Jim Meskauskas
Summit Alumni

Jim Meskauskas

Chief Strategic Officer, Media Darwin, Inc.

Jim Meskauskas is a Partner and Co-Founder of Media Darwin, Inc., providing comprehensive media strategy and planning.  Prior to that, Jim was the SVP of Online Media at ICON International, an Omnicom Company, where he spent nearly five years. He was responsible for working with other agencies on the development of media buying and planning across ... more

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Marketing predictions for the next 6 months

It's time to take a peek into our industry's crystal ball. Here are the trends you need to track.

The ultimate guide to creating a solid brand strategy

To build a successful strategy, you must first understand what your brand means to your customers. Here are the five questions you should ask yourself. 

How to media plan for an uncertain digital future

How does one put together a long-term digital campaign that is consistent and relevant in the face of constant change? The answer might surprise you.

4 marketing megatrends you need to watch

Is Facebook's star losing its shine? Will our industry finally gain access to better metrics? Let's take a look at these and other recent industry developments and their prospects for the coming year.

6 months in review: Digital's biggest trends

We're halfway there, and it's time to take stock. Let's examine the biggest trends our industry has seen since the dawn of 2011, and their potential staying power for the coming months.

6 digital marketing words that must die

The language of online advertising is littered with the debris of words that have been lost, retired, or have simply passed away. Consider these examples.

The problem with "going viral"

Advertisers looking to make the most of their marketing dollars often seek campaigns that will "go viral." Let's examine what that word really means and why it isn't a strategy.

Why your campaign is cheapening digital

As media transactions are becoming more commoditized, we are losing the business value that agencies provide. See why this impending cycle is likely to stifle creativity and strategy in the name of cost savings.

Why would an agency want to be an ad network?

Agencies and their respective holding companies are entering the ad network business, but it's probably not a good idea. Find out why.

The myth of media buyers' clout

The concept of clout should be viewed as the industry's bane. Here's why a cost-centric view of media will only keep us in the transactional ghetto.

Why your CPM obsession needs to end

Online media planners always focus on the CPMs, but they shouldn't. Our media strategies editor explains why.

6 stupid media planning mistakes

A seemingly simple oversight can doom your media plan from the start, render it sterile and ineffectual, or make it a complete waste of time and money. See how you can cover your campaign bases.

The dark side of Twitter

Twitter, like email, is great for moving bits of data, but it is not an experience, and it is not a conversation. Learn why the platform might be a false start for marketers.

The new fundamentals of digital engagement

If your site launched more than a year ago, it's time to dust it off and give it an overhaul. Here's a look at digital engagement and a recently published book that will transform the digital space.

Taking risks with Twitter

Take a look at these uses (and abuses) of Twitter to see if there really is a sensible marketing application for the platform.

Does Facebook own your data?

If the issue of data ownership isn't settled properly, those who know far less about how behavioral targeting works are going to be the ones to shape how this business evolves.

3 reasons why Google is scaling back

Now that Google is bowing out of the print and radio marketplace, is it possible the search giant can't do everything after all? Here's why Google should stick to analytics, not correlation.

Marketing's next stage: Platform ubiquity

Digital marketers need to think about media as more than just dissimilar platforms lumped loosely together by the word "media." Content is everywhere, but it lives nowhere. Here's why.

2 simple ways to innovate during a recession

Here are some positive steps that can be taken by both clients and their agencies to weather these hard times.

'Twas the night before mobile turned the corner...

With advances in the use of the mobile web, the focus for media planners needs to be on the media being consumed, not just the device enabling the consumption.

2008 scorecard: What flew, what flopped

How clear was the industry's crystal ball at this time last year? Our media strategies editor takes a look at five 2008 predictions and determines which came true -- and which were just pipe dreams.

The data debate: Why agencies need to listen closely

Here's an industry-insider look at what the coming data economy means for the future of advertising agencies.

Don't be a social media flop

There are numerous misguided approaches to using social media as an advertising channel. In these economic hard times, accountability will matter more than it has for a very long time.

The real marketing opportunity in UGC

Advertisers are missing the biggest opportunity associated with user-generated content. Here's how to tap into what really matters to consumers.

Is the death of ad networks greatly exaggerated?

While there has been talk about a downward spending trend throughout the online ad industry, here's why ad networks are still indispensible to a successful online media execution.

Choice, control, consent: The future of mobile

Increasingly, media is rendered as transportable and -- to the chagrin of companies in the distribution business -- transferable packets of content. Here's why bundling is the answer to mobile's future.

Your outdated planning process and how to fix it

The way audiences use media has changed, but agencies' planning processes have not. Here's how marketers need to adapt for the platform-independent future of media consumption.

The ugly truth about reach

Reach does matter, but not to the extent that a lot of media sellers make it sound, and not for the reasons that a lot of media buyers think. Here's why.

Do dayparts still matter?

The daypart might still be an effective advertising tool, but unless the product has an association with a time of day, consumers only care what's on the screen.

Times are tough: get what you pay for

In this struggling economy, there's a lot of talk recently about big advertisers changing ad spending and agencies lowering their prices. Here's why that's a bad idea.

Widgets gone wild: the untapped marketing opportunity

Media strategies editor Jim Meskauskas explores widgets as a marketing medium, including their yet-to-be-realized potential for the mobile future.

The era of self-centered marketing

A common problem when putting together campaigns is when clients use themselves as the basis upon which to build a communications strategy. Here's what to do.

The 6 newest interactive trends: how will they affect you?

Only six months in, 2008 has already seen aborted mergers, an executive exodus and Yahoo's death rattle. Take a look at the biggest interactive marketing stories and how they will affect the rest of the year.

Get the most out of your media planner

Our media strategies editor explains how those on the publisher side can optimize their relationships with media planners and buyers, thus ensuring better business.

How much do the numbers matter?

Do you find that website traffic numbers don't always match up? Our media strategies editor explains how to handle these discrepancies.

Let's get vertical

iMedia's strategies editor discusses the movement toward vertical networks and how they could be what brings quality -- and sanity -- back to the ad network space.

Will YouTube ever make money?

Will YouTube ever be worth its selling price to Google? Here are a few suggestions for Google to get its money's worth out of the video property.

Do users really want to be in control?

Our media strategies editor suggests that user-generated content is more about the user, less about the content, and therefore remains a challenge to advertisers.

What's a Yahoo to do?

Yahoo is being publicly courted again. This time, there is talk about a possible AOL merger. At the same time, Yahoo has announced it is going to test AdSense over 3 percent of its search. What is to become of Yahoo?

Get past the unsexy side of online media

Advances in making online advertising a potentially more profitable enterprise will be found in both standardization and in clients taking the process more seriously.

Going the extra mile with in-text ads

One of the reasons in-text has such strong appeal among users is because it's seen more as information than marketing. Here's why.

3 reasons for agencies NOT to fear Google

Google keeps telling agencies and other members of the media community not to be afraid. Google's right, but not for the reasons everyone might think.

Why the web still isn't right for politicians

The internet has largely been overlooked by many of the presidential candidates. Here's why the web's reach and influence has still not convinced political marketers.

Defining the success of modern marketing

Our media strategies editor lays out some guidelines for navigating the technologically dependant, data-driven media and marketing environment.

Microsoft and Yahoo: the pros and cons

Our media strategies editor takes a look at Microsoft's bid for Yahoo and what this could mean for the online media industry.

Metrics, data and defining modern marketing

With enough of the right kind of data, marketers can learn a lot more about what to do next, not just a lot about what they've already done.

3 trends that will NOT happen in 2008

Media Strategies Editor Jim Meskauskas takes a look ahead at what the biggest trends will be for the online media and marketing industry in 2008, and how it won't matter.

How BT ensures its marketing power

Our media strategies editor takes a look at behavioral targeting's uses, how to define success and its future as a campaign tactic.

Agencies: face change or relative chaos

Media Strategies Editor Jim Meskauskas discusses how the media RFP process is antithetical to creativity, and how there is nothing we can do about it.

Will advertising on Facebook work?

Our media strategies editor wonders whether Facebook can grow, become fiscally viable and remain relevant with its own audience all at the same time.

Click here! Buy now!

In the wake of last week's ad:tech conference, when all is said and done, the market still perceives online's strongest feature as its ability to deliver advertising treated as direct response.

Get outta my Facebook!

Media Strategies Editor Jim Meskauskas discusses the viability -- or lack thereof -- of the social networking space as an advertising vehicle.

Agency compensation hits dire straits

The time has come to figure out a better way of handling the business end of the agency business -- otherwise there won't be much of a business left.

The 9 lives of media planning

Our media strategies editor points out some lessons about advertising that can be learned from our brethren in the animal kingdom: the house cat.

How to make better use of meeting time

After our media strategies editor attended several meetings with publishers and media providers in the last few weeks, here is his review of some basic things that should be in every meeting.

Mobile, minus the bells and whistles

Despite all their capabilities, mobile devices are still mainly used as phones. Our media strategies editor explains what that means for marketers.

"No" sometimes means no, even in advertising

Our media strategies editor finishes off his three-part series on the three truths of advertising.

Are early adopters the best mobile audience?

Our media strategies editor looks at mobile and explains what the potential marketing pitfalls may be, as well as who your best target audience is in this medium right now.

The second truth of advertising: conversation

Our media strategies editor follows up last week's column with a review of possible methods for integrating the three truths of advertising.

The first truth of advertising: selling

Just as important as being clear about what you have to offer is being clear about what you want your audience to do with it.

3 things every marketer should know

iMedia's media strategies editor offers the three truths of advertising that he finds are the most fundamental and yet the most often overlooked.

Agencies: it's time to prove your value

The time has come for agencies to start acting like agents and clients to start treating them with the respect they deserve.

Will Media Nomads Doom Marketing?

Our media strategies editor offers up two potential marketing worlds that could evolve from the public consumption of private media.

Understanding Mass Media Consumption

Online or digital media planners don't just have to be experts in the internet, they need to become experts of media consumption behavior.

Media Device Convergence: How It Sets Us Free

Our media strategies editor contemplates the unfettering of media from time and space and how technology has made it possible.

5 Ways to Drive a Media Professional Crazy

Our iMedia strategies editor reviews the top five activities from the media buying and planning side that need to be corrected.

Top 5 Pet Peeves for Sellers

Our media strategies editor reviews the top five things on the sales side that drive media planners and buyers absolutely nuts!

Remember Dayparting? Put Time on Your Side

When putting together a media plan, it is important to think about using the best possible time slot to advertise that message.

Understanding the Language of Marketing

By letting the business lingo we currently use do the thinking for us, we get further away from being able to accomplish our jobs successfully.

Contextualizing Your Consumers

Our media strategies editor suggests that looking at the entirety of a target audience's daily life will lead to more effective media plans.

Please Call Back

Media planners and buyers are notorious for never answering their phone. Our media strategies editor has some suggestions for basic phone protocol.

Buying People's Emotions: Online vs. TV

During this upfront season, some marketers are still doubtful about online's role in the overall marketing mix.

Frontin' the Upfront

Our media strategies editor wonders what ever happened to the cable networks' previously stated interest in cross-platform, online media?

The Pitfalls of Over-Targeting

It's important to reduce media waste, but there is such a thing as too small a slice of the targeting pie.

DVRs: The Threat That Never Was

Our media strategies guru explains that content “time-shifting” and its impact on advertising should be minimal, if anything at all.

Have Cookies Lost Their Flavor?

Our media strategies editor discusses the ramifications of planning without reliable cookie data; and he asks just how much such data matters any way.

5 Tactics for Finding Your Niche

Our media strategies editor lays out five tactics that can help you find small, hidden website gems for your online media plan.

Network Reach: Composition vs. Coverage

iMedia's media strategies editor explains why it often makes the most sense to opt for quality over quantity.

Planning Beyond the Top 20 Sites

As online advertising grows by leaps and bounds, can the industry scale? Our media strategies editor looks at what has to happen.

Finding the YouTube Tipping Point

Our media strategies editor explains why you need to plan for ALL of an audience's media usage, not just for the online hot spots.

Predict Reach & Frequency Online

Our media strategies editor discusses the need for predictive tools when it comes to interactive media planning.

Making the Best Use of Time

Compared with traditional media, online media pros have to use more of what little time is available when planning a particular campaign.

Planning & Buying, Better Off Alone?

Should the planning and buying of online media be merged, or is there wisdom in a divide and conquer approach?

Online Video is Worth More than TV!

Online video audiences can be worth more than offline audiences. Find out what is needed to make that argument powerful for your clients.

Planners: Don't Be Ruled by Your Tools!

Our media strategies editor worries that too much technology -- or too much reliance on it -- is bad for media planning.

Tools for Better Media Planning

Our media strategies editor explores research and technologies that can make your media planning and buying better-- and talks about what planners still need.

The RFP Scorecard

Our media strategies editor has a method for judging RFPs that will help your online media planning be more efficient-- and improve your relationships with sites even when they DON'T get on the buy.

Media Planning Tips for Virtual Reality

Our media strategies editor examines a new online phenomenon -- massive multiplayer online role playing games -- and talks about whether or not to use them for advertising.

Clickthrough Rates: When They Matter

Our media strategies editor reminds readers not to confuse CTR with effectiveness or efficiency, particularly when dealing with clients new to online.

Don't Forget to Read the RFP!

Our media strategies editor makes a plea for more careful reading of RFPs sent, and he asks whatever happened to the act of negotiation?

Will Ad Networks Save Online Advertising?

Our media strategies editor explains why online ad networks may be the answer to online media scalability.

Media Planning for MySpace & YouTube

Aside from seeing the site names in headlines, do advertisers have good reasons to place ads in online communities? See what our media strategies editor has to say.

Hybrid Media Buys: Branding + DR

Our media strategies editor suggests pricing models that could make both clients and publishers happy.

So You Want to Plan Online Video?

Our media strategies editor provides useful advice when it comes to planning advertising around online video.

Working Through Media Planning Crunches

Our media strategies editor has some suggestions for clients and their agencies on the plus side of dealing with the crush of media planning going into the end of the year and beyond.

Use Failure to Your Advantage

Our media strategies editor has been in the media planning trenches lately. After all these years, there are some lessons regarding optimization he'd like to review.

Put CPA Vendors to Work for You

At last week's best-attended ad:tech ever, our media strategies editor noticed that there sure were a heck of a lot of CPA vendors. He writes about what this means for you.

Networks, Networks Everywhere

Media Strategies Editor Jim Meskauskas muses generally about the state of ad networks and wonders how many the market can bear.

Relevance, Good! Advertising, Bad!

Our media strategies editor argues that relevancy is NOT the antidote to audiences' fatigue with advertising.

The Challenges of Advertising on YouTube

Our media strategies editor suggests everyone just calm down over the Google/YouTube merger and discusses the online media plans the companies face.

How Planners Can Join the Conversation

Our media strategies editor asks whether online advertising agencies are capable of communications planning-- and whether or not clients will actually let them.

Can Anybody Really Measure Engagement?

Our media strategies editor wonders if engagement will ever play a real role in online media planning, and suggests that planners should stick with reach and frequency.

Online, Everyone is a DR Advertiser

Our media strategies editor explains that online allows every campaign to be direct response, and he explains how to harness this power.

What to Consider for Your Media Buy

Our media strategies editor suggests that online is still being used primarily as a direct response medium-- advertisers still looking to verify results… but cost of inventory isn't the only factor to consider.

Online and Cable TV Integration 101

Integrating online with cable TV can be tricky to execute. Our media strategies editor shows you how to do it right.

Adding Humanity to the Media Plan

As media touch points are constantly moving and intersecting, our media strategies editor suggests shifting focus to the audience as an ROI measurement tool.

What Media Planners Are Doing Wrong

Our media strategies editor explains why a focus on impressions doesn't constitute real media planning.

The IAB and Insertion Orders

Our media strategies editor considers the current Terms & Conditions clauses in insertion orders, and suggests that agencies start writing their own.

Is Surround-Sound Marketing Wise?

Following up on his theme about integration, our media strategies editor wonders, just because you can do something, should you?

What Integration Means for Marketers

What was old is new again: our media strategies editor writes about why "integration" is again on media companies' lips, and what it all means.

Focus on Media Ideas, Not Media Costs

Our media strategies editor suggests planners concentrate on media rather than costs in order to foster better, more creative ideas.

Why Rich Media is the Only Media

Our media strategies editor suggests that all media planned and placed should now be rich media.

Thoughts on Minimizing Operational Errors

Our media strategies editor talks about why the operational component of online media is far more complex than with other media, and wonders about possible solutions.

The Late Creative Conundrum

The IAB's Greg Stuart told ad agencies that they must get creative to online publishers according to established deadlines. Who will blink first?

Measuring Micro Media

Our media strategies editor meditates on the challenges of measuring audience in a decentralized media universe.

A Second Look at Media Auctions

iMedia's media strategies editor concludes his thoughts about a media marketplace subject to auction.

Media Maze: An eBay Model for Media?

Our media strategies editor talks about why the auction marketplace can’t always work for media planning and buying.

Media Maze: User-Generated Content

How should marketers deal with unpredictable user content? Our media strategies editor tells you what you can -- and should -- do to protect your brand.

Media Maze: Famous for Being Famous

Our media strategies editor discusses how most word-of-mouth marketing is handled with the click of a mouse rather than words through the lips.

Ad Networks Crib Sheet

Can't tell one network from another? Our media strategies editor takes a close look at the key players.

Media Maze: Screaming for the 3rd Screen

Our media strategies editor wonders whether or not the big role for video in 2006 is going to be off the web rather than on it.

Media Maze: The Quest for Audience

Our media strategies editor defends some old media metrics, and explains how they can help us buy audience rather than impressions.

Media Maze: Meskauskadamus, 2006

In the first week of 2006, our media strategies editor reviews his 2005 predictions for accuracy and tells us what to look for in the New Year.

Media Maze: Finding the Perfect Audience

Rudimentary to some, insightful to others, our media strategies editor reviews how to identify the right audiences for your online advertising.

Media Maze: Sealing the Lead-Gen Deal

Our media strategies editor follows up last week's column on the necessary steps for a successful online lead-generation program.

Media Maze: Lead-Gen 101

Our media strategies editor lays out the steps necessary for carrying out a successful online lead-generation program.

Media Maze: Enough is Enough

Our media strategies editor tries to answer a perennial online media question -- how much is enough creative for an online campaign?

Media Maze: Breaking Down the Silos

Our media strategies editor draws a bead on what we talk about when we talk about "integration."

Media Maze: Here We Grow Again

Our Media Strategies Editor says that there is an inventory crunch coming, and networks might be the way to deal with it.

Media Maze: Virtual Grassroots

Our Media Strategies Editor wonders whether or not there's still life in online political marketing.

Media Maze: Watching on the Web

Media Strategies Editor Jim Meskauskas discusses how the web is fast becoming the place where media companies have focused their programming efforts.

Media Maze: Dare to be Noticed

Media Strategies Editor Jim Meskauskas reviews some of the pitfalls to be aware of with new ad units.

Media Maze: How Many for How Much?

Media Strategies Editor Jim Meskauskas talks about two of the most important underlying goals of a direct response objective: efficiency and volume.

Media Maze: What is Adware?

Media Strategies Editor Jim Meskauskas ponders the definition of adware, and what that definition means for advertisers and consumers alike.

Media Maze: Talk, Talk, Talk: WOM

Media Strategies Editor Jim Meskauskas reports in from last week's WOMMA, where he learned that Word of Mouth starts with Word of Mouse.

Taking the Promo Online

Media Strategies Editor Jim Meskauskas explains the differences between online and offline promotions, and how they can and should work together.

Media Maze: RSS-Sense

Jim Meskauskas reminds us that RSS isn't just about content: the sponsored RSS feed is also a new tactic for online advertising on blogs.

Media Maze: Pop, Drop and Roll

Media Strategies Editor Jim Meskauskas argues that pop-ups have their uses, but marketers shouldn't bother trying to get around users blocking them.

Media Maze: You Can't Have Just One

Jim Meskauskas talks about cross-platform media, multi-tasking media and how planning media is strangely similar to eating Lay's potato chips.

Media Maze: Why Networks?

Media Strategies Editor Jim Meskauskas examines the evolving role of networks in today's marketing plans.

Media Maze: Slicing the Pie

Media Strategies Editor Jim Meskauskas talks about how much of your advertising budget should go online.

Media Maze: Blog Blots

Media Strategies Editor Jim Meskauskas wonders about the role of blogs in the modern marketer's media buy.

Media Maze: Branding as Dialogue

Media Strategies Editor Jim Meskauskas talks about how to brand yourself online and how branding is different than awareness.

Media Maze: Awareness is not Branding

Media Strategies Editor Jim Meskauskas explores the difference between branding and awareness online, and what that means when it comes time to buy inventory.

Media Maze: The Cookie Conundrum

Media Strategies Editor Jim Meskauskas profiles the industry's growing panic about consumer cookie perception and the actions they take as a result.

Media Maze: Oh, What a Feeling

Media Strategies Editor Jim Meskauskas explores how marketers can make emotional connections with audiences online.

Media Maze: Neuromarketing, Part 2

In the conclusion to last week's column, Jim Meskauskas fleshes out some possible applications for neuromarketing.

The Little Bug that Could (Part 1)

Media Strategies Editor Jim Meskauskas lays out the history of viral marketing, from nascent pathogen to full-fledged epidemic.

Media Maze: Neuromarketing, Part I

In his weekly column, Jim Meskauskas introduces the online media and marketing community to neuromarketing and how it might change advertising.

Media Maze: Traditional Media Online

Jim Meskauskas contemplates the possibilities of traditional media ad units finding their way on the web. Has the desktop become a place for true convergence?

Media Maze: Agency of Tomorrow

Have agencies changed as much as the marketplace, or simply how they are perceived? Media Strategies Editor Jim Meskauskas tries to find out.

Media Maze: A Closer Look At Video

Has video killed the banner star? Media Strategies Editor Jim Meskauskas walks us through the rising use of video in online media.

The Media Maze: The Illusion of Choice

When we give consumers more choice and, hence, control, are we really giving them what they want?

The Media Maze: Going Local

In his weekly column, Media Strategies Editor Jim Meskauskas shares tips and tricks for zeroing in on geo-specific audiences.

Digital Media Converges

iMedia's media strategies editor covers Reuter's half-day conference last week on digital media convergence in the modern media age.

The Media Maze: Time and Tide

Media Strategies Editor Jim Meskauskas writes that time spent with media and advertising may be the next new metric.

The Media Maze: Standardizing Ts & Cs

Media Strategies Editor Jim Meskauskas weighs in on why a standard set of Terms and Conditions is still vital to the growth of interactive advertising.

The Media Maze: Why GRPs Still Matter

In his weekly column, Jim Meskauskas argues that even with great metrics gross ratings points are still relevant to online media strategy.

Media Maze: Rogue Advertising

Media Strategies editor Jim Meskauskas explains why it's time to stop worrying and start loving rogue advertising.

Media Maze: Zero-Based Planning

Media Strategies Editor Jim Meskauskas argues that in order to be an effective media planner, the first rule is to forget everything you think you know.

Media Maze: A Path through the Woods

Our new Media Strategies editor, Jim Meskauskas, inaugurates his weekly column.

iMedia Book Club

Jim Meskauskas reviews "When Customers Talk… Turn What They Tell You into Sales" by T. Scott Gross.

Communications Planning and ROI, Part 2

TelevisionWeek's second annual media planning conference had traditional media execs uttering such phrases as ROI and behavioral targeting.

Communications Planning and ROI, Part 1

TelevisionWeek's second annual media planning conference had traditional media execs uttering such phrases as ROI and behavioral targeting.

Lessons Learned from the Campaigns

Undoubtedly, the Net affected this year's election in many ways. But was it used to its full potential?

Face Time, or in your Face?

Road blocks, home page takeovers and the user experience: sometimes louder does not mean better.

Airlines Must Take New Heights

Can the friendly skies be saved by the Web?

Should Targeting Cost More?

Studies prove that behavioral targeting works -- should it command a premium?

Embarrassment of Niches

What does the end of mass media mean to online marketers in search of specific demos?

"The Plane! The Plane!"

Fantasy sports take users into their dreams -- and smart marketers are there to greet them.

Online Politics on the Line

When Howard Dean's campaign died, did it take online political marketing with it?

Lexus Shifts Ad Dollars from TV to Web

Luxury automaker seeks to maximize the Internet’s power to drive the process of buying a certified pre-owned car.

Email: Marketing Wonder or “Return to Sender?”

With more than 90 percent of consumers regularly receiving permission-based email, it’s imperative that marketers do things right.

The Roots of Email Marketing

When the first unsolicited email message was sent in 1971, the future of this communication vehicle as a marketing tool was unimaginable.

Online Quenches Beverage Advertisers’ Thirst

The Internet enables critical data collection and relationship-building for a category that relies on consumers to purchase its products over and over and over again.

Marketing to Multiple Media at a Time

Start looking at “surround sound” marketing strategies if you want to be viable and relevant to consumers in the future.

It's Not the Size But How It's Used

Bigger, badder online ad units have grown more effective, luring traditional advertisers to the web.

Spotlight on Consumer Electronics

Retailers already know consumers use the Web to research electronics before they buy, but are marketers missing opportunities to connect and influence the purchase?

Spotlight on Politics

The political sector has just begun to tap the Net for fundraising, educating constituents, and promoting causes, and there’s plenty more potential.

Spotlight on Automotive Advertisers

The automotive category has raised the bar of online marketing through its spending, creativity, use of new tools, and seamless media mix integration.

Reach & Frequency - Back in the Spotlight

Although people in the online ad industry aren’t talking about R&F much anymore, they remain important metrics, albeit for different reasons than for offline media.

Telecommunications in the Virtual World

This Spotlight takes a look at what this industry is spending online, and what it’s hoping to get from that spend.

Extending Your Reach

Fragmentation of media consumption is at an all-time high, so using online in conjunction with traditional media can help reach people who are light users of the other mediums.

Millennials Surfing: Generation Y Online

Those born after 1982 are the most media savvy, educated, and wired people to have ever walked the earth. They are also the largest trend-setters since the Baby Boomers.

Financial Advertisers in Bust & Boom

Targetability and flexibility are the features that have kept financial products and services advertisers enamored with the Internet.

Revisiting Retail: National Chains Online

The Internet is fast becoming an indispensable platform by which retailers make contact with prospects and transform them into consumers.

Cyber-Snacks: Food Companies Go Online

Packaged food advertisers use the Web to engage consumers in intimate and interactive relationships, enabling customer relationship marketing and hastening demand.

Come Together: The Online Community

Today there is enough research completed demonstrating the value of online advertising to re-sod a football field. Here’s a look at what’s available and what’s to come.

Think Globally but Act Locally

Internet players need to get smart with geo-targeting to capitalize on a huge local advertising marketing need.

It Can be Found Here if the Price is Right

Brands that take paid-search marketing seriously can communicate with prospects and customers in a way and at a time no one else is communicating with them.

The Potential of Online Job Boards

With 52 million Americans seeking job information online, job search and online recruiting resources offer marketers lucrative space.

Spotlight on Targeting

Take a look back at advice given by Underscore Marketing over the last six months on how marketers can use the Internet to target.

The Web Offers Involvement Branding

The digital media space brings both the direct-response and the branding concepts together and allows them to be something more than the sum of their parts.

Movie Marketers Need to be Online

Online media can impact moviegoers’ purchase decision significantly because the channel is not constrained by the limitations of the 30-second spot.

5 Strategies to Get Immediate Results

When a client screams, “I need it yesterday,” don’t panic. Here are some online programs you can execute to create buzz immediately and produce results in 24 hours.

Balancing Privacy with Personalization

While personalization can enhance value for consumers, an over-dependence on personal data can be detrimental to relationships with privacy-conscious consumers.

How to Use Targeting

Underscore Marketing provides some solid advice on how to target.

On Target with Targeting

Here’s a history lesson on online’s targeting promises, details on current options, a look at where we are now as far as targeting, and some solid advice on how to target.

Making the Move Toward Audience Buying

Without audience-based media exchange, advertisers can’t identify those interested in their value proposition, or understand how online contributes to reaching their objectives.

The Key to Auto Advertising: Integration

Car manufacturers spend billions trying to capture consumers’ attention. Research shows that putting that money behind integrated marketing that includes the Web pays off.


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