News + Views
Google Enhanced Campaigns Pros vs Cons
Author: Leonard Roberts | Date: April 22, 2013
In 2013, Google will be launching one of the largest upgrades AdWords has seen. Many advertisers are perplexed as to why such a big change to AdWords was initially announced so quietly. While most changes by Google are accepted with open arms, this one has marketers in disarray, primarily because Google has removed the option to target by device – Desktop vs Mobile.
Twitter Shows Dedication to Social TV
Author: Patrick Edmonds | Date: February 12, 2013
Last week, Twitter acquired Bluefin Labs, a leading social TV analytics company. Bluefin’s data enables brand advertisers, agencies, and TV networks to link people’s social media commentary to the shows and advertisements they watch on TV.
Bluefin’s blog announcing the acquisition mentions that even though their software “included multiple social media services, the reality is that Twitter is the platform where the overwhelming majority – about 95% – of public real-time engagement with TV happens”. Read More »
Native Advertising in Full Swing
Author: Angie Reid | Date: January 14, 2013
“Native Advertising” is a term that has been floating around marketing circles in the latter half of 2012. Some groups have even gone so far as to say that 2013 will be the year of Native Advertising. But it’s still very new, there is still a level of mystery as to what it is exactly, and what it can do for our clients.
Simply put, Native Advertising is content. It is not advertorial. It is Un-vertising. It’s a restructuring of internet advertising in such a way that it becomes an integrated part of the user experience online. It blends. Some good examples are web films, promoted tweets and Facebook posts, articles “brought to you by”, engaging standalone ad units (games, interactive graphics) and infographics [for a visual definition, click here]
Let’s Get Together [Paid, Owned, Earned Media]
Author: Stephanie Dunn | Date: January 7, 2013
Recently a colleague sent me an article about the effectiveness of social advertising, which started an interesting debate about the efficiency of social relative to paid.
The headlines about how marketers are dealing with social are confusing – GM pulled all ad dollars from Facebook, seemingly sending a message that Facebook was good for branding but not much more. Their competitor Ford is highly invested and sees the ROI from Facebook in terms of brand advocacy and stakeholder engagement.
The lines become even more blurry as there is limited information to answer the question of effectivity of social and ultimately it’s ROI. Read More »
Newspaper paywalls – No headline here
Author: Scott Blunden | Date: December 21, 2012
Following the launch of the NY Times metered paywall in March 2011, many Canadian newspapers have launched or will be launching similar revenue models. These newspapers include:
Globe and Mail
Postmedia, which includes
- National Post
- Ottawa Citizen
- Vancouver Province
- The Vancouver Sun