About two years ago, I wrote about my belief that high quality publishers could make Internet advertising work at least as well as the best TV advertising. At the time, that was a pretty lonely position. In a world of banners and remnant inventory,online advertising was heading toward commoditization. Yet I continued to believe that we could make Internet advertising work brilliantly for high quality product launches and brand building and also that we wouldn’t always be stuck with text based CPC ads.
This year, with the launch of our ZINC high impact formats, we’ve begun to show that the best sites can indeed run fantastic graphic and video ads that sell great products. Agencies are buying those ads for quality brands.
We’ve been validated by a marketplace that seems finally to have discovered the value of online ads for brand building purposes. The convergence of mobile and video has made that happen; more online video ads are watched than TV ads. According to the Pew Research Center,
tablet ownership in the U.S. has nearly doubled in the past year, with 34% of American adults owning a tablet, up from 18% a year ago, according to the Pew Research Center. With 56% of these tablet owners living in households that earn at least $75,000 annually, publishers are pitching brands on reaching affluent audiences.
Fortunately, we had already developed our suite of high impact formats, including the InViewSlider, the Shuffle, and our full screen video. These formats have been tested and deployed by premium publishers in the US, Europe, and Asia. They are getting great results and making agencies very happy. Needless to say, the increased revenue makes our publisher partners happier, too.
I’m still looking toward the day we measure something besides CTRs, an irrelevant metric for brands. Viewability should be a more important metric than click-through rates; think of the traditional billboard along a highway — you don’t do anything when you see it, because you’re driving. But it might make you take action later. That’s brand lift.
Another new measure for video advertising might be engagement, or how much of the video ad did you actually watch. There’s no substitute here for great creative that can keep a visitor watching through to the end of the ad.
It has taken a while for brands to get comfortable with online advertising for brand awareness, but with the combination of new formats like full-screen TV ads on the web and better creative, we’re heading in the right direction.
In 2007, we announced the launch of ZincX, a place where advertisers could buy guaranteed premium inventory. Six years later, we are expanding the concept. The main activity of ZINC is to help agencies bring their TV to the web with our high impact formats.
During the past year, we’ve developed several ways in which advertisers can take their TV creative straight to the web — without adapting it. We have four different formats:
1. InView with video
2. Full Screen TV Ads. 300×250
3. Double video. 300×250
4. Rotating screen shots. 300×250
Our TV Ads on the Web give higher performance and more great inventory. They are easy to buy and execute: agencies can just email us their TV commercials.
ZINC has always been different and better than other companies. ZINC offers only high-visibility, premium advertising positions on high traffic sites. ZINC’s web based interface offers real-time management of campaigns, instant reporting access at any time, and aggressive pricing that allows advertisers to maximize their media budgets. Inventory availability is clear and transparent and agencies see real-time inventory and actual pricing.
To schedule a demo, or to find out more, contact lana(at)zincx.com
There are many ways that publishers and advertisers can sell and buy ad space. Today, the easiest and quickest way for advertisers to buy is with an Ad Exchange. Advertisers like exchanges because they are more transparent than ad networks and are easy and fast to use. For advertisers, there are no more sales calls from publishers or network sales reps. Instead, they choose to buy on their time in a quicker and easier way than our industry has ever seen before. They also remain in complete control. Exchanges are a great source of efficiency for agencies and advertisers. ZEDO, as you may have read today, is launching ZINC Ad Exchange.
ZINC is now in private beta and will soon be open to use by any advertiser. ZINC is different and better than other ad exchanges. Other exchanges sell remnant non-guaranteed impressions on a mixed bag of sites. The ZINC Exchange features only premium, guaranteed inventory – you choose and buy the inventory you want. There isn’t any remnant inventory. This is because the only advertising inventory you’ll find on ZINC is high-quality sites such as newspaper publishers from across the country. The ZINC Exchange will offer only high-visibility, premium advertising positions on community and metro market news websites. ZINC’s web based interface offers real-time management of campaigns, instant reporting access at any time, and aggressive pricing that allows advertisers to maximize their media budgets. Inventory availability is clear and transparent – agencies see real-time inventory and actual pricing.
ZEDO CEO Roy de Souza stated in a recent press release that, “The ZINC Exchange offers an easy way to see prices, create a media plan, and instantly buy high quality, brand-safe ad space. The ability to do guaranteed buys with even delivery across the campaign is attractive to brand advertisers and agencies. I am excited to launch the beta today.”
We are thrilled to announce this new way to buy advertising directly from sites, specifically newspaper sites. Please contact us if you want to join the beta at www.Zincx.com.
P.S. Come see ZEDO at ad:tech in San Francisco April 11-13 to learn even more about Zinc Ad Exchange: Meeting Room MR9 (Expo Hall level 2).
Click to buy guaranteed placements on newspaper sites.