Archive for the ‘advertising’ Category

Why UBM would be right to shut InformationWeek

Informations Week's 11th Feb issue is barely thicker than a penny!

Today saw published rumors on Folio.com suggesting UBM is going to shut down the print editions of InformationWeek and CRN. If true, then this is probably the right decision for what were once marquee brands in the tech media landscape.

Those who know our agency or read this blog will know we remain great believers in print media. However, in this case, I cannot help feeling that, like recognizing the truth when dealing with a favored, yet old and distressed pet, we just accept that this is a mercy killing of a product line that has long been on it’s last legs.

On my desk lies the Feb. 11th issue of InformationWeek. It carries 13 pages of advertising and a folio size of just 26 pages in total. There is no way this reflects well on the brand. If it was not for that iconic signature logo, the magazine would have passed for a low quality printed bulletin or insert. The content is light, flimsy and frankly uninspiring. The one decent article on marketing’s spend on IT infrastructure ironically underlines exactly why publications like InformationWeek are going out of business. The fact is advertising dollars just don’t support print media anymore in the tech B2B space. This industry has moved on into media buys that put technology front and center – tablet editions, mobile, social communities, retargeting, marketing automation – these are recipients of media dollars now.

So sadly UBM we get it, we know the harsh realities of the market and will not shed more than a brief tear if these rumors turn out to be true…just do us the favor of a sharp decision now the market is in speculation mode, so we can advise and adjust our client investments appropriately.

Look out for more comment on the evolution of UBM as market rumors become facts upon which we can really go deep….

Watch this space.

Dick Reed, Just Media. Inc CEO

 

 

The Print Media Zombie Apocalypse

In 2007, Microsoft CEO Steve Ballmer famously declared: “Print is dead.” Perhaps he really meant “Undead”, because I sure do see a lot of print still roaming around in 2012!

I mention this because I recently came across some leading magazines from theB2B Healthcare Vertical and it left a great impression on me. Imagine my surprise when upon examining many of these publications, I saw some with folio sizes ranging from 100-300 pages! The content was terrific. Many of them have thick and glossy paper stock, strong binding, dozens of advertisers, custom inserts and all of the other trappings of great B2B publications. As a media professional with a deep respect for print, seeing all of this nearly brought a manly tear to my eye.

As a marketer you may be tempted to dismiss this as an anomaly. After all, healthcare is a booming industry and it makes sense that advertiser spending in this market would buck many of the trends brought about by the current recession and the digital media revolution. Surely, you ask, the health of these brands can’t be compared to other market sectors?  I think that conclusion is a bit hasty.

In my role at Just Media, Inc., I work in many other vertical media markets, including: Government; manufacturing; education; energy; public safety; and several others.  While these markets may not all be booming in quite the same way as healthcare, we still continue to see strong folio sizes and advertiser support among many of the leading publications in each sector. There may be a slow decline, but nothing terminal and there certainly has not been a wholesale abandonment of print.

(more…)

Retargeting: Time to get creative!

Thoughts from Just Media, Inc’s Analytics Manager, Frauke Cast.

Re-engaging with your audience is one of the most successful strategies to drive a conversion. Today’s article on ClickZ points out a few rules we all need to keep in mind to ensure a positive experience for the user. Obviously, the risk of annoying the audience is high. In addition to frequency capping, opt-out icons and excluding already converted users, we also strongly encourage our clients to get creative with their messaging. Change up the offer, build the message by sequencing different banners so your campaign becomes the online equivalent of lead nurturing, follow up after a trial sign-up to remind the user to purchase, send check out abandoners a new offer to encourage that sale. The possibilities are endless!

Interested in understanding more about how to integrate retargeting and other cutting edge digital marketing techniques into your media plan? Dick Reed, CEO of Just Media, Inc., put together a road show to explain what can be done with data pixels, impression bidding and audience targeting. Please contact me, Frauke Cast fraukecast@justmedia.com or Dick directly dick@justmedia.com for more information and to get on the tour. Each event is personally tailored to your needs. It’s one hour, a whiteboard and an open mind!

Buying impressions: A changing landscape?

Just Media, Inc’s Media Consultant, Carrie Cooney takes a look at changes in technology when it comes to targeting:

“Anyone familiar with online media is well aware that it is constantly changing and something new is always just around the corner. These changes affect the way we plan and buy media. With technologies improving, I’ve been getting more involved with search retargeting, impressions retargeting, behavioral targeting and contextual targeting. To briefly explain in some detail each of these:

-Search retargeting: Targets an audience with display ads based on user search history and landing activity. It combines the efficiency of search and the reach and branding power of display. Search retargeting is based on users who have searched for your target keywords AND have landed on a tagged page. Essentially it’s a landing that results from a search.

(more…)

Augmented Reality – We Are in for a Treat!

This is year 8 for me and Thanksgiving in the United States. Macy’s parade is as much of a staples to me as A Charlie Brown Thanksgiving, Turkey and stomach pain at the end of the day. This year, Macy’s is taking the parade to a whole new level again (I was already impressed by last year’s app) by tying in parade attendees with people in front of the TV  – augmented reality and all. We are in for a treat!

See article here:

http://www.mobilecommercedaily.com/macy%E2%80%99s-marries-television-and-mobile-via-app-efforts

Frauke Cast, Senior Director, Analytics, Technology and Insights
Just Media, Inc.

Online Data Tracking could use a cleanup, but it’s nothing to be scared of.

Just Media’s Media Planner & Buyer, Kevin Flint, gives some thought to arguments surrounding Online Data Tracking and its wider implications.

There are a lot of scary stories floating around out about advertisers’ use of online “tracking cookies”. These include the announcement of Microsoft’s default “Do Not Track” setting in its latest browser, Internet Explorer 10. As well as recent developments in Europe that are moving to thwart advertiser’s use of cookies.

Marketers and the online advertising industry are up in arms for fear that our industry will be utterly destroyed. Privacy advocates and tech pro’s seem to think it’s a slam dunk of good over evil. (more…)

Navigating a Social Media World

With more and more consumers accessing social network sites to gather input and post reviews, Chain Store Age spoke with Dick Reed, CEO of Just Media, on a subject that is a top priority for retailers across the board: how to reach out to consumers in today’s social media world.

http://www.chainstoreage.com/article/navigating-social-media-world

To contact Dick: ceo@justmedia.com

Is Facebook really a strong ad platform?

This week I was interviewed by Martin Giles of the Economist for his excellent article about the Facebook IPO.

This subject is by no means small beans for online marketers because the reality is that Facebook is indeed one of the most powerful platforms for consumer marketing that exists today. Why do I think this?

Well, firstly a Facebook page is uniquely an environment where the content has been written specifically by, or for, the individual user who owns that page. It’s highly personal and therefore some of the most powerfully engaging content a user will experience on the web. Placing an advertising message in such highly prized content almost guarantees it gets noticed (provided it’s made relevant, which is sadly still a problem advertisers have not solved in most cases on Facebook)

(more…)

iPad – already a valid media platform for B2B?

A couple of weeks ago the media team from Fortune Magazine came in to discuss the launch of their iPad app. During the presentation we played with the device and looked at existing apps from Wall Street Journal and Time Magazine. Both are excellent, very user friendly, highly interactive and offer a very pleasant user experience.

The view was universally held here that this could be another media platform game changer especially effecting print media and for B2B marketing in general. By next week every agency employee will be equipped with an iPad so we can get to know it intimately…but why the enthusiasm?

Well firstly the demographic of the adoption is very interesting. Just Media conducted a LinkedIn poll to assess the early adopter use of this device amongst the hard to reach “C Suite” audience. The results are extremely interesting and can be found here “Just Media iPad Poll”

In Summary 11% of C Suite executives claim to already own one and use it regularly while another 26% say they plan to get one. Pretty impressive stats.

Most interesting is that this skews more heavily towards C Suite executives in enterprise sized companies with adoption already at 27%.

Since other research we have seen to date point to this audience being the most avid consumers of print media and less inclined to consume content via the web, this adoption is even more startling. This perhaps illustrates the iPad’s most interesting feature as a media device – the fact it transcends both digital and print media formats….easily displaying content in a user friendly, portable and relaxed environment that simply is not the case with traditional internet sites on a laptop.

Is this playing out in reality – the answer is yes. Look at this week’s example. Wired has just launched an iPad app.  Apple announced they were naming it, “App of the Week,” on iTunes and, as of yesterday evening, WIRED has had 62,431 paid downloads.

 To provide some context to this number, within the first 5 days of being on-sale, the app has sold the equivalent of 76% of Wired’s average monthly newsstand sales. Additionally, based upon Apple’s disclosed sales of iPads, the app was downloaded and installed on roughly 3% of all iPad’s!

According to Mendelsson reaserch 20% of Wired’s print audience is C suite and the publication claims 72% hold a “Management” function it’s not hard to see a consistent pattern emerging here as regards the advantage of planning to use this device for B2B campaigns.

Finally let’s not loose sight of the advertising potential here. Fortune expect to mirror Time’s iPad ad format with up to ten pages of content and three imbedded video’s, all of which play in immaculate real time high quality versions. WSJ’s app shows some additional ad formats that are bold without being too intrusive and again offer nice interactivity. So far the ads are not distracting and the environments are uncluttered. In most cases the initial ad looks like the equivalent print ad which as we know has more impact than standard online banners.

So we have seen the future and it’s obvious that another media sea change is heading our way.

Back with blog and whitepaper

Hello to all – it’s been almost six months since the last blog and much has happened – new site, whitepaper content, huge changes within the company and across our industry as a whole.

First up I hope you like the new site and the whitepapers. Please let me know by leaving comments here.

I’ll now start to try and blog more regularly and hope that the spammers don’t drown out the good content (when did spam start getting posted in blog content?) That’s an interesting development in social media I’ll comment about later for sure…

So welcome to blog and please do send me an email if you want to be kept informed on any new whitepapers we have.

Warmest regards Dick