A layman’s explanation of marketing attribution – the process by which advertisers can share credit and commissions across different channels rather than just pay on the last click – for Netimperative It’s called: Online marketing attribution – even this requires common sense
Filed under: Display advertising, Online advertising, Trends | Leave a Comment »
I performed a very brief analysis on the ad spend figures reported in the IAB’s recent H1 ’09 announcement, in which it claimed online had overtaken TV. Thinkbox – the TV industry’s trade body – had been robust in its defence, quite rightly to some degree. But my analysis shows that, when you compare the [...]
Filed under: Display advertising, Online advertising, Search, Trends | Leave a Comment »
After speaking at the IAB’s FMCG seminar, it struck me that ‘online’ continues to regard FMCG advertisers as ‘wrong’ for not committing as much to digital as other big-spending sectors. In fact, they have very good reasons for not doing so – the mission must be to help them understand the more fundamental shifts for [...]
Filed under: Display advertising, Trends, web 2.0 | Leave a Comment »
Extract: “The joy – if joy is the right word – of last night’s panel session, which I chaired for Chinwag Live on the topic of ‘Advertising woes’, was that it was a first opportunity to hear what the actual effects of our long-awaited slump have been on the digital sector so far and therefore how 2009 [...]
Filed under: Agencies, Display advertising, Events, Online advertising, Publishing, Search, Trends | Leave a Comment »
Extract: ‘Trying to view mobile [phones] as an ad channel in the first place is of course a mistake. In fact, the internet (whether web, email, IPTV, whatever) in general isn’t much cop at ‘advertising’. As a marketing channel it’s the absolute business. But, because of its on-demand nature, its real strength is in only [...]
Filed under: Display advertising, Mobile, Online advertising, Publishing, Retail, Trends | 1 Comment »
Extract: “1. Get into shape For digital, that means redundancies. No digital media owner, agency or advertiser, particularly if they have US paymasters, is likely to end the year with more staff than it started. But, it’s an opportunity for those businesses to assess the parts of their business that deliver real value. The worry is [...]
Filed under: Agencies, Digital investment, Display advertising, Online advertising, Publishing, Trends | Leave a Comment »
Rich media, for us, is not about creativity. It is best used when it comes to hitting strategic marketing objectives. That sounds like utter marketing b******s. But allow me to try to explain. The strength of a new ad for Will Smith’s latest vehicle, Hancock, is that it uses [Flashtalking] rich media, not to put [...]
Filed under: Display advertising | Tagged: Click Red, Flashtalking, Hancock, Tangozebra | Leave a Comment »
Pearson, the group that owns the Financial Times, among other things, has just declared half-year results that buck the trend in ad revenues. Neither the shift away from print ads nor the looming recession has hit its numbers. Why? Because, like Google, the FT has found itself in the lucky position of being perfectly positioned [...]
Filed under: Display advertising, Publishing, web 2.0 | Tagged: Facebook, FT, Pearson, Penguin, Wikipedia | Leave a Comment »
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