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YouTube lets some advertisers buy masthead ads on CPM basis

YouTube is testing a new way for advertisers to purchase masthead ads. The company on Tuesday said it is experimenting with allowing advertisers to purchase the ads displayed at the top of its home feed through a cost-per-thousand (CPM) buying model, versus the standard cost-per-day by country purchasing terms. Why you should care YouTube masthead ads […]...
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The growth opportunity DTC brands shouldn’t neglect

Act one of the direct-to-consumer revolution upended traditional marketing and distribution models as we knew them, and now all eyes are on the next phase of growth for these DTC darlings. Initial signs indicate that these challenger brands will be seeking new growth outside of the digital playgrounds on which they grew up (i.e., Google […]...
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Brand equity: Does your email build it up or tear it down?

In my work with marketers, I emphasize strategy over tactics in managing email programs. It’s important to understand the “why” before the “how.” The “how” question is easy. It’s the tactical aspect of your program. Everybody knows how to pull lists, create segments, put an email together and push the big red “send” button. “Why” […]...
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SMX Advanced registration is open!

Join us at SMX® Advanced for the search marketing event of the year! Actionable search marketing tactics, professional connections that will advance your career, and community celebrations like the Search Engine Land Awards await you in Seattle June 3-5. The site up and registration is open! Here’s a sneak peek at some of the sessions […]...
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Super Bowl ads show Alexa as part of daily life

Super Bowl ads this past Sunday bounced between the past and the future, with a generous dose of nostalgia (Stella Artois) to offset anxiety about the coming of AI and robots (Michelob Ultra). But there were multiple ads featuring virtual assistants, either with Amazon Alexa or stand-ins meant to evoke Alexa. Sad device and ‘a […]...
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Here’s why marketers should care about Microsoft’s Cortana

Over the past few years, one of the major stories of CES has been the rise of intelligent virtual assistants to power consumer products ranging from alarm clocks to showers. Amazon Alexa and Google Assistant have dominated the conversation about voice assistants, with Apple Siri gaining some attention, too (thanks largely to the update of […]...
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The in-housing trend is all about data

As the advertising industry evolves, and brands look to have more ownership of their data and measurement, big media holding companies have struggled — Omnicom, IPG and WPP included. The roles of agencies, brands, tech platforms continue to shift and consultants have edged in on the agency piece. “Tech consultants are the new mad men,” […]...
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Why ARF thinks marketers should reconsider their personalization strategy

At a time when technology is enabling marketers to inch ever closer to one-to-one marketing, one of the industry’s most highly respected institutions suggests that this “Holy Grail” may not be all it’s cracked up to be. The Advertising Research Foundation (ARF) warns marketers that excessive targeting and retargeting can lead to lower-than-expected ROIs, a […]...
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