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Posts in Advertising

Pinterest opens to everybody: what it means for brands

According to Experian, Pinterest is the third most popular social network in the United States. So it's no surprise that brands have flocked to set up shop, particularly given that Pinterest may be a far more profitable platform for brands than social networking stalwarts like Facebook and Twitter.

What's remarkable about Pinterest's rise is that up until yesterday, the social network was still technically in an invite-only beta. One of the reasons cited for this was the company's desire to maintain cachet and a feeling of exclusivity. Others suggested that the startup was trying to mitigate scaling risks, which can easily put a dent in a promising startup's plans.

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Real-time bidding meets multichannel in a data-driven world: new report

Real-Time Bidding (RTB) Buyer's GuideA key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.

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Customers won’t ‘like’ you unless they like the value you offer in return

malibuWith two thirds of adults now connected to at least one Social Media platform, its rise over the past few years has been staggering.

It’s hardly surprising therefore, that companies have followed consumers on to these social platforms in an attempt to engage with them and get noticed.

What is surprising however, is that some brands don’t seem to have put much thought into their social engagement strategy; they’re more about being social for social’s sake, rather than being social by design and really understanding what it is they want to achieve by connecting with existing and prospective customers via Social Media.

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NBC faces social media criticism for Olympics tape delay, but is it working?

If you're an avid user of popular social media sites, there's a decent chance you've been exposed to the significant criticism that's been leveled at NBC over its tape-delayed coverage of the Olympics.

While the media giant is live streaming events online, NBC's rationale for airing the biggest events on a broadcast tape delay is simple: it can earn far more advertising dollars by capturing prime time eyeballs. That's important given that NBC isn't guaranteed to make a profit from the Olympics given the costs associated with airing them.

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JUMP feature: Sharing metrics will move the industry forward

For our second JUMP interview, we reached out to MPG's EVP/Managing Director Innovation, Mitch Oscar, who just had a hand in creating the first ad supported Video on Demand directory in conjunction with the American Association of Advertising Agencies, Mediaocean and Rentrak. 

We spoke to Oscar about innovation in the advanced TV space, what metrics are being used to measure Video on Demand (VOD), and how we, as an industry, have to share more so we can advance.

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Fear Performance Marketing at your Peril

A wise man once said that “you always fear what you don’t understand” and, despite being over a decade since its initial conception, people still fear performance marketing.

The wise man in question was Carmine Falcone in Batman Begins, and for a brutal leader of Gotham’s criminal underworld, his philosophy certainly rings true.

I don’t think there are obvious comparisons to performance marketing and Batman, although it is nice to think that our industry is the anti-hero striving for universal approval, but his simple ethos has been resonating loudly throughout the performance channel recently. 

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Nine examples of great interactive iPad ads

New research from the IAB shows that when it comes to advertising on tablets, interactivity is key.

A quarter (25%) of respondents said they would be likely to click interactive ads compared to just 11% for static ads. Furthermore, 54% of respondents had a positive overall opinion of them compared to just 27% for static ads.

A majority of respondents (55%) also agreed that tablet ads can do things that other media can’t.

So how can marketers take advantage of this opportunity? 

Here we round up nine of the best interactive ads that have appeared on iPad.

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The Guardian and BBC's Olympic apps: which is better?

Using a second screen while watching TV is now the norm for most consumers, whether it be a laptop, smartphone or tablet.

Gone are the days of sitting glued to the screen for an entire episode of EastEnders or tolerating ad breaks, nowadays viewers have other options if the action on-screen is a tad dull.

Our recent report, The Multi-Screen Marketer, shows that 52% of respondents that own a television and computer are likely to be using another device while watching TV. This rises to 60% among smartphone owners.

The Olympics is the perfect opportunity for brands to grab viewers’ attention with second screen apps as people will be hungry for updates and stats from other events while watching the live action on TV.

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Should brands and retailers try to capitalize on images?

If you're a retail brand or online retailer, the popularity of services like Pinterest is a reminder of the prominence of images online. Each day, countless photos are uploaded and shared on the web, and many of them relate to products brands and retailers hope to sell.

Which raises an important question: how can they capitalize on this?

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American Eagle: Bringing offline to online and vice versa

American Eagle (AE) was founded in 1977 and now has over 1,000 stores in the US, Canada, Asia and the Middle East. As more and more customers are moving online, AE has been adopted a strategy of bringing offline to online and vice versa. 

When you have a store front, it's much easier to get your offline message out to the customers who love your product. They are already coming in to buy so you have a chance to integrate that experience with an online one or just make them aware you have one!

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How to improve customer experience with effective onsite search

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Search optimisation is a well-discussed and documented marketing strategy to increase the visibility of your site and help customers find you.

But when we talk about search, most marketers focus their energy and investment in optimising content keywords, search engine ranking positions (SERP) and often overlook the power of an effective on site search engine.

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How social media is changing the patient-physician relationship

You’re in the doctor’s office as she tells you that she’s very sorry, but you have lymphoma. Later, before you walk out of her chilly exam room and into your changed life, when you ask how you can find out more about your disease, she says, “Whatever you do, don’t go looking on the Internet.”

Yet that’s precisely what you will do because guess what: Looking for health information is the third most popular activity online, according to a Pew report released last year.

That “human capacity to be online? That’s the most powerful tool any organization has,” said Dr. Farris Timimi, a cardiologist at the Mayo Clinic and keynote speaker at the annual Social Communications and Healthcare conference organized by the Business Development Institute in New York City last week.

Timimi has made his name in digital circles praising the benefit of social media for healthcare and, more importantly, for science.

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