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Yahoo on Friday launched an analytics service that allows advertising on Yahoo sites to not only measure the performance of their online ads but also compare them with their radio, TV and print campaigns, writes CNET (via MarketingVox). Yahoo has partnered with Marketing Management Analytics (MMA), a unit of Aegis, to provide the service. Apples-to-apples comparison of adspend effectiveness across various channels will allow companies to better determine how much money they want to spend in each, said John Nardone, chief client officer at MMA.
The new service is based on econometrics - using statistics to create predictive mathematical models of marketing situations, taking into account the various factors that influence sales.
“Clients are shifting more and more of their total spend online, and need to move beyond measurement of clicks and pageviews to understand what is really working to drive sales,” Nardone is quoted by ClickZ as having said.
Online display and search adspend is projected to increase at an average annual rate of 10 percent over the next five years, according to a study released Thursday by JupiterResearch.
It predicted that the U.S. online advertising market would reach $11.9 billion in 2005 (a year-over-year increase of 28 percent), $13.6 billion in 2006 and $15.1 billion in 2007.
Dunkin’ Donuts on Monday bowed a $100+ million integrated advertising campaign that offers a new rallying cry for consumers hard hit by the economy: “You Kin’ Do It!”
The “You Kin’ Do It” national campaign broke with three television spots airing during…
In a note to readers wrapped around the Chicago Tribune’s A section today (Thursday), editor Gerould W. Kern acknowledged that the redesign the paper unveiled several months ago was unsuccessful to some extent.
The paper will be going back to its…
The advertising outlook for 2009 remains relatively upbeat for certain types of online media and marketing - including search, video and multicultural initiatives - but traditional media and some social networks will face serious difficulties, according to predictions released by…
Super Bowl advertisers - including Monster.com, which is returning after a four-year hiatus - are making the most of their $3 million ad buy by creating integrated follow-up campaigns, says Kellogg School of Management professor Tim Calkins.
Calkins, co-leader of…
Yesterday at the Consumer Electronics Show in Las Vegas, Microsoft CEO Steve Ballmer announced the development of a coveted liaison with Verizon Wireless.
The five-year contract makes Microsoft the default search provider to Verizon’s sizable user base. It will also…
The latest casualty in the shrinking shelter category is Meredith’s Country Home. The magazine’s March 2009 issue will be its last.
The company, which is also slashing its workforce by 250 people, cited a soft economy for the demise of…
