I’ve banged the drum in previous weeks about the importance of consumer education about behavioural advertising, and the IAB’s recent research has highlighted the need for this.
Today the IAB has published a guide on behavioural advertising specifically for industry, our first step in helping educate the market about this practice (although you’ll be glad to know that this will be my last blog – for now – talking about education). The guide explains how behavioural advertising works, how it differs to other types of targeted advertising on the internet, its benefits to web publishers and advertisers, consumer attitudes as well as online privacy and industry good practice.
Read more on Education, education, education (part three…and final)…
Of course it’s not, but the digital creative industry can be as quiet as a corpse sometimes. This year I’ve seen absolutely blinding digital creativity in web design, interactive rich media, even in the copy used for search ads. Actual creative genius resides in digital – but sometimes, digital creatives can be so polite amidst the marketing rabble!
The IAB has Creative Showcase, which highlights the best of the best and there’s Creative Review, which is ace. Plus I’m sure creative agencies highlight their best creative to clients and internally, but if we’re to continue proving this medium I honestly believe digital creatives need to become collective uber show-offs of the highest order. And there doesn’t always need to be an award at the end of it.
Print, outdoor and TV ads sometimes end up in art galleries. Why not digital? Some digital creativity is beautiful! A stunning, interactive work of art. There are barely any digital creative blogs/sites either, yet campaigns are going live daily. Digital’s very nature makes it mass broadcast but on a personal level – so while it’s hitting the mark with its target consumers, it needs that extra push in the marketing industry to get it noticed. Here’s my push of a simple, but beautiful and clearly messaged pre-roll ad for the RAF edited specifically for online and run across WebTVEnterprise’s network. Click on the image to watch it:
Read more on Digital creativity dead?…
Options and WolframAlpha are two significant announcements from the search
world this week… kinda.
First up is
Google Options which joins the ranks of images, maps, video, blogs and more
channels for finding content. To clarify, I don’t think search is too
complicated for consumers – consumers get it. What this post is referring to is
the other side, the complexities that website owners now face.
Read more on Google Options and Wolfram Alpha are significant, but for what reasons?…
I recently wrote about the way
video is bringing major changes to internet content.
This is a big deal. Online video
already plays a massive and unique role in the lives of the UK
population. Whether it’s an embedded YouTube clip on a blog, a professional news
clip on the Telegraph or Guardian websites or even a full length programme or
film from Channel 4, Sky or the upcoming Love Film service.
Read more on Marketers fail to seize internet’s branding mother load…
Last year the IAB established a Video Council, consisting of publishers, agencies and providers, chaired by Rob Black at UTarget.Fox. This group is working full steam ahead to produce a new online video resource and printed publication to educate marketers on the best ways to use advertising in and around online video content. This resource will include an update to our guideline standard released last year. With over 35 senior representatives from different companies taking part, it’s involving a lot of coordination but is very quickly bearing fruit.
Read more on Online video advertising is on the precipice…
“Lady Gaga? Never heard of her” my mum said on the phone. Ten minutes later and I had an email from her entitled “Lady Gaga”, with the message “I searched for her website. I like her sound.”
Read more on Are we all talking gaga?…