Interesting Media Thoughts: Drake Morton

Friday Round-up: Super Bowl Controversy,

Howard Stern, and ‘American Idol’

Here’s a round-up of some of the other important stories around the web that we didn’t cover this week:

Television

• American Idol producers want Howard Stern to replace Simon Cowell next season.
• Super Bowl Focus on the Family advocacy ad raises the profile of the big game as an ad venue.
• CBS expects record ratings for Super Bowl XLIV.
• Super Bowl marketers tie ads to social media.

(more…)

Need to Understand: Drake Morton

Digital to Account for 24% of

Marketing Spend 2010: Econsultancy

A new report by Econsultancy and ExactTarget, Marketing Budgets 2010: Effectiveness, Measurement and Allocation, finds that digital marketing will account for 24% of overall marketing spend this year. (more…)

Good Read: Drake Morton

Will Online Video’s Ad Revenue Ever

Surpass Search Advertising’s ?

by Ashkan Karbasfrooshan , Wednesday, February 3, 2010
Ever since Google launched text ads and adopted the pay-per-click model, search revenue paved the way for online media’s growth. Today, Google generates the bulk of its $24 billion in annual revenues from search ads. In turn, search ads account for 40% of all new-media spending.

Will that ever change? It depends. EMarketer defines search ads as:

• paid listings (next to a search engine’s organic results),

• contextual text links (alongside content pages) and

• paid inclusion (in organic results).

In December 2009, eMarketer released its latest projections for U.S. online advertising, projecting search and video advertising to grow to $15.8 billion and $5.2 billion respectively by 2014.

(more…)

Just in case you every asked yourself: Drake Morton

 

Good Read: Drake Morton

From Black Box to Legos:

Democratizing Behavioral Analytics

by Steve Smith , January 30, 2010

Back in the day…  Yeah, here I go again, waxing nostalgic for those early days of behavioral targeting when  someone like me found it  a lot easier to cover the field. Interview Bill Gossman at Revenue Science and Dave Morgan at Tacoda. Grab a few minutes with someone at Dow Jones or About.com  — and bam you had a feature story on that “new black art” of behavioral targeting. (more…)

 Very useful Information: Drake Morton

 How do your open and click

rates compare?

The closing paragraph

really puts this article in perspective.

These three drivers are the forces that are changing marketing. When I look at them for commonalities, one comes to mind: in each, we have to get better at knowing the people on the other side of the transaction. We have to spend more time understanding what influences our prospects’ buying decisions, how we can participate effectively in the process and how we can help satisfy their intent. All of this depends on us getting to know our prospects better. It’s not a “market”; it’s dozens — or hundreds, thousands or millions — of individuals. And we have to learn to have conversations with each of them.

The emotional bound of marketing: Drake Morton

The Shape of Marketing: 2010 & Beyond

by Gord Hotchkiss , Thursday, December 24, 2009 (more…)

A Must Read and Understand: Drake Morton

 Apple Succeeds Because Of Its Contrarian Ways

Wall Street Journal, The Big Money, Reuters
When Apple acquired music-streaming service La La Media for $85 million last week, it had nothing short of a new business model for iTunes in mind, write Ethan Smith and Yukari Iwatani Kane. Lala.com lets users buy and listen to music through a Web browser, and the new model would allow Apple to sell music through Web sites and search engines and not just at the online Apple store. But the plans are in the early stages, caution people familiar with them, and could change.

If thinking about altering a wildly successful business sounds a bit contrary to you, in “We Should All Get It Wrong Like Apple,” Jonathan Weber points out that Apple does none of the things that pundits always say you should do to succeed in the Internet economy. No blogging, tweeting, Facebooking, free samples, asking for feedback or engaging with the customer base for the sages from Cupertino. Why, they even do a heck of a lot of advertising in the dead-tree mediums, as well as broadcast TV and billboards.

What lessons are to be learned? 1. It’s all about good product. 2. Brand marketing still matters. 3. Real-time engagement with customers is not a required course of action.

Meanwhile, Reuters says that an Oppenheimer research note claims Apple will launch its long-rumored tablet personal computer in late March or April, with it manufacturers preparing to roll out as many as 1 million units per month.

(c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001

(more…)

 Great Information: Drake Morton

How Engaging Is Online Video?

NOVEMBER 25, 2009

Very

In October 2009, Eyeblaster reported that creative was the key to more engaging rich media ads.  Based on the research firm’s “Online Video Advertising: Doubles Engagement, Boosts ROI” bulletin, video grabs attention and has a lasting impact.

Rich media ads with video had a higher dwell rate than those without, and almost double the dwell time.

(more…)

Get it right: Drake Morton

It’s Holiday Season.

What If Your Emails Don’t Care?

by Mike May , Wednesday, November 18, 2009

If you thought inboxes were already cluttered, just wait until this year’s holiday season ramps up to full speed. Retail business are struggling to recover, while at the same time cutting ad and direct mail spending, and focusing more resources on ROI-heavy programs like email. It’s a perfect storm headed straight towards inboxes. (more…)