is the consistent move towards not just a personalized and on-demand marketing model for individual users, but also the move towards connected retail that integrates several digital technologies and leverages consumer behavior. Rich media and creative ads are perfectly poised to be at the forefront of the shift to a marketing phase that online shoppers can truly enjoy. It’s like slowly erasing the polarizing effects of Creative Banner blindness with the very channel that caused it in the first place.
The focus of the digital trends in 2013 is delivering “useful and engaging experiences” for the consumer, and what better marketing channel can provide both facets in one go than rich media creative display advertising?
VentureBeat Sticks it to Digital Video (Pre-Rolls)
We’ve stated before how the current state of video advertising just won’t cut it, and this time even VentureBeat is taking cues from ailing and failing digital video strategies. “Digital video needs to rethink its advertising model,” they say. And for good reason.
Try and go into Youtube and watch something. Nearly every other video will have a targeted pre-roll advertisement that you neither care for nor want to see. I’d bet you skip all those pre-rolls as soon as the five second grace period is over and the skip button activates. It’s silly to deliver an ad format that people don’t want to bother with, and then adhere to permission-based marketing and be polite enough to allow them to skip it. Something has to give, and we all know permission-based marketing will stay. These interruptive pre-rolls leave a negative impact on the brand, VentureBeat’s article states. No real wonder there.
Furthermore, the article also correctly claims that consumers want control over the content they watch. That’s why they’re on Youtube in the first place and not a scheduled cable network. Hulu delivers a better advertising experience, VentureBeat says, with its Ad Selector feature. Finally, the article hits the last nail in digital video’s coffin by pointing out that the digital video’s model for mobile advertising is simply broken. I can hear Seth Godin right now: “it’s broken.”
Consider this: mobile devices are the most personal browsing apparatuses available to consumers, AND the video content they consume on these highly personal devices tend to be shorter – think 6-second Vine and Instagram videos. Now flop a 30-second pre-roll ad on top of those factors and you get an utter failure of engaging mobile vide Effective Ads.
The industry needs to rethink its digital video advertising approach.
Well, that’s it for now. Which stories were most exciting for you?