• metrics Microsoft And comScore Partner To Measure Brand Marketing by Gavin O'Malley

    To help brand advertisers better measure and track their online ad campaigns, Microsoft on Thursday announced a collaboration with comScore to design a digital media-planning service. The Reach and Frequency Planner -- or RF Planner, for short -- was developed to help advertisers more easily determine and predict how consumers will respond to their digital ads. ...Read the whole story

  • mobile Don't Forget About SMS by Mark Walsh

    A new report makes the case for SMS text marketing on mobile phones: Texting has become pervasive and generates response rates two to ten times higher than Internet display ads, it says. That's partly because messages are directed only at "hand-raisers," since SMS marketing requires consumer opt-in. ...Read the whole story

  • Report: Facebook Android App Coming Soon by Mark Walsh

    Facebook hasn't shied from expanding to mobile platforms, offering applications for smartphones such as the iPhone and BlackBerry and Windows Mobile and Palm devices. Phones running Google's Android mobile operating system have been a notable exception. ...Read the whole story

  • Signals That May Lead To Online's Next $25 Billion by Laurie Sullivan

    Emotionally dynamic ads that invite consumers to engage with brands through behavioral targeting are one important development driving growth for the advertising industry, Dave Zinman, VP and GM of display advertising at Yahoo, told attendees at OMMA Behavioral on Thursday in San Francisco. And it's a signal that should be heeded. ...Read the whole story

  • Autobytel Opens Doors With Data by Laurie Sullivan

    Autobytel is developing advertising and marketing programs that will give automakers like Ford and General Motors (GM) direct access to consumers across its network of Web sites, according to Mark Sterling, the online marketing company's director of advertising business operations. ...Read the whole story

  • Donaton To Lead Mediabrand's 'Ensemble' by Gavin O'Malley

    IPG's Mediabrands unit has tapped Scott Donaton to head up its new branded entertainment unit, "Ensemble." Through an alliance with Media Link, an advisory and business development firm, Ensemble was formed to help clients break into the world of branded entertainment. ...Read the whole story

  • Forbes Looks Cross-Platform With Bottom-Line Analytics by Gavin O'Malley

    At a time of great industrywide uncertainty, publishers are taking it upon themselves to instill greater confidence in the minds of marketers. In that vein, Forbes Media has tapped marketing analytics firm MarketShare Partners to help its advertisers better evaluate their total media spend ...Read the whole story

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