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Category : CMO Strategy

5 Key Benefits of In-House Digital Advertising [Infographic]

When it comes to digital advertising, we know it pays to keep it in the family. Digital leaders realize they no longer need to funnel online advertising budgets through multiple third parties (which each take their own cut of the action). “If you bring that team in-house, you have an opportunity to share cross-channel findings, be agile, to do more with programmatic,” says Kathy O’Dowd, senior manager for programmatic buying in North America at Netflix. “That’s an amazing opportunity to […]

10 Reasons Why Companies Are Taking Media Buying In-House

Whether it’s pumping up the volume on a successful campaign, launching new promotions, hitting a seasonal window or reacting to something in the news, in-house advertisers are in control and have the competitive edge over third parties. Nancy Hill, President of 4A says it well: “It’s been very clear for quite some time that agencies need to be much more agile and faster to respond, and that’s what real-time marketing has pushed us all toward.” Increased agility is only the tip […]

Why Direct Response Is Dominating 2014 Advertising

Since the first banner ad was served in 1994, marketers have been under pressure to prove value through data—otherwise known as return on ad spend. In 2013, Internet ad revenues hit $42.8 billion, surpassing broadcast television for the first time and displaying a 17% YOY increase. Today, advertisers who have historically been focused on generating brand awareness are expected to report with hard data that they not only reached their specific target audience, but they were able to effectively encourage that audience […]

Local Focus is the Next Big Thing for eCommerce

As our marketing intern Shaun attested in last week’s post on millennials, mobile is the new black. And it’s not just the “digital native,” 18-34 set that’s hooked; eMarketer projects that 1.75 billion people worldwide will have a smartphone by the end of 2014. With more people using their mobile devices to visit apps like Facebook and Twitter instead of browsing the Web, there’s never been a better time to advertise on social media — and leverage the location-based functionality […]

Facebook Exchange is a lot like the stock market.

FBX, or: How I Learned to Stop Worrying and Love RTB

According to a new study released by the Association of National Advertisers, many client-side marketers are unaware of what programmatic buying is or how it can be applied to campaigns. This lack of awareness is surprising given the clear advantage provided by real-time bidding; namely, the chance to serve up a high volume of ads using up-to-the-moment targeting to reach customers who have expressed a strong interest in similar products and services. Since Facebook unrolled real-time bidding platform Facebook Exchange […]