Ever seen a deal where online media is thrown in for 'free'? Here's how to evaluate its real worth. Read More...
View articleTargeting could be considered the Holy Grail of media online buying, such is its promise. That's why newcomers and old-timers alike are introducing ne...
View articleThe video’s in the mail. What to expect when email delivers commercials. Read More...
View articleTig's done the math. He thinks Google's just-launched CPC model (coupled with its stealth technology) could eventually make many agency and sales func...
View articleAlthough reaching a doctor via a medical site would seem to make sense, a new theory says that approach isn't the most effective. Read More...
View articleStudies are showing that media people believe we need better systems for measuring online advertising. But who are these media people being surveyed? ...
View articleWhen you're doing business with someone who promises to keep your deal "under the radar," take care that your credibility doesn't get blown out of the...
View articleWhat is it about Super Bowl ads that make them must-watch marketing messages? And can interactive advertising replicate that experience? Read More...
View articleWhen the almighty dollar owns the top slot of search engine results, does anyone win? Read More...
View articleJust as the click-through rate isn’t always the best way to evaluate the success of online ad campaigns, sometimes it’s irrelevant for email campaigns...
View articleIt's been the mantra since the advent of the Internet, but some people still don't get it. Interactive marketing is all about user choice, and compani...
View articleIf you think big, successful online media properties got that way because they offer great customer service, think again. Read More...
View articleIt's a mighty strong call to action and a potential offline branding opportunity. Coupons deserve advertisers' attention. Read More...
View articleHere in the world of online, we're the Cinderella of the medium, except there's no Fairy Godmother to pretty us up so the advertising princes fall in ...
View articleWhether you call them "floating" ads, "takeover" ads, or "vokens," these dramatic placements are gaining ground. Read More...
View articleIt turns out that the Internet is subject to the same daypart variations as are traditional media -- a finding that has important implications for med...
View articleIn media buying, as in other fields of business, it's not what you know but whom you know that counts. Read More...
View articleRich media isn't a magic bullet, but it can provide advertisers with one of the most highly sought after commodities nowadays -- data. Read More...
View articleIf your chief financial officer is report happy, you may find yourself twisting your processes to fit them into the system. Resist the impulse -- sepa...
View articleMedia buying on a tight deadline often involves taking risks. Leverage your knowledge and experience to take those risks -- and make them educated and...
View articleNo matter how sophisticated we get in our thinking about online media performance, antiquated accounting systems often get the last word. Read More...
View articleSometimes there's more than one way to reach a client's objective, so don't be afraid to negotiate unusual terms. Read More...
View articleSticky sites: Good for advertisers, or do they mire down other brands? Read More...
View articleHappy New Year? For media buyers at least, the future is looking brighter. Read More...
View articleIn his past articles, Tig has explained how marketers should act to win clients and customers, but he hasn't yet explained how you should behave to lo...
View articleDoes it really take too long to plan and buy online media? How can media planners get off the deadline treadmill? Read More...
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