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Author: Mike Smith
Publisher: AMACOM
ISBN: 0814449018
Category : Business & Economics
Languages : en
Pages : 233
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Book Description
Part history, part guidebook, part prediction for the future,?this book?tells the story of the companies, individuals, and innovations driving the revolution of online ads. Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled - online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Targeted takes listeners behind the scenes - examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. You will also learn about several key aspects such as: keyword micro-markets, ad serving systems, aggregated virtual audiences, new business models, and much more! Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness.?This book is sweeping in scope and stripped of technical complexity. Targeted is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.
Author: Mike Smith
Publisher: AMACOM
ISBN: 0814449018
Category : Business & Economics
Languages : en
Pages : 233
Get Book Here
Book Description
Part history, part guidebook, part prediction for the future,?this book?tells the story of the companies, individuals, and innovations driving the revolution of online ads. Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled - online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Targeted takes listeners behind the scenes - examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. You will also learn about several key aspects such as: keyword micro-markets, ad serving systems, aggregated virtual audiences, new business models, and much more! Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness.?This book is sweeping in scope and stripped of technical complexity. Targeted is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.
Author: Kevin Lee
Publisher: FT Press
ISBN: 0768688930
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for • The truth about the search tax • The truth about competitive and network click fraud • The truth about testing and expansion The Truth About Pay-Per-Click Search Advertising is a valuable resource for Internet marketers at both the tactical and strategic level regardless of company size. While PPC search engine advertising in Google, Yahoo, Microsoft, and other engines looks easy, competing successfully against competitors in a real-time auction for consumer's attention, clicks and dollars is no simple task. There are two kinds of PPC search marketers at the top of the paid placement results: brilliant marketers and irrational clueless amateurs. This book is designed to make sure that the reader becomes one of the brilliant marketers and learns how outmaneuver the competition. This book arms the reader with proven tactics and strategies that ensure success. This book provides concrete, easy-to-grasp concepts, strategies, and tactics designed for both the hands-on search marketer as well as the supervisor focused on strategy. However, a basic understanding of some key search marketing and Internet marketing fundamentals will be helpful, though not essential, to the reader. To empower readers of all levels, the book contains a basic glossary of often-used terms (CPC, CPM, MaxBid, SERP) to ensure accessibility to all readers. Conversely, even the most seasoned paid search marketing professional will learn a great deal from this book. To win in today's SEM PPC auctions and to continue to thrive, marketers need to figure out how to allocate budgets effectively and efficiently. The future of their business may depend on a good understanding of paid search and auction-based keyword-targeted media.
Author: Roland T. Rust
Publisher: Free Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 184
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Book Description
Author: Jun Wang
Publisher:
ISBN: 9781680833102
Category : Computers
Languages : en
Pages : 158
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Book Description
This monograph offers insightful knowledge of real-world RTB systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising.
Author: Great Britain: Parliament: House of Lords: Select Committee on Communications
Publisher: The Stationery Office
ISBN: 9780108473104
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
This report from the Select Committee on Communications calls for a reduction in the time allowed for advertisements on commercial broadcasting channels. Existing regulation of the market is no longer relevant in the digital age and doesn't serve the best interests of viewers. The Code on Scheduling of Television Advertising should be harmonised to level the playing field between public service and commercial broadcasters when Digital Switchover happens in 2012. It is the Committee's view that a reduction in the quantity of advertising airtime that broadcasters are allowed to sell would greatly improve the viewer experience and would be fairer to the public service broadcasters - ITV 1, Channel 4 and Channel 5 - who are limited more than all other commercial channels at the moment. All channels should be allowed an average of 7 minutes per hour, appropriate peak time maximum to be determined after research from Ofcom. The Committee has also looked at specific regulations which affect ITV 1, known as the Contract Rights Renewal undertakings. These undertakings should be removed as long as they are replaced with binding undertakings from ITV plc to invest an appropriate proportion of any additional revenues from advertising in creating UK originated programming and training. The Committee is calling on ITV's bosses to deliver on the commitments they have made to the Committee - to increase its investment on quality, UK originated programming in return for the removal of CRR and also to invest in training within the industry.
Author: Norman J. Medoff
Publisher: Taylor & Francis
ISBN: 1136030417
Category : Language Arts & Disciplines
Languages : en
Pages : 320
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Book Description
Electronic Media connects the traditional world of broadcasting with the contemporary universe of digital electronic media. It provides a synopsis of the beginnings of electronic media in broadcasting, and the subsequent advancements into digital media. Underlying the structure of the book is a "See It Then, See It Now, See It Later approach that focuses on how past innovations lay the groundwork for changing trends in technology, providing the opportunity and demand for change in both broadcasting and digital media. FYI and Zoom-In boxes point to further information, tying together the immediate and long-ranging issues surrounding electronic media. Career Tracks feature the experiences of industry experts and share tips in how to approach this challenging industry. Check out the companion website at http://www.routledge.com/cw/medoff-9780240812564/ for materials for both students and instructors.
Author: National Auctioneers Association (U.S.)
Publisher: Penguin
ISBN: 9781592576418
Category : Business & Economics
Languages : en
Pages : 340
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Book Description
A $227.5 billion enterprise around the world, live auctions feature everything from cars to homes, fine art to coal. The only book of its kind, this guide will show how lucrative, fast-paced, and exciting this business is. It covers rules, lingo, setting up an auction, hiring professional auctioneers, and how the most popular auctions work.Expert author team- a veteran business author and the National Association for AuctioneersDetailed run-down of every aspect of live auctionsResource section with auction house listings
Author: Pepall, Lynne
Publisher: Edward Elgar Publishing
ISBN: 1788978129
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms’ advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues.
Author: Charles Warner
Publisher: John Wiley & Sons
ISBN: 1119477468
Category : Social Science
Languages : en
Pages : 576
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Book Description
The must-have resource for media selling in today’s technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition: Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically Reveals how to conduct research on Google Analytics Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects’ advertising and marketing challenge Includes insights into selling and distribution of podcasts Includes links to downloadable case studies, presentations, and planners on the Media Selling website Includes an extensive Glossary of Digital Advertising terms Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.
Author: Jesus Mena
Publisher: CRC Press
ISBN: 143988191X
Category : Business & Economics
Languages : en
Pages : 439
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Book Description
In today’s wireless environment, marketing is more frequently occurring at the server-to-device level—with that device being anything from a laptop or phone to a TV or car. In this real-time digital marketplace, human attributes such as income, marital status, and age are not the most reliable attributes for modeling consumer behaviors. A more effective approach is to monitor and model the consumer’s device activities and behavioral patterns. Machine-to-Machine Marketing (M3) via Anonymous Advertising Apps Anywhere Anytime (A5) examines the technologies, software, networks, mechanisms, techniques, and solution providers that are shaping the next generation of mobile advertising. Discussing the interactive environments that comprise the web, it explains how to deploy Machine-to-Machine Marketing (M3) and Anonymous Advertising Apps Anywhere Anytime (A5). The book is organized into four sections: Why – Discusses the interactive environments and explains how M3 can be deployed How – Describes which technologies and solution providers can be used for executing M3 Checklists – Contains lists of techniques, strategies, technologies, and solution providers for M3 Case Studies – Illustrates M3 and A5 implementations in companies across various industries Providing wide-ranging coverage that touches on data mining, the web, social media, marketing, and mobile communications, the book’s case studies show how M3 and A5 are being implemented at JP Morgan Chase, Hyundai, Dunkin’ Donuts, New York Life, Twitter, Best Buy, JetBlue, IKEA, Urban Outfitters, JC Penney, Sony, eHarmony, and NASCAR just to name a few. These case studies provide you with the real-world insight needed to market effectively and profitably well into the future. Each company, network, and resource mentioned in the book can be accessed through the hundreds of links included on the book’s companion site: www.jesusmena.com
