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Author: Tameka Kee
Tameka Kee has been covering the digital media industry with a focus on advertising, social media and video games for nearly four years.
Before launching Kee Consulting (clients include Econsultancy and SocialTimes Pro), she served as editorial director of DM2 Media, where she oversaw content development for DIGIDAY:DAILY, as well as the company’s roster of digital media and marketing conferences, including DPAC and DIGIDAY:APPS.
Before joining DM2, she served as a full time reporter for paidContent, covering the business of digital entertainment and gaming, and breaking news on companies like Electronic Arts, Playfish, Netflix and Facebook. Before paidContent, she covered search marketing for Mediapost.
Though the US economy is showing signs of a slow recovery, most holiday messaging will still focus on discounts and lower pricing to attract shoppers. It makes sense to target price-conscious consumers, but etailers that just promote discounts could be missing another important holiday shopper segment: affluents.
The more ads, the better. That seems to be the strategy for boosting online
ad revenue for publishers of all kinds. First, the Online Publishers
Association (OPA) decided that making ads bigger and bolder was one way
to help boost publishers’ dwindling CPMs. Now, the TV networks are
concluding that loading their online video shows with more ads is the
best way to increase digital revenue.
It seems to fly in the face of common sense – after all, consumers have
flocked to DVR because they can skip all of the ads hurled at them on
broadcast TV or cable. Meanwhile, with shorter attention spans on the
web, won’t more ads just make online viewers tune out? Research from the
networks says no.
Bluefly has been in the business of selling limited edition and high-end apparel online for well over a decade. Now, facing competition from newer, more “social” brands like LivingSocial and
Gilt Groupe, the company is integrating elements of social commerce into its shopping experience.
A big component of Bluefly's strategy has been an integration of tools from social commerce provider Bazaarvoice. We
chatted with Martin Keane, Bluefly's SVP of ecommerce, to get a read on the company's experience with Bazaarvoice, as well as some insight into the shopping experience on Facebook, and Google's Boutiques.com.
Car companies have had mixed results with using user-generated content (UGC) campaigns to promote new vehicles. Ford’s Fiesta Movement generated tons of positive buzz by seeding 100 social media “stars” with cameras and free compact cars. But who can forget the disaster that was Chevy's "Make your own Tahoe commercial"?
When smart, the ultra-compact brand of Diamler AG, wanted to boost the presence of its smart fourtwo vehicle in the US, the company turned to UGC. And in the safe confines of online artist community deviantART, the campaign was able to flourish.
Like many newspaper conglomerates, Gannett has struggled with "going digital" in the midst of dwindling print revenues. As VP and GM of the Gannett Digital Media Network (GDN) Josh Resnik's job is to help ensure that the company's transition to digital is a lucrative one.
GDN encompasses the flagship USAToday.com and all of Gannett’s local newspaper and TV station websites. We caught up with Resnik to get a read on how GDN is handling increased competition on the local ad front, what the company thinks about iAds, and even a glimpse into the crystal ball for 2011.
Leave the Facebook Deals and sponsored Twitter trends to the other
brands. McDonald’s is using a location-based, social media scavenger
hunt to promote its new coffee drink, but the company is using free
content - not buying any of the new ad units - as part of the campaign.
With movies from Netflix, games from ESPN, music from Last.fm, and status updates from
Twitter, Microsoft has evolved the Xbox 360 into a premium content
delivery device, not just a game console. Now, with its new Kinect
motion-controller system, the company has the means to turn the Xbox 360
into a hyper-targeted ad platform.
After all, Kinect can recognize
different users by their faces.
The latest research from the Mobile Marketing Association (MMA) confirms
what most advertisers should already know: More consumers will use their
phones to search for gifts and deals this holiday season than in 2009.
But how much of that searching will actually translate into mobile-based
Optimization and targeting. Segmentation and analytics. There are
countless tools that let digital marketers track the effectiveness of
their campaigns, and even tweak them on the fly for a better ROI. And yet, when it comes to accepting new ad formats and
strategies, there are still cries for "better metrics" and "more
What of creativity? Don’t ads need to be engaging and beautiful
enough to attract a click (if that’s the metric you’re going for) in the
After a year’s worth of tweaking, Google is rolling out a new interface
for its AdSense contextual advertising platform. The goal? To help
publishers "make more money," according to the Inside AdSense blog.
The company says over two million publishers currently use
AdSense, and the changes come as a result of listening to lots of
Makes sense, but the fact there are multiple contextual
and in-text ad networks to use, as well as targeted networks such as Glam and Complex Media that publishers can join, was likely just as much a
factor in the revamp.
Hulu has finally shed light on how much money it's bringing in. At the
NewTeeVee Live event, CEO Jason Kilar said Hulu would close out 2010
with over $240 million in revenue. That’s double the $108 million it
made last year, and a nice benchmark for comparison to online video
platforms across the board.
It’s very strong growth, particularly when gauged against the overall
US online video ad market. eMarketer predicts advertisers
will spend roughly $1.5 billion on online video ads in 2010. Hulu’s $240
million equates to a roughly 16% share of that market. So how has the
company attracted so much demand?
Say what you will about Hollywood's lack of creativity, but the industry is decidedly innovative when it comes to movie promotion. Take augmented reality, for example. At the AR Immersion 2010 event in Los Angeles, execs rattled off examples of movie and TV studios using augmented reality (AR) to drive ticket sales, video on-demand purchases, and DVD sales at retail.
AR development firm Total Immersion hosted the event. Jason Smith, the company's manager of pre-sales and product marketing for North America, outlined three ways these movie and TV studios are making AR part of their marketing plans.