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Category: Online Advertising

Measuring the real impact of display advertising

By Harmit Kamboe Hypothesis: Having maxed out the search budget for a client, I reluctantly decided to try out a small display network test. My…

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What You Should Know About Local Online Marketing

For all the opportunities the Web has created for businesses to go global, often unappreciated opportunities lie at the local level.

In this article, we'll take a look at three practical opportunities that you can leverage right now.  No fluff.  No false promises.  Just three actionable items you can use to grow your business at a local level.  Some of it may be obvious, but judging by how underutilized they are, I think it's time we get a refresher.

1. Advertising Networks

According to Alexa.org, Canada's top two sites are Google and Facebook.

The opportunity: Both sites offer geographical targeting capabilities.  

With Google, you can create text ads using their AdWords program to target not only specific keywords, but also specific cities.  So if your business operates in Sudbury, Ontario (for example), you can choose to advertise only to people in that city.  This gives you the opportunity to get in front of anyone in your city searching for the products and services you sell. 

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IAB Releases 2008 Online Ad Revenue Report – Final Number – US$23.4 Billion

Early last week, the Interactive Advertising Bureau in the US released their final internet advertising revenue numbers for 2008. It seems that despite a difficult…

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Motrin Mom Video Mishap

A few days ago the makers of pain-reliever Motrin (Johnson & Johnson) launched a commercial campaign that annoyed and outraged mothers around the world.

"That couldn’t have been written by a mother," noted my sister, Jennifer. "The speak about how carrying your baby around is in fashion, but it’s certainly not a passing fad nor a fashion statement – you need to carry your child… and the car seat… and the stroller."

Complaints about the ad were flooding through social networks like Twitter this weekend. Jennifer added, "some of the comments I read online said that ‘mommy bloggers’ were taking things too seriously. But, um, aren’t ‘mommies’ the target audience for this ad?"

In a demonstration of the growing power of social media, on Monday the company issued an apology and withdrew an ad that was meant to be a light-hearted look at ‘baby wearing.’ …Instead, the online video offended a large majority of moms. They not only weren’t laughing, they were making their views known in an online storm that blasted through the blogosphere and the micro-blogging website Twitter, spiking traffic and spreading bad news about the brand. [Vancouver Sun]

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The “Rights Stuff” Key to the Future of Online Ads

While the interactive revolution is here, the effective use of iconic media content on the web remains in its adolescence.

Over the past decade, we’ve seen the type of content used in online ad campaigns rapidly evolve from mostly static copy with a few graphics or images, to include more dynamic media such as flash animation and most recently, pop music and video. But it’s all just the beginning.

Brands are increasingly looking for ways to break through a cluttered online environment and to figure out how to attract consumers to their message rather than the traditional model of simply pushing the message out to them. As brands focus on drawing people in, iconic content – most notably music and celebrity content – is playing a significant role.

Music in particular, is starting to make noise online.  Music has the power to move, inspire and excite, and thus advertisers are harnessing pop’s powerful potential more frequently than ever. While the commissioning of original jingles for ads is plummeting, licensing music from established and emerging artists is soaring.

‘Synchronisation’ licence income – that is, income from the use of music in advertisements, films and games – is a growing revenue stream for the recording industry.  For example, in the UK, the home of some major record labels, income from sync licensing has grown by 20.1% over the past year according to the BPI (previously the British Phonographic Industry) – and this is a figure that looks set to continue rising. 

In the digital era, this is the result of several factors, including the music industry seeking new revenue streams and the fact that broadband and better technologies make it easier than ever to add music to an online ad campaign.

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