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Posts tagged with Agencies

The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World

Developing a model for agency maturity in a digital world

Digital technologies are having a transformational impact on the communications environment but whilst much analysis has been conducted into implications for client-side marketers, a relative paucity of research exists into how agencies are adapting their processes, offerings and capabilities.

Econsultancy's The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World report, conducted in partnership with Adobe, examines how agencies need to evolve across four key pillars of maturity: data, technology, skills and culture. 

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Facebook ad engagement down, prices up: report

Thanks to the incredible popularity of the world's social network, soon-to-be-publicly-traded Facebook is top of mind for advertisers both large and small, many of which have been pouring more money into Facebook advertising campaigns.

But how are those Facebook ad campaigns treating advertisers?

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US Government agencies upped digital communication in 2011

It may not be the most exciting part of the technology industry, but government is increasingly using the internet to communicate and interact with citizens.

In some cases, use of the internet is becoming a requirement as agencies are required to be a part of 'open government' initiatives.

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Twitter launches self-serve ads

Twitter's strategy around monetization can be summed up in three words: "take it slow."

Thanks to hundreds of millions of dollars in funding, Twitter has been able to do something many digital media upstarts can't: explore new ad models at what often seems like a snail's pace, working primarily with a select number of brand advertisers and agencies.

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AOL succeeds, struggles with its new ad formats

A year ago, AOL was prepping plans to launch new ad formats. Its initiative, codenamed Project Devil, was designed to provide ads that are more eye-catching and engaging than 'normal' ads.

As we detailed at the time, the ads would be up to four times larger and "be enabled with new functionality, with room for a photo gallery, a video, coupons, Facebook or Twitter updates or maps".

Project Devil was seen as crucial to AOL, which had been seeing significant double-digit declines in ad revenue. If AOL CEO Tim Armstrong was going to turn the company around, it seemed that the new initiative's success would be crucial.

Last week, however, we learned that AOL's new ad formats aren't finding as much tracking as hoped.

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Coca-Cola asks agencies to help it listen better

In the realm of social media, the word 'listening' surfaces frequently. Thanks to sites like Facebook and Twitter, companies have an ability to listen to what consumers are saying about them in ways never before possible.

But when it comes to social media marketing, many businesses pay lip service to listening and instead focus their actions on words like 'conversation' and 'engagement', which are more exciting.

One global brand, however, is working to ensure that social media activities don't exclude the passive act of listening, and it's doing it in a big way.

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Digital agency rates set to rise, according to Econsultancy research

Econsultancy has just released the latest version of its Digital Agency Rate Card Survey, which benchmarks average charge out rates for more than 50 different job roles.

The Rate Card Survey is produced on a triennial basis and this year 364 agencies participated in the research. 

Average rates range from £465 a day for a junior media planner to £891 a day for a director / partner, though fees increase if an agency is based in London, and also rise in line with turnover.

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Facebook launches Ads API

The efficacy of Facebook advertising may still be yet to be determined for many advertisers, but that hasn't stopped brands from pouring big money into ads on the social network. With more than 750m users, Facebook is simply too appealing a platform to ignore.

When it comes to scaling ad campaigns on the social network, however, advertisers have had limited options. But that could soon be changing.

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Mobile ads to surpass television ads?

Despite the rise of digital advertising, advertisers still spent over $130bn last year on television advertising. Of the tens of billions of dollars advertisers are spending on digital ads, a very small portion, perhaps as little as $1bn, is being spent on mobile ads.

But those figures aren't stopping Razorfish's Mobile Practice Lead, Paul Gelb, from making a bold prediction: "I think mobile ad spend will overtake television." And he isn't talking about decades from now; he believes mobile could surpass television in the coming years.

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Is Apple's iAd dying a slow death?

When Steve Jobs introduced Apple's mobile advertising network, iAd, to the world, he effectively said it would be a game-changer for mobile advertising. Although some of us were skeptical, who would bet against him?

A year later, it appears that the skepticism was well-placed. iAd is, according to a new report by Bloomberg, floundering.

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Did Google just become an agency with its Heineken deal?

Google's relationship with Madison Avenue has been a tenuous one, but with a bit of outreach and a few olive branches, the search giant has managed to cozy up to major agencies and brand marketers.

But the company's massive deal with Heineken, one of the 100 largest digital advertisers, is raising new questions about Google's position in the market.

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Should marketers pay attention to Google+?

Is the third time the charm? Google is certainly hoping so following the beta launch of its latest attempt at building a social network, Google+.

And that hope may not be entirely misplaced. Many of those who have Google+ accounts have positive things to say about the search behemoth's social network.

Perhaps that's because Google has learned from its mistakes, or because it may have been heavily 'inspired' by Facebook.

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