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ValueClick, Inc., a provider of personalized digital marketing, announced that it has changed its name to Conversant, Inc. Under the new brand the company will roll out the an integrated marketing personalization platform that helps brands connect with people as individuals at major scale. Conversant unites five digital marketing leaders launched or acquired by ValueClick since 1998 to combine video and mobile capabilities, RTB and CRM infrastructure, offline measurement, and device recognition to deliver one-to-one engagement at scale.

Posted Feb 04, 2014

Sporting events are one of the television events that networks and advertisers can still count on Americans to watch live. According to a Burst Media survey 54.2% of men will watch the Super Bowl as will 42.3% of women. Most of those viewers (79.7%) will watch the game live. Just 7.4% overall will watch it recorded-however more than one-quarter (27.0%) of 18-34 year-old men will watch it recorded. But in 2014, the Super Bowl isn't the only sporting event. The Winter Olympics are approaching fast. These are two seemingly very different events with potentially huge audiences-and digital marketers may need to adjust their approaches accordingly.

Posted Jan 31, 2014

The Search Agency, a global online marketing firm independent U.S. search marketing agency, released its quarterly State of Paid Search Report for Q4 2013, which found that after three quarters of sequential growth in impressions, Bing's impressions declined last quarter. Additionally, mobile continued to gain market share over desktop, with one-fifth of all clicks coming from smartphones, and one-eighth coming from tablet devices.

Posted Jan 30, 2014

Specific Media Introduces TV Audience Segments

Posted Jan 30, 2014

Motility Ads, an all-in-one solution for creating an engaging mobile ad experience, announced ActivateTV, a turnkey advertising solution that harnesses the power of TV for mobile user acquisition. ActivateTV ads display SMS short codes or custom URLs that allow brands and consumers to engage instantly through app downloads, special offers, or exclusive content.

Posted Jan 29, 2014

MobSoc Media announced a digital publishing network of 35 properties across four verticals (Entertainment, Lifestyle, Technology, and Sports) to attract and engage consumers with precision targeting. MobSoc Media aims to enable advertisers to reach their target audience in the mobile and social sphere at a more effective cost of audience acquisition.

Posted Jan 28, 2014

Following a year of testing and a soft launch in 2013, Datorama is launching its Cross-Channel Marketing Analytics Platform. One trend Datorama is seeing across clients and product categories is the impact of TV on social media, and it is aiming to address those issues.

Posted Jan 23, 2014

Digital marketing business models are in a constant state of flux as technological advances continue to shape and re-shape how customers engage with companies online and off. If you compare current marketing strategies to even just a few years ago, a lot has changed. When considering marketing channels, it is imperative to think broadly. The distinctions between digital channels are increasingly blurred.In most cases, within an organization, digital marketing is performed in silos. Integrated marketing strategies -- you know the ones that incorporate the best of both worlds -- are often dismissed or poorly devised through no real fault of their own. How does a company shift gears in a landscape that is vast and in continuous cycles of change?

Posted Jan 20, 2014

Pytch, built upon a $40 million mobile commerce business established by ClickBank, debuted its new monetization service for app developers and advertisers. The monetization service features new ad-serving technologies that serve contextual ads in apps. Pytch also provides online businesses that advertise through the service with site and secure payment optimization tools for mobile.

Posted Jan 16, 2014

Mobile advertising has long been the toughest nut to crack for some of the country's most significant media companies. Facebook, Twitter, and Google have all, in their own ways, wrestled with the challenge of effectively implementing -- let alone monetizing -- advertising on mobile devices, with mixed results at best. As media consumers have migrated increasingly toward the consumption of content via their smartphones, tablets, and other mobile devices, every industry with a stake in online publishing has been striving to untangle the thorny issue of how to effectively generate advertising dollars when readers consume content on-the-go. Business-to-business publishers have been awaiting their piece of the mobile advertising pie as much as any industry, and the wait has often been frustrating. The tide, however, may very well be turning.

Posted Jan 15, 2014

Optilly, a 2012 Y Combinator alum that developed a SaaS based social ads management platform for direct response marketers and brand marketers, has announced the launch of its app install marketing platform for Facebook. The platform optimizes Facebook app install campaigns based on cost per action (CPA) in order to achieve the best campaign performance in the least amount of time.

Posted Jan 13, 2014

Local Yokel Media, a nationwide hyperlocal ad platform, has expanded its advertising targeting capabilities to include mobile, behavioral, and demographic profiling, social, geo-targeting and retargeting. Since launching in 2011, Local Yokel Media has worked with advertisers from local politicians to national retailers, helping them reach into tightly-defined target geographies.

Posted Jan 09, 2014

The Average Joe may have already forgotten the "Great Gmail Tabs Panic of 2013," but if you're a digital marketer the lingering effects are still impacting the way you get your job done-or don't get the job done, in this case. The introduction of the tabbed email inbox threw the marketing world into a tizzy, but Silverpop-an email and marketing automation company--decided to dig deeper. In its report, "Gmail Tabs: Impact on Email Marketing and Strategies to Respond" looks at how people are actually interacting with the tabs and how marketers can work around this new obstacle.

Posted Jan 08, 2014

Selling ebooks the old fashioned way-offering a fixed price for one digital tome that the reader owns for eternity-is the tried-and-true approach most publishers take. But just as some consumers prefer to lease a car, prepay for a set amount of mobile minutes, or sign up for movies streamed monthly, there is a niche audience that's interested in an unconventional approach to the conventional acquisition of electronic books-and an array of providers capable of catering to this demand.

Posted Jan 02, 2014

You may have heard a rumor that Facebook is dying. Millennials are supposedly ditching the platform. Because grandparents are flocking to the service others are leaving in droves. Don't believe the hype. To misquote Mark Twain, the rumors of Facebook's demise have been greatly exaggerated. Your goal, like many content creators is clicks, right? Attention, time, trust, affinity. Right? Look no further than Facebook. But (caveat coming) bring your wallet.

Posted Dec 26, 2013

Check out our most recent EContent Live Hangout, with Jose Castillo, Drew Bedard, and Tom Mullen. The guys talked about Facebook video ads, privacy, and what the emerging role of the "marketing technologist" means to companies.

Posted Dec 20, 2013

While no one may be waiting for the business version of West Side Story with the Sharks played by the marketing department and IT as the Jets, it's definitely no secret that these two groups are often at odds. Artists and engineers are at opposite ends of the spectrum. These business divisions will never see eye-to-eye. But are they really that different? At this year's Gilbane Conference in Boston, Massachusetts one of the prominent ideas raised was the concept of a marketing technologist. This hybrid individual is on the rise in organizations big and small. But is your company ready for someone to bridge the digital divide? And are companies really ready for this shift in business? Basically, do we need a marketing technologist?

Posted Dec 19, 2013

You may have noticed that videos are playing a bigger role in your Facebook newsfeed since September. That's because the social media giant was trying to make the video experience more engaging. The company says it has worked, and so now it is testing video ads. According to Facebook's blog post, "Marketers will be able to use this new format to tell their stories to a large number of people on Facebook in a short amount of time - with high-quality sight, sound and motion."

Posted Dec 17, 2013

For a brand, figuring out how to leverage content as part of a marketing communications plan can be daunting. Just keeping your website fresh and relevant can be a challenge, not to mention all the social platforms you need to maintain. Then, there are also all the types of content to consider. But there are ways to determine how often, where, and what to publish. The key is to think of content marketing as being like dating; you just have to pay attention to what the other person is telling you.

Posted Dec 16, 2013

The Financial Times is extending its content matching service FT Smart Match to global advertising clients after a successful initial trial. The technology, provided by Smartology, recognizes the meaning of news articles, allowing advertisers to match their content to relevant news stories in real time.

Posted Dec 11, 2013

If there is one think failing social media marketing, it is a lack of social. I'll explain what I mean by this in a minute, but let's first examine the reality of today's business operations.More and more companies are moving to automated processing and communication to squeeze out operational costs and add a few more margin percentage points. When you call a service provider today to get a problem resolved, do you actually get a human being answering the call? Or, conversely, do you get an automated system that takes you through four levels of questions that get you nowhere and then leave you waiting 15 minutes or longer to get connected to an actual person to help you?

Posted Dec 09, 2013

Ashton Kutcher (aplusk) has more than 15 million Twitter followers. Harvard Biz Review (@HarvardBiz) has 1.2 million. Peggy Anne Salz, founder and chief analyst of MobileGroove has about 4000. EContent Magazine (@econtentmag) has 2600. What does this all mean? Absolutely nothing! Evaluating social media effectiveness based on "the numbers" is like evaluating whether or not the television ads run during the Super Bowl are "good" or "bad." Unless we're privy to the strategy behind them our opinions are pretty much irrelevant. And while many are still enamored with the numbers - of likes, pins, retweets and +1's - the truth is that in social media, as in any form of marketing communication, it's the real results that matter.

Posted Nov 27, 2013

Email marketing is on everyone's mind these days. But when it comes to open rates, it isn't so much of a content discussion as it is a context discussion. From corporate marketers to internet gurus, the term "email marketing" appears in articles and podcasts about as often as the term "content marketing."

Posted Nov 26, 2013

When you want to construct a home, you need a carefully planned blueprint in place before you purchase and assemble the lumber and other essential components. The same is true of an effective advertising campaign, which requires setting specific goals before creating the content and buying space. Yet, many advertisers today are doing the opposite-building their campaign in reverse without any end goal or vision of what their finished advertising "house" should look like, experts say.

Posted Nov 25, 2013

Kenshoo, a provider of premium digital marketing technology, released new research findings in the white paper, "Added Value: Facebook Advertising Boosts Paid Search Performance." The study demonstrates the direct, positive impact of Facebook advertising on paid search marketing performance.

Posted Nov 21, 2013

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