Richard L. Tso

Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.



Only 1.7% of Retail Products Appear on Social Commerce Properties, According to New Research by Kenshoo and DataPop

Written on
August 7th 2014
Author
  |   Richard L. Tso

We are living in a social world. New research reveals that retailers and brands are missing vast opportunities to merchandize products via social commerce platforms. The report titled Search and Social Commerce Index was conducted by predictive media company Kenshoo and semantic ad company DataPop to shed light on how retailers can better integrate social media marketing activities to drive consumer engagement. Their findings indicate a huge gap in the way ... More...

With Incentives, Nearly a Third of Consumers Would Allow Brands to Track Mobile Locations

Written on
August 6th 2014
Author
  |   Richard L. Tso

With growing privacy concerns surrounding mobile tracking, a new study released reveals that nearly a third of consumers (27%) say they are likely to allow retailers to track their mobile location in exchange for valuable coupons, shorter checkout times and sales promotions. The report conducted by ad engagement firm PunchTab surveyed more than 1,100 people and found that while privacy was the primary concern against mobile tracking followed by excessive ... More...

Multi-Screen Ad Unit by YuMe Powers Applebee’s Unified Video Campaign

Written on
August 1st 2014
Author
  |   Richard L. Tso

YuMe, a digital video brand advertising technology company has just launched Ngage, an interactive ad unit that easily embeds interactive content around video ads. One of their premier customers Applebee’s used the Ngage ad unit to promote its “Flavors of Southwest” campaign with some pretty promising results – the campaign had 65,899 impressions with a video completion rate of 79 percent, had over 48,000 engagements and yielded a 5 percent ... More...

Consumers Are Loyal to Only Five Brands According to New Study by Silverpop

Written on
July 31st 2014
Author
  |   Richard L. Tso

Coke or Pepsi? Levis or 7s? Tide or OxyClean? Take quick a look at the items around your house. Do you prefer to only purchase a particular brand of detergent, soda or jeans? If you do, you’re not alone – new research by behavioral marketing company Silverpop (an IBM company) reveals that people are extremely loyal to the brands they love most and will seek out products made from their favorite ... More...

Yahoo’s Next Move: How the Acquisition of Flurry Amps up Mobile Ad Play

Written on
July 24th 2014
Author
  |   Richard L. Tso

Just on the heels of Yahoo’s lackluster Q2 earnings call last week, Re/code broke the news that Yahoo will be acquiring mobile analytics and ad marketplace company Flurry for as much as $1 billion although actual financial details have not been disclosed. This purchase coincides with Marissa Mayer’s vision to help turn Yahoo into a “mobile-first company” as she articulated on last week on earnings call before the Flurry news ... More...

Mobile Programmatic 101: The Potential (And Challenge) of Mobile

Written on
July 22nd 2014
Author
  |   Richard L. Tso

By now, you’ve undoubtedly heard about programmatic advertising, how it doing for the ad world what the automated assembly line did for the automobile manufacturing industry. Last year when programmatic first burst on the scene, the IAB reported that approximately 20 percent of all digital advertising was sold by one machine talking to another but more recent statistics place the percentage north of 40 percent and growing. For all you old-school ... More...

Mobile Ad Spend Will Surpass Print This Year as Overall Ad Market Hits $180 Billion

Written on
July 15th 2014
Author
  |   Richard L. Tso

The mobile revolution is finally paying off for publishers and brands that have made investments in beefing up advertising on smartphones and tablets. According to a new report released by eMarketer, in 2014 the overall advertising market will increase by 5.3 percent to a staggering $180.12 billion, attributable to growth in ads for mobile and television. Not since 2004 has the U.S. ad market increased by more than 5 percent. This ... More...

Why Facebook Purchased LiveRail for over $400 Million

Written on
July 7th 2014
Author
  |   Richard L. Tso

Lest we forget, Facebook is an ad company first and foremost that earns a majority of its revenue through monetizing the content that people share with friends across its massive social network. (How else would it make money? Through Facebook Gifts? No.) So as a news and personal lifestyle aggregator of photos, videos and links, Facebook is constantly looking for new technologies and datasets to make its algorithms much more ... More...

For SMBs, a New Way to Get from Drip Emails to Custom Landing Pages

Written on
June 17th 2014
Author
  |   Richard L. Tso

ADOTAS – Direct response campaigns are one of the most critical components to capturing new leads, and yet most small businesses don’t have a way to unify the disparate technologies to drive conversions. Today the marketing mix has become extremely convoluted, from email platforms like MailChimp, Constant Contact and Marketo to landing page creation and A/B testing tools like Unbounce and Hubspot. In order to unify technologies for SMB marketers, GetResponse ... More...

Vans Warped Tour Rocks Sponsor Content, Social Media, Streaming Video

Written on
June 16th 2014
Author
  |   Richard L. Tso

ADOTAS – It’s time to make some noise: The Vans Warped Tour is back for its 20th anniversary, bringing together bands, fans and brands for a rockin’ good time. After kicking off in L.A., the tour is winding through Dallas, Albuquerque, Mesa, and Las Vegas this week before hitting several cities throughout California. Beyond being just a music festival that launches tomorrow’s hottest bands, the tour’s brand-infused business model has ... More...


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