Where there’s magic, there’s margin. I learned this from Mitch Kurz, the one-time head of measurement-maniacal Wunderman before he left Y&R a wealthy man about a decade ago.
We were talking about technology. The internet was upon us. He recounted how technology innovators command premiums for a moment and then, as the invention gets [...]
Photo Credit:http://www.flickr.com/photos/sofiakatariina/1593416193/
About a thousand of us watched a digital ad presentation recently, giant screen looming behind the speaker featuring that day’s Yahoo! home page. “Who was the advertiser on that page?” the speaker asked as the slide faded a minute later. Dead silence. Nobody had noticed.
Whose fault is that?
I’ve heard [...]
If only creating great advertising were as easy as matching the right color tops with bottoms.
Google announced last week their intent to buy Teracent (below), which claims to make better banner ads by swapping ad elements (words, pictures, that sort of thing) based on various factors like [...]
Shocker:? better creative drives better results in digital advertising — this from a new Dynamic Logic study (http://bit.ly/3FdbJr).? You know we’ve taken our eye off the ball when only an “analysis of over 170,000 online creative executions” keeps us from cramming next year’s marketing platform into a six-frame banner ad.
The gazillion-dollar question is, [...]
Purists may hate this one but advertisers and publishers should love it:? an online ad that is really a mini website right on the page — letting people engage deeply with brands/products without ever leaving the ad.? I believe this is the future, and we will eventually see this type of advertising in [...]
(see? the above at:? http://www.federatedmedia.net/ourwork/adstamp/)
The real untapped opportunity for digital is persuasion.? That magical, hard-to-measure ability to get someone to FEEL something great about a product or brand.? It’s emotional.? Traditional media rules in this regard, thus far.? We can all think of a great TV spot.? You see the ad and, to [...]
Read the press release at http://blog.cooliris.com/category/partners/
Recent articles applaud a new online ad campaign featuring Cooliris’ image viewing platform.? It takes a new way of looking at images (imagine an endless video wall that moves around and shifts angles with your cursor), and introduces ad units within the same display (as shown in [...]
Only billboards are cheaper than banners on a CPM basis, as eMarketer CEO Geoff Ramsey reports in his recent (and very worthwhile) report on the state of online brand measurement (think:? mess).? At a $2.46 CPM, here’s how banners compare:
The full report is here:? http://www.emarketer.com/brandmeasurement/
It’s easy to trash banners.? I do it.? They’re [...]
http://www.dynamiclogic.com/mailers/doubleclick/
Hard to argue with the notion that video strengthens brand messaging — the radio guys of the ’40s would surely agree (see new study released today by DoubleClick and Dynamic Logic — OK, yes, they may not be exactly dispassionate 3rd parties on the topic, but neither am I).??? The key, as they [...]
