Home » Archive

Articles in the Contextual Advertising Category

Contextual Advertising, Coupons/Deals »

[1 Dec 2013 | No Comment | ]

Retargeting is now available for local marketing campaigns after having been primarily used by national marketers.
The practice, which inserts ads that had previously been viewed on other sites, has become increasingly important for online marketing. But it hasn’t been widely applied for local campaigns. High minimum spending amounts and hands on account management had made …

Ad Sales, Ad Sales, National, Advertising Networks, Brand Marketing, Contextual Advertising, Hyper-Local, ILM West, Location Targeting, Mobile, Online/Interactive »

[8 Dec 2012 | No Comment | ]

Verve Mobile’s CEO Tom MacIsaac is bullish on local publishers’ ability to drive this revenue growth by selling local audiences not just to local advertisers but also to national brands seeking access to local audiences in a trusted context, through partners like Verve.
The secret sauce is Verve’s ability to deliver quality location-based audiences into a …

Ad Sales, Advertising Networks, Brand Marketing, Contextual Advertising, Devices, Digital Out of Home, Mobile, Online/Interactive, Video »

[15 Apr 2011 | No Comment | ]

BIA/Kelsey moderated a panel on “the Out-of-Home User Experience” (click on image for link to streaming video) at MediaPost’s Digital Out-of-Home Forum (DOOH) in New York. DOOH is the third-fastest growing ad medium after mobile and online video.
Paul Lindstrom, senior VP, Nielsen OnLocation, kicked off the panel with data showing video engagement is about 80 percent …

Advertising Networks, Brand Marketing, Contextual Advertising, Coupons/Deals, Hyper-Local, Location Targeting »

[18 Nov 2010 | 2 Comments | ]

There is a lot going on in online media on the East Coast evidenced by the panel on geolocation here at the Internet Summit in Raleigh, North Carolina, sponsored by TechMedia and Southern Capital Ventures. Geolocation continues to be major news given the press coverage of Gowalla, Foursquare, Google and Facebook, which are all chasing …

Brand Marketing, Contextual Advertising, Devices, Google »

[17 Nov 2010 | No Comment | ]

Content remains king on the Internet mainly because there are more ways to produce, connect and interact with content than ever before. According to Rod Smith of IBM, “there are more ways to dig into content than ever before, but it also produces more targeted ways for advertisers to interact with the audiences they are …

Ad Sales, Ad Sales, National, Contextual Advertising, Coupons/Deals, General Marketing, Online/Interactive, Social »

[3 Oct 2010 | One Comment | ]

Show biz marketing accounts are huge, and their agencies are always looking for more ways to localize them. They’ve now inspired efforts by ValPak, the promotions giant, and Eventful, the local events site that boasts an audience of nearly 20 million users. They build on top of earlier local efforts by AOL Digital City, Yahoo …

Ad Sales, National, Advertising Networks, Contextual Advertising, General Marketing, Sales Best Practices, SEM »

[20 Aug 2010 | 5 Comments | ]

We had the opportunity to sit down with industry leader MediaTrust to understand the major changes in the in the performance marketing (pay-for-results) category and the challenges of developing a cost-per-lead (CPL) model.
MediaTrust began as an affiliate marketing company, but was continually challenged by the deceptive practices of many affiliate marketers and publishers. Understanding …

Blogging, Contextual Advertising, User-Generated Content »

[1 Jul 2010 | One Comment | ]

Praized Media, recognizing that social-based media has largely moved from the blogosphere to social media sites during the past two years, has now rolled out “Needium,” a new semantic search site that crawls Facebook and Twitter for specific leads.
“A lot of the conversation in blogs now occurs on Twitter and Facebook,” says cofounder Sebastian …

Ad Sales, Contextual Advertising, Social »

[1 Apr 2010 | No Comment | ]

Clickable has announced that it will add support for Facebook advertising that allows its Pro users to directly compare social and search results. The effort follows initiatives by rival “search resellers” like ReachLocal, Yodle and Orange Soda to broaden their platforms for organic search and display.
It also comes after accounts from Hitwise and others that …

Conferences, Contextual Advertising »

[23 Mar 2010 | No Comment | ]

Content creators that seek to optimize millions of pieces of content for contextual vertical advertising were on full display at Marketplaces 2010 today in San Diego.
Luke Beatty, founder and president of Associated Content, noted that his company was “the first crowd-sourced media platform” and now attracts 16 million unique visitors. Research done for the company …

Call Monetization, Contextual Advertising, General Marketing, Shopping, offline, Shopping, online, Verticals »

[16 Feb 2010 | No Comment | ]

I had the opportunity to speak with Brad Reynolds, CEO of Mongoose Metrics, a Cleveland, Ohio-based call measurement and conversion analytics company. Reynolds was quick to point out that it is not simply a call tracking company, but rather it is dedicated to linking online and offline conversion so clients can better understand what leads …

City Guides, Contextual Advertising, Hyper-Local, Mapping »

[11 Dec 2009 | One Comment | ]

Mapping has become less about radius of where you are and more about what people define as local, how far people are willing to travel and the importance of certain events or locations in their community. While the advertising paradigm has focused on ZIP codes/postal codes, consumers identify more with neighborhoods or specific areas of …

Advertising Networks, City Guides, Conferences, Contextual Advertising, Hyper-Local, Location Targeting, News, online, Social, User-Generated Content »

[11 Dec 2009 | No Comment | ]

Neil Budde of DailyMe and Mike Orren of Pegasus News helped the ILM:09 audience understand what it takes to offer a truly customized news offering that is engaging and relevant.
One of the key takeaways both Orren and Budde discussed was the idea that not everything can or should be customized on the news site. …

Contextual Advertising, Google, Online/Interactive »

[11 Mar 2009 | One Comment | ]

Google today announced a noteworthy addition to the relevance algorithm that dictates what ads you see throughout its AdSense network. Known as Interest Based Advertising, essentially what it does is add behavioral targeting to a formula previously ruled by contextual targeting.
Its AdSense network (network of websites that agree to host “Ads by Google”), in other …

Ad Sales, Advertising Networks, Contextual Advertising, Online/Interactive, Paid Search »

[18 Feb 2009 | 2 Comments | ]

Clearly, SMB marketing is no longer just about local search and directory listings. While search remains an important piece of the pie, display is emerging in its own right.  Marchex, AdReady, Cobalt’s Admission, MediaTraks, Mixpo and Jivox are among those companies that have been targeting SMBs and others for display (and rich media) solutions.
Now, ReachLocal, …

Advertising Networks, Contextual Advertising, Display Advertising, Google, Newspapers, Online/Interactive »

[20 Jan 2009 | No Comment | ]

Google, as part of a series of cutbacks, is eliminating its Print Ads program, which had 800 newspapers and other print sources participating. The program, which began in November 2006 with 50 newspaper partners, stops selling new placement Feb. 28.
The Print Ads program, launched for Google by online pioneer Tom Phillips (DejaNews, Starwave, Go Network, …

Advertising Networks, Brand Marketing, Contextual Advertising, Devices, Directory Assistance, General Marketing, Online/Interactive »

[21 Nov 2008 | One Comment | ]

The phone is quickly advancing as a means of pushing out ad-sponsored content that mimics some of the popular mobile advertising features.
Greg Webster of VoodooVox, at ILM:08, debuted some of the new features of the company’s In-Call Media group, demonstrating additional marketing opportunities via on-hold messages, “pre-call” messages when using calling cards, and distribution over …

Advertising Networks, Contextual Advertising, Google, Online/Interactive, Verticals »

[3 Nov 2008 | No Comment | ]

Press releases are rich in content — richer than most ads. Many local events, businesses and services routinely write them. But they often don’t get past the “about us” sections on their own Web sites. The releases aren’t easily found, unless people know enough to specifically Google them.
The search engine marketers behind Newsforce have a …

Ad Sales, Ad Sales, National, Advertising Networks, City Guides, Classifieds, Conferences, Contextual Advertising, Devices, Display Advertising, Google, Hyper-Local, Mobile, Newspapers, Online/Interactive, SMBs, Social, Verticals, Video, online, Web 2.0, Yahoo!, Yellow Pages, Internet »

[24 Sep 2008 | No Comment | ]

OK, we’ve got the format(s) and “best and brightest” speaker roster set for Interactive Local Media: Extending Local Channels, which is Nov. 19-21 in Santa Clara, California, next to San Jose.
At the top of the list is Angie Hicks, “the Angie” from Angie’s List, and Rodney Rice from ServiceMagic. They’ll tell it all during one-on-one …

Ad Sales, Brand Marketing, Contextual Advertising, Display Advertising, Online/Interactive, Yellow Pages, Internet »

[6 Aug 2008 | One Comment | ]

TMP Directional Marketing, an interactive and print advertising agency specializing in local services and franchises like HoneyBaked Ham and The Men’s Wearhouse, is seeing a slight rise in verticalization, more performance-based solutions and ever increasing use of online promotions to drive offline sales, according to longtime industry vet Gregg Stewart, a senior VP at the …