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<br /> <keyword id="6354576" type="CITY" weightage="80" keywordseo="Facebook">Facebook</keyword>’s CEO <keyword id="6354630" type="PERSON" weightage="80" keywordseo="Mark-Zuckerberg">Mark Zuckerberg</keyword> is known for his sharp business acumen and keen eye for detail. The 30-year-old young man, who is on a mission of connecting the world, keeps coming up with ideas which make us exclaim with awe. First it was his social media platform which won him accolades from across the globe, then he came up with the Internet.org initiative and brought together technology leaders, nonprofits and local communities to connect the two third of the world that still doesn’t have Internet access. And now, the man has come up with new educational resources for marketers and intends to help them take their business to new heights leveraging the Facebook platform.<br />
<br />
Facebook will soon be providing resources and tools to help every marketer, including the two-million businesses advertising on Facebook, to grow their business. They have announced two education programs today:  Blueprint, a training program for agencies and brands; and Learn How, an online learning center for small businesses and new marketers.<br />
<br />
There is no sign-up required, so people start gaining from these courses right away.  While individuals, agency employees have the option to take any of the courses they would like, Facebook is also working with agency leadership to help them determine which courses are best for their employees to take that are specific to their needs.<br />
<br />
<strong>Why has Facebook launched this educational initiative all of a sudden?</strong><br />
<br />
When we contacted Facebook for an answer, this is what their spokesperson told us. “Our number one request from agencies and marketing partners has been training and this is Facebook’s answer for them. We know there is a lot of information to learn about how to run successful marketing campaigns on Facebook, so the Blueprint eLearning is designed to meet the needs of all audiences, whether you want to learn more about one specific ad tool or if you’d like to learn end-to-end solutions for bringing a brand to life on Facebook.”<br />
<br />
<strong>What ‘Blueprint’ and ‘Learn How’ have on offer?</strong><br />
<br />
Blueprint will help agencies, partners and marketers create better campaigns and drive business results. Combining online courses, in-person training and certification, it will train marketers on everything from campaign optimization and how to use video on Facebook to effective ad measurement solutions. The foundation of Blueprint is its eLearning center, which features over 35 online courses and has tracks organised by category, such as direct response marketing, as well as tracks designed for specific roles, such as digital buying. Blueprint eLearning easily integrates with other learning and development programs and offers reporting to track progress and results.<br />
<br />
Learn How, on the other hand, is an online learning center that will help SMBs and businesses do more with Facebook Pages and Ads. It will offer marketers answers to frequently asked questions, like how to create a Page or how to create a Custom Audience. This program will be available on desktop and mobile in 14 languages on the Facebook for Business website.<br />
<br />
<strong>Has Facebook roped in any education partners?</strong><br />
<br />
Education can’t be imparted without teachers. So, the question whether Facebook has roped in any education partners for this initiative is obvious. However, when we asked Facebook spokesperson about it, he refused to share any names and said, “Our education partners are all marketers on Facebook. The courses are modularized so that people taking the courses can pick and choose what they’d like to learn about. For agencies and marketing partners, we can build curriculums that are designed around job roles and/or marketing objectives so that training is customized for their needs. For smaller businesses that would like to learn more about a specific tool or feature and who have limited time, they can take courses individually as needed.”<br />
<br />
<strong>Who have so far benefitted from these courses?</strong><br />
<br />
Yes, Facebook has launched this program just today but prior to its launch, Blueprint eLearning ran a global beta test with Agencies and Marketing Partners. Here are some interesting stats that we would like to share:<br />
•900+ people across all 6 holding companies and marketing partners across 11 countries participated in the beta.<br />
o   All 6 Hold Companies were involved in the beta<br /> o 54 individual agencies from those 11 countries: (Examples include: US, UK, Dubai, South Africa, Canada, Mexico, Singapore, Hong Kong, Australia, South America). Agency examples include: <keyword id="4120995" type="COMPANY" weightage="80" keywordseo="iProspect">iProspect</keyword>, <keyword id="6435115" type="COMPANY" weightage="20" keywordseo="PhD">PHD</keyword>, <keyword id="6383441" type="COMPANY" weightage="20" keywordseo="Starcom">Starcom</keyword>, <keyword id="180259" type="COMPANY" weightage="20" keywordseo="Dentsu">Dentsu</keyword>, <keyword id="321451" type="COMPANY" weightage="20" keywordseo="Mediacom">MediaCom</keyword>, <keyword id="137600" type="COMPANY" weightage="20" keywordseo="Mindshare">Mindshare</keyword>, <keyword id="205411" type="COMPANY" weightage="20" keywordseo="Zenith-Optimedia">Zenith Optimedia</keyword>, OMD, Carat, Initiative, UM, Resolution<br />
o   Almost 10,000 courses were taken during the beta<br />
o   Blueprint eLearning scored 98% on satisfaction<br />
o   94% on whether beta testers felt they gained new skills.<br />
•iProspect, one of the world’s leading digital performance marketing,  has been heavily involved in the development of Blueprint eLearning, submitting over 350 feedback surveys globally from the beta test that ran in January. iProspect is currently exploring integration of its internal learning management systems with Facebook Blueprint. “After participating in the beta, we found the content so valuable that we are working to integrate Blueprint into iProspect University, our internal learning and development program,” says Ben Wood, Global president, iProspect<br />
•PHD was one of the most engaged partners of Facebook’s Blueprint eLearning beta test, and included beta test participants from Australia, Singapore, Canada, Dubai, the UK and US.<br />

​Mark Zuckerberg is getting serious about business. Educating marketers is next on his list

<div style="float: right; margin: 15px 0 20px 20px;"><table border="0" cellspacing="0" cellpadding="0"><tbody><tr><td colspan="2"><a href="https://static-ssl.businessinsider.com/category/chart-of-the-day"> </a></td></tr><tr><td><a href="http://www.businessinsider.com/category/chart-of-the-day"></a></td><td><a href="http://www.businessinsider.com/projected-smartphone-growth-by-region-2016-6"></a></td></tr></tbody></table></div><p>The smartphone revolution has already remade a bunch of industries: software, music, and even transportation have all been irrevocably altered by the fact that more than a billion of us now carry a powerful internet-connected computer with us at all times.</p><p>The next industry to go is advertising. Zenith Optimedia predicts that advertisers will spend almost $75 billion more annually on mobile advertising in 2018 than they do today. No other segment will see anywhere close to the same growth, and advertising in newspapers, desktop web content, and magazines will continue to plunge.</p><p>The two companies best positioned to capitalize on this growth today are Facebook, which owes nearly all its revenue growth in the last four years to mobile advertising, and Google, which has a strong advertising platform for the mobile web. This is also why Verizon is making big investments like buying AOL, whose mobile advertising strength was attractive, and increasing its video content.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Statista</span></p></div><p></p></div></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/lowell-mcadam-explains-why-verizon-bought-aol-ignition-mobile-2015-12">Verizon CEO Lowell McAdam explains why he bought AOL</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="pmcmpleTrByLm2ktqdyFSsjV6_32Ok2j" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

The next gold rush: mobile advertising

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.</p><p><strong>1. <a href="http://www.businessinsider.com/yahoo-not-spinning-off-alibaba-stake-yet-2015-12">Yahoo is not spinning off its Alibaba stake.</a></strong> Instead it will transfer all its properties that aren't part of the Alibaba stake into a new company. </p><p><strong>2. <a href="http://www.businessinsider.com/yahoo-board-says-not-for-sale-2015-12">The Yahoo board says there is no plan to sell the company.</a></strong> Yahoo chairman Maynard Webb also said the board has complete confidence in CEO Marissa Mayer and the leadership team.</p><p><strong>3. <a href="http://www.businessinsider.com/tv-broadcasters-try-to-drum-up-more-political-campaign-ads-2015-12">The TV industry is begging presidential candidates to run TV commercials rather than switching to online.</a></strong> The Television Bureau of Advertising has launched a marketing campaign dubbed "we get voters."</p><p><strong>4. <a href="http://adexchanger.com/platforms/pubmatic-lays-off-more-than-100-plans-to-refocus-on-large-customers/">Ad tech company PubMatic is laying off 100 staff - 20% of its workforce - AdExchanger reported.</a> </strong>Business Insider confirmed the report with PubMatic, which says the layoffs come as a result of refocusing the business around the minority of its publisher customers that drive 90% of its revenue.</p><p><strong>5. <a href="http://www.wsj.com/articles/facebook-bends-to-publishers-tweaks-instant-articles-advertising-1449676734">Facebook has bent to publishers and has tweaked its Instant Articles ad offering, The Wall Street Journal reports.</a></strong> Publishers can now include more advertising and will also have the option to link to content on their own sites in the "related articles" section.</p><p><strong>6. <a href="http://www.adweek.com/news/television/nexstar-says-acquisition-talks-media-general-have-reached-impasse-168521">Nextstar Broadcasting Group says its acquisition talks with Media General have "reached an impasse."</a> </strong>Adweek reports that Media General wants an "unreasonable" $18.61 per share.</p><p><strong>7. <a href="http://www.businessinsider.com/mark-mahaney-rbc-capital-markets-presentation-on-facebook-2015-12">RBC Capital Markets analyst gave a presentation at Business Insider's IGNITION conference on Wednesday on how Facebook is taking over the world.</a> </strong>Here's the deck.</p><p><strong>8. <a href="http://www.businessinsider.com/the-biggest-mistake-the-digital-advertising-industry-made-2015-12">Shann Biglione, head of strategy at media agency Zenith Optimedia China, writes that the online ad industry made a huge mistake 20 years ago that is still costing it dearly today.</a></strong> It was the decision to track clicks and impressions.</p><p><strong>9. <a href="http://www.businessinsider.com/customers-say-lane-bryants-clothes-are-ugly-2015-12">Customers say the company trying to revolutionize the plus-size industry has a major problem.</a> </strong>No-holds-barred ad campaigns aren't enough when the clothes are ugly.</p><p><strong>10. <a href="http://www.businessinsider.com/how-mark-zuckerberg-inspires-facebook-employess-2015-12">Facebook ads boss Carolyn Everson spoke at Business Insider's IGNITION spoke about Mark Zuckerberg's leadership skills.</a></strong> She said he inspired her and other Facebook employees to ask themselves one question all the time: "Am I dreaming big enough?" </p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/teens-favorite-apps-snapchat-twitter-youtube-2015-12">Teens reveal their favorite apps and the winner is clear</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="hrOGNmeTqHk5nGs-oKHPgIdVnhvEoMX7" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

The 10 things in advertising you need to know today

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image"><p class="source"><span>Getty / Justin Sullivan</span></p></div><p></p></div></div>1. <strong><a href="http://adage.com/article/digital/linkedin-s-ad-business-rises-company-reports-growth/294427/">LinkedIn reported strong second quarter earnings and signs of a growing ad business.</a> </strong>The company reported that its "Marketing Solutions" revenue hit $106 million, a 44% increase from last year. </p>
<p>2. <strong><a href="http://digiday.com/publishers/publishers-updated-mobile-app-strategy-curation-creation/">Publishers are changing the way they plan their mobile app strategies according to Digiday.</a> </strong>BuzzFeed, for example, announced it will create a new mobile app featuring only news content. It will also include posts curated from other top news sites. <strong><br /></strong></p>
<p>3. <strong><a href="http://blogs.wsj.com/cmo/2014/07/31/most-major-us-publishers-now-sell-ads-programmatically/">The Wall Street Journal reports that most online publishers, 98.3%, now use some sort of programmatic strategy to sell ad space.</a></strong></p>
<p><span style="line-height: 1.5em;">4. </span><strong style="line-height: 1.5em;"><a href="http://www.adexchanger.com/publishers/upworthy-sees-early-success-with-its-socially-conscious-native-content/">Upworthy says native content running on its site is doing better than editorial content.</a> </strong>Content from sponsors got 3.5 times more views and three times as many shares on social media according to Ad Exchanger.  </p>
<p>5. <strong><a href="http://www.thedrum.com/news/2014/08/01/infographic-36-video-ads-are-not-viewable-worldwide-and-it-takes-just-6-seconds">Ebuzzing found that nearly one third of video ads, 36%, cannot be viewed worldwide.</a> </strong>The CEO of Ebuzzing says half of ads bought from publishers are not viewable and 60% of ads bought programmatically are not viewable, meaning that at least half of the video player is visible to the viewer for more than two seconds. </p>
<p>6. <a href="http://www.mediapost.com/publications/article/231182/kantar-media-launches-srds-programmatic-offering.html"><strong>Kantar Media, part of WPP, launched a programmatic planning and buying feature.</strong></a></p>
<p>7. <strong><a href="http://www.adexchanger.com/investment/expedia-flies-after-q2-pushed-by-ad-driven-tailwinds/">Expedia's ad revenue grew 54% this quarter, up to $123 million.</a> </strong> </p>
<p>8. <strong><a href="http://www.mediapost.com/publications/article/231199/rockyou-raises-10m-will-invest-in-programmatic-v.html?edition=74929">RockYou, an in-game ad provider, raised $10 million from FastPay.</a><a href="http://www.adexchanger.com/investment/rockyou-raises-new-funding-to-the-tune-of-10-million/"></a></strong><span> The company plans to use the funds to buy mobile and online games to add to its ad inventory.</span><a href="http://blogs.wsj.com/cmo/2014/07/31/most-major-us-publishers-now-sell-ads-programmatically/"><strong><br /></strong></a></p>
<p>9. <a href="http://www.thedrum.com/news/2014/08/01/fx-networks-hands-media-account-zenith-optimedia"><strong>Zenith Optimedia will now handle media accounts for FX Networks including FX, FXX, FXM, and FXNOW, according to The Drum.</strong></a></p>
<p>10.<strong> <a href="http://mashable.com/2014/07/31/google-ratings-shopping/">Google will add a new customer reviews feature to searches.</a> </strong>Mashable reports Google will now run these reviews when a user searches for something deemed to be a product, like toaster or vacuum. </p>

10 Things In Advertising You Need To Know Today

<p>Stop what you are doing right now and click through to Digiday, which has assembled a strikingly thorough archive of <a href="http://www.digiday.com/etc/industry-execs-then-and-now/">photos of prominent adtech executives from when they were in high school and college</a>.</p>
<p>The results, as you might imagine, are both delightful and horrifying. Among those present are Terence Kawaja, CEO of Luma Partners; James Kiernan, managing director at Zenith Optimedia; and Rei Inamoto, chief creative officer at AKQA.</p>
<p>But the top prize goes to Rick Webb, the revenue/marketing consultant at <keyword id="279713" type="COMPANY" weightage="60" keywordseo="Tumblr">Tumblr</keyword> and co-founder of The Barbarian Group.</p>
<p>Webb was a goth, he tells Digiday:</p>
<p style="padding-left: 30px;">Why, oh why did the word “emo” not exist yet? I bought a Dead Can Dance record and told my mother I never needed to buy another record again. She LOL’d. Stephin Merrit once said, “I could dress in black and read Camus. Smoke clove cigarettes and drink vermouth like I was 17.” HOW DID HE KNOW?</p>
<p>Youngsters! Learn all you need to know about Dead Can Dance <a href="http://en.wikipedia.org/wiki/Dead_Can_Dance">here</a>.</p>

Here's An Awesome Photo Of Tumblr's Rick Webb When He Was A Teenage Goth

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>REUTERS/Brendan McDermid</span></p><p class="caption">Sir Martin Sorrell, chief executive of WPP.</p></div><p></p></div></div>Sir Martin Sorrell, CEO of the world's biggest <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> holding group by revenues, WPP, thinks rival company Publicis Groupe's recent big restructuring was to distract attention from the company's other "issues."</p><p>Speaking to Business Insider at the World Economic Forum's Annual Meeting in Davos, Sorrell said the restructure had some "fundamental flaws."</p><p>In December, <a href="http://www.businesswire.com/news/home/20151202006421/en/Publicis-Groupe-Announces-Important-Nominations-Transformation-Plan">Publicis Groupe restructured into four "solutions hubs"</a> - Publicis Communications (comprising its creative businesses, including agencies such as Saatchi &amp; Saatchi and Leo Burnett,) Publicis Media (comprising media agencies such as Zenith Optimedia and Starcom Mediavest,) Publicis Sapient (which will include businesses including Sapient Consulting, DigitasLBi, and Sapient Nitro,) and Publicis Healthcare. The company has promoted four of its agency heads to lead the four new hubs.</p><p>There are also some other big changes including promoting Starcom Mediavest chief Laura Desmond to become the group's chief revenue officer - who will look after a group of chief client officers, led for each individual client, as well as heading up a US committee to represent all the solutions the agency holding group offers in the territory (other geographical committees will follow.) Meanwhile, the company has also created a new Publicis ONE division, responsible for the countries which "don't get the attention they rightfully deserve," owing to the fact that the company generates more than 90% of its revenue from 20 countries.</p><p>Sorrell has no complimentary words to say about the restructure - he told us it's a "pale imitation" of what others are doing, particularly WPP.</p><p>First up, he thinks the idea of a service company having a "chief revenue officer" role won't sit comfortably with clients.</p><p>"You don't call it a chief revenue officer, you call it, at best, a chief client officer. Can you imagine when a chief revenue officer comes through the door [clients will see it as asking for money,]" Sorrell said.</p><p>Sorrell also questions the idea of elevating its agency heads above others within the France-based group.</p><p>"If I elevated one of our creative heads above the other three, and that creative head was still responsible for one of the creative agencies, I would have a French Revolution," Sorrell said. "I think Publicis is having a French Revolution. But you can't do that. Arthur Sadoun [<a href="http://www.businesswire.com/news/home/20151202006421/en/Publicis-Groupe-Announces-Important-Nominations-Transformation-Plan">CEO of Publicis Worldwide and now head of Publicis Communications</a>] - what are the people at Saatchis and Leo Burnett going to think?"</p><h2>"Someone should roll out the tumbrels"</h2><p>Sorrell then referenced a metaphor for the two-wheeled carts famous for transporting prisoners to the guillotine during the French Revolution: "Someone should roll out the tumbrels. BBH, what do they feel about being run [by Sadoun,] when a piece of business comes in, which Publicis agency does he give it to? The same thing applies to Steve King [former ZenithOptimedia CEO, now chief of Publicis Media]: is he still running Zenith? Is he reporting to Laura Desmond? And the country management think they're going to have a committee."</p><p>"If you set up a committee, you're going to get camels," he added.</p><p>Ultimately, Sorrell believes the restructure was executed to divert attention from "other issues."</p><p>When pressed on which issues he was referring to, Sorrell said: "I'll leave you to speculate what I mean. It's a nice diversionary tactic, just like POG was."</p><p>"POG" refers to the nickname given to the <a href="http://www.businessinsider.com/omnicom-and-publicis-groupe-call-off-merger-2014-5?IR=T">failed $35 billion merger between Publicis Groupe</a> and the US-based advertising holding company Omnicom.</p><h2>Publicis Groupe boss Maurice Lévy: "Martin Sorrell comments on Publicis? Again and again? Phew"</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Publicis Groupe</span></p><p class="caption">Publicis Groupe CEO Maurice Lévy.</p></div><p></p></div></div></p><p>Business Insider contacted Publicis Groupe for comment on Sorrell's criticism of the restructure.</p><p>Publicis Groupe chief executive Maurice Lévy responded via email: "Martin Sorrell comments on Publicis? Again and again? Phew....."</p><p>Speaking to Business Insider in Davos, ahead of our interview with Sorrell, Lévy said of the restructure: "I feel personally extremely confident we are putting together an organization that no other holding company has. It will benefit clients and us. At the end of the day we will grow faster as our grow our clients' businesses faster."</p><p>Sorrell and Lévy have long been very public sparring partners. Sorrell has previously described Lévy as the <a href="http://www.thedrum.com/news/2014/10/15/publicis-groupe-boss-maurice-levy-freddy-krueger-advertising-states-sir-martin">"Freddy Krueger of advertising,"</a> for example, while Lévy emailed us last year to say Sorrell is <a href="http://www.businessinsider.com/publicis-ceo-maurice-levy-on-sir-martin-sorrell-2014-11">"often acting like a toddler arguing who's got the best Halloween costume."</a></p><p><a href="http://uk.businessinsider.com/publicis-q3-earnings-clients-cutting-campaigns-2015-10?r=US&amp;IR=T">In its most recent quarterly earnings</a>, Publicis Groupe cut its full-year forecast after posting organic growth below the company's expectations set out in the previous quarter. On the company's earnings call, Lévy - who is set to retire next year - said the "disappointing" results were in part due to a number of clients either canceling or postponing their campaigns in the quarter.</p><p>Earlier this month, <a href="Advertising company Publicis Groupe is launching a fund that will invest tens of millions of dollars in 90 startups">Publicis Groupe launched a fund that aims to invest in 90 startups</a>, to celebrate its 90th anniversary.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/reasons-men-cheat-research-adultery-gary-neuman-2016-1">Research reveals why men cheat - and it's not what you think</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="9vdnlycjo8Di2vj5XaYNQCb3Cc2NYbee" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

The boss of the world's biggest advertising company says rival Publicis is 'having a French Revolution'

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Jack Myers, chairman of marketing intelligence firm MyersBizNet, thinks that this year we will see "the beginning of a long-term trend of marketers returning to legacy media," including TV and radio.<p>Myers said in a press release that he expects legacy broadcast network TV <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> to increase by 4.2% in the next year. This is very surprising given the many reports suggesting TV is a medium on the decline:</p><p>Digital ad spending is expected to overtake spend on TV as soon as 2017. TV ad sales are predicted to drop globally for the first time ever outside a recession this year, <a href="http://www.nytimes.com/2015/12/07/business/media/digital-ad-spending-expected-to-soon-surpass-tv.html">according to a forecast from advertising agency network Interpublic Group's Magna Global</a>. Publicis Groupe's Zenith Optimedia <a href="http://www.nytimes.com/2015/12/07/business/media/digital-ad-spending-expected-to-soon-surpass-tv.html">expects digital ad spend to surpass TV spend in 2018.</a></p><p>So why does Myers think advertisers are actually coming back to TV? We emailed Myers after he aired his prediction on analyst firm Nomura's conference call on 2016 TV ad trends data.</p><p>He gave four reasons:</p><ol><li><strong style="line-height: 1.5em;">Digital advertising budgets are being more narrowly focused on specific companies.</strong><span style="line-height: 1.5em;"> "Marketers are consolidating their digital budgets into fewer platforms where they can have a major presence - with their primary focus Facebook and Google."</span></li><li><strong style="line-height: 1.5em;">Broadcast TV networks are now generating good revenue from on-demand platforms.</strong><span style="line-height: 1.5em;"> "Legacy media, especially broadcast network television, have done an excellent job of implementing advertising opportunities within their on-demand platforms and capturing a growing share of digital video budgets. This includes Hulu and the full episode players."</span></li><li><strong style="line-height: 1.5em;">Businesses have seen a decrease in the amount of revenue generated from ad campaigns recently, so they are returning to older forms of advertising.</strong><span style="line-height: 1.5em;"> "There is a <a href="http://www.mediapost.com/publications/article/157213/tvs-reach-and-frequency-problem.html">growing body of evidence</a> ... that the target audience, reach, and awareness of ad campaigns has declined over the past decade, and that this decline has impacted on the ROI [return on investment] value of advertising. Their analyses point to the best solution being a reinvestment in television first, followed by out-of-home, radio and to a lesser extent print."</span></li><li><strong style="line-height: 1.5em;">Old media companies are getting more innovative with their ad products.</strong><span style="line-height: 1.5em;"> "Legacy media are investing in marketing solutions, research, branded content, and technology innovation that provides marketers and agencies with their requisite 'shiny new objects.'"</span></li></ol><p><a href="http://www.techinsider.io/tv-ratings-decline-2015-9">Despite a decline in linear TV viewership</a> (watching TV live, as it is scheduled,) TV is still by far the most popular leisure activity in the US. This chart from FiveThirtyEight, using data from the U.S. Bureau of Labor Statistics, demonstrates that "TV Exceeds All Other Leisure Activities Combined."</p><p><div></div></p><p class="embed-spacer">Meanwhile, NBC's head of research Alan Wurtzel said last week that traditional TV <a href="http://uk.businessinsider.com/nbc-exec-says-watching-tv-linearly-is-the-way-god-intended-and-takes-shots-at-netflix-and-youtube-2016-1?r=US&amp;IR=T">has nothing to fear from the likes of Netflix and YouTube</a>. He called YouTube a "sidebar" because people between the ages of 18-to-24-years-old spend just 12 hours a week watching videos on the online platform compared to 62 hours on TV (he didn't cite a source for the stat.)</p><p class="embed-spacer">He also highlighted data from <a href="http://www.adweek.com/news/television/why-nbc-says-netflix-does-not-yet-pose-consistent-threat-broadcasters-168985">analyst company Symphony Advanced Media</a> that suggested Netflix audiences soon go back to watching linear TV the first week after a big Netflix premiere breaks.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/navy-seal-david-goggins-jesse-itzler-reserve-tank-limits-push-yourself-2016-1">What this Navy SEAL's '40% rule' can teach you about success</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="pjdWkwMDE6J64sLZRChyWV-sjofU0ZgN" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

4 reasons why ad budgets may do a U-turn back to TV networks

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Google, Yahoo and Bing were among 22 search sites told by US federal regulators last year that they need to start marking out ads more prominently in search results to protect consumers from unwittingly clicking on paid-for links. The companies have responded by doing - well, very little.</p>
<p>Paid-for search links generally appear to the right-hand-side and at the top of a search results page. They are usually headed with the words "ad" or "sponsored" and can appear in shaded boxes or below a border. But recently many of those borders have gone away and the labeling has become more inconsistent, <a href="http://www.benedelman.org/adlabeling/google-colors-oct2014.html">according to a new study by Ben Edelman</a>, an online marketing consultant who has previously <a href="http://www.businessinsider.com/brian-dunning-ebay-and-affiliate-marketing-fraud-2014-8">worked to root out corruption at eBay</a>. Now, disclosure text has become very small, and the shading very subtle, meaning users often don't realize they are clicking through to ads rather than the most relevant result for their query.</p>
<p>There is also the added complication of specialized search results, <a href="https://www.google.com/shopping">such as Google's Shopping section</a>, where brands pay for Product Listing Ads that showcase images and the prices of a product.</p>
<p>A report in the <a href="http://online.wsj.com/articles/ads-tied-to-web-searches-criticized-as-deceptive-1413226602">Wall Street Journa</a>l also details how Google earlier this year even stopped placing colored shading around its search ads, leaving just a small yellow "Ad" label next to paid links, which makes it even harder for users to distinguish ads from natural results. </p>
<h3>A Google search results page in 2010:</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div></p>
<h3>A Google search results page today:</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div></p>
<h3>A Bing search results page today</h3>
<h3><div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div></h3>
<h3>A Yahoo search results page today:</h3>
<p> <div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div></p>
<p>One consumer advocacy group, <a href="http://online.wsj.com/articles/ads-tied-to-web-searches-criticized-as-deceptive-1413226602">Public Citizen, told the WSJ "consumers are being tricked."</a></p>
<p>The result of the apparent non-action from search companies is that consumers are unknowingly clicking on ads, which is generating more money Google, Bing, Yahoo <em>et al.</em>, the group said.</p>
<p><span style="line-height: 1.5em;">Search <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> is big business. It accounts for the bulk of internet advertising spend, and is projected to reach $55 billion in revenue worldwide this year, according to researchers at media agency Zenith Optimedia.</span></p>
<p>In June last year the <a href="http://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-consumer-protection-staff-updates-agencys-guidance-search-engine-industryon-need-distinguish/130625searchenginegeneralletter.pdf">US Federal Trade Commission (FTC)'s associate director for advertising practices wrote to 22 search sites</a> warning them that they are failing to comply with the guidelines it set out in 2002. The FTC's associate director of advertising practices Mary Engle wrote in the letter that there had actually been a "decline in compliance."</p>
<p>Those guidelines state that search ads should be labeled "explicitly and unambiguously" and that they should be marked out with "prominent shading" or a border. Labeling should also be consistent, meaning Google and Yahoo are breaching the guidelines by flipping between "Sponsored" and "Ad" labels, for example.</p>
<p>The FTC was contacted by Business Insider for comment about whether it may take further action against the non-compliant search companies; this article will be updated when that is received.</p>
<p>Business Insider has also contacted Google, Bing and Yahoo to ask whether they plan to make changes to the way ads in search results appear to make it clearer to consumers that these links have been paid for by advertisers. </p>

Study Says Google, Yahoo And Bing Are Running 'Deceptive' Ads - And Regulators Are Doing Nothing To Stop It

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Facebook, Twitter, Google, Yahoo, Microsoft, AOL and five other big names in digital media in the UK are rallying together next week as they bid to steal share of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> dollars from TV broadcasters - by replicating the same tactic TV broadcasters use to sign huge "upfront" deals with advertisers.</p>
<p>They're hoping to shift tens of millions in spending their way.</p>
<p>Next week the UK will host its first "Digital Upfronts", a week-long event where digital media owners will tout their wares to advertisers and agencies in the hope of signing major deals. There will be 11 presentations in total, some glitzy parties and celebrity appearances as the digital titans battle it out to woo advertising executives away from traditional media <a href="http://www.iabuk.net/events/digital-upfronts">(you can find the full calendar and all the companies appearing here)</a>. </p>
<p>The idea is taken from the US in 1962, when TV network ABC began premiering all its most attractive programming in one week in the Fall but sold advertising for those shows in the Spring - hence "upfront."</p>
<p>The advantage of the Upfront, for media sellers, is to create a short, quick window for ad sales in which advertisers will feel forced to lock in the best deals they can. In general, <a href="http://www.businessinsider.com/inside-the-madness-of-tv-upfronts-2013-5">the system has kept prices for TV advertising high</a> (even though advertisers feel they're locking in discounts because they're buying in bulk).</p>
<p>The vast majority of TV advertising across the world is now sold in this way: far ahead of time and accompanied by Upfronts events held by the broadcasters to showcase their programming and ad opportunities for the forthcoming seasons. But digital media tends to be bought much closer to when it actually appears, and it can often be a bit of an afterthought in the campaign planning process.<div class="KonaFilter image-container display-table float_left"><div><div class="image on-image"></div><p></p></div></div></p>
<p>The digital media industry wants to change that and hopes the Upfronts tactic will gloss up their display and online video ads as more premium offerings akin to TV so they can book in more revenue ahead of time.</p>
<p>One source from one of the big digital media companies involved with the Upfronts next week told Business Insider they expect "tens of millions of pounds" worth of deals to be struck over the course of the five days.</p>
<p>Other companies involved have told Business Insider the first year of Digital Upfronts in the UK will be less about immediate upfront commitments being signed, but more about showcasing what is on offer to raise understanding among advertisers.</p>
<p>But they do say that will change over time. In the US, where digital "NewFronts" have been running for seven years, major deals are now announced at each annual event. It just takes time for advertising buyers to change their habits.</p>
<p>It may take longer for that muscle memory to grow in the UK. <a href="http://digiday.com/agencies/marketers-digital-upfronts-tell-us-something-dont-know/">As digital marketing website Digiday explains</a>, the event this year is dominated by US technology platforms, which reduces the likelihood of new content or product announcements for the UK audience. </p>
<p>We don't know know the exact cause-and-effect relationship between the US NewFronts event and digital advertising deals and it's difficult to estimate just how much business the UK event will pull in.</p>
<p>But what we do know is that the digital advertising pot is growing and, <a href="http://www.businessinsider.com/omnicom-tells-advertisers-to-shift-tv-spend-to-online-video-2014-10">as Omnicom Media Group admitted the other day when it revealed it is telling clients to shift as much as 25% of their TV budgets to online video</a>, at least some of that growth is to the detriment of TV. </p>
<p>The digital media industry is now hoping to take TV on at its own game to in the hope of stealing even more of that advertising share.</p>
<p>That said, digital still has a long way to go. TV had a 40.2% of the $532 billion global advertising market in 2013 while internet advertising had a 20.6% share, <a href="http://www.ft.com/cms/s/0/c02669da-5ec3-11e3-8621-00144feabdc0.html">according to a report from Publicis Groupe's Zenith Optimedia</a>. </p>

Facebook, Twitter And Google Are Banding Together To Steal Ad Money From Broadcast TV

<p><div class="image-container float_right click-to-enlarge" style="width:363px"><div class="image"><a title_source="Flickr/Crunchies2009" title_caption="Facebook CEO Mark Zuckerberg" class="zoomin" href="http://static6.businessinsider.com/image/50ec4223ecad044752000001-960/mark-zuckerberg-29.jpg"><span class="click-to-enlarge-icon" title="Click to enlarge"></span></a></div><p class="source"><a href="http://www.flickr.com/photos/crunchies2009/4258731642/">Flickr/Crunchies2009</a></p><p class="caption"><keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword> CEO Mark Zuckerberg</p></div>Facebook's refusal to get on board with industry-wide privacy standards could start to cost it ad dollars, according to Ad Age.</p>
<p>The <a href="http://adage.com/article/digital/facebook-ad-network-face-privacy-hurdle-ad-agencies/239003/">social network is not a member of the Digital Advertising Alliance</a>, which sets an ad industry standard for privacy across the web.</p>
<p>Business Insider noted earlier that even though <a href="http://adage.com/article/digital/facebook-ad-network-face-privacy-hurdle-ad-agencies/239003/">Facebook is a board member of the Interactive Advertising Bureau</a>, it doesn't follow some of that body's rules and standards, either.</p>
<p>Facebook has been adding about $200 million per quarter in new ad sales, so it doesn't appear that lack of compliance is hampering its business. But even so, buyers would prefer that Facebook get with the program. That program includes using <a href="http://www.youradchoices.com/">the Ad Choices icon</a> in the corner of display ads, which users can click on to find out how they're being tracked, and to turn off that tracking if they want.</p>
<p>The problem is that large advertisers like to see industry standards written into their <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> contracts. They will generally avoid non-standard, or non-compliant media, because of the perceived increased risk. Although Facebook offers users plenty of privacy options, it does so in a way that's different from the legal boilerplate many advertisers prefer to use -- and that may disqualify it from some large advertiser budgets.</p>
<p>Here's what advertisers told Ad Age about Facebook:</p>
<ul>
<li><strong>Christian Juhl, president of Razorfish West:</strong> "Rolling out full scale, you're going to want to look at it differently. ... Overall [Facebook needs] to be leading from the front, and right now I don't think there's good evidence that that's happening."</li>
<li><strong>One rep at a large media agency:</strong> "Our brands would have a great deal more confidence in Facebook advertising ... We would feel comfortable if they would use this icon. ...That's what we're encouraging them strongly to do."</li>
<li><strong>Another media agency source:  </strong>"I frankly don't think Facebook has an appreciation for privacy in the space. ... It just isn't their first or second line of thinking ... they want to stay flexible in product creation and do not want any outside influence to hamper their efforts."</li>
</ul>
<p>These are the kind of statements that you absolutely do NOT want to hear if you are in the business of ad sales. The stakes are high because the ad industry believes its voluntary compliance keeps FTC regulation at bay. Or worse, new rules from Congress such as the ones being <a href="http://www.forbes.com/sites/kashmirhill/2012/12/14/franken-location-privacy/">proposed by Sen. Al Franken for mobile apps</a>.</p>
<p>Historically, Facebook has generally regarded itself as different and separate from the rest of the web. It runs its own native format ads, publishes its own rules and its users must sign in to see any ads running on their pages.</p>
<p>But that hasn't stopped buyers from complaining publicly -- something advertisers rarely do unless they're really concerned (the business prefers not to make headlines). Grace Liau is a senior VP for Vivaki, one of the biggest web ad buyers on the planet. Her business buys for <span class="directory_entry">Digitas</span>, <span class="directory_entry">Razorfish</span>, Starcom MediaVest and Zenith Optimedia. She told Ad Age it can take up to <a href="http://adage.com/article/digital/amazon-s-facebook-s-ad-privacy-practices-irk-ad-agencies/238946/">20 hours of extra work to verify compliance on Facebook and Amazon's non-standard media</a>. "We need the publishers to adopt the industry standard ... We cannot have everyone embrace it in their own flavor."</p>

Advertisers Are Complaining That Facebook Doesn't Follow Privacy Standards

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Tony Feder/Getty Images</span></p><p class="caption">A big face palm moment.</p></div><p></p></div></div><em>Shann Biglione is head of strategy at media agency Zenith Optimedia China.</em></p><p>The digital <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> industry made a big mistake 20 years ago. And it's not the banner ad format.</p><p>For all the criticism online advertising formats receive (often justifiably, I don't agree that banners are inherently wrong and led us astray. The heart of the problem is not the formats we've used, but the way we've measured and tracked them. And it hurts a lot more people than just advertisers.</p><p>In 1994, it made sense to track impressions and clicks. The industry was still discovering its potential and basically structured its advertising model around the way HTML sites were built. Fast forward 20 years later, very little has changed, and our lack of progress and foresight is already biting us in the a--.</p><p>What we refused to see coming is that users would, as they often do, overwhelmingly prefer free content paid for quasi exclusively by advertising. We can complain all we want about advertising, the reality is that very few of us ever want to pay for the content we consume. The implications are dramatic because ultimately, following standard business course, we shaped content around the way it was monetized.</p><p>And in a world where advertising is tracked through page impressions and clicks, what happens? Content that generates a quick view generates similar returns to content that actually captures readers' attention.</p><h2>The ad industry created the "Platinum VIP" invitation for clickbait and a system that "rewards crap"</h2><p>Content producers are therefore incentivized to create as many pages as possible, regardless of how long you stay on these. This is a Platinum VIP invitation for click baits, cumbersome page loads, and all sorts of tricks to make sure users view as many pages as humanely possible.</p><p>Adding insult to injury, clicks as a measure of success rewarded the worst kind of intrusions, unraveling an onslaught of annoyances that consumers cannot try to block fast enough. It promotes intrusive formats, it favors sneaky loading tricks, and it fosters creative that will not give up until you've clicked that bloody mouse. We have produced a click obsessed monster so ugly that even the people who work in advertising cannot stand its stench.</p><p>In simple terms, we created a system that rewards crap.</p><p>It is not a system where the publishers win, because it leads them to think about the bait more than the content. Worse even, it sets up the good guys for failure. It is not a system where the users win, because it takes them into a vicious cycle where the quality of what we have access to can only go down, and our browsing experience worsen. And it is definitely not a system where the advertisers win: page impressions and clicks are only an illusion of value. Impressions are neither a measure of reach or a genuine opportunity to see, while clicks are not a measure of engagement - or even traffic.</p><p>The impressions/click dementia is a plot so evil that I honestly think we could not have come up with it consciously if we'd purposefully tried.</p><h2>There might be a solution</h2><p>So what's the solution? (I can hear the snarky "don't bother" of the advertising-is-dead camp over there). It's not easy, and we all have a role to play - publishers, advertisers and agencies. But there are basics we can all look at:</p><p><strong>A 0.4 seconds impression should not be charged the same as a 15 seconds impression.</strong> As long as we do not fix that problem, we won't be able to provide real value to both the publisher and the advertiser. This means that we need to sell (and buy) the time an impression is made. I know that it's a lot easier for pre-roll (which is partly why pre-roll works much better to driver awareness), but we cannot only advertise on video if we want to have a healthy online ecosystem. This causes some real technical headaches but if we can send men on the Moon with the fraction of the processing power of an iPhone, I'm pretty sure we can figure something out.</p><p><strong>Viewability should become a requirement.</strong> Time spent only has value if it is in sight of someone. We cannot stay healthy when only 1 in 4 impressions offers a real opportunity to see. And 50% viewability only? Please ...</p><p><strong>We need to move away from clicks and shift to visits and time spent.</strong> If we want to measure engagement, then we might as well really measure it since it's fairly straightforward. A click on a banner tells you too little, and can often be the result of a mistake, if not a fraud. A visit and the subsequent time spent is a much better way to evaluate the effectiveness of your advertising. It also helps us promote the right media format as it naturally filters out those with high bounce rates (like our cherished pop ups). When you optimize for visits and time spent, you naturally make sure you focus on formats that don't p--- people off.</p><p><strong>Then you have option 4, which is going native only</strong>. As much as I think there is a lot of value in native advertising, there are also three flaws that make me weary of relying too much on these formats:</p><ol><li>Native ads mostly favor big publishers. Who will have the time to work on native formats outside of the big 10? The beauty of standardized ad formats is that it is a lot easier to scale beyond the big guys. It is inherently more democratic and fair, and will promote diversity.</li><li>Native ads can be deceiving. As consumers get used to it we'll simply get into a new cycle of blindness, meaning we'll probably go even more "native", and we'll just end up with advertising parading as content everywhere (it's already the case in some places). Hate banners all you want, but at least they're honest about the fact they're trying to sell you something.</li><li>Native ads can negatively impact creativity as they will make us focus on the channel, not the ideas. The game quickly becomes about optimizing the native response, which is not always related to the response we need from our advertising (remember Facebook like ads?).</li></ol><p>There are many things we need to fix, including the tracking and tagging systems that not only scare consumers but also drag their browsing experience (and justify the use of ad blockers). But in my opinion our biggest mistake has been our incapacity to adapt the way we track, and therefore reward, the sale of advertising formats.</p><p>It has devalued online advertising itself and has had a terribly pernicious effect on the publishing landscape. We need to reward those who make their readers and viewers stay, not those who make them click and flick.</p><p>It is becoming increasingly accepted and popular to claim we need less, but better advertising. Probably, but this will remain impossible to achieve as long as we keep measuring them with two decade old, failed metrics. Although they can be technically challenging, measures such as timed (viewable) impressions, generated visits and time spent as standard will be a requirement if we are to build a sustainable advertising ecosystem.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/buzzfeeds-you-do-you-video-series-beat-kardashians-2015-12">BuzzFeed's newest video series is more popular than the Kardashians - here's how they did it</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Q0MmpleTovg1rXJSEIcA9GxD9I_0cnwA" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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