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There are a few times when we realize that a certain technology is going to change everything about our lives: the first time we used a cell phone, received an email, searched the Internet or downloaded a song. This past Black Friday was the day we realized that mobile shopping would have just that sort of impact.
On Black Friday 2012, one out of every four dollars spent online at retail websites came from a mobile device. This amounts to more than $300 million dollars in one day alone. For those retailers who’ve already embraced mobile, it was a day of celebration, a culmination of their hard work and foresight. For retailers who didn’t get their share of this new mobile world, it’s a wake-up call: Get with the mobile program, or have consumers leave you behind.
It's a seemingly great time to be a brand. Our digital world has created numerous challenges in reaching consumers, but thanks to digital channels like social and mobile, there are arguably more opportunities than ever to create connections.
For agencies, whether the digital revolution is a boon isn't always so clear. Yes, agency services are in great demand as a result, but the complexity of digital advertising is creating some significant pain.
Numbers don't lie, or so we're told, and it's no surprise that as advertisers gain more and more tools, they are increasingly looking to see if their assumptions are backed up by the numbers.
This is particularly true when it comes to the $130bn/year television ad market, where advertisers frequently do significant amounts of market testing before rolling a campaign out at scale.
Hollywood may not have a reputation for embracing new channels, but it's increasingly clear that new channels have the ability to help Hollywood's biggest companies succeed as consumers use technology to interact with content in new ways.
This is especially evident in the world of social media. It's increasingly evident that social channels can impact the small screen, and even though television and cable networks may not fully understand what this means yet, many of them are experimenting and investing in social because they see the potential to benefit.
Brands are increasingly paying for 'Likes', followers and reviews, and despite the risks associated with this activity and the questionable efficacy of the tactic, there may be a logical reason for it.
That reason: according to Nielsen, consumers trust earned media, such as recommendations from friends and online reviews, far more than they do paid media.
For consumers in the United States wanting to give HBO their money for a subscription that doesn't require a cable bundle, the popular cable network delivered bad news earlier this year: thanks, but no thanks.
But HBO's response to the grassroots Take My Money, HBO! campaign didn't answer the question: can HBO ignore cord cutters forever?
Targeting technologies have become more sophisticated over the years, but reaching the right consumers at the right time is still a major focus for advertisers and ad networks.
AT&T's ad network, AdWorks, which the company claims reaches some 181m unique users per month, is planning to roll out a new approach to this long-standing challenge in September.
The market for real-time bidding (RTB) may be a nascent one, but many experts believe RTB will have a significant impact on the ways marketers buy media and the ecosystem of companies in the space is growing rapidly as evidenced by our new Real Time Bidding (RTB) Buyer's Guide.
Although much of the RTB action has been in the display market thus far, the amount of RTB video inventory available is growing too and is expected to account for nearly a quarter (22%) of online video spend in 2013.
In today's multi-channel, multi-platform world, it's increasingly difficult for television networks to lure viewers to their shows. To succeed and build an audience, on-network promotions just won't cut it.
So a growing number of networks are turning to a strategy that has done quite well for a very different type of media company, Rovio, the maker of the hit gaming franchise Angry Birds.
Multi-screen activities while watching TV are very common with many viewers also on their computers, tablets and mobiles.
According to the Econsultancy/ IAB report, The Multi-Screen Marketer, the way viewers engage with their other screens changes depending on what program they are watching.
We've broken down the percentage of commerce and non-commerce activities for seven major program areas as well as highlighted the top activities for specific programmes and put them in a handy infographic.
The internet may not be a spring chicken, but with most ad budgets still out of proportion with where it sits in the ad world, there's still plenty of room for growth in internet advertising spend.
Need proof of that? Look no further than Nielsen's latest quarterly Global AdView Pulse report, which looks at ad spending across multiple channels, including the internet, television and newspapers.
When you think about digital piracy, music and movies probably top the list of the most sought-after types of content.
But according to a study conducted by Google and the Performing Right Society, it's piracy of live television that is growing the fastest.