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Prev. [Title for Previous Page] Next [Title for Next Page] May 18, 2011 A lot of smart, creative people make a compelling case for social media marketing and encourage brands to shift more money into such activities. But the latest news from some of social media's business pioneers challenges the very assumptions upon which those decisions are based. Old Spice's YouTube videos didn't impact sales
Prev. [Title for Previous Page] Next [Title for Next Page] May 01, 2011 I'll come right out and say it: Many demand-side platforms (DSPs) and ad networks that claim to use "sophisticated algorithmic optimization" to determine the value of impressions actually do no such thing. Until now, they've been able to throw around these fancy words in their marketing presentations, while masquerading behind
Prev. [Title for Previous Page] Next [Title for Next Page] February 19, 2011 More and more online display inventory is being purchased via ad exchanges than ever before. On these platforms, advertisers utilize technology to bid on each and every ad impression in a real-time marketplace based on the value they put on the viewer. For example, retargeting has become a popular tactic as advertisers ar
Tom Hespos is President of New York agency Underscore Marketing. He is a frequent contributor to industry trade publications and has been writing a regular column about online marketing and advertising since March of 1998. His clients include Wyeth... View full biography Comments Commenter: Tom Hespos 2011, January 25 Hi Vincent - Movies are passive entertainment, regardless of which pipes are use
Prev. [Title for Previous Page] Next [Title for Next Page] January 21, 2011 The first decade of the 21st century can be remembered by many things. But, will Auto-Tune, Webkinz, and ad networks be remembered only as one-decade phenomena? Ad networks were a major force over the past 10 years due to the simplicity they offered media buyers in achieving significant and/or targeted reach with one inser
Prev. [Title for Previous Page] Next [Title for Next Page] April 24, 2010 What does a 9th century Zen saying have to do with the current state of social media? When the Zen master Linji said, "If you meet Buddha on the road, kill him," it was meant as a warning not to confuse the messenger with the actual message itself. Those who became fixated on the intermediary lost the deeper meaning. Unfortu
Prev. [Title for Previous Page] Next [Title for Next Page] September 19, 2009 To the casual user, Twitter looks like a simple bulletin board of often useless status reports. Yet, smart marketers are starting to find Twitter feedback quite essential to their overall social marketing plans. Filtering and organizing Twitter feedback is one area where the right application is crucial to success. "Twit
Prev. [Title for Previous Page] Next [Title for Next Page] June 12, 2009 Web analytics has always been an important aspect of digital marketing, but only recently has it been considered critical to success. The data mined through savvy analytics tracking can maximize any marketing budget by driving conversions and results; however, this only comes to pass if you understand what the data are tellin
Prev. [Title for Previous Page] Next [Title for Next Page] May 04, 2007 When it comes to ad networks, we either love them or we hate them. But even when we love them, there are still things we would like to change about them to continue improving the process, campaigns and results. I spoke with some real veterans in the online space who have worked with many of the ad networks. And you will find t
If page views can't be a viable long-term metric, then what other measures ought we to be using to assess opportunities? One might suggest that we need that all-encompassing definition of engagement that advertisers, agencies and publishers have been struggling with for the past couple years. An engagement metric would be advantageous, since it would get closer to what advertisers seem to be most
Craigslist's founder on the future of digital By Susan Kuchinskas He's been credited for almost single-handedly killing the newspaper industry by offering free online classifieds. But Craig Newmark's success boils down to what he calls "a pleasant accident." Media buyers reveal their favorite sites By Robert Moskowitz How do you know where to place your ad dollar bets? Industry experts weigh in o
Prev. [Title for Previous Page] Next [Title for Next Page] April 19, 2006 When behavioral targeting first launched a few years ago, everyone was excited about the incredible possibilities that it offered to advertisers. Pundits endlessly spun out scenarios for advertising tailored to an individual's specific interests. Then the more tactical questions started to arrive: Does it work? How is it bou
Prev. [Title for Previous Page] Next [Title for Next Page] March 24, 2006 We've asked the industry's leading behavioral targeting companies about the nuts and bolts of their capabilities, including reach and frequency, pricing, formats, segments, data points and privacy issues. We also asked for examples of clients -- on the publisher and advertiser sides, when applicable -- and testimonials, when
Prev. [Title for Previous Page] Next [Title for Next Page] March 26, 2006 Where do you get your news? If you're like me, it's a combination of web and cable with a few magazines sprinkled in along with the Sunday New York Times… in that order. Apparently, I'm becoming a statistic. According to the latest data from Pew Internet Project, some 50 million Americans turn to the internet for news on a t
Prev. [Title for Previous Page] Next [Title for Next Page] March 02, 2006 Recently, eBay's comparison shopping site, Shopping.com, entered into a partnership with Revenue Science, a behavioral targeting company, to start displaying behaviorally targeted ads to visitors based on their search activity on the site and the pages they visit. The partnership will enable Shopping.com to deliver more rele
Prev. [Title for Previous Page] Next [Title for Next Page] March 01, 2006 Search is an exciting and sometimes-mystifying part of the internet. It's also an essential ingredient of the interactive marketing pie. According to one projection by eMarketer, Paid Search alone will account for $6.7 billion of an estimated $15.6 billion that will be spent on interactive marketing in 2006. And the playing
iLounge reports that both NBC and ABC have seen a rise in viewer ratings since adding select TV shows to the iTunes Music Store. NBC reportedly credits the availability of its shows on iTunes for the recent increase in viewers during prime time for its comedy "The Office," the most popular show on iTunes, delivering a 5.1 rating last Thursday among adults 18 to 49. The series delivered a 4.5 the
Prev. [Title for Previous Page] Next [Title for Next Page] April 15, 2005 As you read this, millions of individuals are working under their own volition to create a new Dewey Decimal System for the internet. In the process -- perhaps without even realizing it -- they are laying the groundwork for a new contextual online advertising paradigm called “Tagvertising.” The consumer phenomenon is called
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