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Author: Tameka Kee

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.

Are you ignoring affluent shoppers with your holiday campaigns?

holiday giftThough 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. 

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Will viewers really deal with seeing more ads in online video shows?

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.

Hulu screengrab

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Q&A: Martin Keane, SVP of ecommerce at Bluefly

Martin Keane, SVP, ecommerce, BlueflyBluefly 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.

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Skinned smartly: How smart USA leveraged deviantART for a successful UGC campaign

Winning Smart Car skinCar 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.

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Q&A: Josh Resnik, VP & GM of Gannett Digital Network

Josh Resnik, Gannett DigitalLike 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.

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McDonald’s goes local to launch new coffee flavor – using free content, not ads

McDonald's McCafe cupsLeave 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.

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Kinect could be Microsoft’s ticket to addressable advertising on your TV

Kinect living roomWith 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.

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Three tips for mobile shoppers this holiday season

mobile phoneThe 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 buying?

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Has digital bled the creativity out of advertising?

Click-through rateOptimization 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 accountability."

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 first place?

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Early reaction to the new AdSense interface

Google logoAfter 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 feedback.

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.

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Hulu’s voodoo: Optimized online video ads lead to double the revenue in 2010

Hulu screengrabHulu 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?

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Back to the future: How Hollywood is fueling the adoption of augmented reality

AVTR Coke Zero screengrab

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.

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