No metric currency means weak selling power for online advertising
Marketing WeekThe lack of a system to measure and profile Web traffic threatens to hold back growth in the online ad industry. Martin Croft looks at what’s being done
The lack of a system to measure and profile Web traffic threatens to hold back growth in the online ad industry. Martin Croft looks at what’s being done
De-duping is set to become the key issue in internet affiliate marketing as network managers seek to get a more accurate view of their ROI, writes Sean Hargreave
Microsoft’s $6bn (3bn) purchase of US digital marketing services group aQuantive marks a step-change in the current wave of acquisitions involving digital media companies.
Even by the standards of an industry everyone describes as fast-moving it’s been a busy few weeks. As we outline in our Agenda piece on page 26, the past month has seen a series of deals struck worth over $10bn (£5bn): Google bought online display advertising technology company DoubleClick; AOL bought DoubleClick’s European rival Adtech; […]
Barcelona-based CP Proximity Interactive has won the April IAB Creative Showcase award, in association with Microsoft Digital Advertising Solutions, for its campaign promoting the UK release of the film Pulse. Dedicated microsite www.iwanttoseeaghost.com taps into the popularity and influence of user-generated content to provide a truly terrifying online experience. As you land on the site, […]
With PVRs and on-demand services on the increase, TV advertisers are experimenting with ways of measuring and capturing audiences
Sorry is indeed the hardest word, and when it comes from the managing director of Mars UK, uttering it must feel like eating glass. Let’s face it: Masterfoods, of which Mars is a part, may be the academy that has produced such summa cum laude marketing graduates as Allan Leighton and Angus Porter. But a […]
Chivas Brothers-owned Scotch whisky brand Ballantine’s has revamped its global online portal, as it puts digital at the heart of its marketing strategy. The new site has been created by digital agency Mook. The agency won the business following a competitive pitch late last year and has developed the site, which rolls out this month. […]
Long ago, Skoda was a laughing stock, a byword for cheap and cheerless motoring. It rebuilt its reputation through a self-deprecating ad campaign that humorously acknowledged its previous, low quality reputation while emphasising a new-found technical prowess. But the brand’s latest stunt could see it become the butt of jokes once again. The car marque […]
Coca-Cola is launching a major online football campaign in a bid to woo teen-agers to its drinks. The campaign, called Coca-Cola Street Striker, will offer an opportunity to take on Manchester United and England star Wayne Rooney in a game of street football. The competition developed by M&C Saatchi Sport & Entertainment and AKQA will […]
Feel Good Drinks has appointed digital communications agency Hyper Happen to its account. Hyper Happen won the digital account following a pitch involving three other undisclosed agencies. Feel Good Drinks’ marketing manager Libby Dimeloe oversaw the process. It is not known how much the account is worth. It is the first time Feel Good Drinks, […]
Renault is to trial Bluetooth downloads for the first time in a dramatic change of strategy for the car marque. The activity marks the start of a long-term digital push for the French car manufacturer. The activity, part of a digital-led integrated campaign, has been created by Renault media planning and buying agency Carat. It […]
MPG’s digital arm Media Contacts is to publish re-search which it says shows the idea of “attributing value to the final click is flawed” and could change how the effectiveness of search campaigns are measured. Media Contacts says that the fewer keywords people click on before buying a product, the more likely they are to […]
The Newspaper Marketing Agency is to publish a “mini best practice” guide in an effort to encourage creatives to be more “in tune” with newspapers. NMA chief executive Maureen Duffy says the guide is a response to demand from advertisers. Duffy says too much creative work is carried out in a rational way and is […]
High street music and entertainment retailer HMV is talking to a number of agencies to design, build and market its social networking site to be rolled out later this year. HMV chief executive officer Simon Fox announced plans for the social networking site earlier this year as part of the retailer’s strategic business review in […]