I'm writing this post on an airplane, watching President Obama's inauguration in real-time as I soar across the United States.
I'm heading to NYC because I'll be speaking on a panel titled From Real-Time Bidding to a Real-Time Marketing Culture at the OMMA RTB conference this Thursday, January 24.
(...at 2:30pm at the Grand Hyatt if you'd like to come...)
2012 was a crazy year for advertisers. It seemed like there was a new trend, buzzword or meme to make sense of every week. And, of course, the good folks at Traction are dedicated to helping you understand them.
Here's a roundup of my 12 favorite stories we wrote in 2012.
I had a byline today in Ad Age today about why the mobile ad industry is failing. There's great targeting capability happening with "Big Data" but what value does it bring to advertisers?
After writing a post a few weeks ago called "Is Coke it?" on the new content-driven website for coca-colacompany.com, Ashley Brown, Coke's head of digital and social media reached out to me and invited me to write a follow-up story on the pages of Coca-Cola's very own web site.
I just got back from the iMedia Breakthrough Summit which was almost completely focused on mobile. Within the first 10 minutes of the conference, someone cracked the joke that "once again, this is the year of mobile!"
There are a zillion stats I could post (I won't bother) showing we all use smartphones to access the internet these days. But what does that mean for advertisers?
It is pretty obvious that we are fans of the iconic work of Rankin-Bass studios, but it's not only their nostalgic stop-motion animation that we relish—it's also the sappy messaging that has shaped our lives and our business.
Which made us start to examine holiday TV specials and the lessons they teach.
I had a conversation with a potential client on Friday afternoon. She works for a technology company. A company with great technology in the cloud space.
I asked her about the brand messaging. She told me three product attributes. We have great scalability. We have great customer service. Etcetera.
Coca-Cola has relaunched their corporate website as a content portal with, get this, actual great content. Some of it is about the brand, but some isn't. Should Coke try to be a magazine? Will it succeed?
Is this a brilliant move or insanity?
In the mind of the consumer, every brand gets to be One Thing. When Bill Clinton ran for president, James Carville famously hung a banner in campaign HQ saying "It's the economy, stupid." No matter what question was asked from the press, the Clinton team knew their job was to turn the conversation back to the One Thing that really mattered to their "customers": the economy.
I recently had an article published in Ad Age today "Advertisers are still missing the mark with online video."