Online Ad Targeting: Who’s Most Likely to Act?

26 05 2011

Business professionals working in the legal, retail, and software industries are most likely to take action—such as download a whitepaper, start a free trial, or make a purchase—after clicking on an ad, according to a study by Bizo. Those working in certain job functions, such as operations, legal, and sales, are also more likely to act on display ads.



The Google +1 Button and What It Means for Marketers

11 04 2011

Recently I wrote about how social ratings such as online customer reviews may begin to affect search engine rankings. I ended that particular column by stating: “My guess is that Google…will continue to work to uncover a potential solution to begin truly integrating social reviews into the core algorithm.”

I would never call myself a prophet of course, but given Google’s recent launch, I would venture to say that I hit the nail smack-dab on the proverbial head.


Six Steps for Optimizing Images for SEO

4 04 2011

The use of images, along with other media elements, has always been a way to engage your visitors and hold their attention. Many websites have too much text that visitors will never read. Why not integrate more contextual images into your content? Not to mention they are more important since the rise of blended or universal search.

So not only do images help engage your visitors but you can also achieve high rankings within the search engines for images and pictures you have on your site. So how do you optimize images for SEO?


How Search Insights Inform Display Ad Buying

22 03 2011

Online media strategy can be as easy or as difficult as the planner and buyer choose to make it…but not without consequences. The much-hyped, real-time bidding (RTB) route of online media buying – which is generally for large-scale, audience-profile-driven branded buys and currently predominated by remnant (unsold) ad space – isn’t the right fit for all kinds or sizes of advertisers. Though there are plenty of media research tools out there, let’s now focus on how search can inform the media plan.


B2B Brands Undervalue Online Display Marketing

21 03 2011

Only 13% of B2B interactive marketers say they have increased online display budgets in 2011 relative to 2010 levels, in large part due to perceptions of ineffectiveness, according to a new report from Forrester.

By placing such a small emphasis on display in their marketing mix, B2B marketers may be missing opportunities, Forrester finds.


It’s the Algorithm, Stupid

14 03 2011

The heart and soul of marketing is targeting strategy, and when it comes to digital advertising, that strategy is increasingly data-driven and algorithm-based.

Compared with traditional media, digital advertising has the advantages of targeting/personalization, precise performance metrics, and much greater flexibility in terms of reach and cost. These differences also spark two dramatically different views of advertising strategies like two dueling gunfighters in the Wild West.

In the east corner is the shotgun approach: let’s take advantage of the Web’s abundance of low-cost ad impressions and canvas the Web until we land on enough interested users to cover the cost. This is also known as cookie bombing.

In the west corner is the modern day sharpshooter: if the average response rate is around one basis point, only highly-targeted, well-placed ad messages can get the job done effectively. It’s a targeted approach with a well-researched plan (by strategically analyzing data to effectively drive performance), and no collateral damage.


Online Advertising Goes Open Source

7 03 2011

Programmatic buying of digital media across exchanges is going through an accelerated growth phase. Recognizing the enormous benefits for the entire industry, companies on the buy and sell sides have dropped their competitive biases to create the OpenRTB Consortium. The group’s mission is to improve ad technology adoption and integration through the creation of open, flexible, and safe industry standards. The broad standards are designed to ignite further industry innovation and growth that, until now, has been held back by the lack of standards.