Digital Chameleon Blog
8 Training Mistakes
Monday, February 15, 2010
What a difference a room makes!
Thursday, February 11, 2010
The iPad's Threat to Advertising
Tuesday, February 09, 2010
Interesting post by Shira Orbach on the IAB US' blog last week
The point being that the proliferation of new devices (like the much proclaimed iPad), based on real (or presumed) consumer behaviour is generating more "walled gardens" and less ability for content (and advertising) to be delivered seamlessly across platforms:
"Put simply, a company's opportunity to create, sell and use advertising effectively and profitably will depend on its ability to deliver it seamlessly across multiple devices. Fostering seamless delivery across multiple sites has been the rationale underlying the IAB since our founding 15 years ago. Yet as successful as we've been in standardizing advertising unit formats, measurement guidelines, work-flow processes, and the like, other central standards have proved elusive. For example, the creative agencies on the IAB Agency Advisory Board have said categorically that their single greatest obstacle to advertising effectiveness and growth is their inability to deliver the same rich-media ads to tens of millions of households across multiple sites because, as they put it, "the rich media toolkit differs too much from site to site."
The proliferation of device-based walled gardens risks making our complex supply chain even more fragmented and complicated than it's been. As Forrester's Bernoff wrote, "Web marketing has grown since 1995, based on the idea that everything is connected. Click-throughs, ad networks, analytics, search-engine optimization -- it all works because the Web is standardized. Google works because the Web is standardized. Not any more. Each new device has its own ad networks, format, and technology." The Apple iPad's lack of Adobe Flash - a core component of much interactive display advertising - only serves to underscore how splintered the advertising economy could become."
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