Tagged 'contextual'

5 Mobile Rules from Top Marketers

Posted by Jonathan Gardner on August 14th, 2012 at 6:31 am

Portions of this article appeared previously on Mashable.com.
Let’s face it: mobile advertising still has a long way to go. Facebook finally announced its latest and greatest mobile-ad effort last week, but smart industry folks say it still leaves much to be desired. And even though more money’s flowing toward mobile, the dollars spent on mobile marketing still don’t come close to aligning with the amount of time we spend with smartphones in hand. In fact, some say that the only reason mobile pulls in ad spend is because it’s so  damn cheap.
Even so, it seems inevitable that mobile’s share of spend will continue to increase – if only because it already owns such a significant share of mind. Mobile also has serious potential to perform for marketers. A Nielsen report out this week showed a shorter time to purchase and dramatically higher purchase rates among mobile consumers. And leaders at trailblazing agencies are putting serious effort into setting the mobile agenda for the rest of the marketing world.
Mobile has transcended its role as a connection and convergence device. In the words of Starcom MediaVest Group’s Jesse Missad, “it will be part of every communications plan.”
I spoke with Missad and... Read more

Why Relevance Rules Digital Marketing

Posted by Jonathan Gardner on January 24th, 2012 at 12:02 pm

When you look at the buffet of content available to us these days – from every conceivable source, on every established and emerging platform – you might think that content remains the manna of digital marketing that it once was.
It’d be an understatement to say that brands have embraced content creation as a marketing strategy. Branded content has become a staple of cross-platform, integrated marketing campaigns everywhere, as a nearly fail-proof way to engage consumers, and turn them into customers. As industry analyst Rebecca Lieb said recently, every single one of the major brands she speaks with is increasing its production of original content.
But am I alone in thinking that maybe it’s enough already? Sooner or later, some savvy startup or sprawling conglomerate has to realize that the long tail is losing its appeal. More isn’t always better, as Sheena Iyengar said in her awesome TED Talk. What we need isn’t customization, but relevance.
So how can we, as marketers, deliver the relevance customers want and need? How can we ensure that our content – whether it’s an article, an ad, or an image – reaches the right consumers in the most relevant and meaningful way?
Behavioral targeting gets part of the... Read more

The 2012 Survival Guide for Publishers

Posted by Jonathan Gardner on December 19th, 2011 at 9:00 am

It has been a bumpy few years for online publishers, and the roller-coaster ride will continue. But there's real money to be made, thanks to the potential of new ad formats and new ad technologies.

5 Ways to Prevent a Holiday Marketing Hangover

Posted by Jonathan Gardner on November 16th, 2011 at 10:06 am

Holiday madness has made many an excellent marketer lose their head. Listen to some expert advice and best practices to get you through to the new year with maximum brand lift and conversions!

The shift is on all right, but they have it all wrong.

Posted by Alex White on May 6th, 2011 at 7:27 am

Recently an unsolicited email hit my inbox from a company that referenced “a recent report” saying that the majority of advertisers plan on using audience data instead of content this year.  There was no source, and when I finally located the report, it was clear that this wasn’t what was stated.  Here is what the report did say: Nearly all advertisers and agencies said they plan on using audience targeting this year. Duh! And, they claimed, if advertisers and agencies had only one targeting choice, they would choose audience over content.
It’s a good thing that they don’t have to choose.
News Flash!
Brands are not buying audience instead of content. They are buying audience IN ADDITION to content. The smart ones are at least.
There is a lot of misinformation out there, and as a buyer of media I can see why this digital display advertising industry is so confusing. The fact of the matter is behavioral targeting works. It’s great, and when used in an integrated fashion with other tactics it can provide meaningful results in the overall campaign. But by no means is this the holy grail of advertising, nor can it bring massive brand budgets online in a meaningful way.
The... Read more