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This category contains 21 posts

Being Careful with Mobile Interstitials

By: Jess Carson I know, it seems like every two seconds the “all-powerful” Google is updating its algorithm to further enhance user experience (which is the holy grail because, let’s face it, users are difficult). Back in August of 2016, Google announced that it would start “cracking down” on “intrusive interstitials” (say that three times… Continue reading »

Fact or Fiction? The Dangers of Fake News in Advertising

By: Jason Gee In 2016, that question became a lot harder to discern, especially when it came to which news articles were authentic or fake. Traditionally, major news networks (e.g., NBC, ABC, CBS) and newspapers (e.g., The New York Times, The Washington Post) would be the leaders in news publishing, and most would agree that journalistic reporting… Continue reading »

Surviving Shifts in ROI Modeling

Marketers have long struggled to institutionalize measurement and ROI models for new media, often adopting approaches that roll out across the organization. These measurement models are shaped by the goals that advertising programs are crafted to address, the technology that can be brought to bear on measurement, and even the marketer’s view of the role… Continue reading »

More Marketing Lessons from the 2016 Election

Did social listening lead political pundits down the wrong path during the election? A few weeks ago, I wrote a piece on the marketing lessons we can all learn from the 2016 U.S. general election, knowing that there were many more to come. One of the biggest lessons since learned concerns social listening, its current… Continue reading »

You Can’t Win If You Don’t Compete – Why Competitive Search Campaigns Are A Must for Advertisers

By Amanda Fiore and Oliver Nelson  Competitive paid search campaigns should always be a cornerstone consideration for your SEM campaign. While many industries understand the advantages of bidding against competitive terms we find healthcare and pharmaceuticals, in particular, continue to lag behind in their employment of these campaigns; we’re shocked each time we transition existing… Continue reading »

The Power of Local Markets

While traveling for the up-coming Thanksgiving holiday, take close account of your surroundings for tips on how to be a better planner and/or buyer.  There are generally several nuances that you can pick-up on while traveling that you can tap into when it comes time to write and execute your media plan.  Here are a… Continue reading »

Telemedicine: A New Level of Patient Care

Do you live in a location where the nearest hospital is 30+ miles away? Do you live a busy, hectic lifestyle where normal doctor hours are not conducive to your schedule? Are you, or someone you know, incapable of physically going to see a doctor on a regular basis? Answering yes to any of these… Continue reading »

Marketing Lessons from the U.S. Election

Depending on how you voted, you’re either cheering this week or you’re doing your best to cope with the nation’s choice for President of the United States.  But whatever your political leanings, there are several important takeaways from this election cycle that we can apply to our own campaigns.  Let’s share some learning in 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 »

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 »

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