February, 2008 Archive
Friday, February 29th, 2008
I previously mentioned the Levi's design contest (a digital extension of their Project Runway partnership). The winner has been named, and the design will be produced and sold by Levi's:
As Levi's says about the design, "Love the turn back cuff on the sleeve. Cool asymmetrical opening and nice clean tailor ...
Tags: community, Levis, Project Runway, Social Media
Posted in Advertising, Campaigns | No Comments »
Thursday, February 28th, 2008
Late last year, Shiv Singh posted some great thinking on how brands should approach social media. With so much attention being paid to social networks (rightly so), Shiv provides guidance on the role social media should play throughout a campaign. Read his post here. Beyond his thoughts on Social Influence ...
Posted in General | 2 Comments »
Tuesday, February 26th, 2008
What are the 6 things you need to know about consumers' online video habits? What are the 4 trademarks of successful web video? What 3 things do marketers need to do to make their video assets relevant? My colleague Grant Owens provides the answers, in a valuable rundown of the state of video ...
Posted in Media, Trends | No Comments »
Tuesday, February 26th, 2008
Brandon Geary and his team in our Account Planning group did great work for our Digital Outlook Report. Their efforts resulted in several insights that every marketer should think about. How do we, as consumers, portray ourselves online? How many social networking profiles are we willing to maintain? How many ...
Posted in General, Trends | No Comments »
Sunday, February 24th, 2008
In our 2008 Digital Outlook Report, Avenue A | Razorfish's CEO, Clark Kokich, made a great observation about the challenges faced by marketers:
Consumers no longer move neatly from one touchpoint to the next, from branding to promotion to sales. Instead, they snack on digital content delivered through a dizzying array ...
Tags: Change, Digital Outlook Report, DOR, Marketing, Technology
Posted in General, Trends | 2 Comments »
Sunday, February 24th, 2008
In case you missed it, my colleague David Deal has a good post detailing how a two of our Avenue A | Razorfish clients, Levi's and Crystal Light (Kraft), are engaging with communities. They're both nice examples of the ways marketers are trying to engage in a more meaningful way ...
Tags: community, Kraft, Levis
Posted in Advertising, Campaigns, Media | 2 Comments »
Sunday, February 24th, 2008
In our 2008 Digital Outlook Report, my colleagues, Sarah Baehr and Alyson Hyder, identified Nokia as a company to keep an eye on in digital marketing. Their thoughts are worth sharing:
Nokia made two important moves in 2007 that will impact digital marketing in the coming year. It acquired both Enpocket, ...
Tags: location based marketing, Mobile, Nokia
Posted in Media, Trends | No Comments »
Sunday, February 24th, 2008
The notion of media fragmentation is well established. That means more choices for consumers, but it also means we have so much choice that it can be hard to keep up. Feed readers are a great way to do so, but there are still a lot of mainstream users who ...
Tags: alltop, discovery, media fragmentation, popurls
Posted in Advertising, Media, Trends | No Comments »
Sunday, February 24th, 2008
In the ad network category, Avenue A | Razorfish's spending continued to be consolidated with the biggest players, a trend that has been growing over the past two years. Our billings with ad networks grew 34% year over year, with nearly all of this increase in spending directed toward the ...
Tags: Ad Networks, AOL, Blue Lithium, Digital Outlook Report, DOR, DrivePM, Media Billings, Microsoft, Quigo, Right Media, Tacoda, Yahoo
Posted in Advertising, Media, Publishers, Trends | No Comments »
Sunday, February 24th, 2008
Community and Entertainment verticals continued to show very strong growth, each increasing more than 50% year over year. Over the past four years, the rise in billings in these two verticals has easily outpaced total billings growth.
Clearly social networks (a part of the Community category) and video sharing sites (in ...
Posted in Media, Trends | No Comments »
Sunday, February 24th, 2008
In my last post, I mentioned the strength of search marketing (from 2006 to 2007, the agency's search spending rose from 28% to 31% of total billings). It's no surprise that Google's efficiency and continued growth played a significant part of this. They continue to execute very well, both as ...
Tags: Ask, CPC, Digital Outlook Report, DOR, Google, Media Billings, Microsoft, Search, Yahoo
Posted in Advertising, Media, Publishers, Trends | No Comments »
Sunday, February 24th, 2008
I previously wrote about the growth of vertical properties and search engines in our 2007 media billings. The success of these two categories came at the expense of portals, which slid to 19% of billings in 2007, down from 24% in 2006. After being in high demand for several ...
Tags: Digital Outlook Report, DOR, Media Billings, Portals
Posted in Advertising, Media, Publishers, Trends | No Comments »
Sunday, February 24th, 2008
In 2007 Avenue A | Razorfish's media billings totaled $735 million, up 36% from 2006. This spendwas distributed across 1,832 Web sites- more than double the 863 properties on which we purchased media in 2006. A closer look at the distribution of billings revealed several emerging trends, including:
- A shift in ...
Tags: Digital Outlook Report, DOR, Media Billings
Posted in Advertising, Campaigns, Media, Publishers, Trends | 2 Comments »
Friday, February 22nd, 2008
On February 25, 2008, Avenue A | Razorfish releases it�s fourth annual Digital Outlook Report, a document I've been responsible for each of the four years. If it's of interest, pre-register, for a copy of the entire document.
Tags: Digital Outlook Report, DOR
Posted in General | 3 Comments »
