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If you think about it from the point of view of the closest it can seem somewhat surprising, unexpected and even almost unlikely. Imagining Alcampo, Mercadona or Carrefour selling advertising may seem like a somewhat bizarre idea, although in reality it could become the way to the future Poland Mobile Database of the advertising industry. It is as bizarre as Amazon selling ads (and it has been doing it for years with very good results) and it is not without a history. And actually, Carrefour, for example, already has its own marketing agency. It’s called Carrefour Media and it mostly sells brand shares. If you buy online at the Dia supermarket, it is also possible that on some occasion you have come across an ad.

But what is it and where does this idea come from that hypermarket giants can become players in the advertising industry and take part of the advertising investment market? Like so many other things, the idea comes from the United States. It was in that market that Amazon started its advertising business. It is also where the main hypermarket chains are Brother Cell Phone List already fine-tuning their advertising sales divisions. As they point out in an analysis by The Wall Street Journal , Walmart or Kroger want to become the next giants of digital advertising. Both supermarket chains, as well as Target, are already working in this field: as pointed out in the economic environment, they are seeing online advertising as the next way to generate business.

The idea was already around before the coronavirus crisis, but the pandemic and associated ecommerce boom have accelerated its potential. At the end of the day, the sales that these companies have registered online have been very high and the growth has been very important. The potential in advertising terms is very high. Companies in this sector can offer sale of classic ads, but also segmented coupons (for example, X discount if you buy this brand or this type of products) or specific actions of brands (such as special landings of products or niches). What remains for them to conquer is having a marketplace space, they add in the analysis, since that opens the doors even more in terms of advertising. Walmart, for example, has already worked that terrain and has already created a gateway with those characteristics.

Children have been one of the targets of the ads but also one of their recurring hooks. You just have to open a magazine from the early twentieth century – and finding them is very easy: many libraries have online newspaper libraries – to see it. There are many advertisements selling products to mothers using their children’s claim, from condensed milk Philippines Mobile Database to syrups, promising that it will make them healthier or stronger. Things have not changed that much since then, because children are still a recurring call to sell things to adults. They appear in campaigns from supermarket chains to car advertisements. But how is this representation of children in the ads? Are brands using them in a way that is not exactly positive? This is what a recent study points out, which has analyzed how boys and girls are represented in advertisements on the internet in Spain.

His main conclusion is that in most of the times the image of the little ones is “inadequate”. The study, carried out by two pediatricians from the Clínica Universidad de Navarra, studied the different advertising formats that were served on the 20 most visited pages in Spain. They have followed up on those ads that show children and have Brother Cell Phone List compared the representation with those recommended by both Spanish and European legislation. The researchers made a code of good manners synthesizing the community and state laws and then cross-referencing them with the advertisements. Their conclusions are negative: in two out of three ads, children do not appear in an appropriate way.

What makes ads clash with good practice? The question is both of substance and form. “Of the 173 advertisements studied, the use of the minor in most advertisements is not justified and encourages values ​​that are not positive and that favor situations of inequality,” explains Felipe Garrido, one of the researchers responsible for the study, as collect eldiario.es . Thus, researchers have found that children sell products mostly to adults. More than half of the ads featuring children do not sell things to other children, but to the adults who are watching them. Their data indicates that 52% of the ads sell products such as insurance or affiliations to NGOs. Similarly, if a boy appears in an advertisement, he is most likely accompanied by a woman rather than a man. Researchers point to a disparity of 54.3% versus 23.1% (appearance of women versus men).

This is not indicated by the research findings, but it is not difficult to connect these figures with the still recurring stereotypes about how and what women are and how to associate them with advertisements. Children, says the cliché and the macho tradition, are women’s business. Aware of it or not, these ads are just reinforcing that idea. In general, ad kids are used as a tactic to connect with the audience. “The most unfulfilled item was the one that deals with the minor’s ‘tacticist’ use (47.4%),” explains Pilar García, the other person in charge of the study. “This implies that the appearance of the child in the advertisement does not have a strategic or appropriate justification based on the advertised product,” he adds. The second most common bad practice is that linked to values: the children in the advertisements do not appear reinforcing positive values ​​or avoiding unequal behaviors between men and women.

Children have been one of the targets of the ads but also one of their recurring hooks. You just have to open a magazine from the early twentieth century – and finding them is very easy: many libraries have online newspaper libraries – to see it. There are many advertisements selling products to mothers using their children’s claim, from condensed milk Peru Mobile Database to syrups, promising that it will make them healthier or stronger. Things have not changed that much since then, because children are still a recurring call to sell things to adults. They appear in campaigns from supermarket chains to car advertisements. But how is this representation of children in the ads? Are brands using them in a way that is not exactly positive? This is what a recent study points out, which has analyzed how boys and girls are represented in advertisements on the internet in Spain.

His main conclusion is that in most of the times the image of the little ones is “inadequate”. The study, carried out by two pediatricians from the Clínica Universidad de Navarra, studied the different advertising formats that were served on the 20 most visited pages in Spain. They have followed up on those ads that show children and have Brother Cell Phone List
compared the representation with those recommended by both Spanish and European legislation. The researchers made a code of good manners synthesizing the community and state laws and then cross-referencing them with the advertisements. Their conclusions are negative: in two out of three ads, children do not appear in an appropriate way.

What makes ads clash with good practice? The question is both of substance and form. “Of the 173 advertisements studied, the use of the minor in most advertisements is not justified and encourages values ​​that are not positive and that favor situations of inequality,” explains Felipe Garrido, one of the researchers responsible for the study, as collect eldiario.es . Thus, researchers have found that children sell products mostly to adults. More than half of the ads featuring children do not sell things to other children, but to the adults who are watching them. Their data indicates that 52% of the ads sell products such as insurance or affiliations to NGOs. Similarly, if a boy appears in an advertisement, he is most likely accompanied by a woman rather than a man. Researchers point to a disparity of 54.3% versus 23.1% (appearance of women versus men).

This is not indicated by the research findings, but it is not difficult to connect these figures with the still recurring stereotypes about how and what women are and how to associate them with advertisements. Children, says the cliché and the macho tradition, are women’s business. Aware of it or not, these ads are just reinforcing that idea. In general, ad kids are used as a tactic to connect with the audience. “The most unfulfilled item was the one that deals with the minor’s ‘tacticist’ use (47.4%),” explains Pilar García, the other person in charge of the study. “This implies that the appearance of the child in the advertisement does not have a strategic or appropriate justification based on the advertised product,” he adds. The second most common bad practice is that linked to values: the children in the advertisements do not appear reinforcing positive values ​​or avoiding unequal behaviors between men and women.

Integral Ad Science has just published the results of a new study The Power of Context that analyzes the impact of context on the perception that consumers have of ads in the digital environment, depending on the tone of the content with which they appear. In addition, it recommends that advertisers insert their ads alongside content with a positive tone, since it benefits the perception that consumers have not only of the Paraguay Mobile Database ads but of the brand image of the advertisers. The study begins by pointing out that the content users consume can generate positive, negative or neutral feelings. And that said content also influences the perception that consumers have of the ads according to where they appear, as well as the brand associated with them. In general, it is pointed out that in the majority of consumers (72%) the feeling that the content they are reading provokes in them influences the perception of the brand that is advertised alongside them. And that in the case of those that are positive they generate a greater favorable perception.

In addition, it has been observed that 80% of consumers are more receptive to ads that are inserted on pages with content whose tone is positive or neutral. As well as that 93% are favorable to those brands whose advertising appears next to this type of content, and that the recall rate increases by 24%. On the contrary, those ads that are inserted next to content with a negative tone, cause a detrimental impact on all indicators and there is a decrease in the preference for the brand (-39%) and a lower receptivity to that advertising (-30 %). At the same time, it is observed that there are differences between some Brother Cell Phone List sectors and others. In retail, for example, the perception of advertising is highly influenced by the tone of the content with which the impressions appear. Thus, if this is positive, the preference of consumers towards these brands is multiplied by five (+ 441%). In addition, consumers are four times more receptive (+ 364%), to an ad from a retail company when it is placed next to content with a positive or neutral tone instead of negative. Along with this, 60% of consumers remember these ads better compared to those that appear next to content with a negative tone (+ 41%).

Regarding the incidence of the coronavirus, it is pointed out that the content on the pandemic is growing notably according to the circumstances of each country. However, the study highlights that ads that are inserted alongside content related to COVID-19 can be beneficial for brands. In France, for example, according to recent work on the impact on brands of content about the coronavirus next to which ads are inserted, 35% of consumers were more favorable to these ads when the information about the pandemic was positive. On the other hand, it is observed that there is a better perception by consumers when information about the pandemic is published in premium information sources. Thus, 41% of them are more receptive to ads placed within content related to the coronavirus when it is published on a premium and prestigious support.

Context itself is also noted as an important parameter for consumers. In this way, 74% of them prefer to see ads that are relevant in relation to the content they are reading. Additionally, 56% of consumers have a more favorable opinion of brands that show their ads alongside relevant content. At the same time, the study points out that the ideal advertising environment depends on the characteristics of each brand. And that the adaptation of the context to each advertiser goes beyond adjusting to a series of keywords. Finally, it is highlighted that choosing the relevant context with content that has a positive or neutral tone is something that favors brands since it will have a positive impact on consumers, either due to the receptivity of the ad, the predisposition towards it or your memory.

Are Crisis Periods an ‘Opportunity’ for Ad Fraud? That’s what the bad guys on the net seem to think. The activity of click farms, the so-called click farms that generate illegitimate clicks on content and online ads, has not suffered in recent months, as has happened with so many issues in the legitimate economy. Más bien todo lo contrario. En los últimos meses su trabajo ha aumentado y también se ha convertido en más humano. Las granjas de clics se han integrado en la llamada gig economy y están empezando a fichar a más personas que a modo de freelance – y buscando ingresos en un año complejo – están haciendo lo que antes hacían los robots. Con ello, el comportamiento parece más orgánico y a los diferentes players de la industria les resulta menos sospechoso. That’s the general conclusion that can be drawn from the latest ClickCease study on ad fraud, published Panama Mobile Database by Campaign . According to the study data, irregular businesses that facilitate online advertising fraud, both false clicks and irregular traffic increases or the so-called CAPTCHA hacking, have experienced growth in the last six months. Not only have they managed to position themselves well in the market, but they are also attracting more and more potential workers.

When it comes to your position in the market, reaching these companies is very easy. As they point out in the study’s conclusions, you don’t have to go into the dark web to find companies that offer these services. Those responsible for the study searched online for ‘buy bot traffic for website’ or ‘buy clicks for website’ and found multiple results in the main search engines. Not only that, they also came across ads linked to Brother Cell Phone List
those search terms. A quick check accessing a search engine in Spanish and using equivalent terms in Spanish shows something very similar. If you search for ‘buy web traffic’ in Google from Spain, as we have done to check what happens beyond English that those responsible for the study handle, multiple results also appear. Some are legitimate, from affiliate services and SEO recommendations. Others simply sell traffic in an irregular way.

On the other hand, and going back to the data from the ClickCease study, to do advertising fraud it is increasingly easy to have human workers. Those responsible for the fraud have used different tools, such as using bots to create clicks or fill third-party devices with malware to generate that traffic. However, the crisis has opened the door to signing real human workers. They have entered the gig economy. It is not complicated that way, they point out in the study, to find job offers in which freelancers are asked to download apps, click on ads, complete CAPTCHAs and similar practices. The promises are that with a few clicks and a few actions you can make about $ 100 a month, which in tough financial times can be a powerful incentive. Especially, the researchers add, when trying to recruit workers from lower-income economies such as India or Vietnam. Recruiting people to do what bots do is easier in that context.

Those responsible for the study already point out that this recruitment of people is on the rise and the coronavirus crisis has only underpinned this growth trend. It is a job that can be done without leaving home and it is one that comes at a time when there are no other things. Some of those companies that offer fraudulent clicks already claim that they pay workers millions for those clicks. According to ClickCease data, for example, Paidvert ScartletClicks claims to have already spent $ 13.2 million paying freelancers for their online activity. It’s 5 cents a click. Why are these companies paying workers to do what a bot could do? The key is in how the systems on the other side perceive those clicks. Those made by freelancers are safe clicks that create the illusion that a real Internet user is on the other side. They are clicks that are sold as organic and that include elements such as spending a certain time on the destination web or clicking throughout the day to generate a more credible illusion of reality.

Investment in advertising was one of the elements that was most notably affected by the coronavirus crisis. Advertisers cut back on how and where they advertised, fearing a future recession but also burdened by not being very clear on what to do and how. Of course, despite the fact that the situation was transversal and affected all areas, not all were weighed down in the same way. As the different studies have shown, the problems Pakistan Mobile Database have been more noticeable in certain settings and not so much in others. Traditional media have experienced a real drain, while digital media have fared much better out of the situation generated by the crisis. And, in all this, the big players have been those who have noticed the least impact. Facebook, Google and Amazon have been the big winners of the distribution of advertising investment in the year of the coronavirus. That is what the latest GroupM study makes clear , as collected in an analysis by The Wall Street Journal . The investigation of this newspaper starts from the numbers of the US market, but its conclusions make very clear the pattern that advertisers have followed during the year of the coronavirus.

From the outset, the investment has been directed to the digital environment. As explained by GroupM to the business community, “digital advertising has been the prominent bright spot in an otherwise quite dark year for the advertising industry.” Thus, 2020 will close as the year in which Brother Cell Phone List more than half of the advertising investment has gone to the hands of digital platforms. Taking out the investment in political advertising, 51% of the 2020 US advertising market has been digital advertising. For next year, it is expected to be 54%. Three years ago, digital advertising was a third of ad spend, similar in size to traditional media. Now, the sum of local newspapers, magazines, radios and televisions is 21% of the market.

And, of course and to continue, not all players have the same percentage of the distribution of the cake. Of this boom in digital advertising, the greats get the best part. The great beneficiaries of this situation have been Google, Facebook and Amazon. The accounts make it crystal clear: According to GroupM, nearly two-thirds of all digital ad spend this year ended up in the hands of these three giants. Why did this happen? These three giants have benefited from offering segmentation tools that allow them to reach very micro questions while doing so at a very low cost. The prices in advertising are not very high and that allows to carry out different campaigns and, above all, to reach a wider variety of advertisers. In a complicated year and with limited expenses, SMEs have chosen to advertise on the internet and on these platforms. Even for those companies, like Facebook, that have had a difficult year, things have not been so bad. Although Facebook experienced an advertising boycott in the summer, its advertising revenue in that quarter was up 22%. Of the entire US advertising market, Google already has about 30%, Facebook exceeds 20% and Amazon is already 10%.

In one of the last coffee meetings before the hospitality business closed in the city where I live, I had been participating in one of those hypochondriacal conversations in which they end up listing all the possible and terrible diseases that you can have. When I returned home and opened Oman Mobile Database the Twitter app, I was expecting an awareness announcement about a type of cancer. The screenshot of the ad garnered laughter on WhatsApp and at least an explanation of why he was seeing it. It was the day of that cancer, so awareness campaigns were to be expected. However, this was not the first time something like this had happened to me. Were the social network segmentation processes doing too well? (Taking into account that for a while I was haunted by an advertisement to become a police officer in the UK, perhaps not so much …).

Even so, and no matter how coincidental it was, receiving the announcement after that conversation was very disturbing. It was almost excessively invasive, as if Twitter had been listening to me and waiting to offer me announcements of what, after listening to my conversations, seemed that I feared the most. Internet companies have already actively Brother Cell Phone List and passively denied that they spend the day listening to what we are talking about to give us the ads that are more adjusted to what interests us (it would be a nightmare for them in terms of the European data protection law but also , they usually explain, would require an overly ambitious technological capacity). Even so, the thought that they listen to us to sell us things is one of the great modern fears. The phrase “Facebook listens to our conversations and what we say” gives nothing more and nothing less than 1,470,000 results on Google.

But, although they do not listen to us and do not use what we tell intimately to determine that perhaps this is the time to sell us material to make pastries or a new mattress, if it is true that they have more and more data about us, they can better adjust what it may interest us and how we are and with it they are getting closer and closer to being too disturbing with their ads. Instead of clicking on what they are trying to sell us and which is so appropriate, the knee-jerk reaction is one of rejection. It is too close and therefore too disturbing. When your room appears in an advertisement
One example of this is what has a reporter for the magazine Vice : just saw “his” room in an ad on Instagram. It’s not actually your room, but at first glance it might look like it. It’s the same bed, the same sheets, and the same nightstand. “We have never seen ourselves so reflected in an ad,” he writes in the article about how he and his girlfriend felt about the message from the home lingerie brand that was trying to sell them something via Instagram feed. From Facebook, they explained that this was a coincidence. And, as the same article explains, there are two clear reasons why you can understand why you saw your room in what it really wasn’t.

On the one hand, there is the association work that the brain does. First of all, it processes what you already know or what you are thinking about the most lately (it is what it does that when you buy a car, then you see it everywhere as the most successful model). On the other, there is the business of data and advertising. Everything is very close because companies have managed to accumulate a lot of data on how we buy and get to the essence of how we are and what we want. Not that they have actually seen your room, but they have made an informed approach to what they think your room may be.

The 6-second ads were born in the online video environment. The online platforms presented them as a new format that helped the consumer to better cope with the advertising load of online videos and that prevented them from Norway Mobile Database ending up skipping the message. ‘Traditional’ video commercials, with their duration similar to those of TV commercials, would end up falling victim to the ad skip button after five seconds. Forcing the viewer to see the entire ad was a drag on the browsing experience and content consumption. With the six-second format, that was avoided and the consumer could have to watch the whole thing. But did these new ads achieve the same results or even better than the ads that were served up to then in the videos? That was the big question and the element that marked a growing list of studies, analyzes and expert recommendations.

The most recent study, produced by IPG Media Lab and Magna, concludes that it is. 6-second ads are just as powerful as 15- or 30-second ads. Short ads, remember in AdAge , are present on many online platforms, which offer them to advertisers. Snapchat, YouTube, Facebook or Twitter all have these types of ads. However, advertisers do not prioritize them and usually, point to the American medium, see them as a kind of extra, as something more. This occurs despite the fact Brother Cell Phone List that, as the IPG Media Lab and Magna study conclude, those ads do work. To demonstrate this, they used as a sample one of the platforms that offer them, Snapchat, as well as two video sources not identified by their brand (it is a video aggregator and a full episode service) and the response of consumers to those messages. According to their data, shorter-duration ads converted better. Comparing consumer response to the 6-second and 15-second ads, they found that the 6-second ads worked much better at convincing consumers to get hold of that product. They had better data in consideration of purchase. By percentages, and in general, 6-second ads achieve 9% brand favourability and 9% purchase intention among consumers aged 18 to 34 years. Compared to these data, those of 15 achieve a 2% of brand favorability and a 3% of purchase intention.

Among consumers between 35 and 44 years old, the data is distributed in 9% compared to -1% of those of 6 compared to 15 in brand favorability and 11% compared to 4% in purchase intention. The study data not only shows a better result compared to each other, but also indicates that the reception of very short ads has improved compared to its principles. “What we found is that short ads are actually much more effective than they used to be,” Kara Manatt, Senior Vice President at Magna , tells AdAge . Short ads achieve better data among both Zs and millennials in brand favourability and not just purchase intent. Of course, if the ads cannot be skipped and if they are served in long videos, the 15-second ads achieve better overall data.

The premise is clear. But, how do you ensure that video campaigns arrive properly in a digital environment as fragmented as the current one? Because, on the one hand, today we can enjoy audiovisual content from our smartphone , tablet, laptop, social networks, television and through multiple streaming content platforms . And on the other, because today’s digital video ad strategy is subject to fewer Nigeria Mobile Database time slots and GRPs than before. All this means that in the new ecosystem, brands are required to adapt so that their video campaigns are effective. How to do it? The rule of thumb is to consider the most attractive way to reach users based on the device they are on and the multiple video consumption channels they use. And along with this there are another series of key elements to take into account. The first is the content itself; the video itself, the sport, which must be the backbone of the campaigns that use this format. And this is something that favors the current environment, since users see the content they want, on demand and on demand, through different devices and are very familiar with video.

In addition, brands have to develop content with agile productions that allow them to reach all types of media so as not to restrict the opportunities to impact the audience. Therefore, it is highly advisable for them to have the creative team from the beginning of the planning process. Because the best results are achieved when creativity is involved in the initial strategic decisions. But along with the own content that brands develop to reach consumers, it is crucial for advertisers to know their behavior with respect to media consumption. And never like now must they be alert to the audiovisual content that comes to light, which is increasing and of great quality. Especially those offered by the many streaming platforms .

In line with the above, and due to the absence of comprehensive planning tools, it is capital for advertisers to determine their target audience and channel. Because budget allocation begins by allocating it where the audience Brother Cell Phone List reach can be maximized. This will mean that, for example, for many brands, especially the large ones, cable television will remain the basis of their plan and that digital television will supplement spending by reaching audiences that consume less traditional television. Something that will not happen, however, for smaller advertisers or those targeting a younger audience, because digital television, based on social media and mobile devices, is the right environment to focus on. video campaigns in your media plan.

Along with this, brands also have to firmly establish the pillar of having a technology powerful enough to simplify the execution of campaigns to the maximum. And that is also capable of using the appropriate formats and channels, promotes operability and has an independent measurement. However, as there is still no technology that brings together all these parameters, for the moment they will have to take advantage of the virtualities offered by the existing ones. And also related to technology, is innovation in measuring campaign results. In such a way that brands can measure the complete delivery of video campaigns, both on cable television, connected TV or digital.

This has been a difficult year for Facebook. He has had problems with public authorities and has had problems with advertisers. By 2021, things are unlikely to get any better for the social network. What is expected is almost the opposite could be said: problems await Facebook and they New-Zealand Mobile Database will come from all fronts. In the advertising market, you could be losing the trust of even those who are your most enthusiastic customers and those who have used the social network as a lever to reach their target customers. Direct-to-consumer companies are common in social media marketing and have Facebook as their main way of connecting with consumers, as their advertising investment patterns and the master lines of their marketing strategy have shown.

However, even they have begun to readjust their ad spend and have begun to reduce the weight of Facebook in their ad spend. They are moving some of their ad spend to other platforms and why they do so speaks volumes about how Brother Cell Phone List things are changing and how markets are readjusting. This pattern of change has been spotted by Digiday . According to an analysis, within media agencies, the great conversation they are having right now with their clients is to change patterns and diversify investment beyond Facebook. Why is this happening? As an agency manager explains to the British media, although Facebook is still the largest advertising space and is still used, “brands no longer trust it enough for everything to go to Facebook.

The reasons why marketers have changed their behavior patterns are varied and are mixed between system problems and prices. As they point out in Digiday, one of the main problems is in the prices of the platform. The CPM on Facebook has been positioned at $ 14-17 in recent months, while on other social networks (such as the emerging TikTok) it has moved between $ 3 and $ 5. Facebook is more expensive.

However, the price issue is not the only one listed by the marketers they spoke to in the review. There are also the technical problems and the reputation of Facebook when it comes to providing data. The Facebook Ads Manager has crashed, crashed, and randomly banned ad accounts. One of the advertisers points out that this has made buying advertising more difficult. And to that are added the effects of the summer boycott, which was joined by different brands and which has had an effect on the advertising strategy. Not only has it put Facebook’s reputation in question, but it has also allowed brands to try other advertising platforms. The experiments, says one of the marketers, worked and now brands are more open to trying other platforms and other activities. Snapchat, Pinterest or TikTok have benefited from this migration.

The change is not total, but it points in one direction
For now, marketers haven’t made a blackout on Facebook and haven’t even made it stop being the main element of the strategy. The marketers surveyed by Digiday speak of a scale of between 10 and 30% of the budget in the process of change. It is what they are currently taking away from Facebook of the advertising investment and taking it to other areas. However, this could point to a future direction. Those surveyed in the analysis acknowledge that they expect their clients to ask for more diversification in the future and less weight from Facebook (even though now the social network and Google carry the weight of the advertising investment).