Posts Tagged ‘Media buying’
Online Ad Targeting Using Social Affinity: Chris O’Hara in AdExchanger
This week our advisory board member Chris O’Hara published a column in AdExchanger that gives a good overview about how social affinity facilitates a more complete understanding of your consumers. Here’s the link to his post: Social Affinity Data: The Key To The Fabled ‘360 Degree View’ As Chris makes…
Read MoreAre You An Index Or Alpha Marketer?
Marketing on the quantitative side can be treated essentially as investment management. Thus there are parallels marketers can learn and apply from the investment world. In the investing world, there are two competing approaches – Index investor. Believes you can not beat the market, so buy a piece of every stock in an index (e.g.,…
Read MoreThe Most Insidious Trap in New Media Targeting
Is it – Fuzzy strategy? Unclear target segment? Bottom fishing for cheap inventory? While they are all valid issues, the sin that is most insidious and common is aiming for relevance but buying reach instead. Various media research and targeting tools available in the market today make it easy to get reach with some relevance…
Read MoreCan you “buy brand”?
Thanks to Chris O’Hara for his excellent article on ClickZ today. He covers it very well on the upcoming transition for brands – to think of their media buying in terms of their brand audience, not their media audience. This is a monumental change for brand marketing, but is inevitable. Digital is already leading charge…
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