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Trada Throws Crowdsourcing into Paid Search Mix

Trada is the latest company to use crowd sourcing to craft an online marketing campaign - in this case paid search. The company has launched with a business model that connects small and medium sized companies to hundreds of paid search experts - specifically, people who have Adwords or a similar certification - to build their campaigns. The firm entered into private beta last January and has since built a stable of 280 experts and landed 70 advertisers. It   [...]
Posted: Thursday, March 18th 2010

PointRoll Builds on Trend of Marrying Ads, Editorial

PointRoll has introduced a new banner ad unit that merges advertising with content. The new unit, called Dig@torial, allows the advertising content to live inside a banner that is next to the editorial content. The effect of that, writes ClickZ, is to bring the idea of a branded microsite directly to a publisher's homepage. "The trend in the marketplace right now is for advertisers and p  [...]
Posted: Wednesday, March 17th 2010

Facebook, Google Lead Third-party Logins

During the second half of 2009, internet users signing into web sites using third-party logins preferred Facebook and Google by wide margins, according to user management platform provider JanRain. Google Leads All Third-Party Logins Analyzing the behavior of users performing third-party login to the roughly 173,000 websites using the JanRain RPX turnkey solution, Google is the clearly preferre  [...]
Posted: Thursday, March 11th 2010

Local Reviews Gold for Advertisers - If They Have a Plan in Place for the Disgruntled

Smart Momma, a baby gear and gifts retailer, started tracking visitors to its site when it did a redesign in 2008 - which was also around the same time that it started using an online reputation management company, Ratepoint. According to owner Heather Burns, the site’s visitors increased threefold from June 2008 to June 2009. From December 2008 to December 2009, visitors increased by 16%. Revenues increased more than 100% from all of 2000 to all of 2009.   [...]
Posted: Wednesday, March 10th 2010

CitySearch, OrangeSoda JV to Offer Local SEO

Local online media site Citysearch and SEO provider OrangeSoda are partnering to provide a marketing tool that marries their respective strengths. The new product, CityGrid Complete, is an extension of City Grid - an online ad network focused on local content that launched in January. "Every search engine has introduced local directory listings prominently in their   [...]
Posted: Tuesday, March 9th 2010

Google Wrap Up: Above the Fold; Gesture Search; Starred

Google made a number of significant announcements - even for the search engine giant - last week. For marketers three stand out in particular: Above the Fold Ad Display Google has launched a beta ad feature that will allow brand advertisers to target ads to ad units that are immediately visible when a page is loaded - that is, the portions of the page a user can see without needing to scroll down, Google   [...]
Posted: Monday, March 8th 2010

3 Reasons to Consider Semantic Advertising (or How to Avoid Having Your Ad Placed to Toyota)

Brands that had tied or placed their ads next to Toyota ads have not been a happy bunch since the car maker’s troubles became public. These companies - say, tire manufacturers or car dealerships - are part of a group of brands that have found themselves unfairly tarnished due to association. "Brand reputations can be tarnished and damaged very quickly if they become associated with 'negative' content," Amiad Solomon, CEO and founder of Peer39, tells Marke  [...]
Posted: Friday, March 5th 2010

Industry Buzz & News: 03/04/10

Measurement & Analytics: The PPC controversy around credits for website visits. Campaigns & Creatives: GM, Yahoo first to use NYTimes' digital sign network. Agencies & Ad Departments: New Razorfish division a sign of digital health market   [...]
Posted: Thursday, March 4th 2010

Edelman: Typosquatting Costs Google Advertisers $497M Per Year

New research from Harvard Professors Tyler Moore and Ben Edelman suggests that Google may be profiting from typosquatters - at the expense of online advertisers. The scheme is a simple one for the perpetrators: owners of such typosquatting sites place ads on them in the hopes that people who accidentally navigate there will click on them. Moore and Edelman - who has don  [...]
Posted: Monday, March 1st 2010

Benetton Invites Consumers to Participate in AR Model Campaign

Fashion brand Benetton is looking for new models to represent its edgy fashion line and is taking its search online - an endeavor that is also doubling as an augmented reality-infused marketing campaign. Its global online casting plea, called “It’s My Time”, is on the hunt for every day faces instead of professional models to represent the brand. Online elements of the campaign include interactive features - as well as augmented reality technol  [...]
Posted: Friday, February 26th 2010

Top Jan. ‘10 Coupons: Kohl’s, Gap

An online coupon for free shipping at Kohl’s and a printable coupon for 20% off a total purchase at Gap were the most popular coupons for the second straight month in January 2010, according to [pdf] coupon aggregator RetailMeNot, which recently released its coupon data report for the month. (via Market  [...]
Posted: Friday, February 26th 2010

Clear Channel Outdoor Offers Sponsored Traffic Data on Digital B’Boards

Clear Channel has launched what it is calling Total Out of Home Network, featuring traffic data on its digital billboard networks. The Illinois Lottery is the network’s first sponsor. The program has kicked off in Chicago; additional markets are to come, the company announced. (  [...]
Posted: Thursday, February 25th 2010

Sometimes Social Media Does Trump Email

There has been much debate over whether social media is supplanting email marketing as a way for companies to reach out to customers. Any number of studies can be cited to support either argument - an argument in which both the Wall Street Journal and the Email Experience Council have weighed in on. Michael Perhaes, Assistant VP Marketing, MGM Grand, is coming down on the side o  [...]
Posted: Wednesday, February 24th 2010

Battle of the Video Ad Formats

New research has shown that consumers are likely to watch and remember a video ad that they actually choose - as opposed to one that was forced on to them. This research, conducted by Vivaki, was instrumental in the selection of the so-called Ad Selector - an ad placement that allows users to select an advertisers’ video spot to view prior to content - as the winning ad model for long-form online video in an industry contest called the Pool. (  [...]
Posted: Tuesday, February 23rd 2010

Podcasts Players in Battle for Local Online Ad Dollars

Podcasts are becoming viable contenders for the much-coveted local online advertising dollar. A new survey suggests that consumer attitudes towards advertising around pod casts is favorable. Then there is the business case - unlike radio advertising, which is aimed at passive listeners, podcasts can assure advertisers that their listeners are not only receptive to their programs but have actively sought them out. From Radio to the Internet That is the case that Mike O’Me  [...]
Posted: Tuesday, February 23rd 2010

Unicast: 10 Tips for Publishers to Increase Ad Visibility

The top issue for online advertisers - at least as they state their objectives to publishers - is that they want more eyeballs on their product. So says Unicast, which offers the following tips to help publishers make the best use of the various formats and strategies that exist to do exactly that. 1. Develop at least three different creatives  [...]
Posted: Monday, February 22nd 2010

Kia Campaign Reaches across Dozens of Digital Mags via Zinio

Kia is the first advertiser to user Zinio’s newly created Publisher Advertising Network (ZPAN), which allows an advertiser to purchase ads in digital editions of multiple magazines. Magazine publishers have actively sought out ways to create editions of their products for readers who wish to access magazine content on the web or via mobile devices, and Zinio helps by creating digital editions of magazines for publishers. But as of yet, few single magazine  [...]
Posted: Monday, February 22nd 2010

Industry Buzz & Snippets: 02/22/10

Measurement & Analytics: Measurement is key to efficiency with online video advertising. 5 Twitter management tools you can't live without. Campaigns: New iPhone ads   [...]
Posted: Monday, February 22nd 2010

Industry Buzz & Snippets: 02/18/10

Online Ad Market: Google hires Barry Salzman to preside over display ad units. Kellogg increases 2010 ad spend, triples social media. Email Marketing:   [...]
Posted: Thursday, February 18th 2010

Pharma, CPGs, Telecom Deliver Higher Email Marketing Metrics

Over the past year pharmaceutical companies have tweaked their email marketing campaigns to focus more on consumers, instead of physicians - and their metrics reflect that shift. So says to Epsilon's recently-released Q4 2009 North America Email Trends and Benchmarks Results [pdf], which reported an increase in opens, clicks and non-bounce rates for the pharma space.   [...]
Posted: Wednesday, February 17th 2010

US Online Display Advertising Grows 21%

US internet users viewed a total of 4.3 trillion display ads from December 2008-November2009, representing a growth rate of 21% from a year earlier, according to the comScore Digital Year in Review.These gains were driven by an 8% increase in the number of people exposed to display ads online and a 21% increase in average frequency. Mobile Providers Lead Online D  [...]
Posted: Wednesday, February 17th 2010

Digital Coupon Growth Outpaces Inserts

During 2009, the growth rate of digital coupons outpaced the typical annual growth rate of free standing insert (FSI) coupons by a factor of more than 10-1, according to Coupons.com. Coupons.com annual data indicates that savings US consumers obtained from digital coupons grew 170% in 2009, compared to a typical annual growth rate of 8-16% for FSI coupons. Printed savings from Coupons.com and the  [...]
Posted: Monday, February 15th 2010

Progressive's 'Help Flo' Campaign Aims for Engagement, Brand Building

Progressive Insurance is going online to find its popular TV commercial character 'Flo the helpful insurance expert' a 'helper'. Besides holding auditions in Miami next week, the insurance company is also encouraging hopefuls to submit their auditions online at its Help Flo website. Progressive has been using 'Flo' for customer outreach and engagement online ever since she was introduced with the launch of the comp  [...]
Posted: Friday, February 12th 2010

Virtual Goods, Apps, Even E-Cards Part of Facebook's Valentine's Day

Virtual goods, apps and (by now) old-fashioned e-cards are among the various ways one can send a Valentine's Day message on Facebook this year. Virtual goods appear to be the most popular vehicle, although final tallies won't be made until after the holiday on Sunday. 220 Million Virtual Gifts and Counting FarmVille players have already sent more Valentine virtual gifts - 220 million - than all the 152 million Valentines Day cards exchanged all year,   [...]
Posted: Friday, February 12th 2010

Facebook, Twitter Grow More than 100%

The Facebook and Twitter social networking sites both experienced triple-digit growth in 2009, according to the comScore Digital Year in Review. Facebook surged to the number one position among social networks for the first time in May 2009 and continued its strong growth trajectory throughout the yea  [...]
Posted: Friday, February 12th 2010