• Building Online Brand Awareness: It's All About Integration by Tameka Kee

    HOLLYWOOD, Calif. -- Marketers can leverage the Web to raise brand awareness, but the campaign needs to be part of an integrated strategy that is benchmarked using diverse metrics and multiple forms of media, including TV, print and out-of-home. That's according to Scott Symonds, executive media director, AKQA, one of the execs on the Online Brand Awareness Simplified panel at OMMA Global Hollywood on Monday. ...Read the whole story

  • Execs: We Still Don't Have Video Ad Model by Erik Sass

    [Video] HOLLYWOOD, Calif. -- Online advertisers still haven't hit on the magic formula for video advertising, a panel of top executives agreed Monday at MediaPost's OMMA Global Expo in Los Angeles. One possibility already tested by several panelists with positive results--pre-roll spots that can't be skipped--was greeted with skepticism from audience members who doubted its long-term viability. ...Read the whole story

  • comScore Finds Online Generates 50% More GRPs Than Television by Joe Mandese

    HOLLYWOOD, Calif. -- The Internet has already surpassed television based on one significant statistic--the number of gross advertising impressions served. And if online publishers can figure out how to properly measure the worth of those impressions, they ultimately will overtake television in an even more important statistic: share of marketers' advertising budgets. That was the conclusion of Gian Fulgoni, executive chairman and co-founder of comScore, during a keynote here at the opening of the OMMA conference Monday. ...Read the whole story

  • CBS Launches Local Ad Network by Gavin O'Malley

    Feeding advertisers' appetites for more locally targeted ads, CBS Television Stations has launched the CBS Local Ad Network across a swath of local blogging and social media sites. ...Read the whole story

  • Yahoo, Click Forensics Join To Battle Click Fraud by Mark Walsh

    [Search] Faced with a growing threat to Web marketing, Yahoo and Click Forensics are combining efforts to battle click fraud in the first partnership between a search engine and an online auditor. The arrangement will allow advertisers to securely share sensitive account information, such as Web site click data, with Yahoo through Click Forensics to help weed out low-quality traffic including click fraud. ...Read the whole story

  • Former Piracy Defendant Files Class-Action Lawsuit Against RIAA, Alleges Racketeering by Wendy Davis

    A woman who was sued by the record industry for alleged copyright infringement has struck back with a putative class-action lawsuit charging the Recording Industry Association of America with racketeering. ...Read the whole story

  • CBS Exec Wants Combined TV, Internet Ratings by Erik Sass

    [Video] HOLLYWOOD, Calif. -- Big video content producers need to come up with aggregate ratings that combine television viewing with online video consumption, says Patrick Keane, vice president and chief marketing officer for CBS Interactive, speaking Monday at MediaPost's OMMA Global conference in Hollywood. ...Read the whole story

  • Widemile Releases New Browser-Based Platform, Announces New Partners by Mark Walsh

    Tech marketing startup Widemile today released the latest version of its Web optimization software and announced a baker's dozen of new search marketing and agency partners. Widemile's browser-based platform is designed to help online marketers improve campaign performance by testing and optimizing landing pages and other sites. The company's technology can test multiple variations of a site in order to drive higher conversion rates. ...Read the whole story

  • Covario, SearchRev Roll Out New Products At SES by Tameka Kee

    [Search] SES Covario (formerly SEMDirector) and SearchRev debuted enhancements to their respective search marketing campaign management platforms at SES today. ...Read the whole story

  • New Line's Paddison: 'Cut The Fat' Out Of Integrated Plans by Erik Sass

    HOLLYWOOD, Calif. -- Calling at least some campaigns "overpriced garbage," Gordon Paddison, executive vicepresident of digital marketing for New Line Cinema, called for media buyers to "cut the fat" out of cross-platform marketing efforts during a lively panel discussion at MediaPost's OMMA Global Expo in Los Angeles. ...Read the whole story

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