Google’s Three Screen Ad Strategy Heralds Its Second Act
Many pundits have criticized Google as a one-trick pony that makes money from one thing – search on the desktop. There’s certainly some truth to that, but Google’s moves over the last few years foreshadow an audacious three screen advertising strategy that, if properly executed, would represent a ground-breaking second act for the company. By aggressively pursuing platforms on mobile and TV in addition to their traditional perch on the desktop, Google is positioning itself to deliver ads across all three screens and trump the capabilities of both Apple and Microsoft, who have made far less inspiring moves in the advertising world.
Read More: JackMyers.com
John Mayer’s LeBron Spoof Satisfies Fans’ Growing Content Cravings
Since Monday a new video featuring musician John Mayer’s spoof of LeBron James’s ubiquitous “decision” TV special has collected an additional 30,000 views. That brings views of the parody video – which doubles as a summer tour promo – to over 192,000 as of noon today. “After giving it a lot of thought and careful consideration I have decided that I’m going to play for Cleveland,” says Mayer in the video in a deadpan monotone. “So as not to offend my fans in South Beach, I’d also like to announce that I’ll be playing for Miami,” he continues, adding, “I’m also going to be playing for New York City.” Those three cities, as anyone who’s glanced at sports coverage recently knows, were among the likely locations for former Cleveland Cavaliers offensive powerhouse LeBron James to choose as his new home as he made his much-hyped decision as a free agent. James chose to play for The Miami Heat starting next season, though the New York Knicks were also reportedly in consideration. “The John Mayer bit works because it’s timely, clever, and reflects his personality,” said Edith Bellinghausen, SVP digital business at entertainment firm Razor & Tie, which puts out bands and artists including Day of Fire, Matisyahu, and Natalie Grant.
Read More: ClickZ
Online Video Ad Segment Poised to Explode
The online video advertising market is poised for rapid growth over the next few years, according to eMarketer. The research firm estimates online video advertising spending will grow more than 48 percent this year, reaching $1.5 billion. By 2014, it expects the video ad market will top $5.5 billion. ”Video fulfills branding objectives better than any other current online ad Format — with the sound, motion and emotion of TV, but with better measurability and targeting,” said David Hallerman, a senior analyst at eMarketer. “The continued development of more professional-quality video on the Web makes the target audience more receptive to advertiser messages and thereby encourages advertisers to spend more for video ads.” Still, spending growth does not necessarily correlate with current market importance. While video ad spending growth will far outpace that of any other online ad format from 2009 to 2014, it will still represent only 6 percent of all Internet advertising expenditures in 2010.
Read More: AdWeek
