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Gartner for Marketers

Tag archive for: Media

As Social Media Matures, It Reveals Its Dominant Media Genes

July 7, 2014 | 1 Comment

Have you noticed that the voices of social network utopianism are quieter lately?  Facebook’s secret mood experiment didn’t help the idealist view – nor did COO Sheryl Sandberg’s apologetic acknowledgement that Facebook’s actions were merely “poorly communicated.” But I think…

The Story of Ad Tech

February 26, 2014 | 0 Comments

The announcement of Oracle’s acquisition of BlueKai brought me to the realization that the story of ad tech, and how it went from antagonist to ally of the software megavendors, is not so well known outside the insider’s clique. This…

Campaigns vs. Content Marketing: A Relationship View

December 10, 2013 | 1 Comment

Last week my colleague Jake Sorofman wrote of The End of the Marketing Campaign, a view that I’ve since heard echoed in a few places. Here’s another perspective. I think it’s clear that digital is changing the nature of almost…

Digital Marketing Data and Economies of Scale

August 1, 2013 | 0 Comments

The recent Omnicom-Publicis merger talks have sparked an intriguing debate: does one’s scale of data and transactions translate into a buying power advantage in digital media? This was certainly the initial take offered by many, such as David Bank, an…

Bad Neighborhoods in the Digital Marketing Metropolis

July 8, 2013 | 2 Comments

Reports of rising crime in the ad ops sector, particularly the precincts associated with programmatic media and data exchanges, have been mounting steadily over the past year. Mike Shields, reporting for Adweek, deserves a great deal of credit for tackling…

Mobile Marketers and Publishers Face Growing Pains

February 22, 2013 | 0 Comments

Last fall, my colleague Stephanie Baghdassarian and I found ourselves in an interesting situation. We were working on our annual mobile advertising forecast (subscription required), and the data was telling us that mobile advertising revenue worldwide was growing almost 60%…

Why Mass Media Still Matters

January 11, 2013 | 1 Comment

  Following the revelation that Super Bowl ads sold out this year for an average $3.7-$3.8 million, we took a small, unscientific poll of our digital marketing analysts to see if we collectively believed such an investment was still worth…

Adobe and Omniture Join Forces, but Will Their Users?

September 16, 2009 | 0 Comments

“I warn you against believing that advertising is science.” So said Bill Bernbach, one of advertising’s great legends who holds the number one rank in Advertising Age’s honor roll of most influential people. So what would Bill Bernbach think of…

Search-Display Convergence Just Got More Interesting

February 24, 2009 | 2 Comments

Last June, Yahoo!’s CEO Jerry Yang announced, "We believe that the convergence of search and display is the next major development in the evolution of the rapidly changing online advertising industry.” More recently, Google CEO Eric Schmidt echoed this notion…

Super Bowl Advertisers Fumble Their Keywords

February 2, 2009 | 0 Comments

What do “Shankapotamus”, “PepSuber”, “drinkability”, and “LMAO” have in common? Two things, actually. First, they’re all words that advertisers spent $100,000 per second to build buzz around during the Super Bowl, and secondly, they were all available as search terms…