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Published:
September 27 2012
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Ad Serving
With standard retargeting, advertisers can reach a lot of consumers, but the vast majority are not interested in the ad. Here's a new breed of solution that delivers relevant ads to the right consumers.
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Published:
September 27 2010
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TARGETING
We are entering a new era in which aggregated audience data outweighs advertising inventory. Let's look at the mechanics of how this happened and what you should do about it.
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Published:
March 14 2007
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TARGETING
Find out what to do when the inventory you want isn't available.
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Published:
January 26 2007
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Video
The greatest video inventory is worthless if we can't streamline the way to get there. Underscore Marketing's COO provides tips gleaned from YouTube.
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Published:
December 04 2006
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TARGETING
Is straight BT the answer? Underscore Marketing's COO explains that coupling site-side behavior with display media served on the web might be a better solution.
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Published:
November 16 2006
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AD SERVING
Learn about the pesky impression and how we as an industry can come to a consensus on its measurement from Underscore Marketing's COO.
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Published:
June 24 2005
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DESKTOP APPS
Sugarshots, Sugarfoot, or Sugarloaf? Finding your audience.
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Published:
February 24 2005
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VERTICALS
Eric Porres, co-founder of online political advertising firm Pericles Consulting, describes challenges political advertisers -- and others -- face.
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Published:
December 17 2003
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VERTICALS
Travel has been a top-spending category on the Internet, and new capabilities provide promise for enhanced ROI.
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Published:
September 10 2003
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TARGETING
By adjusting the way they think about audiences, and using the Net to pinpoint those audiences, marketers can significantly increase the effectiveness of their online buys.
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Published:
August 13 2003
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VERTICALS
The U.S. grocery business is a $400 billion industry. And despite some failed early attempts at tapping this market online, players in the space today stand to gain big.
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Published:
July 30 2003
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WORD OF MOUTH
Promotional efforts could quite possible be the Trojan Horse that gets general market advertisers to utilize the Web as an advertising vehicle.
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Published:
April 02 2003
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VERTICALS
Now more than ever, travel marketers must focus on marketing efficiency as they defend their dwindling market share, so they’re embracing the Web with great gusto.
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Published:
March 05 2003
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POPULATION
The Internet offers an unprecedented ability to reach the lucrative at-work audience in an engaging way.
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Published:
February 12 2003
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INTEGRATED MARKETING
Looking toward a bright future for cross-platform marketing, many media executives are quick to offer tips for navigating these new and strange waters.
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Published:
February 12 2003
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INTEGRATED MARKETING
Sellers, agencies and advertisers all have an opportunity to sit in the driver’s seat with respect to generating demand for cross-platform packages, but not without facing obstacles.
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Published:
January 15 2003
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MEDIA PLANNING & BUYING
With a seemingly endless supply of new delivery technologies, capabilities, and ad sizes, how does a marketer know which vehicle will be successful? Here’s a brief look at the state of rich media.
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Published:
October 16 2002
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VERTICALS
Interactive media provides brand immersion and interaction, allowing brand fans to experience what they’ve come to expect from their preferred brands.
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Published:
September 18 2002
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VERTICALS
New media that offer consumers the ability to interact with brands represent a chance for CPG companies to get in front of consumers in a more compelling way.
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Published:
August 07 2002
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DESKTOP APPS
Travel companies are using the Web to reach consumers during the planning phase, as well as to target those who have booked certain trips or are traveling for business.
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Published:
July 31 2002
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VERTICALS
Online retail sites enable customer segmentation analysis, personalized communications with consumers and brand building.
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Published:
July 17 2002
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VERTICALS
As a follow-up to yesterday’s report on the health and pharmaceutical industries’ use of interactive media for marketing, Underscore Marketing takes a close-up look at a sometimes complimentary, sometimes competitive industry – nutrition.
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