Media

This category contains 25 posts

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 »

Escaping Tunnel Vision in the New Year

By: Amanda Fiore Every year, whether we’re ready or not, Q4 rolls around, meaning one thing: enter tunnel vision. Tunnel vision can be defined as the tendency to focus exclusively on one thing, without taking into consideration the entire picture. During Q4, tunnel vision is seemingly inevitable: we’re wrapping up the entire fiscal year, in… Continue reading »

2017 Agency New Year’s Resolution

By: Lynnsey Rijos In such a busy environment as ours, it can be easy to fall into patterns, pick up bad habits, or invest energy on the wrong issues. In the new year, I encourage you to rethink your own patterns and bad habits, and meditate on what efforts you can make to go into… 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 »

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 »

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 »

Teaching an Old Dog New Tricks: Getting More Life Out of Your SEM Campaigns

As we race to the end of the season, it’s not uncommon to find some additional funds that can and should be used quickly; in many cases, it’ll be best to have a wide range of ideas and options available to you.. One of the first options that springs to your team’s mind will be… 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 »

Goodbye, Blockbuster.  Hello, Franchise Approach.

By: Amanda Fiore As the healthcare industry changes year over year, pharmaceutical companies must adapt to the ebb and flow. We have said goodbye to the “Age of the Blockbuster,” when high revenue-generating drugs took priority, bringing in at least $1 billion annually singlehandedly. Pharmaceutical companies typically launched one to two of these blockbuster drugs… Continue reading »

Don’t Throw Out The Programmatic Baby With The RTB Bathwater

Be honest.  When you hear the word “programmatic,” what’s the first thing you think of? If you’re like a lot of marketers, your brain might conjure up images of digital ads, ad exchanges, bidding algorithms and targeting personas.  And this is a problem. Digital has always had its issues with lingo and tech talk.  The… Continue reading »

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