About Morning Coffee

Morning Coffee is a customizable, real-time aggregator of news feeds, research, blogs, and videos from the industry and beyond. Morning Coffee keeps you up-to-date on what you want to know, when. Browse through various topics and publications to stay on top of the latest industry news.

Go to Morning Coffee »

---

5 Cups of Morning Coffee

Each week our Knowledge Specialists summarize the top articles in 5 Cups of Morning Coffee below!

Ad Engagement Relatively Strong for Made-for-Web Video Content

Research from Tremor Video reveals that “made-for-web content performs just as well as repurposed TV content when it comes to ad engagement.”  The study, named “Upfront, NewFront, Nupfront,” compared ad metrics for 5 publishers that repurpose TV content on the web with 4 made-for-web content publishers during the first quarter of the year. According to the study:

• “Click-through rates for the repurposed TV content (1.11%) and for the made-for-web content (1.09%) are evenly matched.”
• “Engagement rates were also similar, with made-for-web content (2.72%) slightly ahead of repurposed TV content (2.68%).”
• “Completion rates for ads run during repurposed TV content were about 10% higher than for ads shown during made-for-web content (91% vs. 83%).”

Read the full article

For more info, check out the Marketing Tab in Morning Coffee

All Eyes on Native Advertising, Despite Uncertainties

eMarketer’s new report discusses native advertising, saying that “although business prospects for native advertising are positive, the medium has its detractors.  Some media executives and marketers are wary of the blurring of lines between content and advertising that occurs with native ads, particularly in the context of news sites.  Others question the return on investment of these ads, arguing that native ads cannot scale for multiple placements.  And, there is still the question of defining native advertising.”  Interesting findings from the report are included below:

• “Native advertising platform Sharethrough conducted a survey of US media agency executives in late 2012 and found that nearly 50% considered native video ads to be more effective than conventional ads at hitting key performance indicators (KPIs).  Slightly more than one-third of respondents said it was too early to tell which were more effective, and the rest said native ads were either equally effective or somewhat less effective than other ad types.”
• “In terms of the audience’s reaction to native advertising, MediaBrix, an ad platform for social and mobile games, observed in October 2012 that a high percentage of US internet users found ads that appeared as content misleading.”
• “Despite the potential backlash against misunderstood native ads, media sites under monetization pressure are turning to native advertising to drive digital revenue.  Notable examples include Forbes, The Atlantic and The Washington Post. Others such as CNN and Hearst have said they are considering it.”

Read the full article

For more info, check out the Advertising Tab in Morning Coffee

Shopper Marketing is Going Mainstream

Adweek spoke with Tim Manners, founder of the retail marketing The Hub Magazine in its latest issue.  According to Manners, “there’s growing recognition that retail is the center of gravity in marketing.  In all its manifestations, whether online, e-commerce, in-store or mobile, retail is in the center of everything a brand touches.  There’s also greater recognition of its potential as a marketing platform, not just a distribution channel.  Retail is unique.  It’s the one place where both sales and marketing happen at the same time.”

Read the full article

For more info, check out the Shopping & Retail Tab in Morning Coffee

Optimize Format for Effective Multi-Media Viewing

In MediaPost, Jack Loechner highlights report findings from Brand Perfect. “In the study, primary research focused on the current state of online consumer publishing across 100 top titles in the U.K., U.S. and Germany, and identified the fragmented nature of publishing channels today”:

• “Considering global publishing for a digital generation, sales of tablets and smartphones will outstrip desktop sales by two to one, with tablets alone on target to do so in 2013.”
• According to “an independent analysis by Kleiner Perkins Caufield & Byers, smartphones are expected to reach more than 2 billion units by 2015, with the number of tablets tripling in the same timeframe to reach just fewer than 3 billion units.”
• “Publishers have invested heavily in apps, yet many publishing apps have limited audiences and often require unique creative work from an advertiser. Many publishers are not providing user-friendly experiences for the mobile web, says the report.”
• “The first major limitation of the current ad server model …is that advertisers cannot be expected to supply a separate creative for each of the separate smartphones, tablets, laptops and desktop computers on the market. Either the advertising message is served exclusively to those devices for which suitable creative is provided, or the ad server may rescale the closest match to fit the new ad size, often with unpleasing results.”

Read the full article

View the full report [pdf]

For more info, check out the Media Tab in Morning Coffee

Advertising Product Results? Put Images Closer Together

The University of Chicago Press highlights a recent study which shows that “consumers believe a product is more effective when images of the product and its desired outcome are placed closer together in advertisements.”

• “In a series of studies, consumers were asked to judge the effectiveness of a variety of products promising specific results (acne cream, pain reliever, nasal allergy spray, bug spray, fabric softener). “
• “Consumers tended to assume a product was more effective when its image was placed closer to that of its promised effect.”
• “The proximity of the images was more influential when consumers were less knowledgeable about a product category or when the results were expected sooner rather than later.”

Read the full article

For more info, check out the Advertising Tab in Morning Coffee

Archived 5 Cups Headlines