The Association of National Advertisers just released a RFP for a research agency to ‘demystify’ the advertising & media landscape – and clear up perception issues around rebates, kickbacks, and other practices. Results from a recent ANA & Forrester study shows some of the hot topics marketers are most concerned about;
It is apparent that there is a wide disparity in the opinions throughout the industry. The lack of a common perspectiveruns the risk of suboptimal client/agency relationships and challenged business processes throughout the ecosystem. It is the ANA’s belief that the industry requires an independent, objective, third-party individual/organization to:
- Demystify the landscape.
- Understand the role of holding companies and their levels of engagement.
- Understand if media plans are being compromised.
- Develop practical solutions and best-practice behaviors that serve as industry standards.
- Determine where marketers’ behavior may be “pushing the limits.
Media, news & information done right – via Vox’s Card Stacks & pubs / media brands (like Eater, Curbed, Vox.com, Polygon, The Verge, SB Nation, Racked). With their success (and Google’s own Cards / Knowledge Graph), it’s clear that new content forms are not just nice to have, they’re a requirement (short, sweet, & visual) – a trend that has already been happening in the mobile space, is now coming to desktop (see apps like Looksee, Nat Geo View, etc.)
Finally, Facebook is taking a step ahead with the release of its new Ad Relevance Tool (rating 1-10) for advertisers. We knew they’d get here eventually – as we’ve seen that;
Quality Content (Creative) = Higher Engagement = Lower CPMs
This move appears to be the latest way Facebook is trying to get a grip on the firehose of content flooding people’s news feeds. Last year the company moved closer to a pay-to-play model for brands to communicate with people on Facebook, which made room in people’s feeds for posts from friends and family. But heated as the competition may be to freely take up space in people’s feeds, things are also heating up on the paid side.
For the past two years, the average price for a Facebook ad has been on a steep incline, while the number of ads the company serves has dropped. In the fourth quarter of 2014, Facebook’s average price-per-ad rose by 335%, and the number of ads it served fell by 65%.
CPM trends across display, social (even with detail by industry, mobile & video) – and the winner of the LONGEST INFOGRAPHIC in FOREVER Award.
If you remember Altimeter Group‘s Converged Media Imperative when it came out in 2012, you’ll be surprised when you reread the content and realize that marketing as an industry – and most marketers – still aren’t there yet. Channels are still siloed. SEO still reigns supreme, Paid is still questionable, Social Media still exists in a bubble – and for most, marketing budgets still match last click attribution. Reevaluating this Converged Media Strategy – and with a checklist – might be the way to help make a drastic (better late than never) change in your Content Strategy;