Wednesday, August 15, 2012 by
It is a presidential election year, which is creating a flood of
advertisements along with politicians pounding on podiums to
convince voters they are the best candidate for the job.
Politicians present their plans to turn the United States economy
around and create jobs. Both parties discuss plans to invest in
small companies and sexy high tech companies such as Facebook, and
mobile devices including phones and tablets. Too often,
they fail to discuss plans to attract and retain...
Tuesday, May 8, 2012 by
Digital video is, to put it mildly, a very hot topic in the online
and mobile advertising industry. Recently, moves by digital video
companies have placed them in direct competition with television.
Let me explain. Companies like Hulu
have created a model to view content
previously reserved for larger screens, be they television or
theater. YouTube, the largest video viewing service, recently broke
their service into channels
with original content. Two
different models, both...
Wednesday, April 11, 2012 by
Everyone wants to figure out what effect the digital landscape is
going to have on the mammoth $70B television advertising spend that
occurs yearly. Already, we've seen display advertising video ad
nets, like Videology, TubeMogul and Adap.TV begin to buy remnant
inventory through the Real-Time Bidding (RTB) process, out of
exchanges and Demand Side Platforms (DSPs). While each of their
business models is different, this is a drop in the bucket compared
to the total television/video inventory...Re...
Monday, March 19, 2012 by
Everyone's favorite social network, Facebook, is looking to
diversify revenue streams. As Facebook has been more recently known
to do, they're trying to be prudent around their strategy by
assessing the amount of ads they can serve and limit user
dissonance. It's a difficult balance because Facebook has never
served mobile ads, until recently. Also, according to the Vancouver Sun
, customers aren't particularly
keen to mobile advertising messages on their social networks.
Serving ads into this...R...
Thursday, February 2, 2012 by
The Super Bowl always garners gaudy numbers for their ad campaigns.
Now, we're getting prequel ad hype by some automotive brands,
intending to move customers' attention from digital video to the
large screen with teasers and themed commercials. They're utilizing
their own properties and YouTube to increase "watches" and
subsequent anticipation of their ad campaigns. It seems to be
paying off for Acura, with this ad boasting guest spots from Jerry
Seinfeld and and Jay Leno competing to be...Read...
Monday, January 30, 2012 by
There is no denying the fact that the internet has changed the
shopping process for consumers as they're influenced by online
search, display advertising, social media and online reviews to
more easily make buying decisions about the brands, companies and
products they want to purchase. This has always been the case in
the automotive world; people often went to the library to pick up
an issue of Consumer Reports to check out what kind of car they
should buy before schlepping to multiple...Read...
Tuesday, January 17, 2012 by
For online display advertising of all types, 2011 was a banner (no
pun intended) year. This segment (which includes rich media, banner
ads, online video and sponsorship) was expected to grow to 37% of
the market, according to the Internet Advertising Bureau's mid year
Advertising Revenue Report
. Then in Q3, the industry saw a
spike of 22% overall. So, online advertising is strong. Consumers
are taking advantage of the interactive media access points that
are availed to them through...Rea...
Friday, December 9, 2011 by
Once again, we're coming up on the end of the year - that time
between Thanksgiving and New Year Year's Eve when everyone seems to
be making their predictions about what's going to be hot or next in
the coming year. Digital marketers are no different and one of my
favorite publications, Mashable, has released a video of '5 Key
Digital Media and Advertising Trends for
Usually I hate to say I told you so, but if
you haven't been heeding the contents of this blog then, "I told
Monday, November 14, 2011 by
Hopefully you've heard, if you're a marketer or manager of any
brand, that Google+
just launched business pages.
Originally, pages were sent out to beta testers who sent invites to
friends and business associates to allow the Google branded social
network to grow organically.There were NO businesses allowed, from
the inception. A few months and about 20 million personal page
signups later, Google opened up Google+ to businesses, and the
digital marketing world couldn't be more abuzz with...Read...
Tuesday, November 8, 2011 by
Audience data has become increasingly important in digital
marketing, including online display, video, mobile and social
media. Data allows advertisers, agencies and web publishers to
optimize ad delivery, evaluate campaign results, improve site
selection and retarget ads to other sites. Data also enhances
the value of media to marketers by delivering their advertising
message to better-qualified prospects.With the growing reliance on
audience data for online advertising, many questions are...Rea...
Wednesday, October 26, 2011 by
Last week, I had the pleasure of participating in an automotive
panel at Rentrak's 4th Annual Industry Insights Forum in New
York. Their audience – mostly senior TV network and
affiliate executives, agency media planners, analytics and data
providers – agreed that TV is becoming more metrics-rich than ever
before, which is good news for a mature, entrenched advertising
ecosystem that finds itself in the throes of disruptive
technology.The concept of "best available screen" is
Thursday, October 20, 2011 by
After doing a month and a half North American tour of just about
every imaginable entity within the digital advertising ecosystem,
from mobile advertisers to social media agencies and industry
conferences, I have come up with this conclusion. Every year since
2006 has been "the year of mobile," but 2012 will be the "year of
video." The idea that storytelling is the most important marketing
trait since message clarity; mixed with higher engagement and
consumer immersion; with a touch of...Read...
Wednesday, September 28, 2011 by
Throughout September, I had the privilege to lead Day 2 of the Polk
Automotive Connections Summit 2011, titled, "Connecting Brands and
Audiences across Multiple Channels." The conference was well
attended and so far, feedback has been very positive. Despite the
diverse audience in three different locations (Long Beach, CA,
Southfield, MI and Park Ridge, NJ), I observed several recurring
themes about the challenges we are facing in today's automotive
digital marketing landscape.
- Technology is...
Wednesday, September 28, 2011 by
About six months ago, we at Polk decided to do a conference to tout
the virtues of multi-channel marketing in the automotive space.
This idea eventually materialized into what is now known as
. Day 2, the digital marketing focused
portion, was chocked full of excellent content with digital
advertisers from all channels and strata of the industry. The
day started off with Polk discussing the trends in digital
marketing and automotive market size. Then, Collective
Thursday, August 11, 2011 by
Since two-thirds of smartphone and tablet owners use them while
watching TV, then "take a picture of your tv" sounds like a
reasonable request - potentially even an ingenious one. The process
of moving eyeballs across channels to engage, entrust, and
eventually encapsulate a target market in the funnel of
communication could very well be the direction that digital
marketing is headed. In fact the majority of tech users, at all
stages of life, indicate multiple screens as complimentary...
Thursday, July 28, 2011 by
If you're a local business and/or have rarely advertised online
because of the complexity and time involved, then "man have I got
the solution for you." Just a couple of days ago, our good friends
at Google launched a new service that is very helpful to new
digital marketing practitioners looking to target local
now has a service called Express
. It's a quick and easy
process for getting a locally targeted ad placed online with
relative ease. But wait, there's more!...
Friday, June 10, 2011 by
In-Vehicle Infotainment (IVI) holds the promise of integrating all
things navigable, sociable and mobile...able into a vehicle. The
possibilities hold great promise. Acceptance and demand for
manufacturers to make cars with embedded systems has grown with an
increase in technology acceptance, and now the connected consumer
is expecting a connected car. Chrysler's UConnect
, Ford's Sync
, and BMW's iDrive
are all great
examples of systems that OEMs have installed to make the driving
Wednesday, June 8, 2011 by
I'm noticing that, in life, things tend to come full circle. Put
another way, the pendulum will swing back to the opposite side,
eventually. Whatever metaphor or analogy you want to use, some
behaviors or axioms make sense and no matter what external factors
temporarily change them - they always come back around. In digital
marketing circles, location is re-entering the lexicon as a
cornerstone of marketing strategy. There was a time in the early
oughts when the big buzz was about content,...
Thursday, April 7, 2011 by
In case you missed it, Google's Droid
Operating System (OS) is dominating smartphone
sales. The open Software Development Kit (SDK) and digital
marketing platforms allow developers to go wild making cool apps,
while hardware brands can tweak the software for differentiation
between phones, creating continuity and customization in one base
OS. More importantly, advertisers have found that working with the
Google technology is easier and potentially more lucrative, since
we learned last year...
Friday, February 4, 2011 by
Stuart Elliott recently reported in the New York Times that the
automotive industry could be buying the most commercial time of any
advertiser category during this Sunday's Super Bowl, vying with
beverages and movies for the top spot. There may be as many as nine
car brands, from economy makes like Chevrolet, Hyundai and Kia to
luxury market vehicles like BMW
and Mercedes-Benz, peddling their wares
during what is typically the most-watched television program of the
year.For the Chevrolet...