Some have referred to the current marketplace as the ‘golden age’ of online advertising, with the advent of 3G technology and the iPad craze. But the publishing industry seems to be missing out on at least part of what could be a $50 billion ad spend. Time spent with print media accounts for 12 percent of users’ consumption and 26 percent of ad dollars while Internet usage accounts for 28 percent of user consumption at just 13 percent of ad dollars, according to Morgan Stanley analyst Mary Meeker.That’s the story at Hearst’s Popular Mechanics. Online advertising is up 46 percent over last year, outpacing print which is up 25 percent. But print represents 89 percent of the magazine’s total revenue. Most advertisers take an integrated approach of using both print and online advertising. “With any advertising—online, in print, on mobile platforms—you strive to engage the reader or user,” says publisher Bill Congdon. “If they aren’t connecting with your message, that’s a misstep and a lost opportunity.”These days, publishers and advertisers are trying to make content and advertising available for all devices— desktops, iphones, androids and the iPad. Advertisers want to be able to create a campaign and execute it across the widest universe of devices to get the highest possible reach of the targeted audience, says Boris Fridman, CEO of Crisp Wireless, a rich media platform provider used by Popular Mechanics. “There’s a convergence now with online and mobile as mobile devices become more sophisticated with rich media,” he adds. “The difference certainly gets blurry. Rich media is almost a must.”The rich-media ads that ran on Popular Mechanics’ iPad issue, which was released over the summer, performed well against the goal to engage users by providing additional value, Congdon says. The interactions were not created for the sake of novelty, but rather for deeper information related to an advertiser’s message, he says. The model the magazine used was to take the print ad as the foundation and build interactivity into the ads, based on what the marketer wanted. For example, for Inifiniti, the advertiser had multiple pictures of a vehicle for the iPad. The History Channel ran an ad with embedded video from its upcoming series, “Ice Road Truckers.” For Stanley tools, the publisher built in ‘hot spots’ that when clicked on, would provide more information. One overriding component of the ads, which all performed well, according to Congdon, was the easy option to pull out of the interactivity. “All of the ads linked to the advertisers’ Web sites, but most importantly, we built that function so that once done browsing, the user clicks a ‘done’ button and is directed back to the ad in the application,” he says. “The application itself never closed, so there was not a chance of getting lost in cycberspace.”The Next Big ThingWhat’s quickly growing as the device of choice is the iPad. In fact, after selling a million devices of its new tablet computer in less than a month, Apple’s iPad is one of the fastest-growing new consumer computing devices ever. There are three types of advertising on the iPad: the desktop Web site ads displayed in the browser; then the iPhone-style ads and banners on applications, and there’s another advertising opportunity that is totally unique to it—interactive print, says Fridman. This new opportunity is generally the same print ad seen in a magazine, but the ad is converted to an interactive ad displayed as a page within the iPad, he explains. “The iPad is an interesting device because it opens advertising to a new type in a different fashion,” Fridman says. “This is exactly what we’re doing, delivering ads in digital magazines.” Mobile devices have the added benefit of being able to capture a user’s location to deliver a geographically relevant ad, such as an ad for a restaurant in the area of the user. There are certainly best practices and pitfalls. Congdon says that one of the most critical elements of an online or mobile ad is its placement proximity to relevant content. “Our auto aftermarket clients—Pennzoil, Bridgestone—perform well because they are surrounded by useful auto DIY content, which is the reason the online user is in that content area,” he says.As for pitfalls, there are several. In the early days, pop-ups quickly became the advertising ‘don’t’, but those largely went away after the advertising community and the IAB together established some rules, Fridman says. In fact, the IAB Pop-Up Task Force found that 90 percent of users found pop-ups to be ‘annoying’ and more than 50 percent cited a ‘very negative affect’ to brands using pop-ups. These days, concerns surround advertiser transgressions with mobile applications. “There are things in mobile that advertisers need to care about,” Fridman says. “Mobile is a personal device, and if I see advertising that’s completely irrelevant to me, I’ll be displeased. If it interrupts what I’m doing and takes me away from that application, that’s a huge problem for me. When I get a text message, it had better not be from any promotions in my inbox. I’m not happy when that happens. But at the same time, if done right, mobile ads can be engaging and deliver value.”SIDEBARPopular Mechanics’ Most Popular Ad SpecsPopularMechanics.com recently switched over to the Hearst Magazines Digital Media platform and got an online redesign as part of the process. Here’s a look at some of the magazine’s top online advertising performers, according to publisher Bill Congdon:ONLINE 1) 500×500 Interstitial2) 1000×124 (Master Masthead, actually a custom oversized leaderboard)3) 336×280 (LREC, or large rectangle)4) Sponsorships. 100% Share of Voice of all banners in targeted sections (i.e., Combining/running at same time the Master Masthead and LREC). IPAD1004×768 pixels132 dpi/ppiRGB color specs, layered PSD files
Share this:TwitterFacebookLike this:Like Loading… RelatedWhat To Expect At The Wilmington Farmers Market On September 1In “Community”What To Expect At The Wilmington Farmers Market On Sunday, September 8In “Community”What To Expect At The Wilmington Farmers Market On August 25In “Community” WILMINGTON, MA — The Wilmington Farmers Market held its weekly market on the Swain Green this past Sunday, July 28. Below are some scenes from the Market. Click on each image for a larger view. Like Wilmington Apple on Facebook. Follow Wilmington Apple on Twitter. Follow Wilmington Apple on Instagram. Subscribe to Wilmington Apple’s daily email newsletter HERE. Got a comment, question, photo, press release, or news tip? Email firstname.lastname@example.org.
Rashed KhanA Dhaka court has placed quota reform leader Rashed Khan on a fresh 10-day remand in two separate cases.One of the cases is under the ICT act and the other is for attack on Dhaka University’s vice-chancellor’s residence.Dhaka’s additional chief metropolitan magistrate Muhammad Asaduzzaman Nur ordered the remand fresh after his five-day remand ended in an ICT case on Sunday.The Detective Branch (DB) investigation officers of two cases sought 10-day remand in each case to interrogate Rashed while the court put him on 5-day remand in each case.Inspector Rafiqul Islam, also investigation officer of the cases, told the court that the transaction of Tk 700,000 was found in Rashed’s account during the street agitations of quota reform.In defence, Rashed’s lawyer told the court that protesting university students sent him the money even at an amount of Tk 100 for bearing the expenses of banners, festoons and renting microphones and so on. Police arrested Rashed, joint convener of Bangladesh General Students Rights Protection Council, the platform demanding civil service quota reforms on 1 July from his Bhashantek residence.
Map locating two US strikes in Libya on Wednesday. AFP More than 80 Islamic State militants, some of whom were believed to be plotting attacks in Europe, died in US air strikes on camps outside the group’s former North African stronghold of Sirte in Libya, the United States said on Thursday.”These strikes were directed against some of ISIL’s external plotters,” US Defense Secretary Ash Carter told a Pentagon briefing, using an acronym for Islamic State, the Syria- and Iraq-based militant group.”They certainly are people who … were actively plotting operations in Europe, and may also have been connected with some attacks that have already occurred in Europe,” Carter said.The U.S. attack on Wednesday night was led by two B-2 bombers, which took off from Whiteman Air Force Base in Missouri to carry out a 30-hour round-trip bombing run. They dropped about 100 precision-guided munitions on the camps.The attack took place 28 miles (45 km) southwest of Sirte, targeting fighters fleeing Libyan forces clearing them from Sirte with support from US air strikes.Libyan forces finished retaking the city in early December after a nearly seven-month battle in a major blow to Islamic State that left the group without any territory in Libya.Still, Libyan officials say hundreds of militants may have escaped before the battle or in its early stages, and local Islamic State leaders have spoken of trying to regroup outside the city.A statement from Libya’s UN-backed Government of National Accord (GNA) in Tripoli said the strikes were “preemptive steps to foil attempts” by Islamic State to stage new attacks on Sirte as well as other areas of the country.The strikes appeared to be intended to shore up the GNA and protect recent gains in oil production from possible militant attacks, said Geoff Porter, head of North Africa Risk Consulting.The GNA has received strong backing from the outgoing US administration but has struggled to win support inside Libya or reverse the chaos that developed after rebels overthrew Muammar Gaddafi in 2011 with help from NATO.It’s unclear whether Donald Trump, who takes office as US president on Friday, might seek to alter US policy in Libya.The United States carried out nearly 500 air strikes against Islamic State targets in Sirte between August and December. It had previously carried out several isolated strikes against militant targets elsewhere in Libya.The jihadist group took over Sirte in early 2015, turning it into its most important base outside the Middle East and attracting large numbers of foreign fighters to the city. It imposed its ultra-hardline rule on residents and extended its control along about 155 miles (250 km) of Libya’s Mediterranean coastline.
Share 00:00 /00:38 X – / 6Governor Greg Abbott has signed a bill aimed at aiding disaster recovery and reducing the risk of future flooding across Texas. Abbott signed the measure as one of four Harvey relief bills at a ceremony held in Houston on Thursday.Abbott credited Texas’ congressional delegation and the Trump administration for passing $30 billion worth of disaster relief and flood infrastructure funding. “Some of those federal dollars, however, require a local match,” the governor said. “Texas is assisting local governments by providing much of that local match through the framework created in Senate Bill 7.”Local governments will need to show they have applied for, and been approved for, federal dollars in order to unlock the matching state funds.The related legislation Abbott signed included Senate Bill 6, which creates a disaster recovery loan program within the Texas Department of Emergency Management (TDEM); House Bill 5, which requires TDEM to develop a plan for debris removal following catastrophes; and House Bill 7, which requires the Office of the Governor to develop a list of waivers that can be applied to state laws in order to aid local governments following a disaster. Listen To embed this piece of audio in your site, please use this code:
Kolkata: Besides carrying out a probe to arrest the people behind the case of ATM fraud, Kolkata Police has initiated a drive to makecommon people aware of information regarding the crime to avoid such incidents in future.Kolkata Police has taken several initiatives to make people aware of the same, which includes sharing messages and videos on social networking sites.According to a senior police officer, the stress has been given on campaigning on social media, as mostly youngsters use the online mode of monetary transaction. Also Read – Rain batters Kolkata, cripples normal lifeThe Bank Fraud section of Kolkata Police’s Detective Department has prepared a video and uploaded it on its Facebook page on Friday, with detailed information on what a person should do to avoid falling prey to such crimes.It may be mentioned that recently, around 80 complaints were lodged with the police, alleging unauthorised withdrawal of money from various bank accounts. Investigation has revealed that money from ATM counters was withdrawn after cloning debit cards of several different bank account holders. Also Read – Speeding Jaguar crashes into Mercedes car in Kolkata, 2 pedestrians killedThe police have advised not to use unmanned ATM counters. At the same time, a user also needs to ensure that only one person remains inside an ATM counter at a time and details of debit cards should not be shared with anyone.Moreover, one should not seek help of any unknown person while using an ATM.Most importantly, the police have also advised people to be alert while swiping debit cards in an ATM machine and keying in the password for a transaction. One must not leave an ATM counter immediately if the machine gets disabled during an ongoing transaction.The police have also urged people to be alert while making online payment and one should prefer the use of personal computers for the same. In case of any trouble, people can also seek help of the police on their helpline number 8585063104.