Alex Webb: More kids with smartphones spells advertising bonanza

| February 10, 2020

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The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers. By the time U.K. youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published last week by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening. For now, advertising targeted at children has been slower to migrate online than in the broader industry. Whereas more than half of the world's $614 billion of ad spending is now online, less than a third of the outlay for ads targeting children is digital, according to a 2019 study by PricewaterhouseCoopers.

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Taxing Internet Ads Could Raise Lots of Money, but Doubts Persist

Article | February 25, 2020

Leading Maryland lawmakers seeking a way to help pay for a $4 billion, 10-year education plan came up with what they consider an innovative idea of where to get the cash: deep-pocketed internet companies. The Democratic proposal would tax Facebook and Google for every ad the companies run on the computer screens of Maryland residents visiting their sites. If passed, the plan would make the Old Line State the first in the nation to raise revenue by taxing online advertising. “Massive technology corporations have ballooned in size and influence over the last two decades,” wrote Maryland Senate President Bill Ferguson, a Democrat, in an email to Stateline. “This legislation starts to make sure that these corporations pay their fair share in contributing to building our state's core educational institutions.”

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$1.25 Billion in Ads at Risk Following Olympics Delay

Article | March 25, 2020

Two days ago, the 2020 Tokyo Olympics were postponed. The decision surprised no one given the coronavirus, even if the numbers in cases in Japan have slowed down recently. With all the travel and tourism involved, it would’ve led to another serious outbreak of the virus. As a result, the Olympics will move to 2021. A new date hasn’t been announced yet. Tourism, hotels, and airlines will take a hit from the reasonable decision. As for advertisers, $1.2 billion in ad sales is now in question. $1.25 Billion in Ad Sales According to Deadline, Comcast’s NBCUniversal is now communicating with advertisers on the $1.25 billion in ad sales already sold. It’s a new record for the Olympics. It’s unclear whether Comcast will pay back the advertisers or play their ads next year. In total, $6 billion is usually generated in sponsorship from the Olympics. Now, a large chunk of that sum is at stake. Fun fact: that $6 billion doubles the previous summer games in sponsorship revenue.

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3 Facebook Ad Ideas to Get Your Content Seen by Your ‘Perfect’ Audience

Article | June 21, 2021

You have countless ways to promote your content online, but one of the most effective is Facebook ads. With over 1.8 billion daily active users, you can almost guarantee your audience is there. You just need to learn how to get your content in front of them. Given a Facebook post’s organic reach is in the single digits, your time is best spent making the advertising side work for your content. In this guide, I detail three of my most effective ways to promote content using Facebook advertising (without ever touching that boost button.) 1. Create a “content bucket” campaign to reach new fans Many content creators are focused on more. They want more fans, more readers/listeners/viewers. With that in mind, focus first on growing your audience by reaching people who are unfamiliar with your brand or your brand’s content – but who would be interested in your topic. My “content bucket” campaign idea works so you don’t have to spend too much time creating big Facebook campaigns for every piece of content you publish. The concept is simple: You create one campaign. Every time you publish a new piece of content, add it to that campaign. Let me walk through how to set this up: Head into your Facebook ads manager and click on “create new campaign.” Pick an objective based on the content. If it’s a Facebook video, pick video views. If it’s a blog, podcast, YouTube video, or other non-Facebook content, select traffic.

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Nintendo dominates gaming industry TV advertising in February

Article | March 8, 2020

After the usual post-Christmas lull in TV advertising, the gaming industry with Nintendo in the lead came back big in February with an estimated outlay of $12 million, nearly twice January’s spend. GamesBeat has partnered with iSpot.tv, the always-on TV ad measurement and attribution platform, to bring you a monthly report on how gaming brands are spending. The results below are for the top five gaming-industry brands in February, ranked by estimated national TV ad spend. Nintendo takes first place with an estimated spend of $11.4 million on nine ads that ran over 1,200 times, generating 433 million TV ad impressions. “Switch My Way: Catching Up,” which aired during Super Bowl LIV, had the biggest outlay (est. $5.7 million).

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