Online advertising, and especially its bulky older brother, “programmatic,” are darlings of the digital marketing world. Even folks who typically focus on the content and SEO side are dipping into the implications of bot-driven ads. The ability to deliver highly targeted display ads and sponsored content to key consumer segments, with (literally) super-human speed and precision sounds like the data-driven answer businesses have been waiting for since the dawn of “personas.” But what if there’s something wrong? Not with programmatic, but with the system itself: the vehicle on which ads arrive on consumers’ desktops and phone screens? For many niche and local publications, plans for profitability already feel tenuous; if a startup with $132 million in the bank and a network of incredible talent can’t foresee sustainability in digital ads, what do the next few years look like for the little guys? The Medium move Earlier this month, Ev Williams, … [Read more...] about What does Medium.com’s profit model pivot say about the future of online advertising?
There’s no single event as big as the Super Bowl when it comes to brand advertising. This year, more than 50 brands invested upwards of $4.5 million to buy a Super Bowl ad – and that doesn’t include what each advertiser spent on creative, or the digital costs of extending a campaign beyond the 30 and 60-second spots aired during the game. For most Super Bowl advertisers, game-day is just the beginning, with many advertisers pushing out their campaigns weeks, and even months, after Super Bowl Sunday. Hyundai, Apartments.com and Turbo Tax were three of this year’s Super Bowl 50 advertisers aiming to lift brand awareness. In addition to their official Super Bowl spots, all three brands launched integrated digital campaigns that ran beyond game day. Curious how campaigns perform once the buzz of Super Bowl is over, we asked Hyundai, Apartments.com and Turbo Tax about their Super Bowl 50 campaign results during the six month following the game. Here’s what … [Read more...] about Campaign results from Hyundai, Apartments.com & Turbo Tax
What do you do when the domain name or suffix you want is not available? Finding the perfect domain name to represent your business can be harder than you think. A frustrating problem for many new businesses and startups, the domain-name competition is only getting more intense. According to Netcraft, there are currently 850 million active websites on the Internet. With that kind of volume, it’s no wonder domain name competition has become the aggressive duel it is today. Luckily, if you find yourself in this situation (and you will) there are some alternative routes you can take. Get creative. Make sure you’ve exhausted all your options. Before you go through the headache of legal action, you may want to evaluate whether another gTLD (generic top-level domain) would work. The core group of gTLD’s is comprised of the com, info, net, and org domains. As well as the restricted gTLD’s, which includes, biz, name, and pro domains. If .info works for you, your … [Read more...] about Best Domain Extensions When a .COM is Not Available
The Landy award for best Best Overall SEM Initiative (Small Business) went to SearchMarketers.com earlier this month in recognition of the agency’s campaign for California-based start-up Surf Air, which operates a membership-only fleet of private planes serving business travelers in California. Justin Hart, vice president of member acquisition at Surf Air, explained that part of the marketing challenge for SearchMarketers.com was the fact that Surf Air doesn’t market through other sellers like a traditional airline. “Because we don’t sell tickets, we don’t have the built-in feeder system that commercial airlines rely on — we don’t list our flights on Orbitz or Kayak and the like — we have to create our own marketing channels.” Paid search was the foundation of the campaign, which also incorporated retargeting, look-a-like targeting, paid social and display campaigns to drive traffic to a custom microsite. The campaign targeted … [Read more...] about How SearchMarketers.com Won Overall Small Business SEM Initiative For Its Surf Air Campaign
People outside the United States may try to reach Google.com for a variety of reasons rather than use their own country-specific version. But Google has made reaching Google.com more difficult than in the past, a change that may help the company with both advertising and legal issues. For many years, those outside the United States who tried to reach Google.com were usually redirected to their own country-specific version of Google. For example, if you were in the United Kingdom and tried to reach Google.com, you’d be rerouted to Google.co.uk. I know this well firsthand from having lived in the UK for over a decade and from regular trips back. Generally, this redirection has been a benefit to searchers. Country-specific versions are designed to rank content better for people in those particular countries. Someone in the UK searching for “football,” for example, is going to find Google UK provides more relevant results for what they want (soccer) than going to … [Read more...] about How Google Made It A Little Harder To Reach Google.com From Outside The US