Viewing entries tagged
digital advertising
Millennials and women prefer independent labels to designer and luxury brands, according to a study by creative management platform Flite.
Twenty-three percent of women and millennials are likely to buy independent labels, compared to the 14 and 19 percent, respectively, which are apt to purchase luxury brands. Luxury brands are thus tasked with ensuring these consumers switch their preferences as income begins to increase.
Publishers and advertisers alike are looking for ways to offer readers engaging and less-interruptive experiences with native/branded content. Some are experimenting with different ad formats and sizes like the Immersion Unit developed by Flite, a creative management platform.
The New York Times started using Immersion Units late last year and the format has quickly evolved as a go-to format that the Timeshas incorporated into premium ad offerings.
As described by Flite, the units are designed to deliver content-rich native experiences with non-standard ad sizes. These in-stream ad units are helping publishers increase engagement rates.
Have you dipped into Facebook's Canvas yet? If not, it may be time to give it a whirl. Flite CEO Giles Goodwin offers some pro tips on how you can make the most of the quick-loading, interactive ad format.
Unless you’ve been on extended sabbatical, you’ve undoubtedly read countless articles portraying digital video as more or less the Holy Grail of digital publishing. Without a doubt, mobile and video are no longer distinct, discrete strategies per se, but rather must be integral to everything you do.
Just examining video alone, the benefits are all there – higher engagement, robust video completion rates (VCR) and a much-needed shot-in-the-arm of additional revenue for publishers. Video ads often see up to three times more engagement than display counterparts. However, monetizing video can be challenging, especially when you look at some of the revenue splits. For example, video creators on YouTube keep about 55% of ad revenues, while musicians earn about a 70% cut from platforms like Spotify and iTunes.
However, with a bit of restraint and guidance, digital video may just be the silver bullet you’ve been looking for. Let’s take a look at six potential strategies to get you beyond the obvious solutions, and make digital video work better for you.
We all know there’s something wrong with the digital advertising industry. But like children pointing fingers after a playground scuffle, we’re all sure the problem started with someone else.
Whether it’s ad fraud, viewability, ad blocking or any of today’s thorny industry problems, we all have one refrain: “It’s not my fault.” Brands and agencies whine that networks and exchanges aren’t doing enough to separate human viewers from bots. Publishers complain that nefarious traffic creates distrust and drives CPMs down.
So your company has decided to go the way of Unilever and "zero-base" its marketing budgets. You Google the term, and what you see gives you chills. For example, The Wall Street Journal calls zero-based budgeting "an arcane-sounding financial tool that slashes costs by focusing on details as minute as how to make photocopies."
Flite was originally founded in 2006, and rebranded from Widgetbox in 2011. Can you tell us a little more about the evolution of the company over the years and how you made the foray into creative management for marketers?
We started the company focused on connecting content producers with consumers across the web. Larger publishers started to use our platform to produce ads with a better user experience and that led us to our current business.
We in the digital advertising space like to think of our slice of the industry as forward-thinking, ahead-of-the-curve and superior to “traditional” advertising. We’ll even spout things like, “digital is no longer a consideration – everything is digital.”
OK, great, only every day, digital advertising fails to connect with consumers and falls further behind.
The reason is simple: user experience, or in digital parlance, UX.
