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Posted by Zephrin Lasker
in Media Planning & Buying, on December 19, 2008 at 10:41 AM PDT
Earlier this week, the IAB issued lead generation guidelines for advertisers and publishers. This is important. As many advertisers move their dollars towards pay-for-performance advertising, they will shift their dollars towards search engine marketing and online lead generation.
There are already numerous recommendations and best practices in...
Posted by Jim Nichols
in Media Planning & Buying, on December 15, 2008 at 11:00 PM PDT
As we go into a softer economic environment, the temptation for advertisers to forego direct buys with publishers in favor of lower cost networks will be strong. But there are a number of pubs out there that offer something really distinctive -- worthy of the direct buy ad premium. I think these nine are really special. Some are smallish, some...
Posted by Jay Friedman
in Media Planning & Buying, on December 14, 2008 at 06:00 PM PDT
Watch this (http://tr.im/2a4y) and please tell me you're as shocked as I am. I've never met or spoken with Mr. Rothenberg, the IAB CEO, but I'm going to assume he's a very intelligent man given his position and importance in our industry. Why then, is the increasing complexity (and hence, advancement) of audience measurement and all...
Posted by Uwe Hook
in Media Planning & Buying, on December 09, 2008 at 03:00 PM PDT
One word dominated iMedia's Agency Summit in Palm Springs: Transparency. Transparency is the new Synergy or Integration. Transparency is the new marketing weapon to fight against shrinking media budgets, diminishing returns and the newfound people control of media consumption. Is this a new chapter in marketing history or just another buzzword...
Posted by Mario Sgambelluri
in Media Planning & Buying, on December 08, 2008 at 03:00 PM PDT
As technologies like ad exchanges, more sophisticated metrics and other technologies mature, it's natural for media planners to wonder whether or not their careers have much of a future. The short answer is, yes.
The main reasons? Machines can't solve mysteries or come up with killer ideas.
Speaking on a panel at this week's...
Posted by Uwe Hook
in Media Planning & Buying, on December 08, 2008 at 01:00 PM PDT
Don Epperson, CEO Havas Digital, described his vision for the future and it was mostly based on technology.
He sees the media business moving from planning on placement level to planning on the individual. Optimization will become part of the planning practice and, ultimately, he sees trading media as a commodity. Moving into the role of a...
Posted by Jim Nichols
in Media Planning & Buying, on December 07, 2008 at 07:00 PM PDT
For those who couldn’t come to agency day this year, I thought I would provide a synopsis of some of the play by play of what was by all accounts a great day and a wonderful beginning to the Agency Summit. So here are my nine key highlights, in the order that they came throughout the day.
9. People Came Together. The core activity of agency...
Posted by Jeff Hirsch
in Media Planning & Buying, on December 01, 2008 at 02:00 PM PDT
Over the last few weeks, we’ve watched the saga unfold as Web tracking company NebuAd and several of its ISP partners have been at the center of a $5million class action lawsuit claiming privacy violations. The lawsuit, filed by 15 angry online consumers whose Web traffic was tracked in detail by NebuAd’s technology, claims that the...
Posted by Zephrin Lasker
in Media Planning & Buying, on November 21, 2008 at 02:00 PM PDT
In the current state of the economy, the word “depression” is used more often in our newspapers than in a Prozac advertisement. Earlier this week, newspaper headlines reported bad news for the e-commerce sector – while six months ago, the industry was growing at a healthy clip of 15%, now it has slowed down to such a great...
Posted by Mario Sgambelluri
in Media Planning & Buying, on November 19, 2008 at 11:00 PM PDT
As GM falls to its knees (their stock today reached the lowest point since 1942), the world's biggest automaker told congress they would crank up digital ad spending to help turn things around.
"We're actually shifting a huge amount of our ad budget that remains to digital marketing which is less expensive and more efficient," GM chief...
Posted by Brad Berens
in Media Planning & Buying, on November 14, 2008 at 10:54 AM PDT
Suzanne Vranica's Wall Street Journal article from earlier this week is worth a look by all digital media people: "Tough Times Complicate the Case for Buying Super Bowl Ads" (subscription required).
Yes, it's true: in the face of a global economic collapse that is taking down mega-corporation after mega-corporation and causing CEO's...
Posted by Jeff Hirsch
in Media Planning & Buying, on November 12, 2008 at 01:18 PM PDT
In past economic downtimes, independent research has demonstrated that the businesses who increase their advertising spend during difficult times are the ones who survive and thrive afterwards. Jeremy Mason, in our UK office brought this site to my attention and I thought it would be good to share...
Posted by Sudhish Shetty
in Media Planning & Buying, on November 05, 2008 at 05:38 PM PDT
For most of us, the Internet has changed the way we work, communicate or even shop. It has opened up a whole new world of opportunities. However, while most of us are trying to keep pace with the ever changing Internet, not many of us are aware of the next cycle of changes that are waiting to happen.
We know the Internet will soon change because...
Posted by Jay Friedman
in Media Planning & Buying, on October 31, 2008 at 10:55 AM PDT
This is not a hatchet job on the old guard of online data. Think of it as more of an invitation to folks from comScore and/or Nielsen to help educate us on why it's worth still paying for their services. Not sure where I'll host this panel, but if these folks are willing to appear, I'm sure I can get leaders from Quantcast, Compete,...