National Geographic Takes the Top Spot

Earlier this week AdWeek reported that  National Geographic ranked number one in social media among publishers with over 6.5 million Instagram followers and over 7 million on Twitter.

National Geographic Instagram Account

The Washington D.C. based company was ranked the number one most effective publisher according to a top 10 list released by Shareablee. They earned the top spot with 46.4 million engagements on Facebook, Twitter, and Instagram for the month of July.

The summary of the top ten can be found below.  The report also highlighted the top performing publishers broken down by Entertainment, General News, and Fashion & Style.  The report can be found here.

Shareablee Social Media Publisher Ranking for July 2014

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Above the Fold? Who Cares?

When we read this article 3 Reasons Why Online Content Can Leave ‘Above the Fold’ Behind by Dianna Huff we were impressed. In the era of multiple screens and responsive designs the definition of what is above the fold changes every time a web page loads. Huff says ” And, given that we’re now a multi-screen world, the idea of keeping online content above the fold is meaningless anyway. Following are three reasons why:


Reason No. 1: It’s a relic of the print era

We could not agree more! When PACE started in 1949 and for the next half a century newspaper ads were the bread and butter of the agency.  The term “Above the fold” is a term which refers to the upper half of the newspaper; the part you see when the paper is folded with the masthead facing up.  “To capture people’s attention, and thus encourage sales, publishers placed important news and images on the front-facing part of the folded newspaper — ergo, the section that’s located, literally, above the fold.”  This term carried over to web design and was valid when most people had computer monitors that were the same size – now, there are dozen of options!


Reason No. 2:  Responsive Design has Changed Everything

Not only is the PACE website responsive but this blog is too! Responsive design changes the size of the font, images, and content to best fit the screen size.   Using the capabilities page of PACE website here are five different views you could have:

Desktop View: Taken from 24″ Mac Monitor

PACE Advertising - View from 24 Inch MOintor

Desktop View: Taken from 13″ MacBook Pro

PACE Advertising - View from 13 Inch MacBook Pro

Tablet View:  Vertical taken from iPad 2

PACE Advertising - View from Vertical iPad2Tablet View: Horizontal taken from iPad 2

PACE Advertising - View from Horizontal iPad2

Mobile View:  Taken from iPhone 5

PACE Advertising - View from iPhone5

As you can see, each view is uniquely different, but because the site is responsive, no critical information is lost – with a simple mouse movement or finger swipe the rest of the content is easily viewable.


Reason No. 3: We are awash in devices!

The five examples above are from one member of the PACE team using a few different Apple devices but there are dozens more we could have picked. The Mobile Device Report in Google Analytics will tell you how many mobile phone models alone are looking at your site and the dimensions differ for each.


Bottom Line: At this point in 2014 ATF is a thing of the past – and should should be a factor in the design of your website any longer!

The Latest in Social-Mobile Advertising

From Emily Chakurda, PACE Summer Associate:

Mobile Ad Spend vs Consumption

This afternoon I attended the Ats Mobile’s lecture on, “Social-Mobile Advertising: Is Your Advertising Where Your Customers Are?” which focused on a number of techniques companies can utilize on various social-mobile sites to better target their audiences. The webinar emphasized that mobile consumption is exploding and new companies are entering the mobile ecosphere every day.  My top seven takeaways were:

1. Mobile use share is exploding, but only 4% of ad budgets are spent on mobile advertising.

2. Geo-Fencing allows you to only advertise to users within an area defined by ZIP code, radius, or unique polygon.

3. Rich media is exploding!

4. 85% of Facebook users use mobile as their first engagement with the site, up to 11 times per day.

5. Web-based and in-app advertisements are being evolved every single day and coming together.

6. A mobilized landing page needs to be successfully executed because you don’t want anything between your customer’s click and conversion experience or you will see a drop-off.

7. Ad targeting on social networks successfully targets people, not places.

Social Mobile Advertising People not Places