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Viewing entries tagged with 'media'Can machines build brands?There are two topics that are all the rage in online advertising - machine-based buying and redirecting TV dollars to online. The two conversations frequently overlap (see article in MediaPost) but it’s more than possible that machine based buying will keep TV branding dollars off the internet. In fact, display advertising seems to have an inferiority complex to search advertising – and is trying to be more and more like search. Publishers need to be wary that chasing search will lead to their demise. Success is leveraging what you do that is unique and valuable. Why Cox bought AdifyFor those of you still wondering why Cox acquired Adify, this interview with a Senior Manager at Del Monte, should help shed some light… Movin’ On Up – Adify Media Moves Up in Network Ranking by comScore for Online Buying PowerBack in early June, Adify Media announced that we were recently ranked by comScore as one of the networks with the highest Online Buying Power Index (BPI) which we thought was very cool. If you read this, you may have scratched your head and thought to yourself, “That’s great and all but what the heck is a BPI?!” New Ad Effectiveness Formula Needs One More VariableEvery advertising buyer asks, “Did my ad click?” and, “Was it worth the money?” I know I ask those questions whenever I assess the advertising we do on behalf of Adify and Adify Media. The click-through rate is a tantalizing measure – and very hard to ignore. However, the comScore study released by the OPA on June 18th and blogged about yesterday by Henry Blodget both argue that I really should ignore that metric. Ads I WANT to see…“Ask and ye shall receive.” These are the words that eMarketer quoted today in an article about the controversy over personalized ads. Having been in this industry for over 10 years and feeling personally invested in the success of online advertising, this article struck a personal cord with me. Adify Media Ranked a Top Network by comScore for Audience Buying Power - Why You Should CareAdify Media was recently ranked by comScore as one of the networks with the highest Buying Power Index (BPI). That's big news! But what does that mean? |
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