By Chris Trayhorn, CEO and Founder, mThink/Blue Book Most affiliate marketing networks are pretty cautious about connecting their advertisers directly with publishers. The risk of them setting up a direct business relationship - cutting the network out of the deal - is real. This kind of disintermediation is a major risk to the revenue streams of networks and … [Read more...]
Insane Mobile Ecosystem Revealed!
The craziness of the mobile marketing ecosystem leaps out and grabs you by the throat in the latest update to Luma Partners' industry graphic: … [Read more...]
Retargeting Gets Hotter
Retargeting is hot and getting hotter. Witness relatively new startup AdRoll claiming revenue increases of over 400% together with over 2,000 new advertising clients. In support, trends-tracking company BuiltWith lists AdRoll's technology as the "fastest growing advertising technology" with ad network ExoClick close behind. In fact, according to W3Techs: AdRoll is the … [Read more...]
A Year Of Living Dangerously
2011 was a year that everyone is happy to have survived. Some advertisers and networks crashed while others thrived. It was a year in which financial stability, ability to pay on time and the smarts to avoid legal issues became mission critical competitive advantages for many networks. All of these factors affected the new BLUE BOOK Top 20 rankings for performance marketing … [Read more...]
Why Can't Performance Marketing Be Worth $40 Billion?
People with bigger brains than my own are predicting that the online display ad market will grow from approximately $25 billion today, to more than $200 billion within the next few years. Almost all of that increase represents “new” online money, meaning that it will come from budgets that are currently focused on offline marketing channels and that will shift to … [Read more...]
Do Networks Offer Agency Services?
There are no affiliate networks that offer agency services. It doesn’t matter if they focus on CPA or lead generation, of if they are publicly traded or private. None of them offer agency services. Yes, I just said that, risking the ire of hundreds of networks. But I say it because it is true. And the reason is that networks are a just small piece of the agency … [Read more...]
Integrity Above All
As we all know, the performance marketing industry is growing rapidly. Due to economic conditions, more marketers are moving online and more online marketers are using the pay-for-results model to deliver the results they seek. Add to the mix the rapid pace of technological innovation and the desire for more brands and agencies to sink their teeth into our industry and … [Read more...]
Drew’s View
Drew Ianni spends most of his time talking to the biggest names in performance marketing about the biggest trends. So, what’s his take on it all?Anyone who’s ever thrown a big party has known that nervous moment when you wonder: what if nobody shows up.So it was for Drew Ianni, programming chairman for ad:tech, before the recent show in San Francisco. Sure, … [Read more...]
Shine a Light
It's been seven years since interactive agency Razorfish embarrassed itself on national television. When reporter Mike Wallace of CBS' "60 Minutes" asked the agency's co-founders what the company does, the answer was none too clear. Jeff Dachis, co-founder of Razorfish, said to Wallace, "We've asked our clients to recontextualize their business." Asked for … [Read more...]
Optimized for the Future: Q & A with Noah Elkin
Noah Elkin is the director of industry relations at iCrossing, which was recently named Best Search Agency of 2005 by industry trade publication OMMA. iCrossing, started more than nine years ago in Scottsdale, Ariz., is jumping into new arenas, such as the mobile search market, and expanding client services to include content creation and website design.Elkin is responsible for … [Read more...]
Look Ma, No Print: Q & A with Michelle Bottomley
Traditional Madison Avenue advertising agencies have taken their share of lumps lately. More companies are spending bigger bucks to advertise online than ever before. Overall spending on advertising is expected to reach $279 billion this year.That's a 5.4 percent jump over 2004. However, Internet advertising is forecast to grow 15 percent over last year and hit nearly $8 … [Read more...]