vidasco media blog

Understanding Native Advertising and Its Benefits

April 25, 2014
Understanding Native Advertising and Its Benefits

Not a new discipline, native advertising is a display advertising technique that is positioned to change the model of the advertising business. The availability of new tools has brought it to the forefront and motivated marketers and advertisers to more clearly define its value and its constraints.

Many in the industry have endeavored to define native advertising. One is that it is a way to earn money from a web site by augmenting the user experience with content relevant to the user that is delivered by means of streaming video or feeds. These native advertisements, such as promoted tweets on Twitter and sponsored stories on Facebook, appear as part of the browsing experience and engage the viewer with content that seem to fit naturally with the rest of the web site.

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The Role of Positive Display Advertising

April 11, 2014
The Role of Positive Display Advertising

Much emphasis in display advertising of late has been placed on content, using various forms of state-of-the-art technology to increase consumer involvement and target marketing to get the right information to the right audience. One area that has not been emphasized, however, is the emotional impact that display advertising can have upon the consumer and a recent study from the International Journal of Research in Marketing suggests that companies which have ads that connect emotionally with their audience will be more effective.

Previous research from ResearchGate has rated ads for their emotional content and their ability to evoke upbeat feelings such as happiness, warmth, excitement, sentimentality and any emotion that leaves the consumer in a pleasant state of mind. Product categories were also used to define according to their perceived importance to consumers; e.g. a slice of pizza as opposed to a smartphone. Another factor that was used was whether an item was more functional in nature such as toothpaste or had more luxury appeal such as a high-end wristwatch.

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Essentials of Mobile Display Advertising

April 04, 2014
Essentials of Mobile Display Advertising

One of the major trends in display advertising has become the increased use of mobile advertising, carving out a significant share of overall digital ad revenues faster than what was expected in the industry. Nielson figures* show that a majority of the households in the United States own smartphones and are beginning to turn their attention away from traditional television commercials and even desktop computers to their phones for social media, apps and making their buying decisions.

This greater focus on mobile platforms can be attributed to the faster mobile speeds that are now offered to consumers. The 4G or fourth generation wireless platforms of today offer broadband Internet access with the potential for download speeds of 18.6 Mbps and average upload speeds of 9.0 Mbps. With this capability, even the tiny screens on smartphones do not do justice to banner ads and many new advertising formats are now opening up for advertisers. Rich media ads can replace banner ads and mobile video and tap-to-expand can provide better user engagement leading to a potential in increased sales activity.

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