Andrew Ettinger
Summit Alumni

Andrew Ettinger

Digital Media Planning & Buying

I specialize in digital media planning and buying .
Author of many articles on media and advertising.

Andrew's Comments

How to end the confusion between strategy and tactics

Thanks Allison. Yes I meant "rooted." Typo!

What your resume really says about you

Good article!

Why Vine is going to completely change marketing

I am sorry but I have to disagree with at least one of your facts. The rise of the 15 second commercial predates pre-roll advertising by at least a decade.

5 anti-social brands that should know better

@Joel, that is interesting to hear about the coffee brands. What do the sales numbers say relative to the social media presences or absences? Have you been able to correlate sales to their efforts? I am always interested in learning more about how to map ROI to social media. Thanks!

The 6 most important social media analytics

Great article!

The most meaningless (and hilarious) job titles on LinkedIn

Senior director of client and industry solutions. Not just client solutions but solutions for the whole industry too! All joking aside, great article.

The 7 dumbest things said during a sales pitch

Great article Sean!

Free analytics tools you should be using

Great article Josh. Kudos!

5 reasons social media is a waste of marketing dollars

Best. Article. Ever,

Lies about ROI and how to spot them

Great article. Kudos!

Learn to leverage the social-search connection (page 4 of 4)

Great article Liza. Kudos!

A foolproof formula for repeating campaign wins

great article! How did they serve the control group though through Mojo?

Lessons from expensive marketing failures (page 4 of 4)

I agree with most of your examples except for Dr. Pepper. In the end, minimal damage but excellent awareness. In 10 years no one will remember the downed website but they will recall the association with GNR.

2 brands in the social media dark age (page 2 of 3)

Perhap's best buy's online efforts are focused on actually selling and not on Twittering?

The power of social media partnerships (page 2 of 2)

HOW did you measure the efficay of this campaign with sales figures? Specifically, the TV budget for Juie and Julia was huge so how did you distinguish which elements put people into seats?

Vital questions to ask when choosing a PPC agency

well said

Twitter's hidden marketing superpowers

Given that there are only 24 hours in a day, I would imagine that CMOs can better use their time by managing the marketing for their company than by endlessly tweeting. Twitter is a tool, no more no less. Don't take your eye off the ball because a shiny new bauble is on the ground.

Your guide to creating an eye-popping agency website (page 4 of 4)

Great article, and I mean GREAT! One of the few that I wish I had written myself. Kudos

6 social media platforms at a glance

This was a good article

10 practical tips for Facebook fan pages (page 4 of 4)

This is a really good article- kudos! However I disagree with you about the polls. The polls I have seen are lackluster at best. The Prius example was pretty bland. For an energetic community like Prius owners I can't see how that poll would help at all.

Online advertising's 4 biggest problems

Good article but I disagree that "in traditional media, the up-front planning and buying costs are much lower -- and there is no further work done once the campaign is delivered to the publisher until after it ends." TV buyers must constantly steward their accounts and negotiare makegood & bonus packages for underdelivery. Yes, stewardship is the key to making any campaign (online or offline) great.

10 signs you don't understand web analytics

Well written!

The fuzzy math behind digital's value (page 3 of 3)

Well written article! I agree, I think it is a mistake to equate the number of copies distributed (ie circulation) with the number of ads viewed. If people have banner blindness online, then they certainly had ad fatigue offline. It is easy to overlook ads (or simply skip pages) in a physical newspaper. Plus that ridiculous notion of readers per copy that magazines have been touting for years is nonsense. My copy of Wired is read but not shared with other people. If anything, I find the articles, ones I have read offline, online to share with my fiiends.

Why online creative stinks so badly

I respectfully dsagree, ad size has nothing to do with creativity. Creatives need to understand the product, the consumer and media to make a great ad. No Thses fundamentals are the more important than how large (or small) or small the ad size,

Are web metrics telling you the truth? (page 4 of 4)

Really well written and thought out article!

Must-read books for marketers (page 2 of 2)

I would add Paco Underhill's "Why We Buy : The Science Of Shopping." It features great commentary on understand the demographics of a shopper and how that affects the marketing/advertising/merchandising.

6 ways to add richness to your site (page 4 of 4)

Very good ideas. So basic or fundamental that they seem they should have been obvious once you already know them. In that way similar to Paco Underhill's ideas about brick and mortar shopping. Can you provide any data about how the conversions and sales increased due to these changes?

5 brand blunders to avoid (page 3 of 3)

Really well thought out argument and well written article. I covered some of these same thoughts in my recent Media magazine artivle. it is nice to see that GREAT mindes think alike! Too often, both online and offline, ad fatigue occurs. There is no reason to show the same pre-roll video to me multiple times in one session. A few times is sufficient to convey the message, many times makes me annoyed. If anyone has watched cable TV lately, they are even worse. The same ads replay many many times in one program. Terrible waste of ad expenditure.

Ideas That Shouldn't Work, But Do

well said

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