Archive for the ‘Advertising’ Category
Thursday, February 25th, 2010
New ad networks are popping up all the time. Some of them have earned a negative reputation as providers who deliver poor quality traffic. Unfortunately, these networks have not operated with advertisers’ best interests in mind, and as a result, Tier 2 networks in general have received a bad rap. It’s important to remember, however, that not all networks are created equal. Before initiating a partnership with a Tier 2 network, you need to ensure they can deliver the quality traffic you are seeking. Here’s a helpful checklist of issues to address while you are vetting search networks, along with some specific questions to ask to help determine if the network is a fit to help you reach your PPC campaign goals:
1. Experience – it’s important to work with a tried-and-tested network with a proven track record.
How long have you been in business?
Can you share client case studies and/or testimonials as validation of your achievements?
2. 3rd Party Partnerships – some networks employ partnerships with 3rd parties to help ensure click quality and safeguard against invalid traffic. For instance, Anchor Intelligence and Click Forensics are two traffic quality solution companies that many networks work with to serve as a kind of check and balance to their internal traffic controls.
Do you have any 3rd party traffic quality partnerships in place?
How do you determine how to filter invalid traffic?
3. Targeting and Tracking Capabilities – you need to assess whether the tier 2 network you are evaluating operates on a platform with the necessary capabilities/abilities to meet your targeting needs.
Do you offer any/all of the following?
Geo-targeting –focus your ads in the location of your desired customers
Ad Scheduling/Day Parting –schedule your ads to only appear at certain times of day
Conversion Tracking –see what traffic sources are converting for you and which ones aren’t, so that you can adjust campaigns accordingly
4. Customer Service – make sure the network you are considering has the customer support to help you optimize your campaigns and reach your goals.
Will I have a dedicated account manager?
Who will be held accountable for helping me ensure my campaigns are running smoothly?
Asking these basic questions are the first step towards broadening your PPC campaigns to include valued and trusted tier 2 networks. Leverage these questions as a starting point when looking to expand your reach beyond your existing PPC campaigns with complementary campaigns on Tier 2 networks. Let us know if the comment section if you have any questions, or feel we’ve left anything pertinent off our list.
Kaley Dobson is the Marketing Manager at LookSmart
Tags: ad networks, online marketing, pay per click, PPC, traffic
Posted in Advertising, Online | No Comments »
Thursday, February 25th, 2010
While everyone’s been focusing on the lousy unemployment rate, no one’s been taking much notice of some news that may be very good indeed for those who have jobs – in advertising, anyway.
Deloitte recently released a State of the Media Democracy survey that indicates the recession has actually caused an uptick in the number of TV viewers who are tuning in on any given day.
While the survey also revealed that attendance at movies, concerts, and sporting events has gone down significantly, it seems that many Americans are filling the void in their entertainment schedule by tuning in to new or favorite programs more frequently. Purchases of video games and DVDs are also down, which may be another indicator as to why viewers are returning to the good-old TV.
One of the most telling statistics cited by the survey is that 34% of respondents ranked TV watching as their favorite media activity. This is good news for advertisers because it’s not only a huge increase from 2008 – where only 27% of respondents said their favorite media activity was television – but because respondents are increasingly seeing TV as their ideal medium.
It is likely that many respondents cited TV as their media activity of choice because of the associated cost of partaking in this activity as compared to something else like, for example, concert-going. That said, the survey was set up so an answer like concert-going could be given; the fact that TV was still the most-mentioned speaks volumes about the universality of this activity.
Whether or not it’s the cheapest form of entertainment available, it seems to be official: Americans have rekindled their love affair with the TV.
Peter Koepell is the President of Koeppel Direct and has over 25 years of advertising, marketing and media experience.
Tags: Advertising, media, Research, television
Posted in Advertising, Research, drtv, media | No Comments »
Thursday, February 18th, 2010
“Chicago, Chicago
That toddlin’ town
Chicago, Chicago
I’ll show you around, I love it
Bet your bottom dollar
You’ll lose the blues
In Chicago, Chicago”
Lose YOUR blues and join your direct response industry colleagues on Monday, March 15 at the first ERA Networking Reception of 2010. Conveniently taking place during the International Housewares Show in Chicago, this ERA Networking Reception is one that you won’t want to miss. ERA Networking Receptions draw large, but social and manageable crowds, allowing you to easily make new contacts away from the busy show floor of the Housewares Show.
Come to Flatwater Restaurant (just over two miles away from the convention center) from 5:00 - 7:00 p.m. and eat, drink and chat the evening away. There is also a networking dinner taking place after the reception at Flatwater should you wish to continue the networking after the reception ends.
For more information and to register, visit www.retailing.org/Chicago. See you there!!
Tags: chicago, electronic retailer magazine, electronic retailing association, ERA, International Housewares Show, networking, reception
Posted in Advertising, Direct Response, ERA | No Comments »
Friday, January 15th, 2010
Electronic Retailer’s January 2010 issue featuring Jeff Taylor (founder of Monster.com and CEO of Eons.com) is now available online. For more information on Jeff’s upcoming keynote address at the ERA Great Ideas Summit, click here.
Tags: convention, Electronic Retailer, ERA, Great Ideas Summit, Jeff Taylor, magazine, New Orleans
Posted in Advertising, Branding, Direct Response, ERA, Electronic Retailer, Europe, Government Affairs, Infomercials, Support Services, affiliate marketing, drtv, e-commerce | No Comments »
Tuesday, January 5th, 2010
The economic downturn first hit just before the holidays last year and companies were by no means eager to continue to throw money into advertising when it was clear no one was buying.
Consumers and companies alike were panicking, and everyone stopped spending. This year, though, we may be seeing the economic boost the holidays have always promised – and we might be getting that present a little early.
A wide range of retailers put money into holiday campaigns, and they showed more enthusiasm for spending ad dollars than they have in previous years, especially in TV.
The Gap, for example, hasn’t bought television ads for two years, but returned to the tube this year with a new campaign. Wal-Mart, K-Mart and other bargain-priced stores pitched the savings tip hard this year, as consumers cautiously began to spend money again while sticking within their budget.
By positioning themselves as the places where consumers can get the most bang for their buck, both stores hope to see a good return on their ad investment.
Best Buy, J.C. Penney, Home Depot, Lowe’s, Sears, OfficeMax and many others jumped on the ad bandwagon. While strategies and ad mediums differed, the message was the same: Spend money this holiday season, but shop here and you’ll spend much less.
I think you will see an extension of this message following the holidays, to try and tap into a more cost conscious consumer mentality even as the recession recedes. Retailers and marketers who can effectively position their products and services as good values will have more success in today’s challenging marketplace.
Peter Koepell is the President of Koeppel Direct and has over 25 years of advertising, marketing and media experience.
Tags: holiday marketing, tv
Posted in Advertising, Branding, media | 3 Comments »
Wednesday, December 23rd, 2009
It’s that time of year again when we start to see industry pundits and influencers thoughtfully reflect on the year in review. Overall, 2009 has been a tough and tumultuous year for the economy, and digital advertising, as a whole, has not been immune to that. A look back at the year in search, however, tells a slightly more promising story.
While some things continue to remain the same in search advertising—for example, the market dominance of Google, Microsoft and Yahoo—there were some major market shifts, which are going to impact the year ahead. From the introduction of Bing to the major search deal between Microsoft and Yahoo!, one thing is for certain: as we head in to 2010, these dynamic industry events have search marketers and advertisers on their toes.
There has been news to write home about, too. Just this past month, both Efficient Frontier and SearchIgnite issued reports based on search advertising industry data from the third quarter of 2009. Both reports indicate paid search spend was up during that time period, compared to Q2.
This latest industry data comes on the heels of the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC) release of the IAB Internet Advertising Revenue Report for the first half of 2009, which indicates that search revenues were up slightly from that same period in 2008, amounting to more than $5.1 billion for the first six months of 2009.
While all of this recent market data certainly alludes to an underlying sense of cautious optimism, given the ups and downs of the past year, it’s certainly understandable that many search marketers are still hesitant, and unsure of how to move forward in 2010. Our tip? Don’t put all your eggs in one basket. One important thing advertisers can do right now is to diversify their efforts by complementing campaigns on major search sites like Google, Yahoo! and Microsoft, with alternate sources of traffic with less-competitive CPCs.
What’s the bottom line for 2010? Innovate, diversify, and think outside the de facto search standards. Your ROI will thank you for it.
Gill Brown is vice president of advertising network sales for LookSmart.
Tags: Digital Advertising, search engine marketing
Posted in Advertising, e-commerce | No Comments »
Tuesday, December 8th, 2009
Jeff Zucker, the president of NBC Universal recently gave an interview in which he made predictions about the future of media, ad buying and selling, and the role of consumers in media consumption.
A few of his predictions included:
- • Media will trend more toward “a la carte” options so customers can pick and choose the features they most want in their media consumption.
• Interactivity is going to play a huge role in future media advertising.
• Targeted advertising will become more important, including using locations to find out where consumers are and what they’re buying.
• Mobile technology will be a 24/7 commodity, with smart phones being a necessity for all consumers.
• Television will continue to rely on great content to command the highest advertising dollars.
• Consumers will have more control about how they choose to access media content.
• Media will have to learn to keep up with the pace of changing technology; there’s no going backward when it comes to new innovations.
• Methods of researching the best places to put television advertising dollars must be overhauled; the current process is outdated and it’s losing advertisers’ money.
• Social networks and search will become even more integral to media consumption.
• Prime-time television will trend more toward big events, news and information than entertainment.
I feel that Zucker has hit on many key issues related to the future of media; however I think that the convergence of TV and online media and the overall shift by consumers and advertisers to online media are key trends that need to be added to Mr. Zucker’s list.
Though most of his speculations wouldn’t be argued by the majority of the media industry, the things that constantly surprise Zucker are still the speed of media change. Keeping up with the future developments may be the most important challenge any advertiser needs to address, while execution seems to be less important in today’s fast changing media environment.
Peter Koepell is the President of Koeppel Direct and has over 25 years of advertising, marketing and media experience.
Posted in Advertising, media | No Comments »
Friday, November 6th, 2009
Now that the annual bloodbath known in direct marketing as “Red October” is over, the usual conjecture regarding why results for DRTV have not been better ensues. One of the culprits that has surfaced in a big way is dropped calls. As difficult as it is to get the consumer - to pick up the telephone and call to order, imagine a marketer’s - frustration to learn that his or her call center may have dropped as much as 70 percent of the calls! It may sound far-fetched, but this is the  sort of statistic floating around the industry based on actual campaign results.
This is why intelligent call routing can be so vital to a business - that relies on in-bound telemarketing. Intelligent routing allows you - to send calls to multiple locations and establish hard rules for how those calls are received. So, for example, if a direct marketer wants to use multiple telesales centers or even home-based agents, he or she can split the incoming calls among any number of different locations.
Further, the marketer can establish a rule whereby if a call is not answered within a set number of seconds by the first location in the cue, it is then re-routed to another location. This is truly a win for everyone involved, for nobody triumphs when a call goes unanswered–not the consumer, whose enthusiasm for a product is dampened by a bad experience, not the marketer, who loses out on the precious sale, not the ad agency struggling mightily to make an airing payout, and certainly not the telemarketer who has to face the wrath of all of the above!
Scott Richards is CEO of Dial 800, a company that specializes in marketing optimization. Among the company’s offerings is IntelliRoute, intelligent call routing that ensures direct marketers calls get to the right place the first time, every time. Richards can be reached at scott.richards@Dial800.com or 1-800-DIAL800.
Tags: call centers, intelligent call routing, telemarketing, teleservices
Posted in Advertising, Direct Response, Infomercials, drtv, teleservices | 4 Comments »
Monday, November 2nd, 2009
The FTC has recently released new Guides on Endorsements and Testimonials. These new Guides mean new rules for all types of marketers and talent. But are you ready to comply? Take this pop quiz to see if you are prepared:
- Can celebrities have liability for endorsing a product that does not work?
- Can you ever use a disclaimer like “results not typical�
- Do you need to do a study to show what the generally expected result will be for your product? If so, what kind of data do you need?
- Are you responsible for the claims your affiliates make? If so, what can you do to avoid liability for the actions of rogue affiliates who make claims you don’t agree with?
- A celebrity wears clothing with your logo as part of a contract. Is this an endorsement?
- What is a clear and conspicuous disclosure on a blog?
- When you show a testimonial, are you claiming that others will experience similar results?
- Can you structure your TV spots in a way that does not send consumers the message that they will experience similar results?
- (How) Can you comply by simply editing your existing spot?
- What is the FTC particularly concerned about? How can you make sure you are complying with the Guides?
Get the answers to these questions and ask your own at the ERA Spotlight Sessions: Endorsements and Testimonials. The first session is December 7 in New York City, the second session is December 14 in Long Beach, CA and the final session will be a live webinar on December 17 (free to ERA members).
Rich Cleland, an Assistant Director in the FTC’s Bureau of Consumer Protection will participate in each session. He will be joined by top legal experts in the industry to answer your questions. The two in-person sessions will be half-day events including two panels and a question and answer session with all of the panelists. These in person sessions will give you the opportunity to meet and share strategies with others experiencing similar challenges. See the details and register now. retailing.org/ERA_Spotlight_Sessions
Tomi Turner is ERA’s legislative manager.
Tags: endorsements and testimonials, ftc, guides
Posted in Advertising, Direct Response, ERA, Government Affairs, Just for fun..., Research, drtv | 1 Comment »
Thursday, October 29th, 2009
The spookiest of American holidays is just days away. If you’re like me, you’re still scrambling for a unique and easy-to-throw-together-last-minute costume. The thought entering an over-stimulating and smelly party store just days before Halloween is out of the question for me, but will be my outfit be as cool as others?
Apparently the days of your dad throwing a sheet over your body and calling you a ghost are over. The costumes these days are more and more intricate and creative. From Kate Gosselin wigs to the late Michael Jackson and DRTV’s very own Billy Mays outfits, the best-selling costumes this Halloween season are personal and fierce!
Think dressing up as the legendary Billy Mays is tasteless and offensive? Well, Billy’s son, Billy Mays III, gives these outfits the Mays’ signature two thumbs up seal of approval! He’s even throwing a contest for his fans to see who has the best Billy Mays outfit on his website www.wheresbillymays.com. So go ahead, bust out your blue shirt and represent Billy’s positive spirit this season - you won’t be alone!
Jamie Hill is ERA’s marketing manager.
Posted in Advertising, Branding, Direct Response, ERA, Electronic Retailer, Just for fun..., drtv | 1 Comment »
Tuesday, October 6th, 2009
Yesterday, the Federal Trade Commission released its revised Guides Concerning the Use of Endorsements and Testimonials in Advertising. The Guides are more than 80 pages long, so we’re still analyzing the changes. However, there is no question that our extensive advocacy efforts have had an effect on the final iteration of the Guides. The commentary included with the changes explains that advertisements using consumer testimonials should be evaluated by the net impression of the advertisement. A footnote in the revised Guides also suggests that in some cases a disclaimer could be sufficient. A more comprehensive legal document will be circulated shortly, but it is clear from a preliminary review that our efforts have not been made in vain. The 35 advocacy meetings on the Hill, 40 constituent meetings at the Fly-In, the testimony before the Senate, two sets of detailed comments and our suggested language were all helpful in presenting our case to the FTC.
However, the new Guides certainly do present some challenges, both to traditional TV marketers and those in social media. ERA is already planning educational opportunities that will provide suggestions for compliance with these changes. We hope the FTC will seize the opportunity to improve the marketplace by presenting to these changes to ERA members at one of our conferences.
Members who attended the Fly-In, supported the Leadership Reception, participated in the Government Affairs Committee, helped to author and review our comments to the FTC, and of course, testified before the Senate, were all instrumental in mitigating some of the more harmful changes. We thank you.
Tomi Turner is ERA’s legislative manager.
To read ERA’s official statement, click here.
To read more about ERA’s government affairs efforts and what you can do to help, click here.
To read Electronic Retailer magazine’s June cover story on Endorsements & Testimonials, click here.
Tags: bloggers, Electronic Retailer, electronic retailing association, endorsements and testimonials, ERA, facebook, federal trade commission, ftc, GA Fly-In, Government Affairs, guides, senate, social media, testify, tomi turner, twitter
Posted in Advertising, Direct Response, ERA, Electronic Retailer, Government Affairs, Infomercials, Marketer, Online, Social Networks, drtv, e-commerce | No Comments »
Thursday, September 24th, 2009
It has been an exciting week in the world of net neutrality. This week, Julius Genachowski, the Chairman of the FCC, announced the Commission’s intention to enter into a formal rulemaking process to codify the four principles of net neutrality currently in use and to add two more principles. The additional principles include a statement that consumers must be able to access the lawful content of their choice, subject to reasonable network management. Essentially, ISPs cannot block traffic to say, NBC Video, just because they have a partnership with Hulu. However, they still may prioritize all video content over all file sharing in order to manage the use of the network. In addition, networks must be transparent about what they are doing to manage traffic. This would give small business and direct response marketers more information about how consumers are experiencing online offerings like video advertising. Specifically, if you are providing an application for wireless devices or making videos available on sites like YouTube, you will know if some of the network providers are slowing certain services during peak hours. You will then be able to adjust your content delivery accordingly.
This plan still faces major hurdles. Although President Obama and several influential members of Congress have come out with statements supporting the open Internet, it is early in the process and various obstacles remain. Several influential Senate Republicans have sponsored an amendment that would prevent the FCC from using its funding to create rules on net neutrality or to take enforcement actions relating to net neutrality. There is also major opposition from wireless service providers who are concerned that they will have to allow any device on to their network by ending exclusive deals that only allow some phones to connect to any given network.
For more information on ERA’s government affairs efforts, click here.
Tomi Turner is ERA’s legislative manager.
Tags: blog, comcast, congress, drtv, Electronic Retailer, ERA, fcc, ftc, Government Affairs, hulu, ISP, Julius Genachowski, marketers, net neutrality, network, obama, online video, tomi turner, youtube
Posted in Advertising, Direct Response, ERA, Government Affairs, Infomercials, Marketer, Mobile, Online, Social Networks, Support Services, Video, e-commerce, technology | 1 Comment »
Thursday, September 24th, 2009
Click here to read Online Strategies magazine’s September issue!
Tags: best practices, blog, converstion, customer engagement, Darren Erik Vengroff, ecommerce, Electronic Retailer, magazine, online strategies, optimization, search, sem, seo, tips, tom dellner, website
Posted in Advertising, Branding, Direct Response, Marketer, Mobile, Online, Research, Retailer, SEM/SEO, Social Networks, Support Services, Video, Web Analytics, drtv, e-commerce, technology | 1 Comment »
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