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Turning One Ad Impression Into Ten

by Harry Gold March 2, 2010

Not long ago, I had a client say something really interesting. He said, “We need to make sure everything we can in our campaign to turn every one impression we buy into 10 actually being delivered — that is my…

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Four Questions of Client Management

by Harry Gold February 2, 2010

In the business of marketing services, there are four questions a person must ask the account that they manage every moment of every day to stay on top of things. I call them the “Four Questions of Account Management.” And…

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When TV and the Internet Converge

by Harry Gold January 5, 2010

OK, so 2009 was the year of social media and there’s no reason to suspect that interest in social networks will slow down anytime soon. But what will be the next big thing that changes the way we, as consumers,…

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Great Free Media Planning Tools

by Harry Gold December 22, 2009

Media planners have many tools at their disposal to research and select sites that will help clients reach their target audiences. Very often we’re targeting large audiences by demographic or region, and we can use standard syndicated data tools such…

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Four Dimensions of Online Media

by Harry Gold November 24, 2009

Unlike print, television, outdoor, and any other form of media, online is hopeless, complicated, and ever growing in its complexity. Every day it brings a new list of ad units, serving options, compensation models, targeting options, and, of course, KPIs…

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Advertising

Predictive Modeling and Display Ads

by Harry Gold November 10, 2009

Often times we’re approached by direct marketing clients who want to scale up their online sales, but have exhausted or saturated their successful channels. They’re bidding on all the keywords that perform, they hit their e-mail list as much as…

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