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media_buying_planning



The CMO Statutes: Guidelines for Building a Tactically-Driven Marketing Organization

Written on
March 13th 2007
Author
Al Berrios

“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 bar [...] more...

Hong Kong Media Buying Service Opens New York Branch

Written on
March 8th 2007
Author
Editor

China New Media Advertising, an online and print media advertising buying service based out of Hong Kong, announced the opening of its New York office today. A limited liability company, CNMA is owned by IMS Companies. With access to 150 websites and 75 print business publications, CNMA will provide access to its [...] more...

The Online Radio Daze: Identifying the Media Exchange Methods for Your Online/Offline Station

Written on
January 29th 2007
Author
Dave Newmark

Depending on your perspective, the expanding roster of companies using the Internet to sell various forms of media is either blood-pumping exciting or brain-scrambling confusing. For me, there’s never been a better time to be in radio. But then, I’m not the one who has to sort through [...] more...

Media Groups Gearing Up for 2007 Mobile Marketing Boom

Written on
December 27th 2006
Author
Editor

With 2007 mere days days, MySpace and MTV Networks have been gearing up for the potential mobile marketing boom with several new offerings for its users. The content and services being offered through the two outlets include a deal between News Corp-owned MySpace and Cingular, which will allow the [...] more...

The Integration Initiative: Special Ops Media Gives Entertainment Marketing a Full-Service Facelift

Written on
December 20th 2006
Author
Kiran Aditham

While numerous verticals have recently made surprisingly successful transitions from traditional to interactive marketing—automotive and sports to name a few—it is the entertainment arena that has always remained on the cutting edge. From record labels promoting artists to a studio peddling the latest blockbuster or indie darling, the arts & [...] more...

The Convergence Conflict: Exploring Why Businesses Fail and What it Takes to Succeed

Written on
December 20th 2006
Author
Al Berrios

For a $2500 admission fee, you’d think that attendees at the recent Economist Media Convergence Conference would arrive prepared with something more innovative than ogling Google, fondling MySpace, and bragging about how much they’re spending online and how. It should come as no surprise to anyone familiar with the [...] more...

Sock it to ‘Em Socially: Explaining Furthermore Why Social Media Strengthens Campaigns

Written on
November 22nd 2006
Author
David Parmet

I often am asked by clients why they should spend money in outreach in social media, as opposed to traditional advertising or public relations. If you are putting together a well thought-out marketing plan, you should include all tools at your disposal. But since clients are often looking for ways to [...] more...

The Upfront Uproar: Why Selling Out is No Longer the Publisher’s “Best Problem”

Written on
November 20th 2006
Author
Susie Kang

I’m not ashamed to admit that I love TV. I wouldn’t necessarily call myself a couch potato, but there are certain shows that I consider “appointment TV.” Grey’s Anatomy, anyone? Maybe not as engaging as your favorite appointment TV, but interesting nonetheless, are the once-a-year TV upfronts. You know what I’m [...] more...

Content vs. Media: Debating Which Advertising Asset Constitutes the True Commodity

Written on
November 3rd 2006
Author
Al Berrios

You’re an advertiser. Your boss wants one thing from every decision you make — traffic. No other form of media buy can guarantee your boss gets traffic like buying online media, so you buy ads online. If your boss is extremely narrow-minded, you can even spend all [...] more...

Is Media Buying Harder than Selling?

Written on
October 13th 2006
Author
Robert S.K. Regular

Media buying is quickly becoming one of the most important roles at online media companies. Inventory of every type including banners, pops, search keywords and even text links are in high demand while prices are sky rocketing. The market is definitely healthy and I am encouraged to see that even [...] more...


Spotlight

Goodmail: Video-in-Email the Next GoldmineADOTAS EXCLUSIVE — Email marketing can be both effective and controversial. As a marketer, this is a great opportunity to [...] more...

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