In an increasingly fragmented media landscape, the opportunities for brands to connect with their market are endless.
The old model, where magazines, newspapers and TV channels provided a marketplace for brands to inform and persuade consumers is failing. It still has legs, because there is nothing that yet compares to the mass-market impact of buying a [...]
Standard display advertising generally does not work well. It provides the majority of revenue for most of the top-100 sites, but doesn’t serve advertisers, publisers, or consumers particularly effectively. From an advertiser perspective, interaction rates are generally very low, partially because of irrelevant positioning and poor creative, but mainly because standard formats separate off advertising into boxes [...]
In a market where publishers are being hit hard, and advertisers are slashing budgets, one area remains strong: custom publishing. As illustrated above, the APA estimates that custom publications engage the reader for 25 minutes (as opposed to 5 seconds for online advertising, 8 seconds for outdoor advertising, 20 seconds for radio spots, and 30 [...]
