How to Think about Leveraging Mobile Video and TV on Your Media Plan
Paul Bremer | Video |       |  | Mobile video technology, infrastructure, and visual creative options are better than ever before, so it isn't surprising that mobile video is quickly becoming a preferred platform for brands. Today's marketers can leverage mobile video to hit their objectives for measurable brand engagement. As mobile metrics emerge, marketers are discovering new techniques to interact with consumers while reaping the rewards of great video creative traditionally reserved for television. The trick?... |
4 Common Landing Page Mistakes
Leah Block | Media Planning | |  | Landing pages are a fundamental part of most digital marketing efforts, especially direct response campaigns where the end goal is a specific action such as a lead or sale. Even the smallest of changes may have a significant impact on conversion volume, and ultimately, ROI. Sometimes the change is as simple as the positioning of the call-to-action button, but other times a more comprehensive change may be required. How do you know what changes should be made, though? There are so many... |
Lens on the Near-Term Challenge, Long-Term Opportunity
Walter Knapp | Publishing | |  | I helped build a large and fast-growing company that, at the core of our mission, advocates for and helps independent and niche publishers accomplish their goals. Chief among those "goals" is revenue. Online publishing and revenue today is inextricably linked to advertising. That's a long-winded way of saying that we built a very large ad-tech company to support our mission of advocating for publishers. In late 2011 my lens on conversations with marketers changed somewhat when we... |
AOL Targets Programmatic Video Advertising With Adap.tv Acquisition
Matt Kapko | Video | |  | AOL is making a fresh $405 million bet on programmatic video advertising by acquiring Adap.tv. The deal gives AOL a power punch in online video with large investments aimed at strengthening its role and influence on the consumer and brand side of video. Adap.tv supported more than 26,000 ad campaigns on 9,500 sites last year. The deal, which is expected to close before the end of the current quarter, makes AOL the “second largest player in video and more importantly the leader... |
Lessons From Shark Week
Tessa Wegert | Media Buying | |  | It's the "longest-running cable television programming event in history," now in its 26th year. It's broadcast in more than 72 countries, luring more than 21 million viewers last year alone. Discovery Channel's "Shark Week" - a series of shark-themed shows and documentaries packed into a single week - is nothing short of a pop culture phenomenon. Not every event is so well received, but Discovery and its advertising partners aren't resting on their laurels. This year more than ever... |
The Basics of CRO and Nurturing Your Leads
A look at the five basic steps to conversion rate optimization and a lesson on the new Google Analytics Content Experiments API.
Aubrey Beck | Conversion & ROI | Print version On Non-Opener Email Resends: Don't Be a Horse Race, Be a Marathon!
Pick your most important or compelling email campaigns to execute resends and maximize their results by adding urgency, changing some language, and mixing it up in any way you can.
Tia Matsumoto | B2C Email Marketing | Print version Beach Reads for Business
Five books that every business reader should look into on their next beach vacation.
Chris Copeland | Strategies | Print version Leveraging Facebook for Performance - Time to Catch Up
Three approaches to get more out of Facebook. Part one in a two-part series.
Jermyn Toh | Social Integration | Print version Facebook Partners With OpenTable For Easy Social Dining/ Integrates TV Listings
Dinner and a movie? Facebook adds two new features to its mobile pages to make eating and watching that much easier.
Melanie White | Social Media | Print version Pillsbury Toaster Strudel Says Guten Morgen With Hans Strudel and #StrudelArt
Shooting for morning motivation and fun, the fictional mascot expands the brand’s target to millennials and includes a new website and social profiles.
Lisa Lacy | Strategies | Print version Hanes Asks Millennial Women to Mention Their Unmentionables
The brand's Undercover Color campaign introduces women to a new range of underwear and shares information about color trends.
Lisa Lacy | Strategies | Print version Content Curation Benefits and Best Practices
Four industry leaders offer insight and advice to enable any brand to attempt curation mastery with greater confidence and skill.
Paul Chaney | Social Media Smarts | Print version How to Build an Effective YouTube Plan in 6 Steps
Define your audience, identify priority subjects, define your audience goals, design the campaigns/channels, define the goals and actions per channel/video, and broaden reach and understand demand.
Benjamin Spiegel | Search Marketing | Print version Transitioning to a Higher Performing Marketing Practice
To bring some focus to key transition areas of your marketing practice, follow these three steps to help raise the overall excellence of your programs and performance.
Stacie Levy | Marketing Automation | Print version |
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