According to IAB’s latest Internet Advertising Revenue Report, social media ad revenue in the US amounted to $13.1 billion in the first six months of 2018, up 38 percent from the first half of 2017. Social media advertising now accounts for 26 percent of total internet advertising revenue, a sharp increase over its 8 percent share in 2012. IAB estimated that digital ad spending is on track to pass the $100 billion milestone for the first time this year.
With audience-based buying, advertisers purchase their specific audience directly, using data to inform their decision-making. This is a good thing, but not necessarily a new thing, and a variety of tactics can be employed to implement this strategy. This is especially true in more traditional forms of media such as TV, where for years advertisers used data to build rankers and find programming with the greatest index for their desired audience. Yes, today’s data operations are a lot more sophisticated than they were decades ago, but the fundamental premise remains the same.
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Too many advertisers view direct response and brand marketing as two separate and distinct efforts, often managed by different departments within an organization. But really, they are two sides of the same coin.
Branding is traditionally defined as the characteristics and values a company represents to consumers. Successful brand marketing expresses these values in a compelling manner that differentiates from competitors while creating a connection with potential customers.
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Editor’s Note: Quick takes on a panoply of topics from industry leaders (Part 4, Tech & Platforms)
What Scares Me … Industry Leaders Reveal Their Worst Fears
Most forms of conventional advertising—print, radio and broadcast television—have been losing ground to online ads for years; billboards, dating back to the 1800s, are holding their own. Such out-of-home (OOH) advertising, as it is known, is expected to grow by 3.4% in 2018, and digital out-of-home (DOOH), which includes the LCD screens found in airports and shopping malls, by 16%. Such ads draw viewers’ attention from phones and cannot be skipped or blocked, unlike ads online.
Levi Strauss & Co. might have started as a jeans purveyor, but it has since moved beyond its single-product roots into a more diversified mix of apparel offerings, including a robust global T-shirt business nearing $1 billion in sales. At 165 years old, Levi’s is a lifestyle brand for the masses.