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6 Ways to Spend Less and Get More with your Advertising
It is axiomatic in advertising that if your ad isn’t noticed or remembered, you’re wasting your money. Simply put, consumers can’t buy your brand if they don’t notice or remember your ad. Thus,...
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Addressing the Trust Deficit in Advertising
Consumers increasing lack of trust doesn’t begin and end with government and other large public and private institutions. It applies to advertising as well. This should hardly be a surprise to anyone....
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How to Make Digital Advertising Work Harder for Your Brand
As the world moves inexorably digital, Marketers increasingly want to understand how to improve the effectiveness of their digital ad spending. Digital Metrics and Ad Effectiveness In many ways, the...
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Does Your Target Audience Really See Your Digital Ads ?
One of the great promises of digital advertising is precision and measurement. With bits and bytes, we should be able to target our brands ads to consumers with a level of precision that could be only...
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Why Marketers Are Still Struggling with Social Media (and what to do about it)
As the one-time CMO of a large global wealth management business with severe reputational issues during the 2007 financial crisis, I struggled mightily with how to engage with and use social media to...
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Digital Innovation – A Conversation with Group M’s Chief Digital Officer Rob...
Last week, the Paley Center for Media hosted their Innovation without Borders conference. I had the pleasure of leading a discussion with the inimitable Rob Norman, the Chief Digital Officer of Group...
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How Prediction Learning Curves Can Improve Your Ad Effectiveness
In his fascinating new book “The Signal and the Noise,” New York Times political blogger Nate Silver discusses the concept of the “Prediction Learning Curve.” The prediction learning curve maps the...
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MediaPost TVBlog Interview — The 3R’s of Advertising Effectiveness
The following is a repost of David Goetzl’s November 27, TVBlog post: ——————————————————————————————————————————————————– There’s no sense for advertisers to ever be fully satisfied with the...
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Revisiting Reach — The Promise of Cross-Platform Planning
Watching TV the other night, I saw an ad for Brand X. And another. And another and another. After the fourth viewing, I thought “Enough! How many times do I need to see the same ad during the same...
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iMedia Blog Post: Ad Effectiveness Formula for Success
At the recent iMedia Video Summit, I gave an insight address on the importance of standard metrics and end-to-end measurement in understanding cross-platform video advertising effectiveness. The...
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Watson Calling: Can Cognitive Computing Improve Ad Effectiveness?
The following post first appeared in the IBM “Building a Smarter Planet” Blog on May 21, 2013. =============================================================== It’s often said that marketers are...
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Shifting Digital Accountability to Brand Marketers
Growing up, when I was pestering my parents about something that I just really, really had to have (like a real, live pet monkey), they would often say: “Be careful what you ask for; you might just get...
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Neuroscience in Advertising: Making the :15 the New :30
The :15 second TV commercial has a lot in common with cubic zirconium—a cheaper and lower quality “look-alike” that is almost instantly recognizable by anyone as anything but the real thing. Often...
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Article from The Drum: 2014 Advertising Predictions
Starting today, I’ll begin sharing my Tweets and LinkedIn posts here in addition to original content. I’ll include articles and videos of interest about advertising, media, technology, neuroscience,...
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AdExchanger Article: Attribution Modeling Across the Marketing Funnel
Attribution Modeling Needs to Model Upper and Lower Funnel Metrics An interesting perspective from AdExchanger on how attribution modeling needs to evolve from measuring just lower funnel metrics like...
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Mediapost Article: More 2014 Advertising Predictions
More 2014 Advertising Predictions: More Top Funnel Programmatic, Mobile Integration, Privacy Power, TV to Video Here’s yet more 2014 advertising predictions, this time from Eric Bosco, CEO of...
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Social Media Explorer Article: 2014 Marketing Measurement Predictions
Ad Measurement Trends: Reach, Resonance, Reaction across Platforms I’m usually sceptical of many of the over-blown predictions coming from the social media space, but this article by Social Media...
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How Brands Grow – Blowing Up Marketing Shibboleths
How Brands Grow by Dr. Byron Sharp If you’ve never read it, you should. Dr. Sharp, from the Ehrenberg Institute of Marketing Science, takes aim at many well established marketing beliefs and...
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Motley Fool: Advertising Reach is Bigger Than You Think
As advertising moves increasingly across screens, measurement needs to move fast to keep up. This Motley Fool article takes a look at the time-shifted viewership of TV programs that occur outside the...
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Using TV Data to Optimize Digital
As the TV and digital worlds begin to merge, one of the more interesting new capabilities that advertisers and their agencies should be exploring is using TV audience viewing data to plan and buy...
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