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Category Archives for Media Planning & Buying

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Native Advertising: But It Doesn’t Look Like an Ad

How many times have you seen the headline, “Display advertising is dead?” The truth is, display still works for brands – but not without overcoming some hurdles. Banner blindness remains a big challenge, and privacy concerns on the part of marketers are making it harder for brands to hyper-target an audience and take advantage of […]

Under the Hood of Facebook’s New Custom Audiences

In early September, Facebook launched a new targeting feature called “custom audiences.” Custom audiences allows advertisers to use encrypted personal information about users, including their email, phone number and Facebook user ID, and match it to their CRM databases. The result is that marketers can sync both online and offline data, and target their offline […]

With Interest Targeting, Twitter Takes its Ad Product to the Next Level

As social platforms continue to establish themselves in the competition for ad dollars, Twitter is the latest in announcing changes to increase its options for advertisers. Twitter recently added interest targeting to its paid advertising offering, giving marketers the ability to target users who share interests with their brand’s current followers. Marketers can target more […]

Facebook Makes a Play in Search with Sponsored Results

Facebook has officially released its Sponsored Results product, following a month of testing. This represents Facebook’s first foray into paid advertising in the search bar and, perhaps, a first step towards a better search experience within the platform. Facebook made the announcement to partners and advertisers via email on Thursday. For marketers, the Sponsored Results […]

3 Steps for Using Attribution to Maximize ROI

Attribution is one of digital marketing’s biggest buzzwords and has become the focal point of many advertisers’ daily lives. Yet, the definition of attribution, including how it should be utilized and the problems it addresses, varies widely. According to a recent Google Analytics and Econsultancy study, 72 percent of client-side marketers say that attribution leads to […]