Category: Display
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2008: The Year Search Won by a Knockout
I started seriously working in Search back in the year 2000. Eight years ago display ruled the Internet world and "search" as a line item on the marketing budget did not exist. Those display people made lots of money and then it ended, for a time. The display bubble didnât pop â it floated with…
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Lessons in Digital Content Creation & Technology from Search Advertising
Virginia Heffernan has an interesting piece in this Sundayâs NYT Magazine. The premise is that the new ways content is distributed and displayed calls for new types of content rather than trying to retrofit traditional content forms into the digital space. Of course this is true. Heffernan focuses her article onâŚwell, article content (specifically magazines).…
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Capturing the Gorilla: New Ways to Quantify the Value of Search
There is an ever-growing delta between the metrics that are commonly used to gauge search success and the true underlying value search marketing delivers. There is a ton of ROI being left on the table â not because it isnât being delivered but because it isnât being measured and marketed. There are a few metrics…
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Semantic Advertising in Action
Congrats to Eran, Jon and everyone at Dapper on the official release of MashupAds and some great press yesterday on RWW and TechCrunch The video below is a great overview of the power of this semantic technology to deliver relevance and exemplifies why RAMP is working so closely with Dapper to create new forms of (and platforms for)…
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Using Keywords for Display Ad Relevance
One of the most exciting things about the move to a Search OS in Display is the use of keywords for ad and content targeting. Sure, keywords have always been used in contextual ads but often results are poor with no disambiguation or optimization over the delivery (e.g. just check this button and weâll…
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The Two Modes of Delivering Relevance: Value Ad & Net-New
Yesterday with much excitement I dove headfirst into two new tools. Glue from AdaptiveBlue and LinkedIn Apps. Both provide for the distribution of relevant content into social media — or if you prefer, the distribution of relevant social media into content. Glue is a FireFox extension that provides social context to content while LI Apps…
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The Road to Nowhere: Behavioral Targeting Still Sucks
This post is inspired by and repurposed from my recent comments on the great blog of Jim Novo. From my experience profile creation by cookie, also known as chasing people around the web, is not an effective practice for performance minded advertisers (and isnât that everyone now?). It is a bad strategy to guess where…
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Think Like a Search Engine â APIs & User Control
There are two powers I feel are essential to unlocking the future of relevance in digital marketing. 1) The power of user control 2) The power of information correlations This is not new. You may have noticed the past few months that I keep referencing Google in my writing and presentations on this subject.…
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Spitting in the Face of Pessimism
If you are an entrepreneur in online advertising and you donât see this economic downturn as good news, then your business model is fundamentally flawed. All the pessimism I am reading seems to be coming from investors and entrepreneurs involved in businesses that have poor models. Did they learn nothing from the first .com bubble?…
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Display Becomes Us
Scott Rafer gets it. I don’ÂÂt know Scott, though I think we both spoke at CommunityNext and WidgetWorld Expo over the past year. In any case, his thoughts on the Lookery blog capture an important point that deserves an exclamation. “The increasing marginal returns of search advertising are now doing more than taking market share…
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Lessons in Ad Persuasion from Aristotle
In digital advertising persuasion is becoming more difficult, complex and valuable. Often, I find it helpful to strategize persuasive techniques for clients by going back to the originator of this thought, Aristotle. Two and a half years ago an early post on this blog discussed Artistotleâs concept of Kairos (timing) and how it could persuade…
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OMMA Global: Why Semantic Advertising Will Save Display
The following is rough transcript of my opening statements as moderator/presenter on this panel. Iâve also included my slides on the overview of the semantic advertising ecosystem for display and how each of the companies that were part of this great session (Dapper, RAMP, Peer39) are represented in it. The second part of the slides…
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McCain Wins Landslide Over Obama in Search Engine Marketing Election
During the pre-primary season I took a look at how the candidates were doing with SEM. The results were not pretty. Today, more than a year later, after both party conventions are over and the race is on I decided to revisit the SEM landscape of the Presidential election. Once again the results surprised me.…
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September Speaking Gigs: OMMA Global and AdMonsters Keynote
At OMMA Global Iâm excited and honored to be moderating and speaking on the first Ad industry conference panel ever on Semantic Advertising. Joining me are the two leaders of this emerging technology. Why Semantic Ads Will Save Display Friday 9/19 4:15pm – 5:00pm Session Description: Semantic technology is quickly redefining display advertising by creating…
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Building Interest Paths that Create Flow
As the intelligent and real-time web dynamically distribute content everywhere, understanding and creating interest paths will move to the forefront of marketing strategies. Pushed aside will be ideas of siloed marketing strategies to stages in the funnel. Right now we concentrate our online marketing strategy in two places for search, contextual & display. One day…
Optimize & Prophesize 