This category contains 11 posts

People of Ad Tech: Blackwood Seven North America CEO Mark Zamuner

Blackwood Seven North America CEO Mark Zamuner (whose company TWO NIL recently merged with EU-based Blackwood Seven) tells WIT Strategy Partner Bill Brazell that Artificial Intelligence can now inform media plans with client-transactional and media-placement data, benchmarking predictive results to actual results. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: ThinkVine CGO Matt Nitzberg

ThinkVine Chief Growth Officer Matt Nitzberg tells WIT Strategy Partner Bill Brazell that, as Matt recommended in a recent AdExchanger column, brands should be careful to avoid making the mistakes some made when online advertising began. Rather than focus on low CPMs, Nitzberg argues, brands should prioritize the effectiveness of their marketing dollars. Music: “Morning… Continue reading »

Far From Dead: Three Ways The Banner Is Evolving

Digital strategy agency Morpheus is a monthly contributor to The Makegood. This column was composed by Kate Godlewska, Senior Media Strategist. It’s no secret that native ads are the biggest trend in innovative ad formats. Advertisers’ infatuation with them is warranted as the native format promises to seamlessly integrate with relevant content in a non-intrusive,… Continue reading »

NAI’s Marc Groman on Setting and Keeping High Standards in Online Advertising

Marc Groman is President and CEO of the Network Advertising Initiative (NAI), the leading self-regulatory association exclusively focused on third-party advertising online and in mobile. As President & CEO of NAI, Marc Groman leads the organization’s growth and ongoing efforts to develop and maintain high standards for Interest-Based Advertising. The Makegood recently spoke with Marc about his past… Continue reading »

Lazy PR Doesn’t Do A Brand Good

Milk, it does a body good. We all know this to be true. But what does it really mean? Well, if you think about it, it’s a saying that could be easily transferred to the PR industry. Making milk a staple of your daily diet is just as important as embedding strategy and goal-oriented results… Continue reading »

Four Meeting Protocol Don’ts

  A recent string of bad behavior has made me think it’s time for another column on business protocol.  Let’s talk about setting up meetings, shall we? Protestations of the programmatic crowd notwithstanding, the media business thrives on meetings.  A salesperson believes they have an advertising venue, bit of ad technology or new service that… Continue reading »

Programmatic Display Blunders Its Way Toward Scale

“Let’s just see how big we can get before we get bad.” – Jay Chiat Of course, Chiat was talking about his company and the extent to which he could scale it before size started to affect the quality of the work product.  I’d like to apply that quote to programmatic display campaigns, and offer… Continue reading »

David & Goliath’s Seema Miller on the Importance of Strategic Planning

Seema Miller is the newly appointed Executive Director, Head of Planning at David&Goliath, a full-service, independent creative agency based in Los Angeles. Miller most recently served as Head of Strategic Insights for JCPenney in Dallas. During that time, she restructured the research team into insights and strategy centered on seeking truths and telling compelling brand stories. At David&Goliath… Continue reading »

Working Media No Longer Works On Its Own.

Working Media no longer works on its own.  This is far greater than a media buying challenge.  It is actually one of the biggest issues facing every marketer today regardless of size or industry. We used to maximize the ratio of working to non-working as best we could. Non-working media includes costs related to production,… Continue reading »

A Note On Digital Metrics

Morpheus Media, the digital media and strategy agency, is a monthly contributor to The Makegood. This column was composed by Dave Surgan, Manager, Digital Media Communications. Last week I heard a familiar grudge that digital media does not have enough hard metrics to justify a shift in marketing budgets. It’s true, mass media can provide… Continue reading »