Media buying used to be all about placements. Marketers would decide on a target market, and buy media where that audience was likely to be. A B2B marketer might buy lots of inventory on Forbes, while an apparel retailer might buy placements on The Sartorialist and other fashion blogs. While there’s obviously some logic to [...]
Last week, we covered some of the basics of display advertising, including some basic information on ad formats and creative, and an overview of some of the major concepts in ad serving and ad networks. This week, we want to cover an exciting new development in the industry: the rise of dynamic display. What is [...]
Local marketers often rely on a few key channels to reach consumers online. Typically search and social are some of the most critical local vehicles. Search is attractive because of its naturally precise targeting, and social because word-of-mouth marketing is so often effective at driving local commerce. One medium often underused in local marketing is [...]
When most people think of Google, they think of search, Gmail, and Android. But flying under the radar of these hugely successful products is Google’s concerted, multi-prong effort to push into the TV industry. It’s no surprise that Google’s eyeing TV. While the search giant dominates more than 44% of global Internet advertising, TV ads [...]
2011 was a fast-paced, challenging year for local digital marketing. Search marketers had to deal with Google’s Panda updates, businesses raced to develop mobile strategies, social firmly established itself as a cornerstone of the web, and the industry as a whole grew more than 14% YoY. While many of us may be still be recovering [...]
Last week, we talked about the Google Quality Score – a mechanic that heavily influences your search marketing effectiveness. In that post, we were only talking about search engine marketing – we glossed over a very valuable aspect of Google Adwords: the Adwords Display Network. In addition to their search engine marketing platform, Google offers [...]
