Advertising
Tuesday, July 29th, 2008
Earlier this year, I wrote about the consolidation of spending on ad networks. We've seen increasingly concentrated spending over the last several years, with the top five ad networks (by AA|RF spend) earning 71% of total ad network spending last year. For the first half of 2008, the trend continued, ...
Tags: Ad Networks, Digital Outlook Report, DOR
Posted in Advertising, General, Media, Publishers, Trends | 2 Comments »
Thursday, June 19th, 2008
I can't do better than David Deal's rundown of Best Buy's new Summer Hub (as David notes in his post, Best Buy is a client of AA|RF). Three things I really like about Best Buy's effort:
1) The primary focus is how technology can make your summer better, not on the ...
Tags: Best Buy, David Deal, Facebook, Summer Hub
Posted in Advertising, Campaigns, General, Media | 2 Comments »
Tuesday, May 6th, 2008
I've recently listened to and participated in several conversations regarding the evolving role of the ad agency. Most marketers and agency types seem to agree that a radical change is necessary. I agree, but I think that change is going to be a harder one to make than ...
Tags: Agencies, Change, Technology
Posted in Advertising, Agencies | 8 Comments »
Tuesday, April 15th, 2008
After weeks (months?) of rumors, word is out that Federated Media has completed a $50 million round.
I'll save the questions around valuation of the company for the investors. However, I can say that FM has established a nice track record with Avenue A | Razorfish (my employer) over the last ...
Tags: Ad Networks, Federated Media, FM, John Battelle
Posted in Advertising, Campaigns, Media, Publishers | 4 Comments »
Tuesday, April 8th, 2008
A few weeks ago I was a guest at a Zillow leadership retreat. A few things struck me about the team- they have an unusual number of "big thinkers," are very data focused, and have an uncommon focus on disruption. Those are important traits to consider when evaluating the Mortgage ...
Tags: Mortgage Marketplace, Zillow
Posted in Advertising, Publishers | 1 Comment »
Thursday, March 20th, 2008
Word came out this week that CafeMom has raised a $12M round. They've been on a very impressive run over the last year. I've talked with CafeMom's co-founders, Michael and Andrew, many times since they started their first property, ClubMom, in 1999 (both ClubMom and CafeMom are part of CMI Marketing). ...
Tags: Andrew Shue, Cafe Mom, Club Mom, Michael Sanchez, Social Influence Marketing, Social Media
Posted in Advertising, Media, Publishers, Trends | No Comments »
Tuesday, March 11th, 2008
Frank Kochenash, the head of Strategy and Insights in Avenue A | Razorfish's Seattle office, authored one of the more thought provoking pieces in our 2008 Digital Outlook Report. Frank addressed the role users will play as advertising models evolve on social networks. Specifically, how users should be compensated as the economic ...
Tags: Digital Outlook Report, DOR, Social Influence Marketing, Social Networks
Posted in Advertising, Publishers, Trends | No Comments »
Sunday, March 9th, 2008
TechCrunch has a post regarding Fortune's recent Hulu profile. TC provides a summary of the way Hulu has been promoted, then and now; Fortune provides a positive (but accurate, imo) review of the site. I think it's interesting that Michael takes issue with the hype surrounding Hulu. He might be correct that ...
Tags: Hulu, TechCrunch, Video
Posted in Advertising, Media, Publishers, Trends | 2 Comments »
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 »
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
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
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 »
