When measuring the return on investment of search engine marketing campaigns, retailers may be giving branded terms far more credit for conversions than those keywords deserve.

Few groups excite marketers more than young Asian-American males. There's one problem, though: The very phrase "Asian-American" is probably among the most misleading demographic classifications there is.

Any major Web site overhaul presents an opportunity to implement new search engine optimization techniques.

Mollie Spilman has a big job: She's responsible for all of Advertising.com's marketing initiatives, which run the gamut from product marketing and development to corporate communications, from market positioning and public relations to research....

Think globally, act locally is not just a political slogan. It’s also a marketing goal that global brands want to accomplish more efficiently. The challenge of buying local media, however, is that it’s always been a spot market, which makes it hard to target. MediaSpan, based in Research Triangle Park, N.C., has created an ad network platform designed to make local targeting easier. “For years we’ve provided local publishers and broadcasters with content management, back office, and Web development tools,” says Chief Marketing Officer Mark Zagorski. “The logical next step was to provide delivery and tracking of …

TV fans love interacting with characters on their favorite shows; they enjoy deciding which couples should hook up or break up. Movie fans scream at the screen to warn a chick in a horror flick not to go upstairs. Hard-core fans often get together online and write their own scripts, and that’s the audience FanLib says producers and advertisers should chase. “The media landscape is changing. Marketers have to go where the eyeballs go,” says FanLib CEO Chris Williams, who created the concept that allows clients, such as Showtime’s “The L Word,” to monitor fans who are …

The video iPod is the hottest new distribution venue for shows like "Lost" and "The Office." But these shows aren't yet ad-supported on iTunes.

It’s a free ticket on a raucous, voyeuristic trip into the lives of video bloggers, a.k.a. vloggers: Mefeedia.com. The online directory of video blogs has nearly a quarter of a million videos and counting. “It’s very easy to find the big-media video [online],” says Peter Van Dijck, information architect and founder of Mefeedia. “Independent stuff is very hard to find.” At Mefeedia, wade through the potentially boring items and you’ll find a burlesque show that posts several times a week. Adam from Hoboken, N.J., produces videos starring a philosophical woodchuck. Watch vlogs by travelers, people …

Like actors who one day hope to direct, agencies frequently talk the talk of wanting someday to own and leverage their own intellectual property. Anomaly, the New York-based online boutique, is walking the walk via a collaborative venture with PayPal Mobile that brings the virtual payment brand to wireless phones. “Text to Buy” and “Text to Give” services enable account holders to pay for physical merchandise or make donations via a short code message to PayPal. Fox, Universal Music, Nike, and Unicef are charter merchants in the program. Anomaly approached PayPal with the idea last …

As terrestrial radio giants continue battling the pesky gnat that is satellite radio, Continental Vista Broadcasting has introduced technology to help AM and FM stations ramp up their Web operations. Taking a page from the Howard Stern playbook, the firm has rolled out iSeeRadio, which equips stations to air Web video culled from radio broadcasts. What sets the technology apart, according to iSeeRadio vice president Kenny Fenton, is both its quality and its interactivity. “People hear ‘Web cam’ and think a new frame every 10 seconds, but we stream at 300 kbs,” Fenton notes. The iSeeRadio player …