Archive for Hollis Thomases
Showing 91 items
A Vacation Challenge to Ad People: Unwire!
Marketers are busier than ever, and the work's never done. Here are six tips on how to enjoy an unwired vacation. Jul 1, 2008
Serving Relevant Ads to International Visitors
A startup promises to serve relevant ads to international visitors. Does it work? Jun 17, 2008
One-Stop Shop for Lead Gen
A new tool distinguishes marketing leads from sales leads. Jun 3, 2008
Social Media Advertising Barriers Eroding
Forecasts for social network ad spending aren't overly optimistic. Here's why social media sites should be grabbing advertisers' attention anyway. May 20, 2008
The Problem With Online Media Measurement Tools
How savvy media buyers can mitigate discrepancies in measuring online audiences. May 6, 2008
Play Streaming Video Advertising
The challenges of advertising in this brand new channel and questions to ask of potential partners. Apr 29, 2008
Boomers and Beyond: Targeting the 50-Plus Audience Online
Best approaches to say something meaningful and appeal to a boomer. Apr 22, 2008
Online Customer Acquisition: Lessons Learned
A report from the first LeadsCon conference. Apr 8, 2008
Psychographically Targeted Web Advertising
An approach to building brand awareness based on 20 personality traits. Will it bring more ad dollars to the Web? Mar 25, 2008
U.S. Women and the Internet, Part 2
When are women more likely to pay attention and respond to online ads? Last of two parts. Mar 11, 2008
U.S. Women and the Internet, Part 1
Women are the number one growth sector online. What else do we know about online women, and how can this information influence ad strategies? Feb 26, 2008
Solutions for Yahoo (Besides Microsoft's Money)
If Microsoft took over Yahoo, it would be bad for online advertisers. Some alternative scenarios. Feb 12, 2008
Can User-Selected Advertising Improve Response Rates?
An advertising model puts the consumers in charge of what ads they see. Jan 29, 2008
Ad Servers on the State of Online Video Ads
Executives from DoubleClick, Atlas, and Mediaplex discuss the challenges and opportunities for the emerging format. Jan 15, 2008
Future of Online Advertising in Flux
Advertiser education plays an important role in our industry's health, particularly if the nation rolls into a recession. Dec 18, 2007
A Media Planning Solution for a Fragmented World
Web-based platform's promise lies in streamlining the media research, selection, and request-for-proposal (RFP) processes. Dec 4, 2007
Ad:tech NY 2007 Perspective
Investors and VCs roamed the show floors looking for the next best thing, while attendees tried to figure out what an ad network is. Nov 20, 2007
2007 Ad:tech New York Best Bets
Get up to speed on social media, video advertising, brand building, the outlook for interactive, and lots more. Nov 6, 2007
Are Online Agencies Capitalizing on Market Opportunity?
Why interactive agencies must do a better job of practicing what they preach. Oct 23, 2007
Advertising in 2007 Online Holiday Gift Guides
While several publishers will offer run-of-channel display ad opportunities, many gift guides will have exclusive sponsors. Oct 9, 2007
New Optimism for Online Retail Marketing Opportunities
Retailers at the Shop.org Annual Summit appear keen to embrace new marketing tactics. Sep 25, 2007
Social Media Advertising: No Direct Response Proposition
True acceptance of an advertiser comes from letting the user shape the brand. Sep 11, 2007
The State of Ad Network Transparency
Not all networks define disclosure the same way. What do media buyers need to know? Aug 28, 2007
Surveying Higher Education About Online Marketing
How educators are shifting their marketing focus to the Web. Aug 14, 2007
What Agencies Should Know About Lead Generation
Online lead gen is the fastest growing category in online ad spending. Some lead-gen basics — and where to learn more. Jul 31, 2007
Niche Audience Agencies and Ad Strategies
Ever more niche-specific interactive agencies are appearing. Why? Jul 17, 2007
Long-Play Streaming Video Advertising
The challenges of advertising in this brand new channel and questions to ask of potential partners. Jul 3, 2007
Agency's Cure for the Summertime Blues
Some midyear online marketing initiatives to consider, whether or not you have a summer lull. Jun 19, 2007
Buying Greenvertising
The right way for media buyers to place clients in environmentally friendly Web sites. Jun 5, 2007
An Online Marketing Primer for Higher Education
Colleges and universities cater to the most wired populace, yet many are clueless about online marketing. May 22, 2007
Last-Minute Media Buying
A four-step plan for media buyers under pressure to place hurry-up campaigns. May 8, 2007
Do Traditional Agencies Still Snub Search?
Big ad agencies and their efforts to embrace the search marketplace. Apr 24, 2007
Agencies Implications in Mobile Advertising, Part 2
Ten years in the making, mobile advertising is finally getting up to speed. Are ad agencies ready? Part two of a series. Apr 10, 2007
Agency Implications in Mobile Advertising, Part 1
Ten years in the making, mobile advertising is finally getting up to speed. Are ad agencies ready? Part one of a series. Mar 27, 2007
Building an Online Travel Brand
An online travel marketer discusses what works -- and what doesn't -- in today's online marketing climate. Mar 13, 2007
The Mobile Marketing Schism
Buoyant optimism about mobile advertising, or uncertainty and skepticism? Depends on which side of the mobile camp you're talking to. Feb 27, 2007
Retailers' 2007 Online Advertising Outlook
Advertising's resurging online. Will e-tailers follow suit? Feb 13, 2007
What Agencies Should Know About Lead Generation
Online lead gen is the fastest growing category in online ad spending. Some lead-gen basics -- and where to learn more. Jan 30, 2007
Cranky But Cranked Up -- 2007
What makes our columnist cranky -- and cranked up -- about online marketing's prospects in a new year. Jan 16, 2007
2006 Online Holiday Campaigns: End of Season Perspective, Part 2
Now that the holiday shopping crush is over, how did retailers really fare from their online ad campaigns? Jan 2, 2007
A Bright Spot in Opt-In Advertising?
A soon-to-debut service pays consumers to view ads and charges advertisers only if their ads are seen. Dec 19, 2006
2006 Online Holiday Campaigns: Midseason Perspective
How are advertisers faring? In advertising speak, "Pony up early and heavily if you want to have any impact whatsoever." Dec 5, 2006
Polling for Dollars
Two companies are using polls in different ways, both of which are helping advertisers. Nov 21, 2006
Real Estate Developers Need Web Marketing Strategy
Seventy-seven percent of home buyers use the Web as their primary source, but only 15 percent of agents spend ad money online. Nov 7, 2006
Tristitials: The Three-in-One Ad
A new format from snap2eyes allows thrifty advertisers to get more bang for their buck. Oct 24, 2006
Field Report: Analytics & Advertisers
Everyone would benefit if ad reports and Web analytics reports were better paired and analyzed. Oct 10, 2006
The Advertising Piggyback Strategy
Piggybacking can be a smart way to ensure just a little more bang for the buck. But a lot depends on the actual ad campaign. Sep 26, 2006
Destination Marketers Shift Their Digital Spend
The future of DMO and CVB online marketing calls for a blend of tactics, both on and off the Web site. Sep 12, 2006
Are Advertisers Brave Enough for Social Media?
Social media must be treated as an entirely different type of online ad buy. Aug 29, 2006
The Value of Content-Related Text Advertising
Online video may bring pizzazz to Web advertising, but don't underestimate the power of relevant text messages. Aug 15, 2006
Google, the Media Network, Part 2
Google's a search engine? Think again! A step-by-step guide to wrapping your mind around Google as a media network. Part two of a series. Aug 1, 2006
Google, the Media Network, Part 1
Google's a search engine? Think again! A step-by-step guide to wrapping your mind around Google as a media network. Part one of a series. Jul 18, 2006
Surveying Agencies About Online Video Advertising
Online video advertising has reached the buzz stratosphere. What are agencies' experience with it, and what is the state and future of it? Jun 20, 2006
Rain or Shine, Weather-Triggered Advertising Is Fine
Everyone talks about the weather. Advertisers are doing something about it. Jun 6, 2006
What Agencies Need to Know About Local
Local is a great opportunity, but have the tools and infrastructure developed enough? May 23, 2006
Retargeting Gains Traction, Part 2
What retargeting is, what it isn't, and some agency best practices. Second of a two-part series. May 9, 2006
Retargeting Gains Traction, Part 1
What retargeting is, what it isn't, and some agency best practices. Part 1 of a two-part series. Apr 25, 2006
Adware Industry on the Defensive
The adware industry is under attack. Will legit adware firms survive the battle? Apr 11, 2006
Agencies: To Subcontract or Partner?
How much do client perceptions influence agency decisions? Mar 28, 2006
SEM and Online Advertising Symbiosis
Separating SEM from online advertising campaigns is downright foolish. Mar 14, 2006
Too Early for RSS Advertising?
Is RSS destined to become the next e-mail for marketers? Feb 28, 2006
A Simplified, Accountable Approach to Developing Media Strategy
Applying a one-page business plan to your media buying strategies. Feb 14, 2006
Advertising Money Can't Buy
You've found the perfect Web site for the campaign -- but it doesn't accept advertising. How to approach an e-commerce or service site and negotiate a placement. Jan 31, 2006
Why Pay-Per-Call Advertising Needs Ad Agencies
Pay per call's potency exceeds many other online ad options. Who can benefit from it and some best practices for using it. Jan 17, 2006
Cranky But Cranked Up for 2006
A media buyer's reflections on 2005, and predictions for 2006. Jan 3, 2006
Commercial and Industrial Sites Need Advertising, Too
Where to go to advertise commercial/industrial sector products and services. Dec 20, 2005
Why Traffic and Analytics Matter to Media Buyers
Tools to use for better online media buying and planning. Dec 6, 2005
Buying and Selling Ads Based on Performance
Yield Manager: the Ginsu knife of ad servers? Nov 22, 2005
Is Online Advertising a Disruptive Technology?
Why Internet advertising is finally getting respect in the traditional advertising world. Nov 8, 2005
Training Online Media Buyers
What do online media buying newbies need to know? A Q and A with Leslie Laredo. Oct 25, 2005
Rain or Shine, Weather-Triggered Advertising Is Fine
Everyone talks about the weather. Advertisers are doing something about it. Oct 11, 2005
Ad/Search Agency Convergence
If an online ad agency isn't also a search agency, how can it satisfy client needs? MSN Paid Search may hold some answers. Sep 27, 2005
The Rise of CPA Ad Networks
CPA ad networks are more popular -- and profitable -- than ever. Some tipson making your campaign with them a success. Sep 13, 2005
Prepare for Holiday 2005, Part 2: Online Advertising Opportunities
The holiday season is looming. Are you ready? Last of a series. Aug 30, 2005
Prepare for Holiday 2005, Part 1: Comparison Shopping Search Engines
The holiday season is looming. Are you ready? Part one of a series. Aug 16, 2005
Online Media Buyers Role in Strategy
Think they don't play a part? Think again. Aug 2, 2005
Comparing Media Planning Tools
How three media planning tools stack up. Jul 19, 2005
DM Suppliers Need 21st-Century Marketing
Some DM industry suppliers could use a good dose of education -- and Internet marketing awareness. Jul 5, 2005
Is "Advertorial" a Four-Letter Word? Part 2
Is paid editorial evil? Last of a series. Jun 21, 2005
Is "Advertorial" a Four-Letter Word? Part 1
Is paid editorial evil? Part one of a series. Jun 7, 2005
The Incredible Disappearing Web Ads
A new plug-in allows Firefox users to strip all the ads from a Web page. May 24, 2005
Travel Industry Cold-Shoulders Metasearch
Discontents with metasearch: what advertisers want from the engines. May 10, 2005
Random Musings on 10 Years of Online Advertising
The good, the bad, the still-to-be-achieved. Apr 26, 2005
Prepping Online Advertising Newbies
Sure, it's a process. But the more we educate and prepare advertisers upfront, the more we minimize tension, missed deadlines, and undue expectations. Apr 12, 2005
Half of Online Media Buyers Don't Like Media Reps
Publishers, are you listening? Mar 29, 2005
Contextual Advertising With the Advertiser in Control
Five companies that offer PPC contextual ads placements-- and control and choice for the advertiser. Mar 15, 2005
Why the Search Engine Wars Are Good for Advertisers
The more the Big Three search players spend on advertising and R&D, the better the short-term opportunities for search engine advertisers. Mar 1, 2005
Blog Advertising: Right for You?
Smart ways to think about blog advertising. Feb 15, 2005
Retailers' 2005 Online Advertising Outlook
The end of impression-based buys for e-tailers? Feb 1, 2005
Achieve Media Goals Without Reviled Ad Techniques
Can you buy for a direct-response campaign without resorting to offensive ad techniques? Let's do the numbers. Jan 18, 2005
Rebuking the Most Hated Advertising Techniques
Let's get real. The Net must support itself. Annoying or not, ad techniques that work are here to stay. Jan 4, 2005
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