media

This tag is associated with 51 posts

Knowing When To Stop Negotiating

By: Cindy Seebeck Broadcast buyers count themselves among some of the best negotiators in the media business, but negotiation means a lot more than simply getting the best price for a schedule. Did you know that over focusing on getting the best price can put you at higher risk of preemption and keep you from… Continue reading »

Digital Marketing to the Ultra-Rich

If you’re marketing to the ultra-rich, don’t expect much of the market research conducted against “affluents” to be much help. Occasionally, a marketer will be called upon to find ways to reach the not-merely-rich set.  Not the folks considering a Maserati automobile or a Rolex watch, but the kinds of people who might consider purchasing… Continue reading »

What Ever Happened To Virtual Reality?

By: Lynnsey Rijos We all know the rules of supply and demand. The success of a product or brand is dependent upon the demand in the market. The demand for virtual reality (VR) technology, however, does not seem to be high. While millennials and the subsequent generation are the first to embrace this innovation, VR… Continue reading »

Four Things You Can Do Right Now To Protect Against Undisclosed Agency Rebates

By Tom Hespos The results of an ANA probe on agency rebates have come back, and while details of those results have yet to be made public as of this writing, I’ve been in the business long enough to know what the report will say when details reach the general advertising community. Are you managing… Continue reading »

Not All Analytics Are Created Equal

Reporting is as integral to a media campaign’s performance as planning and buying. Because of this, the responsibility for reporting and analyzing media campaign performance should not fall to professionals outside the media department. The job of reporting on campaign performance is more than just stating the obvious through bar charts and graphs, it is… Continue reading »

The Top Five Makegood Articles of 2015

December rolls around, and another year has passed. Fifty-two weeks gone in a snap, with another set ready to roll out at the stroke of midnight, January 1st. And in that time, we’ve published some great pieces. We’ve listened to you, our readers, and noted the ones where you just couldn’t get enough. Last year… Continue reading »

Top 8 Misused Terms in Digital Media

Somebody recently uttered it at a meeting here and heads swung around – “spillage.” The correct term for media weight that falls into adjacent markets, or outside where it was intended, is “spill.”  It was a minor transgression, but the digital media industry has this annoying tendency to add syllables to words, use the wrong… Continue reading »

Building Effective Reach Through Programmatic Media Buying

What is Effective Reach? A: Percentage of targeted-audience that is exposed to a particular ad during a specific period, to effect (brand awareness and) the purchase of a product or service. (Source: BusinessDictionary.com) The answer to the question “why do you want to work in media research” was the one that landed me my first job in advertising, as a media research analyst. My answer:… Continue reading »

The Changing “Who, What, Where and When” of Media

 Every week brings a new set of headlines as digital media ad sales continue to go through remarkable change – and not all of it positive for publishers. In the past few weeks and months, we’ve seen CROs and heads of sales be asked to move on or be ousted, complete direct sales teams eliminated,… Continue reading »

Four Simple Rules for Getting Started with Branded Content

Mark Means is the VP, Director of Communications Planning at Underscore Marketing, a boutique firm that creates and manages digital marketing programs. Mark is a 20-year veteran of media planning.  He has worked for a solid cross-section of media agencies, including Maxus, PHD, MPG, Initiative, Media Edge and Mindshare.  His media experience runs the gamut from packaged goods to retail… Continue reading »

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