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When it comes to how agencies are compensated, digital shops haven't always been treated like traditional shops. Retainers and performance incentives? Maybe, but project fees have been far more common.
That may be changing according to a study conducted by the Association of National Advertisers (ANA), which found that the number of digital agencies being compensated with a combination of project fees and retainers jumped to two-thirds last year, up from just 37% in 2009.
Also on the increase: performance bonuses. Nearly quarter of those surveyed changed these last year, and nearly 30% plan to do this year.
Are demographics dead? Will marketers eventually buy most if not all media inventory, including television inventory, on performance-based models instead?
Executives from agency Initiative think so.
As internet channels have become more and more important to businesses, a new generation of digital agencies have sprung up to assist them.
The value proposition of the digital agency: at a time when technology is evolving so rapidly, it takes specialist knowledge to successfully navigate digital marketing channels.
Is social media important? Even though there are still some who believe it isn't, today few dispute that it has at least some value.
Instead, the debate has largely shifted to another question: how is social media best applied to deliver meaningful results for businesses?
When it comes to that question, there is no shortage of consultants and firms offering to help companies find the answer.
SEO, paid search and social media: for obvious reasons, it's difficult, if not downright impossible, for companies to thrive online without them.
Given their importance, one might expect that a growing number of companies would be eager to bring their SEO, PPC and social media activities in house, but according to SEMPO and Econsultancy's State of Search Marketing Report 2011, just the opposite is happening.
Groupon may be one of the fastest-growing consumer internet companies ever, but when it came to introducing itself to consumers on television, it learned a harsh lesson: developing a successful television ad campaign can sometimes be more difficult than building a wildly-successful business.
After its Crispin Porter + Bogusky Super Bowl ads flopped, Groupon faced a consumer backlash and industry criticism from those who wondered how a company that is doing so well could go so wrong on the biggest advertising stage in the universe.
Have you been asked by a local business to develop an ad strategy, manage a company's paid search campaign or create promotional flyers for a nightclub?
If some in the ad industry have their way, you'd need a license to do all of those things.
Econsultancy has this month published an updated version of the Ad Serving Buyer’s Guide, containing detailed information about the trends and issues affecting the online advertising sector as well as useful advice for those seeking a suitable ad serving supplier.
Econsultancy’s Demand-Side Platforms (DSPs) Buyer’s Guide has been published this week, which contains a detailed analysis of how real-time bidding (RTB) and DSPs are revolutionising the online advertising sector.
There is some talk over at NMA about the battle for control of social media. In one corner we have the PR agencies, and in the other there are ad agencies.
Personally I can’t see any value in allowing either of these types of agencies to develop and manage your social media strategy. Or any other agencies for that matter, even those dedicated to social media.
Controversial? I should hope not…
Television has been called many things, and in the past several years, one of those things is 'dead'. But when it comes to advertising, television is still alive and kicking, and according to a new survey from media management software vendor STRATA, it's television advertising, not digital advertising, that will benefit most from economic recovery.
Of the major advertising firms polled as part of STRATA's 4th Quarter Agency Survey, the greatest percentage (44%) said that their clients were focused most on television, a 24% rise over the previous quarter. Digital trailed significantly, with 21.1% reporting the internet to be their clients' medium of choice.
To coincide with the release of Econsultancy’s Paid Search Agencies Buyer’s Guide this week, I’ve been talking to some leading UK search agency experts about what 2011 holds for the sector.
I’ve no doubt that paid search is going to become sexy again – we’ve seen PPC products and technologies emerging such as Google’s location-based ads, Product Listings, Extensions and Sitelinks.
Additionally, Bing and Yahoo! continue to challenge Google, while new opportunities for paid search are becoming apparent, ranging from mobile through to social media.
It looks to be an exciting year ahead for what some marketers regard as a stale channel, despite its effectiveness and accountability. But what do those on the frontline think?