Will The Real Agency Trading Desk Please Stand Up?
Antony Yiu | Display Advertising |       |  | Have you ever questioned your agencies for the merit of charging more for using their Trading Desks? Are you actually double paying your agencies to manage media and then paying again for the agency-acquired services of a trading desk? With the increasing popularity of using trading desks in Asia Pacific, advertisers should start examining closer to how trading desks work and whether they should consider going direct with DSPs (demand-side platforms) or not. One of the greatest starting... |
8 Simple Rules for Stronger PowerPoint Presentations
Kristin Kovner | Media Buying | |  | Let's admit it, no one likes PowerPoint. Yet as much as we have lauded the possibilities of Prezi and its ilk, the reality is that PowerPoint is still very much the lingua franca of our industry. It's what the media planner you're pitching to needs in order to slot your offering into a larger deck. It's the preferred medium for your executive team's quarterly business reviews. For both internal and external marketing efforts, PowerPoint is, quite simply, the industry standard. I... |
How Auto Brands Are Driving the Success of Online Films
Tessa Wegert | Media Buying | |  | Online films have had their fair share of press this year. Brands of all kinds are trying their hand at producing long-form video content that's too entertaining to eschew, too engaging to ignore. But there's one vertical that can claim to have, if not the most, then at least some of the best online films created thus far: automotive. What is it about films that's so appealing to auto brand marketers? It's a partnership that predates digital content, and even the modern Web. Cars... |
American Football Strengthens Video Advertising
Yuyu Chen | Video | |  | American football helped strengthen video ad performance across screens and drive total video ad opportunities by 81 percent, according to a newly released infographic by Adap.tv. Like the holiday shopping season, football provides marketers a great opportunity to engage consumers with video content that interests them. Breaking down the overall improvement in video ad inventory, smartphones saw a robust growth of 127 percent, followed by desktops (120 percent) and tablets (22 percent).... |
Google Lets Advertisers Test Nielsen Measurement Tags on YouTube Ads
Greg Jarboe | Video | |  | Google is allowing advertisers to test Nielsen's online ad measurement product when they negotiate ad buys on Google's YouTube, The Wall Street Journal (WSJ) reported. "We know our clients want meaningful measurement, which is why we're investing in brand-friendly metrics," Andrea Faville, a Google spokesperson, told ClickZ's sister publication, Search Engine Watch. "While we continue to build measurement options powered by Google, we're also partnering with industry leaders, such... |
Mercedes Engines Roar in ‘Sound With Power’ Mashups
The experience, which has a bullseye on 35-year-old men and women, invites fans to create audio mashups with the sound of a Mercedes-Benz engine and aims to trigger an emotional response.
Lisa Lacy | Strategies | Print version Own Your Audience: The Other Side of Content Marketing
In the digital world, there is no distance between you and the customer. In his new book Audience, Jeff Rohrs asks you to think about your audience as "a push-button marketplace for you, a renewable source of revenue."
Mathew Sweezey | Marketing Automation | Print version PPC Tips from Bing's Deep Dive Into Travel Verticals Ad Optimization
Bing shares PPC tips and insight for travel brands from their recent analysis of 150,000 ads running on the Yahoo Bing Network. See how to get in front of high intent travelers this holiday season with the right keyword terms.
John Gagnon | Paid Search | Print version 2 Key Concepts for Developing Content in Response to Google Hummingbird
Search trends and behaviors are changing, so should your content's focus.
Scott Kellam | SEO | Print version Target Crafts Hashtag and Pinterest-Heavy Holiday Campaign
The brand is encouraging fans to use the hashtag #MyKindofHoliday to talk about traditions and to access Pinterest content for easy party ideas.
Lisa Lacy | Strategies | Print version Ford Scores 8.76% CTR on Test of Gamified CAPTCHA Alternative
A Ford Fiesta campaign testing a new kind of site visitor verification saw above-average click-through rates (CTR) of 8.76 percent, as well as 133 hours of brand interaction.
Susan Kuchinskas | Display Advertising | Print version Referring Links: An Untapped Treasure Trove of Visitor Intent Data
Segments based on referring links often show consistency in behaviors that enable web analysts to make small updates to navigation and content which help visitors more easily accomplish their goals.
Mark Ryan | Analyzing Customer Data | Print version Google Hummingbird: Does Quantity or Quality Win the Day?
SEOs must strive for a combination of both quality and quantity, but there's always a tension between the two. Sometimes it can feel that by focusing on one it means losing ground on the other.
Crispin Sheridan | SEO | Print version Retargeting Goes Mainstream: 1 in 5 Marketers Now Have Dedicated Retargeting Budget
Two years ago, the Chango Retargeting Barometer pointed to an industry on the way up. New survey results reveal that retargeting is now flying high.
Ben Plomion | Data-Driven Marketing | Print version 5 Tips for Winning Triggered Email Product Review Campaigns
Implementing product review campaigns may be more challenging than other types of triggered messages, which you can mostly set and forget. Columnist Margaret Farmakis shares 5 tips for effective triggered email product review campaigns.
Margaret Farmakis | Email Marketing Optimization | Print version |
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