Trends: Digital Advertising – The six most transformative in online marketing by Anthony Ha
A vast array of technologies and trends are transforming online marketing. Because it’s hard to wade through the changes, we’ve whittled them down to six that are significant.
The death of the click through—maybe for real this time. Advertisers and publishers have been predicting—and hoping for—the death of the click-through rate for years, complaining it’s a highly inefficient way to measure an ad’s success, especially for brand advertising. Click throughs aren’t dead yet, but efforts like startup Moat’s “Kill the Click” campaign, which focuses on time spent mousing over an ad rather than clicking, should help dig its grave.
The merging of mobile and desktop. The dividing line between mobile devices (especially tablets) and desktop/laptop computers seems to be blurring. Apple, for example, has been incorporating features from its smartphones into its desktop operating system, and Jefferies & Co. predicted recently that Apple’s two systems—OSX and iOS—will merge completely. Meanwhile, ad servers like Google’s DoubleClick are trying to integrate their desktop and mobile offerings.
The persistence of supercookies. Researchers have found that major websites—specifically Hulu and MSN.com—have been following visitors with a file called a “supercookie,” which continues its tracking even after users delete it in their Web browsers. Not surprisingly, this doesn’t go over well with consumers. When called out, Microsoft and Hulu apologized and claimed to stop the practice. Don’t look for them to disappear completely, though—supercookies are legal.
Continues at: Trends: Digital Advertising | Adweek.
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- Mary Meeker’s 2011 Presentation On Internet Trends (q-ontech.blogspot.com)
- Digital Approaches Tipping Point, Narrows Ad Agency Gap To Just One (mediapost.com)
- Online Advertising’s Greatest Trick (twistimage.com)
- 4 Pillars of Consumer and Advertiser Behavior in Retail Mobile Advertising (searchenginewatch.com)
