This is itzdigital's Typepad Profile.
Join Typepad and start following itzdigital's activity
Join Now!
Already a member? Sign In
Portland, Oregon 1.800.647.6917
ITZ provides actionable research to help media companies understand and navigate the digital frontiers.
Interests: ad serving, advertisements, blogs, digital advertising, flash ads, great thinkers, high impact advertising, interactive, itz publishing, large format, online advertising, online magazines, online newspapers, online video, Psychographics, rich media ads, sales training, search, syndication , training
Recent Activity
Posted on December 13, 2013 by itz1013 Read the original post on here. by Michelle Hill 13 December 2013 10:08 While Hummingbird has been much discussed, not many people understand it yet, or appreciate its benefits because it isn’t an obvious feature of Google search. If you want to try it, go to Google on your smartphone and click on the microphone to activate a voice search. For a bit of fun, say ‘Tottenham Hotspur’. Google will search for the greatest team in the world (guest opinion – Ed), and then read out an up to date fact, perhaps the latest result and information about the next match. Next, click the microphone again and ask a related question, such as ‘how old are they?’ Google will then show you the Wikipedia information about the club. Ask another question, such as ‘where do they play?’ and Google will show you... Continue reading
Posted Dec 13, 2013 at itzdigital
Twitter Launches Retargeting Ad Platform: Here’s Why That Matters Posted on December 12, 2013 by itz1013 (Read the original post on here.) This morning, Twitter announced the newest edition to their ever-evolving ad platform: Tailored Ads. Now, what they’re calling “tailored ads” may sound familiar to you: Tailored Ads allow advertisers to reach users on Twitter who have shown interest in your brand or category even away from Twitter. That’s right…Twitter is launching retargeted advertising. But how are they doing it? Abhishek Shrivastava breaks it down on the Twitter blog: “Let’s say a hotel brand wants to advertise a promotion on Twitter and they’d prefer to show their ad to travel enthusiasts who have recently visited their website. To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser-related information (browser cookie ID) through an ads partner. We can... Continue reading
Posted Dec 12, 2013 at itzdigital
Originally posted on, by Asher Elran, CEO at Dynamic Search, and founder of Web Ethics. If the idea that SEO is dead crosses your mind or turns up in print, dismiss it. The fact is that nothing is really going to change in the way that we pursue the almighty ranking, with the possible exception of the resurgence of the long tail keyword, which was working its way back into our hearts anyway. Everything that worked before Hummingbird’s release will still work moving forward. This includes: Original and engaging content is still king Legitimate back links that are earned using proper SEO are still important The same signals that worked before will continue to garner results Keywords will still need to be carefully placed and used in moderation The only thing that is really going to change in a meaningful enough way to be noticeable is the way Google’s... Continue reading
Posted Nov 12, 2013 at itzdigital
Dartmouth study sheds light on mobile vs. Web By Christopher Heine Read the original post on here. October 17, 2013, 2:38 PM EDT Photo: Getty Images A Dartmouth researcher's study sheds light on the mobile web and app users who don't click on ads. On a high level from the study, here are the top seven reasons they steer clear of the ads on smartphones and tablets (with some Adweek commentary thrown in). 1. The screen is too small, per 72 percent of survey participants. Mobile marketers everywhere will want to bang their heads against the wall over that one. And for tablet marketers, the researcher believes most respondents were thinking of their smartphone usage more so than their time on an iPad or Nexus 7. 2. People are just too busy for ads, according to 70 percent surveyed. You mean on-the-go consumers don't have time to kill? No... Continue reading
Posted Oct 17, 2013 at itzdigital
Read the original post at here. By Dorian Benkoil, Teeming Media Native advertising is all the buzz, even if not everyone agrees what it is. It came up repeatedly at Advertising Week events last week in New York, and top-flight publishers such as The New York Times, The New Yorker, The Washington Post and, notably, Forbes, have experimented with the form. Other major publishers quietly are shopping their similar offerings around. Meanwhile digital-first news organizations such as Buzzfeed, Gawker, Quartz and The Huffington Post consider native advertising a core sponsorship offering. In this series, I will give my take on what native advertising is, and isn't, why it's here, and how to do it effectively, based on my company's work for multiple clients, as well as public and private discussions. On its homepages, both Web (above) and mobile, Buzzfeed indicates sponsored content via an off-color background. Native Advertising: Is... Continue reading
Posted Oct 17, 2013 at itzdigital
Read the original post on here Publishers Need Cash 'Partner Posts' Bring, But Fear the Backlash By: Michael Sebastian Published: September 23, 2013 Publishing used to be a simple -- and very profitable -- business. Promise to reach a fairly defined audience each week, and advertisers fork over big bucks to put their ads in front of those readers. But with profits shrinking, the industry is getting more creative to attract marketers' dollars. And all anyone seems to want are sponsored posts. "There is a furor on the buy side," said Mike Perlis, CEO of Forbes. "The buyers are all asking for sponsored content." Marketers are projected to spend $1.9 billion on sponsored content this year, up 22% from 2012, according to eMarketer. By 2017, it predicts that number will reach $3.1 billion. Those dollars represent a bright spot in a largely bleak forecast. Spending on magazine and newspaper... Continue reading
Posted Sep 23, 2013 at itzdigital
Posted on September 12, 2013by itz1013 Rob O’Regan Editor- Twitter: @RobORegan Email: Rob O’Regan Google+: Rob O’Regan Media pundits have spent the better part of this year trying to define what native advertising is, or frequently, what it is not, as well as where it fits relative to other buzz-phrases such as content marketing. Fahad Khan, a Rutgers professor and CEO of a digital marketing software company called One Public, is the latest to call for a better definition of native advertising. “The definition of ‘native advertising’ that is loosely or tightly associated with content marketing is flawed and misguided,” Khan wrote for Huffington Post. Instead, Khan offered an alternative that he said is universal in that it extends beyond digital to include traditional advertising channels such as print and radio: “Native ads are ads in a format that is native to the platform on which they are run,... Continue reading
Posted Sep 12, 2013 at itzdigital
Hand-picked writers to work on content By Lucia Moses August 8, 2013 Photo: Getty Images Brands want advertising that looks and feels like actual editorial content, and publishers are uniquely positioned to help. But how do they do that without selling out? Increasingly, by creating stand-alone units. Onion has its Onion Labs, a serious branded content team that creates Onion-like parodies for brands. And The Huffington Post recently launched its HuffPost Partner Studio, an in-house creative agency for brands to produce sponsored content tailored to the HuffPost audience and environment. And now, Condé Nast's Wired is officially unveiling a new unit called Amplifi; its mandate is to create content for brands that's highly tailored to the Wired reader while labeled as promotional. So far, it’s churned out a crowd-sourced tablet magazine for Cisco and acustom blog for Marriott on travel for geeks. A mosaic-like print ad for Fiat that's running... Continue reading
Posted Aug 8, 2013 at itzdigital
Read the original post on here. Who doesn’t love a good eye-tracking study? With the ability to take a lot of guesswork out of conversion rate optimization, eye-tracking software and heat maps can reveal some startling insights into increasing conversions (and avoiding sales killers) that can benefit every business. Today we’re going to go over 7 important eye-tracking studies that give a sneak peek into common browsing patterns and elements of human behavior that all marketers need to know. Let’s take a look! 1. Beware of “Dead Weight” with Visuals You don’t have to be an expert in UX (user experience) to understand the importance of Fitts’s law. While seemingly complicated at first glance, one of the fundamental lessons Fitts’s law communicates is that object “weight” (in the visual hierarchy) is a big determinant in what attracts eyes and mouse clicks. Consider this recent case study from TechWyse that... Continue reading
Posted Jun 17, 2013 at itzdigital
Read the original post on here. by Joe Mandese, Yesterday, 8:54 AM Even as Madison Avenue pushes to raise the bar for ad exposure from an “opportunity to see” to a “likelihood to see,” a promising new research technology has emerged that could raise it even further to, well, actually seen. The new research, which is based on state-of-the-art eye-tracking technology, uses consumers' own eye movements to verify what ads they have looked at. While eye-tracking technology has been around for years, what makes the new system -- dubbed Sticky -- so powerful is that it doesn’t apply it in a laboratory or a resting facility, but in the real world, in real-time, while people are exposed to ads online. “Fifty percent of all ad impressions are never seen,” says Jeff Bander, president of Sticky, who recently won the Advertising Research Foundation’s “Great Mind Award” for helping to develop... Continue reading
Posted Apr 23, 2013 at itzdigital
Posted on April 23, 2013 by itz1013 from an original post on… The following are the stories with the highest number of mentions last week by our top influencers on 100% Content Marketing. Why Google+ Is the Best Social Platform for Content Marketers Copyblogger Imagine some drunk wandering down the sidewalk at 3 in the morning. He’s got a cigarette dangling from his lip and a half-empty beer bottle he&… more How Google’s Image Search Update Killed Image SEO Define Media Group Google’s January 23 image search update brought high resolution pictures directly within search results, leaving users with little incentive to… more 4 Truths About Content Marketing Agencies You may be wondering why, but this trend has been happening for years now. In the search for “content gold,” providers of marketing serv… more Study shows that nearly all teenagers have Internet access; 25% have smartphones A recent study... Continue reading
Posted Apr 23, 2013 at itzdigital
Read the original post on here. APR 22 Posted by Steve Gray The quality of newspaper content is getting some much-needed attention these days, as companies work to justify their print price increases and digital meters/paywalls. They realize they need to reverse the slide in amount and quality of content and talk plainly about it, so readers can see they ‘re serious about meeting their needs despite our shrinking ad revenues. This strategy works, as several companies, including Morris Publishing Group, have shown. But from what I’m seeing, even the smartest companies are missing a huge part of the consumer value proposition: the advertising itself. Back in the late ’80s, when I was an editor, I was shocked when our reader survey showed that people valued the newspaper’s advertising content almost as much as the news. For some, in fact, the ads were the main reason to buy the... Continue reading
Posted Apr 23, 2013 at itzdigital
Digital dollars make up half of total ad revenue By Emma Bazilian Since launching its BrandVoice platform in 2010, Forbes has become one of the leaders in native advertising, fueling the debate over whether publishers should be running sponsored posts alongside—and sometimes indistinguishable from—editorial content. Ethics aside, the conceit seems to be working: In the wake of a Pew report that sponsorship advertising was up 40 percent in 2012, Forbes Media is touting the growth of its own revenues—thanks, in part, to its success with native ads. The company achieved its best financial performance in five years in 2012, according to a memo released this morning by Forbes Media CEO Mike Perlis. Digital ad revenue, which increased 19 percent year over year, accounted for half of the company's total ad revenue for the year, said Perlis. Ten percent of total revenue came from advertisers who incorporated BrandVoice into their buys,... Continue reading
Posted Apr 8, 2013 at itzdigital
Read the original story by the NY Times here: By TANZINA VEGA Published: April 7, 2013 Articles in a series on called “What’s Inside” looked for all the world like the hundreds of other articles on the digital media site. But journalistically, they were something very different. Enlarge This Image (photo by Suzanne DeChillo/The New York Times) Lance Ulanoff, Mashable’s editor in chief. Enlarge This Image Pete Pachal of Mashable wrote about Google Glass for a sponsor. (photo by Suzanne DeChillo/The New York Times) The articles, about technology topics in a wide variety of products, including modems and the Hubble Space Telescope, were paid for by Snapdragon, a brand of processor chip made by Qualcomm, and the sponsor of the series. Most were even written by Mashable editorial employees. An article on Google Glass technology was shared almost 2,000 times on social media, indicating that readers may not have... Continue reading
Posted Apr 8, 2013 at itzdigital
by Will Price, Apr 5, 2013 Read original post here: Native advertising is one of the industry’s hot topics right now, so we have introduced this three-part series to delve into the phenomenon from the perspective of a technology company and premium ad network (Martini Media), an agency (Morpheus Media), and a SaaS platform (Flite). Native advertising is the next generation of rich media advertising. For publishers, it means higher CPMs, higher revenues and less commoditization by ad networks. For advertisers, native ads offer a more integrated brand experience, which in turn defeats banner blindness and drives engagement with consumers. If you’re not exploring native advertising, you run the risk that your inventory will be commoditized in the long term. Below you will learn what you need to know about how to build native ads, the constraints of the medium and how to surpass them to build a scalable... Continue reading
Posted Apr 8, 2013 at itzdigital
See original post on here. Social News Site Extends Advertiser Campaigns to Other Homepages By: Jason Del Rey Get ready to see sponsored posts from Buzzfeed on other homepages around the web. In October, Ad Age reported that Buzzfeed was experimenting with advertising the sponsored content of its advertisers on the homepages of other sites, including The Awl and Demand Media's Earlier this month, Forbes reported that news aggregation site was another partner running headlines linking to Buzzfeed sponsored posts. A sponsored story from Buzzfeed on Dealbreaker Now, the ad network is official and Buzzfeed is pitching it to ad agencies as part of their advertisers' campaigns with Buzzfeed, according to Buzzfeed President Jon Steinberg. Buzzfeed is working with eight publisher partners in total -- niche sites with loyal audiences such as The Hairpin, Thought Catalog and Dealbreaker -- and Mr. Steinberg said he wants to double... Continue reading
Posted Apr 7, 2013 at itzdigital
See the original post on here. For businesses, Facebook is an amazing marketingplatform. It’s surprising that more businesses don’t use all of the free tools that are available.Here’s a look at some of my favorite free tools on Facebook. File this one under “Favorite apps for 2012” because Facebook is always adding new features so who knows what will make the list for 2013. • The App Center. The app center is basically a directory of cool apps. For instance, if you want a music player, you can find more than a dozen (Spotify isn’t the only FB music player). There are shopping and map apps, an app called Zimride that will help you arrange for carpooling, lots of travel apps and even horoscope apps. Basically the App Center allows you to add all sorts of utility to your Facebook Page. If you have an idea for an app,... Continue reading
Posted Apr 7, 2013 at itzdigital
Posted on April 7, 2013 by itz1013 New native advertising study from Nielsen and Sharethrough shows why choice beats interruption While the interest and conversation around native advertising has only continued to escalate, there has been a lack of concrete data about the effectiveness of native ads. To that end, Sharethrough recently conducted a study with Nielsen to compare the brand-building effectiveness of native video ads against pre-roll video ad units. Sharethrough worked with five leading advertisers to serve the same creative message in both pre-roll and native advertising formats for each advertiser’s campaign and used Nielsen Online Brand Effect for in-depth metrics on brand lift and the campaign elements driving that lift. So what happened?! Native advertising showed higher brand lift across all the campaigns in the study. You read that right, in 5 out of 5 campaigns native ads delivered higher brand lift than pre-roll. In fact, in... Continue reading
Posted Apr 7, 2013 at itzdigital
(See the original post on here.) by Josh Sternberg There was a time when putting ads on the front page of newspapers was considered risque. Those days are over. The Washington Post became the latest publisher to quit worrying and learn to love sponsored content. WaPo today launched “BrandConnect” that will let marketers create content throughout the WaPo site and on its homepage. It’s kind of like Forbes’ BrandVoice, which lets brands post on the Forbes platform. and will create content through blog posts, videos and infographics, according to a rep. As a sign of how important it views this, the Post is giving the sponsored content prime real estate on its homepage. CTIA, the wireless trade association, is the inaugural advertiser. The CTIA sponsored post appears in a box within the main news well. It carries the label “Sponsor Generated Content” and includes an information symbol, which when... Continue reading
Posted Apr 7, 2013 at itzdigital
Posted on April 7, 2013by itz1013 (See the original post at 1. Trust in Advertising is Terrible A recent report from market research giant Nielsen shows consumer trust in traditional media advertising has plummeted. Users don’t like, nor trust the sales messages The survey found whopping 90% of OECD consumers said they trusted brand recommendations from friends or users they trusted online, while only 10% said they trusted messages from display advertising. Content Marketing represents a form of word-of-mouth marketing, whereby users consumer, engage and share your useful brand content. A strong content marketing strategy hits closer to the 90% trust level than any paid banner ad at the other end of the consumer trust scale. 2. Content Marketing Delivers Quality Lead Generation “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” said John Wanamaker. This problem may be solved with... Continue reading
Posted Apr 7, 2013 at itzdigital
Read the original report on here. ONLINE| 03.21.2013 Americans spent more than 360 billion minutes online in December 2012 and streamed a whopping 24.6 billion videos, according to Nielsen. That massive block of time represents a significant opportunity for advertisers, but making meaningful connections with consumers online can be challenging as consumer choice, and media, expands across and within devices. As advertisers explore new opportunities online, recent research highlights the power of native video advertising, a budding content-based, user-initiated ad format with no length limit. According to a new case study from Nielsen, native video advertising proved a successful option in driving brand lift for five leading advertisers—including Jarritos, a naturally flavored soft drink brand. Sharethrough, an online video advertising distribution company, tapped Nielsen Online Brand Effect to compare the effectiveness of its native video ads in affecting brand lift metrics like awareness, purchase intent and favorability with that... Continue reading
Posted Apr 7, 2013 at itzdigital
by Rick EdmondsPublished Feb. 11, 2013 5:54 amUpdated Feb. 11, 2013 3:03 pm U.S. newspaper organizations are shedding print ad revenue far faster than they can generate replacement dollars, reported Pew’s Project for Excellence in Journalism a year ago, and those organizations remain stubbornly resistant to innovation — except for a few outliers. For a follow-up, PEJ has just released a study on four such outliers that are making much faster revenue progress than the norm. One of those cases, Clark Gilbert’s Mormon-owned Deseret News, will be familiar to those who follow the industry’s transformation efforts. The three others provide fresh looks and results: ad sales reorganization at the Naples (Fla.) Daily News; a digital marketing agency homegrown at the Santa Rosa, Calif. Press Democrat; and a barrage of experiments at the tiny Columbia (Tenn.) Daily Herald. Mark Jurkowitz, principal author of “Newspapers Turning Ideas into Dollars,” found a common... Continue reading
Posted Feb 11, 2013 at itzdigital
read original post here. Posted on January 11, 2013 by Mike Fourcher Three years ago this week I launched a neighborhood news site that eventually transformed into Center Square Journal. It’s hard to believe it was so long ago, and yet really only three years. For the amount of learning I’ve absorbed, it feels like I’ve been to college. Some of the things I learned may be obvious to you, dear reader, but they weren’t to me. Here, in easily digestible list form, and in no particular order, are 21 things I learned while running hyperlocal news sites. 1. Building an audience is getting harder. As a member of the original writing crew for Chicagoist in 2004, I was stunned at how I could write a post at 8:00 a.m. and by noon thousands of people had read it. Good content got lots of word of mouth, and nine years... Continue reading
Posted Jan 22, 2013 at itzdigital
Read more: 15 January 2013 · By Greg Retsinas The Press Democrat’s in-house digital agency began with five strategic decisions that set it on a path to success that continues in its second year of providing advertising solutions to local advertisers. The appeal of a start-up company with the backing of an established credible organisation has proven to be a successful recipe so far for The Press Democrat in Santa Rosa, California. In late 2011, the Northern California media company launched a new in-house agency devoted to digital services and marketing. We intended to offer a comprehensive suite of offerings apart from traditional print and digital media solutions. This included custom Web and mobile site development, search engine optimisation, pay-per-click campaigns, social media, reputation management, and e-mail marketing. The newspaper had long been a leader in digital advertising, both when it was a member of newspaper chains owned by... Continue reading
Posted Jan 22, 2013 at itzdigital
Read the original post at 21 January 2013 · By Steve Gray Hiring a vice president of audience focuses attention in a direction news media companies have missed in the past, which might explain some of the industry’s current struggles. I had a minor epiphany in late 2010. In light of the changing advertising market realities surrounding our industry, I began to think about my company, Morris Publishing Group, as an audience company, where the ability to generate revenues and profits stemmed entirely from the size and character of the audiences we reached. I asked myself who was responsible for managing our audience model. The answer? Nobody. No one came to work every day thinking specifically about audiences, with questions like: How can we grow our audiences? Are we reaching the right audiences? What audiences do our advertisers need to reach? What new audience opportunities could we develop in... Continue reading
Posted Jan 22, 2013 at itzdigital