Digital Advertising

Four Epic Native Advertising Fails

As a research analyst, I just completed a study of native advertising. The report, based on months of research and dozens of interviews, contains eight critical recommendations for successful native advertising campaigns. We help our clients incorporate these recommendations in their native advertising strategies. What happens when best practices and tried-and-true practices are disregarded or ignored? That’s what […]

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A Big Deal for Content Marketing: Oracle Buys Compendium

Today Oracle announced that it’s buying Compendium, a company that offers cloud-based content marketing workflow solutions.  Compendium will be integrated into the Oracle Eloqua Marketing Cloud.   At Altimeter Group, I’m just now embarking on a research project to map the content vendor landscape (slated for publication in Q1 of 2014). There are literally dozens and

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AOL’s “Programmatic Upfront”: Still an Oxymoron

Programmatic upfront? AOL’s much-ballyhooed event at New York’s Advertising Week was positioned to provoke. Upfronts are ginormous, splashy, boozy, star-studded, A-list, steak, lobster and caviar TV blowouts for advertisers, not digital media buyers. It’s where broadcasters preview the next season’s programming (and, as a Starcomm executive mentioned before AOL’s event kicked off, “We’ve always had

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New Research: “Defining and Mapping the Native Advertising Landscape”

Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising. A quick search of the term on Google returns an impressive 219 million results, yet to date there’s been no real definition of what marketers,

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Is the Banner Ad Dying?

Online ad revenues remain on a hockey stick trajectory, clocking in at a record $9.6 billion in the first quarter of this year (yes, a bunch of this is search and video, but still). Yet the demise of the banner ad has long been predicted, and some say the deathwatch is imminent — possibly before the

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Going Native

Native advertising. Everyone’s talking about it, but what is it, exactly? It has something to do with ads that don’t look like ads, but rather provide a degree of value in terms of being content. In that sense, native advertising is certainly a form of converged media as it combines paid media (advertising) with owned media

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