Category Archive: Advertising

Will ad blockers usher in a new era of permission based marketing?

Who has an ad blocker installed right now?  After being followed around the web by a shoe ad (or “retargeted”) I finally gave in and installed an ad blocker over the holidays.  Turns out, retargeting from brands has been a large contributor to the rise in ad blocking (see graph below from this HBR article).  It makes sense, right – people get irritated when a brand stalks them around the web without [...]

2015 was not kind to large brands – but some found ways to win …

2015 was not kind to many established brands – particularly within the FMCG sector.  In the fall, AdAge via Catalina reported that large FMCG brands in the top 100 lost market share – even though their respective categories grew.  In July, OC&C reported that sales growth across the top 50 FMCG Brands had decelerated significantly, likely triggering a wave of spin-offs and restructuring.  In 2015, P&G said goodbye to a large number of brands – and a number of mergers [...]

The death of social referral traffic for large media players?

Over the past few years, rising social referral traffic to brands/publishers from sites like Facebook, Pinterest & Twitter has challenged traditional search engines.   The top two suppliers of social referral traffic to publishers globally are now Facebook and Pinterest. See this Forbes article for details & the chart below.

But just as social referral traffic has started to surpass search — Facebook decides to change it up.  The Times recently reported [...]

McDonald’s gets “uber-transparent” and the crowd responds

Do you like Chicken McNuggets?  I confess, I enjoy driving through McDonald’s from time to time for a box of McNuggets.  So, I was relived when I saw this “under the hood” video from McDonalds, revealing how Tyson makes a McNugget.

The “Internet” wasn’t too impressed though.  Over the past 31 days, McDonald’s has had some of the most disliked videos on YouTube–driven by the heavily disliked McNuggets transparency video.    

Across the [...]

21st century magazine content discovery

Just a few years ago, it was easy to find a vast rack of magazines covering every interest niche imaginable at the big box store around the corner.  You could sit with a stack of magazines–and an overpriced coffee—and waste away the day.

Nowadays, people are spending less time at the magazine racks and more time with their mobile devices.

Quietly, Pinterest has become the (virtual) place people discover content around their interests. [...]

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