This category contains 107 posts

Accelerated Mobile Pages (AMPs): Should Pharma Companies Take Advantage?

Late 2015, Google announced the Accelerated Mobile Page (AMP) project within search to encourage improving website user experience on mobile. AMP is a Google-backed, open source project designed for publishers to take advantage of accelerated page loading speed (pages are meant to load instantly) on mobile devices.  40% of people abandon a website that takes… Continue reading »

Local Market Nuances

By: Cindy Seebeck Seasoned local market buyers, cultivate sales relationships in the markets they cover so that they can, by extension, have on-the-ground intelligence about the market – almost if they were living there.  This knowledge, bestowed upon them by their sales reps, is invaluable as they navigate the nuances of their markets.   Over the… Continue reading »

Hiding Behind Garden Walls

When have walled gardens ever been good for digital advertising? As an industry, we are doomed to repeat our history with walled gardens because we haven’t learned from it sufficiently.  The truth is that most ad-supported walled gardens end up dying after marketers struggle to measure them and either can’t come to any meaningful conclusion… Continue reading »

Q&A with Smart AdServer CMO, Corey Kronengold

1) Smart AdServer talks about being a ‘true tech provider,’ rather than a media player. What’s the difference? CK: That’s an important distinction for Smart. So many companies in the ad-tech space obfuscate their true businesses with marketing spin. Smart AdServer is a pure-play technology provider. We provide publishers and ad networks with the tools… Continue reading »

Do The 4As Transparency Guidelines Go Far Enough?

If agencies are transparent about media they’re reselling to their clients, is that enough? The 4As recently announced that member agencies failing to adhere to their transparency guidelines could end up purged from the organization.  That’s a harsh penalty that will, no doubt, make agencies think twice about opaque arrangements that allow them to earn… Continue reading »

The Importance of Radio in the Overall Media Mix

I’m not part of an agency creative team, rather a media professional that has over the years worked closely with the creative department at various agencies.  Sometimes, the creative department can go into an assignment thinking radio creative isn’t very sexy.  They think it’s limiting in its execution; “you can’t win any big CLIO awards”… Continue reading »

So You’ve Hired A Media Agency! Now What?

By: Amanda Fiore As a client, hiring an agency to plan, negotiate, buy and execute media to support your brand and help achieve its business goals can be a large but rewarding task. So now that you’ve hired an agency, what’s next? Which marketing responsibilities does the agency take on, versus the internal client team?… Continue reading »

How Do We Begin the Healing?

Predictably, in the wake of reports and recommendations to the ANA by K2 and Ebiquity on agency transparency, and subsequent reactions and rebuttals by the AAAA, nobody has been able to agree on a course forward. There’s an elephant in the room, though, one that pundits have touched on but haven’t exactly told us how… Continue reading »

How to Filter Bias from your Media Plans

  On our way to becoming media generalists, we are first specialists.  And the medium we first specialize in can hold a special place in our hearts like a first summer crush. But solid rationale and a wide range of considerations are the drivers of successful campaigns, and letting our feelings get in the way… Continue reading »

Dismantling Accordion Media

“It does this,” he said, pulling his hands apart and then clasping them together repeatedly.  To me, it looked like he was playing an invisible accordion.  I was at my first agency gig, and this was one of my coworkers explaining how media planning and buying functions move from centers of excellence within a holding… Continue reading »