Advertising Age - DigitalNext

No, Social Can't Predict the Oscars, But It Can Award a 'People's Oscar'

Fri, 24 Feb 2012 17:25:31 -0500

What social data shows us is that critical acclaim and mass market appeal don't always align.

Did The White House Just Thread The Needle On Privacy?

Fri, 24 Feb 2012 12:54:27 -0500

The Obama Administration gives clinic on how to curry favor with the online ad industry and privacy advocates while validating the current state of play.

As Global Competition in Digital Grows Fiercer, Who Will Be Left Standing?

Fri, 24 Feb 2012 09:45:10 -0500

As competition grows fiercer in the global digital marketplace, companies that succeed will need to understand local cultures and know how to adapt to them.

How Political Campaigns Should Be Using Video In 2012

Thu, 23 Feb 2012 10:00:50 -0500

There's a learning curve for political advertisers, who have never had to lean so heavily on video, where there's a unique opportunity to deliver those TV messages to targeted audiences online.

Five Ways To Get More Out of Your Digital Agency

Wed, 22 Feb 2012 11:00:08 -0500

Stay focused on the campaign goals, short and long-term objectives and your digital or social media agency's roll in the campaign.

Overwhelmed By Data? Here's How to Tame It

Tue, 21 Feb 2012 10:55:09 -0500

The amount of data we can collect from digital interactions is staggering, and making sense of it all can seem daunting. Here are some pointers for simplifying.

How Not to Get Scammed By Agency Trading Desks

Fri, 17 Feb 2012 11:08:28 -0500

Proposed: an easy way to maintain neutrality and make sure everyone wins

Amazon's Approach to Advertising Might Work, But It's Not for Every Retailer

Wed, 15 Feb 2012 10:51:18 -0500

Online retailers like Amazon are waking up to the profit potential of monetizing their online data via ad sales, but it's not so easy to pull off.

Retreat from Social Media Backfires on Carnival After Italy Ship Disaster

Tue, 14 Feb 2012 15:17:40 -0500

Carnival Cruise executives went silent too early after their ship ran aground in Italy last month, allowing social-media comments to cast a negative pall over the brand that will prove tough to lift unless they get more engaged.

Ads Must Reach for Content that Aspires to Bigger Ideas

Mon, 13 Feb 2012 13:47:08 -0500

Advertising that isn't engaging is simply ignored, much less shared. We all need to up our game to stay relevant. Aspirational messages that will be widely shared are the most effective way to explain what a brand stands for and hopes to achieve.

What Eli Manning, The Super Bowl and Twitter Mean for Your Brand

Fri, 10 Feb 2012 09:37:45 -0500

While players may not monitor their brand sentiment, it is critical that businesses do because you never know when an upset may be in the making.

Kill the CPM: Why It's Better to Buy Time Than Ad Impressions

Thu, 09 Feb 2012 10:07:51 -0500

The CPM model that dominates display motivates publishers to chase impressions that create web page clutter and a poor user experience.

Time for Brands to Play Moneyball, Too

Tue, 07 Feb 2012 10:00:20 -0500

The old ways of finding 'prospects,' such as targeting with demographics, are growing as outmoded as thinking that a team shouldn't draft a player because his girlfriend is ugly.

Why the 2012 Presidential Race Will Be Defined By Data

Mon, 06 Feb 2012 14:55:44 -0500

Forget the Twitter election; in 2012 the presidential campaigns will break new ground in use of data to target advertising.

Patriots Lead Chatter, But Giants Have More True Fans In Social Media

Fri, 03 Feb 2012 10:45:50 -0500

Which ones have the truest fans of all? With social media we can begin to answer that question.

Time For Video to Step Out From TV's Shadow

Thu, 02 Feb 2012 09:55:34 -0500

We need to stop thinking of video as TV's smaller, harder brother, and start emphasizing its power to deliver brand advertising in ways marketers have never before thought possible.

Can Tech Get the Budget It Deserves in a Field Where Creative Still Rules?

Wed, 01 Feb 2012 13:06:42 -0500

Ad tech data lets us to target consumers in ways that can send metrics soaring. Yes it's math, but it merits a place at the planning table right alongside creative.

How Facebook's 'Frictionless Sharing' Can Create Better Ads On Facebook

Mon, 30 Jan 2012 14:00:33 -0500

Frictionless sharing is getting a lot attention from users, and it's changing how brands approach advertising on Facebook.

Google+ Prepares to Revolutionize the Local Landscape

Thu, 26 Jan 2012 10:30:28 -0500

If Google merged its huge vault of business information into Google+ pages tied to its Maps, Places and other services, it could become a local marketing giant.

Why Marketers Are Learning to Embrace Sustainability Through Social Media

Wed, 25 Jan 2012 11:00:00 -0500

Here are some of the ways the smartest companies are using social media, not just to communicate their sustainability stance, but also to involve the public in building a better world.

Turns Out Consumers Really Do Care About the Data You're Collecting

Wed, 25 Jan 2012 09:31:22 -0500

Nearly half of consumers say they have not completed an online transaction because of something they read in a privacy policy.

What Marketers Should Learn From Internet Industry's Anti-SOPA Campaign

Wed, 25 Jan 2012 08:00:00 -0500

Older tactics are quickly giving way to a new order -- applicable whether you're promoting a brand or advocating for a cause.

Why Internet Companies Are Such Terrible Super Bowl Advertisers

Tue, 24 Jan 2012 10:09:33 -0500

The reality is that the bar is higher for many of these Internet brands, and creating an ad that conveys information and creates desire can't be done by simply hiring a d-list celebrity.

How Yahoo Can Become a Brand Ritual Once Again

Fri, 20 Jan 2012 10:53:55 -0500

Scott Thompson has the chance to make Yahoo! a ritual for consumers once again, if he uses data from the most loyal users to tailor and simplify the product.

Why SOPA Won't Work: We Are All Pirates, Copyright Holders Included

Thu, 19 Jan 2012 12:30:36 -0500

Interactive marketers aren't the only ones who'll suffer if SOPA passes. Copyright owners: I think you're going to have to find another way.

Three Technologies that Will Change the Way We Shop

Thu, 19 Jan 2012 11:00:34 -0500

Watch out because when it comes to shopping, micro sensors, not robots, will inherit the earth.

Smartphone Users: These People Aren't So Special Anymore

Thu, 19 Jan 2012 10:00:00 -0500

Smartphone penetration is rising, reaching nearly 50%, and yet some advanced mobile behaviors aren't on an ever-increasing trajectory.

Mobile Scan 'N Scram: How Worried Should Retailers Be?

Wed, 18 Jan 2012 11:00:02 -0500

Retailers fear mobile shop in stores but buy on their phones, but the numbers show its still a niche behavior: just 6% of all smartphone owners admitted to doing it.

Data Is Great, But You Need to Learn When to Ignore It

Tue, 17 Jan 2012 10:41:42 -0500

The fact that one can measure something doesn't mean that one should, and the fact that something is quantifiable doesn't necessarily make it paramount to something that isn't.

It's Time for 'Mad Men' to Play 'Moneyball'

Tue, 17 Jan 2012 09:49:21 -0500

It was strangely appropriate that the movie shown to thousands of ad-industry execs flying United, Continental and American to CES was "Moneyball," the story of Billy Beane's use of data to compete with the Yankees.