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What Makes A Winning Online Ad?


Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need". But what does it mean? It sounds a little odd doesn't it?

Does it mean that people are frivolous & go around making irrational purchases that don't meet their needs, before more serious ones that sustain them? Should you try to sell trivial goods first, & then follow up with those that are more substantial? Should you put games & entertainment on your home page, and flour & salt in your follow up messages?

No, that's not it.

What it is trying to say is that people buy for emotional reasons. Does anybody buy a Mercedes Benz just because they NEED to get from point A to point B? Do they buy it because they NEED all of the amazing gizmos, the heated leather seats & hand polished wood trim?

No, a person buys an expensive car that they don't need because it makes them feel important. You may be shocked when I say this, but I'm going to say it anyway. Luxury purchases are motivated by vanity, envy, pride, jealousy, & narcissism, even greed. And, there is nothing sinister, or wrong with it. That's just the way we are as human beings. It's what makes us tick. In fact, these emotions are behind all kinds of everyday purchases too.

Understanding how they motivate buying behavior is critical to selling.

Look at this ad for the Wall Street Journal. It's said to be one of the most successful advertisements in the history of the world, responsible for over $1 billion in sales.

Look carefully, & see how skillfully it evokes one or more of these powerful emotions. Try to get a sense of how you feel when you read it. ------------------------------------------------------

THE WALL STREET JOURNAL "TWO YOUNG MEN" LETTER

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable, and both - as young college graduates are - were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Have you ever wondered, as I have, what makes this kind of difference in people's lives? It isn't always a native intelligence or talent or dedication. It isn't that one person wants success and the other doesn't. The difference lies in what each person knows and how he or she makes use of that knowledge.

And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge - knowledge that they can use in business.

The letter closes:

About those two college classmates I mention at the beginning of this letter: They were graduated from college together and together got started in the business world. So what made their lives in business different?

Knowledge. Useful knowledge. And its application.

I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful. -------------------------------------------------------

This is a newspaper! It doesn't get much more mundane than that, but the same principle applies, do you see the power in it?

What we are talking about here are emotions that are inextricably tied to the universal desire for esteem that's hard wired into our nature as human beings. If you've got a pulse, you're under its spell. But here's the kicker. Most of the time, we are not even aware of the stimulus, only the response.

When you were reading the story about the graduates and the reunion, chances are, you were playing out your own meta program inside your head, and experiencing one of the esteem emotions. And it triggered your own personal desire to show the world what you could do, didn't it?

Esteem (to feel valued) is NOT a WANT at all. It is a basic human NEED almost as fundamental as food & water. Your prospect's hunger & thirst for it. Their emotions are the expressions of that craving.

If you can trigger them, & then associate satisfaction of the "esteem needs" with your product, you've got a winning ad!

Copyright 2005 Daniel Levis

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies - From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier. Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters! http://www.Advertising-Online-Strategies.com/ad-strategies.html


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. September / 18 / 2019

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Great advertising needs a place for both the winning formula and the unexpected  AdAge.com

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Amazon Rewrites the Conquest Advertising Textbook  E-Commerce Times

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9 strategies to craft creative advertising no matter the client  AdAge.com

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StreetEasy launches new agent advertising program  Inman

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AMZN Advertising: A Key Revenue Driver  Market Realist

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Ideoclick Becomes an Amazon Advertising Partner  Yahoo Finance

SEATTLE, Sept. 17, 2019 /PRNewswire/ -- Ideoclick, Inc., a full-*service* Amazon managed-services provider, today announces its inclusion in the Amazon ...


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Aarki Improves Advertising Relevance Through Advanced Personalization Strategies  Yahoo Finance

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Sojern's Report on Travel Advertising for Hotel Marketers Found Facebook Most Effective  eMarketer

For hotel marketers, Facebook continues to be the most effective advertising platform for targeting new audiences and driving brand awareness, according to ...


NRA Ramped Up Facebook Advertising Immediately After Mass Shootings in El Paso and Dayton - The Intercept
NRA Ramped Up Facebook Advertising Immediately After Mass Shootings in El Paso and Dayton  The Intercept

The National Rifle Association nearly doubled its spending on pro-gun Facebook propaganda for three weeks after the mass shootings in El Paso, Texas, and ...


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Inside McDonald's marketing changes, rising CMOs, and Quartz's membership model  INSIDER

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Do you remember these legendary advertising slogans from the past?  msnNOW

A catchy and memorable motto or slogan that sums up a company's ethos or strategy can be a super-powerful marketing tool. Yet some of the most recognized ...


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Study says New York schools losing out by banning advertising  WHEC

New York school districts are missing out on millions of dollars by banning advertising, according to a new report out Tuesday...


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Global In-app Advertising Markets, 2019-2025 - Market Forerunners are Apple, Microsoft, Google, Facebook, and Verizon  PRNewswire

DUBLIN, Sept. 17, 2019 /PRNewswire/ -- The "Global In-app Advertising Market (2019-2025)" report has been added to ResearchAndMarkets.com's offering.


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Meshh to Deliver Insight Into Delegate Engagement at Advertising Week New York  PRNewswire

NEW YORK, Sept. 17, 2019 /PRNewswire/ -- Spatial Intelligence specialist Meshh is partnering with Advertising Week New York, to deliver insight into delegate.


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FTC Warns Companies Against Unsubstantiated Advertising of CBD Products for Fibromyalgia  Dravet Syndrome News

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Facebook Advertising Looks to Expand Tool for Local News | 2019  INQUIRER.net

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Digital Marketing and Advertising Coordinator Job Opening in New York, New York  Publishers Weekly

Workman Publishing, an innovative independent publisher of nonfiction books and calendars, seeks a Digital Marketing and Advertising Coordinator to play an ...


CCPA Privacy FAQs: If a website participates in behavioral advertising, does Nevada privacy law require that it disclose that it is “selling” consumers’ information? - JD Supra
CCPA Privacy FAQs: If a website participates in behavioral advertising, does Nevada privacy law require that it disclose that it is “selling” consumers’ information?  JD Supra

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LEE | Stop Advertising Egg Donation to 'Smart Asian Women'  Cornell University The Cornell Daily Sun

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DTC founders' secrets: What all advertisers can learn from TV's latest force  AdAge.com

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The Herald wins 22 advertising, news awards  The Herald

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Oracle Launches CX Unity to Unify Advertising and Marketing Worlds  Yahoo Finance

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Digital advertising - how to tame an angry bear  Diginomica

Summary: Pursued by digital advertising? Time for regulation? Or more bureaucracy? Global concerns aired at a London conference. bear. 'Exit, pursued by a ...


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Haverhill Councilor Calls for Statewide Marijuana Advertising Ban; Plan Before Council Tonight - WHAV News
Haverhill Councilor Calls for Statewide Marijuana Advertising Ban; Plan Before Council Tonight  WHAV News

Haverhill City Council Vice President Thomas J. Sullivan says the city won't need to regulate marijuana advertising—as discussed last week—because he ...


The Case for Customer Lifetime Value-Centric Advertising - Retail Dive
The Case for Customer Lifetime Value-Centric Advertising  Retail Dive

Retail industry news, voices and jobs. Optimized for your mobile phone.


Pinterest, iCrossing, McGarryBowen: Meet The Drum Digital Advertising Awards US judges 2019 - The Drum
Pinterest, iCrossing, McGarryBowen: Meet The Drum Digital Advertising Awards US judges 2019  The Drum

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The Herald Bulletin wins 16 awards in state advertising contest - The Herald Bulletin
The Herald Bulletin wins 16 awards in state advertising contest  The Herald Bulletin

The Herald Bulletin won 16 awards, including eight first places in the Hoosier State Press Association's annual advertising contest.


Product Targeting: How It Can Help Amazon Advertisers, And How To Get Started - Forbes
Product Targeting: How It Can Help Amazon Advertisers, And How To Get Started  Forbes

Product targeting unlocks new strategic possibilities for ad campaigns and provides the potential to reach a larger and/or more strategically segmented ...


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5 Tips to Maximise Your Hotel Metasearch Advertising Revenue | By Patrick Landman  Hospitality Net

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Here’s How Amazon Will Impact the Entire Advertising Ecosystem  Adweek

A new Forrester report looks beyond the duopoly of Google and Facebook to show how the ecommerce giant is shaking up the ad tech industry.


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Edward Jones Launches "Champion of the Individual" Advertising Campaign  PRNewswire

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Borrell Data Reveals Critical Role Of Leads In Local Advertising, Marketing 09/17/2019  MediaPost Communications

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Google's ad business will be scrutinized like never before in antitrust investigation  CNBC

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Advertisers Will Spend a Lot More on Amazon in 2020, Forrester Predicts  Adweek

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Is Your Digital-Advertising Strategy Paying Off?  Kellogg Insight

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Why Fintech is the Next Ad Industry Disruptor: Creating Offline Transaction-Based Advertising  MarTech Advisor

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YouTube No Longer Counting Paid Advertising Views with Music Charts Calculation after Controversy - EDMTunes
YouTube No Longer Counting Paid Advertising Views with Music Charts Calculation after Controversy  EDMTunes

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B-17 Flying Fortress advertising doomed thousands aviators  We Are The Mighty

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Explainer: Advertising executives point to five ways Google stifles business  Reuters

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The Irish Times view of online political advertising: Democracy under attack  The Irish Times

AddThis Sharing Buttons. Share to Facebook Share to Twitter Share to Email App Share to LinkedIn Share to Pinterest Share to Reddit Share to WhatsApp.


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The Cat and Mouse Game Between Data Privacy Regulators and Online Advertisers: Data Privacy Trends  JD Supra

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Google, Facebook and Twitter are coy about Irish European election advertising  The Irish Times

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Why marketers struggle to integrate in-app advertising  AdAge.com

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Guide to Native Advertising  Columbia Journalism Review

Executive Summary | Introduction | Who Makes Native Ads? | Why Should We Pay Attention to Native Advertising? | Native Advertising and Journalism | Native ...


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Women’s World Cup Drew Nearly $100 Million in TV Ads  The Wall Street Journal

Advertisers shelled out almost $100 million on U.S. TV commercials in and around the 2019 FIFA Women's World Cup, exceeding expectations.


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Facebook said it would stop letting advertisers alter news story headlines in 2017, but it’s still happening  Marketing Land

In April, 2017, Facebook stopped allowing users and Page owners to alter news headlines shared via organic posts in an effort to stop the spread of ...


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Despite GDPR, Programmatic Advertising Is Still Growing in Europe  Adweek

Spend nears €17 billion while one U.S. outfit ends its European hibernation on Dmexco's opening day.


Google's advertising practices are being investigated by almost every U.S. state - AdAge.com
Google's advertising practices are being investigated by almost every U.S. state  AdAge.com

A group of 50 attorneys general opened a broad investigation into whether advertising practices of Alphabet Inc.'s Google violate antitrust laws.


Seth Dallaire leaves Amazon Advertising for Instacart to be CRO - Business Insider
Seth Dallaire leaves Amazon Advertising for Instacart to be CRO  Business Insider

Seth Dallaire, one of a handful of top Amazon Advertising execs, is leaving the company to join online grocery company Instacart.


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Lawmaker accuses Juul of illegally advertising vaping as a way to quit smoking  CNBC

E-cigarette maker Juul is breaking the law in advertising its nicotine pods as a safer alternative to traditional cigarettes and tool to help people quit smoking, said ...


7 Out-of-the-Box PPC Advertising Ideas You Should Try Now - Search Engine Journal
7 Out-of-the-Box PPC Advertising Ideas You Should Try Now  Search Engine Journal

Inject more creativity in your paid search campaigns. Use these seven out-of-the-box ideas that can help improve your PPC performance.


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Mobile Advertising Market is boosting Worldwide | Amobee, Apple, Chartboost  Indian Columnist

HTF MI Analyst have added a new research study on Title Mobile Advertising Market Insights 2019, Global and Chinese Analysis and Forecast to 2024 with ...


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4 Reasons Malvertisers Are Some of the Most Sophisticated Advertisers in the World  MarTech Series

Far from being crude spammers, malvertisers are sophisticated, smart, persuasive, and often more technologically savvy than many of their legitimate ...


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William Hill Advertising Campaign Reignites Responsible Gambling Debate  GamblingCompliance

William Hill's latest advertising campaign has sparked yet more debate in the UK about responsible gambling, as problem gambling groups, charities and ex-Sky ...


Facebook lets advertisers change news headlines - SiliconANGLE News
Facebook lets advertisers change news headlines  SiliconANGLE News

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Facebook Tightens Rules on Verifying Political Advertisers - The New York Times
Facebook Tightens Rules on Verifying Political Advertisers  The New York Times

Facebook said Wednesday that it was strengthening how it verified which groups and people place political advertising on its site, as the social network braces ...


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Advice For Cannabis And CBD Advertising and Marketing  Forbes

Jon Lowen, co-founder of Surfside.IO , a marketing platform in New York, works with cannabis industry companies on their marketing, branding, and advertising ...


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You guys suck! The dos and don'ts of comparative advertising  AdAge.com

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Microsoft Advertising Now Identifies Negative Keyword Conflicts in Shopping Campaigns - Search Engine Journal
Microsoft Advertising Now Identifies Negative Keyword Conflicts in Shopping Campaigns  Search Engine Journal

Microsoft Advertising has launched a report that identifies negative keyword conflicts in shopping campaigns.


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The Athletic Ventures Outside the Paywall and Into Advertising  Bloomberg

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Native advertising may jeopardize the legitimacy of newsrooms - Columbia Journalism Review
Native advertising may jeopardize the legitimacy of newsrooms  Columbia Journalism Review

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Swiss WorldCargo launches new advertising campaign | Air Cargo  STAT Times

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Google's Proposed Privacy Standards Are Also Friendly for Programmatic Advertising  CPO Magazine

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Cross Platform and Mobile Advertising Market Research, Key Vendors, Opportunity, Size, Trends Analysis And Regional Forecast To 2026  OnYourDesks

Verified Market Research represents the Cross Platform and Mobile Advertising Market 2026. Detail analysis of the parent market based on Key players, present ...


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What a Clean Room Means for Amazon Advertising  Adweek

Amazon is reportedly developing clean room technology to help its advertisers better understand the impact of their spend on consumer behavior—and shine a ...


Is Klaviyo the next HubSpot in the tumultuous new world of advertising? - The Boston Globe
Is Klaviyo the next HubSpot in the tumultuous new world of advertising?  The Boston Globe

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‘Consistency’ needed on broadcasting rules for political adverts - The Irish Times
‘Consistency’ needed on broadcasting rules for political adverts  The Irish Times

Strict political-advertising guidelines on broadcast media should be relaxed – watchdog.


Facebook Stock Will Trend Higher as FB’s Advertising Revenue Grows - Yahoo Finance
Facebook Stock Will Trend Higher as FB’s Advertising Revenue Grows  Yahoo Finance

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Digital Advertising And Marketing Strategies For Reaching The Modern Customer - Forbes
Digital Advertising And Marketing Strategies For Reaching The Modern Customer  Forbes

There are two key consumer behaviors and marketing tactics to keep in mind: how we shop and how we consume *content*.


With “Retargeted” Advertising, Sooner Is Better Than Later - Stanford Report
With “Retargeted” Advertising, Sooner Is Better Than Later  Stanford Report

At this point, no online shoppers should be surprised if they go sniffing around the internet for, say, a new handbag and find themselves, in the days and weeks ...


5 Microsoft Advertising Features You Might Not Know About - Search Engine Journal
5 Microsoft Advertising Features You Might Not Know About  Search Engine Journal

Learn to use five Microsoft Advertising features that can help set your campaigns apart, including some capabilities unique to this platform.


Despite Its Risky Reputation, In-App Advertising Is More Popular Than Ever - Adweek
Despite Its Risky Reputation, In-App Advertising Is More Popular Than Ever  Adweek

PubMatic's survey finds programmatic players seek refuge in private marketplaces.


Brian O'Kelley's Next Move Has Nothing – And Everything – To Do With Advertising - AdExchanger
Brian O'Kelley's Next Move Has Nothing – And Everything – To Do With Advertising  AdExchanger

What does physical commodities trading have in common with programmatic advertising? Quite a lot. So it makes sense that ad tech godfather and AppNexus ...


Advertising watchdog to take no further action over Treasury duty free ad - Yahoo News UK
Advertising watchdog to take no further action over Treasury duty free ad  Yahoo News UK

The advertising watchdog is taking no further action over complaints about a Treasury advert stating that duty free shopping will return in the event of a no-deal ...


Real beef: Saskie stock growers raise concerns with Riders over A&W advertising - 3downnation.com
Real beef: Saskie stock growers raise concerns with Riders over A&W advertising  3downnation.com

The Saskatchewan Stock Growers Association has beef with the Saskatchewan Roughriders. Real beef over fake beef. There is a new A&W commercial which ...


Aldi wins advertising complaint against Tesco following series of rulings against discounters - Yahoo News UK
Aldi wins advertising complaint against Tesco following series of rulings against discounters  Yahoo News UK

Aldi has won an advertising complaint against rival Tesco following a series of rulings against the discounters about price comparisons. Aldi lodged complaints ...


Climate facts subject to rules on partisan advertising in Canada - Science Magazine
Climate facts subject to rules on partisan advertising in Canada  Science Magazine

Environmental charities and campaigners in Canada's upcoming federal election this fall say they are facing new restrictions on how they talk about climate ...


NFL Signs Content and Advertising Deal With Reddit - The Wall Street Journal
NFL Signs Content and Advertising Deal With Reddit  The Wall Street Journal

The National Football League is adding Reddit Inc. to its roster of digital marketing channels as its new season begins, hosting a series of “Ask Me Anything” ...


Channel 4 strikes advertising deal with Sky - Telegraph.co.uk
Channel 4 strikes advertising deal with Sky  Telegraph.co.uk

Great British Bake Off viewers will be targeted by advertisers based on their location and financial profile under a new partnership between Channel 4 and Sky ...


Are 'Tesla-Killers' Free Advertising for Tesla? - Market Realist
Are 'Tesla-Killers' Free Advertising for Tesla?  Market Realist

Last week, Porsche unveiled its Taycan. While the model has attracted a lot of attention, it may also be providing a form of free advertisement for Tesla.


Inconsistencies found in online political advertising for 2019 poll – report - Belfast Telegraph
Inconsistencies found in online political advertising for 2019 poll – report  Belfast Telegraph

The research examined the political advertising activity on Facebook, Twitter and Google during the European election campaign.


5 tips to get started in podcast advertising - AdAge.com
5 tips to get started in podcast advertising  AdAge.com

Although there is a multitude of other factors to consider when campaign planning, these tips are a good starting point for diving in and getting the growth you're ...


Hong Kong International Airport Advertising: Smart, engaging, and intelligent OOH - Marketing Interactive
Hong Kong International Airport Advertising: Smart, engaging, and intelligent OOH  Marketing Interactive

The combination of tech, connectivity, data, the smart use of *content*, and collaborations and partnerships with advertisers and brands has made the outdoor ...


BritBox president: “We didn't consider advertising” - TBI Vision
BritBox president: “We didn't consider advertising”  TBI Vision

BritBox president Soumya Sriraman has brushed aside the possibility of an ad-supported model for the platform. “We didn't consider advertising,” Sriraman said ...


Introducing First Things First, Adweek’s New Daily Resource for Advertising, Marketing and Media - Adweek
Introducing First Things First, Adweek’s New Daily Resource for Advertising, Marketing and Media  Adweek

The newsletter will bring you the news, but also tips to help you do your job better.


Google, Facebook rebuff Russia over political advertising accusation - Reuters
Google, Facebook rebuff Russia over political advertising accusation  Reuters

MOSCOW (Reuters) - Google said on Monday that it supported responsible political advertising that complies with local legislation, after Russia accused it of ...


Microsoft’s Responsive Search Ads Now Available to All Advertisers - Search Engine Journal
Microsoft’s Responsive Search Ads Now Available to All Advertisers  Search Engine Journal

Microsoft is opening up its responsive search ads beta to all advertisers.


Twitter's 6-second rule means advertisers can pay for completed ad views - AdAge.com
Twitter's 6-second rule means advertisers can pay for completed ad views  AdAge.com

It's the first time the platform has a way to buy ads that only costs brands when viewers watch the whole commercial, if it's a short one.


Fake advertising: time for the platforms to act - Mediatel News
Fake advertising: time for the platforms to act  Mediatel News

Why do the fake ads that con platform users out of serious money seem not to concern our industry, asks Nick Manning. Good news for everyone. You can now ...


Twitter blocks state-controlled media outlets from advertising on its social network - TechCrunch
Twitter blocks state-controlled media outlets from advertising on its social network  TechCrunch

Twitter is now blocking state-run media outlets from advertising on its platform. The new policy was announced just hours after the company identified an ...


How to use Amazon and advertising to build a D2C startup - TechCrunch
How to use Amazon and advertising to build a D2C startup  TechCrunch

Entrepreneurship in consumer packaged goods is being democratized. This article focuses on customer acquisition, particularly Amazon and online advertising, ...


Digital advertising is in 'creative destruction' mode - AdNews
Digital advertising is in 'creative destruction' mode  AdNews

Brian Wieser at GroupM says digital advertising can't continue to grow as fast as it has done.


Here's what you need to know in advertising and media this week - INSIDER
Here's what you need to know in advertising and media this week  INSIDER

Companies like BritePool and Epsilon are capitalizing on marketers' need to prepare for privacy regulations.


Exploring the changing face of digital advertising | London Business News - London Loves Business
Exploring the changing face of digital advertising | London Business News  London Loves Business

Not long ago the percentage of global advertising spend that was dedicated to digital was minuscule. It has grown rapidly, year-on-year to a point where now ...


Browns OBJ's Times Square advertisement is savage Courtney Shaw 1:07 PM, Sep 15, 2019 - News 5 Cleveland
Browns OBJ's Times Square advertisement is savage Courtney Shaw 1:07 PM, Sep 15, 2019  News 5 Cleveland

A new Odell Beckham Jr. advertisement in Times Square is straight up savage.


Microsoft opens responsive search ads beta to all advertisers - Search Engine Land
Microsoft opens responsive search ads beta to all advertisers  Search Engine Land

All advertisers can now start testing responsive search ads in their Microsoft Advertising accounts. With responsive search ads (RSAs), first introduced by Google ...


These companies thank farmers in their advertising. Here’s what happens on social - AGDAILY
These companies thank farmers in their advertising. Here’s what happens on social  AGDAILY

Farm Babe wanted to raise awareness on what happens when marketing efforts thank farmers and hope this will be the new trend in advertising.


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