Media buyers are increasingly moving more and more dollars to digital, but as far as percentages go, digital advertising still has a lot of upside potential. The companies that stand to realize that potential, of course, are advertising powerhouses like Google.
Google isn't idly standing by waiting for media buyers to shift budgets. Yesterday, the Wall Street Journal wrote that Google has struck a deal with giant agency holding company Omnicom that will see Omnicom spend hundreds of millions of dollars on display ads through Google's ad exchange over the next two years.
It was announced yesterday that Hearst Corporation will be acquiring digital marketing agency iCrossing in a deal reported to be worth $325m.
I've been asking iCrossing UK CEO Paul Doleman about the deal...
No longer is brand marketing likely to remain the prerogative of conventional brand marketing organisations.
Whilst these organisations have great strengths in creativity, planning and campaign delivery, they exhibit fewer strengths online where a host of brand association, experience and conversation takes place.
There are others who are better placed to engage and create influence by blog, Facebook, YouTube and Twitter already thrive online. And they are the digital agencies...
There was a big hoo-ha last week as eMarketer’s recent research concluded that portals remain effective ad platforms. This came as Yahoo! was all over the press for attributing their financial recovery to a revival in online advertising spend.
Display advertising on Yahoo! has grown by 20% this quarter and the four big portals – Google, Yahoo!, Microsoft and AOL – all took in a total of $191,707 million in the US in advertising revenue between 2008 and 2011.
Google announced yesterday that it is "retiring" its Google Advertising
Professionals program and that a new one, the Google AdWords Certification program, will be taking its place.
The good news: the previous $1,000 minimum 90-day ad spend required has been eliminated for
individuals who would like to participate, and the minimum 90-day ad
spend for agencies has been reduced to $10,000 from $100,000. That
means that more individuals and agencies will have the opportunity to
Competition is always tough amongst ad agencies. And soon it may get even tougher. That's because media companies are moving in on agency territory.
In an article discussing Conde Nast's new creative services offering, AdAge's Brian Steinberg points out that "no one can really say they corner the market on how to make things work in paid
search, social media, or mobile marketing." So some media companies are likely to follow Conde Nast's lead in taking advantage of their unique positions to expand their relationships with marketers, and, they hope, their bottom lines.
Look on any marketing or web design company’s website and the chances are they’ll claim they do SEO. While some may do great work, some are just chancers.
Even amongst the specialist agencies, some businesses are much more effective at what they do than others. But how can you tell the difference between the well-qualified and snake oil merchants?
A few well placed questions should do the trick:
Every three years or so, advertisers decide to put all their media and marketing into a single agency network. Three years later, once they’ve seen their performance in the different marketing channels eroded, they head once more for the specialists.
It has been going on since the 80s, and it would be nice to see the cycle broken...
An interesting post by Erick Schonfeld at TechCrunch details how
Nielsen has been "gushing" about Facebook since it partnered with the
giant social network on a service called BrandLift, which is designed to help advertisers measure the effectiveness of their ad campaigns on the site.
One report Nielsen issued after it teamed up with Facebook highlights
just how much time consumers are spending on social networks, and
Facebook in particular. Another provided data showing that affluent
consumers are more likely to be using it than MySpace. The
obvious question: is Nielsen presenting objective data to advertisers or
is it overhyping its newest partner?
Many Econsultancy members are in the business of regularly pitching for new business, or trying to grow existing accounts. Travelling and meeting people is part and parcel of winning work, but there are also various ways of using the internet to help you pitch to existing and prospective clients.
As such, I thought it would be a good idea to show you a bunch of tools that can be used to create and coordinate online presentations. They can be used for individual client work, or more publicly, to share your presentations with the wider world to increase exposure.
I believe that all of these tools are free, with the option to ‘upgrade to Pro’. There are others, but these are standout apps, and they're all worth checking out if you're not yet using them.
I hope they help you to win more business!