In his book “Successful Advertising,” Thomas Smith, says this about effective frequency in advertising: The 1st time people look at ad, they don’t see it. The 2nd time, they don’t notice it. The 3rd time, they are aware that it is there. The 4th time, they have a fleeting sense that they’ve seen it before. The 5th time, they actually read the ad. The 6th time, they thumb their nose at it. The 7th time, they get a little irritated [...]
I read a quote recently on MediaPost that got me thinking about how my family watches television and movies. It read: “Contrary to conventional wisdom only a short time ago, it’s becoming clear that consumers are happy to watch just about any type of media content on their small screens." Later that evening, I was sitting in my favorite spot watching the 55-inch television prominently displayed on the wall between my bookcases. My wife was going back and forth between [...]
I recently had the privilege of speaking to the at AZIMA (Arizona Internet Marketing Association) about Search Engine Marketing and Targeted Display. With several years in SEM and a couple of years studying and working closely with Targeted Display, it was felt that I might have a unique perspective on two digital strategies that are normally in competition with one another. Enjoy "SEM and Targeted Display. Two worlds collide. And the results are awesome." Complete transcript: MODERATOR: Okay. Well, tonight we have with [...]
Google is the king of search. Right? I think most people would agree with that statement. What if I told you that Google may be the king of search, but may not be the king of search data? Consider the following. Unlike Yahoo’s “life engine” or other sites that want you to spend a lot of time on their site, Google’s whole job is to get you to click a link and go away. Based on my unofficial survey, asking this [...]
American’s are consuming more internet content than ever before, with some sources stating that the average adult is spending over five hours per day online. (eMarketer) This surge in internet use is due in part to the large number of mobile devices that are being used. Today’s web surfers have access to their favorite web sites, social media updates, online reviews, internet radio stations and more in the palm of their hands nearly twenty-four/seven. Thanks to this constant connectivity, there [...]
I take it for granted now, but I still remember the wonder and excitement I experienced when I first discovered Pandora Radio. The idea that I could create my very own radio station, customized to the kind of music that I liked… that was brand new territory not that long ago. For anyone who is unfamiliar with how Pandora works, it’s actually very cool. You “seed” a radio station by starting with one song or one artist. From there, Pandora [...]
So you're thinking of trying out targeted display (retargeting) and you want to know: "On what sites will my ads appear?" I actually hear this question a lot. And that's to be expected based on what advertisers understand about display advertising before programatic buying and RTB (Real Time Bidding). So here's my best answer. Most DSPs (demand side platforms - basically, the companies that sell targeted display) work with several different exchanges that represent thousands of websites - or said [...]
