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Innovative Advertising Solutions

Video increases in importance, social media becomes less social

09 December 2014 · by Greg Bobolo

In our business, we have been toiling with this question: Where does traditional media sit within a social media environment? With video being the fastest-growing segment in both categories, we decided to look there to find the answer.

In traditional media, video advertising dollars will rise the fastest of any digital format this year, totaling US$5.96 billion and accounting for nearly 12% of display ad spending. Furthermore, eMarketer expects video ad expenditures to more than double between 2014 and 2018.

Next year, the video flood gates will open even more as social marketers embrace video as never before. Facebook now delivers more than 1 billion video views per day. Nearly nine in 10 United States marketers are using social media marketing, placing it clearly at the core of business marketing in today’s media environment.

In early November, for the first time ever, The New York Times acknowledged that video has become more powerful than ...


McClatchy launches customer data center, provides advertisers with audience information

20 November 2014 · by Darrell Kunken

McClatchy has launched the McClatchy Customer Data Center (MCDC), a more formal analysis process for building value for advertising clients.

Print, digital, niche products — this is not what we are selling. We are selling exposure to an audience, an audience that will transact with our business partners.

MCDC brings the focus of the conversation down to the most important common denominator for any business: Who are my most valuable customers and how do I keep building my business through ...


Beyond the expected: 6 unique advertising ideas

18 November 2014 · by Suzanne Raitt

News media companies deliver print and digital advertisements, of course, But today, they offer far more.

Take a look at what newspapers have done to deliver the advertiser’s message in a relevant and unique way. They are going above and beyond, partnering with advertisers to create powerful, impactful messaging to reach their target consumers:

Events: A local pub (which brews its own beer) needed to build awareness. The news media company invited the local neighbourhood in to drink beer (optional) and draw an advertisement for the pub in a blank spot it had left in 1,000 newspapers.

These newspapers, with “hand-drawn ads for handmade beer,” were delivered ...


News media companies need to act now on digital for long-term revenue strategy

06 November 2014 · by Greg Bobolo

The news about newspapers isn’t pretty.

American newspaper ad revenues have plummeted by more than US$40 billion since 2000. The Washington Post, for years considered the standard bearer in newspaper journalism, has gone from a position of immense profits that reached US$120 million annually in 1998 to annual losses of US$40 million, as reported recently in Adweek.

A failure to anticipate the digital technology revolution that would sweep the media world is partly to blame. Whatever inroads news media companies have so far been able to make with online ad revenue have not come close to offsetting the freefall of print ad revenue and have been further eroded by the proliferation of specialty media outlets.

However, it’s not too late.

Newspapers need to focus on digital, which represents the only future with possibilities. Once they do, it will become a real priority and receive the attention it needs.

Let’s look at the hard data. Worldwide newspaper ad spending continues to fall, as it has been for more than a decade. Digital ad spend surpassed print for the first time in history years ago.

Now, let’s look at ...


Revenue ideas: Design to delight like Cirque du Soleil

08 October 2014 · by Suzanne Raitt

Media companies can take a page from Cirque du Soleil. Its underlying “secret sauce” – surprise and delight your audience.

Through both the editorial and the advertising, media companies have an opportunity to excite their readers every day (and make some money).

Let’s consider how.

The show itself presents the weird, the mad-cap, the unexpected, and the talented. Do we do this enough in our editorial? On the revenue side, we need to continue to offer our advertisers creative offers that will help their messages break through and create positive word of mouth (for them and for us).

In print, more advertisements with scent/scratch-n-sniff features, Augmented Reality, messages over multiple pages, fold-outs, inventive placements, and charming ads that use the day or section of the newspaper to make the ad sing.

More. More. More.

Digitally, have fun ...


Tracking ad effectiveness is key to proving news media value

07 October 2014 · by Darrell Kunken

Conversations are now more pointed.

For retail marketers, the needle is pointing in the direction that gives them measurable metrics.

Marketers duly admit that when they put an advertisement in a newspaper, an insert in certain ZIP codes, or ads on an site, their store sales see an increase.

Yet more and more, they are pushing back on using our channels for ad promotions because they “can’t measure the ROI.”

For newspaper companies, this represents a great challenge. While we know that we have the audience and the distribution capabilities to reach virtually any targeted audience or household, unless we close the loop on ...


Looking toward 2015: Stop being craptastic

28 September 2014 · by Adam Burnham

Ahhh, fall is here and so is budget season for those of you on a fiscal calendar year. Time for the sprint to the finish line.

In that spirit, I thought I would talk about some things to consider as you prep for 2015 from a product and sales execution perspective.

Here are some things to consider as we take a look forward.

Overall, legacy products (print, radio, television, yellow pages) will be down in 2015. It’s a non-election year my television friends.

Digital will be up, but not enough to replace legacy product losses in whole. You will need to think beyond core legacy and digital, or be prepared for further cost cutting. Your organisation will continue to evolve and will need to focus even more on core competencies of content and sales.

Since this is an innovative advertising blog, we will leave the content discussion to content experts.

From an advertising perspective, what is your plan? Will you be adding any new platforms or products for 2015? If so, how do you know ...


Real-time bidding versus programmatic direct

21 September 2014 · by Greg Bobolo

Real-time bidding (RTB) versus programmatic direct: The difference is subtle but important.

Buying and selling digital video advertising happens at light speed. But this market still needs definitions and explanation if we are going to extract the most value from premium digital video.

RTB is a non-guaranteed form of trading that’s skewed heavily in favour of the buyer but fails to account for many attributes that are considered valuable in today’s media marketplace, like the quality of video and the niche premium audience it reaches.

Programmatic direct enables a buyer to access advertising inventory and packages through a direct connect technology, eliminating the need for insertion orders or any paperwork. It also enables buying in advance at a pre-determined price for a set group of guaranteed advertising units.

It’s like buying an airline ticket directly through an airline, or booking a hotel room directly ...


6 strategic ways to use advertising in print media

02 September 2014 · by Suzanne Raitt

Print media can be used in innovative ways to deliver an advertiser’s message. Read through the examples presented or watch the video instead.

Reminder: What brand to buy? What to do this weekend? Newspapers provide a recap of the latest news and information so it’s a perfect fit.

Bounce presents hydro-electric towers in the shape of clothes – and the connection is made. Splashdown Waterpark delivers a smile with its ad presenting a playful version of the “aftermath.”

Branding: Procter & Gamble, which owns Bounce, has consistently advertised its brands in newspapers over the last couple of years demonstrating ...


Sacramento Bee uses metrics to prove print advertising success

20 August 2014 · by Darrell Kunken

With offices and showrooms around the world, Granite Transformations is an advertiser offering new alternatives to traditional countertops, backsplashes, floors, and more.

With the ongoing goal of continuous improvement, Amy Gerstmar, the company’s Sacramento Bee account manager, has used data to help Granite Transformations achieve an even more effective, diversified advertising programme this year.

In 2013, Granite Transformations was a full-page advertiser (two or three times a month). It also placed an ad in our B Street Theater programme and did an occasional e-mail blast for contests and promotions.

This year, Amy brought Granite Transformations into our dashboard to provide the company with a view of the performance metrics resulting from ...


About this blog

The Innovative Advertising Solutions Blog looks at not only integrated advertising sales for newsmedia companies but the full spectrum of agency-level marketing solutions for advertisers: print, digital, package, and event sales; social media marketing services on behalf of advertisers; and behavioural targeting across a range of digital products.

Meet the bloggers

Greg Bobolo
New York, New York, USA
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Adam Burnham
Vice President
Affinity Express
Elgin, Illinois, USA
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Barbara Cohen
Kannon Consulting
Chicago, USA
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Tami Coughlan
Associate Director,
Integrated Solutions & Business Development
Associate Publisher,
The Kit
The Toronto Star
Toronto, Ontario, Canada
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Darrell Kunken
Director of Research/Market Analysis
The Sacramento Bee
Sacramento, California, USA
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Tyler Mack
Digital Media Director
The Register-Guard
Eugene, Oregon, USA
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Kirk MacDonald
Executive Vice President/Advertising, Marketing and Digital Sales
Denver Post
Denver, USA
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Suzanne Raitt
Vice President, Marketing and Innovation
Newspapers Canada
Toronto, Ontario, Canada
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Blog archives

December 2014 ( 1 )
November 2014 ( 3 )
October 2014 ( 2 )
September 2014 ( 3 )
August 2014 ( 2 )
July 2014 ( 4 )
June 2014 ( 2 )
May 2014 ( 3 )
April 2014 ( 2 )
March 2014 ( 4 )
February 2014 ( 4 )
January 2014 ( 4 )
December 2013 ( 3 )
November 2013 ( 4 )
October 2013 ( 4 )
September 2013 ( 4 )
August 2013 ( 4 )
July 2013 ( 3 )
June 2013 ( 4 )
May 2013 ( 5 )

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