Category: "Market Musings"

  • Hyperlocal Advertising, Market Musings

    For Hyperlocal Ad Targeting, Authenticity Trumps Data

    by: Dick OHare, on Mar 22, 2013

    Audience-based media buying is here to stay in digital media.  With so much supply of ad impressions flowing into ad exchanges, and the evolution of so many data companies able to deliver data overlays to these impressions, it is hard to argue with the efficiency this provides to marketers.  However, similar to manufacturing, mass automation … More »

  • Market Musings

    Local TV Ads and The Web: Perfect Together

    by: Nicole Lyons, on Mar 21, 2013

    A great article by branded video content distribution company Sharethrough shares that teaser videos and extended cuts of Super Bowl 2013 ads actually generated nearly five times more views than the standard TV commercials garnered online. Read the article here. And is it really all that surprising? After all, the web is like a vault that … More »

  • Market Musings

    The Great Ad Targeting Cookie Debate

    by: Nicole Lyons, on Mar 13, 2013

    In case you missed the announcement a couple of weeks ago, Firefox – a browser that is used by 23% of non-mobile web users – announced that their next release of the browser will block some 3rd-party cookies, like those that are set by ad networks. 3rd party cookies will, however, be enabled for sites … More »

  • Market Musings

    The Business Of Hyperlocal Digital Advertising: Key Learnings From 2012

    by: Dick OHare, on Dec 12, 2012

    2012 was a critical year for the hyperlocal digital advertising market. Last month, Balihoo released a study highlighting some developing trends moving into 2013.  First, national brand marketers continue to look for ways to build their brands with local audiences and embed themselves more in communities close to their retail locations.  Among the top 3 … More »

  • Market Musings

    Improving the Quality of Audience Targeting via Local Contextual Relevance

    by: Dick OHare, on Apr 24, 2012

    Here is a very interesting article by Brian Morrissey at Digiday about the state of the ad exchange market. What’s the biggest problem in ad tech right now? It’s crappy inventory for audience buying. There is a huge need for better quality ad impressions in the ad exchange environment, along with more transparency and better … More »

  • Hyperlocal Advertising, Market Musings

    Hyperlocal ad targeting and local deals

    by: Dick OHare, on Nov 7, 2011

    A couple weeks ago, I attended the Street Fight Hyperlocal Conference in Manhattan.  Street Fight (@StreetFightMag) is doing a great job covering the burgeoning hyperlocal segment of the digital media industry. Yipit’s Founder and CEO, Vin Vacanti gave a compelling overview of the daily deals market.  As the daily deals market has become so competitive, … More »

  • Market Musings

    “Online News & Info” Tops Media Consumption Among Adults

    by: Nicole Lyons, on Sep 19, 2011

    We love us a good infographic, especially when it supports the business of online news & information — which is exactly what this one by in cooperation with AdAge and Magid Generational Strategies does.  Considering, as we do, that the category “online news & information” includes a spectrum of related online resources and activities … More »