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Rick Erwin, President-Audience Solutions at Acxiom, looks at the future of TV advertising. Q: Will Comcast merchandising of its data actually help TV advertisers target consumers more effectively? A: While “addressable TV” advertising has grown significantly in the past few years, it is only offered by cable and satellite operators...
"Quick! Do something manly!" Did you notice how Snickers made a social commentary about how men can bear their boobs, wardrobe malfunctions notwithstanding, without a fuss? Maybe you noticed their other subtle jab at how auto workers are so poor, they can only afford just one Snickers...
You've done your homework, selected performance-based advertising (pay-per-click, pay-per-call), created your ads, and your marketing campaigns have begun. The performance marketing concept is solid, and the call-to-action is creative and inviting. With increasingly advanced performance-based advertising on your side, new customers are just a phone call away. Your...
ADOTAS - There are a large number of successful Facebook applications in terms of number of installs and monthly active users (MAU), a statistic that Facebook provides to track application engagement. Applications such as Mafia Wars or Farmville have high MAU numbers. However, successful commercial Facebook applications (called business applications...

Greenwash Backlash

ADOTAS - With the 40th Anniversary of Earth Day close in the rearview mirror, we all heard lots of companies pitching themselves as “green.” And just in time, Ogilvy & Mather have published a new guide to help with managing your brand: "From Greenwash to Great: A Practical Guide...
The big bully moves to block third party access to YouTube inventory via DoubleClick Ad Exchange, Google’s automated digital ad exchange. As of January you’ll only be able to buy YouTube ads from Google’s sales team, the software platform DoubleClick Bid Manager (a demand-side platform/DSP that allows for more...
A recent study by iProspect and JupiterResearch that looks at the influence of offline channels on online search behavior had some very interesting findings that helped confirm what I suspected - that offline media channels are having a major impact on online searches and online purchase behavior. The study...
Majority of Marketers Aren’t Targeting Multilingual Audiences. Smartling has released the results of a study that exposes the current state of multilingual marketing. The translation management software company polled more than 150 marketers at INBOUND 2015 to learn where their organizations stand in terms of targeting prospects and customers for...
ADOTAS EXCLUSIVE -- As a CMO my most important role is that of a mentor. Marketing departments seem to be perpetual training grounds for employees who have arrived from sales, services, and product development in search of a new career path: hence the importance of being a mentor. For years the...
ADOTAS EXCLUSIVE -- Since Bill Clinton went from being a pot smoking, draft dodging, womanizing governor of a small state beginning with the letter ‘A’ to becoming the 42nd president of the United States, I have been a believer in and a follower of political marketing. If you think...