As more and more political parties advertise on Facebook to reach out to maximum number of voters, the practice is creating new types of inequalities for campaigners and, in turn, posing new set of challenges for the regulators, warn researchers. Traditional campaigning regulations are based on the theory that spending by each political party leads to a similar result. For example, if political parties spent the same amount on leaflets, the literature would reach a similar number of people. However, this cannot apply to Facebook advertising where the impact is dependent on the audience the advertiser wants to reach, argues Katharine Dommett from the University of Sheffield and Sam Power from the University of Exeter. "This means different spend will have different results. Adverts in a marginal constituency will be more expensive, as will adverts that are directed at an audience that is in high demand from advertisers," the researchers said in a paper published in the journal Political … [Read more...] about Political advertising on Facebook creating ‘inequalities’
Measuring advertising effectiveness
Sections SEARCH Skip to content Skip to site index Business Subscribe Log In Log In Today’s Paper Business | The Most Measured Person in Tech Is Running the Most Chaotic Place on the Internet Advertisement Supported by ByDaisuke Wakabayashi April 17, 2019 Even by the nightmarish standards of the empire she oversees, Susan Wojcicki, the chief executive officer of YouTube, has had a dreadful start to 2019. During a single week in February, BuzzFeed reported that her company was running advertisements alongside anti-vaccine content; there was a nationwide panic over the platform abetting child suicide; and a viral video showed how pedophiles were flourishing on the site. And then there was the bestiality. Thumbnail images implying human-animal sex were discovered next to children’s videos, and after an uproar, Ms. Wojcicki was obliged to call a staff meeting to address it. The topic, she allowed … [Read more...] about The Most Measured Person in Tech Is Running the Most Chaotic Place on the Internet
There are multiple AR/VR startups thriving in 2019, despite sentiment to the contrary. Surmounting the early stage challenges that every new tech platform faces, AR/VR startups are finding innovative ways to survive and thrive. A few common themes came out of extensive discussions across the industry, and here’s what the CEOs had to say. 1. Solve a critical use case We think about use cases for new technology platforms in terms of valuable versus critical. Valuable use cases might be cool and technically hard to do, but either don’t fundamentally transform the user experience or aren’t important to users. Critical use cases enable lots of users to do something they really care about, and that couldn’t be done in any other way. Mobile AR utility platform developer Streem is solving a critical pain point for its enterprise clients by reducing service technician visits by up to 42%. CEO Ryan Fink explained: “With a Streem video call to the … [Read more...] about The 7 habits of highly effective AR/VR startups
Are mobile games the new TV? In many ways, mobile games are everything appointment TV once offered, but with additional benefits and challenges. If you look at where people play games, mobile has surpassed console and PC gaming. This means that mobile games have the scale that advertisers look for, so I wouldn’t be surprised if mobile games become the first place advertisers turn to when they want to launch highly creative branding campaigns at scale. Let me explain. Traditional TV was the brand advertiser’s dream channel For decades, brand marketers relied on appointment TV to launch their branding campaigns. The channel offered compelling benefits, particularly as it pertains to creativity and reach. The 30-second TV spot offered ample room for marketers to capture the consumer’s imagination, giving rise to iconic characters such as Tony the Tiger or Mikey (who hates everything) as well as memes (“Where’s the beef?” and “Help! I’ve … [Read more...] about Are mobile games the new TV for advertisers?
Anthony Del Gigante “Dynamic creative advertising” isn’t some passing fad or a meaningless buzzword for an abstract idea. It’s a revolutionary approach to ad campaign development and execution that’s expected to have a major effect on the daily marketing efforts of brands and marketing professionals. Although the term may not be in the mainstream yet, the concept is already being used by a number of brands. A driving force behind the dynamic creative advertising concept is artificial intelligence, and the approach will only become more prominent with the emergence of increasingly sophisticated AI technology. But what is dynamic creative advertising? Why is it becoming so important? How is it influenced by AI? What must brands do to succeed at dynamic creative advertising? A recent eMarketer report compiled information from a number of sources to summarize the current trends in dynamic creative advertising. After analyzing the research, the branding and … [Read more...] about Dynamic Creative Advertising: 5 Things Marketers Need to Know