Category: Digital Practice
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CMOs and Insights Professionals, you’re killing your brand growth. Here’s how it happened…
Many Years ago, before the internet, brands focused on building strong foundations. We did concept testing to find the “big ideas” and copy testing, to build awareness, preference, and emotional connections with audiences. We took our time. Advertising was slower, but it was effective. Brands grew, and everyone was happy. Then came the internet. Suddenly,…
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How to Turn the Cord Cutting Trend into an Advantage
For many years, cable and satellite television services have been viewed almost as a utility akin to electric, water or telephone service – as an essential. However, recent trends toward cord cutting – the discontinuation of cable service – and cord shaving – changing to smaller and less expensive television packages – is dramatically changing…
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Mobile Ads – The Timely Pocket-Sized Ads with Big Potential
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we have been highlighting the most…
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Digital Just Got BIGGER – OOH!
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we have been highlighting the most…
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Tailored Digital Ads – They Know Where You Live!
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we will be highlighting the most…
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Are illuminated User Generated Product Review Videos… The Ultimate Testimonial Format?
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we will be highlighting the most…
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2014: A year for radical change in advertising formats?
1941 was a turning point in the history of marketing. On July 1 of that year, the world’s first paid television commercial aired. Costing the Bulova Watch Company $9 it was a pre-roll to a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. Simple in nature, just a graphic and a voice-over, the…
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It’s not about the clicks!
Here’s a blog posting that I wrote back in early 2010. Not much has changed in the three years since writing this. Advertisers are still struggling with digital measurement. Originally posted April 13, 2010 Overall Click Through Rates [CTR] are well below 1%, so low in fact that ComScore frequently has to report CTR’s to…
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Brands lament mobile measurement, but options abound.
I was reading an article on Mobile Marketer recently about a round table discussion at the Mobile Marketing Forum in Los Angeles. During the discussion, brand representatives from Coca-Cola, Microsoft, ABC and AOL described their wishes and requirements for measuring a broad spectrum of brand mobile efforts, including apps, ad campaigns, even SMS. At first…
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Smartphone video content consumption on the rise
We recently surveyed our growing panel of smartphone consumers about their video consumption habits, and it’s clear that the smartphones are starting to keep pace with desktops and laptops as the method chosen to view video. Polling over 400 consumers, we asked how many had watched some form of video on their smartphones in the…