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Overdrive promotes NASCAR action and the Neon Garage at LVMS

by Harry Gold January 4, 2008

As part of our online PR program for the Las Vegas Motor Speedway’s Sprint Cup Weekend, Overdrive posted their video spot to YouTube and dropped a release on PR Web that got picked up by the LA Times! See the…

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Playing the Game, Part 1

by Harry Gold December 11, 2007

The definitions of online and digital marketing are broadening, blurring the lines between online, in-game, and in-content advertising. Content digitally delivered and consumed through many different vehicles brings together video, gaming, and ads through a range of platforms, from desktops…

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Las Vegas Motor Speedway Chooses Boston SEO Firm Overdrive Interactive as Online Media Partner

by Harry Gold December 1, 2007

Overdrive Interactive, a Boston-based full service search engine marketing and online media buying agency specializing in lead generation, brand building and customer acquisition, today announced that it had been selected by the Las Vegas Motor Speedway, the “Racing Capital of…

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The Rise of Online Video Ads

by Harry Gold September 18, 2007

A while back, I examined an interesting Chicago Interactive Marketing Association (CIMA)/William Blair study showing that rich media growth had outstripped search for the first time and that much of the growth was driven by traditional big-brand advertisers, such as…

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Performance Media Planning and Buying, Part 2: Paying for Leads and Actions

by Harry Gold September 4, 2007

The first part of this column covers the opportunity represented by performance-based buying: how it’s different from affiliate channels, how to think about leads and actions from a qualitative standpoint, what data hygiene methods and technologies the properties you deal…

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Performance Media Planning and Buying, Part 1: Paying for Leads and Actions

by Harry Gold August 21, 2007

In performance-based lead buys, we like to is ferret out all the cost-per-action, cost-per-sale, and cost-per-lead deals we can and include them in the mix. The list of networks, Web 2.0 businesses, and individual sites offering cost-per-lead or cost-per-action deals…

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Going Local on the Web

by Harry Gold August 7, 2007

Every so often we’re asked to launch a localized online campaign by an organization wanting to create more presence in a particular market or one that offers products or services in a very specific geographic footprint. Usually, they’re educational institutions…

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Pros and Cons of Ad Exchanges

by Harry Gold July 24, 2007

An ad exchange is a marketplace in which publishers and advertisers can participate in an auction-based system for buying and selling online display advertising from a large group of participating sites. Publishers place their unsold inventory on the exchange, and…

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