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News Summary 181209
The back end of this week saw two unusual stories emerge concerning Disney and Apple that turned heads in online advertising.The more controversial of the two was Disney’s banned breast advertising, which the Advertising Standards Authority (ASA) deemed inappropriate and forced Yahoo! to remove from their news platform.
The advert featured a young woman sporting a T-shirt which prompted users to roll her top up with their mouse to “lift my shirt to see more”. Underneath the top was a teaser trailer for Disney’s new teen comedy Adventureland.
The advert was intended for audiences over the age of 15, a fact which Yahoo! were keen to point out, but the ASA ruled that the advert would cause offence: “removing the woman’s top had no direct link to the content of the film trailer that followed and was therefore gratuitous.”
From banned advertising, to hugely successful online advertising, mobile adverts on iPhone and other smartphones are outperforming their computer equivalents according to advertising network Greystripe. The company has featured 500 mobile advertising campaigns in the last six months which have achieved excellent clickthrough rates (CTRs).
Testing showed that the same advertising used for mobiles achieved between 10 and 20 times improved CTR, with more people clicking on ads on their phones than on their desktops. Contrary to popular online opinion, Greystripe do not advocate specially tailored mobile adverts, demonstrating that a normal online ad works just as well on mobiles.
CEO Michael Chang told VentureBeat.com that: “The wall between online advertising and mobile advertising has cracked.”
Online Advertising news posted by Scott Tickner on 18 December 2009
