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Archive for the Campaign tips Category

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30 12 2009

How to Write a Media Behavioral Targeting Objective

Posted by: James in Campaign tips

Have you labored over where behavioral targeting belongs within a plan: is it a strategy, tactic or part of a larger strategy? Why do you even need digital objectives? And, what’s up with engagement these days? Oh, I digress, but for a very good reason. Before you decide where behavioral targeting fits in the puzzle, make sure you understand the elements that will make up your plan, a.k.a., the objective, strategy, and tactics.

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18 12 2009

Internet Marketing 101: How to re-engage consumers in 2010

Posted by: James in Campaign tips, Looking forward

Savvy brands and marketers already have plans in place for reaching consumers in 2010. Strategic plans, though, must have room for change. Two areas where marketers can gain ground are virtual events and ad targeting programs. Both of these categories are rapidly changing, but with preparation marketers can capitalize. What can you expect as 2010 dawns?

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09 12 2009

Two Dirty Little Secrets Of Demand-Side Networks

Posted by: James in Ad Network, Campaign tips

The first dirty little secret of most of the demand-side networks is that they’re staffed by two to three employees working some spreadsheets and balancing loads to optimize inventory for their clients.

The second little dirty secret is that many of the agencies building these solutions are including them on all their clients’ media buys and getting paid on both sides.

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08 12 2009

Better Advertising

Posted by: James in Campaign tips

Today is a big day for consumer privacy protection in online advertising. A number of companies in the space — Turn, Omnicom Media Group, Cadreon, Vivaki, Havas, GroupM, Netmining and Safecount — have joined forces with Better Advertising (betteradvertising.com) to design the next generation consumer privacy monitoring tool for online advertising.

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01 12 2009

Improving the Performance of Display Advertising

Posted by: James in Campaign tips, Display ads

Using research from AT&T Labs that showed « any person in contact with an existing customer of a firm is three to five times more likely to respond to a message from the firm, » Media6Degrees founders saw a similar opportunity with the advent of the social Web. At the heart of its technology are three primary components: a pixeled ( »tagged ») advertiser Web site, site visitors who demonstrate a certain degree of interaction ( »loyalty ») with this site, and anonymous user data collected by third-party social networking applications and shared with Media6Degrees. Once a loyal user has been identified, Media6Degrees looks at its user data to find and target advertising to their friends

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27 11 2009

How to fix broken behavioral targeting

Posted by: James in Campaign tips

In a business climate where reduced ad spending translates into an urgent need for greater efficiency and ROI, high performance behavioral targeting presents an incredible opportunity for marketers to stretch their ad dollars even further. By leveraging richer behavioral data, and with the right real-time technologies powering their behavioral targeting efforts, marketers will start to realize greater returns from their campaigns because they’ll be finally tapping into the right audience in the right context.

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18 11 2009

Using Performance Advertising to Learn

Posted by: James in Campaign tips

In “MySpace Ads and the Big Leap,” I wrote about the simple and powerful advertising platforms from MySpace and Facebook.

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14 10 2009

The Evolution Of Media Buying

Posted by: James in Audience measurement, Campaign tips, Market figures

This post is a recap of the “Evolution of Media Buying and What That Means for Publishers” panel at PubMatic’s Ad Revenue 2009 last week.

Moderated by John Ebbert, Managing Editor, AdExchangeranelists:
Andrew Kraft, VP Technology Solutions, Collective Media
Darren Herman, Founder & President, Varick Media Management
Joe Zawadzki, CEO, MediaMath
Matthew Greitzer, VP Search Marketing and Head of ATOM Systems, Razorfish
Sean Kegelman, SVP, Partnerships, VivaKi Nerve Center

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10 10 2009

For Web Publishers, A Tool To Sell More User Data

Posted by: James in Campaign tips

One of the biggest players in behavioral data vows to help Web sites sell more information about their readers.

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22 09 2009

Transparency in Targeting

Posted by: James in Campaign tips

If you’re anything like me, juggling another targeting advertising network on your media buy is the last thing you want to do.

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