This Month's Features: Verified Would Like to Welcome... Postal Price Increase Not As High Viewability in Focus at Leadership Meeting Events Calendar Digital Local Ad Spend at 40% of Total Local Spend |
|||||
![]() Verified Would Like to Welcome...
![]() Postal Price Increase Not As High
A calculation error discovered by the Postal Regulatory Commission last week, and acknowledged by the USPS on Wednesday, means the average increase for periodical delivery will be 1.34 percent, instead of the 1.965 percent originally announced. "The Postal Service's intention was to increase Periodicals prices by 1.965 percent," the statement reads. "The prices noticed in the January 2015 filing unintentionally reflect a percent price increase for Periodicals that is below the goal of 1.965 percent." "Good news in general for publishers," said David LeDuc, Senior Director of Public Policy for the Software & Information Industry Association. "But a publisher should not assume [1.34 percent] will be their increase. No one is yet able to determine the true effect by running the mail list using the old rates and new rates with the new rules. A back-of-the-envelope calculation results in a 9% increase for a light publication with low advertising and a national distribution with 25,000 copies. Of course, other periodicals will fare better in some circumstances." The increase is set to take effect in April 2015. A 4.3% exigency surcharge will expire a few weeks after that. ![]() Viewability in Focus at Leadership Meeting
The recent Interactive Advertising Bureau (IAB) Annual Leadership Meeting, attended by more than 1,100 executives, featured a number of conversations about viewability, including a Town Hall devoted to the subject. Over the course of high-level dialogue with stakeholders from the buy, sell and tech sides, it was clear that confusion persists. Clarifications were necessary:
The subject of Rising Stars formats also took the spotlight when research was released showing that these rich canvasses outperform legacy display units across a myriad of brand effectiveness measures. This also served as a reminder that conversations about Rising Stars ads and viewability have not been in the forefront – but this topic is critical. First off, it is vital to note that Display Rising Stars units were given a different viewability standard by the MRC and the industry, due to their larger size. Their standard is 30% of pixels for one continuous second. Second, it is important to understand that any real challenge in balancing the Display Rising Stars with viewability concerns has to do with vendors' inability to consistently measure them against the viewable standard. Ultimately, it isn't the Rising Stars but the measurement technology that vendors must improve. Captivating creative – now proven to be exceptionally effective for brand building – cannot be excluded from media plans that require viewability. Moreover, we need to cut through the confusion wherever it is, no matter how it started, and get to a marketplace that works toward the common goal of ensuring quality advertising that is viewable and measurable. ©
2015 MediaPost Communications ![]() Events Calendar
INMA
Mobile Summit for Engagement and Profit NNA
mediaXchange 2015 EWIP
2015 Woman's Leadership Conference INMA
and WNMN: Big Data for Media Conference If
you have an event that you would like to announce,
Four types of companies are forming:
But that actually makes three types of companies, says the report. The fourth is Internet "pureplays," and there are thousands of them. True to predictions, they have gobbled up share at the local level. In 2015, these independent companies will account for nearly three-fourths of all digital advertising, elbowing out local media competitors who have tried for two decades to use their existing sales forces to also sell digital advertising. It's an interesting landscape, and this is how it looks to us at the onset of 2015, says the report. This report, a digital advertising outlook for 2015, examines the companies that are apparently doing the best at morphing and looks at where all the growth is. Several companies are making hundreds of millions of digital revenue but have essentially stopped growing. Others are morphing from traditional media companies into digital media companies, now getting the majority of their ad revenues from online advertising. Three years ago, traditional media sold half of all digital advertising. This year, traditional media will only account for 25%, or $12 billion. "In 2015, independent companies will account for nearly three-fourths of all digital advertising, elbowing out local media competitors who have tried for two decades to use their existing sales forces to also sell digital advertising," said Gordon Borrell, CEO of Borrell Associates. This said, Borrell points out that traditional print and broadcast media are still a significant market force. At the end of 2014, they accounted for more than two-thirds of all advertising buys. ©
2015 MediaPost Communications
Please send comments and story ideas to |
|||||
© 2014 Verified Audit Circulation |