Advertising
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Advertising on the Web has been evolving from text-based, to static or animated display ads, and, most recently, to video. While advertisers would like to take advantage of the video capabilities a growing broadband-powered Internet is providing, trying to harness online video-based marketing has been a bit chaotic. A company called YuMe would like to bring some order to the chaos.
Similar to the way a keyword entry in a search engine brings you to both relevant organic and paid text ads, the YuMe network would help deliver video-based advertising in the same manner. In addition, it would provide the same types of controls and measurement capabilities that have made services like Google’s AdWords so popular.
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The advertising industry prides itself on fresh thinking. The only consistent rule in advertising seems to be “There are no rules.” However, on the media-buying side of the business, there has been a rule that has driven thinking for almost a half century: Reach (R) x Frequency (F) = Gross Rating Points (GRPs). Reach measures how many people could potentially see your message, and frequency measures how many times those who are reached might see that message. Gross rating points purport to measure the “media tonnage” and effectiveness of a schedule delivered to a specific demographic audience. There is a more thorough discussion of the formula via Google Books.
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Five years ago, Sergio Zyman, the former chief marketing officer for Coca-Cola, penned a book entitled The End of Advertising As We Know It. Zyman asserted that marketing had strayed too far from its original purpose to generate sales, and he was one of the strong voices urging marketers to make sure their efforts and creativity could demonstrate a solid return on investment. Apparently, many in business listened to Zyman (and others that championed the same message) because most CMOs today will tell you proving a good return on marketing dollars is an absolutely vital part of their job description.
Now, five years later, IBM has released a report with the same title: The End of Advertising As We Know It. According to the opening paragraph of the report, “The next 5 years will hold more change for the advertising industry than the previous 50 did.” The report link above will take you to a full PDF of the report, and there is also a summary available.
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The mobile banking arena is heating up, and, just in time for the holidays, so too is the marketing push from banks to get people to use the service. American Banker (registration required) reported that Wachovia and SunTrust have launched new services, and AT&T Corp. will unveil today new handsets with preloaded mobile banking software.
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Today we have launched Sundog: The Podcast. Visit the website and subscribe today!
On the show, we’ll take an entertaining look at the news, trends and best practices surrounding the worlds of internet marketing, Web 2.0 development and traditional media, and focus on how all these tie together to improve your company’s bottom line. Our first show focuses on the challenges businesses face controlling their brand in today’s Web 2.0 environment. Thanks to Greg Ness, Eric Ista and Matt Charpentier for guest-starring on episode #1!
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