“'Premium' publishers [such websites as Nytimes.com, Wsj.com, and Time.com] concerned that direct response media marketshare [the percentage of advertisers that want consumers to response directly to their ads on the web] is being eaten up by the relatively low-priced media bought on ad exchanges* have a new - if predicted - worry: that the brand advertising media market might move in that direction as well. Kellogg's is finding that they can be effective in reaching brand goals through the programmatic buying,” reports Marketing Vox. “Kellogg's has traditionally been one of the firms most likely to experiment with new means of acquiring media - even going so far as to dedicate five percent of media budgets to media research studies to help determine relative efficacies. While much of that enormous media research budget may go in actuality to research designed to make brand managers' decisions look smart, they are one of the few very large.” Read more.**
*An ad exchange works similarly to a stock exchange. Publishers of websites post in which time slots that they had places for advertising. Advertisers automatically bid for the time slot, which goes to the highest bid. Think of an automated version of Hotwire for advertising space on the web.
**You might have noticed that I have not used APA for this news bit or the previous one. I will not for the remainder of the semester. Why? The hyperlink on a webpage effectively functions as a citation while making it easier for the reader– you--togoto the original source which you will need to do if you are to quote something from this blog. By the way, youmustdo that for everything you write in this class.
No comments:
Post a Comment