Understanding Mobile Expertise Today
Shannon E. Denison | Mobile |       |  | For marketers working with a fairly complex media mix and landscape, identifying "expertise" is important. But is it realistic to find relevant expertise within a single source? Looking at our segment of the landscape, as an example, what makes a mobile marketing expert? What might this person's heritage be? Let's take a practical stab at the answer, before we break it down. The real expert in mobile is more likely defined by perspective or need at any given time, rather than by... |
Google Brings Skippable In-Stream Video Ads to Online Games
Matt Kapko | Video | |  | Google is bringing skippable video ads to online games. Calling the TrueView ad format among its most successful to date, Google is now supporting the in-stream video ads for game publishers on the DoubleClick Ad Exchange, AdSense for games, and select publishers on AdMob. "For advertisers, reaching users across screens and in different environments is one pain point, they want to be able to reach their audiences effectively using one platform. For publishers, they've constantly... |
ComScore: Consumers Watched Over 48 Billion Online Videos in July
Caitlin Rossman | Audience/Traffic | |  | A new report from comScore revealed that 187 million Americans watched over 48 billion online content videos in July. The number of video ad views was 19.6 billion, slightly down from June's 20 billion views. Google Sites continues its lead for only video content property with 167.9 million unique viewers in July, which is up 6 percent from June. Facebook came in a distant second with 61.3 million, followed by AOL with 57.9 million, and VEVO and Microsoft Sites, both with 49.6 million... |
How to Create a Real-Time Brand Newsroom
Matthew Kumin | Publishing | |  | Brand newsrooms are all the rage. Numerous brands like Coca-Cola, Verizon, Intel, and American Express are investing in large digital operations that look more and more like media companies. As brands make the shift from selling their products and services via paid advertising to engaging and entertaining their customers through content marketing, the question for most brands is not "Should we?" but "How should we?" In other words, how do you establish and scale the brand newsroom?... |
Coca-Cola's Opener App Gets Teens Excited About TV Ad
Adaline Lau | Mobile | |  | Coca-Cola has integrated gamification across screens to get teens in Hong Kong to interact with its TV commercial and the chance to win a Volkswagen for the grand prize. The month-long campaign attracted more than 71,200 downloads for its mobile app and more than two million total game plays, according to its creative agency McCann Hong Kong. Following the success of the Chok! Chok! Chok! app from the previous year, Coca-Cola added a social layer for this summer's rollout. In... |
The Right and Wrong Ways to Measure Content Marketing
To understand the value of a given piece of content, we have to look at each stage separately.
Ben Plomion | Data-Driven Marketing | Print version The Value of Internal Site Search: Looking for Alternative Data
If it feels like there's a need to tap new sources of data, then harness the power of internal site search as an additional search intelligence resource.
Crispin Sheridan | SEO | Print version Creating Segmented Heatmap Tracking With ClickTale and Google Tag Manager
With integrated user segments and heatmap tracking through the Google Tag Manager we are able to see a combination of data that enables amazing insights into how our users interact with our sites.
Mark Ryan | Analyzing Customer Data | Print version 4 Easy Questions: Understanding Engagement to Survive and Thrive in Email and Beyond
Mastering engagement will determine whether your email program ultimately succeeds or fails.
Margaret Farmakis | Email Marketing Optimization | Print version Advice to All Marketers: This One Simple Truth Will Help Get You Promoted
I decided to write this as a simple reminder to all marketers of a point we forget too often and how it continues to turn our industry into a playing field of guesswork that wastes both time and money.
Breanne Maliniak | ROI Marketing | Print version Groupon Launches Affiliate Marketing Platform
The Groupon Partner Network provides dozens of trackable text and banner ads as well as a variety of widgets, which enable affiliate partners to make money by promoting Groupon deals.
Lisa Lacy | Marketing | Print version Most Facebook Users Access Top Social Network via Mobile
Marketers in Hong Kong are investing more in Facebook marketing and now they have to consider Facebook campaigns that are accessible via mobile devices.
Adaline Lau | Social Media | Print version Renaissance Hotels Creates Discovery Game to Boost Brand Discovery
Renaissance Hotels creates an interactive film- based game called Discovery Doors. The game plays on the hotel’s discovery theme, saying: “There is something inspiring to be discovered every time you walk through a Renaissance Hotel door.”
Lisa Lacy | Strategies | Print version Changing the Way You Think of Reaching Consumers in Social Streams
From this moment forward, you must plan to integrate all of your amazing creative and media resources with the potential power of social networks to reach and engage key audiences.
Marko Muellner | Social Commerce | Print version What the Gentefication of American Cities Means for Latino Marketing
When Latin Americans return to the old neighborhood, but are not always welcome.
Giovanni Rodriguez | Marketing to Latinos | Print version |
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