Archive for Tessa Wegert

Showing 383 items

• Tricks for Choosing Ad Formats
  Select ad formats the way that you would choose players for a softball team. Jul 2, 2009
• Add Some Life to Your Ads
  Merge tried-and-true offline advertising methods with digital technology. Jun 25, 2009
• Sizing up Summer Campaigns
  Hot weather media buys are beach-blanketing the Web and leaving their sandy imprint on consumers. Jun 18, 2009
• The Value of Traffiq
  A digital media management platform promises to simplify the planning and buying process and foster relationships with campaign partners. Jun 11, 2009
• Expanding Options in Expandable Ads
  These versatile units can fulfill most any purpose while providing an engaging brand experience for consumers. Consider these examples. Jun 4, 2009
• Creativity in Roadblock Ads
  Roadblock campaigns are popular among entertainment companies and big-name brands. Here are some success stories. May 28, 2009
• Home Sweet Home Page Ads
  How online advertisers and publishers are effectively deploying synched ad units, home page takeovers, and a combination of video, companion ads, and skins. May 21, 2009
• The Future of Media Buying: Facebook Edition
  How can Facebook put more power in the hands of brand evangelists? Try giving consumers the ability to add product tags on images. May 14, 2009
• Media for the Dogs
  There are very few things people care about more than their pets. A specialty ad network promises to tap that audience for advertisers including Toyota and P&G. May 7, 2009
• Vertical Ad Network Update
  Vertical ad networks now have a reach of over 57 percent. Check out these industry newcomers for opportunities. Apr 30, 2009
• Connecting With Green Consumers
  Green-themed sites offer interesting and engaging content to support ad campaigns. Apr 23, 2009
• Targeting Dads Online
  Move over mommies; the dads have something to say, and there's a whole world of consumers out there eager to hear it. Apr 16, 2009
• The Data Dilemma
  Problem is, advertisers and publishers feel very differently about who owns data collected from an ad campaign. Can they call a truce? Apr 9, 2009
• Wiki Advertising That Engages
  New wikis offer advertisers an opportunity to connect with a highly engaged audience of Internet users. Who needs Wikipedia? Apr 2, 2009
• The Future of Media Buying: The Twitter Edition
  Will product placements meet social media? Mar 26, 2009
• When Marketers Go Gross
  For some marketers, the grosser the better. But these campaigns are not for everyone. Mar 19, 2009
• Look Who's Tweeting
  Lessons from brands and people leveraging Twitter: a Canadian lifestyle brand, British celebrity chef, a British entrepreneur, and a beauty brand. Mar 12, 2009
• Twitter Marketing Successes
  Two companies, each with a fiercely loyal customer base, take a vastly different approach to using Twitter to promote their brands. Mar 5, 2009
• Online Advertisers Still Love Oscar
  Some advertisers skipped the live television broadcast, selecting placements that cashed in on the post-Oscar excitement online. Feb 26, 2009
• Tough Times Make Tough Buyers
  Publishers are relaxing standards; media buyers are getting bold. It's the survival of the fittess. Feb 19, 2009
• Facebook Gets Advertising Glam
  A "social TV player," offered by video site Hulu.com and SplashCast, stands to redefine social network advertising and the way marketers perceive it. Feb 12, 2009
• The New Multi-Platform Campaign
  If promotion across offline and online platforms increases advertiser exposure, doesn't it stand to reason that the same rule applies to strictly digital mediums? Feb 5, 2009
• Competing for Your Audience Measurement Business
  A look at three emerging audience measurement services and their offerings. Jan 29, 2009
• Metric Partners That Count
  Metric accuracy is the pathway to success. Free tool Quantcast should be part of your metric toolbox. Jan 22, 2009
• The Trouble With Audience Metrics
  Don't avoid an effective site for your client because you put all of your faith in one measurement source. Jan 15, 2009
• Pairing Food with Franchise
  A link between the Food Network and a national restaurant chain offers a recipe for marketing success. Jan 8, 2009
• New Year, New Ads
  It's a new year full of potential, just like these advertising opportunities. Gather your nerve and resolve to give them a try. Dec 18, 2008
• Charities Use Social Sites to Boost Holiday Cheer
  Media buyers would be wise to explore how they could do the same. Dec 11, 2008
• Advertising in an Economic Downturn
  For many brands, this is an ideal time to underscore -- in a most culturally relevant fashion -- the product attributes that already exist. Dec 4, 2008
• Recession Marketing Is on the Rise
  Major brands like Kellogg, Kmart, and Visa promote the economic value they can deliver to consumers. Nov 20, 2008
• The Dangers of Amazing Media Sponsorships
  One media buyer's success can generate another's malfunction. Nov 13, 2008
• The Rubicon Project Delivers Industry Trends
  Peek at industry trends with this online advertising market report. Nov 6, 2008
• Building a Musical Tribe for Kylie Minogue
  How advertisers can tap into the halo effect that exists within a tribe. Oct 30, 2008
• A Frightfully Good Halloween Campaign
  How an e-commerce player and a candy maker are showing their online promotional prowess. Oct 23, 2008
• Tribal Marketing
  Get familiar with the concept of "tribes" as they relate to online advertising. You're going to be hearing a lot about them for a while. Oct 16, 2008
• Using Video to Elevate Luxury Marketing Online
  It takes a lot to make a brand site interesting these days. See how Italian leather goods company Tod's succeeds. Oct 9, 2008
• Rich Media Research Roundup
  A couple of interesting new studies on online advertising could have you rethinking the way you plan and buy for your clients' campaigns. Oct 2, 2008
• HBO's Entourage of Social Marketing Efforts
  Learn how the marketing masterminds behind the "Entourage" series plotted a unique approach to gaining and retaining online fans. Sep 25, 2008
• Getting to Know the Ad Exchanges
  A look at four major ad exchanges and how they differ. Second of a two-part series. Sep 18, 2008
• Understanding Ad Exchanges
  Ad exchanges don't offer just remnant inventory anymore. Part one of a series. Sep 11, 2008
• Choosing the Right Ad Network, Part 3
  The process of choosing an ad network shouldn't be taken lightly. Some tips for choosing one. Last in a series. Sep 4, 2008
• Choosing the Right Ad Network, Part 2
  Sizing up Tribal Fusion, ScanScout, NetShelter, Travel Ad Network, Glam Media, and Jumpstart Automotive Media. Second in a three-part series. Aug 28, 2008
• Choosing the Right Ad Network
  Sizing up Undertone Networks, Tremor Media, Burst Media, and AOL's Platform-A. First in a three-part series. Aug 21, 2008
• How Media Partnerships Can Rock Your Brand
  A Fortune 100 company demonstrates how to successfully create a brand association where there was none. Aug 14, 2008
• 6.6 Degrees of Online Marketing
  If everyone is connected through the Web, how far can one of our marketing messages go? Aug 7, 2008
• Video Strategies From the Pros
  Best practices for managing and measuring online video advertising campaigns. Jul 31, 2008
• The Allure of Online Video
  Media buyers essentially have two options for clients' brands. First of a two-part series. Jul 24, 2008
• Sitting Pretty: Finding Moms Online
  If your target audience includes moms, check out these two properties. Jul 17, 2008
• Social Media: A Buyer's Best Bet
  Recession or not, social media makes sense as a part of virtually every online media strategy. Jul 10, 2008
• The Ad Industry Boom: How Media Buyers Can Profit
  This promises to be the busiest time digital advertising has seen yet. What we can do to ensure we all profit from this industry boom. Part two of two. Jul 3, 2008
• The Ad Industry Boom: How Reps Can Profit
  This promises to be the busiest time digital advertising has seen yet. What we can do to ensure we all profit from this industry boom. Part one of two. Jun 26, 2008
• The Future of Measuring Ad Success
  A good number of today's ad campaigns don't have much need for a banner click. It's time we stop living in the past. Jun 19, 2008
• Derrie-Air's Lesson for Media Buyers
  A ruse designed to demonstrate the power of Philadelphia's newspaper advertising did media buyers a favor. Learn why. Jun 12, 2008
• How to Effectively Buy Into Facebook: Social Ads
  Investing in an ad placement that doesn't primarily drive traffic to your Web site requires a leap of faith. Second of a two-part series. Jun 5, 2008
• How to Effectively Buy Into Facebook
  Learn how advertisers are developing branded site pages on Facebook Pages. First of a two-part series. May 29, 2008
• Branded Web Entertainment Makes It Big
  How "In the Motherhood," a series of Webisodes that promotes two brands, could cross over to mainstream primetime TV. May 22, 2008
• Let Your Slogan Drive Your Media Buy
  Learn how Jeep put its slogan to good use when it partnered with ABC's "Lost." Have fun out there! May 15, 2008
• Celebrity Blogs as Site Content
  Are celebrity blogs -- whether it's one written by a "Project Runway" judge or Bon Appétit's restaurant editor -- the right venue for your ad? May 8, 2008
• Advertiser Directories: The Key to Successful Online Ads
  In print media, readers can find advertiser information when they need it. Online, once it's gone, it's gone. May 1, 2008
• Create Contests That Inspire Ad Creative
  What a 100-calorie chocolate bar and "Sex in the City" have in common. Apr 24, 2008
• Automotive Takes Web Technology to New Creative Heights
  Come for the pleasure, stay for the pitch. Apr 17, 2008
• A Fishy Social Networking Campaign
  A look at Telus' Canadian Facebook campaign. Apr 11, 2008
• Does Premium Viral Content Exist?
  Marketers can ensure that consumers create content that's up to a brand's standards. Here's how. Apr 10, 2008
• Video Contests That Engage
  What marketers can learn from Australian wine and a life insurance company. Apr 3, 2008
• Uncovering Sarah Marshall
  Marketers at Universal Pictures launch an effective teaser campaign with a purpose. Mar 27, 2008
• A Model Ad Buy
  Will consumers accept ads as content? Some sites show how it can work. Mar 20, 2008
• Ads Can Be Content, But to Whom?
  Lessons from a short-lived start-up that made commercials the star. Mar 13, 2008
• Happy Birthday, Mr. Consumer
  You've got the data, use it. Birthdays provide all sorts of online marketing opportunities. Mar 6, 2008
• Interactive Advertising Isn't Confined to the Web
  An innovative new interactive advertising platform for digital newspapers. Feb 28, 2008
• New Ad Networks Service Industry Trends
  Online media trends like increased ad spending converge with a streamlined approach to buying media on coveted content sites. Feb 21, 2008
• Buying Into Comparison Shopping Sites
  Most online media buyers are familiar with the major comparison shopping players. But they don't represent all the opportunities out there, nor tell the whole story of what's available to media buyers. Feb 14, 2008
• Super Bowl Ads No Longer Stand Alone
  How marketers are adopting integrated campaigns that use both TV and Web media. Feb 7, 2008
• Foodie Web Sites Turn Stylish
  A lifestyle genre offers five-star content but must serve up more options for media buyers and advertisers. Jan 30, 2008
• External Personas Enhance Marketing, Part 2
  How two campaigns, including Unilever's Sprays in the City blog, created memorable and relatable personas. Last of a series. Jan 24, 2008
• External Personas Enhance Marketing, Part 1
  Messaging that speaks to consumers through a character they can relate to stands a great chance of inciting a powerful response. First of two parts. Jan 17, 2008
• A Sweet Media Buy
  Hershey's signed on to have "Project Runway" fashion designers convert the candy king's brand and products into trendy runway looks. How an improbable marketing relationship worked. Jan 10, 2008
• Turning Negative Space Into a Positive One
  Where a brand doesn't advertise can actually say as much about it as where it does. Jan 3, 2008
• Online Ski Advertising: Not Such a Slippery Slope
  Winter brings cold weather and hot online media options. Dec 27, 2007
• Delicious Holiday Marketing Campaigns
  It wouldn't be the holiday season without special foods. How grocery chains and brands are promoting holiday products. Dec 20, 2007
• Media Buyers Get Involved in Their Communities
  Two advertisers shun contextually relevant subject matter in favor of a niche audience's interests, and the Internet community is invited to join the conversation. Dec 13, 2007
• Content Delivery Meets Social Marketing
  A new online tool allows marketers to deliver video, audio, and text content through elaborate widgets that can be downloaded to consumer desktops and personal start pages. Dec 6, 2007
• That's the Ticker...to Video Content
  Clickable video content is nothing new. But AOL's new format offers users and marketers something valuable: a better video experience. Nov 29, 2007
• Tech Blog Wars
  For media planners and buyers, technology blogs offer ad options that rival those of online newspapers and entertainment portals. Nov 15, 2007
• Targeting Ads on Social Networks
  Social profiling. Nov 8, 2007
• The Right Media Model
  In a perfect world, we'd always know where our clients' ads are running. Some advances are helping that happen. Nov 1, 2007
• Video Ads No Longer Just for the Elite
  The ability to create unique ads quickly and easily doesn't discriminate, nor should marketers who could use a more innovative video presence online. Oct 25, 2007
• Viral Ad Inspiration
  Can a service that tracks online viral campaigns show how and why some work and others flop? Oct 18, 2007
• Social Networks: The New E-Mail
  Should media buyers, like consumers, approach social networks as another form of B2C e-mail? Oct 11, 2007
• Don't Let Creative Costs Get You Down
  Creative services are a huge part of every banner campaign, including developing countless ad variations. New software makes that task easier to manage and measure. Oct 4, 2007
• Ad Metrix Delivers Deeper Planning Insight
  The mother of all focus groups: a new tool tells you who sees your online ads, and where. Sep 27, 2007
• Germany Drives Search a Step Further
  In-car search means new implications for mobile and local media. Sep 20, 2007
• How Toys "R" Us Tripped Up Its Online Crisis Strategy
  The retailer should take a cue from Mattel's search campaign that assures consumers about product safety. Sep 13, 2007
• Heroic Video Sponsorships
  Video sponsorships can be just as effective as online video banners and spot ads. Sep 6, 2007
• Lessons From the Concierge
  Interactive marketers can creatively promote products to real-world and armchair travelers alike. Aug 30, 2007
• Facebook as a B2B Marketing Tool
  Facebook was originally a personal social network. But that hasn't stopped businesses from adapting its features to suit their networking and promotional needs. Aug 23, 2007
• Brands Get Scary
  From ghostly to gruesome, major brands are rolling out their Halloween campaigns. Aug 16, 2007
• A Fishy Social Networking Campaign
  A look at Telus' Canadian Facebook campaign. Aug 9, 2007
• Social Networking for the Over-50 Set
  Is Eons.com "MySpace with brains"? Aug 2, 2007
• Buying Into Faketown
  Experiment with virtual worlds on a smaller, less costly, less vested level. Jul 26, 2007
• Advertising on User-Generated Video
  Competing with YouTube's traffic isn't an option. Competing for advertisers may be. Jul 19, 2007
• Local Site Targeting
  Local sites aren't just about news and weather anymore. They're as vibrant as the cities they represent. Jul 12, 2007
• Advertisers Work Within Site Brands
  A deeper relationship with your target audience often begins with stronger bonds between media buyer and seller. Jul 5, 2007
• Site Brand Planning
  Are the sites you choose for your ads appropriate for your brand? Jun 28, 2007
• Marketing to Kids Isn't Child's Play
  Kids are one of the toughest demographics to target online, but there are ways to succeed while remaining age-appropriate in placements and messaging. Jun 21, 2007
• Entering the Social Sites
  Advertisers must tread carefully on social sites like Second Life, but the rewards are there for those who facilitate the user experience. Jun 14, 2007
• Marketers Welcome Widgets to the Party
  With the ability to integrate widgets in ad formats, marketers will have new ways to reach their online audiences. Jun 7, 2007
• Amazing Banner Tricks
  New technology allows banner ads to display live events without interrupting the user experience. May 31, 2007
• Amazing Banner Tricks
  New technology allows banner ads to display live events without interrupting the user experience. May 24, 2007
• User-Generated Media Fits to a Tee
  Threadless is a lesson for all online marketers on the right way to use social media. May 17, 2007
• Radio's Siren Call to Online Marketers
  The rise of Google's audio ads, now coupled with Clear Channel's massive network, means online marketers can't afford to ignore the reach of radio. May 10, 2007
• Break Those Old Media Buying Habits
  New online advertising strategies may deliver more value for clients than traditional marketing methods. May 3, 2007
• Meet Your Local Reps
  You know those reps from your local radio station and hometown paper? You're going to be seeing a lot more of them. Apr 26, 2007
• Social Voting Sites Demystified
  A new breed of networking sites lets users vote on content. Should you place ads on them? Apr 19, 2007
• Could Facebook Become the New MySpace?
  Now that it's open to the public, Facebook is filled with new faces -- and with new demographics for media buyers. Apr 12, 2007
• Google Local: For More Than Just Local Businesses
  Virtually every sort of business can benefit from Google's local offerings Apr 5, 2007
• Customized Ad Content Sounds Great
  A music discovery service allows users to create custom Internet radio stations... and advertisers to create customized campaigns. Mar 29, 2007
• Media Intermediaries
  Media may be fragmenting, but the result needn't be fragmented media campaigns. Mar 22, 2007
• Local TV: What's On(line)?
  TV station's Web sites are a lot more robust than they used to be. Are you overlooking an online opportunity? Mar 15, 2007
• Money and the Mob: Pitching Web 2.0
  The modern mob gets together online to connect with like-minded consumers and foster a sense of community. Learn how to work it. Mar 8, 2007
• A Hot Bowl of Auto Advertising
  Good news for automotive manufacturers: all that money you've been investing in your brand site is starting to pay off. Mar 1, 2007
• Time to Make That Vertical Career Move?
  Job offers are raining down on online planners, buyers, and strategists. What to consider before you say yes. Feb 22, 2007
• Introducing ChaCha Search
  Search has gone social, offering buyers a new source of performance-based advertising. Feb 15, 2007
• Where Should Consumers Go?
  Some Super Bowl advertisers didn't have a destination ready. Feb 8, 2007
• Specialization Is Their Specialty
  The next generation of ad networks will specialize by category. Feb 1, 2007
• A New Way to Reach Canadians Online
  Advertising on premium Canadian content finally got easier. Jan 25, 2007
• Why the Landing Page Is the Life of the Party
  Agencies can seize much more control over a campaign by designing an effective landing page. Jan 18, 2007
• Publisher Relationships: Are You Naughty or Nice?
  Our relationship with site publishers necessitates that we view them as both partners and adversaries. What approach should you take with them? Jan 11, 2007
• A Year of Full Disclosure
  Consumers take issue with being deceived online. Jan 4, 2007
• A Media Buyer's Wish List for 2007
  There's always room for improvement. Dec 28, 2006
• Rock Star Money, on the Cheap
  The online luxury market has always been a tough nut to crack. IndustryBrains shows you how. Dec 21, 2006
• Transparency in Content Targeting
  When you think of content-targeted sponsored links, Google and Yahoo probably come to mind. But there's another option. Dec 14, 2006
• Can Custom Search Improve Search Advertising?
  A site search tool allows you to create a vertical search engine specific to its subject matter. Could it make search ads more effective? Dec 7, 2006
• Do You Buy Banners?
  Why do marketers still buy banners? Nov 30, 2006
• Where Fact Meets Fiction
  Marketers are striving to connect with consumers through honesty and sincerity. Then there's blufr Nov 16, 2006
• Is User-Generated Advertising Safe?
  A new suite of products that take some of the risk out of user-generated advertising. Nov 9, 2006
• Hot New Sites Address Politics
  With midterm elections coming up, most everyone has politics on the brain. Two new properties offer media buyers new political opportunities. Nov 2, 2006
• The Web Publisher's Point of View
  A site's value isn't defined by traffic and ad rates alone. Knowing what makes a promising buy can give marketers a real edge. Oct 26, 2006
• A Small Business Site That Works
  A valuable resource for SMBs and a practical ad channel for B2B media buyers. Oct 19, 2006
• Music to Advertisers' Ears: Webcasts, Part 2
  Corporate Webcast sponsorships can actually be more engaging than the Webcast itself. Oct 12, 2006
• Music to Advertisers' Ears: Webcasts
  If you think Webcasts are a one-time event that fade from memory once the lights have faded, think again. Oct 5, 2006
• Cast Your Campaigns Into a Webcast?
  Webcast advertising is no cookie-cutter deal. Sep 28, 2006
• Great Brands Inform Great Media Buys
  What does it take to make a brand great? Trust, a sense of community, and a dialogue with your consumers. Sep 21, 2006
• Online Classifieds: A Fresh Look, Part 2
  Online classifieds have a fresh look. Isn't it time to give the channel a look yourself? Last of a two-part series. Sep 14, 2006
• Online Classifieds: A Fresh Look, Part 1
  Online, anyone can be a media buyer, thanks to a form of media created especially for the masses. Part one of a two-part series. Sep 7, 2006
• Have Media, Will Travel
  Zoom and Go is an unconventional, compelling travel site for advertisers and consumers alike. Aug 31, 2006
• A Funny Sort of Media Buy
  When it comes to media buying, comedy sites are no laughing matter. Aug 24, 2006
• Keeping It Simple
  Will you gain more from partnering with the big players or patronizing the companies that continue to keep things simple? Aug 17, 2006
• Targeting Takes Another Step Forward
  A look at site and media optimization products from [x+1]. Aug 10, 2006
• Viral Marketing Gets Structured
  Viral marketing is lightning in a bottle. Is there a way to create it? Aug 3, 2006
• Revisiting IntelliTXT
  Skepticism hasn't slowed Vibrant Media, which recently introduced IntelliTXT Video. Jul 27, 2006
• The Interactivity of AdSpace
  With its digital, perhaps even interactive, ad placements, AdSpace Networks is breaking all the rules. Jul 20, 2006
• Interactivity With a Mission
  Racking your brain to come up with something to include in a banner? Look to your Web site. Jul 13, 2006
• Digital Billboard: What's in It for Consumers?
  What's the value for consumers? Content that's informative, interesting, and entertaining. Jul 6, 2006
• Billboards Go Digital
  Does this method of billboard advertising truly have it all? Jun 29, 2006
• A Day in the Life of the Average Consumer
  A recent study reveals consumers' media consumption on an average day. Jun 22, 2006
• Lost in Translation
  Sales reps' industry terms aren't always consistent with buyers' terms. Bridging the communication gap. Jun 15, 2006
• Connect With the Past for Future Campaigns
  Interactive advertising may be young, but it's old enough to have developed a track record you can leverage. Jun 1, 2006
• The New Baby Boom
  Looking to target new and expecting moms and dads? Some highly interactive and influential properties are pregnant with possibility. May 25, 2006
• Marketing to Women: More Than a Media Buy
  To what degree are you integrating women into your online marketing strategies? May 18, 2006
• Marketing to Women: More Than a Media Buy
  To what degree are you integrating women into your online marketing strategies? May 17, 2006
• Online Now Sets Media Trends
  After years of following, it's nice to be the leader for a change. May 11, 2006
• Advertising Without Borders
  Break free from all those leaderboards, skyscrapers, banners, and BOBs and advertise outside the box. May 4, 2006
• What Ever Happened to Clickable Video?
  Clickable video builds brand by engaging consumers and inciting an immediate response. Where is it, and who's using it? Apr 27, 2006
• When Engagement Matters, and When It Doesn't
  Engagement as a campaign goal isn't an end unto itself. Apr 20, 2006
• Weather, Made to Order
  Who knew you could relate so many things to the weather? Apr 13, 2006
• Contextual Ads: Online Media's Ace in the Hole
  Eluding the dark side of contextual advertising. Apr 6, 2006
• The Customer Experience Voyage
  Canada's busiest airport can teach media buyer a lot about the customer experience. Mar 30, 2006
• Working Toward Media-Planning Convergence
  Interactive or traditional, planners and buyers can reach new heights of expertise. All it takes is a little motivation from media convergence. Mar 23, 2006
• Converge Your Off- and Online Media Plans
  Offline and online media are so intertwined. Ignore one at your peril. Mar 16, 2006
• Web-Only Programming's Evolution
  Web-only programming is evolving. Is it time for planners to execute Web-programming campaigns? Mar 9, 2006
• Why Media Buyers Must Understand SEO
  Why media strategists are working hard to improve their organic search skills. Mar 2, 2006
• GM Uses Google to Build Credibility
  Gaining credibility with consumers is an ever-present marketing challenge. Here's how GM used Google in an attempt to build it, and two other methods to try. Feb 23, 2006
• Serving Viral Marketing to Hungry Consumers
  A new study shows viral marketing is still popular with consumers. But will too many cooks spoil the broth? Feb 16, 2006
• The Web Gets More Social
  A new generation of social networks are cropping up online. Feb 9, 2006
• Online Ads Can Boost Box Office Sales
  How online movie ads can help fill theater seats. Feb 2, 2006
• LonelyPlanet.com Accepting Ads
  Aligning your client with the right brand can be beneficial for publisher and advertiser alike. Jan 26, 2006
• More Reality, Less TV
  A new product makes celebrities, spokespersons, and personalities more real -- and more online. Jan 19, 2006
• Spam: Not Just for E-Mail Anymore
  Can your online ad be nominated for a Spammie? Jan 12, 2006
• Baby Boomers Burst Online
  Boomers are becoming more tech-savvy and going online more often. How to target them. Jan 5, 2006
• Video Content Goes Interactive
  Online marketers no longer have an excuse not to bring interactivity into their video campaigns. Jan 3, 2006
• Mobile: It's Not Just for Teens Anymore
  Think you know the audience for mobile media? Think again -- about office workers and professionals. Dec 29, 2005
• Campaigns With Character
  Get personal with your customers, and infuse your campaigns with some much needed character. Dec 22, 2005
• This Year, Send an E-Card
  Offline holiday cards may be more work than fun, but e-cards offer ease of use for senders -- and branding for their creators. Dec 15, 2005
• Is Your Media Campaign Integrated?
  As consumers dedicate more of their media consumption time to the Web, campaign integration is more critical than ever. Dec 8, 2005
• Bored Media Buyers
  Three antidotes for media buyer ennui. Dec 1, 2005
• An Excess Inventory Auction Place
  Going one... going twice. A new U.K. site brings online media buyers and sellers together for online inventory auctions. Nov 17, 2005
• Ad Format Combinations That Win the Day
  With the right combination of size and shape, still and animation, display and text, you can play favorites and still end up with a well-rounded campaign. Nov 10, 2005
• PaperBoy Delivers Coupons to Your Desktop
  Only a fraction of consumers go online for coupons and fliers. PointRoll's new ad format may change that. Nov 3, 2005
• Delivering Non-Ad Ads
  The elements of a stealth campaign. Oct 27, 2005
• Product Blog Tours
  Taking blog promotion to the next level. Oct 20, 2005
• Ad Opportunities: Chatting at the Back Fence
  Need a local online ad opportunity that's highly targeted and cost-effective? Look no further than Backfence.com. Oct 13, 2005
• Frequency Caps and Cross-Media Campaigns
  How does an advertiser control frequency when ads also appear offline? Oct 6, 2005
• Finding Entertaining Ads Online
  Users look to the Web to retrieve material that adds humor and entertainment to their lives. Three ways to make the most of this trend. Sep 29, 2005
• Gaming 101
  School's in session. Time to brush up on in-game advertising. Sep 22, 2005
• The Static Banner Ad: Online Media's Little Black Dress
  Always stylish and appropriate for any occasion, does the static banner ad still have a place online? Sep 15, 2005
• Fall Into Blogs for Consumer Opinion
  Most information media people seek for planning campaigns is only a handful of blogs away Sep 8, 2005
• DIY Online Marketing: The End of Media Buyers?
  How is DIY online marketing affecting media buyers? Sep 1, 2005
• Meals -- and Purchases -- On the Go
  Using online advertising for offline sales has always been challenging. Combining mobile marketing with branded content could change that. Aug 25, 2005
• IM an "American Idol" Experience
  Why Internet media buyers should get excited about a new season of TV programming. Aug 18, 2005
• Media Revolution: Brand Democratization, Part 2
  Brand democratization is as much about getting people to pay attention to marketing messages as it is about giving them a say in what those messages contain. Ready for the media revolution? Second of a two-part series. Aug 11, 2005
• Play Ball! Advertising to Sports Fans
  Advertisers catering to sports fans and enthusiasts face no shortage of placements. Aug 10, 2005
• Media Revolution: Brand Democratization, Part 1
  Brand democratization is as much about getting people to pay attention to marketing messages as it is about giving them a say in what those messages contain. Ready for the media revolution? Part one of a two-part series. Aug 4, 2005
• Win One for the Team With a Sports-Oriented Ad Service
  What does a sports sponsorship vet do for a new challenge? He launches a sports-oriented online ad service. Jul 28, 2005
• Alternate Reality Gaming and Brand Campaigns
  Effective brand-building needn't be limited to a 468 x 60 pixel box. Jul 21, 2005
• Online Event Marketing: Engage Your Audience
  If you think of a crowded conference hall when you hear "event marketing," you haven't spent enough time online lately. Jul 14, 2005
• No More Lazy Summer Days for Media Buyers
  Once, the lazy days of summer meant ad campaigns were languid or absent. Now, when the heat is on there are ad opportunities to be had. Jul 7, 2005
• Thinking Outside the Media Buy
  Elevate your brand -- without spending a fortune on a chicken breast shaped like the Pope. Jun 30, 2005
• Video Content Goes Interactive
  Marketers can finally utilize online video without giving up interactivity. Jun 23, 2005
• Branded Content: Advertorial's Kissing Cousin
  If your client's product or service doesn't lend itself to advertorial, consider creating branded content instead. Jun 16, 2005
• Ads That Please Consumers
  Delivering advertising when, where, and how consumers want it is a challenge for marketers. Three lessons for ads that please. Jun 9, 2005
• Cookie Deletion: How It Affects Media Buyers
  Cookies are an essential component of media buying. What cookie deletion means to buyers and how to handle the situation. Jun 2, 2005
• Meet Mobile Video
  When the small screen gets smaller, do advertising opportunities grow? May 26, 2005
• Successful Online Video Campaigns
  Developing a successful online video campaign is no longer as simple as making a buy and converting TV footage for Web use. Two campaigns show how it's done. May 19, 2005
• Online TV Takes Off
  Eager to meld TV's flash and familiarity with the Web's reach and interactivity? Look no further than online TV networks. May 12, 2005
• The History Channel's Mobile Marketing Future
  Mobile marketing is on the verge of a major explosion in North America. Campaigns that don't include mobile may become ancient history. May 5, 2005
• Search, Ads by Phone
  Local businesses eager to supplement current advertising efforts should prepare for an influx of interactive offerings. Apr 28, 2005
• Play Ball! Advertising to Sports Fans
  Advertisers catering to sports fans and enthusiasts can find just the right placement. Sports-related sites are ready and willing to play. Apr 21, 2005
• Promotional Blogs on the Rise
  Blogs that promote films, TV shows, even jeans are more popular and more creative than ever. Some examples of what's working. Apr 14, 2005
• Downsizing: Small Ads, Big Results
  When it comes to online ads, sometimes less is more. Apr 7, 2005
• GoText Offers PPC Ads to Niche Marketers
  Smaller advertisers can enjoy the same quality of placement as their larger competitors, while staying focused on results. Mar 31, 2005
• Launch That Campaign With A Bang!
  It's about time we heard consumers say, 'Online advertising rocks!' Mar 24, 2005
• Online Marketing Costs a Fortune. Or Does It?
  You don't have to spend a fortune to promote your Web site. Three Web marketing myths debunked. Mar 17, 2005
• There's No Alternative to Alternative Marketing
  The hallmark of great marketing may soon be the illusion that marketing doesn't exist at all. Mar 10, 2005
• Ad Networks: The Real Advantages
  Ad networks makes sense for most every advertiser. But not all networks are created equal. Mar 3, 2005
• Campaign Mobility
  A campaign mobile component right now can generate more than a little buzz. If you're targeting youth, here's why, along with tips for getting started. Feb 24, 2005
• Podcasting's First Aggregated Network
  Marketing via podcasts? Opportunities are multiplying -- at the speed of sound. Feb 17, 2005
• It's All Net: Integrating Interactive Channels
  How Nike recently used three cutting-edge media channels to achieve a common campaign goal. Feb 10, 2005
• Wanted: Hip, New Advertising Method
  Introducing 'podcasting.' Feb 3, 2005
• Advertising With Shoshmosis
  Just when you thought rich media couldn't get any richer, one company is about to introduce a format that takes ad technology to a whole new level. Jan 27, 2005
• Cable TV and the Web: Cross-Media Advertising
  The marriage between cable TV and the Web opens up a world of opportunities to interactive buyers pining for TV viewers. How will those buyers benefit? Jan 20, 2005
• Don't Phase Out the Human Touch
  Techniques to help infuse interactive marketing with a personal touch. Jan 13, 2005
• Vlogs: Richer Rich Media?
  Bloggers are ready to 'show' instead of 'tell.' Are video blogs poised as the next rich media breakthrough? Jan 6, 2005
• Reaching the Echo Boomers
  They spend about $170 billion per year and spend more time online than watching TV. Dec 30, 2004
• One Big Buy
  Negotiating an exclusive online site placement? A few pointers for clinching a good deal. Dec 23, 2004
• How Does Your Consumer Audience Change?
  Two studies demonstrate how consumers change, often in ways we don't expect. Dec 16, 2004
• Holiday Campaigns for Non-Holiday Products
  Your product doesn't make a perfect hostess gift. It won't fit in a stocking. You can still take advantage of December's shopping craze. Dec 9, 2004
• Logo Free and Proud of It
  What if advertisers become less dependent on corporate logos and branding? Dec 2, 2004
• Online Video Ads: The Three Best-Practice Rules
  As online video ad formats blossom, let's keep it that way. Three best practices that respect the medium and the audience. Nov 18, 2004
• Tapping the Mom Market
  Moms control the purse strings -- to the tune of a trillion dollars annually. Tips for reaching this critical and influential audience online. Nov 11, 2004
• The Ad Banner Turns 10
  The banner ad turned 10 years old last month. Some best practices for using banners, in homage to our old online friend. Nov 4, 2004
• Wi-Fi for the Marketer
  Some inventive wireless companies are opening a new world of online marketing opportunities. Oct 28, 2004
• Media Mixed
  Controversial content isn't the only content that should be a red flag for media buyers. Oct 21, 2004
• How to Determine the Online Ad Budget
  How much of your overall budget should you spend online? Some new answers to an old question. Oct 14, 2004
• In-Game Ad Networks: Wanna Play?
  Advergaming gets serious: in-game ad networks. Oct 7, 2004
• The Slimmed-Down, Toned-Up Jeeves
  The butler did it once -- can he do it again? Sep 30, 2004
• Is It Online? Or TV?
  ManiaTV is one of the Web's newest ad opportunities. No traditional online ad formats allowed. Sep 23, 2004
• TV Cozies Up to Online
  The once testy relationship between television and the Internet is moving toward a truce that benefits marketers and content providers alike. Sep 16, 2004
• Compassion Marketing
  A few national advertisers are doing the right thing by customers in hurricane-stricken Florida. Sep 9, 2004
• Polls Show Consumers React Well to Pollster
  Online polling is nothing new. But accessing it in an online ad has marketers excited. Sep 2, 2004
• Buying the Olympics Online
  Big-brand advertisers embrace the opportunity to reach a global audience -- on a small, select group of Web sites. Aug 26, 2004
• Online Automotive Ads: Drivers Wanted
  Online automotiveads and offline sales. Aug 19, 2004
• Finding the Missing E-Mail
  Over 26 percent of e-mail sent by permission marketers is classified as 'missing.' Do you know where your e-mail is? Aug 12, 2004
• Consumers Rule!: Dotomi's Direct Messaging
  The technology that launched that slogan might also allow advertisers to rule online advertising. Aug 5, 2004
• Better Ads, Happier Consumers
  Is it just us, or have consumers been giving advertisers some really mixed messages? Jul 29, 2004
• Contextual and Behavioral Targeting: Worth a Try
  Refined technology, glowing case studies -- media buyers owe it to themselves and their clients to really home in on their target audiences. Jul 22, 2004
• You Don't Know Jack... About Online Gaming
  Sure, product placement is rampant in video games. Yet mainstream media has yet to hear online gaming is where it's at. Jul 15, 2004
• Ads on Blogs, Blogs as Ads, Part 3
  Ready or not, blogs are officially an ad medium. In the last part of a three-part series, blogs as a media buy. Jul 8, 2004
• Ads on Blogs, Blogs as Ads, Part 2
  Ready or not, blogs are officially an ad medium. In part two of a three-part series, tips for the business blogger. Jul 1, 2004
• Ads on Blogs, Blogs as Ads, Part 1
  Ready or not, blogs are officially an ad medium. But if blogs can be blatant, the ads on them shouldn't be. Jun 24, 2004
• Coke Cut the Carbs and the Clutter
  Coke's C2 campaign on MSN made clutter a nonissue. Jun 17, 2004
• The New Dial-Up Media Model: Pay-Per-Call
  Pay-Per-Call advertising is poised to take off. It could prove to be an important media platform for small to mid-sized businesses. Jun 10, 2004
• Online Lessons Learned... and Not Learned
  A comparative look at what big business has, and hasn't, mastered online. Jun 3, 2004
• Small Businesses: Maximize Your Web Exposure
  The Web is constantly evolving. Some tips for maximizing exposure. May 27, 2004
• Desktop Product Placement
  Will our pristine desktops succumb to ad clutter? May 20, 2004
• Desktop App Lifts Ski Resort
  How a desktop application helped one ski resort increase revenue. May 13, 2004
• Consumer Direct: Ultra-Targeted Ad Delivery
  ACNielsen and Yahoo!'s joint venture promises to catch the eye (and dollars) of powerful CPG companies. May 6, 2004
• Ultramercials: The Perception of Control
  An ad format making advertisers, publishers, and consumers happy. Apr 29, 2004
• When Consumers Love Advertising
  Advertising is going in a new direction, and online holds the advantages. Apr 22, 2004
• On the Cheap: Message Board Ads
  Message boards are an underutilized (and dirt-cheap) advertising opportunity. Apr 15, 2004
• Rich Media Ads: A Buyer's Guide, Part 2
  With so many players out there, which company is best suited to handle your rich media campaign? Here's help. Last in a series. Apr 8, 2004
• Rich Media Ads: A Buyer's Guide, Part 1
  With so many players out there, which company is best suited to handle your rich media campaign? Here's help. Apr 1, 2004
• The Banner's Comeback?
  Can the Polite Banner revive the humble banner ad? Mar 25, 2004
• Good Formats, Bad Habits
  Is another effective ad format heading for a fall? If media buyers and publishers haven't learned from their mistakes, they're doomed to repeat them. Mar 18, 2004
• Pop-Up Alternatives
  Pop-ups may be matchlessly effective, but not everything that tastes good is good for you. Mar 11, 2004
• Beyond Pop-Ups
  Internet advertising is constantly evolving. New formats and technologies crop up all the time. So why are advertisers still so fixated on using pop-up ads to promote their brands? Mar 4, 2004
• More Online Ad Spending: Blessing or Curse?
  The industry boost is both positive and negative. How to spend wisely. Feb 26, 2004
• Rich Media Rising
  Rich media is poised to be the star of online advertising. Feb 19, 2004
• The Internet's Newfound Seniority
  Seniors are flocking online in droves. That matters -- even to marketers not trying to reach the older demographic. Feb 12, 2004
• Broadband's Real Impact
  Are you making the most of increased broadband usage? Feb 5, 2004
• Ready for Online TV Commercials?
  They're here -- will the offline dollars follow? Jan 29, 2004
• Don't Shoot the Messenger
  Will push technology push e-mail aside? Jan 22, 2004
• Where's the Buy?
  McDonald's backslides in its role as a marketing mentor. Jan 15, 2004
• Jockeying for Exposure
  Viral marketing. Associate advertising. Cross-media integration. How Jockey turned paper snowflakes into global brand exposure. Jan 8, 2004
• Media Buying: Lessons Learned
  Tessa's 100th column. A few of the lessons learned from the previous 99. Dec 18, 2003
• The Company Name Change Game
  Media buyers, beware of company name changes. Dec 11, 2003
• Get Pop-Culturally Informed
  Think media buying is all about site research and reviewing old media kits? Think again. Dec 4, 2003
• Holiday Campaign: Capturing Last-Minute Sales
  New, eye-catching banners could capture last-minute holiday shoppers. Check out these buzz-generating picks. Nov 20, 2003
• Case Study: GuruNet
  Does your media supplier help or hinder your cause? Nov 13, 2003
• Who's That Ad?
  Too much teasing tickles online audiences the wrong way. Nov 6, 2003
• Avoid Haphazard Media Buying
  Ensure you reach the right audience and deliver on time -- even when marketing under the gun. Oct 30, 2003
• Making Believers of Online Ad Skeptics
  How online buyers and planners can dispel the doubts. Oct 23, 2003
• Product Placement in Peril?
  Will the FCC place limits on product placement? Not to worry. Ample opportunities abound for subtle advertising, online and off-. Oct 16, 2003
• The Occasional e-Newsletter
  Time to rewrite that e-newsletter rule. The best publishing schedule could be no schedule at all. Oct 9, 2003
• Sounds Like A Great Idea
  Audio branding isn't just for TV or radio. Oct 2, 2003
• WhenU's Win: How Will Buyers React?
  Just when you thought you'd heard the last of contextual advertising, it's back in the spotlight. Sep 25, 2003
• Tale of a New Ad Unit's Debut
  How the New York Times Digital introduced half-page ads and how advertisers are reacting. Sep 18, 2003
• Streamline Marketing With PointRoll
  Promoting divisions of a large business online? Streamline. Sep 11, 2003
• Video: The Future of Online Advertising?
  New technology could fuel some appealing new ad units. Sep 4, 2003
• A Few Good Mailings: E-Newsletter Best Buys
  Tessa shares some endorsements for e-newsletter buys. Aug 28, 2003
• Weighing E-Newsletter Buys
  How to uncover best buys in e-newsletters. Aug 21, 2003
• Interactive Kiosks: Your Ad Here
  Could interactive kiosks be the next hot ad placement? Aug 14, 2003
• Media Buying in the Canadian Market
  Forty-seven percent of Canadians are online. How to include them in your next campaign. Aug 7, 2003
• Breaking Through Creative Blocks
  Production approaches to help the ad creative flow. Jul 31, 2003
• Advergaming Catches On
  Act now -- while it's still a novelty. Jul 24, 2003
• Games Pop Up in Ads
  Pop-up games as advertising vehicles. Jul 17, 2003
• Tips to Avoid AdWords Hassles
  Launching a Google AdWords campaign isn't as simple or straightforward as it may seem. Jul 10, 2003
• Ready for a European Ad Campaign?
  Target one quarter of the online population: Europeans. First steps toward an overseas campaign. Jul 3, 2003
• Do You Deserve My Client's Ads?
  Shall we partner? Three questions to ask the publishers on your short list. Jun 26, 2003
• Online Advertising: Taking Over the Web?
  New online advertisers, new placements, new formats. Will they work? Jun 19, 2003
• Paid Search Handbook, Part 2
  Search is full of opportunities and rife with hazards. Part two of a two-part series. Jun 12, 2003
• Paid Search Handbook, Part 1
  Overture and Google aren't the only players in the paid search game. Jun 5, 2003
• No Contest, Online Contests Are Valuable
  You might be surprised by the popularity of online contests. Take advantage. May 29, 2003
• Four Online Media Mix Essentials
  The four most essential media buys for almost any online advertising campaign. May 22, 2003
• E-Mail Marketing That Works Now
  Squeamish about e-mail campaigns in the Age of Spam? Don't give up on a great medium -- think newsletter buys. May 15, 2003
• Media Buy for the Little Guy
  A new tool for small advertisers means they won't need an agency buyer's leverage to create and launch online campaigns. May 8, 2003
• Change Management
  Yesterday's vendors, ad networks, and media properties are gone, changed, merged, or renamed. Your job is to be au courant. May 1, 2003
• Contextual Advertising: The Consumer's Point of View
  Don't write off contextual advertising altogether,but don't forget due diligence, either. Apr 24, 2003
• Contextual Ads: A Media Buyer's Point of View
  If you're not considering contextual ads, perhaps you should take a look. Apr 17, 2003
• To Renew or Not to Renew?
  It's a decision that must be made with every campaign. Here's how to figure it out. Apr 10, 2003
• Fishing for a Broader Audience?
  Advertising online without precise targeting is like fishing. Advertisers need the right bait to reel in the desired catch. Apr 3, 2003
• The New Rules of Media Buying
  Media buyers' choices are getting more difficult. Tessa tells you how to cope. Mar 27, 2003
• And the Oscar Goes to... Online Advertisers
  There's nothing like a high-profile event to get online marketers thinking creatively. Mar 20, 2003
• Thorough and Careful Wins the Race
  Just because you can launch an online campaign quickly, doesn't mean you should. Mar 13, 2003
• No Placements? No Problem!
  Don't take no for an answer in the ever-expandable world of Internet inventory. Create your own! Mar 6, 2003
• Bigger Is Better!
  Larger ads formats prove their worth. Feb 27, 2003
• The Dot-Spot: TV Weds the Web
  TV's newest format is built for online buyers. Feb 20, 2003
• Brrr Equals Opportunity
  Don't just stand there shivering. Think about the possibilities of a seasonally themed campaign. Feb 13, 2003
• Get Ready for Grand Re-Openings
  Marketers are looking to make more long-term investments online. Be ready to support them with a smart media plan. Feb 6, 2003
• Crossing the Boundaries of Cross-Media Creative
  We know cross-media works, but what's the best way to marry TV and the Internet? Jan 30, 2003
• The Integrated Advertising Revolution
  To make an impact, try tightly integrating your advertising into a site's content. Jan 23, 2003
• A Little Subtlety Goes a Long Way
  Despite the popularity of pop-ups, sometimes in-your-face ads just go in one ear and out the other. Jan 16, 2003
• An 'Un-Technified' Object Lesson
  Media buyers belong to the cadre of the technologically well endowed. It pays to regress -- to the level of the lowest-tech surfer. Jan 9, 2003
• Media Buying Do's and Don'ts
  A poorly thought-out strategy is a recipe for disaster. Find out how to avoid costly mistakes. Jan 2, 2003
• End Cookie-Cutter Media Buys
  Too few publishers are personalizing their offerings to advertisers. Dec 26, 2002
• A Media Buyer's Wish List
  Close your eyes and imagine a future in which advertisers, publishers, agency folks, and Internet users live in peace and harmony. Dec 19, 2002
• Text Link Content Ads Aren't Just for Reaching Consumers
  Mixing text links with content is easy if you're looking to reach consumers. But what if you're B2B? Dec 12, 2002
• Text Link Ads -- With a Dash of Content
  Recipe for relevance: Don't just return results, return content with paid search engine listings. Dec 5, 2002
• New Ad Formats Without the Clutter
  Adding ad formats to your site doesn't have to mean more clutter. Nov 21, 2002
• The Mystery of a Failing Campaign
  Uh oh. The campaign is tanking. How to get to the root of the problem -- and fix it. Nov 14, 2002
• Are ROS Banners the Next Pop-Ups?
  Pop-ups are on their way out. Will run-of-site banners be next? Nov 7, 2002
• Sellers Have Their Say
  Media buyers and seller talk about what they seek from each other (and you thought Venus and Mars was bad enough). Oct 31, 2002
• What Media Buyers Want
  Ever dream of a perfect world where buyers and sellers speak the same language? It won't happen without work. Suppliers, here's what buyers need from you. Oct 24, 2002
• Time for More Targeted Advertising?
  Media buyers are always on the lookout for new ways to target a desired online audience. Enter the daypart. Oct 17, 2002
• Shoshkele: What Is It, and What Can It Do for You?
  It's got a funny name but a serious mission. Oct 10, 2002
• Keyword Banners: More Effective and More Complicated
  Planning a keyword banner campaign used to be easy. What the heck happened? Oct 3, 2002
• Forget Ad Formats -- Try a Customized Home Page
  An online network breaks new ground in media. This time, even the users are happy. Sep 26, 2002
• Training Media Buyers for Success
  A step-by-step guide for agencies and bosses with new hires. Sep 19, 2002
• How to Choose an Ad Network
  Want blanket coverage or micro-niche targeting? Using new ad formats? Want to geotarget? Here's how to find an ad network that can handle your campaign, meet your budget, and help you reach your goals. Sep 12, 2002
• Networks: Know Before You Go
  When you make a network buy, you're putting the fate of your campaign in someone else's hands. Sep 5, 2002
• Search Engine Results You Can Control
  Don't throw yourself at the mercy of algorithmic search engine results. Aug 29, 2002
• Media Buying on a Budget
  Don't be intimidated by all those fancy online ads. There's room for the little guy, too! Aug 22, 2002
• Pop-Up Warfare: Is Peace Possible?
  Last week, Tessa discussed the war against pop-ups. This week, she suggest a peace treaty. Aug 15, 2002
• Why Nix Effective Formats?
  We have very few truly proven ad formats online, and already publishers are abolishing them. Aug 8, 2002
• Ads That Say More
  There's been uproar about 'intrusive' ads. Here's an alternative. Aug 1, 2002
• Making Pop-Under Ads Work?
  You may not love pop-unders, but Orbitz's careful, creative approach to the less-than-popular ad format could make you at least hate them a little less. Jul 25, 2002
• Campaign Management Just Got Easier
  Overworked? Don't despair. Publishers are rolling out tools to make campaigns much easier -- and more cost-effective -- to manage. Jul 18, 2002
• Getting the Right Information in the Information Age
  Buyers make decisions based on research, news, and information. Here's how to put your hands on the facts -- fast! Jul 11, 2002
• A Juicy Rich Media Campaign
  Even the most skeptical advertiser can turn into a believer with a willingness to put online advertising --starting with rich media -- to the test. Jun 27, 2002
• Text Links: The Forgotten Placement
  Pity the poor text link, which garners not a fraction of the attention it so richly deserves. Jun 20, 2002
• What Do You Recommend?
  When planning an online advertising campaign, what determines which ad formats and placements a media buyer recommends to her clients? Jun 13, 2002
• Listen to the Audience
  Which online ads turn consumers off, and which turn them on? Ask some and find out for yourself. Jun 6, 2002
• A Guide to the New Pay-Per-Search Scene
  Changing rules in the pay-for-placement search engine world are causing a lot of confusion. Here are some tips for making sense of it all. May 30, 2002
• Exploring Experimental Placements
  Indulge your pioneering spirit, but make sure you've built in safeguards. May 23, 2002
• After the Buy: Measuring Branding Campaigns
  Those dollars allocated to branding aren't just disappearing into the ether. Here's how to quantify their impact. May 16, 2002
• Branding Ads Are Great. Does Your Client Think So, Too?
  Your client may say branding is his aim, but when it comes down to it will he be satisfied? May 9, 2002
• Buying Emails? Practice What You Preach
  It's easy to get complacent when you're putting together yet another campaign, but achieving superior results requires that you keep asking the tough questions. May 2, 2002
• When to Turn and Run: Suspect-Supplier Tip-Offs
  Doomed from the start? If you deal with media suppliers who fit these profiles and your campaign fails, don't say we didn't warn you. Apr 25, 2002
• Canadian Media: A Buyer's Guide
  Canada is teeming with Web-savvy consumers. Here's how, and where, to reach them. Apr 18, 2002
• Working With B2B
  Tough economic conditions have created a dearth of good, targeted B2B placements. Try Tessa's tips for B2B campaigns that work. Apr 11, 2002
• Tips for Thinking Outside the Banner
  Falling into a rut with those same old ad formats and the same media placements? Maybe you need to watch more TV. Apr 4, 2002
• Sponsorships: The Pathway to Clicks
  If less clutter equals more click-through, then sponsorships are the way to go. Mar 28, 2002
• Pop-Up Ads, Part 2: Usage Guidelines for Legitimate Marketers
  Have low-rent advertisers ruined the pop-up format for legitimate marketers? Tessa offers some guidelines for using the format responsibly. Mar 21, 2002
• Pop-Up Ads, Part 1: Good? Bad? Ugly?
  Surfers hate them so much, they'll pay to block them. Now, a study says users really aren't that bothered. Do pop-up ads tarnish a brand or elevate awareness to stratospheric heights? Mar 14, 2002
• How to Do Double Duty
  These days, media buyers are often called upon to persuade a little. Here's how to jump that hurdle and get to the fun part. Mar 7, 2002
• Targeting Efforts Inch Toward the Bulls-Eye
  Targeting could be considered the Holy Grail of media online buying, such is its promise. That's why newcomers and old-timers alike are introducing new technologies designed to enhance targeting capabilities. Feb 28, 2002
• Reaching the Target in Unexpected Places
  Although reaching a doctor via a medical site would seem to make sense, a new theory says that approach isn't the most effective. Feb 21, 2002
• Keep Your Hands Clean
  When you're doing business with someone who promises to keep your deal "under the radar," take care that your credibility doesn't get blown out of the sky. Feb 14, 2002
• Learning to Love the Open Rate
  Just as the click-through rate isn't always the best way to evaluate the success of online ad campaigns, sometimes it's irrelevant for email campaigns, as well. Feb 7, 2002
• When Good Service Goes Bad
  If you think big, successful online media properties got that way because they offer great customer service, think again. Jan 31, 2002
• Let's Hear It for the Voken
  Whether you call them "floating" ads, "takeover" ads, or "vokens," these dramatic placements are gaining ground. Jan 24, 2002
• Building Relationships for Better Buying
  In media buying, as in other fields of business, it's not what you know but whom you know that counts. Jan 17, 2002
• No Risk, No Reward
  Media buying on a tight deadline often involves taking risks. Leverage your knowledge and experience to take those risks -- and make them educated and calculated. Jan 10, 2002
• Overcoming Obstacles in the Name of Client Satisfaction
  Sometimes there's more than one way to reach a client's objective, so don't be afraid to negotiate unusual terms. Jan 3, 2002

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