Fearless Girl

How to get the media on board to end AVE

One of the hurdles along the road of seeing an end to the “advertising value equivalence” (AVE) measurement metric that’s decried by many in the PR and measurement communities is persuading organisations to stop using it. The issue with AVE is well summarised in a white paper published by The Institute for Public Relations in 2003, in which this succinct text appears: We urge you to move away as quickly as possible from statements of the nature, “Our news coverage

Podcasts

Is podcasting about to get its tipping point?

There’s been quite a sense of anticipation, if not excitement, among podcasters about Apple’s announcement last week on some significant enhancements the company is making this autumn to its podcast app for iPhones and other iOS devices. The big change in the app is potentially a game-changer for podcasting as it will provide podcasters with basic analytics functionality to offer evidence of listening behaviours by subscribers (where they paused in a podcast, how much of it they listened to, did

The end of AVE in PR?

If there’s one phrase guaranteed to generate debate in the PR business, it’s ‘advertising value equivalence,’ AVE for short. In simple terms, AVE looks at the volume of space an editorial article takes in a print publication, or the amount of time an editorial audio or video segment plays, and equates its value to the price you’d have paid if you had bought the equivalent-size space or time as advertising. For decades the use of AVE has been a controversial

Google Chrome

Ad blocking is about to get serious

The ongoing angst about ad blocking by online publishers and advertisers looks set to move to another level following reports that Google intends to include an ad blocking feature in the Chrome browser. The Wall Street Journal reports that the ad blocking feature would filter out certain online ad types deemed to provide bad experiences for users as they move around the web. The Journal notes: Unacceptable ad types would be those recently defined by the Coalition for Better Ads,

WhatsApp

Privacy, WhatsApp and Facebook: a matter of trust

WhatsApp has been getting a bit of stick this past week with news of changes to its terms and privacy policy that will allow the messaging service to share your usage behaviours and other data with Facebook. […] by coordinating more with Facebook, we’ll be able to do things like track basic metrics about how often people use our services and better fight spam on WhatsApp. And by connecting your phone number with Facebook’s systems, Facebook can offer better friend

celebselfie

Facial recognition – a powerful ad tool or privacy nightmare?

It may sound like science fiction but tech that identifies VIP shoppers could soon be used for customer loyalty schemes

How you communicate is as important as what you communicate

One of the foundational aspects of effective communication I’ve always believed in is to do with how you present your message to your intended audience. You may have a terrific story to tell but if you can’t attract attention to gain interest that leads to your desired action, you’ve most probably wasted your time and opportunity. It’s a lesson most communicators, marketers and advertisers learned a long time ago. It’s a lesson clearly grasped by Spanish left-wing political party Podemos

Ad blocking: reaching a tipping point for advertisers, publishers and consumers

Last week, mobile operator Three UK announced it will block advertising on its network in a trial taking place in mid June. Three’s action marks a new milestone in long-running arguments about online advertising between the online advertising industry, individual web publishers, and consumers who are the targets for much of that content. There’s growing opinion – authenticated, so to speak, by the increasing use of software to block online advertising – that a large proportion of advertising delivered primarily

Consider the human side of robots

With all the talk about how robots will take everyone’s jobs and basically bring on the Apocalypse, it’s not hard to get worried. The robots haven’t just landed in the workplace – they’re expanding skills, moving up the corporate ladder, showing awesome productivity and retention rates, and increasingly shoving aside their human counterparts. One multi-tasker bot, from Momentum Machines, can make (and flip) a gourmet hamburger in 10 seconds and could soon replace an entire McDonalds crew. A manufacturing device

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