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- 3 reasons viewability isn't a silver bullet
Viewability is the latest digital-marketing buzzword, but high-quality viewable ads might not be the panacea some are hoping for, writes Phillip Pieper. Tracking viewability will drive up advertising costs as publishers compensate for revenues lost to unviewed ads, and crude viewability metrics won't help brands make their campaigns more engaging or eye-catching. "As in print, so in digital: The best decisions come when advertisers understand the ad environments they are about to enter," Pieper writes. Advertising Age (tiered subscription model)/DigitalNext blog
(10/18)       
- Pay-per-click campaigns become more complex, costly
Small businesses have had to adapt as the cost of pay-per-click advertising has surged in recent years, leading some to scale back on their use of the strategy. "The only way for smaller advertisers to get an edge is to spend a lot of time improving the quality and relevance of their ads," said Richard Stokes, the founder of AdGooroo. "The problem is that everyone else is doing that as well." The New York Times (tiered subscription model)
(10/17)
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| Company Watch | | |
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- Social ads drive sales, marketing execs say
Facebook pitched its social ad units to marketers at a Big Data conference in Rome this week, although many marketing chiefs say they don't need much convincing of social ads' value to their brand. "There's no doubt from my perspective that Facebook ads and other display ads drive [sales] volume," said Kelloggs insights and analytic solutions director Aaron Fetters. Other experts noted that Facebook ads perform well when deployed alongside other digital marketing efforts. Adweek
(10/18)
- AOL's Alto organizes multiple e-mail accounts
AOL is previewing a cloud-based e-mail sorting system called Alto, for release early next year. The site organizes various e-mail feeds, such as Google's Gmail, Yahoo and .Mac, allowing users to logically sort their e-mail. Alto also compiles daily deals and retail pitches into a single stack for what one company executive calls "seamless window shopping." GigaOm
(10/18), MediaPost Communications/Online Media Daily
(10/18)
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- P&G's Tide takes its NFL "Colors" mobile
Tide is streaming its "Show Us Your Colors" spots -- which tie in with the NFL -- within ABC News' iPhone application. The strategy of expanding beyond television and online is a good one for consumer packaged goods, said Nikao Yang of AdColony. "Brands intent on winning in their respective product categories are placing an increasing importance on mobile video as a complement to TV and online campaigns to form a truly cohesive three-prong, multichannel strategy," said Yang, who is not affiliated with the campaign. Mobile Marketer
(10/19)
| Interactive Media | | |
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- Planters partners with Zipcar on NUT-rition promotion
Planters has targeted the car-sharing company Zipcar to promote NUT-rition Peanut Butter through a Starcom campaign. Citing the adventurous character of the Zipcar demographic, the ad invites riders to take an adventure in suggested locations and upload a proof-of-trip photo with designated hashtags via Instagram. Winners get a Zipcar credit. Planters is sampling 9,000 jars in Zipcars and offering coupons to those taking their "Daring Detours." MediaPost Communications/Marketing Daily
(10/18)
| IAB News | | |
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- Learn from best-in-class digital creative
Check out all the 2012 MIXX Award winners to see how the smartest brands, agencies, and media companies are combining creativity and impact to engage consumers in new ways. Sherwin-Williams and McKinney took home the coveted Best in Show MIXX Award for "Chip It!" at the October 2 MIXX Awards Gala. Seventy-one distinguished interactive advertising campaigns and single executions in 27 categories are showcased as winners for setting the pace for creativity and impact across all digital marketing. The MIXX Awards is the only competition that evaluates all key facets of interactive marketing -- including strategy, creative development and execution, media placement and integration, effectiveness, and ROI, and the sole interactive awards competition judged by an all-star panel of 31 luminaries. View all the winning creative and learn from their success.
- IAB Ad Operations: Agenda announced
Getting and retaining the attention of an ever-present consumer requires the ad operations community to overcome enormous challenges by delivering and measuring campaigns seamlessly across every channel. The 2012 IAB Ad Operations Summit, on November 5, in NYC, uncovers how evolving technologies and initiatives -- VSUITE, HTML5, data management, Safe Frame, Making Measurement Make Sense (3MS), viewable impressions, and more -- combine with display, mobile, TV, social, and video operations to tackle the demands of today's multiscreen world. View the agenda and register now. Agency executives: You may qualify for a complimentary pass.
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| Position Title | Company Name | Location |
| Account Executive, Digital Media | Datalogix | New York, NY |
| Sales Development Manager | Chegg | Santa Clara, CA |
| Event Planners Wanted | Alpha Resources | Nationwide, United States |
| Sr Director, Ad Policy | Yahoo! | Santa Monica, CA |
| Account Executive/Sr. AE, East Coast | deviantART | New York, NY |
| Advertising Operations Technical Lead | Pandora | Oakland, CA |
| Regional Director, Sales Development | Pandora | Oakland, CA |
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| Click here to view more job listings. |
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