With Advertising Effectiveness, The Results Are Always Mixed

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An article in Ad Age this week suggests all is not well at McDonald’s. And the ads are getting the blame for a sales slump. Certainly, lackluster ads deserve scrutiny, but ad agencies are promising even more in the way of analytics to determine how effective campaigns can be. So if an agency promises results, […]

Marketers Are Brand Architects And Building Brands Takes More Than Math

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Fact: When it comes to marketing spending, analog still outstrips digital by a factor of three to one. Jake Sorofman, an analyst with Gartner, supplied the cold hard fact above in a Harvard Business Review article. It’s the kind of fact that my friend Bob Hoffman likes, and likes to use to convince CMOs and […]

Quantify This: Poor Advertising Research Costs The Industry $2 Billion A Year

This is another in a series of posts from Portlander Peter Levitan, a former ad agency principal and Baby Boomer with a new book out about Boomers “offing themselves” before they go broke. In the mid-90’s I left the security of Saatchi & Saatchi and joined Advance Publications to create and launch New Jersey Online, one of the […]

Running The Numbers On Type-Invertising

Young-Bean Song, founder of AnalyticsDNA, a Seattle-based strategy and analytics research consultancy, believes “online marketers are not looking for incremental improvement. Instead they are looking for quantum leaps in awareness, message association, favorability and intent.” Song contends online marketers can find what they’re seeking in something called “type-in” advertising, which is a branded version of […]

Mitch Joel Takes The Measure of A Modern Brand

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Mitch Joel of Twist Image, a Canadian firm that “connects brands to people and people to brands,” has a pretty good bead on what the job of building brands has become today. To achieve ROI in Digital Marketing, Joel says there’s no room for laziness. Are you willing to do the long, hard and disruptive […]

Chasing News, Chasing Dollars

Business Insider was just given $7 million dollars from venture capitalists and a hard time by Felix Salmon of Reuters. Salmon is a financial journalist, and his nose is out of joint because he feels Business Insider is lifting a bit too much from AP and other sources. When media companies are asked to grow […]

The Best Performing Banner In A Poorly Performing Class

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Todd Wasserman of Mashable reports that banner ads may be experiencing big growth this year, they’re not getting any more effective. Only one person in 1,000 actually clicks on banner ads, despite attempts to make them more inviting. However, the Google report, which comes out this week, found that the format of a display ad […]

The Most Trusted Name In TV Ratings Now Working To Improve Online Metrics

It’s funny, we’re always hearing about how the online space is so measurable, therefore attractive to advertisers; yet, how often do we ask what exactly is being measured and by whom? Because measuring clicks is a direct marketing practice that does nothing to explain the overall value of an online ad. Enter the Nielsen Company–the […]

An Eye For Effectiveness

MRC International has brought eye-tracking technology to the lowly web cam, and is thus promising greater ROI for online ads. By measuring the attention of online ad campaigns in-home panels via webcams, companies are now able to prove the effectiveness of display campaigns by identifying where people look at the screen. For the first time […]