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ADOTAS - There is nothing abstract about the concept of Agency 3.0. It’s all about strategy and performance required for an advertising agency to be competitive and productive while staying cost-effective in the rapidly changing digital environment. Its purpose is to respond to the opportunities created by the rise of...
I like to consider myself a free-wheeling first adopter, but the consultant in me prohibits me from accepting the fate of the first lemming off the cliff. It has thus taken me a wee bit longer to acclimate myself with the online shopping experience — a possible advantage...
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...
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...
ADOTAS - The Holy Grail that any marketer seeks is a simple one: Figure out where to spend advertising dollars to drive the best performance. Truth be told, for brands advertising in the online world, this is no longer just a pipe dream. Online marketers are now able to accurately...
Way back in 1999, Christopher Locke, Rick Levine, Doc Searls, and David Weinberger put together cluetrain.com (the contents of which were published as The Cluetrain Manifesto in 2001). Their list of 95 theses begins "1. Markets are conversations". The authors built a convincing argument that the...

Social Is the New Black

ADOTAS - Fashion victim, fashionista: these are words not easily applied to me. However, I have learned one valuable lesson over the years by observing an industry that’s always on the lookout for the next big thing: if you wait long enough, past trends and patterns will make a...
Get ready for an uprising! First, there’s the revolutionary ad for The Hunger Games-Part 1 Mockingjay. The entire campaign creates a user-generated rebellion that mimics the core themes from the film. Then, watch bad coaches break a few bats (and all the rules) and finally treat yourself or that...
ADOTAS - The most important discoveries to be uncovered in today’s social networks are buried, not in the data, but far beneath the online conversations that generate the buzz. The obsession with numbers that drives many marketers frequently becomes a barrier to recognizing the essential value behind social network...
ADOTAS - Email marketing and deliverability have changed dramatically as the result of ISPs, ESPs and legislation. These changes have resulted in plummeting deliverability rates for many email marketers who fail to understand the new landscape and the number one determining factor of email legitimacy: sender reputation. A good reputation...