Heard on the Street, Episode 58: Gamifying Digital Advertising

The appetite for gaming has inspired ad tech players to maximize interactivity through, among other methods, the gamification of advertising. Gamification and other interactive features can breed deeper levels of engagement, response, and brand recall.

Ad Tech Execs Weigh in on Coronavirus Ads, Google and Twitter, and Misinformation

I turned to a number of ad tech execs for their expert perspectives on the risks and rewards of digital advertising on this extraordinarily high-stakes issue. While expectedly optimistic about the benefits of coronavirus-related messaging for savvy brands, the business leaders diverged on the responsibility and capability of Google and Twitter to monitor the veracity of the content they host. They also made distinct cases for advertising at a time when brand messaging requires extra sensitivity, arguing that both brands and their customers have something to gain if businesses provide accurate information, focus on customers’ needs, and showcase the ways they are adapting in a time of crisis.

The Pivot Stuck: Video Ads Dominate App Revenue

Digital marketing journalists touted the pivot to video so incessantly that mention of it after a certain point sparked obligatory mea culpas. Redundant as the proclamations may have proved, fresh data from mobile ad firm AdColony suggests those who heralded video as the future of digital advertising have been vindicated.

How Viewers Watch the Super Bowl—And Its Ads

Even the Super Bowl does not make for entertaining enough television to get today’s fickle viewers to glue their eyes on the big screen and set cellphones aside. During the game, viewers also text (29%), play mobile games (28%), and browse social media apps (27%), mobile firm AdColony found in a global survey.

The numbers may even seem low; it seems fair to bet more than one in three viewers takes an eye off the game to text a friend. But AdColony manager of strategy and planning Gabriella Stano Aversa said marketers should not treat the multiscreen environment as a dilemma, seeing it rather as an opportunity.

school chalkboard

How Retailers Are Reaching Back-to-School Shoppers

It’s that time of the year. As summertime comes to an end, parents around the country have started filling up shopping carts with pencils, notebooks, and binders. Families in the U.S. are expected to spend an average of $696 on back-to-school supplies this year, the highest amount ever recorded by the National Retail Federation.

Back-to-school shopping has become an important event for retailers like Target, Walmart, and Office Depot. While ecommerce is king at other times of the year, parents shopping for their kids’ back-to-school supplies are just as likely to shop in-store as they are online.

Years After YouTube-Driven Brand Safety Crisis, Consumer Concerns Remain

A whopping 60% of consumers surveyed by mobile ad tech firm AdColony say they still see content on Facebook that is damaging to brands, and 49% say seeing appropriate advertisements in proximity to harmful content negatively affects their perception of proper advertisers. That’s the most provocative finding from a survey that indicates the brand safety issue is far from resolved in the digital advertising ecosystem.

5 Mobile Video Vendors for Brand Advertisers

Mobile video is one of the hottest ad channels on the market. Understanding the importance of a strong CTA in video ad campaigns, we’ve put together this list of five mobile video vendors, each with its own interactive capabilities designed to elicit high engagement and response rates.

Street Fight Daily: Snap Throws Publishers and Brands a Bone, Lyft Exceeds 1M Rides Per Day

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat Adds Linking Feature, a Boost for Publishers and Brands… Lyft is Doing Over 1 Million Rides Per Day.. Apple News May Let Publishers Sell Ads Their Own Way…

Street Fight Daily: Apple and Google Spook Publishers, Pinterest Lands $150M for Visual Search

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As Apple and Google Take Aim at Ads, Publishers Tremble… Pinterest Raises Another $150 Million As It Aims to Conquer Visual Search… Analytics Tools Are Still a Challenge for Many…