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Brand Advertising

The Future of Social Marketing Is the Messenger, Not the Medium

Francisco Diaz-Mitoma | Posted 02.03.2013 | Business
Francisco Diaz-Mitoma

It is no longer enough just to look at the absolute number of fans a brand has on Facebook. Anyone can purchase Facebook fans -- what matters is the amount of engagement around the brand.

Co-Opetition: The One-Size-Fits-All Solution to Bringing More Brand Dollars to Digital

Will Price | Posted 05.14.2012 | Business
Will Price

Why is interactive earning such a small share of brand advertising dollars? You could reason that it's cultural; historically marketers have looked to TV as the optimal brand-building medium, and you could assert that this thinking still dominates their point of view.

A Re-Think on Branded Content

Joe Frydl | Posted 12.05.2011 | Media
Joe Frydl

Instead of thinking about how to integrate brands into content, marketers need to be more disciplined about how to integrate the right kind of content into the brand's marketing mix to accomplish a specific objective.

How Much is Enough, Really?

Cassie Hughes | Posted 12.04.2011 | Business
Cassie Hughes

A marketer's inconvenient truth is that consumers now demand that brands are authentically present in all facets of their lives; short cuts and bare minimum marketing simply don't create a memorable brand experience.

AOL and The Huffington Post

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

Greg Shove of Halogen casts the deal between AOL and The Huffington Post in proper light when he says, "AOL has just placed a big bet on the authentic web at scale," making an interesting use of two important terms.

Ad Age Reports on the Exodus of Ad Agency Creatives. Out of Old, Comes New.

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

Over at Ad Age, Matthew Creamer took a deep dive into the exodus of creative talent from the ad agency world. Creamer writes: "Since the beginning of...

John Battelle on "Going Google"

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

Google is back in the software business as a producer of applications that compete with Microsoft.

Ad Agency Commission and the Rise of the Media Black Market

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

The fundamental problem with the fee structure of ad agency compensation today is that it is uncompetitive with the commission structure that is at wo...

All Advertising Is "Somewhat Subliminal," Not Just Banners

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

Consumers would prefer to ignore advertising. Interestingly, the world is divided over how to deal with that problem.

Ad Networks or Content sites? Content or Data? Confused? Listen to the Crowds

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

A survey of agencies and marketers revealed that 52 percent of them plan to spend more on content sites this year.

Tom Hinkes Lands a Few Punches for the Importance of Marketing Intuition

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

It's always a contest between data and intuition. In the "CMO Strategy" corner at Ad Age today Tom Hinkes lands many blows for the power and importanc...

What's the Best Thing About the Internet in the Last 15 Years? The Onion.

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

You have to love honest reporting. Likewise, truth in advertising. Maybe the best thing to result from the Internet in its first 15 years is The Onion.

Nothing to Snore at: Pete Blackshaw Urges we "Get Back to Boring"

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

Good column in Ad Age from Pete Blackshaw, EVP of Online Digital Strategic Services at Neilsen, which echoes what Rupert Murdoch had to say about the ...

Picking Sides for the Interactive Industry's Golden Age

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

The decline of ad revenue has thrown the media into chaos; the industry stands at odds with itself.

In Memory of J.D. Salinger and Brand Mystique

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

How many brands may secretly, desperately wish to retire to a village in New Hampshire to live out their days on the strength of their legacy, unyielding to the temptation to pump it up amidst the bright lights and big cities?

Even if OPA Publishers Won't Listen to Jim Spanfeller, There Are Many Others Online That Will -- if Invited

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

Buying directly from publishers is not a media value proposition. Buying the value of content, and the audience it attracts, is a media proposition.

The Online Publishers Association: Still Driving with its Foot on the Brake

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

According to the Online Publishers Association, there are 10 billion Web sites on the Internet and only 50 on which you can advertise your brand successfully.

Striking Value Into the Hearts of Buyers and Sellers Online: $25 Billion More Might Just Do It

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

Other media are shrinking, therefore Internet advertising should grow. So if there is $25 billion more in ad spending on its way, how will it be accepted and provided for?

What the Heck Is Display Advertising, Anyway? And Who Cares?

Jarvis Coffin | Posted 05.25.2011 | Media
Jarvis Coffin

If posters were measured by the number of times people reached over and touched them, they wouldn't be used. If you measure banners by clicks alone you are missing a trick.