Opinion


4 factors to consider in mobile advertising

April 23, 2014

Advertisers expect two things from their media partners: the ability to anticipate consumers’ needs, and the ability to change behavior.

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3 rules by which to measure mobile creative

April 21, 2014

While the talk of mobile advertising is loud and the technology is available, adoption by marketers is still in its early stages. Their hesitation is understandable. No digital marketing solution can achieve real scale until the measurement problem has been solved.

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Pay per call and mobile search are the future of mobile commerce

April 18, 2014

Mobile commerce is rapidly taking share from desktop-based ecommerce. As a result, mobile search will eclipse desktop search, with profound implications for mobile marketers by this time next year.

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3 recent market shifts in in-game advertising

April 17, 2014

The concept of in-game advertising is not entirely new since players have seen the obvious placement of ads. What is new are three recent market shifts that are putting games, and the advertisers’ role within them, further into the spotlight.

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Stuart Weitzman positions itself as Coachella staple to reach younger audience

April 16, 2014

U.S. footwear label Stuart Weitzman is targeting music festival attendees with digital content informing consumers that the brand carries the ideal footwear for Coachella.

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Mobile display ads: Early data shows that double opt-in does not improve quality

April 16, 2014

Early data shows that double opt-in has only a modest impact on accidental clicks.

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Applying true luxury marketing principles to the broader luxury sector

April 15, 2014

True luxury is mainly a French and Italian business model: a careful balancing of authentic quality and ethereal yet undeniable emotions, which leads to strictly speaking irrational purchasing behavior. It is not easy, and it is not a trick – the benefits are quite real.

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If a tweet falls in the forest . . .

April 14, 2014

Just when you thought you have mastered your applications and browser tabs, add offline interactive signals to this digital cacophony.

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Go ahead, admit it: these new PC sites suck

April 11, 2014

In the rush to build the mobile site of their dreams, marketers and publishers have turned their larger-screen Web sites into a nightmare.

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5 tips to boost search engine optimization in a competitive environment

April 10, 2014

While rankings are an important part of a search engine optimization campaign, there is a lot more to it than that.

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