ClickZ Rewind

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• Regional Publishers Must Grow Ad Dollars
  Jun 15, 2009 - Despite the innovation and lack of diverse online advertising opportunities, these Web-only entities present a challenge to media buyers: how are we to know they exist, particularly if we and our clients are located outside the region? (...)
• Online Event Advertising
  Jun 12, 2009 - We've all come to expect a massive marketing push around big sporting events like this month's Beijing Olympics. If endorsement ads or product tie-ins don't get you, the endless articles about athletes, venues, and Olympic history will. And why not? Olympic competition and glory -- and all those captivated eyeballs -- is magic elixir for advertisers. Late last year, ZenithOptimedia predicted global Internet ad sales to increase its total share of the market to 9.4 percent in 2008 (up from 8.1 percent), in part buoyed by "a so-called 'quadrennial' kick year, in which major events like the Olympics, Euro 2008 soccer tournament, and U.S. presidential elections coincide." (...)
• Keeping Track of Tracking Services
  Jun 10, 2009 - Almost every agency running online ad campaigns uses some kind of ad tracking solution, ranging from third-party ad servers like DoubleClick's DART, Microsoft's Atlas, Bluestreak, and ValueClick's Mediaplex to similar proprietary software. These solutions alone, however, can't do it all when it comes to the growing complexity of integrated online campaigns. (...)
• Agencies: To Subcontract or Partner?
  Jun 08, 2009 - Interactive agencies, it seems, still lack the respect traditional companies garner. Our firm recently learned we weren't even part of the RFP process for an existing, extremely satisfied two-year-old client because it "wanted a real, full-service agency" to take over its marketing and advertising. Ironically, the agency it finally chose actually outsources portions of its online marketing work -- to us! (...)
• A Vacation Challenge to Ad People: Unwire!
  Jun 03, 2009 - Ah, summer! The official vacation season. Recently, an advertising colleague called to my attention an article about the slow movement, which encourages people to stop being in such a hurry to accomplish more in the same amount of time. (...)
• Serving Relevant Ads to International Visitors
  Jun 01, 2009 - Here in the United States, we tend to operate more insularly. But no one would deny that the Internet brings the world closer together. Finding information about happenings and companies in other countries couldn't be easier these days. Case in point: about a third of my agency's weekly Web-generated inquiries come from international visitors, and we're not even marketing ourselves abroad. (...)
• One-Stop Shop for Lead Gen
  May 27, 2009 - If you've ever tried to build an online lead-generation component into your strategy, you know it can be pretty tedious work to source, negotiate with, and place offers with all the publishers to help you meet your campaign's objectives. A new solution, Pontiflex, hopes not only to eliminate this kind of hassle by creating an aggregated lead-generation platform but also to provide advertisers with a marketplace for a different kind of lead: a marketing lead. (...)
• The Problem With Online Media Measurement Tools
  Nov 10, 2008 - In late February 2008, Google's stock dropped 4 percent in one day after comScore released data suggesting the search giant's click-through rate on paid search ads was decelerating. comScore claimed that Google's growth rate had dropped from 37 percent in October '07 to 0.3 percent in January '08. Soon after, comScore spoke up, pointing out the drop off wasn't a sign of weakening, but instead due to Google's click quality programs. When Google released its 2008 first quarter earnings, it blew away all talk of weakening. Google reported strong click growth of 20 percent year-over-year and revenues of $5.2 billion, up 42 percent year-over-year. (...)
• Questions for U.S. Women & The Internet, Part 3
  Oct 28, 2008 - I am seeking input for Part 3 of my ClickZ series, U.S. Women & The Internet. This input would be anonymous and qualitative, not quantitative. If you have answers to all or any of the below questions to share, please email them to me directly: [email protected]. If you need to know more about who I am, please check out my bio. Feel free to introduce yourself at the same time -- I'm always interested in making helpful connections! :-) (...)
• Boomers and Beyond: Targeting the 50-Plus Audience Online
  Oct 28, 2008 - Before I begin this week's column, I'd like to bid a very fond farewell to ClickZ's long-time captain of the ship, Rebecca Lieb, a role model, mentor, and friend for many years. Rebecca, it's important I publicly wish you the very best! Speaking of moving on, there's plenty of talk these days about the aging of American's population and the impact the retiring Baby Boomer generation will have on us as a country (so long, Social Security!). (...)

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