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 activity, one that has been viewed as unethical by some practitioners and professional associations regarding its perceived lack of validity as a metric to measure the value of a public relations activity. You can read this argument in considerable detail […]

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Ad blocking is about to get serious

Google Chrome

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, an industry group that released a list of ad standards in March. According to those standards, ad formats such as pop-ups, auto-playing video ads with sound and “prestitial” ads with countdown timers are deemed to be “beneath a threshold of […]

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Privacy, WhatsApp and Facebook: a matter of trust

WhatsApp

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 suggestions and show you more relevant ads if you have an account with them. For example, you might see an ad from a company you already work with, rather than one from someone you’ve never heard of. There’s more to […]

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Facial recognition – a powerful ad tool or privacy nightmare?

celebselfie

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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 with the communication of their political manifesto to the voters of Spain. Podemos – which means “We can” in Spanish – created their manifesto to look like an Ikea catalogue. Quartz reports: Hoping to get the program in the hands […]

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