Tighter disclosure requirements could change how sites deal with advertising.
In mid-March the Federal Trade Commission released new disclosure requirements for online advertising, reviews and brand-related content on sites that receive remuneration from those brands. The new focus is largely on visibility, and common practices such as addressing disclosures on another part of the page or via a link would not seem to meet the new requirements.
Search Engine Watch
Ad industry groups are lobbying Mozilla to kill proposed third-party cookie suppression.
The Interactive Advertising Bureau (IAB) and the Digital Advertising Alliance (DAA) have called on Mozilla to cancel a proposed change to its Firefox browser that would automatically prevent third-party cookies from being placed on user devices. Websites would still be able to place "first-party" cookies for users who visited their websites. The DAA notes that of the visitors to its site, roughly about one in 20 has chosen to opt out of cookies.
Email marketers recognize newer online trends, but take time to adapt.
A study by Marketing Sherpa found that the proliferation of mobile devices was the leading trend expected to impact email marketing programs in 2013, closely followed by social media. Although email marketers recognize these current trends, they haven't completely adapted to them -- only 42% of companies surveyed have fully adapted their emails to display differently on mobile devices than on traditional computers.
Apple leads booming growth in mobile video viewership.
Video technology firm Ooyala predicts that worldwide viewership of online videos will reach the 1.5 billion mark by 2016. The fastest growth in video viewership is coming from mobile devices, and in particular Apple's devices. Users of iOS systems accounted for two-thirds of mobile video viewership last year, with a strong lead over owners of Android systems.
The New York Times plans to use Twitter trends to package advertising.
The New York Times has launched a new advertising package called "Sparking Stories," which targets ads depending on how stories are trending on Twitter. The goal is to use those trends to get advertisements alongside the stories that are likely to attract the biggest audience at the time.
Mobile penetration and click-through rates are changing digital advertising.
Marin Software has found that not only are smartphones and tablets growing in usage, they also provide higher click-through rates (CTRs) for ad campaigns. Compared to traditional computers, CTRs were 107% higher on smartphones, and 37% higher on tablets, making the cost-per-click (CPC) cheaper on mobile devices. However, Marin predicts that advertising costs for mobile platforms will continue climbing, and the CPC for tablets could approach the cost for desktop computers in 2013.
Tangible results from social media efforts still elude retailers.
A study by PwC found that even though 59% of consumers surveyed report that they follow brands on social media, only 12% actually bought anything through social media channels. Only 18% feel their buying behavior was influenced by information they gained via social media.
Media Post News