Content Marketing

This category contains 23 posts

People of Ad Tech: Grapevine CEO Brendan Lattrell

Grapevine Founder and CEO Brendan Lattrell tells WIT Strategy Partner Bill Brazell that he left his job as a TV producer when he saw YouTube videos garnering more viewers than TV shows. Lattrell sees Influencer Marketing as the best solution to ad blocking and falling ratings. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Nudge CEO Ben Young

Nudge Cofounder and CEO Ben Young tells WIT Strategy Partner Bill Brazell that measuring the effectiveness of online marketing content is tricky. Moreover, contrary to conventional wisdom, many consumers prefer longer content. Young also describes an American business quirk that surprised him when he moved to NYC from New Zealand. Music: “Morning Rays” by Jim… Continue reading »

Content Marketing Deserves Paid Support

By: Tom Hespos Websites.  Facebook pages.  YouTube channels.  Mobile apps.  What do they all have in common? They all represent investments made by brands over the years that had the tendency to be unsupported and thus never saw the light of day. In the mid-1990s, as many brands and companies established their first websites, agencies… Continue reading »

People of Ad Tech: NewCo CEO John Battelle

NewCo CEO John Battelle was there when HotWired put up the world’s first banner ad, and his bestselling business book “The Search” explained how Google and its rivals transformed our culture. Now the Sovrn Holdings chairman and Axciom board member tells WIT Strategy Partner Bill Brazell that ad tech is the processing layer for the… Continue reading »

People of Ad Tech: trueffect CEO Alex Yoder

Trueffect CEO Alex Yoder tells WIT Strategy Partner Bill Brazell that brands are now able to use data to avoid reaching consumers in ways that may be unhelpful or even unnerving. By capturing customer identification, trueffect determines the best way for a brand to interact, and serves content appropriate to that brand. Brands can now… Continue reading »

People of Ad Tech: gShift CEO Krista LaRiviere

gShift Cofounder and CEO Krista LaRiviere tells WIT Strategy‘s Bill Brazell how brands and agencies use her company’s web presence analytics platform to track a brand’s presence on the web and decide what content to send out. LaRiviere says gShift will soon enable brands that publish in many different social channels to compare the strength… Continue reading »

Finding Marketing’s Pot of Gold in Search & Social

As the myth goes, if you follow a leprechaun to the end of the rainbow, you’ll discover his pot of gold. This isn’t unlike the marketer’s quest to understand the elusive customer journey. With St. Patrick’s Day around the corner, here are some recommendations for achieving the most effective digital marketing campaign results. Guinness or… Continue reading »

People of Ad Tech: John Shankman of Hashtag Labs

John Shankman of Hashtag Labs explains how his company develops content and negotiates the ad-tech world on behalf of independent publishers.

Plant The Seeds for Success in Native Ads

When you go to a grocery store these days, you’re more informed. It is a product of the age we live in; you can research where your vegetables were grown, and farmers and producers gladly extoll the narrative of the care and thought they put into what you are eating. There’s value in what they… Continue reading »

Why Is The Internet Overrun With Clickbait?

Early in my career, I was analyzing some digital campaign data across multiple clients, trying to glean an insight or two we could put into a best practices document.  With the help of my boss, I found it. At the time, Click Through Rate was king and most advertisers were treating digital like a direct… Continue reading »

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