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The New Ad Network
Managing Relationships During Industry Evolution
Vision Report
Emily Riley -
April 7, 2008
Google completed its acquisition of DoubleClick. Meanwhile, Yahoo! is in play, with Yahoo!, AOL, and MSN also making recent major network acquisitions. Advertisers consequently face new challenges in determining their ad network spending strategies.
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Rich Media Formats
Cutting Through Clutter
Concept Report
Michael Greene -
March 24, 2008
Out-of-banner rich media can help advertisers cut through clutter, but advertisers face significant hurdles in effective implementation.
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Cross-Media Campaigns
Removing Silos to Improve Coordination
Concept Report
Michael Greene -
March 10, 2008
Advertisers are shifting budgets online and face uncertainty regarding methods to best manage cross-media campaigns.
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US Online Category Advertising Forecast, 2007 to 2012
Vision Report
Michael Greene -
February 4, 2008
Ad dollars are shifting online, despite critical challenges in various industries (e.g., financial services, automotive) and an overall ad market slowdown.
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US Local Online Advertising Forecast, 2007 to 2012
Concept Report
Barry Parr -
January 15, 2008
Local advertising is becoming a key battleground on the Web. Online yellow pages have more than doubled their share of Web traffic, newspaper publishers are seeking to make up for lost print revenue, and search engines are sharpening the quality of their local results.
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Leading Telecommunications Company Uses [x+1] Optimization to Segment and Target Customers
Case Study
Emily Riley -
October 17, 2007
Participants include optimization service provider [x+1] and a leading telecommunications company.
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Offermatica Doubles The Dallas Morning News's Online Subscriptions Through Coordinated Optimization
Case Study
Emily Riley -
October 17, 2007
Participants include site optimization technology provider Offermatica and client The Dallas Morning News.
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Optimization
Maximizing ROI Through Cross-Tactic Optimization
Vision Report
Emily Riley -
October 17, 2007
Recent purchases of optimization companies (e.g., Google's acquisition of DoubleClick, Microsoft's purchase of aQuantive) have raised advertisers' awareness of third-party optimization solutions.
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Ad Targeting
Integrating Multiple Targeting Tactics
Concept Report
Michael Greene -
October 1, 2007
New behavioral, demographic, and geographic targeting technologies give online advertisers the ability to relatively more accurately reach their target audience. However, advertisers are often unsure of the best methods for using these targeting tactics.
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Agency Agenda
Proving Value Through Measurement and Analysis
Vision Report
Emily Riley -
September 19, 2007
Online advertising is becoming increasingly complex to execute and manage. Advertisers are therefore turning to agencies to provide efficient execution, and expect measurable results.
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GSD&M Uses Targeted Messages Across Media to Drive Customers into Chili's Restaurants
Case Study
Emily Riley -
September 19, 2007
Participants include advertising agency GSD&M and Chili's restaurants, a division of Brinker International.
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Range Online Media Optimizes Across Tactics to Gain Customers for Reliant Energy
Case Study
Emily Riley -
September 19, 2007
Participants include Texas-based energy company Reliant Energy (Reliant) and interactive agency Range Online Media (Range).
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