{"id":839,"date":"2013-02-13T09:51:32","date_gmt":"2013-02-13T02:51:32","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=839"},"modified":"2013-02-13T09:51:32","modified_gmt":"2013-02-13T02:51:32","slug":"why-its-time-to-get-excited-about-digital-advertising","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2013\/02\/13\/why-its-time-to-get-excited-about-digital-advertising\/","title":{"rendered":"Why It's Time to Get Excited About Digital Advertising"},"content":{"rendered":"

\"jar_mashable\"<\/a>It would be easy to be bearish on the monetization prospects of social media. The lackluster performance of high profile IPOs has created a wave of negative headlines that has much of Wall Street (and Main Street) convinced that the space is a lot of hype, and maybe even the second coming of the dotcom bubble.<\/p>\n

But those headlines ignore most of the key trends we see happening right now across the social media space and here at Mashable. Although we may be a biased observer \u2014 after all, digital advertising keeps the lights on at HQ \u2014 there are several compelling reasons to be excited about the marketplace heading into 2013 and beyond.<\/p>\n

The Closing Mobile Monetization Gap<\/h2>\n

\"mashable\"<\/a>The skepticism around social media stems largely from the perception that the audience \u2014 especially on bellwethers like Facebook and Twitter \u2014 is moving quickly\u00a0to mobile devices, where monetization has proven difficult. Kleiner Perkins partner Mary Meeker illustrated the monetization gap in her widely circulated annual trends report, which showed that although mobile now occupies 10% of people\u2019s media consumption time, it commands just 1% of advertising budgets.<\/p>\n

But there are signs of hope. Facebook is now making 14% of its ad revenue\u00a0through mobile advertising thanks to its Sponsored Stories product (more on that in a moment). Twitter, which doesn\u2019t publicly disclose its revenue numbers, is reportedly doing even better.\u00a0And Google, the dominant player in mobile advertising, has grown its mobile ad revenue\u00a0more than 160% this year, according to analyst estimates.<\/p>\n

Part of that growth is the predictable trend of ad dollars finally starting to catch up to consumer preferences. That said, I would argue that part of the growth is also the result of the introduction of much more compelling mobile ad formats.<\/p>\n

Responsive Ads<\/h2>\n

Until recently, mobile ads were generally really bad. On one side, tiny and unreadable banners; on the other, invasive and obnoxious interrupts. But that is starting to change thanks to responsive design,\u00a0which publishers have been moving to in droves in the second half of 2012 (including\u00a0Mashable<\/em>).<\/p>\n

Not only does responsive design optimize content for the screen you\u2019re on, but it also optimizes advertising to serve the ideal sized unit. On a smartphone, that might mean a 300×250 ad. On a tablet or desktop, it\u2019s likely a 970×90. And on an inbetween device like a 7\u201d tablet or a plus-sized smartphone like the Galaxy Note, a 160×600.<\/p>\n

Smarter design is also increasing value on the desktop. While non-responsive sites continue to load all banners on a page automatically, infinite scroll allows publishers like Mashable to only load ads when a user has started to move down the page. We think this is a major step in the debate around viewable impressions and makes the notion of \u201cbelow the fold\u201d largely irrelevant.<\/p>\n

In-Stream Advertising<\/h2>\n

There\u2019s no doubt that users have learned to ignore ads. Click-thru rates on banners have decreased<\/span>\u00a0<\/span>from nearly 10% at the dawn of the 2000\u2019s to around 0.2% today. That\u2019s why advertising is moving to where users actually spend their time: in the stream of content and social media updates. While that trend will help lift the performance of display \u2014 or at least abate its decline \u2014 it\u2019s also leading publishers to create so-called “native advertising” solutions that make in-stream ads work for advertisers and readers alike.<\/p>\n

The most prominent examples of native advertising are Facebook\u2019s Sponsored Stories and Twitter\u2019s Promoted Tweets, which are fueling the ad revenue growth of both companies and also providing advertisers with encouraging results. On its second quarter earnings call, Facebook COO Sheryl Sandberg said, \u201cAs measured by click-through rates, Sponsored Stories in News Feed perform multiple times better on both desktop and mobile than ads in the right-hand column.\u201d<\/p>\n

Twitter is also optimistic about the results it\u2019s seeing. \u201cWith Promoted Tweets, we’ve seen engagement rates from 1% to 3%, on average. On mobile, the engagement rates are even higher,\u201d said a spokesperson earlier this year. The trend is clear across both platforms: When it comes to the metrics that matter in social, native ads are blowing traditional formats out of the water.<\/p>\n

The conclusion then is that native advertising not only represents a way for advertisers to reach an engaged audience, but also allows us to do work that our readers love, that is a media business model that can get behind. And, coupled with the innovation we\u2019re seeing across the industry in ad technology, a good reason to be excited about the future of the digital advertising market. (www.mashable.com,<\/span>Image courtesy of iStockphoto, Remedios)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

It would be easy to be bearish on the monetization prospects of social media. The lackluster performance of high profile IPOs has created a wave of negative headlines that has much of Wall Street (and Main Street) convinced that the space is a lot of hype, and maybe even the second coming of the dotcom […]<\/p>\n","protected":false},"author":6,"featured_media":3105,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[75],"tags":[968,969,970,182,971,972,973,511,974,975],"class_list":["post-839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-analyst-estimates","tag-bellwethers","tag-consumer-preferences","tag-digital-advertising","tag-dotcom-bubble","tag-lackluster-performance","tag-mobile-ads","tag-mobile-advertising","tag-revenue-numbers","tag-signs-of-hope"],"acf":[],"_links":{"self":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/839"}],"collection":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/comments?post=839"}],"version-history":[{"count":0,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/839\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media\/3105"}],"wp:attachment":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media?parent=839"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/categories?post=839"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/tags?post=839"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}