One of my favorite columnists is Steve Smith, who shares duties on MediaPost’s Behavioral Insider with Laurie Sullivan. Today, Smith provided some great clarity about targeted advertising, also known as digital ad targeting. It’s important for jurnos to wrap their heads around this, because it’s a useful technology, if not abused. (Oh how often have we hudroids said that about so many new technologies, including nuclear.) In Take Two Targeted Ads and Call Me In the Morning, Steve says:
How do you explain the technology behind digital ad targeting quickly and fairly enough so the consumer can make an informed choice about opting in or out, sharing their surfing history, etc.? Whatever regulatory or legislative measures come down the pike related to digital advertising in the next year, the industry still needs to find ways of translating a dark targeting art perfected by engineering dweebs into concepts and language that my 78-year-old dad can understand without reaching for his pistol.
It’s worth following the progress of behavioral marketing developments — and Behavioral Insider is a good place to start. (Dear FTC: I received no remuneration or gifts for this plug. And I’ve neither met, nor had communication with Smith or Sullivan.)
A blizzard heading your way? Want to snug down with some good reading & viewing about changes and opinions about changes in medialand, Webworld, cyberverse, the digital ocean we hudroids live in? Check out John Bracken’s 2009’s Most Influential Media about Media. This list is LONG, and he put it together last week after asking his community for suggestions. LOTs of good stuff there, from Clay Shirky to Seth Godin to a fabulous Jay Smooth on Michael Jackson….which, if you didn’t know, was THE big media event of 2009. Yesterday, he posted My 2009 Most Influential Media. I’ll be going through it. There’s more snow coming.
Newspapers’ Online Strategies Failed in 2009 — in yesterday’s MediaDailyNews, Eric Sass pointed out that newspapers’ online revenues have been falling along with their print revenues. The reasons, he says, are that online revenues were concentrated in online classifieds, and those never became independent from print classifieds. As print continued to plummet, they took online revenues along. Also, newspapers haven’t grokked search and display. Here’s a chart he picked up from NAA and IAB.
I’d add that newspapers also don’t understand that it’s rapidly becoming a niche news world, and have completely missed the boat on focusing their efforts on developing niche news sites. The mile-wide, inch-deep approach, i.e., news for a general audience doesn’t work anymore. But if newspapers shake off their ties to print, call themselves news organizations, and do develop niche news sites (which means developing community and walking away from the we-talk-you-listen old-style journalism), they’ll need to modernize their ad departments, too, and learn how to sell online as successful niche news sites have been doing for years.
Sell community, not content.