Archive for March, 2010

• What Type Of Social Media Ads Are The Most Effective?

  Tuesday, March 30th, 2010

  MediaPost covers a new piece of research conducted by Psychster and commissioned by Allrecipes.com on “creative format wars” and makes certain claims about ‘social ad’ effectiveness.  You can find the article here, and our commentary is as follows (also posted in the comments at MediaPost).  From our perspective, it is an interesting but incomplete education. [...]

• Data Costs Surpass Media Costs, Agencies Say

  Monday, March 29th, 2010

  There’s a good article in ClickZ today on the rising cost of data in the new digital data ecosystem we inhabit.  You can find the article here, and we provide supplementary commentary on the data marketplace here.  In essence, barely an article or event goes by in our industry today that exclude the terms “audiences” [...]

• Behavioral targeting delivers the goods (sorta)

  Friday, March 26th, 2010

  A good deal of reporting got the nuance wrong on the new survey released by the NAI in behavioral targeting.  Some reporting (including Digiday, Mediapost, ClickZ) covered the story with a statement of proof/fact that conversion rates for BT targeted ads are 6.8%, compared to 2.8% for the nontargeted. That’s not quite accurate, and to [...]

• Why ad networks are no longer ad networks

  Monday, March 15th, 2010

  In an article for iMediaConnection, Dan Reich, Lotame’s director of new business development in NY, explains why: Marketers should make a decision based on goals and objectives, rather than choose a company based on classification Real-time bidding increases efficiency, but marketers must understand why they are bidding Understand where data come from, and how providers [...]