• Internet Advertising 101: Will Traditional Ever Catch Up?
    When I start considering vehicles for a media plan, I like to take myself through an exercise. I draw concentric circles on a white board and categorize my vehicles according to four variables: target, time, place and manner. As I continue to consider vehicles, I place them into the various rings of the concentric circles based on their ability to synch up with those four variables. Some vehicles might hit the right types of people, but not necessarily at the right time. Others might get to the right people at the right time, but in content that's not relevant. ...
  • Case Study: Byting Back
    Four Traditional Brands Try the Web
  • Agency Profile: Beyond Interactive
    Beyond Interactive stretches beyond the U.S. to become truly global.
  • Internet University: Follow the Bouncing Web Pages
    A few months ago, when WebSideStory found that "meta refresh" URL redirects can inflate website traffic figures by as much as 30%, many non-techies weren’t too clear on what the study was really about. Everyone is familiar with robots, spiders, and other pesky critters that add to site traffic counts, but what exactly is a meta refresh redirect, what does it do, and, most importantly, how does it compare to a "302 redirect" — an equally unclear method recommended by the IAB and seemingly preferred by online advertisers? Web serving software uses Hypertext Transfer Protocol (HTTP) and HTTP status ...
  • AdServer Focus: Atlas DMT
    It’s not easy to please the online advertising crowd these days. The dot-com implosion has turned them into a bunch of skeptics who couldn’t care less about a company’s mission statement, even if the boilerplate language promises to place agencies’ needs on the proverbial pedestal. They want to see results, and nothing else matters. That’s why Atlas DMT is so unique. It actually delivers on that promise. “Our core mission is to make agencies more profitable at doing Internet media,” says Tom Sperry, president of Atlas DMT — a company hailed by many online ad professionals as simply the best ...
  • Case Study: Byting Back: General Mills
    CPG giant evaluates rich media
  • A Primer...Understanding Online Reach & Frequency
    You’ve got a client who has a product perfect for 18-to-34-year-olds. You know you need to include the Internet in your media plan because this demographic spends a lot of time online, but it’s a big Web and you’ve got a small budget. You’ve got to find the best sites and figure out how many people you want to reach and how often. Welcome to the often-confusing, ever-changing world of online reach and frequency. This isn’t your parents’ R&F. Until the Internet, reach and frequency were simple concepts. Offline, reach is how many different people are exposed to a ...
  • Email: The Internet's First "Suicide App"?
    Is there a way to preserve this industry so that spammers don’t kill it?
  • AdServer Focus: The At Work Brand Network
    The At-Work Brand Network began with anger and envy. Frustrated by the massive print campaigns that ran earlier in the year touting the proposed Hewlett-Packard/Compaq merger, Scot McLernon, EVP of sales and marketing at CBS Marketwatch, noticed that these companies were spending massive amounts of ad dollars on traditional advertising and almost nothing online. McLernon felt that his website could reach just as many if not more people in an eight-hour workday than his traditional competitors, so he recruited the help of interactive agency Avenue A and decided to approach other branded sites with the idea of establishing a ...
  • Internet University: Traffic and Measurement - How it All Happens
    Last month, while discussing the 302 Redirect, I casually threw around some concepts that I assumed everyone was familiar with. Our readers quickly let me know that media folks, unlike Web developers, speak in English, not code, and I should really take another stab at explaining Web server logs and real-time tracking software (things that allow webmasters, marketing departments, and ad executives to see what’s really happening on their websites). First, the foundation of it all: Web server software. This is what delivers Web pages (typically written in HTML) to Internet browsers like Netscape or Internet Explorer. These Web ...
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