iMedia Connection: Media Strategies

How we dropped the ball on rich media

For more than a decade, rich media has presented significant potential for advertisers. But that potential still has yet to be fully realized. Here's how our industry can right this wrong.

11 ways to rock an RFP

The process for finding an agency partner rarely predicts the texture or substance of the subsequent relationship. By following these steps, you can change all that.

Win the battle against spoofs, spam, pharming, and phishing

Take a look at some of the dirtiest tricks of the digital trade, and how you can help your customers avoid getting tangled in their web.

6 marketing tactics I can't believe we're still using

Here's why it's imperative to listen to your audience, deliver innovation, and make sure you don't become static in your approach.

How to reach your audience through ads, Twitter

Watch as iMedia's marketer on the street hones in on the tricks that will keep communication flowing.

Find the growing value in local

Forecasts for online ad revenue look grim, but the local segment is thriving instead of shrinking. Find out how to take advantage.

Marketing lessons from where you'd least expect them

Check out these tips for ensuring your addressable media campaigns stay fresh and continue to connect with the right consumers.

Taking bias out of agency compensation

If we want to fix agency compensation, we have to pay agencies for the job we want them to do, not for something else. Here's why.

Platforms that provide the biggest bang

What channels are top marketers relying on to maximize their digital spend? iMedia reveals how four industry leaders would choose to divide a $1 million budget.

The fundamentals every seller needs to know

In the fast-moving early days of interactive, many sellers left sound business practices by the wayside. Fortunately, the recession has provided the time to slow down and get back to basics.

Online advertising's 4 biggest problems

The long-term success of our industry hinges on decisions being made now. Here are the main problems that exist in the space and some suggested ways to fix them.

10 traits of successful messaging

In a cluttered marketplace with fewer purchasing decisions, it's important to break through the noise. Learn how to maximize your campaign and get consumers to take action.

The 5 newest interactive trends: How will they affect you?

In 2009, the ever-changing interactive landscape has been simultaneously shaped by innovations in online behavior and the dark clouds of the recession. Take a look back at the biggest stories and how they will affect the rest of the year.

Why your CPM obsession needs to end

Online media planners always focus on the CPMs, but they shouldn't. Our media strategies editor explains why.

The illegal marketing practices you may be using

Most marketers are often unaware of consumer protection laws until it's too late. Find out how to shield yourself from unwanted legal action.

6 stupid media planning mistakes

A seemingly simple oversight can doom your media plan from the start, render it sterile and ineffectual, or make it a complete waste of time and money. See how you can cover your campaign bases.

The differences between display and video buys

Media buyers are searching for scalable, targeted ways to buy online video inventory. Here's why they can't use the same strategy that they do for display.

How to cut media budgets the smart way

In this challenged economy, it's tempting to slash ad budgets by a given percentage and renegotiate all your digital ad contracts. Here's why this can be dangerous.

8 ways to create a rock-star internship program

It's a mistake to think of interns as merely free or low-cost labor. Here's how to structure your program to get the most out of these enthusiastic beginners.

The new rules of agency collaboration

The old-school marketing mantra was to keep your ideas to yourself and leave the competition at bay. Nowadays, a little teamwork can boost your bottom line.

4 steps for customer service success on Twitter

The microblogging sensation lets you connect on a deeply personal level, making it optimal for resolving consumer issues and concerns. Here's how top brands like Comcast are tweeting their way into the hearts of customers.

How social media and search can reach the pickiest audience

A new segment of super-informed, well-researched consumers is springing up online. Are you implementing a strategy for connecting with them?

The game changers: 6 predictions for 2010

Agency experts discuss the fluid nature of interactive marketing and anticipate how the industry will change next year.

What marketers hate about ad networks

Watch as marketers try to pinpoint why agencies and ad networks seem to always be at war with one another.

How to respond to the ad network backlash

Ad networks aren't as helpful as they once were. Brand publishers need to take these few bold steps to reduce their dependency and take back control.

Agencies: How experienced are your partners?

Be careful not to hand over your clients' brands to just any vendor. Here's some criteria to help you choose wisely.

5 tips for objective media planning

When deciding how and where to allocate your media budget, you must remain neutral with all your ad vendors. Find out how to set aside your bias to improve your bottom line.

The secret reason why you lose clients

Put your accounts on more solid ground by following this process designed to help you identify, plan around, and act upon your clients' most fundamental needs.

The roadblocks to starting your own ad network

Running your own ad network has clear advantages, but be prepared to tackle these commonly overlooked challenges.

How to avoid getting ripped off in brand-agency negotiations

Contracts are fraught with opportunities for conflict. Take a look at some of the latest perceptions and best practices on both sides.

Getting fired: Your pink-slip checklist

If you've recently joined -- or fear you may soon join -- the growing ranks of the jobless, here are the important steps you need to take.

How we screwed up online advertising

Fifteen years after the dawn of modern display advertising, we're still laboring under an ill-conceived planning and buying process. Now is the time for change. Here's what needs to happen.

Why top talent will trump the recession

Grim forecasts and reports of layoffs may have you hiding under your desk, but fear not. See why industry leaders think this is an excellent time for the right executives to land jobs.

How to target the social influencers

In the era of social networking, do the old ways of targeting advertising result in the same level of effectiveness? Here's how to leverage social connections for better ad targeting.

5 ways to find hidden money in web globalization

The sagging economy makes it difficult to expand into new foreign markets, but you can use these tips to maintain your global online presence during these uncertain times.

9 critical hiring strategies for every employee

Successful hiring is more important now than ever. Use these recommendations to make the right picks, right now, to accelerate growth in your organization.

Secrets for innovating in a downturn

Is making measured, strategic experiments in the down economy the key to a distinct, and lasting, competitive advantage? Take a look at the current innovation landscape, and which strategies are likely to prevail.

How the web will save direct mail

How can technology be leveraged to improve the performance of traditional campaigns? Take a look at these online opportunities to save one of marketing's most stagnant channels.

Where should you spend your social media dollars?

iMedia asked some industry leaders where they are investing in social media to determine which outlets provide the best bang for your buck.

5 tips for evolving your digital presence

While traditional ad channels are feeling the economic crunch, online has an opportunity to gain a sizable share of overall budgets if done the right way at the right time.

How to master ad campaigns in a weak economy

Despite all the trauma being endured by the media industry, there are well-positioned companies with rich media know-how and solid creative experience that can get brands and agencies out of the weeds.

Tasteless tactics and the brands that use them

Watch as digital marketers reflect on recent campaigns that rubbed them the wrong way.

What's missing from ad network evaluations

Ad networks clearly need to be rated on more than just reach, but what else is important? Here are six things everyone should know.

4 secrets to making the perfect digital hire

Hiring new interactive marketing staff -- at all levels -- requires clear thinking and careful planning. Here's how to ensure you find a good fit.

Why our revenue-sharing model is flawed

While a majority of campaign results are driven by the quality of "intent" data, today's rev-share model does not compensate publishers accordingly. Here's what needs to change.

Tools that ease marketers' worst fears

Big changes often inspire great fear -- before they open the door to enduring innovation. Take a look at three new technologies that are poised to bring about a new age of advertising enlightenment.

The new contenders for ad unit dominance

Bigger ads are on the way. But will they work? And more importantly, what will they mean for you?

Why email marketing deserves more respect

Email marketers continue to struggle for the recognition -- and budgets -- they deserve. In this interview, marketing veteran Stan Rapp provides his insights on how these challenges can be overcome.

Why we need to realistically differentiate ad networks

If so many ad networks are at parity with the rest of the industry, what factors can differentiate them? Here's how they can set themselves apart from the rest of the pack.

Marketing channels that bring profits, not problems

Marketers are constantly struggling to determine which media channels promise the best ROI. Watch as some of the marketing industry's top minds discuss where you should be investing your marketing dollars right now.

6 ways to simplify social media updates

Marketers spread themselves too thin maintaining a presence across several social networks. Here's how to spend more time engaging consumers.

What to look for when picking your ad network

The system for evaluating ad networks is flawed, and reach is not the best factor when judging networks. These four criteria are the ones that should help make your decision.

6 tips for rapid campaign execution

Marketers are expected to execute campaigns flawlessly -- no matter how truncated the timeline. Here's how agencies can move quickly, without stumbling.

How to get more digital dollars from your CFO

In this economic environment, the importance of marketing couldn't be higher, yet new tactics are needed to build the case for spend. Here's how to get money into digital faster.

Creative woes and economic blows for marketers

Watch as six industry experts discuss the biggest threats to the marketing industry, and how they are shifting their strategies to adjust.

5 things agencies want from their clients (besides more money)

Here are some simple ways to improve the impact of digital marketing efforts by making small changes in the way agencies and their clients work together.

How 5 brands scored free marketing

Whether the economy is up or down, nothing beats free press coverage. But can you really get the media to carry your message? Here are five campaigns that did just that.

Texting, tweeting, friending, and gaming: Marketing in the social age

Get an insider's view on connecting your brand to engaged users in the collaborative world of Web 2.0 with these podcasts from the iMedia Breakthrough Summit.

Why ad network reach reports are stupid

We need to find a better way of measuring the effectiveness of ad networks. Here are three reasons why the system isn't currently working.

4 ways to extend email trust to social, mobile channels

Trust-building rules still apply as you expand your email campaigns into other media. These strategies help you tell a cohesive story.

How transparency might save display ads

Despite the growing pressure to lower prices, publishers need to establish the true value of their ads and stick to those prices to enable media buyers to purchase in confidence.

Why budgets are shifting to audience-centric buying

Overall ad spending is expected to remain flat or decline, depending on whose projections you trust. More money is going to audience-centric strategies however, and site-specific models are losing share as a result.

How to balance your cross-channel campaigns

In the quest for consumer dollars, many organizations hesitate to change their marketing plan, or make a mad dash across every channel just to keep up. Follow these practices to find the right mix of media.

4 masterfully integrated campaigns

When a brand successfully promotes across media platforms, the pieces fit together into something far greater than the sum of the parts. Here are four brands that can show us the way.

Google courting small businesses for local search

Google hasn't even indexed one-tenth of local content because most of it isn't digitized, Google's Chris LaSala said. Here's how the company plans to leverage small- and medium-sized businesses to change that.

The fuzzy math behind digital's value

How can 20 million online users be worth less to advertisers than 1 million print readers? Welcome to digital's ongoing struggle to decide whether superior ROI and engagement capabilities are worth ad rate equality.

Making the most of your staff in a slow economy

Companies have to stop thinking about short-term staffing needs and focus on cultivating top talent. Three industry leaders explain.

The technology that will grow online video

The key to an increased video budget is scale, the guarantee of detailed performance metrics, and targeted distribution -- three things ad network infrastructure can help provide.

The persistent gap in integrated media planning

Marketers are in dire need of a multi-platform integrated media solution. Here's what current technology is missing.

Interactive's most offensive campaigns

See how these campaigns disturbed, annoyed, and even repulsed people.

5 forces that are strangling conversational marketing

Here we are at the end of the first quarter of 2009, and we still don't see conversational marketing as a line item in most marketing budgets. What happened?

What marketers want from new hires

In this tough economy, job hunters have it harder than ever. See what key traits will land you the job.

10 ways to turn angry consumers into brand advocates

Customer service is just as critical to success as any other aspect of a marketing plan. Here's how to guarantee these interactions won't reflect poorly on your brand.

Making ad networks and exchanges work for everyone

IAB's Randall Rothenberg addresses the fundamental points in the commoditization debate, along with creative's missing link and social media's full advertising potential.

Why online creative stinks so badly

Marketers today are not taking full advantage of the capabilities of the display ad medium. Here are the fundamental problems and how they can be resolved.

3 paths to loyalty program enlightenment

Keying in on the right target can reward brands in spades if they offer loyalty programs that share common goals with their audience. Here are three ways to make loyalty programs work for you.

Pitfalls to avoid when agencies meet with brands

A simple mistake can be the difference between a deal and a disaster. See what agency experts need to avoid when they connect with brands.

A scalable agency solution for an ailing economy

Beyond living leaner and leveraging better-than-ever optimization, most agencies aren't shifting their business models for the new economy. Here's how marketers can turn that all around.

Where to draw the line between ad networks and agencies

The current competitive tension between these online players is one that needs to be diffused. Here's why both parties should remain true to their core competencies.

How to master the location-based ad game

As major service providers get in line to provide location-based advertising, it's time for marketers and agencies to finesse their ad targeting.

Why retrofitting DR objectives is a bad idea

When economic declines hit, advertisers often adopt a more direct response-oriented stance with their ad campaigns. It's important to know there's a right way to switch objectives midstream and a wrong way.

Media buyers' favorite ad networks

Find out how a few unique players are finally scoring market share with brands.

The interactive platforms that will go kaput

As new and exciting interactive platforms continue to emerge, there is only so much room for established media. iMedia asked a selection of branding experts what interactive platforms we should expect to see thrive, and which we will watch fall.

5 insights into allocating digital dollars

The key to a long-term relationship with a marketer may depend in part on an agency's involvement and contribution to the client's budgeting process.

5 online initiatives we weren't ready for

Even the most visionary ideas will go to waste if the target audience is not ready to embrace them. Check out these stories of online innovators who were ahead of their time.

Branding for success in a bad economy

Brands are faced with tough choices as the economic situation escalates. Take a look at how some agency experts recommend handling a brand during the lean times.

The curious problem with WPP's GroupM

While it's true that publishers can discern certain facts about web users based on things like surfing behavior, is it the publisher's exclusive realm to own those facts?

10 ways to streamline your branding plan

The tools and tactics needed to ride out the recession already exist for online advertising. See how you can avoid cutting ad spends by eliminating some key inefficiencies.

The dirty little secret behind ROS advertising

The number of international visitors to U.S. websites is growing sharply, meaning your ads are being seen by consumers outside your market. Take these precautions to ensure your ads are seen by your target audience.

Putting your content where it matters

Consumers are empowered with the choice to consume media -- and embrace brands -- on their own terms. Use these techniques to give them a reason to choose yours.

5 steps to better agency collaboration

Want more respectful, more productive relationships between your digital and traditional agencies? Take a look at how some common complaints can be defused in order to build stronger integrated campaigns.

5 advertising blunders: What we learned

What failed for advertisers this past year? iMedia met with some agency experts to determine what went wrong and why.

Marketing's next stage: Platform ubiquity

Digital marketers need to think about media as more than just dissimilar platforms lumped loosely together by the word "media." Content is everywhere, but it lives nowhere. Here's why.

Brands convert Super Bowl eyes into digital chatter

TV commercials don't always translate to online consumer excitement, so marketers are tackling new channels this year. Here's how brands like Doritos and GoDaddy are using social media to build online buzz after the big game.

How to make ROI more than just a number

The more data interactive campaigns produce, the cloudier the definition of ROI becomes. Follow these steps to streamline your marketing process and increase accountability throughout your organization.

Why the Super Bowl still matters for marketers

Even though big-budget Super Bowl ads aren't necessarily rational in this day and age, they are still the most effective way to ensure that people will be talking about your ad campaign the day after.

7 places online marketers can find more money

For better or worse, marketing budget cuts have become a reality at most companies. Here are a few ways to squeeze more out of your existing interactive dollars.

5 ways to boost your lead conversion rate

When companies' lead generation teams and sales forces are separate entities, integration can prove challenging. Check out these strategies for closing the gap.

Harness the cloud with little technical know-how

Thanks to an incredibly fast growing set of online tools, marketers now have access to technology that was out of their reach just a few years ago. Here are six free and readily available applications that should be added to your arsenal.

"But this is perfect for the client..."

Some digital proposals that seem like lay-ups aren't. Underscore Marketing's president looks at why so many unsolicited proposals are off-strategy.

Obama means change for marketers

What does the first wired president mean for the marketing world? iMedia met with agency innovators to discuss how Obama will affect the ways in which marketers do business.

2 simple ways to innovate during a recession

Here are some positive steps that can be taken by both clients and their agencies to weather these hard times.

How local ads can help you survive the recession

Many marketing solutions fail to address at least one of the critical factors to local marketing success. Take a look at some approaches that will help you hit this sweet spot.

How to evaluate your ad operations efficiency

Well-honed ad operations can free up resources for core revenue-generating activities. Here are some questions to consider when determining how to delegate these responsibilities.

6 reasons agencies get canned

If you want to keep your clients close to you, use common sense. Here are a few tips that -- although seemingly simple -- will set you apart from your competition.

A look forward: How 2009 will change marketing

iMedia met with agency notables to find out what will thrive in the digital marketing industry this year.

The end of the agency RFP era

Today, you have to pick an agency based on chemistry and human interaction. Here are some tips for revising the current outdated proposal process.

Agency shoot-out: A master class in crisis marketing

After creating a killer campaign to save the reputation of a beleaguered bank, Geary Interactive won the iMedia shoot-out contest and learned a thing or two about rebuilding customer loyalty.

How to get in step with the new marketing season

With a buildup of post-holiday campaigns underway, here are some tips on refreshing your marketing strategies for maximum branding as the New Year begins.

Can TV and the web splice?

Television is still alive and kicking, despite an explosion of popular content online. Google explains why TV's future lies in bridging what divides these two media.

Why the forecasters are wrong about digital in 2009

While the pundits may be singing a similar tune when it comes to digital advertising's immediate future, here are a few points they may not have considered.

8 golden rules for advertising in the digital age

The importance of sound creative executions and integrated strategies cannot be overemphasized in today's online ad market. Follow these steps to get on the right track.

Jump ahead of the pack with mobile ads

Mobile ad networks are among the fastest growing platforms available to publishers today. Control, real-time data, and increased value are all benefits that can be realized.

7 recession survival tips

Recessions are a murky time, particularly for newer brands trying to shape their messages during economic lulls. Follow these surefire steps to emerge even stronger than before.

Reading the tea leaves for digital marketing in 2009

Where will the digital marketing industry be 12 months from now? iMedia asked four agency thought leaders about the trends and surprises that await us in the coming year.

2008 scorecard: What flew, what flopped

How clear was the industry's crystal ball at this time last year? Our media strategies editor takes a look at five 2008 predictions and determines which came true -- and which were just pipe dreams.

Santa Claus' open letter to the ad industry

You've all been very naughty in 2008. But rather than drop lumps of coal in your stockings, Santa wants to give you his sage advice on how to make 2009 a better year.

How to craft the safest, smartest media plans

A wide variety of legal constraints can affect what your digital media plan recommends. Here's what to keep in mind when dodging regulatory hurdles.

2008's top interactive mergers and acquisitions

Two experts discuss the implications of this year's M&A activity within the online media and marketing services sectors, as well as their predictions for the consolidation we're likely to see in 2009.

iMedia survey looks at agency/client relationships

Want to know how industry leaders feel about their existing partnerships and what they expect in the coming year? See the results from iMedia's Agency Summit in La Quinta, Calif.

4 insights into interactive's uncertain future

The Obama administration may be a boon for technology, but new regulatory groups could usher in major changes for interactive. Here's how the industry can control its own fate.

Why marketing abhors a black box

It's not enough for marketers to know that something performs well -- they need to know why it performs well. In this regard, it's crucial that our industry not repeat its past mistakes.

Beware the slippery slope of DR ads

Although it's easier to justify DR budgets in a down economy, be wary. Bowing to economic pressure could negatively affect high-value inventory and, thus, the future of online advertising.

6 reasons agencies want to strangle clients

When agencies and clients don't mesh, moving a campaign forward is nearly impossible. Here's how agencies can align themselves with problem clients and serve them more effectively.

The boundaries brands shouldn't cross

If brands want to be loved, they need to give consumers some space, especially in emerging media. Carol Kruse, Coca-Cola's interactive marketing leader, discusses the strategy for winning affections online.

How to avoid contextual tragedies

Like semantic search, semantic advertising holds promise to improve the overall relevance of marketing. Take a look at some of the ways to use this strategy to create more effective, revenue-generating ads.

6 experts' predictions for 2009

iMedia's panel of industry insiders weighs in on the brands, agencies and technologies that are likely to shake up online marketing in the coming year.

The one element missing from your online plan

By following a few simple tips, advertisers can implement an effective new campaign model that can generate guaranteed returns on a marketing investment.

Fighting our way "out of the box"

We often think of digital as fulfilling specific roles, yet new roles are emerging continuously. Underscore Marketing's president describes the institutional inertia our industry faces.

Is your banner ad about to get "squished"?

Banner ads that aren't differentiated across a market are falling victim to slim margins and little branding impact. Find out how you can avoid this engagement trap as the industry moves in a new direction.

Use localized content to build a global audience

Consumers will seek out brand content, but only if it appeals to them on a local and personal level. That's why your content strategy needs to factor in context as well.

Brand management: The new playbook

As marketers continue to struggle with brand messaging, experienced professionals explain why some tactics work better than others.

Tips for bringing your brand into the Facebook era

Electronic Arts, Coca-Cola and more explain how they are positioning their brands on social networks such as Facebook and MySpace.

Free benchmarking tools you should be using

If your budget doesn't allow for advanced competitive intelligence, don't fret. Here are three tools you can use to demonstrate the effectiveness of your online efforts.

Agency pitches gone bad

Industry leaders from Coca-Cola, Upper Deck, Kaiser Permanente and more share war stories about how good agencies made bad decisions.

How ad networks are keeping you blindfolded

Here's what you need to know about ad network transparency, along with five questions you should ask your network partners.

Razorfish issues last rites for Web 2.0

Are you willing to fail in order to innovate? According to Razorfish CEO Clark Kokich, the path to Web 3.0 -- and a new level of integrated marketing communications -- will be blazed by risk takers.

Online: You may be planning to fail

If you want to surround your current and potential customers with a resonating message, be prepared to tackle your online media plans as a higher priority in the mix.

Terrestrial radio and other faltering channels

An increasing number of people are falling into media potholes, where they can't be reached via traditional media. Here's what that means for you.

An insider's guide to winning a brand

Prominent branding professionals from Coca-Cola, Kaiser Permanente, Zappos.com and more share their strategies for cutting through the clutter to pick an agency that is right for them.

Put the marketing glory hogs in their place

Are search engines taking credit for your hard work? If so, here's how to prove the worth of your online branding efforts -- even if they aren't getting the clicks.

8 myths that haunt online marketers

Just because everyone says it, doesn't make it true. These prevalent misconceptions can lead to lost money, improper planning and needless industry in-fighting.

An open letter to Obama/Biden

With a new administration on the way, what does the future hold for the digital business? Here are some suggestions for the new president and vice president.

How to avoid insidious budget wasters

Is your money being sucked into the black hole of false starts and endless meetings? Here's how to make efficient use of your interactive marketing budget.

6 stupid marketing mistakes

Even the savviest of brands can commit crimes against good taste and common sense. Are you guilty of one of these common marketing blunders?

The keys to a successful ad network collaboration

You can't simply pick a cheap ad network, throw an ad out there and pray for a successful campaign. Here's how to work with your network toward a common goal.

A practical new framework for web marketing

The Four Ps -- product, price, place and promotion -- is an outdated marketing formula in this time of virtual products and services. See how The Five Cs are taking their place.

The identity crisis of today's ad agencies

Industry experts discuss the evolving shape of the modern agency and debate the merits of hiring new digital talent vs. retraining their traditional counterparts.

Why untargeted website traffic isn't the solution

Does the ever-expanding sea of ad:tech exhibitors foretell a healthy digital marketing industry? It does, but maybe not in the way you think. Underscore Marketing's president explains.

Election 2008: What you should have learned

The presidential race is finally over. But as an industry, did we learn anything? A panel of experts weighs in on what the candidates taught us about digital marketing.

Do something smart, not just something mobile

Tried and true online buying strategies don't always apply to the wireless web. See how some minor planning adjustments can help you play to the strengths of the mobile channel.

Is the death of ad networks greatly exaggerated?

While there has been talk about a downward spending trend throughout the online ad industry, here's why ad networks are still indispensible to a successful online media execution.

8 steps to smarter media buying on a budget

In frugal times, the best way to maximize smaller media budgets is to make sure money is spent efficiently and in a way that will make investments go further.

The conflict of interest facing ad networks

Economic pressures, coupled with a widespread need on the part of marketers to solve the digital puzzle, will force marketers to make some interesting moves. Underscore Marketing's president looks to the future.

5 ways to win with online coupons

What's new about online engagement? What distinguishes it from traditional advertising or promotion? Here are tips for turning your next strategy into a success.

How brands can build trust among consumers

To ensure successful communications, marketers need to stop thinking in terms of compliance and start thinking in terms of trust. Here's how to get this culture shift started.

Protecting digital budgets during a downturn

What strategic moves will help digital preserve (or even increase) market share during a recession? Underscore Marketing's president postulates.

McDonald's Jervoe: Brand proudly, not loudly

The hamburger giant's global marketing leader describes his strategy for maintaining local relevance while connecting consumers across the globe.

How brands thrived during the Great Depression

Companies can and do prosper during times of economic turmoil. Take a lesson from brands whose Depression-era advertising strategies were key to their survival.

4 obstacles limiting growth in display

The growth of digital display is being held back. Here's what needs to happen if the industry wants to open the floodgates.

3 publisher tools that need to die

The media audience isn't the only thing that's fragmenting -- your operations technologies are too. See how adopting a unified approach can help make you more responsive to clients' advertising needs.

Get in position to profit off GPS

The age of location-based services is just dawning, but very few marketers are taking advantage of this targeting technology. Follow these tips to get in on the ground floor.

Why smart strategists focus on experience and optimization

Creating a positive customer experience and translating it into a solid optimization strategy is more attainable than ever -- if you have an open mind and a forward-looking strategy on hand.

Why ad networks will continue to proliferate

Some industry observers have been predicting the demise of the ad network model as we know it. Here's why they're wrong.

How to make the dynamic ad model work

The digital ad industry has placed a lot of effort behind innovating within the process of planning and buying. Here's what needs to be delivered with the next wave of planning and buying tools.

3 brands with winning discount strategies

Poorly executed sales promotions can cheapen your brand. Check out these companies that have managed to preserve their value while still delivering deals.

Steve Rubel on how blogs are changing the face of PR

Edelman's director of insights explores the current evolution of the marketing and public relations landscape and explains why digital marketers need to focus on integration, not the latest technology fad.

Your outdated planning process and how to fix it

The way audiences use media has changed, but agencies' planning processes have not. Here's how marketers need to adapt for the platform-independent future of media consumption.

Media buyers reveal their favorite sites

How do you know where to place your ad dollar bets? Industry experts weigh in on which categories, as well as specific sites, give the most for their money.

4 tips for marketing to small businesses

Small businesses are a big target, but they require special attention on behalf of interactive marketers. Here's how to forge and maintain a meaningful relationship with this community.

What it takes to land a brand's business

There's more to working with a major brand than just hard work and passion. Coca-Cola, Kaiser Permanente and others discuss the keys to winning their business.

The new look of local advertising

Local has evolved from the days of putting ads in the neighborhood paper. Instead of focusing on driving transactions, it's now about developing deeper customer relationships.

iMedia survey uncovers what marketers are thinking

Curious about the state of online advertising? See the results from iMedia's Brand Summit in Coronado, Calif.

The ugly truth about reach

Reach does matter, but not to the extent that a lot of media sellers make it sound, and not for the reasons that a lot of media buyers think. Here's why.

How to automate your unsold ad inventory

When it comes to ad networks, "remnant" is not a dirty word. Here's how to make these vital networks work for your site -- without tedious manual management.

Interactive's biggest flops

From overspending on launch parties to brands neglecting to buy keywords, the digital space has had some fantastic failures. Agencies discuss the biggest bombs they've seen.

Stop treating ads like pork bellies

It's too soon to tell if a commodity market will reduce the value of advertising, but sellers would be wise to look into intelligent ad marketplaces.

AdWords retools, LinkedIn joins ad network frenzy

Search campaigns on Google will now move at a dizzying pace thanks to a slew of changes with AdWords, but advertisers looking for an old-fashioned publisher relationship will want to call on LinkedIn.

Are you drowning in data?

The internet offers unprecedented insight into consumer behavior, but not all the information is useful. The key to a successful campaign is having access to intent data.

10 complaints about ad networks

When it comes to doing business with ad networks, media planners have plenty of issues. But what about the relatively minor gripes? Underscore Marketing's president lays out a few of the "little" issues.

Procter & Gamble on winning its business

P&G's interactive marketing leader reveals which much-watched digital marketing opportunity will likely never come to fruition, as well as what agencies can do to get a piece of his company's multibillion-dollar advertising budget.

Online opportunities for your offline network

Learn how to turn the contents of your Rolodex into a directory of profitable online marketing partnerships.

Why brands shouldn't skimp on rewards

Loyalty programs are gaining ground with online strategies that engage users with your brand. Get some innovative ideas to make these programs work for you.

10 tips for hitting the interaction jackpot

Your video banners need to stir a user's curiosity, not send them running for the hills. Here's a guide for creating ads that scream to be clicked.

Attention marketers: Google wants your jobs

Your role in consumers' lives is rapidly becoming obsolete. Here's what you need to do to save yourself and the industry.

The X Factor: Banners and the death of advertising

Your view of ad networks and the banners they sling all depends on where you sit in the marketing landscape of the consumer, the agency, the client, the creative and, yes, even our industry.

6 myths about ad networks

As ad networks represent more and more premium inventory, it's time to take a look at common misconceptions and uncover the realities behind them.

Will Google's Chrome turn the web inside out?

Those who thought the browser wars were over got a rude awakening when news broke that Google had attacked Microsoft's ubiquitous Internet Explorer. But beyond a battle between titans, what does Chrome mean for marketers?

Open your eyes to blind ad networks

Blind ad networks are synonymous with obstacles and uncertainty. Here's how to work around their limitations and reach your audience.

The simplest strategy that your brand is overlooking

Want to run with the big dogs? Take a lesson from their playbooks and learn how to create and maintain brand consistency online.

Are all your corporate messages aligned?

Marketing, PR and corporate communications have an opportunity to break down the silos for a united messaging front. Make sure your teams aren't missing out.

Will anonymous surfing set marketers back?

Once again, the release of a new browser heralds the arrival of anonymous, cookie-free web surfing. What can marketers do to keep their online ad campaigns from going haywire?

5 ad operations disasters

There's no such thing as smooth sailing when it comes to ad operations, but you can head for calmer waters by preparing for these common obstacles.

Secrets to client negotiation

Hear how agencies give and take to ensure every partnership is a win-win situation for both parties.

The X Factor: Where TV fails and digital marketers succeed

Traditional advertisers are finally getting on board the digital revolution, albeit slowly. But what if you're still doing 30-second drivel? Here's how to shake loose.

3 big changes at Google, flying dwarfs from Paris Hilton

The economy is giving many in digital a greater headache than previously thought, while Google is giving publishers a leg up, and Facebook may have given users more than they bargained for.

Can digital be a true spot medium?

Digital has great localization technology that gets better every day. But a few things need to happen in order for it to fulfill the role of a true spot medium. Here's why.

Why digital still doesn't get the dollars

Digital marketers are still fighting for a seat at the big table. Learn why your reputation as a techie is holding you back and what you can do about it.

Do dayparts still matter?

The daypart might still be an effective advertising tool, but unless the product has an association with a time of day, consumers only care what's on the screen.

When is it time to dump a client?

Agencies want to do great work and make clients happy, but where do you draw the line with a disrespectful client?

Mobile's missing link

People have been predicting an explosion in mobile advertising for years, but it has yet to happen. Here is the catalyst that will ultimately bring about the revolution.

3 back-to-school basics for marketers

The back-to-school season isn't just for kids. Now is the time for marketers to get a leg up against the competition and shake off the end-of-summer blues.

Go digital or go home

Some leading brands are still failing to take advantage of integrated online marketing opportunities. Learn how smaller competitors could rise up and crush them.

Pitching tips from the pros

You can't afford to blow it when meeting with new clients. Digitas, T3, BBDO Atlanta and others share their secrets for pitching success.

IAB numbers ignite ad network controversy

Who is to blame for falling CPMs, and which ad network gives marketers the reach they crave? Those questions and a stunning hiccup from Google dominated the top stories this week.

The battle for digital spend

Find out how agencies fight for bigger digital budgets and where the money is going.

Does your ad network make the grade?

Which network will make the best long-term partner? Use this handy checklist to gauge if your ad network has what it's going to take.

Times are tough: get what you pay for

In this struggling economy, there's a lot of talk recently about big advertisers changing ad spending and agencies lowering their prices. Here's why that's a bad idea.

How agencies blew the pitch

Your agency may be brilliant, but are you guilty of these pitch faux pas? Cringe at horror stories of how pitches went awry, as told by execs at Men's Wearhouse, Black & Decker, Upper Deck and others.

Why Paul Gunning's agency is better than yours

Tribal DDB's new CEO dishes on how to break down organizational silos and build an agency that is productive, profitable and -- above all -- personal.

Essential questions to ask your ad network

To set the stage for successful buys and long-term business partnerships, get the right information up front.

Stop complaining about a small talent pool

It's our own fault that we can't find a good stream of talent. Here's why and how as an industry we need to do a much better job selling ourselves.

Find the online opportunities in your own backyard

Billions of local ad dollars will be moving online in coming years. Find out which outlets offer the best potential returns.

Risks that brands should take

Hear what agencies would love to see their clients do more of in the digital space.

Plan your holiday e-communications now

To avoid getting lost in the holiday shuffle, interactive marketers need to prepare their year-end strategies during the summer months. Check out these tips for a stress-free approach.

Alex Bogusky's 6 rules for being a media maverick

Crispin, Porter + Bogusky's chief creative officer shares insights on discovering brand essence and preparing yourself to do great work.

The X Factor: Dust the cobwebs from your brand's attic

Your brand may not be built on nostalgia like McDonald's, but you can still tap into a consumer's fond recollections to create online buzz.

Intrusive ads: a necessary evil

Today's marketers live in fear of annoying their audiences. Here's why you shouldn't be sorry when you intrude.

Who are agencies dying to work with?

Some agencies want to work with small, passionate brands. Others would like to improve the image of a maligned corporation. Find out who Carat, Digitas, BBDO Atlanta and others see as their dream clients.

What digital taught a Google exec about branding

CPG head Kevin Kells looks back on his days as a brand manager and examines how digital capabilities could have transformed his campaign.

The X Factor: Is digital a hopeless medium?

Can online ever pack the same emotional punch as television advertising? Here are six obstacles that stand in the way.

7 ways to lure top-notch talent

Having trouble filling key digital positions with the right candidates? Maybe the problem is you! For better results, consider these tips.

Stop isolating your online marketing efforts

Don't weaken your brand by building silos. Boost your campaign's ROI through integration.

Is online advertising losing its luster?

Trends suggest that spending on online promotions will soon surpass spending on banners, search, email and other interactive advertising. Find out why.

Shakeups put billions of ad dollars in flux

Hundreds of millions may be slashed from ad budgets, and the nation's biggest advertiser lost its CMO. Step inside and follow the money.

Get your digital ducks in a row

Your organization can't succeed in digital if all its operations aren't properly aligned. With this simple guide, you'll be on the right path in no time.

Perfect your agency's pitch

Pitching interactive media to a traditional brand is never easy. Agencies share their advice for winning these clients while alleviating any anxiety the brands might have.

5 ways to boost your industry reputation

Taking the right steps in this industry will pay big dividends. Although interactive leaders have unique traits, here are common denominators to help you stand out.

The X Factor: Should you go after the long tail?

The long tail has been the mantra of online marketing, but is it really the right paradigm? Find out why the prevailing wisdom may be flawed.

The era of self-centered marketing

A common problem when putting together campaigns is when clients use themselves as the basis upon which to build a communications strategy. Here's what to do.

Build a robust marketing plan in 4 steps

Create a media plan that fits your long-term and big picture objectives with this mix of analysis, strategy and tactics.

When ROI isn't enough

Digital has much more to offer than just the ability to track ROI. It's time to think about the big picture and consider a new metric -- return on engagement.

13 tips for closing the deal

Good sales skills can improve your job performance no matter what your title or role. Here's a primer on how to sell effectively.

The X Factor: The ad network you'd kill to buy on

Think the Google/Microsoft/Yahoo triad has the game locked up? Think again. Find out why a major alternative could be just around the corner.

4 tips for brand experiences that stick

Check out these simple ways to convert prospects into customers and then into card-carrying brand evangelists.

What Millennials can do for you

Don't rule out the value of working with Millennials. One agency pro explains how to tap the strengths of the generation that came up with Facebook.

The 6 newest interactive trends: how will they affect you?

Only six months in, 2008 has already seen aborted mergers, an executive exodus and Yahoo's death rattle. Take a look at the biggest interactive marketing stories and how they will affect the rest of the year.

Have you lost track of your users?

The rapidly changing media landscape requires constant adjustments to stay ahead. Hear what strategies marketers are using to keep up.

The ROI of quality swag

In an increasingly digital world, sometimes it takes something physically tangible to push your business goals further. Take a look at these examples of swag success, along with some cautionary tales.

The newest sales-boosting strategy

Making the sale hinges on the lead. On-demand lead scoring is a technique that clarifies who your best leads are and allows you to target them accordingly.

What ad networks offer that publishers don't

As some wonder if it's the end for ad networks, Platform-A's SVP of publisher services explains why they will never go out of style.

Get the most out of your media planner

Our media strategies editor explains how those on the publisher side can optimize their relationships with media planners and buyers, thus ensuring better business.

Dear Dawn: What are the best media planning resources?

Here's a list of books, newsletters and training programs that will help rookie media planners hit the ground running.

Has the ad network shakeout begun?

With ad networks falling out of favor with content sites, has the end finally arrived? Underscore Marketing's president reads the tea leaves.

Do marketers really know the new media user?

Marketers characterize this demographic and explain how they reach them.

5 ways to ruin your industry reputation

In a highly connected industry, your reputation can either be your greatest asset or your Achilles' heel. Here are common mistakes that can hurt your industry credibility.

The X Factor: How Google will kill ad networks

Does Google's display strategy spell doom and gloom for ad networks?

Publishers: take control of your inventory

Find out how to cast off the shackles of ad server dependency by creating your own inventory tools that address your specific needs.

The X Factor: Diary of an anonymous AE

If clients are going to make last minute requests that will inconvenience your staff and cause stress, have the guts to make them pay for it!

7 tips to find and develop a smart sales team

It's not easy to recruit and maintain a stellar team of digital sales folks. Let this guide show you the way.

Know your customer at every stage of interaction

When it comes to integrated campaigns, the real challenge isn't breaking down the silos, it's keeping track of your customers.

The state of marketing revealed

Learn from this marketer survey if you match your peers in such areas as spending, hiring and accountability.

Why now is the time to step up lead efforts

With consumers tightening their purse strings, it's more important than ever for marketers to reach out to potential customers with relevant offers they can't refuse.

Bud brings out the dude in consumers

Anheuser-Busch recently added consumer-generated videos to its Bud Light "Dude" campaign. But was it a successful brew or did it merely water down the brand?

How 2 trends will improve online advertising

See what's happening in the digital space that will bring about relevant micro-targeting and more precise measurement.

The truth about engagement

NebuAd's CEO explains what constitutes engagement, and why interactive is the perfect medium to build an audience.

iMedia survey unearths surprising results

Want to know what industry leaders think about the critical issues confronting online advertising? See the results from iMedia's Agency Summit in Austin, Texas.

Let's get vertical

iMedia's strategies editor discusses the movement toward vertical networks and how they could be what brings quality -- and sanity -- back to the ad network space.

Dear Dawn: Why should I buy local media?

Our experts explain the benefits of adding local media to the mix with portal and network buys.

Are ad networks dying?

The space continues to evolve to meet advancing needs. Take a look at what's driving these changes and what this means for marketers.

How to get better ad serving results

Find out what it takes to get the most from your technology, whether you use a premium-priced product or a free one.

7 strategies for marketing in a downturn

The following tips will carry your company through the lean times and beyond.

Are users lost in a sea of ad networks?

Haunted by a Netflix ad that wouldn't go away, we asked an easy question that led to some complicated answers for the future of online advertising.

How do you explain your job to mom?

In honor of Mother's Day, iMedia asks marketers how they describe their jobs to their moms.

Geo-tracking: opportunity knocks

Location-based targeting is on the verge of exploding -- find out what this technology will soon enable you to do.

Dig online for competitive pay dirt

You can learn bushels from your competitors about how to market your brand. All it takes is the right tools, and a little analysis know-how.

How to reach your customers in the long tail

If you're like most marketers, you're still spending the bulk of your ad dollars on portals even though your customers are at niche sites. Here's how to find them.

7 tips for higher conversion rates

A good call-to-action is worth its weight in gold. Interactivate's CEO offers tips to finesse your CTA.

Solve the media puzzle

Crossword lovers, test your interactive media knowledge with this custom-created puzzle.

A key to marketer empowerment

Find out how to collect and analyze the cross-company data needed for effective marketing programs without the struggle of working with IT.

How digital affects Kodak's big picture

Kodak's head of marketing sat down with iMedia to talk about his career, changes at Kodak and how the internet fits into it all.

Ad network trends to watch

Data from a Collective Media study reveals what the future of ad networks may hold, how the market's perception of this segment has changed and what adoption rates currently are.

Is it time to reconsider first-party cookies?

Consolidation in the industry and the increased importance of quality audience data is again raising privacy issues. Can first-party cookies help keep data private?

Agencies address the pressure to change

The old agency model is broken. Hear agency reps and others describe the agency of the future.

A low-cost plan to elevate your brand

As the economy weakens and your competitors cut budgets, you can get the leg up with a thought-out digital marketing strategy.

The X Factor: How to avoid pissing people off

Sick and tired of dealing with the American Airlines fiasco? What can a solid CRM system do to avoid this type of scenario, and are you prepared for when the wheels come off?

Dear Dawn: Please define ad networks

Our expert, Cory Treffiletti, breaks down the differentiating factors between five categories of networks.

3 factors that limit ad networks

Recent news stories have begged the question: Just how many ad networks should there be? Underscore Marketing's president explores the limits inherent in ad networks.

A solution for staffing woes

Take a look at the pros and cons of virtual talent networks, an innovative business model focused on flexibility and freelancers.

Tips for multi-media messaging

When a major TV event refers viewers online, the sponsors of that event need to be prepared. Find out how "Idol Gives Back" advertisers fared with their integrated efforts.

An ad network for every market

It's important for marketers to weigh all available ad network options. Check out this guide to vertical ad networks designed to reach specific audiences.

The X Factor: Who do consumers think they are?

Like most kings, the consumer can be greedy, selfish and out of touch with the world. So why are marketers still working with ad formats that offer our products for free?

Why Yahoo won't sell

Microsoft dropped its Yahoo bombshell almost three months ago, and since then the U.S. has seen an economic downturn. But hard times might be good for Yahoo -- and the rest of the web. Find out why.

The dirty little ad network secret that isn't

Are sweepstakes enthusiasts and low-income tire kickers the only people clicking on ad network banners these days? Underscore Marketing's president explores this idea.

What's a Yahoo to do?

Yahoo is being publicly courted again. This time, there is talk about a possible AOL merger. At the same time, Yahoo has announced it is going to test AdSense over 3 percent of its search. What is to become of Yahoo?

Balancing digital spending

VIDEO: Brands explain what would motivate them to allocate more budget to digital.

Reach fans of user-generated media

VIDEO: Agencies share lessons learned on user engagement.

Is display advertising dead?

Display advertising is about to undergo a revolution that will profoundly affect the industry as we know it. Here's why this needs to happen.

What the perfect agency looks like

VIDEO: Brands reveal how agencies can evolve to meet their needs.

How to break up without burning a bridge

It's important to end relationships with vendors, partners and publishers on a positive note. Sean Cheyney shows you how and why.

Get past the unsexy side of online media

Advances in making online advertising a potentially more profitable enterprise will be found in both standardization and in clients taking the process more seriously.

The X Factor: Wake up, media planners!

The halo of an offline brand may extend to the brand property online, but it does not fully extend to the value of that property for advertising. Here's why.

Will interactive survive a recession?

There have been recent predictions concerning advertising's future if a recession hits. Underscore Marketing's president offers some predictions of his own.

Ride the net's long tail through tough times

The key to ad buying in a recession is to spend efficiently. Here's how vertical ad networks can help make that happen.

Combat shrinking budgets with digital

Marketers looking for an increased edge during leaner times will discover that certain aspects of online advertising make taking the digital plunge much more practical when every penny counts.

iMedia survey results released

The results are in. iMedia breaks down the numbers behind its survey of leading marketers and agencies.

Reestablish broken consumer bonds

Third-party ad serving has distanced brands from their customers and their data, leading to consumer distrust. Here are some solutions for regaining consumer trust.

Agencies speak out about ad platforms

VIDEO: Agencies give their thoughts on ad platforms that leave them scratching their heads.

Get more relevant with niche media

Media buyers are facing an increasingly volatile online advertising market, making targeted niche media opportunities attractive alternatives to traditional buys. Explore the possibilities.

Does engagement need a common definition?

Is it really necessary for all marketers to settle on a common definition of engagement? Here's a breakdown of the issue.

Industry heavyweights take up a cause

See how companies across our industry came together to support children in war-torn Iraq.

How new media can shape politics

As advertisers learn to use social media and mobile in their media mixes, so must politicians. It could make all the difference.

3 reasons for agencies NOT to fear Google

Google keeps telling agencies and other members of the media community not to be afraid. Google's right, but not for the reasons everyone might think.

Can AOL get out of its own way?

With constant, disruptive change as the mantra of AOL's advertising sales organization, will AOL ever achieve its full potential?

Why I joined an ad network

Having recently made the move from an online publisher to an ad network, a sales VP provides his unique perspective on the state and relevance of networks.

Is digital ready to take the lead?

Forrester suggests that interactive agencies need to work harder to become lead agencies, but are they ready for the challenge?

8 ways to win the pitch

Just because your agency is the most qualified doesn't mean you'll necessarily get the bid. Follow these simple pointers to increase your odds of success.

How to survive the age of client discontent

Marketers dumped their agencies in record numbers last year and the mass exodus isn't letting up. Here's what agencies can do to stem the tide.

The new media evolution will be personalized

Planning to develop a made-to-order content strategy that can increase brand awareness, boost product trials and enhance overall marketing value? Enlighten's VP of interactive media shares some key insights on making it work.

Why the web still isn't right for politicians

The internet has largely been overlooked by many of the presidential candidates. Here's why the web's reach and influence has still not convinced political marketers.

4 factors stunting online growth

Marketers are still spending just 7.5 percent of their budgets on a medium consuming 30 percent of their audiences' time. Find out why and how to raise that ratio.

Digital leadership: the agenda emerges

New research from the Marketing & Media Ecosystem 2010 study reveals strategies and core competencies needed for marketers to drive industry growth and connect with the complex consumer landscape.

How to fix ad exchange challenges

The investment community makes a lot of fuss over ad exchanges, yet agency buyer reaction to them has been lukewarm at best. Here are some of the top problems exchanges need to address.

How $2,500 could have changed Yahoo's fate

Enabling small business owners to launch campaigns on large publishers' sites could be the next million dollar idea. The president of Goodway 2.0 explains.

4 traps to avoid with lead generation

Watch out for these pitfalls and you'll be well on your way to successful lead generation.

Jerry Yang on building a better Yahoo experience

Yahoo's CEO discusses reducing the friction between advertisers and publishers, and how his company plans to innovate on the audience experience.

Full results from iMedia survey released

The results are in. iMedia breaks down the numbers behind its survey of leading brand marketers.

Why AOL matters

AOL's new Platform-A packs a powerful punch for online advertisers and raises the company's profile in the industry. Hear directly from President Curt Viebranz what Platform-A has to offer.

Horton hears a Microhoo

If the acquisition goes through, it will alter the primal core of online advertising and elevate the value of CPA. Here's one VP's predictions.

The dating game: can marketers play?

Members may sign up for a chance at love, but marketers shouldn't dismiss dating sites for their campaigns. Dating gurus from two of the space's top sites share their advice.

The badly needed overhaul for Terms & Conditions

One of digital media buying's core standards needs significant updating. Underscore Marketing's president discusses issues with the IAB/AAAA Terms & Conditions.

Agencies react to Forrester report

Agencies aren't staying ahead of the digital curve, and no agency is "getting it right," according to Forrester Research. Here's what the agencies have to say in response.

Recession marketing: be brave or be gone

Here's a list of strategies marketers can employ to mine the golden opportunities economic downturns offer.

Notes from a true believer: the rise of online advertising

Online advertising makes up just 7.6 percent of all advertising, so we have nowhere to go but up, even if a recession hits.

5 insights into the Microsoft/Yahoo bid

Speculation about Microsoft's hostile bid for Yahoo is running rampant all over the news media and the blogosphere. Underscore Marketing's president tries to make sense of it all.

Get legal to bless your campaigns

Working with your attorneys doesn't have to be painful. Find out how to educate and integrate your legal department into marketing initiatives without the stress.

Get reach and have transparency, too

Open ad marketplaces are an attractive, low-cost option that give marketers more control over their ad network buys. See how this model works for brands and publishers alike.

Super Bowl winners and losers

Fox, the once-perfect Patriots and the underdog Giants combined to create one of the biggest media events ever. But many of this year's ads treated the web as an afterthought. Did brands fumble the digital handoff?

Marketer confessional: Sean Cheyney speaks

VIDEO: In our interview with this AccuQuote VP, we hear why mobile didn't work for his company, why he gets annoyed at websites, and his concerns for 2008.

Microsoft and Yahoo: the pros and cons

Our media strategies editor takes a look at Microsoft's bid for Yahoo and what this could mean for the online media industry.

Industry split on Microsoft's $44B ad play

Microsoft's $44.6 billion offer to buy Yahoo sent shockwaves through the interactive ad industry, but what does the mega-deal mean for marketers? Industry insiders read the tea leaves.

Trends to watch in 2008

VIDEO: What will be hot in 2008? Watch and find out.

Hormel's SPAM: keeping a legacy brand relevant

Take a look at how the spiced ham's new "Blue and Yellow World" multi-level campaign finds its way into the hearts (and stomachs) of users.

9 tips to unleash the power of local

Learn how to get the best results out of a local online advertising campaign.

Winning substitutes for Super Bowl commercials

The Super Bowl might be one of the last remaining shared media moments in broadcast, but it shouldn't command such premium pricing. Underscore Marketing's president explores online alternatives.

Time to give up on demographics

Demographic targeting represents an antiquated and inadequate method for targeting media. It's time we moved on. The president of Underscore Marketing explains why.

5 tips for do-it-yourself display marketing

Get lean and mean by leveraging self service display. Here are a few things to watch for.

The truth about ad network transparency

There are reasons why different tiers of ad network transparency are necessary. ValueClick Media's senior vice president walks you through them.

How to get the best leads at the right price

Customized predictive models provide a process that evaluates each new, incoming lead, and then automates important marketing decisions.

Make a direct connect with college kids

Find out how database marketing can improve your targeting success to this sought-after group.

Top 10 challenges interactive marketers face

Conversations with thousands of marketing folks revealed their greatest challenges going forward. Here are some tips for tackling them.

Confessions of an online ad buyer

Goodway 2.0's president explains why your fear of ad networks no longer applies and what to do to ensure your experience is painless -- and ROI-filled.

3 trends that will NOT happen in 2008

Media Strategies Editor Jim Meskauskas takes a look ahead at what the biggest trends will be for the online media and marketing industry in 2008, and how it won't matter.

Affiliate marketing demystified

The president of zanox answers some big questions on how affiliate marketing can benefit your company and your clients.

Are publisher ad networks doomed to fail?

Will the rise in publisher ad networks offer media buyers greater choice and targeting power, or will too many cooks spoil the quality inventory? Undertone Networks' CEO has the answer.

The fine art of the brainstorm meeting

Why can't a room filled with specialist marketers from different disciplines ever produce a great integrated idea? Underscore Marketing's president relates some wisdom.

Try a new course: 10 ideas for 2008

Get into the swing of marketing for 2008. Renegade's president and CEO shows you how.

How to justify more digital dollars

If you failed to get the kind of boost in your marketing budget you were hoping for, it might be time to take a long, hard look at how you're measuring marketing effectiveness.

Best & worst of 2007: experts weigh in

Our industry experts wax eloquent about this year's successes, duds and truly innovating stuff that will make you think, "I should have thought of that."

Stretch your ad budget with these metrics

If you're only measuring frequency and impressions, good luck in getting more online ad dollars. Red Door Interactive's president explains what metrics really matter.

Full results from iMedia survey released

The results are in. iMedia breaks down the numbers behind the results from its survey of leading agency executives.

How to avoid landmines on integrated campaigns

Working with integrated sales groups sounds easy in principle, but all sorts of issues rear their ugly heads when buyers work with sellers in a cross-media capacity.

Signs your ad network might be an "ad notwork"

Is your network giving your brand what it needs? Take a look at these telltale signs to find out.

Agencies: face change or relative chaos

Media Strategies Editor Jim Meskauskas discusses how the media RFP process is antithetical to creativity, and how there is nothing we can do about it.

Ad networks to complement site buys

Advertising.com explains why networks are heating up, but maintains that site buys are still key to your media mix.

Stay in control of the media mix

Immediacy of market feedback is a big selling point for digital media. But how long will it be before interactive-based research can deliver actionable feedback on integrated campaigns?

Publishers: increase revenue by 20%

Want to save 15 to 20 percent of revenue? Then make sure you have the right ad server. Here are two key factors.

Is the ad network dead?

A change is imminent in the ad network space, and for planners and buyers, the change will mean the end of sameness.

The buyer's guide to video ads

Navigate your clients through the fast-changing online video advertising world with some pricing advice from SpotXchange's CEO.

Ad networks: moving beyond reach and targeting

Real Girls Media's business development director reports on the latest ways interactive media executives are taking advantage of ad network benefits.

The cultural effect on ad serving

A trip to Beijing provided a longtime new media exec with perspective on ad serving operations, here and there.

What brands really think about ad networks

Revlon, Quiznos, Sony BMG, Kaiser Permanente and other brands reveal what they love and loathe about ad networks.

3 insights into direct response

Asking the right questions about your online direct marketing campaign can help manage risk, but not all questions can be answered without thorough testing.

Hear, hear for web fragmentation

Sapient's director of media discusses the marketing implications of aligning technology through key partnerships.

2 steps to ensure lead-generating success

Effective online lead generation is contingent on some low-tech elements. Active Response Group's CEO explains.

Keys to differentiating ad networks

What can an ad network do to make itself stand out in a sea of undifferentiated companies? Underscore Marketing's president has some ideas.

Click here! Buy now!

In the wake of last week's ad:tech conference, when all is said and done, the market still perceives online's strongest feature as its ability to deliver advertising treated as direct response.

Nissan and Dell: innovation pays off

T3's VP, group creative director shares examples of how the creative and media teams can break down their silos and work together.

Close interactive's hardest sell

Sean X Cummings reveals what it takes to get in front of brands and traditional agencies as early as possible.

Verizon's makeover for homes and marketing

To promote the benefits of FiOS, Verizon and Campfire created unique offline events, facilitated by online social media.

Take back control of the buy/sell process

Traffiq's CEO explains how the control and transparency available on open ad trading platforms can benefit all participants, including long tail and niche publishers.

Did Microsoft miscalculate Facebook?

Microsoft may have won the battle for Facebook, but it may not realize what that win means for the online marketing business.

When a bug is good for your campaign

Interactive marketing is an increasingly vital element to almost any advertising campaign, so it's best to start acclimating yourself with some of the incredible new branding opportunities out there.

How fewer ads can mean more dollars

Dynamic Logic offers up proof that frequency capping can improve the results of your campaign.

Marketing mistakes that matter

In keeping with the idea that you can learn more from the foolish than the wise, here are some egregious marketing errors to avoid.

A marketer's guide to the local web

Marchex' lead search architect shares the key takeaways for marketers from a new report on the local internet.

Anatomy of a well-integrated campaign

Four agency professionals describe what makes a cross-media campaign work and provide examples of those that are done right.

Key ingredients to multi-channel marketing

Advertising.com outlines how to run a successful multi-channel marketing program.

Create brand buzz in force

The strongest companies don't have brand police, they have an entire army of employees who understand what the brand means and how to communicate it.

5 smart ways to use ad networks

Boost campaign performance with these often overlooked campaign strategies. ValueClick Media explains.

Agency compensation hits dire straits

The time has come to figure out a better way of handling the business end of the agency business -- otherwise there won't be much of a business left.

One ad network is not the answer

ValueClick's VP of corporate strategy takes issue with the assertion that working with more than one network is a waste of time.

Double your buy's value in the mid-tail

Gorilla Nation's SVP/advertising sales explains how to get the biggest bang for your media-buying buck.

The secret weapon for Web 2.0 success

Delivery of information when, where and how consumers want it is the new name of the game. An Atlas SVP explores the future possibilities this opens up to marketers.

The 9 lives of media planning

Our media strategies editor points out some lessons about advertising that can be learned from our brethren in the animal kingdom: the house cat.

Are we paying too much for media?

The agency model may be based on buying and producing TV spots, but the consumer has been exiled from the equation and is paying the price.

4 signs you're choosing the wrong agency

Don't waste another minute in a mismatched client-agency relationship. Applegate Media Group's CEO explains the most common traps to avoid.

5 integration landmines to avoid

So many things tend to fall through the cracks when more than one agency is involved in a project. Here's how to avoid getting stuck at a disadvantage.

Local advertising made easy

Although consumers increasingly are going online for local information, many small businesses haven't been there. Yodle's CEO explains why that's changing.

Why AdSense alone makes no sense

When publishers expand their advertising options, everyone wins. Kontera's SVP, sales and business development explains how to choose the right mix of offerings.

How to make better use of meeting time

After our media strategies editor attended several meetings with publishers and media providers in the last few weeks, here is his review of some basic things that should be in every meeting.

Ad network shuffle changes the stakes

Amidst a flurry of ad network mergers and acquisitions, it's easy to get confused. Radar Research's co-founder explains what exactly this means for planners and buyers.

Boost conversions with just one ad network

If the hunt for conversions has led you to consider behavioral retargeting, don't waste time working with more than one ad network.

Local media online: what's the holdup?

A new eMarketer study reveals a slow-growing market segment, but provides hope for the future.

Will online kill the annual plan?

As it turns out, planning ahead may be counter-intuitive to your brand's ultimate strategy and efficiency goals. Goodway 2.0's president explains how to work around these potential pitfalls.

How "Halo" continues to shine for Microsoft

"Halo 3" is the latest installment in one of the biggest worldwide entertainment properties in history. Read how Microsoft is stoking the flames of excitement for what is already a hotly anticipated product.

How to win with the gay community

The founder of the newly launched Gay Ad Network tells us why reaching this lucrative audience within its chosen media is vital for success.

Where to put your local ad dollars

A recent study conducted by TMP Directional Marketing and comScore sheds light on how consumers use local media.

Marketers vs. gamers: the real score revealed

Not all in-game ad strategies are created equally. While this emerging platform promises stellar returns, only the savvy will survive.

What was Yahoo! thinking?

M&A fever has infected the online advertising industry once again, but do the latest acquisitions make sense? Underscore Marketing's president sheds some light on the situation.

Stop feeding the barriers to optimization

Marketers constantly encounter obstacles that keep them from experimenting with campaign improvements. Offermatica's president reveals these barriers, and some quick fixes.

Coors' campaign brews new local fans

Find out how a major CPG company leveraged local online media and supported both its distributors and national promotions.

"No" sometimes means no, even in advertising

Our media strategies editor finishes off his three-part series on the three truths of advertising.

Yahoo! lands BlueLithium for $300M

Building on its acquisition of Right Media, Yahoo increases its investment in areas that fortify the portal's long-term success.

Don't let the last cookie crumble your campaign

Sean X Cummings shows you how to tame the cookie monster and go beyond standard metrics to get the most from your online campaigns.

Make ad networks your concern

The president and CEO of Undertone Networks describes how having a good understanding of the network marketplace can make a significant difference for a brand marketer.

Porn's prince of pop-ups speaks

From porn to pop-ups to virtual worlds, Brian Shuster has done it all. What he hasn't done is share his hard-won knowledge with mainstream marketers...until now.

7 steps to reduce customer churn

Unlock the mystery behind your customers' actions and increase product loyalty. Zango's director of marketing explains.

5 brand blunders to avoid

The online experience is an important extension of a brand's cornerstone values. But some brands are still not projecting the image they need to.

The internet's dirty secret: free will cost you

As the saying goes, "You get what you pay for," suggesting that paying for services may actually be better for the bottom line than using free ones. Squarespace's CEO explains.

Improve lead quality in 4 easy steps

Not all leads generated online are of the highest quality. eBureau's VP of marketing and business development describes the process for pulling out the meatiest morsels.

The second truth of advertising: conversation

Our media strategies editor follows up last week's column with a review of possible methods for integrating the three truths of advertising.

Newspapers find gold in "we" media

Hyper local and niche communities give newspapers a potent and targeted consumer pool for attracting local businesses, goods and services.

Don't buy the same customer twice

Check out these tips from Geary Interactive's CEO to make sure you aren't wasting precious online ad budget.

Ditch prospect weeds for killer leads

How hot are your prospects? Eloqua's SVP says lead scoring solves the direct marketing riddle.

Get the attention you're already paying for

Whisper to be seen, wave your hands to be heard. Joseph Carrabis explains.

Putting local to the test

How local is local? There are big differences between DMA heavy-ups for national or regional advertisers and campaigns for local retailers. Here's why.

The first truth of advertising: selling

Just as important as being clear about what you have to offer is being clear about what you want your audience to do with it.

What online shoppers want: More local

Kelly Blue Book reports that consumers want more local information when they're purchasing a car; here's the data and how to apply it.

Why online engagement beats TV

Everywhere media professionals turn, research companies are publishing studies overstating American consumption of offline media. How long will this continue?

3 ways to maximize scarce inventory

CheckM8's CEO explains how big media brands can make more money with less inventory, while still providing advertisers premium positions.

3 things every marketer should know

iMedia's media strategies editor offers the three truths of advertising that he finds are the most fundamental and yet the most often overlooked.

Follow Coke's loyalty-building lead

My Coke Rewards enables Coca-Cola to gather and leverage data for marketing one-to-one. Learn from OnCard Marketing's COO how you can do it too.

The rise of vertical branded networks

The CEO of Burst Media takes a look at how some brands are winning the online vertical marketing game.

Catch your audience's attention

Measuring an ad's impact with the share-of-voice metric hasn't translated well into online media, but with these pointers, you can boost and measure SOV.

Agencies: it's time to prove your value

The time has come for agencies to start acting like agents and clients to start treating them with the respect they deserve.

8 things that terrify account execs

Sean X Cummings examines frustrating scenarios for online agency execs and how a great AE stays calm under pressure.

Why choosing ad networks just got easier

Some people are questioning the impact of consolidation in the ad network industry, but Undertone Network's president claims it's a good thing for both buyers and sellers.

Make multi-channel marketing a breeze

With consumers using multiple channels to view and interact with media, marketers are challenged to keep up. Responsys' director of product marketing has a solution.

Anatomy of a project plan

Creating a project plan helps keep things organized. Without it, any type of internal transition would seem daunting and overwhelming.

Will Media Nomads Doom Marketing?

Our media strategies editor offers up two potential marketing worlds that could evolve from the public consumption of private media.

The True Value of Media Buying Currency

Delivery of basic online campaigns can be evaluated against simple demographic audiences, but we're a long way off from an audience-based currency in online media.

The Mass Hysteria from Mass Acquisitions

Current high profile acquisitions in our industry may not have much immediate impact, but long term, it could be another story.

Understanding Mass Media Consumption

Online or digital media planners don't just have to be experts in the internet, they need to become experts of media consumption behavior.

Ad Exchanges at a Glance: UPDATED

Find out more about the top players in this space with this head-to-head comparison.

Raising the Value of Ad Serving

Exponential's CEO and founder explains how basic ad serving will become a no-cost enabler of more valuable offerings, benefiting users, advertisers and publishers.

Media Device Convergence: How It Sets Us Free

Our media strategies editor contemplates the unfettering of media from time and space and how technology has made it possible.

The Key to Better Online Leads: Quality

Prospectiv's president and CEO offers tips to deliver a high volume of quality leads without hurting your brand.

5 Media Planning "Anti-Laws"

Underscore Marketing's president flips many of the tested axioms of media planning upside down.

Marketing Tips from Apple's Guy in the Tie

As Apple proved with its Mac vs. PC ads, whether to use a brand or a direct-response approach depends on your customer. A Range Online Media director tells you more.

Turn to Ad Networks for Innovation

Undertone Network's president and CEO explains why ad networks are essential partners in the media planning and buying process.

Memo to Brands: Fear the Wiki

Wikipedia pages have the potential to tarnish your brand image, so don't turn a blind eye to this growing community.

Protect Your Business By Securing Workflow

Documenting knowledge about how your business is run can be likened to an insurance policy against damage.

5 Ways to Drive a Media Professional Crazy

Our iMedia strategies editor reviews the top five activities from the media buying and planning side that need to be corrected.

What Keeps a Media Planner Up At Night?

Sleepless nights are part of any media planner's regimen during planning cycles, but what about the stuff that keeps us up the rest of the time?

Seek Less Sites, Higher Returns

MIVA's SVP/group MD takes a look at the likely future of pay-per-click advertising beyond the majors.

Top 5 Pet Peeves for Sellers

Our media strategies editor reviews the top five things on the sales side that drive media planners and buyers absolutely nuts!

An Integrated Agency "Pulp Fiction" Style?

Separating agencies by specialties can work, but it's time to stop passing the buck. Here's a better approach.

Where You Should Stick Your Ad and Why

The NextStage CRO debuts exciting new research about ad placement and warns that what media planners don't know may be killing them!

Keep Industry Standards Intact: Why It Matters

Without certain standards, online advertising would return to its Wild West roots. Underscore Marketing's president explains the danger.

What to Look for in a Publisher

An Atlas VP outlines five key ad-serving components publishers should be offering advertisers and agencies.

The Big Deal About Getting Small

Marketers have an opportunity to find their niche and own it. See who's doing it right online.

Remember Dayparting? Put Time on Your Side

When putting together a media plan, it is important to think about using the best possible time slot to advertise that message.

Drive Conversions with Online Branding

Need to up your campaign's conversions? Online branding could boost your conversions by 28 percent.

Your 10-Minute Guide to Emerging Ad Networks

Cut through the complexity of today's niche ad networks with this at-a-glance review.

Publishers vs. Ad Networks: Who Will Win?

In top verticals like sports, automotive and entertainment, the big ad networks consistently beat out top web publishers in terms of online traffic.

Understanding the Language of Marketing

By letting the business lingo we currently use do the thinking for us, we get further away from being able to accomplish our jobs successfully.

How a Diet Brand Grew its Audience

Learn from the South Beach Diet's agency how it combined the best of creative and response-driven advertising strategies to enhance brand while increasing sales.

Will Advertising Become a Commodity?

Is the expert advice of advertising agencies as irreplaceable as they believe? Underscore Marketing's president explores a dark potential future for the ad business.

Strategies to Beat Online Price Hikes

Consumer behavior and advertiser reaction are causing rate inflation. An Avenue A | Razorfish president describes how to avoid overpaying for online media.

Contextualizing Your Consumers

Our media strategies editor suggests that looking at the entirety of a target audience's daily life will lead to more effective media plans.

Why Video Publishers Have More Inventory Than They Think

Think we're at our video inventory limit? Think again. Advertising.com's VP of video networks gives pointers.

Please Call Back

Media planners and buyers are notorious for never answering their phone. Our media strategies editor has some suggestions for basic phone protocol.

Chaos or Order: Google's Next Move

Recent mergers and acquisitions in the media buying industry over the past month have the potential to shake the very ground on which we stand.

Buying People's Emotions: Online vs. TV

During this upfront season, some marketers are still doubtful about online's role in the overall marketing mix.

Optimize Your Next Big Marketing Play

Optimization is a powerful tool for improving the performance of your marketing programs. The good news is it really works.

You Call Your Ad Network Premium?

With countless ad networks claiming to be "premium," Undertone Networks' president/CEO defines what the term should stand for.

Turn the Net into a Lead Machine

Prospectiv's president and CEO separates myth from reality and defines best practices in online lead generation.

Ad Exchanges: Hype or True Value?

If an advertiser needs an efficient sales experience on a small number of sites, then exchanges can offer an effective solution.

Who Gets the Local Media Dollar?

Doing business has reached critical mass, and while the media universe is expanding, budgets, unfortunately, are not.

Frontin' the Upfront

Our media strategies editor wonders what ever happened to the cable networks' previously stated interest in cross-platform, online media?

6 Ways to Blow a Pitch

Ask.com's Sean X Cummings reveals the most common pitch killers and how to avoid them in your next bid for new business.

The Pros and Cons of Ad Networks

A Collective Media study reveals why advertisers buy, or don't buy, into ad networks, and how they incorporate them into a media plan.

DVRs: The Threat That Never Was

Our media strategies guru explains that content �time-shifting� and its impact on advertising should be minimal, if anything at all.

Boost Search ROI by Adding Ad Networks

More ad dollars are now spent online than ever before, but ROI is decreasing because those dollars are chasing too few options. ABCSearch's CEO proposes a solution.

Expert Tips for Publishers and Planners

Organic's associate media director reviews why we all need to work better at working together.

How to Be a Rock Star Media Planner

Seven things you can do to make your peers jealous and get famous while doing it.

Have Cookies Lost Their Flavor?

Our media strategies editor discusses the ramifications of planning without reliable cookie data; and he asks just how much such data matters any way.

Why Agencies Should Be Terrified

Consumers are the new medium, and few agencies have figured out how to harness that power.

Build the Perfect Ad Network

Find out what media buyers want and get a picture of what makes a perfect ad network.

The Proactive Ad Network Solution

Geary Interactive's CEO explains how being in a proactive relationship with an ad network can eliminate future issues.

5 Tactics for Finding Your Niche

Our media strategies editor lays out five tactics that can help you find small, hidden website gems for your online media plan.

5 Essential Video Marketing Tips

Advertising.com gives background on the true video audience and how best to reach it.

"The Matrix" Guide to Brand-Building: Neomarketing & Transmedia Engagement

Going beyond multidimensional or media neutral marketing, transmedia storytelling opens up new ways for brands to bond with consumers.

4 Ways to Turn Prospects into Customers

Make your online customer acquisition strategies engaging and you'll turn prospects into loyal customers. Prospectiv's president & CEO explains.

Network Reach: Composition vs. Coverage

iMedia's media strategies editor explains why it often makes the most sense to opt for quality over quantity.

Google/DoubleClick Deal Divides Industry

Will the mega-merger damage or improve the industry landscape? Experts differ on the consequences of this surprising deal.

News Analysis: The Google/DoubleClick Marriage

Our senior editor recaps what's in the news about the Google snap up of DoubleClick.

GoogleClick: 10 Things to Keep an Eye On

The deal gives Google one centralized system for advertisers and publishers to buy/sell, serve and track all media campaigns.

Googling Up a Whole New Empire

What does this acquisition mean for marketers, their agencies and publishers?

The Double-Goo Monster: Are We Jumping at Shadows?

Google's acquisition of Doubleclick has already spawned widespread fear and loathing of the undisputed master of CPC.

Google/DoubleClick, You Must Be Kidding

Has the Google/DoubleClick acquisition left you with a flurry of questions? Here are some important issues and variables to consider.

Find Balance and Value in Vertical Networks

Ad networks are not getting a fair share of the overall spend. Will vertical media networks change that?

Ad Exchanges� Is Now the Time?

Underscore Marketing's president shows how bid-driven exchanges for online inventory are more relevant today than they've ever been.

Generic Advertising: The New Media Buy?

Spotzer Media's CEO reveals how stock ads at low prices could democratize the media landscape.

Planning Beyond the Top 20 Sites

As online advertising grows by leaps and bounds, can the industry scale? Our media strategies editor looks at what has to happen.

How True.com Boosted Advertising ROI

MIVA's VP of global marketing and communications shares the secrets of how one client optimized pay-per-click within the MIVA network to grow online membership.

Death Watch: Yahoo!

Find out what iMedia's search editor says will make or break America's favorite search portal.

How to Really Measure Engagement

What is Enterprise Marketing Management and will it change the game?

Finding the YouTube Tipping Point

Our media strategies editor explains why you need to plan for ALL of an audience's media usage, not just for the online hot spots.

Give Your Ad Network 3 Litmus Tests

With an increasing number of ad networks to choose from, it's important to find one that will benefit buyers, sellers and consumers.

Ad Network Disasters: What You Need to Know

Geary Interactive's CEO shows you how to avoid ad network pitfalls.

Gain Mindshare and Boost Conversions

Advertising.com's CMO explains how an ad network enables every ad to both increase brand exposure and invite conversions.

The Secret to Online Media Consumption

One thing that causes interactive stumbles is a failure to understand how online and offline media consumption differ. Underscore Marketing's president helps you keep your footing.

Predict Reach & Frequency Online

Our media strategies editor discusses the need for predictive tools when it comes to interactive media planning.

When Ads Compete, Everyone Wins

DoubleClick's VP of optimization solutions explains how allowing ads to compete in new ways increases existing inventory's revenue, with no added effort.

Extreme Makeover: Banner Ads Redux

New and improved rich media expandable banners let companies make an emotional connection with customers.

Why Low Engagement Can Be Good

Red Door Interactive's president explains how advertising on a deeply engaging site may detract attention from your ads.

Rep Firms Versus Ad Networks

See how rep firms' business models compare to ad networks' and how they apply to your marketing goals.

The 2007 Direct Marketing Forecast

NetPlus Marketing's co-founder anticipates that direct and brand marketing will begin to merge, with direct marketers focusing on integration and relevancy.

Making the Best Use of Time

Compared with traditional media, online media pros have to use more of what little time is available when planning a particular campaign.

Ad Networks Tap Online News Migration

As the newspaper industry realizes its online potential, ad networks can target audiences where media revenue is most likely to flow.

Planning & Buying, Better Off Alone?

Should the planning and buying of online media be merged, or is there wisdom in a divide and conquer approach?

The Death of the Page View

Learn the techniques replacing this standard measurement tool, and how they can improve your analytics.

Branding and Online Ad Placement

If you want your customer to think, put your ad in the upper left of the screen. Want the customer to feel? Try the middle. NextStage's CRO explains.

A New Age for Ad Networks

The SVP business development of adNet shares his vision in an iMedia Q&A on how ad networks can maximize strategies with brand advertisers.

Escaping the RFP Straightjacket

How do we keep the systems we've adopted for managing campaign proposals from stifling media innovation? Underscore Marketing's president offers some solutions.

Are Ad Networks Safe for Brands?

Collective Media CEO Joe Apprendi gives his take on what networks need to do to get brand ad dollars.

Creative Integration: Deliver the Promise

Some level of contextual relevancy is essential if you want to connect with -- rather than tune out -- young consumers.

Online Video is Worth More than TV!

Online video audiences can be worth more than offline audiences. Find out what is needed to make that argument powerful for your clients.

Get Real with Your Customer Count

Bloated numbers sound good on paper, but DataFlux's president and CEO explains why a more accurate analysis of your user base results in better marketing.

Sony's Edgy Mix Grabs Wired Teens

IM, ringtones, social media and more made a killer campaign for "The Messengers."

Planners: Don't Be Ruled by Your Tools!

Our media strategies editor worries that too much technology -- or too much reliance on it -- is bad for media planning.

Don't Get Hosed by PPC Ad Networks

Inappropriate or "dirty" traffic wastes time, money and resources. Find out from ABCSearch.com's CEO what you can do to help clean up the system.

11 Experts' Predictions for 2007

Our industry panel takes a look at what the year ahead may have in store.

Know Thy Customer: Content Strategies

Instead of saturating several distribution channels with unwanted information, select strategic channels to send specific content to your users.

Couponing 101 for Online Retailers

While a greater discount often results in a higher conversion rate, CouponCabin.com's founder offers up some best practices for creating effective coupons.

Local Ad Networks Crib Sheet

Find out about your options for serving national ads to local audiences.

The Long Tail's Infinite Discoverability

Obscure products can find their buyers far more efficiently because of the internet's long tail, and this will only continue to accelerate, catering to increasingly specific interests.

Get More with No-Cost Ad Serving

Right Media's VP explains how no-fee ad serving can bring about technological innovation, and better, cheaper, faster ways of getting things done online.

Online Agency Dollars Making Sense

Agency compensation on the interactive media side hasn't conformed well to traditional models. Underscore Marketing's president explains why, and explores the notion of getting paid for strategic thinking rather than for execution.

The Medium is the Metric for Online Ads

The Mediasmith CEO predicts that in the near future there will be an Agency of Record for metrics, and he explains why metrics are the future of online media.

Tools for Better Media Planning

Our media strategies editor explores research and technologies that can make your media planning and buying better-- and talks about what planners still need.

Behold the Power of We

We Media conference attendees debate if the internet can move us from the age of access to the age of activism.

The Biggest Fear About Ad Networks

In recent articles, marketers revealed their concerns about ad networks, and columnists provided solutions.

10 Rules of Engagement for Ad Networks

There's been some recent debate over transparency in ad networks; read Geary Interactive CEO's take on the matter, and on other ad network issues.

4 Ways to Avoid Wasting Ads

Learn how to determine exactly where your online ad spending is being wasted using these helpful measurement guidelines.

The RFP Scorecard

Our media strategies editor has a method for judging RFPs that will help your online media planning be more efficient-- and improve your relationships with sites even when they DON'T get on the buy.

Maximize Your Ad Traffickers' Value

Acceleration's director of ad operations says that if you involve the ad trafficker in a campaign from its earliest stages, the results will be phenomenal.

Be Sure Your Website is Ready!

Spending over $2.5 million for a Super Bowl ad? A new Questus report shows that your customers want to watch the ad again� online.

Fear of Blind Networks Not Overblown

TACODA's CEO responds to Advertising.com's Mollie Spilman and her article on transparency in ad networks.

Don't Get Sidelined at the Big Game

Don't have $2.6 million for a Super Bowl spot? That doesn't mean you need to sit on the sidelines. Underscore Marketing's president shows you how to capitalize on the Big Game without shelling out the big bucks.

Media Planning Tips for Virtual Reality

Our media strategies editor examines a new online phenomenon -- massive multiplayer online role playing games -- and talks about whether or not to use them for advertising.

Become an Ad-Serving Power User

Ad management companies complain that media planners don't take the time to learn how new technologies can save time and money. Underscore Marketing's president explains.

Network Transparency: Does It Cost You?

When choosing an ad network, don't choose the security of a site list over reach, efficiency and performance. Advertising.com's chief sales and marketing officer explains.

What Smart Buyers Want from Ad Networks

Underscore Marketing's president offers insight into the mind of buyers and what they look for when considering adding networks to their buys.

Track and Target: Maximize Ad Inventory

Rather than lamenting a dearth of online ad inventory, ADTECH's managing director, senior VP of sales suggests ways for marketers to boost their current ad effectiveness.

Best & Worst of 2006: Experts Weigh in

Find out what our industry panel has to say about last year's biggest successes, failures and innovations.

The Future of Ad Networks in 2007

From portal plays to mobile, video and beyond, ValueClick Media's general manager reflects on ad network predictions for 2007.

Clickthrough Rates: When They Matter

Our media strategies editor reminds readers not to confuse CTR with effectiveness or efficiency, particularly when dealing with clients new to online.

Apply Direct Mail Knowledge to Online

Wilson Relationship Marketing Services' president discusses how to use customer segmentation to your advantage.

Don't Forget to Read the RFP!

Our media strategies editor makes a plea for more careful reading of RFPs sent, and he asks whatever happened to the act of negotiation?

Will Ad Networks Save Online Advertising?

Our media strategies editor explains why online ad networks may be the answer to online media scalability.

Setting Interactive's Budget Share

Many major brands are still struggling to determine interactive's share of their overall media budget. Underscore Marketing's president shares some methods for getting down to brass tacks.

Redefining Online Ad Networks

MediaSpan Group's CMO expects major changes for ad networks in the new year. See what's forcing these changes and redefining our understanding of "online ad networks."

Think Like a Coach to Improve Your Stats

Range Online Media's president explains three factors to focus your media game plan: data accessibility, your campaign channels and analysis.

Why to Choose a Vertical Ad Network

The Travel Ad Network's CEO explains the difference between vertical ad networks and general networks, and why working with a vertical network won't inhibit the reach of your campaign.

Let the Consumer Control Your Budget

Geary Interactive's CEO/president describes his agency's successful tactic of using consumer behavior to dictate the media mix in an integrated campaign.

Drive Consumers with Online Coupons

The founder and CEO of ZiXXo shares marketing tactics on how to tap into consumers' purchasing behavior with online coupons.

Putting Creative to the Test

Find out more about a seldom used platform to make sure your creatives are sending the right message to the right audience at the right time.

"Happy Honda Days" Spans Multimedia

In hopes to lure holiday buyers, Honda has refreshed its previous campaign and added many online elements.

Make Lead Nurturing Effective in 2007

Follow this guide laid out by a Groove Eleven producer to better connect Sales and Marketing, and reel in your prospects.

Brand Value of Ad Networks on the Rise

Underscore Marketing's president explains how to structure an ad network deal to get the most reach for your campaign.

Don E. Schultz on What Companies Can Do to Integrate

The father of Integrated Marketing gives practical tips on what YOUR company can do to integrate its marketing communications.

Integrating Your Marketing Conversations

Underscore Marketing's president shares three tips for integrating your online brand conversations with the rest of your marketing programs.

5 Signs It's Time to Fire Your Ad Network

Check out these red flags to see if your ad network passes the test-- or if it's time to kick them to the curb.

My Impressions: They're Broken

Learn about the pesky impression and how we as an industry can come to a consensus on its measurement from Underscore Marketing's COO.

Top 5 Integrated Agencies

Media Strategies Editor Jim Meskauskas takes a look at agencies leading the integrated charge.

Make Direct Mail Interactive

This hybrid technique can increase response rate for a campaign and boost data collection. Ingage's founder/president tells how.

The Best Online DM Strategy

Aptimus' SVP explains that search and email may not be the best way to reach your target audience, but there is a solution to the online DM conundrum.

Taking Ad Serving to the Next Level

Ad serving has evolved into ad management. Geary Interactive's CEO/president describes the evolution, and predicts what's next.

As Media Shifts, Marketers Fall Behind

Don't be a casualty of the shifting media landscape! Get the latest tips on staying relevant from Burnham Marketing's CEO.

5 Steps to a Winning Integrated Campaign

Learn how to create a solid integrated campaign with advice from a seasoned account manager.

Fatal Flaws in Ad Operations

The DMW MediaWorks founder says both publishers and vendors are to blame for breakdowns in the system.

4 Ways to Integrate Online with Print

Here are the best ways to combine print and the web to boost consumer engagement.

Publishers, Take Back Control!

Accipiter's VP of product strategy lists ways publishers can maximize profits while serving small and medium-sized businesses.

What Kind of Ad Network is Right for You?

Check out our at-a-glance ad network resource to make sure the one you choose will be the best fit for your brand.

Local Rules for Ad Operations

The DMW MediaWorks founder explains how the emergence of local internet advertising is a boon and challenge for ad operations and media operations folks alike.

How to Pick an Ad Server

Don't know where to start when you've decided it's time to look for a new ad management solution? Underscore's president shows you the way.

How to Get Rich Media for Less

iMedia's senior editor talks with Pirouz Nilforoush, co-CEO, director NetShelter Branded Network, about the company's recent initiatives.

Four Integrated Campaigns that Worked

Our senior editor asks Amelia Island Agency Summit attendees for their thoughts on effective campaigns.

Use a Network to Boost BT Results

Advertising.com's chief sales and marketing officer provides case studies showing lifts in brand awareness and customer acquisition.

Strategies for Multi-Channel Marketing

There's a difference between multiple channel and multi-channel marketing. The SVP, marketing for Premiere Global Services explains, and gives tips for success.

How to Know What Media are Working

iKnowtion's senior partner shows how marketing mix modeling can significantly alter the way marketing effectiveness is evaluated.

Are Ad Networks & Rep Firms Different?

The Gorilla Nation president shares seven key considerations when deciding which sort of partner is the right fit for your company.

Turn Data into Sales

Precise targeting results in transactions. The founder and president of [x+1] outlines five steps to get there.

A See-Worthy Volvo Treasure Hunt

Volvo buried a car, but raised dealership traffic and its company profile in a treasure-themed campaign for Disney's "Pirates of the Caribbean."

Clicks and Branding Success

Advertising.com's SVP, general manager of advertising sales explains that clicks do measure branding success-- but only in certain instances.

5 Demographic Targeting Tips

Learn how to work smarter, not harder, when it comes to getting your ads in front of the right consumers.

Q&A with NetShelter's Peyman Nilforoush

iMedia's executive editor gets the 411 on NetShelter's new Branded Network offering site-specific buys on tech sites.

Post, TV Guide and The Donald

Kraft embarked on a multi-media campaign that included print, channel/IPG and online ads and activities to promote a new product being launched on "The Apprentice."

Q&A with Accipiter CEO Brian Handly

iMedia's managing editor sits down with the ad server's CEO to discuss the ad serving space, ad networks and international markets.

6 Tips for Working with Ad Networks

Maximize what you get out of your ad network buys with these helpful hints.

Q&A with Winstar's Adam Guild

The president and CEO of this site-specific rep firm describes attributes and benefits of this type of ad network.

Retargeting Saves Money

Advertising.com's Nada Stirratt explains what retargeting is, why it's good for your marketing budget and how it will boost conversions.

The New Ad Networks

iMedia's exec editor chats with Tribal Fusion's Dilip DaSilva about ad network differentiation, reach, capabilities and outlook.

Five Reasons to Use an Ad Network

ValueClick Media's general manager shares ways to use ad networks to drive brand marketing results.

Geotargeting in 10 Minutes

Want to know how to use an ad network to regionalize your ads? Start here.

ContextWeb In Context

iMedia's senior editor talks with ContextWeb's CEO about contextual targeting and the role of ad networks.

Sound Advice for Online Ad Buyers

The president of DRIVEpm listens to his mom, and shares mom-isms on how to get the most from ad networks.

How Ad Networks Aid Branding Efforts

The SVP, general manager of national sales for Advertising.com explains that networks offer engaging new formats, greater accountability and guaranteed inventory.

New Media, Traditional Lessons

DMW MediaWorks Founder Doug Wintz discusses how some common advertising principles still apply and help prepare you for future ad operations.

Ad Networks Crib Sheet part 2

We review more key players in the ad networks space to help you tell one from another.

BT from the Ad Operations Perspective

Oh, Behave! With apologies to Austin Powers, Doug Wintz offers a unique perspective on the operational aspects of behavioral targeting.

The Year of Ad Networks?

Ad network execs explain why networks saw explosive growth in 2005, and predict increased value in 2006.

Q&A with BlueLithium's Gurbaksh Chahal

The ad network head talks about how to make sense of the different kinds of networks, what's coming in 2006 and more.

Q&A with Brian Fitzgerald

Gorilla Nation�s Brian Fitzgerald discusses the state of ad networks with Masha Geller (available as a podcast).

Ad Networks: An Easy Reach to Rich Media

Advertising.com's SVP and GM of national sales walks us through how and why to use an ad network for your rich media campaign.

Q&A with ClickDiario

How does a Spanish-language ad network differ from its English-language counterparts? Our exec editor chats with ClickDiario VP Jacques Hart.

How to Convert Seasonal Traffic

Kefta's CEO provides tips for pulling new customers out of seasonal traffic spikes.

Ad Networks and Promotional Marketing

Advertising.com's SVP and GM of national sales shows how you can take your online promotions to the next level.

Ad Operations People: We Salute You!

As we wind up 2005, let's take a look back at the year and look forward to new challenges in 2006.

BURST! CEO Jarvis Coffin on Ad Networks

Coffin sits down with our executive editor to talk about how ad networks are maturing, how they relate to behavioral targeting and more.

BURST! CEO on Ad Networks (Page 3)

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The Evolution of Ad Technology

DMO Global's CEO chronicles the turbulent history of major ad servers and the debate between CPA and CPC pricing.

Maximizing Third Party Ad Serving

A DoubleClick insider provides four ideas for streamlining the third party ad serving process and gaining a competitive advantage.

The True Dynamics of Online Targeting

Advertising.com's Jeremy Helfand looks at the nuances of targeting across ad networks and boosting the return on your marketing spend.

Technology Means Nothing

Adopting new technology in the quest for more efficient media operations cannot succeed unless you commit to a process managed by human beings.

Following the Cookie Crumb Trail

Here's a guide to our coverage of the cookie controversy.

Media Maze: Zero-Based Planning

Media Strategies Editor Jim Meskauskas argues that in order to be an effective media planner, the first rule is to forget everything you think you know.