We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
2005 puts us at the mid-point of the first decade of the new millennium. What will things look like at the end of the 1st decade of the new millennium in the world of advertising? I thought I'd project where the ad industry is headed and what 2010 (or sooner) might look like. This two-part article will take those discussions a few steps further. First, we'll look at a scenario that is likely to be common by 2010 when the heretofore separate worlds of TV advertising, search marketing, behavioral targeting and inventory yield management blend together. If you buy some of this scenario, it's interesting to look at the implications for ad agencies. In part two, I'll speculate on the likelihood of Google being the biggest "ad agency" in world. If you look through the prism I lay out, it will cause you to think differently about where the industry is headed whether or not you agree with some of the specifics.
Search marketing, Behavioral Targeting and Yield Management's alchemizing effect on TV advertising
The accountability and efficiency of search marketing, behavioral targeting and publisher inventory yield management can look pretty compelling to a media planner compared to the relative lack of trackability of a TV spot today. What happens when you combine the best of these worlds? Let's look at a scenario that might take place when these worlds are combined.
It may easy to write this off as the ramblings of a guy who
has spent too much time in the technology industry but before you
do that, consider the following:
? All major search engines keep a search history indicating your interests, needs, likes, etc.
? Forrester projects that over half of TV households with have a DVR device by 2009.
? Today, most DVRs keep track of what we could be considered a "search history" of everything that your household has watched and what you plan to record in the future.
? With your implicit approval, that "search history" of your TV behavior could be combined with your online search and surfing behavior which would create a profile that would be quite precise regarding your preferences and interests. Whether one company delivers all of this technology (e.g., Microsoft or AOL) or a deal is done between DVR suppliers and search engines, this can easily be accomplished.
? Most people's broadband Internet access is provided by cable companies today. Setting a cookie applicable to both the TV and internet access is relatively trivial.
? Tacoda, a leading behavioral targeting company, has over 80% of the North American Internet audience in their network. They have a wide variety of non-personal demographic information about their users.
So let's fast forward five years and look at a scenario with a couple in their late 30's we'll call Mike and Jill. Periodically, they talk about the need for a vacation but have had a hard time agreeing on a location. Jill's idea of a great getaway is a "spa weekend" with mud baths, cucumber bodywraps, aroma therapy and countless other "treatments" that sound like some form of torture to Mike. Meanwhile, what Mike would really like to do is make a trip to a Final Four as his alma mater is in the Top 10 and he's sure they are going to make it a long ways in the "Big Dance". Whenever he talks with his buddies about the "Big Dance", Jill is confused Mike has never liked to dance.
One thing they can agree on is their enjoyment of watching Alias together although they are watching Jennifer Garner for different reasons. The rest of Mike's TV viewing largely consists of watching ESPN, Fox Sports and ESPN2 so he can be smarter than his buddies when it comes to filling out his bracket. Meanwhile, Jill loves watching the Travel Channel and shows on other networks about "getaways" whether they are about "romantic getaways" or "girls' weekends".
During the week, Mike often eats his lunch at his desk while reading some of his favorite websites (www.foxsports.com, www.ESPN.com, etc.). He's checking out the latest rankings to see where his alma mater is ranked and analysis from experts on the "Road to San Diego" (the site of the 2010 Final Four). He notices one of the ads on the webpage he's reading is about a San Diego vacation. Though he's never been to San Diego, he knows it has a nice climate and gets the bright idea that he could kill two birds with one stone if he suggests that a trip to San Diego would be a nice place for a trip with Jill and another couple friend (the husband of that couple also happens to be a college buddy who enjoys hoops as much as he does). Suddenly, the $500 daily spa fee doesn't sound too bad for Mike if it means he can attend the Final Four.
Since Jill had Arizona in mind for a "spa weekend", he figures he needs to sell Jill on San Diego. He surfs over to his DVR home page to see if he can find some shows that highlight San Diego that he can highlight and record for Jill. It turns out one of the shows is in 30 minutes on the Travel Channel so he's able to record it for later viewing even though he and Jill aren't home at that moment. It also turns out that one of the past episodes of Alias had Jennifer Garner's character incognito at a beach party at the Hotel del Coronado in San Diego (she snuck into the private party by swimming in from the ocean in scuba gear with a party dress in stow).
Over dinner that evening, Mike brings up the idea of San Diego as a great location for a vacation and that late March is a particularly nice time to visit (failing to mention that the timing happens to coincide with the Final Four). He lets her know that he's marked some San Diego shows for her to watch including the Alias episode since they have a "Season Pass" for Alias (i.e., it records/stores all Alias episodes). Jill is surprised and impressed that Mike has gone to this trouble.
Meanwhile, let's take a look at what's going on behind the scenes. The cookie that the cable company has stored is keeping track of various actions that Mike and Jill are taking (sites they visited, shows they watched, searches they performed). This behavior is combined with the ad marketplace system running at Google or the particular search provider of choice. This system is similar to Google's Adwords system or Overture's Precision Match. In the future, it's likely to include "behavioral targeting" attributes as well.
In this ad marketplace, millions of similar actions are aggregated and offered up to what by 2010 will be millions of advertisers for sale in a real time automated auction. These marketers will have established their spending levels, behavioral and demographic profiles. In the time it takes for an average search to complete, several advertisements have already been sold against each of the programs recorded for Jill. On the media outlets' sites, they are doing additional optimization (aka "inventory yield management"). This optimization determines what the optimal type of ad to serve is. In one situation it might be a textual advertisement while in other cases, it might be a more traditional form of TV ad.
As Jill goes to watch the shows Mike has teed up, the ad delivery system is poised to take action. The way in which the ads are viewed will be dependent on the couple's billing preference with the cable provider (yet another yield management variable). They may have chosen the free cable option that requires them to watch ads at set periods. As the show starts, a number of advertisements appear at the bottom of the screen. A couple of these have a dollar sign next to them indicating that they can reduce their cable bill if they watch them. This is attractive particularly since Jill wants to watch them anyway since they are infomercials for a San Diego area spa. She can choose to watch them now or later.
Later on in the evening she checks her email before going to bed. The ad delivery system knows this is the same person who has been watching ads about San Diego area attractions so it serves up some discount offers for packages to San Diego which she emails to Mike with a message about how excited she is about going to San Diego. Who knew that an ad delivery system could enhance marital harmony?!
Will these sort of events transpire five years from now? My belief is that they are largely foreseeable. Undoubtedly, the specifics won't take place exactly like this, but it's not a huge leap to get to this place with consumers and businesses that are more than willing to benefit from the experience.
If you buy all or part of this scenario, what does it mean for the parties most financially vested in the ad marketplace - media outlets, ad agencies and marketers? It means further evolution in their business models. Perhaps the most radical impact will be on ad agencies that have already seen their business evolve. In part two, I'll make the provocative statement that Google will be the largest ad agency in the world by 2010. While this potentially ludicrous notion may not seem worth thinking about, viewing the ad agency business through a Google prism should cause ad agencies and their clients to experience profound insights.
If you want to have more fun with the previous scenario, you
can weave in various other variables that include, but aren't
limited to, the following factors:
? Product placement evolution. At one time there was a website that allowed you to buy products that were shown in TV programs. Think about that woven into the aforementioned ad marketplace. This is an evolution of what AdvertisingAge's Madison+Vine regularly reports on.
? User reviews. User ratings of various advertiser products could become another variable determining which ads get served. Amazon-like collaborative filtering can be facilitated thus increasing content consumption.
Will Google be the biggest ad agency in the world by 2010?
In part one, I laid out a future of how Internet-based advertising models will pervade the TV world. If you buy some of these factors, there are inevitable industry changes that will happen to the ad industry. I will make the provocative statement that Google will be the largest "ad agency" in the world by 2010. While this potentially ludicrous notion may not seem worth thinking about, viewing the ad agency business through a Google prism should cause ad agencies and their clients to experience profound strategic insights.
Dramatic industry shifts usually don't happen from obvious places. Ample evidence of that exists if you look at various businesses whether you look at the music business, the encyclopedia business, the newspaper classified business, the retailing business or many others. Companies that too narrowly define their competition inevitably have their business cratered from unexpected places. Aggressive, growth-oriented companies whether they are Google or Wal-Mart don't care about pre-existing industry dividing lines. If it wasn't them, some other organization would gladly eat away at incumbents' businesses even though the leaders of the change are attractive "bogeymen" for those under attack.
If you take a step back, the purpose of ads and search are to connect buyers with someone selling what buyers want (even if they don't know they want it yet). In both cases, fees are collected from the people who have something to sell for connecting them with buyers of those items. No one is rushing to categorize Google as an ad agency -- "they're in the Search business". You don't have to study Google very hard to realize they aren't limiting themselves to the "search business" which is increasingly hard to define in any case. It's important to recognize that Google isn't charging for search; their income is from advertising. As the old saying goes, if it looks and quacks like a duck, it is a duck. If they were considered an ad agency, they'd already be in the top 5 with a much stronger trajectory than any of the top 5 agencies.
You may be saying, "wait a minute, they are more like a media outlet than an ad agency" (which is largely true today) but withhold judgment for a moment and some interesting insights can be drawn. To begin with, they are already doing media planning if the business has a high volume of clicks and it's highly likely they are working on ways to make that easier (and thus scale to smaller advertisers).
If I walked into most offices of the leaders of the largest ad agencies in the world today and stated that Google/Yahoo/MSN are their competitors, at best I'd get a polite laugh. They may say that I don't "get" the ad agency business. Having been on both sides of the challenger/incumbent equation, I can say unequivocally that not "getting it" is usually an advantage for the challenger. The challenger isn't shackled by the current way of thinking and perhaps more importantly, the current business model. Like virtually every other company (especially a public company), Google and "their competitors" are inspired by what will make them the largest sum of money. Today, Google's revenues are advertising-based, but tomorrow they may have increasingly more characteristics associated with the agency business. Comparing some of the assets that agencies have versus Google is instructive. I'll put these in context of some of the criteria I used to evaluate the ad agencies that I worked with when I held large ad budgets.
1. Efficiency with my budget: When my team owned the relationship/budget with an agency, I counseled them to look for padding and inefficiencies as the model shifted from a commission-based model (which had its own issues) to a salary multiplier that seemed like a fair approach based upon the number of people on the account. Furthermore, it was hard to know how well the agency negotiated with media outlets to get the best CPMs. With Google's Adwords, you bid on how much you are willing to pay for a click which can range from pennies to dollars depending on the term. Google has a great feature where if you bid $1.50 for a click and the next highest bidder is $0.75, they'll adjust what they charge you to $0.76. This looks like a more efficient way of spending my ad dollars and infinitely more trackable.
2. Consumer insight/research: I've worked with some fabulous media buyers and account planners. Their ability to dive into various syndicated research to identify the media properties with the optimal demo/psycho-graphics often impressed me. However when you combine the almost unbelievable volumes of click behavior across many thousand websites that provides a very robust picture of brand motivation and preferences. It's an approach virtually any cold-blooded capitalist selling stuff would appreciate and is unrivaled by other means of capturing actual buyer behavior.
3. Ability to reach my target buyers where they "live": Google's Adsense offering (i.e., syndication of their contextual search ads) has major implications and makes them look an awful lot like a media agency. Not only does Google serve up ads on their own high-traffic site, they are syndicating their ads to virtually every nook and cranny of the web. As an advertiser, it gives them an efficient way to reach into highly targeted sites that would be impossible to buy in a manual manner. Anecdotally, I'm seeing Google ads on all kinds of obscure and relatively low traffic sites that happen to be highly relevant to me professionally or personally.
4. Ability to service local, regional and international markets: This has at least two dimensions: First, can you run particular ads for people who live in particular geographies whether that is England, New England or Boston? Second, is it easy to localize the advertisements themselves? Particularly on the first point, it's much easier to do this with Google than the machinations an agency has to go through to make it happen (e.g., working with dozens of different media outlets around the country/world). On the second point, it's comparing apples and oranges since localization of text ads is easy compared to localization of ads that involve more than simple text. That said, they cover many languages and countries today so it's a straightforward process.
5. Focus on driving results vs. their ego: Since much of the execution of a campaign on Google is strictly driven by machines, there is no ego involved. From time to time, one runs up against this dynamic with agency creatives where they are more focused on winning awards than selling your product.
6. Creative work: This is an area where it would appear that agencies have a clear advantage if for no other reason that the creative palette is very limited with Google today. If you look at some of the trends outlined in part one combined with increased bandwidth and broadband penetration in the next five years it seems inevitable that the Google creative palette provides won't be so limited. The advantage Google has in this scenario is that the cost to launch and test a new campaign is low so creatives can refine their creative and copy while avoiding the high stakes and slow turnaround of typical campaigns of today that are bogged down by approvals at the client level. This quick turnaround should shift creatives perspective from thinking of how limited their palette is to relishing the opportunity to get immediate feedback on campaign ideas that may be conceived of, executed and killed/expanded in less than a day.
7. Account service: This is an area where agencies should maintain a clear advantage for the foreseeable future as people-oriented service is a core part of their value proposition. As Google and others gain an increasing share of their customers' wallets, there will be an expectation of increased account service for large accounts. In a competitive market, Google will respond if Yahoo or MSN try to offer better service. This factor can diminish the inherent advantage agencies have.
8. Media neutrality: Most agencies like to claim media-neutrality but it's virtually impossible to find in practice. The core obstacle is that the client's budgets aren't media neutral. There are often different teams, let alone different budgets for different media - print, online, broadcast, etc. This makes it virtually impossible for agencies to be media neutral. The philosophy behind Google's technology is media neutral. It just so happens that it's all executed on HTML webpages right now. Take the notion of delivering ads in the content you prefer to consume, on the device (PC, mobile device, etc.) you happen to be using at the moment and delivering the most relevant ad at the moment you consume it and extend it beyond online. It's not hard to imagine this happening when your TV and radio have their own IP addresses along with your more traditional computing devices (this is already in process).
9. CRM: Marketers and agencies working on their behalf spend large sums of money to create and maintain an accurate customer database that helps paint a picture of their customers' behaviors, likes & dislikes, demographics etc. It's not unusual for a marketer to spend millions each year just keeping their database up to date with basic information such as addresses. Meanwhile, Google's customers do much of the maintenance work themselves as their cookies capture every web search, links you clicked on and when you did it. One area that Yahoo & MSN have a clear advantage over Google is a much larger database of demographic information via their email/IM users (certainly one of the drivers for Google launching Gmail to much fanfare). Combine the demographic information with the surfing and searching behavior, and there isn't an agency in the world who wouldn't die to get their hands on that rich picture of their clients' customers.
Is Google explicitly out to get the agencies' business? Unlikely. It just so happens that when you look at the natural progression of their activities, it ends up dramatically impacting the agency business. The ironic thing is that they are probably spending significant sales & marketing resources cultivating agency relationships with complete sincerity. Like many other successful businesses, over time they will have more and more channel conflict where parties who were previously 100% complementary start to step on each others' toes. In the end, Google won't look like an ad agency anymore than eBay or Craigslist look like a newspaper classifieds business, but they will capture money from the same customers as the business that they are pilfering. It's the agency leaders that should ask themselves what facets of Google's business do they need to develop or co-opt. Agency leaders would be wise to ensure they don't have blinders on regarding their current business and their partners, or they are liable to be victims of an inevitable force.
Dave Chase is a partner with Altus Alliance, which specializes in driving revenue traction for emerging businesses. Before joining Altus Alliance, Chase spent nearly 20 years in the industry with over a dozen years at Microsoft in various senior marketing and general management roles, including his role as MSN's managing director for industry marketing and relations. In that capacity, he was responsible for MSN taking a leadership role within the Interactive Marketing industry to grow Online's share of the overall ad market in concert with AOL, CNET, Yahoo!, Google and other market leaders.
Chase played leadership roles in launching several new businesses within Microsoft including Microsoft's entry into the enterprise software and server business which is now an $8B business. Starting at the dawn of the commercial Internet, he was integral in Microsoft's entry into consumer internet businesses that achieved both critical and financial success.
AT&T has announced it's putting ads back on YouTube. A couple of years ago, the telecom giant pulled their ads off the platform because of concerns that its ...
A study finds that many Facebook users don't know the social media site is recording their interests to generate targeted ads.
Everyone's been there, you're looking at something online, you click over to another page, and up pops an ad for the very thing you were just viewing. Targeted ...
No one likes being stalked around the Internet by adverts. It's the uneasy joke you can't enjoy laughing at. Yet vast people-profiling ad businesses have made ...
Austin--- Dosh has added $40 million in new funding to further develop its mobile app that offers users cash back on certain purchases. The money is.
Dear Readers,. It was a three-day weekend for some, but not over at BuzzFeed News. The publisher was busy defending its bombshell report on Robert ...
The online retail giant is taking advantage of what it knows better than anyone: consumers' online shopping habits.
In his first time returning to the Senate as West Virginia Commerce secretary, former state senator Ed Gaunch told the Senate Finance Committee on Monday ...
Gillette ignited a firestorm on social media, TV talk shows and around the office water cooler last week with a surprising take on its long-running "Best a Man Can ...
French data regulator CNIL accused the tech company of practicing a "lack of transparency" in its advertising.
NEW YORK--(BUSINESS WIRE)--Jan 22, 2019--The Spring 2019 Marciano advertising campaign features rising star, Nadine Mirada alongside models Erin ...
It's a new year, filled with new challenges to advertising professionals. The slow death of traditional advertising vehicles (TV, newspapers), the rise of new ones ...
SAN FRANCISCO & LOS ANGELES--(BUSINESS WIRE)--Sharethrough, one of the industry's largest native ad exchanges for the open web, has integrated The ...
Seattle, Wash. (January 22, 2019) – Indigitous, a Seattle-based Amazon services agency serving outdoor and active lifestyle brands, recently was approved by.
About three-fourths of the Facebook users in a Pew Research Center survey said they were not aware of the Ad Preferences page, which lists their personal ...
Shares of Lamar Advertising Co (NASDAQ:LAMR) have earned an average recommendation of “Hold” from the ten research firms that are covering the firm, ...
Instead of building out its own streaming *service* the way rivals Walt Disney, NBC Universal and AT&T's WarnerMedia are doing, Viacom is acquiring one.
Trent Young says he was stunned on a Friday afternoon when the director of the school for which he worked, Utah Career Path High School, asked he and other ...
At&T, one of the biggest marketers in the U.S., is back advertising on YouTube after nearly 2-years away from the platform.
Facebook says that Nielsen's Digital Ad Ratings product could solve some of marketers' headaches about cross-platform measurement but that advertisers need ...
While there is no doubt the Super Bowl is a big deal in the cultural landscape, it's quickly becoming a big deal for advertisers, too. Over the past 10 years, Super ...
Barbara Gardner Proctor started an advertising agency in Chicago that was the first to be solely owned by an African-American woman.
The National Football League's share of playoff advertising revenue relative to its three main competitors—the National Basketball Association, Major League ...
Though the Gillette ad certainly talked about important issues, is the advertising sector really the place to lecture about political issues?
I didn't realize until recently that the Tombras Group, now doing their advertising work out of their new facility on Gay Street, had opened up a food-*service* ...
DSP Beeswax announced Tuesday that it has secured an additional $15 million in Series B funding and reported a jump in revenue of 150 percent over last ...
The company was called Proctor and Gardner Advertising. But there was only one founder behind it — Barbara Proctor, maiden name Gardner, the first African ...
New York (CNN Business) Last year, Procter & Gamble won an Emmy award for "The Talk," an ad showing African-American parents discussing racism with ...
New York Festivals International Advertising Awards has named Matt Eastwood, Global Chief Creative Officer of McCann Health as the 2019 Executive Jury ...
ATLANTA — Pepsi signs are popping up all over Atlanta - the home of Coca-Cola - in what at least one viewer has described as "Cola Wars 2019." A few more ...
The 2018 holiday season was record-breaking for Amazon, which recorded its biggest shopping day in the company's history on Cyber Monday. Advertisers ...
The concept of brand safety is one that members of the public are now largely aware of, with articles in mainstream press publicizing how ad tech can lead to ...
Quip said it was dropping the conservative commentator after its ad was "read in a venue we did not endorse."
Lester Wunderman, the advertising executive who perfected the strategy of reaching customers in their mailboxes, in their periodicals through magazine inserts ...
Within digital media, digital video is expected to have the fastest growth, with a CAGR of 37%; it is likely to reach Rs 5545 crore by 2021.
Planters peanuts are a ubiquitous presence on grocery store shelves, but for the past 11 years, they haven 't been seen in a Super Bowl ad. That's all set to ...
As investors prepare for Amazon's Q4 earnings, its AWS, subscriptions, and growing digital advertising businesses are likely to be the stars of the show as its ...
Tax prep franchise Happy Tax has filed a lawsuit against H&R Block in a federal district court in New York, accusing the tax prep chain of false advertising.
How do you celebrate masculinity without also acknowledging toxic masculinity in the #metoo era?
“Data-Driven Thinking” is written by members of the media community and contains *fresh* ideas on the digital revolution in media. Today's column is written by ...
According to a prediction by eMarketer, “Advertisers' increasing spend will push mobile's share of total media to 47.9% by 2022.” But despite mobile's position as ...
Barbara Gardner Proctor was best known as the founder, in 1970, of the first ad agency owned by an African-American woman.
Advertising has historically been powered by media. While this is still the case, technology is increasingly at the industry's center of gravity. This shift, along with ...
KFC has been slammed by hundreds of Kiwi customers over their new flatbread slider range, with many claiming the product is nothing like its advertisement.
With YouTube now bringing in more than 1.8 billion users every month, the video platform is approaching Facebook's colossal status (2bn+ monthly users) as a ...
In his latest column for B&T, industry maverick, Robert Strohfeldt, sets out to debunk a fair few of adland's truisms that often get chucked around… We all know ...
Spending more on an advertisement doesn't mean it will resonate with your audience more than a cheaper ad. Instead, it's storytelling that matters, helping to ...
It's my holiday tradition to bring tidings of discomfort and sorrow to my colleagues in the news business. One year ago, I described the media apocalypse coming ...
Amazon could double its ad revenue among top US ad buyers in the next two years, giving it 12 percent of total ad spending in 2020. Meanwhile, Facebook's ...
Hoping to earn its share of the $3.5 trillion health care market, the medical industry is pouring more money than ever into advertising its products — from ...
The Ballard Center at Brigham Young University (BYU) has apologized after two students were called out for a photo advertising a Taco Tuesday event at the ...
AT&T, one of the biggest advertisers in the U.S., had balked because offensive *content* too often accompanied its ads. Now it says YouTube has addressed the ...
How do you feel about paying for particularly misleading advertising aimed at winning votes for the Coalition? Having ditched its biggest donor (Malcolm.
Today, Verizon Media and Microsoft announced a new multi-year global native advertising deal. Through this deal which launches this month, marketers will ...
Brands try every available marketing tool to meet customer acquisition costs, and in the fancy digital age, some companies are bringing back some old-school ...
IMDb, the Amazon-owned database of TV and movie titles, has launched an ad-supported video-on-demand *service* called Freedive. It is available in the U.S. ...
As Twitter's video ad business grows, so does the amount of user-generated *content* on its platform. The challenge for Twitter, and brands that advertise on it, ...
Just a couple of minutes into their first round game in the Bowling Green Tournament, the Clopton Lady Hawks started a little sloppy as they held a slim 6-5 lead ...
Three manufactures of consumer GPS navigation products - Tom Tom, Navman and Garmin - have ceased using "lifetime" claims in their advertising, after.
The Stafford Sheriff's Office is again warning residents to be cautious when selling items online.
Laboratory studies have shown that kids will request and prefer brands they have seen recently advertised on TV. A new naturalistic study bridges the gap ...
Grey London has promoted Anna Panczyk from chief executive of Grey Poland to lead the group's London operation.
Zara is known for capturing fashion trends from the catwalk and putting them into their global store network quickly. However, unlike many other fashion retail ...
Epic says confusing wording on a recent Fortnite bundle means that many players are going to be getting a free giveaway soon.
Award-winning agencies like Wieden+Kennedy, Mother London, Droga5, Joan Creative, Venables Bell & Partners, DDB, and BBH weigh in–and give us a peek ...
FranceTV Publicité has tested with TDF and advertisers Sofinco and St Hubert, the substitution of a commercial with a targeted spot on HbbTV DTT households.
In the latest sign of connected TV advertising's maturation, advertisers have begun to count co-viewing as part of their connected TV campaigns.
The now-famous Gillette ad scolding men for toxic masculinity — the flavor of the month cause among the politically correct — isn't just a regrettable advertising ...
Celebrate a *fresh*, honest voice in Congress.
One of the biggest selling points of “AI revolution” across multiple industries is the promise to automate and eliminate low-value business processes. Mobile ...
The telecom giant's bet on online advertising hasn't worked out, and the company just admitted as much.
Red Lobster today became the 20th advertiser to quit advertising on Fox News' Tucker Carlson Tonight in the wake of controversial comments its host made ...
Nutritional yeast isn't a new health fad — in the 1920s, sales exploded due to the "Yeast for Health" campaign. But bad news about the candida strain affected all ...
When CES opened its doors in Las Vegas earlier this month, Mastercard took the opportunity to drop some news: The company was erasing its name from its ...
She launched the first advertising agency owned and managed by an African-American woman in the 1970s. Barbara Gardner Proctor died on Dec. 19, 2018 at ...
The initiative aims to bring more transparency and openness to election advertising online and enabling voters to get the election-related information they need.
A local car dealership has pulled its advertising from WHEC-TV (Channel 10) following the events surrounding the firing of the station's chief meteorologist.
The $36-billion Kansas RIA will make his point with tailors, docs and waiters who have Wall Street attitudes but one expert counsels caution.
Gillette is making waves for its new ad that draws inspiration from the Me Too movement. The razor company is long known for its "The Best A Man Can Get" ...
Happy Tax, the fastest growing tax franchise according to Entrepreneur Magazine, has announced that it has filed suit against the nation's largest tax.
It's difficult to believe that there was a time, not so long ago, when people were led to believe smoking was safe — it could even be 'refreshing' for your lungs.
An estimated $34 billion will be spent on so-called smart cities by 2020, but taxpayers may not want to foot the entire bill.
Heroes & Icons, Bounce, Escape, Laugh, Grit, Comet and MeTV. Do you know those TV network brands? You should. Millions of viewers across the U.S. are ...
Upper Main Street buzzing about an ad for 'Used Cars,' preserved on a brick wall for more than 70 years, uncovered when old R&M building came down.
A day and a half after CBS and Nielsen's contract expired, the companies still haven't agreed on a new deal—and buyers told Adweek they are trying to ...
US fast-food company McDonald's has apologised for its latest advertisement after some internet users accused it of advocating independence for Taiwan.
The newly-formed Stylist Group is opening its doors to purpose advertisers keen to create or join empowering conversations about modern women.
'It is immoral to kill children because of what they might become in the future.'
This article appears in the latest issue of Digiday magazine, a quarterly publication that is part of Digiday+. Members of Digiday+ get access to exclusive *content*, ...
Engage:BDR's (ASX: EN1) chief executive officer Ted Dhanik is set to increase his holdings in the company by 1.7 million shares effective immediately to hold a ...
It's easy to over hype things, but 2018 will be remembered as a momentous year for Amazon's advertising business. It is estimated to now be the third-largest ad ...
In our industry, the end of the year is a time for R&R — not rest and relaxation (as the digital ad ecosystem never sleeps), but reflection and resolutions. It's a time ...
South Africa's Advertising Regulatory Board is proposing strict new rules to regulate social media advertising that brands and influencers will have to follow if ...
Orbital Display is a Russian startup's effort to bring billboard advertisements to low-earth orbit using a grid of tissue box-sized satellites called CubeSats.
The latest Gillette advert has sparked an online debate, with many slamming it for what they felt was tarring all men with one colour. Others say the ad only ...
Fox News' 'Tucker Carlson Tonight' hit a new low of 19 advertisements on Thursday night, down about half from before he said on Dec. 13 that immigration ...
By abetting the ad industry, universities are leading us into temptation, when they should be enlightening us, says Guardian columnist George Monbiot.
Hulu is the latest media outlet to start offering so-called 'attribution' measures that try to gauge whether ads spurred consumer action.
StartRocket is a Russian company hoping to use Cubesats - briefcase sized spacecrafts - in low-Earth orbit and arranging them in a particular way based on the ...
ADVERTISING RELATED ARTICLES:
16 Methods for Getting Free Advertising
1. Place copies of your circular on bulletin boards throughout your community, such as in coin-operated laundries, grocery stores, barber shops, etc.
CD Business Cards- Why Use Them?
CD Business cards are the electronic version of the now outdated paper business or social card. They are the smaller squared version of the CD-R family.
3 Things Every Yellow Pages Advertiser Needs to Know
Too many business owners and marketers know that Yellow Pages advertising has an incredible amount of potential? but they don't quite know how to take advantage of it. Fortunately, it's a mystery that's solved pretty easily once an advertiser knows where to turn for advice.
Marketing Tips For Small Business - Advertising That Works, Part I
Have you ever seen an ad on television that was beautiful, slick, and stylish but didn't fit the product? How about a magazine ad that, though gorgeously photographed, didn't make it clear what was being sold? Or have you heard a catchy radio ad that neglected to give contact information? If you pay attention, you'll notice these money-wasting advertisements in all types of media. If a corporation puts out a bad advertisement, the marketing department will have the resources and budget to make a mid-course correction (sometimes).
Small Cards, Big Ideas: Alternative Uses for Business Cards
Aggressive business card marketing isn't about handing your business cards out to everyone you see.The card itself must have a new use, an innovative design, or something other than the usual contact information printed on it.
The Principle Of Advertising Online
Advertising online is very similar to advertising in any environment. You really are trying to get your message or your product out there by the most cost effective means possible.
A Lunchtime Lesson on Print Advertising
I promise you'll be able to finish this article before you finish the first half of your PBJ. Are you sitting down? Good.
How To Tame The Buying Beast Inside Your Customer
What if you can understand and control your customer's mind? What if you can influence, persuade and motivate your customers to buy from you? Well, I'm not talking about a magic trick or lay down a lesson of motivation. It's about understanding the different reactions made by the human mind in various situations.
Double Your Sales Potential With Double-sided Business Cards
Swapping business cards is one of the most basic and common forms of networking in the business world. With something that is so common practice, people often hand out cards blindly while not really thinking about what the card does AFTER you hand it out.
Get Better Results from Your Advertising with a Disruptor
When you spend money on an advertisement you want to get the best return possible. To do that you need to get people to STOP and LOOK at your ad.
Offline Advertising Tips
Since most of us are always online and our business is online, we often forget the importance of advertising our business offline. Print advertising can be one of the best forms of advertising for your buck.
Turn Your Ad Copy into a Goldmine!
Today, more than ever, it is crucial that your ad copy explodes the reader's curiosity. Are you interested in simple yet powerful ways to improve your ad copy so your readers will rush to action? Invoking a reader's call to action can be communicated in various effective ways.
How to Make a Fortune from Unique Resistance-free Advertising
One of the most powerful offers you can use in your advertising is the word Free. But, you may well ask? how can I make a profit giving my products and services away without charging for them? Which is the exact reason why you need to understand the 'LVC Formula' which stands for the Lifetime Value of a Client! Here's how it works.
How To Tell If An Advertisement Costs Too Much
People say it all the time: "This advertising costs too much!" They practically go into cardiac arrest when they see how much the advertising for certain media in certain markets is going to cost them. It is pretty easy to get sticker shock when you see that a sixty-second radio commercial on a popular Los Angeles station could cost you a thousand bucks.
Juice - Scam of the Decade or Opportunity of the Century
If you are an ardent web surfer and MLM'er like I am, then I am sure you would have seen the sales pitch "Give away free broadband and earn £27 GBP each time". Depending on which side of the fence you are, this product is either God's gift to freebies enthusiasts, MLM'ers and all paying ISP subscribers or it is the biggest scam yet, bar none.
Marketing Messages with Add Zest & Appeal
Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket.
Organizing Business Cards for Effective Contact Management
Now that you've had colorful new business cards printed, and have been distributing them diligently, what do you do with the cards you collect from other people? If you're like most people, you have a stack of rubber-banded cards floating around you desk. Or you have been using them as bookmarks, toothpicks, and used gum wrappers and they are all over your office, car, wallet and purse? Without a good filing system, the information on those cards is useless.
Trade Writing - For Cash!
Often considered as "plain Jane's" of the print world, trade magazines prove that there is more to a market than just a pretty face. Trade magazines are written for a specialized audience and typically focus on one specific area or industry.
Developing a Formal Brand Messaging Document
Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message. Imagine one of your customers calling six different people in your company.
Hiring an Amateur Could Mean a Potential Lawsuit for Your Business
These days, everyone's looking to save a buck. But if you plan to cut corners by using a fledgling copywriter or marketer, expect to put the money you just saved towards a really good lawyer.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market