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Facebook Targeting Works Like 18th Century Newspapers

Targeting is a concept in marketing that goes back to the beginning of media.

Even newspapers in 18th century America and elsewhere knew the concept of targeting — topically and geographically. (more…)

Stored in Marketing and tagged

Mobile Advertising Trends Raise Concerns on Revenue

smartphoneAnyone who has developed a responsive Web site that displays well for mobile visitors will likely find that their total audience has increased over the last few years.

If the responsive site has been well designed, the pages per visit and return visitors should be increasing as well.

Search engines recognize sites that are responsive and raise their rankings in search results because visitors will respond favorably to those results.

Unfortunately, all of this good news doesn’t mean that mobile advertising will deliver the same kind of numbers.

Numerous credible sources point to weak click-through rates and RPMs (revenue per thousand impressions) for mobile advertising.

Ironically, spending on mobile advertising continues to climb while spending for desktop advertising has weakened. (more…)

Stored in Advertising and tagged , ,

Programmatic Advertising Tutorial: A New Wave of Efficient Buying and Selling

Old practices sometimes get new names, and programmatic advertising is one of them.

This hot buzz word describes a process of automating the buying and selling of ads online.

What makes it so hot now is a vision of the future that takes away any decision making on the part of the marketer and places it directly in the hands of software that does real-time bidding of ad space. (more…)

Stored in Advertising and tagged

Mobile Display Ads Present Opportunity for Smaller Players

1st half 2013 online advertising segments

Data source: IAB. Graphic © Promise Media

Search-related advertising has dominated the online environment for desktop computing for many years, but mobile may be changing that dominance.

The search format, usually in the form of text ads, made up 43 percent of total online advertising in the first half of 2013, according to the Internet Advertising Bureau.

Banner advertising came in a distant second place at 19 percent while mobile (mainly mobile search and banners) made up only 15 percent.

Those numbers looked quite a bit different in the first half of 2014. (more…)

Stored in Advertising and tagged
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