Patricio Robles says, “Ad blocking has been on the rise for years, but publishers aren’t accepting the inconvenient truth behind the trend. Instead they’re trying to combat the ad blockers. Some are asking users with ad blockers to disable them, and others are experimenting with alternative techniques, such as subscription business models. Others are getting even more creative, or sneaky depending on your perspective. Here are three of the newest examples of publishers and advertisers targeting ad blockers. Netflix Netflix is currently running an ad campaign that specifically... [...]

Barry Levine says, “San Jose, California-based Immersion has launched its Haptic Ad Service for the development, management and tracking of mobile ads that provide physical feedback, like car engine vibration, thunder rumble or horse hooves’ impacts. VP of Marketing and Product Management Todd Whitaker told me that this is the first time for feel-based mobile advertising at scale, something that cannot be offered in, say, TV or laptop/desktop ads. He added that while there are other one-off haptic ads, “we’re not aware of any competitor” offering such a service. Examples: shaking... [...]

Frederick Vallaeys says, “If Google’s expanded text ads (ETAs) are supposed to perform better than standard text ads, why did Google delay the sunset for creating legacy ads from late October 2016 to the end of January 2017? A recent conversation I had with a Google product manager explained it pretty well. To start: quality matters. When expanded text ads are well-optimized, they outperform legacy ads; however, standard ads have had years to go through numerous optimizations, and in some cases, a brand-new ETA may not immediately outperform. The date was moved back to give people more... [...]

Chris Silver Smith says, “If you or your company have seen something that harms your reputation abruptly appear in Google’s search results, you may be wondering how and why something negative could appear so fast — and how it gained against longer-established materials. It’s pretty simple, though: Google’s algorithm likes it better. Let me explain. First of all, Google has worked very hard to interpret user intent when searches are conducted. It’s not easy to fathom what people may be seeking when they submit a keyword or a keyword phrase. When someone searches for “pizza,”... [...]

Frederick Vallaeys says, “If Google’s expanded text ads (ETAs) are supposed to perform better than standard text ads, why did Google delay the sunset for creating legacy ads from late October 2016 to the end of January 2017? A recent conversation I had with a Google product manager explained it pretty well. To start: quality matters. When expanded text ads are well-optimized, they outperform legacy ads; however, standard ads have had years to go through numerous optimizations, and in some cases, a brand-new ETA may not immediately outperform. The date was moved back to give people more... [...]

Craig Simpson says, “In 1983, advertising legend David Ogilvy wrote about his experiences on a number of famous ad campaigns and commented on different aspects of the business in his book Ogilvy on Advertising. In the book, he gave a rather lengthy list of qualities he believed were essential to creating a successful ad campaign. He called it “How to Produce Advertising That Sells.” Let’s look at just some of the main points made by this master advertising legend, as they’re still on the money today — and apply to any kind of promotion you may be involved in. 1. Do your homework... [...]

Greg Sterling says, “Digital ad revenues in the US reached $32.7 billion for the first half of 2016, according to the IAB’s new Internet Advertising Revenue Report. Overall, search ad revenue (desktop + mobile) represented 50 percent of the total, which was up 19 percent year over year. Mobile advertising as a channel (inclusive of multiple formats) was the single biggest growth driver, up 89 percent since last year, to $15.5 billion. The IAB announced that mobile “surpasse[d] Search as the lead ad format for the first time.” Of course, mobile is not a format; it’s a collection of... [...]

AOL team says, “Love is a complicated thing. We can’t always put our finger on why we love who or what we do, but we’re all looking for that feeling (and bonus points if our love relationships are reciprocal). Brands work this relationship magic on us, too. It’s just like the dance we do with a prospective partner — they have to hook us in, make us happy and keep us engaged for the long haul. The courting phase    Now more than ever, our attention is hard to capture, and it’s even harder to keep. The brands we love best have become relationship gurus when it comes to drawing... [...]

Andrew Chapin says, “Online advertising sucks.You already know the reasons why: First, there are the visuals: Most ads are ugly and interrupt the browsing experience — and then there’s what ads do to website-load times. Users do everything in their power to avoid those irrelevant, intrusive ads: Nearly 200 million people worldwide use ad-blocking –software. And the result for publishers is almost $22 billion in lost ad revenue. So, what’s a publisher to do? Ad scrollers help. This relatively new format appears as a window, running in line within the content... [...]

William Johnson says, “Advertising can bring you quick success. That’s the reason it’s still in vogue and will continue to be so. Small businesses need to shrug off the preconceived notion that advertising is uber-expensive. It’s not always expensive; getting started with Facebook ads costs only $50. Cost is not a legitimate concern because to fully harness the power of advertising, things must be done in the right ways. The right ways include: Adding Value to the Ad Creativity has always been a must in advertising. Lately, however, its importance has increased by leaps and bounds.... [...]