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The perception of email marketing as a communication tool has changed since the birth of digital marketing. Emails were sent out with a ‘one-size’ fits all strategy measuring success against open and click rates. The simple recognition that consumers have different tastes and preferences was never factored in.
Technological advances have allowed marketers to adapt this […]
I love the internet; it hosts a wealth of technology. I can do things I never imagined possible, allowing me to reach places I never knew existed. The internet is an advertising platform more advanced than any other medium we have seen, and it keeps getting better.
Evolution occurs at a much faster rate within technology […]
When an election campaign gets going, politics as we know it is in full swing. We watch the debate, catch what we missed on the news or read about it in the papers and cast our vote on Election Day. Now with Internet usage higher then ever, people are skipping the debates and catching up […]
The Google Display Advertising Network was originally created to target Fortune 1000 companies, which historically bought advertising to build brand awareness and reinforce market positioning as opposed to sell a product. Having positioning themselves as text and CPC ad market leaders, going after display and video ads seemed to be the next logical step for […]
Mobile advertising has taken a while to gain momentum but is now about to fulfil it’s potential. Forecasted figures estimate that advertisers, who are currently spending about $500 million annually on mobile advertising, will increase that amount by 120 percent next year and reach about $1.1 billion and boost another 120 percent boost in mobile […]
Behavioural targeting is a method of used by online publishers and advertisers to anonymously target web users based on observed previous behavior. Behavioral Targeting is a rule based model - e.g. if user does x, present them with y – based on applying recency and frequency (RF) to consumer data acquired over time. Behavioral marketing […]
2008 is set to be the year of digital outdoor with Viacom alone investing over £30m in its digital offering on the London Underground. Over 6,000 cabs in New York have been fitted with 17 inch touch screen digital screens offering local content, GPRS mapping and live news feeds. Hitting consumers, often at point of […]
Carly Fiorina former Executive and president of Hewlett-Packard stated the goal of organizations is to transform data into information, and information into insight. As guardians of our clients’ online investments and to supplement our recommendations and thinking, we spend a considerable amount of time interrogating data to derive “gold nuggets” of insight.
The use of “average […]
“What’s the Frequency, Kenneth?” a song by the rock group R.E.M. from their 1994 album Monster, reminds us frequency, together with reach are the watchwords of media planning. Achieving the right reach and frequency is obviously a critical goal of media planning. But what is right? What is optimal?
We define “Optimal Frequency” as the point […]
A study published by Jupiter Research found that 43% of consumers who connected to the Internet by broadband watched videos at least once a week . The US have pioneered online video with approximatley 70% of the US internet audience having viewed 7.2 billion videos in January 2007 alone. These figures demonstrate the potenital of […]
Search is often considered to be the top performing online marketing channel, logically outdoing display advertising in terms of ROI because of it’s CPC cost structure and proximity to the conversion. But new research published by Atlas suggests that this perspective may be short-sighted.
A study from Atlas titled “How Overlap Impacts Reach, Frequency and Conversions”, […]
The explosive growth of social networking sites has surpassed many people’s expectations. The increased popularity has seen networks such as MySpace, Facebook, and Bebo become integrated into people’s everyday personal and professional lives, bringing a multitude of opportunities for marketers to reach new audiences. What remains to be seen is whether social networks are just […]
Bigger isn’t always better in online advertising. Many traditional agencies buy large and well known online networks such as AOL, Yahoo!, Google, MSN etc. to satisfy their clients’ desire to have some online activity as part of a media plan. Online media is unique, and provides detailed campaign reporting that requires an approach to media […]
So what is it? The apparent second stage of the Internet’s evolution defined by new technologies enabling people to interact in such a way that the experience is enhanced by the contributions of each individual. Where we once had pages of action data we now have social networking behaviour, blogs, and user generated content to […]
On March 7th TripAdvisor announced that they now allow travellers to post their vacation videos in addition to reviews and photos, and since then videos have accounted for more then 55% of the destination uploads. The user-created video content can be viewed, shared and rated by the entire community.
On March 8th TripAdvisor announced it will […]
2007 appears to be the year for acquisitions, marketing companies competing to become the largest and strongest online.
On April 13th 2007, Google purchased DoubleClick for $3.1billion cash. This is by far Google’s biggest acquisition to date. The combination of the largest search engine and the biggest ad management firm means great technological advances and advantages […]
