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Depending on who's counting, local advertising in the US represents 2/3 of all advertising dollars. If you look at just newspapers and the yellow pages, much of which Internet advertising is taking over, you can see it's a major factor. When search marketing start it was very...
Behavioral targeting is not new. It is an evolution. When I first started working in online directory assistance back in 1998, the concept of behavioral targeting was being used in its most basic form. Our first client, ClassMates.com, advertised on our site because they wanted to target...
Paid search is maturing. Once strictly the domain of retailers, lead brokers, and other direct marketing advertisers, the appeal of paid search has broadened. Brand advertisers and others who cannot easily facilitate a purchase online are awakening to the value of it, and are including it in...
Another year, and another cause for celebration amongst the interactive advertising community. Besides the soaring ad revenues and proliferation into new spaces including wireless and RSS, another indication that this industry's hit its stride is by the phenomenal expansion of ad:tech. Considered by most to be the yardstick for interactive...
No, this is not 'yet another' article about product placement in video games. However, I will warn you that I am writing a multi-part article about using ARGs as product placement vehicles. More on that later. (I'm such a tease....) What initially triggered the following thoughts was a discussion that...
Repetition is the baseline paradigm for success in advertising. Attracting new clients and retaining current clients is mission critical to all who seek to prosper in our interactive world. The best approach to defeating the daily assault of new challenges is to embrace marketing's oldest golden rule — repetition,...
Marketers and agencies are constantly under pressure to innovate, to find the next and latest vehicle to disseminate brand messaging. As a result of that pressure, agencies and corporate marketing departments are generally willing to try anything once — and for good reason; one placement, in the right...
Is your budget an afterthought or a well constructed recommendation? In the scheme of traditional media, online budgets are increasing tremendously, but how much is enough? When a client asks you how much they should spend online it sometimes feels like a shady exchange with a redneck...
In yet another example of a major marketer bypassing established media outlets and utilizing broadband Internet as a means of distributing a channel direct-to-consumers, auto marketer Land Rover has launched a new broadband channel featuring original programming on sports, lifestyles and popular culture aimed at the kind of adventurous...
At this year's largest wireless convention CTIA in Las Vegas, a watershed moment occurred for mobile marketing. Carriers acknowledged the advertising revenue value and rightly so expressed their desire to find ways to make more money from it as data has become commoditized. Carriers also know that thanks to organizations...