Publisher Moves in Digital Advertising

Recent moves by several big newspaper and magazine publishers have greatly expanded their ability to deliver digital advertising, and suggests further expansion of online and digital platforms for their content.  The latest deals continue a long-term trend of investing in technology and agency firms to help them leverage their traditional print assets.
  Magazine publisher Conde Nast announced it had invested in Flite, a cloud-based ad platform system.  Flite had developed a series of ad tools designed to turn traditional display ads into a more interactive, app-like experience by integrating social media, e-commerce, live chat, and video features - all within a system that also allows ads to be updated in real time.  Flite had already attracted a number of big brands (L'Oreal, CBS, General Mills, Microsoft, P&G), and Conde Nast plans to use Flite to enhance rich media advertising across its 27 online titles.
  Gannett announced its purchase of BLiNQ Media shortly afterwards.  BLiNQ specializes in "social engagement advertising," and one of the first to get access to the Facebook Ads system.  The company was running social marketing campaigns for more than 600 advertisers.  Gannett plans to integrate BLiNQ with local newspaper websites and its ShopLocal system.
  Hearst is pursuing a number of partnerships with social media and personalized e-commerce firms.  It has a deal in place with Sprinklr to manage Hearst's various social media programs (Hearst has separate programs for more than 20 of its major brands).  Hearst's Seventeen.com has developed a partnership with mulu that will facilitate linking editorial content with e-commerce.

In the new feature, a “muluBox” appears alongside Seventeen.com’s online content with recommended products based on content the user had already viewed, including videos, slide shows or articles.

 The various moves will help publishers develop online assets that take advantage of the unique opportunities that online and mobile systems offer, and should also push them to seeing and developing online versions as distinctive companions to traditional print offerings.  The integration of social aspects and individualized product recommendations should also foster greater user involvement with their brands and content. That can only help their transition to, and integration with, online content delivery.

Source -  Publishers Beef Up Digital Deals,  MediaDailyNews

Net status report

The latest research report from GlobalWebIndex continues to show strong growth potential across a range of Web services and devices.  The survey, based on a sample of 40,000 Internet users in 27 countries, shows strong and continued growth in social media use and e-commerce applications, as well as the continued dominance of Google across a growing range of services (85% of Internet users around the world report using one or more Google services at least monthly).
  On the social media front, the recent report should that 60% of the sample managed a social media profile at least monthly, a significant improvement from 2009 (when only 36% used social media at least once a month).  However, the survey also showed that Facebook seems to have reached a saturation point in mature markets, with their growth in subscribers being driven by expansion into markets like India, Indonesia, and Brazil.  This survey also suggested that while remaining active, there's a small decline in the frequency of social media activities, particularly in the U.S.
  E-commerce usage is also growing, with 59% of the global sample purchasing something online in the last month.  Adoption and use of e-commerce applications remains centered in more heavily developed markets, at least for now.

Source - Internet Growth, e-Commerce Expands Globally,  Online Media Daily

Near Field Communications shows promise

One of the hot topics at this year's CES is Near Field Communication (NFC), a technology that brings very short-range wireless communications to mobile apps.  NFC is the technology empowering mobile e-commerce systems like Google Wallet, and can also be used to display info on nearby items to consumers.  It's also being incorporated into conference technologies to identify participants and as a "virtual business card" exchange.  Industry sources predict that the technology will be built into up to a half billion high-end smartphones by 2015.

A big issue for now is the fact that current NFC systems are not encrypted, making it a bit of a concern for e-commerce uses and consumer privacy.  Still, as NFC systems improve and diffuse, it should join GPS-enabled mobile devices to offer a range of hyperlocal services.

Sources:  CES 2012's Big Sleeper: Near Field Communications,  InformationWeek
IT Pro Impact: NFC and Mobile Commerce, InformationWeek Reports

Pop Ups Just Became Useful

Post submitted by Molly McCurdy - posted with minor additions -

AOL recently announced that after a year in development, their Project Devil ad service is complete. The new service allows users to engage in and complete ecommerce transactions from within the original pop-up or display ad.  The advertisement pulls a HTML overlay directly from the company's e-commerce website, allowing users to expand the advertisement to full screen and purchase an item, without having to leave the screen hosting the pop-up.. 

What does this mean for the average consumer? While online ads can be annoying, they can also make online consumers aware of products and specials they might be interested in.  However, to find out more, or to make a purchase, you had to click through the pop-up or display ad, which took your browser to a different location. Concern over leaving the primary site can limit user willingness to pursue online ad offerings.  Project Devil's use of the new HTML overlay feature can reduce that concern, and AOL hopes, the use and effectiveness of pop-up advertising.  The system has yet to be used by current online advertising campaigns, but AOL hopes they will be more widely used during the coming holiday season, especially among clothing retailers.

Source -  Online Shopping: Now, Inside Display Ads!  AdWeek