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advertising strategy

Innovation chapter 2017: Editors' note on how to successfully manage radical reorganisation Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report.
FIPP World Congress Draft Agenda Exclusive preview for FIPP Members of the working draft as of 24 May 2017 Note: All aspects of the agenda remain subject to change
Chart of the week: What's growth going to look like in the digital arena? The biggest challenge for advertising professionals and marketers in the online world is stay on top of an ever shifting marketplace. Things might have become a little more predictable in recent years but are still less so than in the offline ad world. Technological changes still make digital advertising a shifty business. However, some trends and proportionate market shares are likely to prevail and develop in a predictable manner. One thing most observers are pretty sure of is that the digital ad market will in the foreseeable future show no signs of saturation. According to the Digital Market Outlook by Statista (https://www.statista.com/outlook/216/100/digital-advertising/worldwide#), the total worldwide digital ad revenue in 2017 is likely to stand at more than $227 billion. This figure could increase by more than 46 percent to $332 billion in four years' time. Some argue that social media advertising will likely grow disproportionately faster than the rest and might end up taking a bigger share than conservative estimates predict. However, from today's vantage point it seems to be a safe bet search ads will continue to account for the biggest chunk of digital ad revenue, making up 40 percent share of the total revenue.
DIS speaker presentation: John Wilpers, Innovation Media Consulting Top innovations in media, from around the world
Chart of the week: What are the top 10 goals of influencer marketing? The direct pay-for-play broadcast model of advertising does not work like it used to. One of the most apparent reasons being the use of ad blockers. Influencer marketing has established itself as an alternative means of indirect brand promotion. Asking influencers to promote your wares has its obvious advantages. It’s a more subtle means of manipulating potential customers to part with their money. According to data published in a report by Brandchannel (http://brandchannel.com/2017/01/26/5-questions-traackr-influence-012617/), influencer marketing should have the overall brand advocacy at its foremost goal. 94 per cent of respondents named this as the top goal of influencer marketing. Second most important goal is the expansion of general brand awareness.
Chart of the week: What are the top 10 goals of influencer marketing? The direct pay-for-play broadcast model of advertising does not work like it used to. One of the most apparent reasons being the use of ad blockers. Influencer marketing has established itself as an alternative means of indirect brand promotion. Asking influencers to promote your wares has its obvious advantages. It’s a more subtle means of manipulating potential customers to part with their money. According to a data published in a report by Brandchannel (http://brandchannel.com/2017/01/26/5-questions-traackr-influence-012617/), influencer marketing should have the overall brand advocacy at its foremost gal. 94 per cent of respondents named this as the top goal of influencer marketing. Second most important goal is the expansion of general brand awareness.
Time Inc. Connected Consumers study Time Inc. Connected Consumers study
Time Inc. AdSense study: Uncovering the value of magazines Time Inc. AdSense study uncovering the value of magazines; proving the effectiveness of magazines; understanding their role in the media mix; and evaluating brand campaigns across media.
Chart of the week: We like emails to spark our interest Email marketing is still one of the most effective ways to get potential consumers interested in a product. What stands true for clothes and sneakers also goes for publishing products. According to data published in a new study by Adobe Digital Insights, the (in digital terms) relatively old-school method of emailing people shows a year-on-year decline, but still is by far the most liked method. Almost 50 per cent of the respondents said they preferred to be contacted this way. Perhaps even more surprisingly, the direct mail comes in second place. Then again, all marketing methods on the rise are digital or semi-digital: apps, social media, text messages and even phone calls.
Magnetic: Metrics that Matter 2016 presentation Presentation at Sparks on 27 September 2016 of the Magnetic research commissioned with Carat to look at the impact of the full range of magazine media assets across both print and digital, including display and advertorial and native solutions.
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