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Posts in Advertising

Google launches display ad business trends report

Thanks to its $3.1bn acquisition of DoubleClick in 2008, Google is one of the biggest players in the display advertising space.

It's a competitive market on the advertiser side, but companies like DoubleClick must also compete to woo and retain publishers. So Google is making a concerted effort to do just that by sharing some of the data it's gleaned from the DoubleClick network.

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LOVEFiLM and Netflix save BSkyB from regulator sanctions

The Competition Commission has changed a ruling on BSkyB’s dominance of the pay-TV film market thanks to the growth of digital services such as LOVEFiLM and Netflix.

In an abrupt u-turn, the CC said that Sky Movies no longer provides Sky with an advantage over its pay-TV rivals.

It reversed a ruling from last year which found that the satellite broadcaster’s deals with major Hollywood studios effectively gave it a monopoly on the market and caused higher prices for consumers.

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Music and marketing: five tips for being heard in a noisy space

The other day I eavesdropped as a pretty girl faced the teenage boy seated across from her and sang, “Tonight / We are young / So let’s set the world on fire”.

Frustrated by his blank stare, she said, “Don’t you know the song? It’s from that Chevy commercial”. 

If that example doesn’t convince you of the power of music and marketing, nothing will.

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How can marketers react to multi-screen trends?

With increasing smartphone penetration, the growing use of tablets, as well as laptops and PCs, it's more than likely that people are viewing TV while using another device, or with one close at hand. 

For our Multi-Screen Marketer report (free to Econsultancy members), produced in association with the IAB, we looked at the trends in this area, and the important lessons for marketers. 

I'll look at some of the stats from the report, as well as examples of publishers and brands that are beginning to adapt to this trend. 

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10 interesting digital marketing stats we've seen this week

I've rounded up some of the most interesting digital marketing stats I've seen this week. 

Stats include multi-screen usage, mobile email, online returns, buying patterns of tablet users, social media customer service and Twitter's mobile user numbers.

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WSJ reveals readership trends across different devices

The Wall Street Journal revealed some interesting data about readership trends by device and time today at the Business Development Institute's social and mobile conference for Financial Services.

While a live Twitter feed streamed the thoughts of the audience, Michal Shapira, Associate Vice President of Digital Marketing noted that the organization is not just a traditional media company anymore and claimed that, compared to a jury of its peers, the company is number one in terms of mobile access.

Supplementing print readership, the WSJ's desktop, tablet, and phone applications extend the company's product consumption levels far beyond its traditional reading hours.

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Your tablet loves Mad Men: new report explores the multi-screen reality

Econsultancy has just finished a new report, The Multi-Screen Marketer, written on behalf of the Interactive Advertising Bureau and based on a survey to over 1,800 consumers.

The goal was to find out how they use a second screen while watching television and to help us understand the impact of these behaviors on advertising and marketing.

There's no shortage of research on the topic, so we focused on areas that believe to be the least examined (and most useful), including how different types of content correlate with multi-tasking, how the distraction of the second screen affects advertiser awareness and what consumers expect from their TV experience in the future.

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Yahoo's ten biggest mistakes

The resignation/termination of now-formerly new Yahoo CEO Scott Thompson amid a resume scandal was an embarrassing moment for the once-great internet giant.

For most companies, such a collosal blunder would represent a faux pas of the highest order, but that's not the case for Yahoo, it's just one more in a long line of mistakes. 

Here are the ten biggest mistakes the company has made...

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Handling online returns: 14 best practice tips

Returns are an issue for every retailer, and some sectors more than others.

They could be viewed as bothersome, but the returns process does offer an opportunity to showcase your excellent customer service and can have a positive impact of future retention rates, if done well. 

There is much you can do to reduce returns rates, providing better imagery and information on product pages, but even the best site will experience returns. 

So then it comes down to how you handle the returns process, and the better you handle this, the better your retention rates. 

Here are 14 tips to help you to avoid annoying your customers...

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Performance Marketing Awards: the winners

On Tuesday night, the sixth annual Performance Marketing Awards was held in London, attended by more than 800 people and judged by Econsultancy Research Director Linus Gregoriadis, among others. 

The event was previously known as the a4u Awards, but the name was changed to broaden the remit of the awards, allowing entrants from the various sub-channels of performance marketing, including social, mobile, email, search and display, not just just the affiliate sector.

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Is Google selling leads in the UK?

Every so often a simple Google search reveals a hint at a new Google initiative.

In recent months we've seen various different types of ad extension formats and it seems that selling leads rather than clicks could be the next big push in Google's continuing search for revenue streams away from the simple click.

Peter Bell from Fuse Lead Marketing (@fuselead) recently alerted me to an interesting discovery which seems to have appeared over the last few weeks in the UK.

If you are signed into one of Google’s services (LeadPoint uses Google for email) you might stumble across a new type of ad extension in the top ranked ads – namely a way for the advertiser to capture your contact information and permission to contact you without clicking through.

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Online shoe fitting app reduces returns by 23%

An app which allows customers to find more accurate information about the shoe size they need to order has managed to reduce fit-related returns rates by 23%

US retailer Running Warehouse has been using the Shoefitr app on its product pages since 2010, and the tool has been very popular with consumers. 

By reducing fit-related returns, the app has enabled Running Warehouse to increase its profit margins by 2.5%. 

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