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Tracy Tuten

Google Runs Offense on Bad Ads - 0 views

www.usatoday.com/...4513431

google advertising adwords regulations ethics

shared by Tracy Tuten on 22 Jan 14 - No Cached
  • Tracy Tuten on 22 Jan 14
     
    "SAN FRANCISCO - Google yanked 59% more "bad" advertisements from its online systems last year as the world's largest Internet search provider stepped up a battle against a barrage of counterfeiters, suspect downloads and other malicious activity on the Web. Google removed more than 350 million bad ads in 2013, up from about 220 million the year before. That's almost 1 million suspect ads a day. The increase was partly driven by the overall surge in online advertising, most of which is legitimate. But as Google introduces new products, scammers adapt and develop new ways to game the system. "It's a challenge," says Mike Hochberg, ads engineering director who oversees hundreds of engineers and policy experts focused on this at the company. "Google continues to add new types of ads and formats all the time, and that creates new work to track down new ways of creating bad ads." Google's online ad business has become so lucrative, generating billions of dollars a year in profit for itself and its partners, that the company's platforms, such as AdWords and AdSense, are a huge draw for what it calls "bad actors" looking to grab some of this money. In 2011, Google agreed to pay $500 million to settle allegations by the U.S. Department of Justice that ads for Canadian online pharmacies contributed to the illegal importation of prescription drugs. Last year, Mississippi Attorney General Jim Hood said Google was still allowing ads for illegal online pharmacies that sell dangerous or counterfeit drugs without a prescription. Google published a scorecard on its constant battle against such activity for the first time in early 2013, and the company is releasing the second report now. Hochberg says the reports and Google's increased efforts to limit bad ads and online scams were not related to the counterfeiting settlement. "Ensuring that we are serving good ads for users has been part of our ad programs from day one," he says. "Last year, we decided to put out a pseudo
Tracy Tuten

MediaPost Publications Endorsements Don't Earn Trust For Marketers 11/07/2013 - 0 views

www.mediapost.com/...-earn-trust-for-marketers.html

ecuadvertising endorsements celebrity

shared by Tracy Tuten on 07 Nov 13 - No Cached
  • Tracy Tuten on 07 Nov 13
     
    On the value of celebrity endorsements in advertising
Tracy Tuten

NIKE, Inc. - Nike Inspires Women to #JUSTDOIT - 0 views

nikeinc.com/...ike-inspires-women-to-justdoit

ecuadvertising nike just do it

shared by Tracy Tuten on 28 Oct 13 - No Cached
  • Tracy Tuten on 28 Oct 13
     
    Nike continues its heroic just do it campaign. Europe, 25th anniversary
Tracy Tuten

Kia Soul - Semiotic Analysis and Product Identity | Advertising & Society - 0 views

advsoc2013.wordpress.com/...nalysis-and-product-identity-3

semiotic analysis Kia Soul 2013 advertising ECUadvertising assignment example

shared by Tracy Tuten on 08 Oct 13 - No Cached
  • Tracy Tuten on 08 Oct 13
     
    A semiotic analysis of a Kia Soul ad.
Tracy Tuten

Guide to Agency Compensation - 0 views

www.aaaa.org/...default.aspx

ECUadvertising agency compensation AAAA

shared by Tracy Tuten on 17 Sep 13 - No Cached
  • Tracy Tuten on 17 Sep 13
     
    List of reports from AAAA on agency compensation and client recruitment
Tracy Tuten

A+E Networks CEO Nancy Dubuc, the Duck Whisperer - Businessweek - 0 views

www.businessweek.com/...nancy-dubuc-the-duck-whisperer

ECUadvertising upfront Duck A&E creativity

shared by Tracy Tuten on 14 Aug 13 - No Cached
  • Inside a giant tent at New York’s Lincoln Center in May, Phil Robertson strolls onstage. He’s wearing camouflage pants, wraparound sunglasses, and a solid-black long-sleeve shirt that accentuates his signature beard, which is off-white, unruly, and of ZZ Top proportions. Before him are a multitude of linen-draped tables, where media buyers from advertising companies sip wine, nibble on plantain chips, and listen to yet another pitch on how they should spend their clients’ budgets. This is advertising “upfront” season in New York, and Robertson, a cast member on A+E Networks’ runaway blockbuster reality program Duck Dynasty, is one of the stars of tonight’s show.
  • The final episode of the show’s third season, which aired on the A&E channel on April 24, was watched by 9.6 million viewers, according to Nielsen (NLSN), beating everything on both cable and broadcast television that night in the 18- to 49-year-old demographic, including the NBA playoffs and Fox’s American Idol.
  • Upfront season is a festive, testy time of year when every TV network (and, these days, a handful of businesses with large, online video operations such as YouTube (GOOG) and Yahoo! (YHOO)) throws a lavish self-congratulatory party, rolls out its programming lineup for the coming season, and tries to sell ad space in advance. This past season, the proliferation of choices for consumers took a major toll on the traditional broadcast networks, which collectively lost a sizable portion of their viewing audience. “The math says that broadcast erosion is throwing over a billion dollars up for grabs in this year’s upfront,” Berning tells the ad buyers. “If you’re tired of paying a failure tax, we have lots of successful programs for you to invest in.”
  • ...2 more annotations...
  • It’s a sales pitch that’s been working for A+E Networks, a private New York company owned by Hearst and Disney (DIS) that operates a portfolio of cable channels, including History, Lifetime, and A&E. (A+E is the name of the company; A&E is the name of the channel.) According to data from SNL Kagan, ad revenue at A&E grew from $366 million in 2008 to $477 million in 2012. During that same period, ad revenue at History grew from $310 million to $499 million. A+E Networks generates roughly $1.2 billion of profit on $3.6 billion of annual revenue, according to a network source who was not authorized to speak publicly about the company’s finances.
  • Ad buyers know that over the past year, few companies have done a better job of capturing the fragmented attention of TV viewers. A+E has thrived thanks in part to a slate of reality shows that focus on lifestyles far removed from the office-tied lives of the white-collar, urban strivers who make TV. A+E executives brag that their channels air 18 of the top 50 entertainment shows among adults on ad-supported cable. The current lineup includes Ice Road Truckers (about arctic truck drivers operating in remote, dangerous conditions), Ax Men (logging crews), Swamp People (Cajun alligator hunters), Pawn Stars (Las Vegas pawnshop owners), and American Hoggers (feral pig exterminators in Texas). History recently aired the fifth season of Top Shot, a reality competition in which contestants shoot rifles, handguns, and grenade launchers.
  • Tracy Tuten on 14 Aug 13
     
    Great article on redesign, creativity, upfronts, programming, and leadership
Tracy Tuten

Upfront Pitches Don't Shape Fall Budgets, Buyers Say | Special Report: TV Upfront - Adv... - 0 views

adage.com/...242975

ECUadvertising media upfronts

shared by Tracy Tuten on 01 Aug 13 - No Cached
  • The number of presentations has continued to grow, with over 70 events held this year, according to the firm. The addition of the NewFronts, digital video's attempt to steal some ad dollars from TV budgets, has significantly crowded the calendar.
  • "Hundreds of millions of dollars are spent on upfront events… What's interesting to see is just how useful they are and how much they affect marketers and buyers decisions," said Bob Flood, VP-media consultant at Advertiser Perceptions.
  • With the end approaching for this year's upfront talks, where networks secure commitments for ad time in the approaching TV season, research firm Advertiser Perceptions asked over 300 marketers, agency executives and media buyers about the dog-and-pony shows that kick off negotiations. More than half -- 61% -- said attending the presentations didn't affect their decisions about allocating ad dollars.
  • ...6 more annotations...
  • Unfortunately for any would-be reformers, that annoyance is no license to quit putting on a show. "Anyone absent from the lineup will be noticed," he said. "They serve as a networking opportunity, are buzz-worthy and help develop more trustworthy relationships with the organization."
  • While networks try to outdo each other with celebrity appearance and stadium-worthy musical performances, only 4% called the presence of talent "extremely influential" on their decision to attend, their perception of a network or their ultimate investment. Some 42% rated talent "somewhat influential," while 38% called it "not very influential."
  • Research and data has become an important part of the mix at the upfronts, where networks and web publishers were eager to call out stats favoring their stories. But numbers can be manipulated any way the networks like, Mr. Flood said, and 72% of media buyers and advertisers found the research provided at the presentations only somewhat relevant to their decision making.
  • While big media conglomerates often emphasize the potential of their entire portfolio during negotiations, media buyers and advertisers care more about the power of individual networks, according to the research. Digital video was the hot topic this year, and on that front media executives agreed with sellers, with 75% saying they expected to increase spending in digital video over the next 12 months, compared to just 1% saying they expected to cut it.
  • The actual dollar amount going into the digital space is still small compared to TV, Mr. Cohen said. But there's no question money is coming out of broadcast TV, with 26% of respondents saying they plan to decrease the amount they spend on the Big Four networks. In comparison, 35% of those surveyed plan to spend more in cable TV this year.
  • In what's perhaps a bit of an anticlimax, buyers ultimately rated price as the most important factor. Some 82% of TV decision-makers and 76% of digital decision-makers said attractive pricing is the thing most likely to convince them to spend more. So, networks be warned: It doesn't matter if you have Jay-Z or Kanye West performing if your ads aren't an attractive value.
  • Tracy Tuten on 01 Aug 13
     
    Overview on the 2013 upfront season
Tracy Tuten

The choice for clients: Price vs value, vendors vs partners, delivery versus excellence... - 0 views

martinweigel.org/...ers-delivery-versus-excellence

compensation ECUadvertising agency budgeting

shared by Tracy Tuten on 01 Aug 13 - No Cached
  • Tracy Tuten on 01 Aug 13
     
    On agency compensation
Tracy Tuten

Marketing's Next Five Years: How to Get From Here to There | News - Advertising Age - 0 views

adage.com/...237616

advertising Marketing adage 2012 predictions ECUAdvertising

shared by Tracy Tuten on 22 Oct 12 - No Cached
  • By 2017, 85% of the world will be covered by 3G mobile internet and half will have 4G coverage, according to Sony Ericsson. Three billion smartphone users will contribute to data traffic that's 15 times heavier than today's. For more and more consumers, the most important screen will be the tiny one in their pocket.
  • To put it bluntly, there needs to be more ad spending on mobile, which now comprises only about 1% of budgets, according to a recent study from the consultancy Marketing Evolution. Based on ROI analyses of smartphone penetration, that figure will be about 7%. In five years' time, that number will need to be in excess of 10%.
  • USER EXPERIENCE IS THE NEW 30-SECOND SPOT User-experience design is too often thought of as a digital-marketing task, ensuring that website and app development meet and ideally exceed usability standards.
  • ...4 more annotations...
  • The proliferation of digital interfaces when we interact with brands offers a perfect metaphor for how the industry should be thinking about brands. Agencies of all stripes need to think about how they can integrate big-thinking experience designers into their creative and strategy offerings. Inspirations include startups such as Uber, whose brilliantly designed mobile app and fleet of friendly drivers, is taking the pain out of ordering and paying for car service in urban environments.
  • Experience Design practice uses nontraditional, interdisciplinary teams whose shape depend on the brand in question. "This hyper-bundled approach helps us disseminate experience design and other thinking throughout all kinds of projects."
  • A recent Association of National Advertisers study delivered a grim finding on how agencies get paid: "New methods of compensation like value-based remuneration that rewards performance have not taken hold globally. Only 4% [of respondents] reported utilizing them." That's a depressing stat. Now here's a ridiculous one from a 4A's study: Agencies bill mobile developers at a rate less than half what account-services directors receive. The compensation crisis has been on the industry's radar screen for years. The decline of the cushy, reliable 15% commission, coupled with the rise of procurement, has led to downward pressure on agency margins and widespread complaints about agencies losing their status as partners to become lowly vendors. Assuming we're not going to ditch the very flawed charging-for-time model, the fix is clear: a shift to performance-based compensation agreements that reward effectiveness and not time sheet completion. Underwear purveyor Jockey International and its ag
  • ency, TPN, offer an excellent model based on, as Jockey CMO-exec VP Dustin Cohn described it, "earned profits and payment on work output." Agency and client work together to determine the scope of work and metrics that determine the entire profit markup. Said Mr. Cohn: "Putting all of their profits on the line validates that the agency really believes in the client-brand and what they can do to move it forward." Steve Blamer, former big agency CEO and compensation consultant, said it's up to agencies to become honest about profit margins and income levels. "I'm astonished at how reluctant agencies are to provide transparency around their costs." At the same time, client marketers need to be willing to pony up for deserving work. And some are not.
  • Tracy Tuten on 22 Oct 12
     
    Imagine five years out. It won't hurt, we promise. Even the worst-case forecasts have our economic malaise nearing an end by then, a dreaded lost decade coming to a blessed conclusion and a true recovery taking shape with low unemployment and revitalized consumers. Once again the ad business will be growing. But a new media and marketing order will be taking hold. In measured-media terms, in 2016, the furthest year forecast by eMarketer, TV will still own the biggest piece of the marketing pie (36%), but just barely. Online advertising, at 31%, is sure to be hot on its heels. Further behind but growing fast will be mobile, whose share will have jumped from about 1% today to 5% as marketers chase a wholly mobile consumer reveling in constantly improving gadgets and services (see chart below). The rise of mobile, coupled with an evolving, more web-like TV market will present a vastly different communications landscape. Rising to the challenge will entail many changes in old processes, from compensation to measurement. Whether you're ready depends in part on what you do now.
Tracy Tuten

DAGMAR - Defining Advertising Goals for Measured Advertising Results | drypen.in - 0 views

drypen.in/...sured-advertising-results.html

dagmar objectives ECUadvertising

shared by Tracy Tuten on 01 Aug 13 - No Cached
  • Tracy Tuten on 01 Aug 13
     
    Description of Russell Colley's method for setting ad objectives.
Tracy Tuten

THANK YOU MOM Media Lions Winners & Shortlists Cannes Lions International Festival of C... - 0 views

www.youtube.com/watch

creativity media winners cannes P&G integration ECUadvertising

shared by Tracy Tuten on 01 Aug 13 - No Cached
  • Tracy Tuten on 01 Aug 13
Tracy Tuten

THANK YOU MOM | Media Lions | Winners & Shortlists | Cannes Lions International Festiva... - 0 views

www.canneslions.com/...entry.cfm

creativity media winners cannes P&G ECUadvertising integration

shared by Tracy Tuten on 01 Aug 13 - No Cached
  • Tracy Tuten on 01 Aug 13
     
    Best integrated campaign in Media, CANNES 2013
Tracy Tuten

The One Club / Home - 0 views

www.oneclub.org/#pane=events

ECUadvertising Oneclub

shared by Tracy Tuten on 25 Jul 13 - No Cached
  • Tracy Tuten on 25 Jul 13
     
    Good resources for ad students
Tracy Tuten

Thank You for Downloading the Evolution of Advertising | Inbound Marketing Assessment |... - 1 views

offers.hubspot.com/...evolution-of-advertising

ECUAdvertising advertising evolution history

shared by Tracy Tuten on 08 Jul 13 - Cached
  • Tracy Tuten on 08 Jul 13
     
    presentation from Hubspot on the evolution of advertising
Tracy Tuten

How Cluttered Is the Advertising Landscape, Really? [Timeline] - 0 views

blog.hubspot.com/advertising-landscape-timeline

landscape timeline infographic ECUAdvertising dq bb

shared by Tracy Tuten on 08 Jul 13 - Cached
  • Even before a major communication channel comes of age, it is immediately invaded with advertising. And so much media has proliferated in just the last 22 years that it’s mind-boggling to think about it taking us nearly 400 years to emerge from a print-dominated media landscape, and 48 more years to emerge from period of pre-digital platforms such as TV and radio, to finally arrive at the disproportionately short two-decade span where digital now dominates most advertising budgets.
  • From the moment printing became possible with the invention of the printing press way back in 1440, advertisers began plastering posters on walls and doors within their communities. The first poster ad in English is placed on church doors in London in 1492! Over the next 400 years, ads would find their way into newspapers, magazines, and other print media.
  • When you allocate that across the 2.4 billion internet-connected persons on the planet, it means there are 417 web pages and 2,502 display ads for each! It's simply bonkers to think pumping more interruptive ads into the internet is going to work. Want some more reasons why? Here, lemme tell you: In 1920, there was 1 radio station. In 2011, there were 14,700. In 1946, America had 12 broadcasting TV stations. In 2011, there were over 1,700. In 1998, the average consumer saw or heard 1 million marketing messages – almost 3,000 per day. It’s even more than that now. Just imagine how many Facebook posts or tweets you scroll past every day. Each of those are messages, and now, oftentimes ads. 
  • ...1 more annotation...
  • Not only has the media landscape grown by type; each type has grown exponentially in volume. Nowadays there’s a magazine, TV channel, radio station, and a gajillion websites for every conceivable interest. And when we say “the internet” as an ad platform, that’s more than one trillion pages we’re talkin’ about. That's one thousand billions, which looks like this: 1,000,000,000,000. Now take that number and multiply it by 6, because that's how many display ads (only one type of ad) were shown across the internet in 2012, according to comScore.
  • Tracy Tuten on 08 Jul 13
     
    A look at the cluttered ad landscape in history
Tracy Tuten

18 Useful Internet Marketing Statistics that You Can't Ignore - 0 views

www.slideshare.net/...tatistics-that-you-cant-ignore

internet marketing statistics 2013

shared by Tracy Tuten on 28 Jun 13 - Cached
  • Tracy Tuten on 28 Jun 13
     
    Compelling stats about digital marketing
Tracy Tuten

Ad School Grad Publishes Phony Press Release from 'Dream Agency' - 0 views

www.mediabistro.com/...eric-kallman

ecucob ecuadvertising creativity jobhunt BFG resumes

shared by Tracy Tuten on 11 Jun 13 - Cached
  • Tracy Tuten on 11 Jun 13
     
    Interesting way to get a future employer's attention! 
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