themakegood

themakegood has written 73 posts for The Makegood

Is Your Media Plan Overlooking the Opportunity in Radio?

I’ve come to accept the fact that digital advertising in all its forms is the medium of choice for many marketers these days. Digital has been the recipient of innovations such as animated banners, video integration, smart watches, Social Media, and in App Ads that have taken the medium beyond its creative, targeting and tracking… Continue reading »

Join the Tinfoil Hat Brigade. We Have Cookies.

While I hate to make it seem as if I’m throwing in with the Tinfoil Hat Brigade, I did want to mention two rather disturbing trends the digital ad industry ought to take note of, pronto. The first is a decidedly weird black box-ness regarding tracking methodology.  Prior to the rise of mobile, ad sellers… Continue reading »

Viewability Affects Digital Brand Advertising More Than DR

With fraud and viewability making splashes in the digital advertising trade press, I find it curious that nobody seems to be talking about how different types of digital campaigns are affected by them in different ways. If you’re running a direct response campaign, you might not even care about fraud or viewability, particularly if you’re… Continue reading »

Does Your Agency Have an RFP Checklist?

Several weeks ago, I posted “Why prospective clients sometimes don’t get what they ask for with RFPs” which outlined top items I think a prospective client should include in an RFP. Then it occurred to me that agencies should also have a must-do list that they should follow when responding to RFPs.  So, below is… Continue reading »

Is The Home Page Really Dead?

As soon as you hit a content page, the begging starts.  “Join our e-mail list.”  “Like us on Facebook.”  “Share with your friends.”  The begging usually starts with a page overlay, although an ad might be shown at the same time.  Some sites even throw up a paywall or subscription request. What would make publishers need… Continue reading »

So, You’re Still Not a Gemini?

Back in May I wrote a preview outlining some of what we could expect from the revised partnership agreement between Yahoo! and Bing while advising clients and agencies to not to let the opportunity to jump in ahead of other advertisers slip away. Unfortunately, between the large percentage of advertisers still unwilling to embrace Bing… Continue reading »

Four Ways to Prepare for the Post-Flash World

  While some might argue that Flash has had one foot out the door for some time, Google, Mozilla, and Amazon indisputably delivered the killing blows this summer. In June 2015, Chrome introduced an update that will “intelligently pause” Flash animations, which means that starting in September, all Flash-based ads will appear as a static… Continue reading »

Could Ad Blocking Be The Best Thing To Happen To The Internet?

Between a report on ad blocking recently released by Adobe and PageFair, and the news about Chrome blocking Flash, anxiety over the percentage of ads actually reaching digital users is certainly understandable. That report puts ad blocking software on the devices of over one-quarter of U.S. Internet users.  Do keep in mind that PageFair is… Continue reading »

Marketing Lessons from LinkedIn

I will preface this entire post with the fact that I am a card-carrying LinkedIn advocate. Playing both job- and talent-seeker at various points in my career, it has become my sole networking tool and a comprehensive resume replacement. My profile page is a highly-curated collection of personal statements, professional experiences and accolades, and business contacts. This… Continue reading »

The Power of Stories: Balancing Publishers and Marketers

By: John Weisgerber, SVP Sales, GumGum   I love bringing stories to life. Not in the sense of animating text, but rather in taking a message and providing the structure and platform for it to be fully realized. This is what initially drew me to content publishers. When I was working for a fashion publisher,… Continue reading »

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