Jim Sterne says, “Yes, you always knew it and now there’s proof – from Google and Microsoft no less. The paper is called “On the Near Impossibility of Measuring the Returns to Advertising” and is about a year and a half old. For those of you who do not have the time (I’m looking at you — all of you!) here’s the TL;DR version: Using 25 online field experiments, representing $2.8 million in ad spend, Randall A. Lewis (economic research scientist, Google) and Justin M. Rao (economic researcher, Microsoft) showed that you cannot measure the causal impact of... [...]
Archive for the 'Internet Advertising Tiips' Category
Aaron Taube says, “Quartz tech editor and former Business Insider reporter Dan Frommer discovered a way Google users can see all of the search ads they’ve clicked on. To do this, you can simply click on this link and sign in with your Google account. Below is my most recent history of clicking on search ads, which shows off the genius of Google’s ads that sit at the top of its search results. On several occasions, the ads allowed Google to charge a company for linking me to a site I likely would have arrived at through its regular search results. But since Google’s ad... [...]
The latest post on ‘Copyblogger’ Blog is titled “Is Metagaming Silently Killing Your Marketing?”. Gregory Ciotti says, “Setting sail away from the safe harbor of best practices is a fear that we, as marketers, must learn to embrace. Scary situations arise when you set foot in uncharted territory. In March, our company decided do just that, by “storming the gates” and completely removing our gated opt-in pages. Resources like our 10,000+ word guide on The Art of Customer Loyalty were completely redone into an open style, with absolutely zero commitment to access”. Is Metagaming... [...]
The latest post on ‘Copyblogger’ Blog is titled “How Often Should You Change an Advertising Message? (Way Less Than You Think)”. Demian Farnworth says, “In 1996, Richard W. Lewis, New York City ad man and executive at TWBA, wrote in his best-selling book The Absolut Book: The Absolut Vodka advertising campaign has been running nonstop for 15 years, since 1981. This is remarkable because in the advertising business, campaigns can change as often as every year, as marketers attempt to keep their brands’ personalities fresh.” More than likely you’ve run into one of these ads. Absolut... [...]
The latest post on ‘Copyblogger’ Blog is titled “The 14 Keys to Writing Advertorials That Sell”. Demian Farnworth says, “ Advertorials are native ads with a single purpose: getting specific action from the reader. This could be donating to a cause, downloading a PDF, subscribing to an email newsletter, visiting a store, or buying a product. An effective advertorial grips the reader and leads her to the logical conclusion — pointing her, in very specific language, to what to do next. This is the call to action. Advertorials come in all shapes and sizes. They could be lists... [...]
The latest post on ‘Mashable’ is titled “AOL’s New Ad Platform Tries to Break the Digital Spending Ceiling”. Jason Abbruzzese says, “AOL is taking a new approach to attracting the ad dollars that have stubbornly avoided the digital market — if you can’t beat ’em, make ’em join you. The company is rolling out a new ad buying platform called One, which will attempt to offer marketers a one-stop shop for all display needs, including television. One integrates display ad inventory across every type of device with data analytics features to create an advanced... [...]
AdRoll has released a new book titled “The Retargeting Playbook”. The AdRoll team says, “Over the past few years, retargeting has become as essential as search-engine marketing and email for engaging and converting customers. In this essential guide, co-authors Adam Berke (President of AdRoll) Lauren Vaccarello (VP of Marketing) and Greg Fulton (Head of Product) teach marketers how to drive real revenue with retargeting”. Key topic of the book are: Who should use retargeting—and why What it takes to define optimization strategies that work How to face the opportunities... [...]
The latest ‘Web Marketing Today’ blog post is titled “Use Hyperlocal Advertising to Reach Nearby Consumers”. Melih Oztalay says, ““Hyperlocal” refers to a specific consumer audience in a very small geographical area. By using hyperlocal ads, your business can promote products and services to a local audience in your immediate surroundings. Since 2008, Google’s search results have shown maps and map listings (i.e., local business listings). Local searchers no longer have to add a city and state as part of their search terms. The search engines know the locale of the person searching... [...]
The latest ‘Econsultancy’ blog post is titled “Real-time advertising spend increased 80% in 2013: infographic”. David Moth says, “Real-time advertising spend increased 80% in the UK in 2013 and now accounts for 14% of the display market, according to data included in a new infographic. Last year real-time ad revenue in the UK reached €204m, compared to €82m in France and €113m in Germany. The graphic also highlights the growth of premium real-time display and video inventory, as well as the variety of brand formats available. Econsultancy recently published a Real-Time... [...]
The latest post on ‘Mashable’ is titled “Advertising’s Next Frontier: The Internet of Everything”. Todd Wasserman says, “For some forward-thinking advertisers, refrigerators are hot. Smart refrigerators, that is. So are thermostats and your car’s dashboard or even the lock on your front door, provided they’re all connected to the Inernet. All this Jetsons-type stuff is coming. Actually it’s already here. Advertisers and their agencies are trying to figure out where they fit in. At SXSWi this year, talk of “mobile” was old hat. Instead, marketing-focused... [...]