Archive for March, 2008

Macy’s Local Marketing Strategy

March 25, 2008

According to AdAge, Macy’s CMO Peter Sachse is pursuing a strategy to balance national and local advertising.  This is combined with a local merchandising strategy to focus on products that are focused for localities, after all, it makes sense to sell coats in the winter, but not in Miami, FL.  The key to understanding why local marketing works is that customers have relationships with the brand AND the local store.  Local marketing leverages the relationships the local store builds with their individual customers.  Read our Retailer Mistakes white paper in our white paper library and read the full AdAge article online at:


Project Canoe

March 19, 2008

In a follow-up to the post about a universal VOD metric, here’s an interesting NY Times article about how Project Canoe is “an effort to slow Google’s siphoning of advertising dollars away from television.”

Check out the article at The New York Times.

Creative Versioning: Targeting Your Local Market

March 19, 2008

Have you ever seen those AT&T Wireless ads in your newspaper that have the locations of AT&T stores?  Ever wondered who had to hand-create all those ads with custom content for every newspaper?

You may be surprised to learn that those are assembled by a computer.  While a person selects the phones, offers and region, a computer assembles the ads based on rules that are established by the brand.  This saves time and money, giving AT&T speed to market that allows them to change any aspect of their ads only days before production deadlines.  To learn more about creative versioning, vist the AACV or check out LiveTechnology, the creative versioning service provider for AT&T Wireless and countless other brands and advertising agencies.

Four Mistakes Retail Marketers Make

March 19, 2008

This is an interesting White Paper released by the Association of Advertisers and Creative Versioning. It analyzes the four mistakes retail marketers make as well as best practices to implement to avoid the mistakes. One of the figures the paper quotes is Sam Walton, who believed that store managers should be in charge of marketing efforts, not a central planner. The paper recommends versioning tools to automate the creation of many versions of ads this requires.

Four Mistakes Retail Marketers Make

Google’s Search Market Share Hits 70%

March 17, 2008

According to statistics released by Compete, 70% of all web searches were initiated from Google. The rest of the top five are: Yahoo (15%), MSN/Live (8%), Ask (4%) and AOL (2%).

Read the full statistical analysis at Compete.

Global Ad Spending Grows 6%

March 17, 2008

According to data released from Carat, global ad spending is predicted to grow 6% for 2008 and 4.9% in 2009. For North America, the increase is expected to be 3.9% for 2008.

To read the full report, visit MarketingCharts.

Universal Metrics for VOD?

March 17, 2008

In an effort to target customers with video on demand advertising, a consortium of cable providers have been working to establish universal metrics for advertising during video on demand. Unfortunately, because of the difficulty measuring audiences for VOD, it is proving difficult to capture demographic information about viewers.

Many advertisers have been increasing spending in online advertisements that run before or during shows on the internet.

Check out more information on this article at AdAge.

LinkedIn Audience Up 271% In February

March 17, 2008

Marketingcharts has some interesting information from Nielson regarding the largest online social networking sites for the month of February.  One of the largest gainers was LinkedIn with an audience of 7.4 million, up 271% for the year.

You can check out the full statistics at MarketingCharts.

MMOVIE Released

March 13, 2008

VOIG, a social networking site for video game players has released the first ever high definition machinima movie, MMOVIE. The movie is filmed in the massively multiplayer online game, World of Warcraft, the number one online game with over 10 million subscribers. The film was directed by Nate Taylor, a professional director and editor who has worked with clients like VerizonFIOS.

Watch the first episode of MMOVIE at