Posts tagged with Brand Advertising

The Luxury Affiliate Marketing Paradox by Chris Bishop

Think affiliate marketing doesn’t work for luxury brands? Think again

Sadly, for years affiliate marketing has been seen as the poor relation of the digital advertising family.

Tracking networks and technology companies typically selling the channel as a no-frills, “no-win no-fee” way to pad out marketing plans.

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GM defriended Facebook over rejection of bigger, bolder ads

A couple of weeks ago, news broke that one of the world's largest brand advertisers, GM, was ditching its paid ad campaigns on Facebook.

The timing was curious, and some suggested it was intentional. After all, Facebook was on the verge of going public in the richest tech IPO ever. So the embarrassing news that GM was pulling its account sure looked like a well-placed blow to the world's largest social network.

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Will Facebook's new Comment ad be the ad that keeps giving?

With 750m users and growing, Facebook is one of the most attractive platforms for brand advertisers to reach consumers.

But there's a problem: while it may be capturing more and more dollars from major brand advertisers, the efficacy of advertising on Facebook is still questionable.

If Facebook isn't able to change that, it will obviously face challenges long-term.

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Microsoft and comScore: the click of death for the click-through?

The click-through is arguably the most powerful metric on the internet. It is largely the criteria upon which many online ad campaigns are judged and a billion-dollar economy has been built upon it.

But is the click-through really all it's cracked up to be? Sure, it works well when you're doing direct response advertising. But what about brand advertising?

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Wenda Harris Millard says get rid of the science

wenda harris millardWhen Wenda Harris Millard talks, the industry listens. As well it should. One of the smartest, and most formidable executives in interactive advertising, Wenda is co-CEO of Martha Stewart Living Omnimedia, following top executive positions at Yahoo, Ziff Davis Media and DoubleClick (to name but a few). Credentials don't get more impressive than her résumé in interactive advertising.

At her keynote at the IAB's annual summit in Orlando this weekend, Wenda called for a new era in online advertising; one in which measurement, metrics, analysis -- in short, the science bit of the advertising equation, take a back seat the art part: big ideas, killer creative and "the sizzle, not the steak."

Her plea is very much in line for her exhortation last year at the same event, when she called on marketers "not to trade our assets like pork bellies."

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