Jim Spanfeller Considers the Future of Online Advertising
Question: What is the future of digital advertising?
Spanfeller: Ad supported content has a place on the world, has had a place on the world and will have a place and that go for a role. That will only be assailed by a two large of a movement, if you think of the pendulum between you know, direct response and branding and whatever media were talking about but if it was too far towards direct response then that’s going to be this ad supported content model will come under or to more pressure. My guess is that it’s moving like my guess… my sense is moving much quicker to DR now that has in the past as more and more folks are reacting to the down turn of the economy by being more on away focus. As that downturn hits bottom and starts to bounce up a little bit, you’ll see folks redirecting their thinking to being not just lower panel but also made in higher panel which will drive more idea about actual advertising because the other day, we think about direct response is not really advertising, direct response is taking the demand that’s already been created by advertising and more efficiently converting in the sales. The total place in the world for that and it’s been a very, very big part of marketers arsenal for sometime, we will continue to be but there’s still a need for advertisers and so I think that you know, brand advertising content supported environment will be here in the future, how much pain we go through, remains to be seen.
Question: Is behavioral or contextual targeting better for online media?
Spanfeller: I think that right now anyway, behavioral targeting works only a fraction as well as contextual targeting. So, contextual targeting is when you’ve target obviously, when you targeted an ad around… around content that makes sense for the brand or the target audience and the theory is that the end user self selects themselves to be interested in that content, ergo falls in to your behavior or interior demographic and that’s not all that radically different from you know, very vertical trade publications or vertical specialist of publications and the offline world but you know what it worked then and it works now online. Behavioral targeting as in now, opposition of that or as a counter of that hasn’t working with this as well and maybe as it gets better as the you know, as the technology and the intelligence behind it increased, will start to work as well but so far it hasn’t and one of the reasons I think that’s true as with the few exceptions, curable exceptions, either you have on one extreme and set like forbes.com which is fundamentally very, very similar in terms of its user base. All right. There’s not a great disparity in terms of the type of people that are coming to forbes.com, they have all self selected themselves to be interested in 4G in content and the other extreme of that would be hours on the ad networks where there is incredible disparity. In the middle of some place and the closure to that then not are the portals which have great disparity and probably were behavioral targeting is work for the best because they’re able to pull out of all their different sort of service areas ways to get at specific demographics. The issue with the personal ad networks is that… I mean, there’s a lot of issues but in this case the issue is that they tend to mix the metaphor. They used the BT as a way to get around, the fact that they don’t contextually targeted and so what happens as you have messages showing up and environments that aren’t appropriate for the advertisers, and the result of that is instead of enhancing the brand, it in fact this is you know, we’ve done research on this, it actually diminishes the brand and so no matter how cheap you run those ads and that’s the… yeah sort of the way that the horrors on ad networks have evolved into or devolved into if you will. You know, they’re basically an arbitage model so it’s a race to the bottom so, CPN is in hours on ad networks started out it, you know, whatever they started it out someplace that was not horrendous and are now down into pennies a thousand but regardless, no matter how cheap those ads get, they can’t make up for the compression of brand equity that the environment which have served in has created and so if that they, what happened is the marketer loses. They want of the short term because they have some sort of definable ROI and that ROI is what's driving the decrease in CPMs but they lose on the long term because no matter how great an ROI they get on a DR medium, if they lose pricing power or they lose consideration, they loses the overall business.
Question: How is Forbes planning advertising 3.0?
Spanfeller: Oh you know, big question and right now I think that we’re not that similar from a lot of people and at the most of our energy is directed to let’s just get through this downturn and you know, we’re taking steps to do that. You know, we’ve come to a point and time where we think it’s not a correct thing to integrate our offline sales team and our online sales team, I think we’re one of the last folks who actually do that. We’re doing that more as an integration of equals as opposed to integration of one being the bigger dog than the other and that’s been helpful I think will continue to be helpful. To your point though, I think there’s going to have to be changes and will be changes in how advertising expressed in both offline and online formats. Online it’s not hard to imagine that because you know, think about it, it’s when we’re 13, 14 years old maybe less, as an ad medium on the web. So the idea that we have everything right is kind of crazy and even things we know are going to forward, we still haven’t figure out fully yet and I think the state of creativity in advertising online is pretty bad. I don’t think anyone really would debate that. The ability to use video online is only just getting scratch in terms of an ad opportunity, you know, right now it’s a very much of an alleges or derivative of television and other is I think wrong with that per se but the web rely you do so much more. Right, so instead of one of the same as one small example, instead of on the same creative over and over and over again, right. So, you watch sports or you have you watched the Academy Awards, you’ll see the same commercial during the same program, I don’t know 5, 6 times. Would that be great if an advertiser knew that it is shown in that commercial to an individual, you for example, and that you’d seen it 3 times and they knew through research that that was the optimal level time to show that creative and as soon as you had seen it 3 times, they change the commercial and in fact maybe they changed he commercial to be something that was sequential to the first generation. So, now instead of just getting 15 seconds or 30 seconds to tell a quick story, they actually can spit that over several executions and get 2 or 3 minutes to tell a story. So, that’s only one, one small way of thinking about how video and advertising online can be improve and surely will be improve, as people think more about it, spend more time with it.
The CEO explores the future monetization of advertising on the web.
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Whether or not women think beards are sexy has to do with "moral disgust"
- A new study found that women perceive men with facial hair to be more attractive as well as physically and socially dominant.
- Women tend to associate more masculine faces with physical strength, social assertiveness, and formidability.
- Women who display higher levels of "moral disgust," or feelings of repugnance toward taboo behaviors, are more likely to prefer hairy faces.
Beards and perceptions of masculinity<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjU5OTg0MC9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY0NzkxMjM3N30.cH-GqNwP5GVqvstgJWAhBPn1B_lYpVEAI0I7iax7EQw/img.jpg?width=1245&coordinates=0%2C1900%2C0%2C849&height=700" id="caae6" class="rm-shortcode" data-rm-shortcode-id="cb0a355a4e8e1899789bc45f3f7aef56" data-rm-shortcode-name="rebelmouse-image" />
Photo Credit: Wikimedia<p>The study used 919 American (mostly white) women ages 18-70 who rated 30 pictures of men they were shown with various stages of facial hair growth. The photographs depicted men with faces that had been digitally altered to look more feminine or more masculine, with a beard and without a beard. The women rated the men according to perceived attractiveness for long-term and short-term relationships. The study found that the more facial hair the men had, the higher the men were rated on their attractiveness, particularly for their suitability for a long-term relationship.</p><p>Part of this might be attributed to facial masculinity — i.e. protruding brow ridge, wide cheekbones, thick jawline, and deeply set narrow eyes — which conveys information to a woman about a man's underlying health and formidability. Women tend to associate more masculine faces with physical strength and social assertiveness. It can also indicate a man with a superior immune response. The researchers suggested that their findings favoring bearded men could be due to the fact that facial hair enhances the masculine facial features on a man's face, like creating the illusion of a thicker jaw line. This could communicate direct benefits to women like resources and protection that would enhance survival among mothers and their infants. In other words, while a beard doesn't mean superior genetics in and of itself, it might be a primitive, ornamental way of saying, "Hey girl, I'm a testosterone-fueled lean, mean, pathogen fighting machine." <br></p><p>It could also be that a beard becomes its own destiny. The researchers in this study cite prior research that found that by growing a beard, men felt more masculine and had higher levels of serum testosterone, which was linked to a higher level of social dominance. They also tended to subscribe to more old-school beliefs about gender roles in their relationships with women as compared to men with clean-shaven faces.<span></span><br></p>
What does disgust have to do with beard preference?<p>Obviously, not all women dig beards. The researchers were particularly interested in what traits make a women prefer bearded men over clean-shaven faces. They looked into several factors including a woman's disgust levels on various concepts, her desire to become pregnant, and her exposure to facial hair in her personal life. </p><p>According to the study, women who were not into facial hair were turned-off by potential parasites or other critters they imagined could be in the hair or skin. Women ranking high on this "ectoparasite disgust" scale might have viewed beards as a sign of poor grooming habits. However, women who ranked higher in levels of "pathogen" did find the bearded men to be desirable, possibly because they perceived beards as a signal of good health and immune function. An intriguing discovery in the study was links to morality. Women who displayed higher levels of "moral disgust," or feelings of repugnance toward taboo behaviors, were more likely to prefer hairy faces. The authors opined that this could reflect a link between beardedness, politically conservative outlooks, and traditional views regarding performances of masculinity in heterosexual relationships.</p>
Additional findings<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjU5OTg1My9vcmlnaW4uZ2lmIiwiZXhwaXJlc19hdCI6MTYyNDI1NjUyOX0.P9B8WbmJR0q4nfzYZKbuNSA-2SAigVWJgrQE-_Gxlds/img.gif?width=980" id="49143" class="rm-shortcode" data-rm-shortcode-id="2ed3b1d6f20fc170bf2974646e565e8d" data-rm-shortcode-name="rebelmouse-image" />Giphy<p>The correlations that existed between married and single women's rating on the attractiveness of beards were not particularly clear, although the researchers noted that single and married women who wanted children tended to find beards more attractive than the women who didn't want children. They also found that women with bearded husbands found beards to be more attractive, which might indicate that social exposure to beards influences how desirable they are perceived of as being. Or it could be that men with wives who like beards grow beards.</p><p>It's important to note that culture plays a huge role in how attractive women perceive certain male characteristics as being. This study looked at a small, culturally specific group of American women, so no big, universal claims should be made about masculinity, facial hair, and male desirability to women. However, research like this is important in highlighting how human grooming decisions are driven by much more than fashion trends. Sociobiological, economic, and ecological factors all play a part in the way we choose to present ourselves.</p>
Yet 80 percent of respondents want to reduce their risk of dementia.
- A new MDVIP/Ipsos survey found that only 35 percent of Americans know the symptoms of Alzheimer's disease.
- Eighty percent of respondents said they want to reduce their risks.
- An estimated 7.1 million Americans over the age of 65 will suffer from Alzheimer's by 2025.
Credit: logika600 / Shutterstock<p>Remaining healthy requires regular screenings. Here again we see a disassociation between risk reduction and proactivity. Seventy-seven percent of respondents don't talk to their doctors about lifestyle habits that support brain health; 51 percent have never been screened for depression; 44 percent have never had a neurological exam; and 32 percent have never been screened for hearing problems. </p><p>Common early warning signs of dementia, <a href="https://news.yahoo.com/americans-worry-alzheimers-disease-survey-140644803.html" target="_blank" rel="noopener noreferrer">according to</a> Dr. Jason Karlawish, co-director of the Penn Memory Center, include repetitive questions and stories, difficulties with complex daily tasks, and trouble with orientation. </p><p>In terms of intervention, <a href="https://bigthink.com/21st-century-spirituality/does-lack-of-exercise-lead-to-dementia" target="_self">exercise</a>, <a href="https://bigthink.com/surprising-science/obesity-dementia" target="_self">diet</a>, building a <a href="https://bigthink.com/mind-brain/brain-reserve" target="_self">brain reserve</a>, and challenging your brain (such as learning a new language or musical instrument) are all proven methods for staving off the ravages of Alzheimer's. Oxytocin has also <a href="https://bigthink.com/mind-brain/alzheimers-oxytocin" target="_self">showed promise</a> in brain-addled mice, while researchers found positive results for a <a href="https://bigthink.com/mind-brain/intermittent-fasting" target="_self">group of intermittent fasters</a> in promoting neurogenesis. </p><p>Epidemiologist Bryan James says that dementia is <a href="https://www.npr.org/sections/health-shots/2013/04/15/176920391/how-exercise-and-other-activities-beat-back-dementia" target="_blank">not an inevitable result</a> of aging. </p><p style="margin-left: 20px;">"It's simply not pre-destined for all human beings. Lots of people live into their 90s and even 100s with no symptoms of dementia." </p><p>Professor of neurology at Boston University School of Medicine, Andrew Budson, <a href="https://news.yahoo.com/americans-worry-alzheimers-disease-survey-140644803.html" target="_blank" rel="noopener noreferrer">recommends</a> aerobic exercise and the Mediterranean diet. As has long been known, whole grains, fruits and vegetables, fish and shellfish, and healthy fasts like nuts and olive oil seem to have brain-boosting properties. </p><p>To learn more, take the <a href="https://www.mdvip.com/brain-health-iq-quiz" target="_blank">Brain Health IQ quiz</a>.</p><p><span></span>--</p><p><em>Stay in touch with Derek on <a href="http://www.twitter.com/derekberes" target="_blank">Twitter</a>, <a href="https://www.facebook.com/DerekBeresdotcom" target="_blank">Facebook</a> and <a href="https://derekberes.substack.com/" target="_blank" rel="noopener noreferrer">Substack</a>. His next book is</em> "<em>Hero's Dose: The Case For Psychedelics in Ritual and Therapy."</em></p>