A Boost to Big Advertisers, Maybe Not to Smaller Ones
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Microsoft's bid for Yahoo could provide more choice for big online advertisers living in a Google-centric universe but could hurt small- and mid-sized Internet publishers by taking away one of their options for selling ads on their Web sites.
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Marketers are increasingly focused on the effectiveness of their pitches, trying to figure out the return on investment for ad spending.
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Yahoo gets a boost with its deal to sell display advertising for the social networking site.
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B-to-B advertisers often pay high click costs to reach a very small and very specific group of potential buyers. More than anyone, they need to be sure the right people are clicking on their ads.
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Advertising agencies have turned to spoofing their own industry to attract viewers long enough to deliver a new message.
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Rather than just buying TV commercial time, more advertisers are paying for programming that features their products in plot lines.
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Touring events, exhibits and other promotional efforts are becoming more popular as advertisers seek to forge closer emotional bonds with consumers.
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Luxury goods makers are taking advertising cues from some humbler products these days, as a robust market for sumptuous living also creates greater competition.
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Clever initiatives in televised advertising are a great step, but TV ads still pale compared to online advertising.
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Bankrate keeps its customers -- and advertisers -- coming back for more.
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Investing in small caps that have big bets in one market can sometimes bring rich rewards.
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The rise of social networks such as Facebook and wireless gadgets such as the iPhone has set off a small stampede of companies hoping to build on or replicate their success. Many are counting on advertising to pay the bills.
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MUCH of the ferment that is remaking Madison Avenue is centered on the changes in television, still the largest and arguably most powerful advertising medium. Two deals that are scheduled to be announced today are indicative of the ways TV is headed in new directions to meet the new needs of marketers.
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Online advertising jumped 25 percent this year, raking in a cool $20 billion, but Internet executives say that figure could have been even higher if advertisers had reliable and consistent ways to measure online audiences.
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Don't overlook your small accounts -- they can add up, too.
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When it comes to recommending products to casual acquaintances, it seems that a little incentive â cash or credit â can make a big difference.
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Advertisers meld into the gameplay by adding content. From their perspective, it's a win-win situation. By John Gaudiosi.