Online Advertising

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• U.S. Women and the Internet, Part 3
  Jul 01, 2009 - Earlier this year, I wrote about how U.S. women consume online ads and how they respond to those ads. Since then, many more reports about how women should be marketed to have been released. In setting about to update this series, I took a look at new data, conducted an informal focus group of my own using Twitter, and synthesized my findings here. (...)
• Mini Campaigns Can Lead to Maximum Results
  Jun 26, 2009 - One of the many benefits of paid search is that it has what we like to call “controlled flexibility.” (...)
• A MIXX of Takeaways
  Jun 25, 2009 - A couple weeks ago, I attended the Interactive Advertising Bureau's (IAB's) MIXX conference in New York, which is billed as "the official interactive conference of Advertising Week." Although I couldn't get to nearly as many sessions or talk to as many people as I would have liked, I thought it would be helpful to share a smattering of my takeaways here. (...)
• Social Advertising Industry: Present and Future
  Jun 19, 2009 - Last Monday, members of the social advertising industry gathered in New York City at the first-of-its-kind Social Ad Summit. The summit brought together social advertising solutions providers, advertisers, agencies, applications developers, and venture capitalists. The coinciding news of the Lehman Brothers collapse certainly affected the mood and the degree of optimism I'm sure event producers had hoped to generate. Nevertheless, that the event attracted a healthy-sized crowd speaks to the growing interest in the social advertising industry. Here are some relevant highlights. (...)
• Direct Branding: The Best of Both Worlds?
  Jun 19, 2009 - The painful truth about measuring the ROI of online advertising campaigns is that the process tends to be a bit (...)
• Pandora: Music and Advertising Happily Married
  Jun 17, 2009 - If you haven't yet heard of Pandora, you will. It's got Facebook-like word-of-mouth momentum behind it, but unlike some of the other hot Internet platforms (e.g., Twitter), Pandora couldn't be easier to use or understand. Pandora is free, personalized Internet radio. It allows users to create their own radio stations based on songs and artists they like while helping them discover new music. The whole system is ad-supported, so to understand the opportunities, I spoke to Cheryl Lucanegro, VP of advertising sales. (...)
• 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! (...)

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