Also: Feds target online swindlers; ad campaigns are dead; better mobile ad metrics needed; and audience-buying basics
You too can read the minds of search consumers: When you search, are you looking for answers, education or inspiration? Those are the three distinct mindsets among search consumers, according to a study by About.com and Latitude, and knowing them could help marketers offer ads and content that most appeal to each type.
“We need to clean up commerce on the Internet.” That’s David Vladeck, head of consumer protection at the Federal Trade Commission, sounding like the Internet’s Elliot Ness. Policing the Web for deceptive ads is an FTC top priority, he said, citing a spate of recent cases against online grifters, swindlers and double-dealers pushing weight-loss, teeth-whitening and acai-berry-diet scams.
Don Draper’s not going to like this: “Ad campaigns are dead,” says Eric Wheeler in Ad Age, killed by the “social consumer” who is much more aware, connected and influential. Power has shifted from brands to consumers, he says, so smart marketers are focusing on how to motivate the customers they acquire to spread the word to others, as opposed to simply closing one transaction.
Better metrics for mobile advertising needed now: The rapid growth of mobile advertising is outrunning the industry’s ability to gauge audience size, ad performance and other crucial metrics, says an Interactive Advertising Bureau study. Filling this urgent need won’t be easy, because the mobile industry is fragmented across channels, devices, browser types and operating systems. Download the study here.
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Right Media is launching new features that will allow seat holders to buy and sell mobile ads for smartphone and tablet browsers on the same platform they now use for PC display advertising.
