Know your WTF from your NSFW

  • The short story of a brief dictionary of digital terms and how to get your free copy

We’ve all been there.  The moment when the conversation veers to some phrase or cluster of letters that everyone else except you seems to understand.  Depending on your audience, do you laugh and nod as if you know what they are talking about, swiftly change the subject, or surreptitiously tap the words into a search engine when no-one is looking?

You probably know YOLO and eventually realised that LOL was laugh out loud and not lots of love (which it used to be!), maybe you know NIMBY, BAE or IMHO, but what about LA, KYC, ICYMI or IO?  It’s impossible to know everything, but with more and more acronyms in common usage at work, are you keeping up or even keeping pace?  Maybe you deal with it by going AWOL, throwing shade or ROLF.

Indeed, you may not realise that some words are acronyms at all, so completely they have been swallowed by the English language, such as SCUBA (Self Contained Underwater Breathing Apparatus), TASER (Thomas A. Swifts Electric Rifle), RADAR (Radio Detection and Ranging), IMAX (Image Maximum) or SWAT (Special Weapons And Tactics).  Some acronyms such has TAG have up to as many as 129 different meanings.

Industrialisation of the military in the 1940’s was a major driver of acronyms into the English vocabulary – largely because of new technologies and complicated names, but abbreviations have moved apace since then.  People want to communicate and be understood with the minimum of effort and we do this by fitting as much text as possible into as small a space as possible, by pressing the least number of buttons that we can. One emoji now paints a picture and the urban dictionary is constantly evolving.

These days, you need to know your IRL from your HTML, but if you don’t, integrated communications agency McConkey Associates can help you out with that. They have put together a brief dictionary of digital terms to shine a light for those of us who need a bit of enlightening, so are you literate in contemporary shorthand?

If you aren’t sure about your MFA, CSS, API, DSP or SSP, get a free copy of ‘Know Your WTF from Your NSFW: A brief dictionary of digital terms’ from McConkey Associates by contacting info@mcconkey.media. Please state whether you’d like a soft or hard copy and include your name, email and postal address.

Mary Meeker’s 2018 Review

The 2018 version of the hotly awaited annual Internet and New Technologies report from Mary Meeker has been published.

Here are a few charts as they relate to Advertising and Ad Tech.

Mobile adspend will and is catching up:

 

 

Mobile (Smart phones, Tablets, iPads) is growing dramatically reflecting the advances in 3 & 4G Technology coupled with larger screen sizes delivering a better user experience. Desktop is holding its own.

 

FANGS appear to be responding to Advertisers demands for more accountability and transparency.

Almost half the world is connected to the Internet:

Beware your media planners bias & ensure you are getting Media neutral solutions

Radio, newspapers and magazines perform significantly better than they are perceived to for brand

building campaigns.

That’s the evidence from “Re-evaluating Media” an independent study commissioned by commercial

radio industry body Radiocentre from Ebiquity that makes an impartial and robust evaluation of the

value of online and offline media in the UK and with a similar media landscape in Ireland has

implications for your media planning here.

Re-evaluating Media shows that TV and radio are by far the strongest advertising media for brand-building

followed by newspapers, magazines and out-of-home. Yet it discovered that industry decision-makers

undervalue traditional media and tend to overrate the value of online and social which are getting a

disproportionate allocation of Advertising Budgets.

The five most important media attributes for growing a brand in the long term are:

– targeting the right people in the right place at the right time;
– increasing campaign ROI;
– triggering a positive emotional response;
– increasing brand salience;
– maximising campaign reach.

Judged against these criteria and combining evidence scores from all 12 attributes listed below firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home. Online display is the weakest performer.

With the exception of TV, advertisers and their planners undervalue traditional media, especially radio. They overrate the value of online video and paid social.

You can download the full report here 

and slides here

A video synopsis of the report can be viewed here.

Source: radiocentre.org

Social Media Company Facebook to sell ads in a business-like fashion

facebook_video_ads_infohttps://www.facebook.com/marketing

“Broadcast advertisers will now find familiar terminology when making video ad buys on Facebook.”

– Matt Idema, VP of monetization product marketing at Facebook

“For marketers, this shift makes it essential to take new creative considerations into account when designing effective video ads. While this work is ongoing, we have seen that when marketers think about the unique characteristics of mobile behavior, they are able to more effectively connect with their audience.”

Mr. Idema added that there is “no silver bullet or universal solution” for creating video ads for Facebook’s mobile platform. On Facebook’s mobile News Feed, for example, users spend on average 1.7 seconds with a piece of content versus 2.5 seconds on desktop, according to data released by the company Wednesday. Additionally, 24% of its videos were understood without sound, compared with 76% that required sound to be understood.

Facebook said marketers should consider screen size, make creative brief but direct to deliver a message, include captions, and experiment with different ideas. “We recommend marketers continue to test, learn and iterate to find the solutions that work best for their brand, keeping a few key creative principles in mind,” Mr. Idema added.