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Google Helps New York Times, Washington Post Organize Content - Advertising Age - MediaWorks
Living Stories try a different approach that plays to certain unique advantages of online publishing. They unify coverage on a single, dynamic page with a consistent URL. They organize information by developments in the story. They call your attention to changes in the story since you last viewed it so you can easily find the new material. Through a succinct summary of the whole story and regular updates, they offer a different online approach to balancing the overview with depth and context.
Advertising: Cablevision's New Interactive TV Ad Format - Advertising Age - MediaWorks
Cablevision Systems has unveiled a new interactive commercial that allows TV viewers to click the remote control in order to request a coupon or sample.
New Formats Give Online Video Ads Potential - Advertising Age - Digital
Tremor Media has rolled out a host of ad units called vChoice that bring interactivity into the player. Viewers can choose the ad they watch, dig deeper into related content, watch a product demo and play a game all without leaving the video experience.
OPA, comScore Teamed to Tout Banner Ad Value
While branded display ads rarely induce click-throughs, they are impactful. Specifically, the OPA found that exposure to display ads induced users to conduct searches (one in five respondents did so), visit advertisers’ sites (spending 50 percent more time on these sites than users that were not exposed to ads), and shop for products online (spending 10 percent more than average users).
Razorfish's Terri Walter on TV's Transition to Digital - Advertising Age - MediaWorks
TV is going digital in all aspects -- from its infrastructure to its content distribution models to its advertising and audience measurement models.
Online Video: Can Adobe's Flash Take TV to the Next Level? - Advertising Age - Digital
Now that most people have broadband Internet at home, it makes sense that people might want to do more with their fancy flat-panel TVs than just watch TV on them. But no one is doing a good job adding the Internet to any part of the TV experience.
Earned Media May Be Efficient, but It's Far From Free - Advertising Age - DigitalNext
What is the primary source of earned media, advertising campaigns or brand experience (e.g., product meeting expectations, customer service fulfilling needs)?
What role does trust and authenticity play in the earned-media equation, and what steps must we take to keep the end product as credible and persuasive as possible?
Digital Shops Embrace Cheap Chic
What's more, free platforms are typically content rich, requiring constant updates. They also provide the flexibility that allows for on-the-go strategy changes. These things bump up the cost, although the work shifts from pre-launch to after it.
Addressable Ads Are Here; Who's Ready? - Advertising Age - Special Report: Cable TV 2009
Canoe Ventures, a joint effort across the country's six largest cable operators helmed by former Aegis Media CEO David Verklin, seeks to change the way cable networks sell ads by making national spots locally targetable through addressability and interactivity
Apple Ads Breathe New Life Into Online Creative - Advertising Age - Special Report: Digital A-List 2009
Almost a year ago, TBWA's Lee Clow deplored the state of online ad creative. Then the most creative banner ad of the past year, for Apple, came from his shop.
Niche Web Sites Buck Media Struggles - WSJ.com
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"Consumer engagement is shifting toward niche-content experiences.Three to five years from now, people will no longer be drawing a distinction between traditional forms of publishing and what we know as blogs today."
Why the Click Is the Wrong Metric for Online Ads
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"[Online advertising] is not, by any stretch, always direct-response advertising," said ComScore CEO Gian Fulgoni, whose report, "Wither the Click," has been making the rounds in the marketing industry since he introduced it in December at a Wharton Business School conference. "In the offline world, media analysts don't think of an immediate reaction to TV or print ad."
Myths About Online Retail Marketing - Advertising Age - DigitalNext
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Brands need to move the digital channel toward their internal center of gravity, where it can radiate out to integrate and improve all consumer touchpoints, including the in-store experience.
MediaPost Publications eMail Tops Online Ad Budget Change in ?09 02/17/2009
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80.4% of more than 3,000 executives surveyed chose e-mail as a strong advertising performer, compared to 56.8% who chose search, the second leading performer.
Taking Digital Experiences Beyond the PC - Advertising Age - DigitalNext
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"people are used to being attracted by big screens. Men, after all, are obsessed with wide-screen home theater." The difference to me is that nowadays we want to not only witness but be a part of, enjoy and learn from experiences.
Twitter - The Online Watering Hole - Advertising Age - GenNext
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Twitter is a great way to be plugged into the industry: If there's news relevant to us, someone has tweeted it.
The Renegades at the New York ?Times? - The All New Issue -- New York Magazine
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They’ll reestablish themselves as trustworthy curators of data—custodians of the true and the quantitative. One of the New York Times’ roles in this new world is authority—and that’s probably the rarest commodity on the web. The Times Online suggests what might happen when technology fuels in-depth reportage—and more radically, when readers are encouraged to invest their own analytical skills in the site’s raw resources
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