Category Archives: Current Affairs

iMetrics Comes of Age … More Web Ads Improve Their Aim –

More Web Ads Improve Their Aim – “A long time ago in a galaxy far far away…” Sorry, wrong story.  It was a long time ago, however, when I was at Wunderman.  We created this metrics package because we didn’t trust the client’s reporting package.  We called it iMetrics and, while we were building this tracking package we realized that not only could we tell what our users were doing on the site, but, we could, with the inclusion of a VERY small piece of additional code, deliver targeted call-to-action messaging during their browsing experience.  We played with it, talked to our strategy and planning folks, and created some interesting logic to deliver the ads based on the users actions within the site.  Using this simple methodology we were able to boot our lead generation for the client by more than 2000% (no, that isn’t a typo).  The message, from that, and something that has continued to stick with me for the past 10 years, is, “Give the Consumer What They Want, When They Want It.” This ties directly to something over on eMarketer, an article about ad personalization & targeting, another good read.

Click Fraud Climbing – eMarketer

Click Fraud Climbing – eMarketer. This is a great article from eMarketer discussing an increasingly important phenomenon… Click Fraud.  Many Search Marketing (SEM/PPC) firms out there use something called “automated bid management.”  The problem with these automated systems is that they react only to activity, they’re not looking at the posibilitiy of fraud, etc.  It is important, in my opinion, that only a mix of custom developed automated tools and human monitoring can succeed in today’s volatile marketplace. Marketing Vox had an article on this topic at the end of January, as well.

WPP Takes Stake in Omniture

WPP Takes Stake in Omniture. Well, it’s happened.  The analytics company is “in bed” with the “big agency.”  Who’s looking out for the client?  Almost 10y ago I led a team to build the first ever (that we knew of) metrics system that delivered behavior based targeting as well as analytics for one of our clients.  The client asked, “why should I trust your numbers,” and we used a 3rd party to validate our results for them.  Now, the 3rd party is just another shill for the agency… Be careful what you wish for, you just might get it,… and in the case of client’s demanding lower fees and more services, this is the kind of thing that happens.

Y&R Bolsters Digital Capabilities via VML Alliance

Y&R Bolsters Digital Capabilities via VML Alliance. Here we have another “honest” answer from a “big agency” about how they’ve been doing interactive.  When Y&R bought VML in 2001 I was at Y&R.  We were told, then, than all of our interactive work would be moving to VML and we all needed to start looking elsewhere for employment.  Since that time Y&R has moved/lost much of the individual office work to VML.  This story is about 7y too late in coming, IMHO.

Proof That Print Advertising is Dying? is running an AP story, here, breaking the news that Tribune Co., the owner of the LA Times, Chicago Tribune, Chicago Cubs, Orlando Sentinel (they've posted a story as well), etc., is considering filing bankruptcy.  The Wall Street Journal reports that they've hired investment firm Lazard Ltd., and law firm Sidley Austin, to help them get through a Chapter 11 filing.

What will this mean for advertising agencies?  In my opinion, more of what we've seen in the last few weeks, ad dollars will be moving from the offline world of shotgun style strategies to a highly targeted online world.