'Media Planning & Buying' Category

Digital Ad Crimes Infographic: Click Fraud, Brand Safety & Viewability

Posted by Joseph Vito DeLuca on April 23rd, 2015 at 4:20 am

It’s no secret that digital continues to eat up more and more ad spend. According to a report published by Carat, $129 Billion is expected to spent globally on digital advertising this year, with mobile, video and programmatic being key drivers.

However, digital ad adoption hasn't been met without challenges. Among the major concerns are ads appearing next to risqué content, ads out of view and fraudulent traffic. The infographic below created by Yieldr breaks down these "digital ad crimes," who the perpetrators are and offers up preventative measures.

Marijuana Industry Growing Like A…Well…Weed

Posted by Neal Leavitt on April 22nd, 2015 at 12:54 pm

“Dave’s Not Here Man”
--Tommy Chong
“They’ve Outlawed the Number One Vegetable on the Planet”
--Timothy Leary

Grass. Pot. Weed. Ganja. Reefer. Wacky tobaccy.
The monikers are infinite.
And apparently, so is the growth potential of the burgeoning cannabis industry. GreenWave Advisors, a marijuana research and financial analysis firm (could anyone have remotely envisioned such a firm a decade ago?) prognosticated last year in a report that if the federal government and all 50 states legalize recreational marijuana, it could be a $35 billion annual business by 2020.
While that’s probably a Rocky Mountain High pipe dream for the near future, another cannabis industry investment and research firm, Oakland, CA-based ArcView Group, said that the U.S. market for legal cannabis almost doubled from $1.5 billion in 2013 to $2.7 billion last year. ArcView also predicts that by 2020, another 14 states will legalize recreational marijuana and two more states will legalize medical marijuana.
Currently four states – Alaska, Colorado, Oregon, and Washington – have legalized retail marijuana; Washington D.C. voters legalized recreational use but sales are still illegal.
Erik Devaney, writing in HubSpot, said it’s not just marijuana growers, distributors and dispensaries comprising this potentially lucrative landscape.
“It’s also fertilizer companies, and lighting system... Read more

Humanizing eCommerce

Posted by Josh Shatkin-Margolis on April 13th, 2015 at 8:23 pm

We live in an extraordinary time.  Technology is improving faster than ever and the rate of advancement is only increasing.  The bulk of that progress is on the internet and a huge portion of the internet continues to focus on commerce and socializing.  However, something is amiss—the very technologies that are meant to improve our lives seem to be the very ones hindering them.
Now, I’m not going to try and convince the younger generations that spending 5 hours and 46 minutes a day online or texting 5 times more often than we make phone calls, does not bring you closer to your friends and loved ones.  I’ll leave that to J.K. Simmons.  I’m a somewhat introverted person, so I enjoy the peace and quiet as everyone taps away.
What I am going to talk about is money.  All businesses, even the ones run by this latest generation, want to make more money.  You may not realize, that 93.6% of all purchases are still made in brick-and-mortar stores.  Even if we look at millennials alone, they make 75% of their purchases in actual stores.  So while the latest websites offer amazingly fast shipping, easy returns, great discounts, amazing search engines, and some of the most advanced digital marketing techniques to help guide our interest, the brick-and-mortar stores are left by... Read more

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Posted by Rick Mathieson on April 4th, 2015 at 1:11 pm

Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (CONCLUSION): UNCERTAINTY CERTAIN
(Approx: 3:29)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air

What a 9-year-old taught me about marketing with digital video

Posted by Kent Lewis on March 24th, 2015 at 9:17 pm

Nearly three years ago, I wrote The Ultimate Guide to Video Marketing on YouTube. I understood relatively early on in the growth curve of digital video and YouTube that both would play a significant role in the future of marketing. A year or more ago, however, a 9 year-old helped me see the true potential of digital video for sales and marketing.
With roots in search engine optimization (SEO), I’ve long extolled the virtues of YouTube, as the world’s second largest search engine. Unfortunately, the full potential of the video social platform didn’t fully come into focus until my son shed light through his interest in skateboarding and bracelet-looming.
Last Spring, I noticed my son’s rubber band bracelet creations were getting increasingly complex. I also noticed his skateboard knowledge and abilities improved drastically in a short period of time. I asked him how he learned these new skills and he replied “YouTube.” Like many other young web surfers, my son was using YouTube as his PRIMARY search engine and educational tool.
I quickly realized that my son was not alone in relying heavily on YouTube videos as a primary if not sole information source. If he was searching YouTube for “how-to” videos on... Read more