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Tuesday, February 24, 2009
FREE Marketing Video | NEW!! FEATURED VIDEO
OPENForum.com
spoke with Inc 500 honorees to find out what makes these business owners so successful. Here, Dana Jones, CEO of
Wildon Solutions, talks about the most important marketing resource for her management services company — the people
she hires. CLICK TO VIEW |
Monday, February 23, 2009
Advertising and Marketing News This WeekMarketers seek more granular commercial-viewing infoThe C3 ratings from Nielsen
offer marketers a look at how ad-skipping is affecting commercial viewing on a program-by-program basis; now, however, marketers
are hoping for even more targeted data about the numbers of viewers watching individual ads. A shift to rating individual
ads would require new standard coding, according to this article, and it remains to be seen whether ratings service Nielsen
or advertisers themselves would be willing to invest in such a change.
Company looks to bring digital ad models to traditional mediaSpot Runner is attempting to
bring cutting-edge, Web-based media buying systems and technologies to traditional media such as television. "We're
dealing with an industry that's fairly antiquated," said Nick Grouf, CEO of Spot Runner. "We're hoping to
use technology to accelerate their path to an addressable world."
Marketers still willing to pay for online ads that work
Although some analysts are
citing dropping CPM rates and unsold display ad inventory as a sign of bad times for the online ad segment, smaller, targeted
sites are able to charge a much higher average CPM rate, and sites that use cost-per-click or cost-per-action as their metric
are posting growth even during this downturn, according to Jeffrey F. Rayport, founder and chairman of Marketspace, a digital
strategy and customer experience firm associated with Monitor Group. "It's what we might call accountable media:
advertising you pay for only when it works," Rayport writes.
Poll: 8 in 10 marketers pick e-mail as top performer
Some eight in 10 marketing
executives rank e-mail as a top performing ad vehicle, while 56.8% picked search and 42.1% chose online display as leading
performers, a new poll by Datran Media has found. Nearly 33% of those surveyed said TV, print and traditional media performed
the best, while 32.1% selected direct mail, 22.9% singled out social media and 9.2% picked mobile.
Scripps courts ad community with upfront tour
Scripps Networks will emphasize
the advertiser-appeal of cable channels such as HGTV and Food Network in an upfront tour for media buyers and clients that
takes off in mid-March in Boston. Despite the dicey economy, Scripps is in a unique position with advertisers because it offers
so many possibilities for product integrations and branded content, a company official said.
Yahoo! adds images, video to paid search listings
Yahoo!'s new Rich Ads in
Search program is a hybrid offering that incorporates images and video in paid search listings. "It moves the advertising
experience from just the blue links, to a more engaging experience for advertisers," said Tim Mayer, Yahoo!'s VP
for search monetization and distribution.
Minneapolis police boost image with branding campaign
A campaign by Kazoo Branding
for the Minneapolis, Minn., Police Department included a redesign of squad cars, an emphasis on service in recruitment materials
and a new slogan: "To protect with courage, to serve with compassion". The campaign, which aimed to buff up the
department's image as a way to bolster minority recruiting, paid off with a class of recruits this year that is 50% minority.
Mobile ads still a work in progress
There's a lot going for
mobile Internet ads -- the ubiquity of mobile devices and the possibility of location-based ad targeting and interest from
marketers. However, mobile screens are small and won't withstand much ad clutter and there is as yet no standard for the
design and placement of mobile ads.
Tracking the "paycheck cycle"
CPG manufacturers are taking
a harder look at how cash-strapped consumers shop, noting that purchasing spikes coincide with the beginning of the "paycheck
cycle," when more money is available. Marketers are using these insights to make decisions about inventory and promotions.
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