“Secondo un panel di 180 aziende di Dma Italia, il digitale è la forma preferita per comunicare in quasi il 60% dei casi, era 50% nel 2011. Ad offline in perdita e aumenta invece quella sul web insieme al valore dei lettori. Accenture anticipa che il valore dei lettori online aumenterà del 40% nel giro di tre anni.”

Continua a leggere: Advertising: il 60% delle aziende preferisce il web | Il Sole 24 Ore.

futurejournalismproject:

But don’t call them ads.

Via Business Insider:

In a 2010 interview with the Los Angeles Times, Tumblr CEO and founder David Karp said, “We’re pretty opposed to advertising. It really turns our stomachs.”

How times have changed. Karp announced at Ad Age’s Digital Conference that on May 2, Tumblr will start offering advertisers the ability to buy an ad unit on Tumblr Radar, which highlights the site’s top posts and gets approximately 120,000 impressions a day.

“I was probably being an idiot then,” Karp said of his earlier renunciation of all advertising. His conversion is relatively recent—on April 12 he told Ad Age that advertising was “a complete last resort.”

Tumblr spokesperson Katharine Barna added that the real estate being offered to advertisers was “not an ‘ad unit’ per se, but a package of native promotion for the Tumblr post ― the most essential and versatile piece of our network.”

Last week Advertising Age interviewed Karp and asked a basic question: “Can the Company Be a Business Without Traditional Advertising?”

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chunkybrain:

How Dove Reinvented Its Brand For Men

Dove has positioned itself as a leader in the women’s personal care industry, and has substantial brand awareness as one of the world’s top soap brands.

But in the wake of the growing men’s personal-care category, could they sell Dove to men? Of course not…right? Everything about Dove’s brand perception—its name, logo, and color palette—was created with women in mind.

(via How Dove Reinvented Its Brand For Men)

futurejournalismproject:

Newspapers Look to Targeting, Video to Boost Flagging Revenues

Will newer display formats and better targeting help digital revenues rise faster?

More than nine in 10 US newspapers selling targeted online advertising believed that such ads would take in a greater share of digital revenue over the next year, and nearly as many respondents said the same for video ads. Most respondents, however, also reported that these two tactics represented only a minor portion of their ad sales effort—with more going toward other display and banner advertising or classifieds.

Mobile may also be a new bright spot for the print world. Between Q4 2010 and the same period in 2011, Pew reported, mobile ad revenues climbed to nine times their earlier level as a percentage of total digital revenues.

eMarketer predicts continued growth in online ad spending for US newspapers (including mobile display and search ads), reaching $4.5 billion by 2016. At the same time, the decrease in revenues from print ads will continue to gradually shrink, but still outweigh digital gains. By 2016, the newspaper industry will still be losing about 1% of total ad dollars each year.

guardiancomment:

A French report has issued guidelines calling for a ban on “mini-miss” beauty pageants and children’s lingerie to combat the “hyper-sexualisation” of children. This follows the international controversy that French Vogue sparked when it published pictures of a 10 year old model in make up and adult clothes.

We’re asking readers for their thoughts on the topic here.