The Open Agenda

Well, it depends who WE is.

You can read the latest IBM study here on Social Media Today.

See the original post here.

“Imagine an advertising world where … spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.”

Here’ s our respose:

Display Media is not broken – how can you break something that never worked in the first place?

Print ads whacked online (in format and pricing) was never going to work.

CPM is meaningless.

CTRs are worthless.

The idea of trying to drive a usert to a site is dead.

Display media needs to be redefined and we are doing our little bit to make this happen.

12 months ago we created an engagement priced display format called the Open IMU. People told us we were made, publishers would never abondon CPM and drive to site and CTR is king. Well, how opinions have changed in 12 months. One of our clients, P&G, last week laid down the gaunlent. They are now demanding engagement based inventory from publishers. Good news!

Our approach is simply. Display should be used to push content out, making it available everywhere. It needs to be engaging and drive repeat interaction.

This approach works. On this campaign for Vodafone McLaren Mercedes we have had more than 23m views and more than 30,000 installs of the time of writing.

You can see a placement on this blog (RHS column about half way down the page)

http://www.formula1blog.com/

When you get install rates (the purest measure of engagement) that are higher than average CTRs on normal banners – something has to give.

Josh

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