Tagged 'online advertising'

Legal concepts every social media marketer should know: Part IV – User Generated Content (Content Treasure Trove v. Legal Pandora’s Box)

Posted by Fernando Bohorquez Jr. on September 30th, 2013 at 10:00 am

This post is co-authored by Alan M. Pate
The most valuable resource in a marketing campaign can often be the very audience you are trying to reach. “User generated content,” or UGC, be it in contests, promotions, sweepstakes, or crowdsourcing, has become an ubiquitous part of online advertising today. Companies are relying on their customers to design their logos, produce their commercials, and even Dub their Dews. In this fourth installment of “Legal concepts every social media marketer should know”, we’ll cover the essentials for online marketers incorporating user generated content in their campaigns. Be sure to also check out “Legal concepts every social media marketer should know: Part I – The Privacy Problem (With Big Data comes Big Responsibility)”, “Part II – Rules of the Road for Online Advertising (The More Things Change, the More They Stay the Same)” and “Part III – Use of Third-Party Images, Graphics, and Content (Something Borrowed, Something New, Something that Just Might Get You Sued)”.
Part Four: User Generated Content (Content Treasure Trove v. Legal Pandora’s Box)
Companies are looking for online interaction with customers, a solid presence on social media, and other dynamic ways to connect with potential consumers. Often, this means campaigns and their... Read more

Legal concepts every social media marketer should know: Part III — Use of third-party images, graphics, and content

Posted by Fernando Bohorquez Jr. on September 11th, 2013 at 6:00 am

This post is co-authored by Alan M. Pate.
It’s often said that imitation is the sincerest form of flattery. But when it comes to running an online marketing campaign or social media site, imitating (or straight-up copying) other peoples’ content can be the quickest way to an expensive lawsuit. In this third installment of “Legal concepts every social media marketer should know”, we’ll run down the best practices for digital marketers using third-party content in their campaigns. Chances are, whether it’s your website design, the models in your ads, or even the code in your mobile app, somewhere, somehow, your campaign may include content licensed or purchased from a third-party. A little knowledge of the common pitfalls in using third-party content can go a long way in ensuring your campaign doesn’t get derailed by a lawsuit or the threat of one. Be sure to also check-out “Legal concepts every social media marketer should know: Part I -Consumer Privacy" and “Part II: Rules of the Road for Online Advertising” and stay tuned for the last installment on user-genrated content.
Part Three: Use of Third-Party Images, Graphics, and Content
Word to the wise – if you think dealing with legal is a pain,... Read more

Full Service vs. Self Service

Posted by Bill Guild on August 27th, 2013 at 12:06 pm

Marc Grabowski, COO of Nanigans recently posted an article touting the benefits of a self-service model for trading desks.  Grabowski claimed the benefits associated with self-service trading desks include: cost savings, data protection, speed to market, creation of core expertise for your brand, and consistency of account teams.  All these benefits may be achieved through self-service, but full service offerings also offer a number of similar benefits.
To consider how full service stacks up against self-service trading desk models, we first need to define what full service means. Let’s consider full service to be services sufficient to manage and optimize a programmatic campaign such that only an IO is required from the client. These services include development of the technology platform and both technical integration and a business arrangement with any third parties that may be part of the solution.  The benefits of full service are highly dependent on the provider, but we will attempt to analyze the benefits of the general approach rather than the advantages of any specific provider.
Expertise Core to Your Brand
Of course, the in-house operators of a full service provider will be experts in operating the system, but expert operators can be hired or developed in other... Read more

Legal concepts every social media marketer should know: Part II — Rules of the road for online advertising

Posted by Fernando Bohorquez Jr. on August 26th, 2013 at 6:00 am

This post is co-authored by Alan M. Pate.
As long as we have sold stuff, we’ve used images or stories to help sell them. As Calvin Coolidge of all people once said in one of his rare Don Draper moments - “Advertising ministers to the spiritual side of trade.” And just like most other aspects of trade, advertising has long been subject to a number of rules and regulations so that the consuming public isn’t totally taken for a ride. In most cases, traditional advertising rules have been relatively straightforward—tell the truth, don’t trick consumers and back up your claims. These basics have stayed true to form thru the evolution of print, radio and TV. With the advent of online and mobile advertising, although the medium may have changed, the basic principles remain constant. In this second installment of Legal Concepts Every Social Media Marketer Should Know, we’ll examine these fundamentals in the context of the regulations and guidelines specific to online and mobile advertising. Be sure to also check-out our earlier post Legal Concepts Every Social Media Marketer Should Know: The Privacy Problem - With Big Data Comes Big Responsibility and stay tuned for the next two installments.
Part... Read more

Legal concepts every social media marketer should know: Part I — Consumer privacy

Posted by Fernando Bohorquez Jr. on August 12th, 2013 at 6:00 am

This post is co-authored by Alan M. Pate.
There are three things a social media website operator or digital marketer probably hates to hear most before  launching an online ad campaign: 1. Can you make this go viral?; 2. How many likes/tweets can you get?; and 3. Did you run this by legal?  As attorneys, we are pretty familiar with the last one and are no strangers to that “oh man” grimace. Social media teams associate legal sign-off with at worst compromising creativity and at best a necessary evil. We are here to say – however - that contrary to your marketing predilections, a little legal knowledge up front can actually help with the final product by incorporating some basic legal concepts into your projects from the get-go.
This article doesn’t aim to be a textbook on the “Law of the Internets”. We know you wouldn’t read it if it was (and we wouldn’t have any fun writing that so what’s the point.) Rather, this article is a straight up summary of legal areas you should be aware of because they ultimately affect your business and bottom-line. Some basic knowledge of the relevant legal landscape up front may help save time, money... Read more