Every 2 years, local media companies anticipate a revenue boost from political advertising. In recent years, divisive campaigns have resulted in huge windfalls for some TV station operators and newspaper publishers. 2014 is an election year with plenty of expected campaign advertising but some industry watchers are predicting a significant shift from traditional to digital media formats. The Off the Grid survey produced for Google links the shift to changing consumer behavior.
Last summer, some ad industry experts were predicting that consumers were less than thrilled with mobile ad campaigns. They suggested that consumers would be more likely to pay attention to and interact with mobile ads if there was a reward involved. In a recent Adweek article, Mike Shields questions whether the rewards-driven mobile market may be shifting as larger platforms like Facebook, Google and Twitter dominate the space.
Are digital marketing services the future for traditional media publishers? In a recent speech given at the Key Executives Mega Conference, Gordon Borrell urged newspaper leaders to consider new revenue sources, including digital marketing services. The details of his presentation were summarized by Kathy Haley at NetNewsCheck and built on the Future of Legacy Media report that Borrell Associates released last month.
Bricks and mortar stores have plenty of completion from online competitors and other enterprises in the local market. One way to get an edge on the competition is to court potential customers who are in the immediate area. xAd, a mobile-location ad platform, has just released its assessment of geo-targeting based on information it has been compiling from its clients and sees a bright future for this ad format.
Programmatic ad buying is capturing more attention and a bigger portion of the digital marketing budget. Industry experts note that the programmatic market has been doing particularly well in terms of direct response money. At the same time, there’s been growth in private exchanges. Now, Google wants to change everything and create a ‘custom brand exchange’ that will allow it to serve “as an intermediary between high quality publishers and the upper echelon of advertising options in a demand-driven market," according to a post by Corey Pollack on Wave Digital Media.