I have been trying to start a movement with using simulations in advertising, to demonstrate products and measure product engagement/interest. In other words, content that viewers want to engage with, and it just happens to focus on how to use the sponsored product (in ways that demonstrate the advantages/benefits of that product, not simply a product placement shot).

Thanks Frederic for an enjoyable and thoughtful piece!

What bugs me and puzzles me is why newspaper and magazine publishers are willing to sell advertising on websites and in e-newsletters at such a low rate? Don’t “they” understand that undercutting their print rates is dooming the industry? Don’t they understand that without the content developed by print publications, real, new content on the web would be non-existent? Don’t they understand that the low CPMs for online and e-newsletter advertising are undermining their organization’s ability to compete? Don’t they understand that the low CPMs for online and e-newsletter advertising will create (another) unsustainable business model that will leave them in the same predicament as they have now? Do they really expect iPad and iPhone app and advertising revenue to be enough to maintain their businesses?

In particular, B2B publishers, including associations, should consider applying the same CPM to online and e-Newsletters that apply/applied to print? Are they afraid that other websites and e-newsletters will take all the business? Did other print magazines take all their print business? The same sales pitch that worked for their print publications will work for highly targeted online and e-Newsletters: No wasted circulation; Highly motivated and targeted audience; Ability to coordinate advertising with events/exhibits/sponsorships; A way to introduce themselves to a specific market; A way to build loyalty and brand recognition among a finite group of buyer; etc.

Judy

It isn’t digital advertising you’re relying on for your staying afloat, digital advertising is doing fine, it’s your dated banner-ad-space-for-money model.

Josh Wills – Buzz – Public
My personal cut: 0.00001729%.
Inside AdSense: The AdSense revenue share
http://www.google.com/buzz/josh.wills/Sbwmfy6rwqB/My-personal-cut-0-00001729

I think with continual rise in social media, there is huge opportunity for advertisers to understand that marketing to users MUST work with the whole social media experience – buzzwords and all – and build relationships, engage consumers for longer periods of time, and reciprocate attention. I see so many marketers using new media to push old messages. I love (and agree with) your point that we’ll see small companies capitalize on this opportunity first and foremost.

The solution could be iAds. Apple has already committed to minimizing performance degradation. iAds has the potential to filter out obnoxious design and bandwidth hogging as well. If Apple’s own advertising campaigns are an indicator, then we can expect iAds to result in a quantum increase in quality. The touch-to-see nature of the iAd banners means that you won’t be interrupted when you don’t want to be, and that the banner (hook) better be compelling. The ad itself needs to be even more compelling, if advertisers expect you to click on their ads more than once.