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Predictions for 2010


2005 puts us at the mid-point of the first decade of the new millennium. What will things look like at the end of the 1st decade of the new millennium in the world of advertising? I thought I'd project where the ad industry is headed and what 2010 (or sooner) might look like. This two-part article will take those discussions a few steps further. First, we'll look at a scenario that is likely to be common by 2010 when the heretofore separate worlds of TV advertising, search marketing, behavioral targeting and inventory yield management blend together. If you buy some of this scenario, it's interesting to look at the implications for ad agencies. In part two, I'll speculate on the likelihood of Google being the biggest "ad agency" in world. If you look through the prism I lay out, it will cause you to think differently about where the industry is headed whether or not you agree with some of the specifics.

Search marketing, Behavioral Targeting and Yield Management's alchemizing effect on TV advertising

The accountability and efficiency of search marketing, behavioral targeting and publisher inventory yield management can look pretty compelling to a media planner compared to the relative lack of trackability of a TV spot today. What happens when you combine the best of these worlds? Let's look at a scenario that might take place when these worlds are combined.

It may easy to write this off as the ramblings of a guy who has spent too much time in the technology industry but before you do that, consider the following:
? All major search engines keep a search history indicating your interests, needs, likes, etc.
? Forrester projects that over half of TV households with have a DVR device by 2009.
? Today, most DVRs keep track of what we could be considered a "search history" of everything that your household has watched and what you plan to record in the future.
? With your implicit approval, that "search history" of your TV behavior could be combined with your online search and surfing behavior which would create a profile that would be quite precise regarding your preferences and interests. Whether one company delivers all of this technology (e.g., Microsoft or AOL) or a deal is done between DVR suppliers and search engines, this can easily be accomplished.
? Most people's broadband Internet access is provided by cable companies today. Setting a cookie applicable to both the TV and internet access is relatively trivial.
? Tacoda, a leading behavioral targeting company, has over 80% of the North American Internet audience in their network. They have a wide variety of non-personal demographic information about their users.

So let's fast forward five years and look at a scenario with a couple in their late 30's we'll call Mike and Jill. Periodically, they talk about the need for a vacation but have had a hard time agreeing on a location. Jill's idea of a great getaway is a "spa weekend" with mud baths, cucumber bodywraps, aroma therapy and countless other "treatments" that sound like some form of torture to Mike. Meanwhile, what Mike would really like to do is make a trip to a Final Four as his alma mater is in the Top 10 and he's sure they are going to make it a long ways in the "Big Dance". Whenever he talks with his buddies about the "Big Dance", Jill is confused Mike has never liked to dance.

One thing they can agree on is their enjoyment of watching Alias together although they are watching Jennifer Garner for different reasons. The rest of Mike's TV viewing largely consists of watching ESPN, Fox Sports and ESPN2 so he can be smarter than his buddies when it comes to filling out his bracket. Meanwhile, Jill loves watching the Travel Channel and shows on other networks about "getaways" whether they are about "romantic getaways" or "girls' weekends".

During the week, Mike often eats his lunch at his desk while reading some of his favorite websites (www.foxsports.com, www.ESPN.com, etc.). He's checking out the latest rankings to see where his alma mater is ranked and analysis from experts on the "Road to San Diego" (the site of the 2010 Final Four). He notices one of the ads on the webpage he's reading is about a San Diego vacation. Though he's never been to San Diego, he knows it has a nice climate and gets the bright idea that he could kill two birds with one stone if he suggests that a trip to San Diego would be a nice place for a trip with Jill and another couple friend (the husband of that couple also happens to be a college buddy who enjoys hoops as much as he does). Suddenly, the $500 daily spa fee doesn't sound too bad for Mike if it means he can attend the Final Four.

Since Jill had Arizona in mind for a "spa weekend", he figures he needs to sell Jill on San Diego. He surfs over to his DVR home page to see if he can find some shows that highlight San Diego that he can highlight and record for Jill. It turns out one of the shows is in 30 minutes on the Travel Channel so he's able to record it for later viewing even though he and Jill aren't home at that moment. It also turns out that one of the past episodes of Alias had Jennifer Garner's character incognito at a beach party at the Hotel del Coronado in San Diego (she snuck into the private party by swimming in from the ocean in scuba gear with a party dress in stow).

Over dinner that evening, Mike brings up the idea of San Diego as a great location for a vacation and that late March is a particularly nice time to visit (failing to mention that the timing happens to coincide with the Final Four). He lets her know that he's marked some San Diego shows for her to watch including the Alias episode since they have a "Season Pass" for Alias (i.e., it records/stores all Alias episodes). Jill is surprised and impressed that Mike has gone to this trouble.

Meanwhile, let's take a look at what's going on behind the scenes. The cookie that the cable company has stored is keeping track of various actions that Mike and Jill are taking (sites they visited, shows they watched, searches they performed). This behavior is combined with the ad marketplace system running at Google or the particular search provider of choice. This system is similar to Google's Adwords system or Overture's Precision Match. In the future, it's likely to include "behavioral targeting" attributes as well.

In this ad marketplace, millions of similar actions are aggregated and offered up to what by 2010 will be millions of advertisers for sale in a real time automated auction. These marketers will have established their spending levels, behavioral and demographic profiles. In the time it takes for an average search to complete, several advertisements have already been sold against each of the programs recorded for Jill. On the media outlets' sites, they are doing additional optimization (aka "inventory yield management"). This optimization determines what the optimal type of ad to serve is. In one situation it might be a textual advertisement while in other cases, it might be a more traditional form of TV ad.

As Jill goes to watch the shows Mike has teed up, the ad delivery system is poised to take action. The way in which the ads are viewed will be dependent on the couple's billing preference with the cable provider (yet another yield management variable). They may have chosen the free cable option that requires them to watch ads at set periods. As the show starts, a number of advertisements appear at the bottom of the screen. A couple of these have a dollar sign next to them indicating that they can reduce their cable bill if they watch them. This is attractive particularly since Jill wants to watch them anyway since they are infomercials for a San Diego area spa. She can choose to watch them now or later.

Later on in the evening she checks her email before going to bed. The ad delivery system knows this is the same person who has been watching ads about San Diego area attractions so it serves up some discount offers for packages to San Diego which she emails to Mike with a message about how excited she is about going to San Diego. Who knew that an ad delivery system could enhance marital harmony?!

Will these sort of events transpire five years from now? My belief is that they are largely foreseeable. Undoubtedly, the specifics won't take place exactly like this, but it's not a huge leap to get to this place with consumers and businesses that are more than willing to benefit from the experience.

If you buy all or part of this scenario, what does it mean for the parties most financially vested in the ad marketplace - media outlets, ad agencies and marketers? It means further evolution in their business models. Perhaps the most radical impact will be on ad agencies that have already seen their business evolve. In part two, I'll make the provocative statement that Google will be the largest ad agency in the world by 2010. While this potentially ludicrous notion may not seem worth thinking about, viewing the ad agency business through a Google prism should cause ad agencies and their clients to experience profound insights.

If you want to have more fun with the previous scenario, you can weave in various other variables that include, but aren't limited to, the following factors:
? Product placement evolution. At one time there was a website that allowed you to buy products that were shown in TV programs. Think about that woven into the aforementioned ad marketplace. This is an evolution of what AdvertisingAge's Madison+Vine regularly reports on.
? User reviews. User ratings of various advertiser products could become another variable determining which ads get served. Amazon-like collaborative filtering can be facilitated thus increasing content consumption.

Will Google be the biggest ad agency in the world by 2010?
In part one, I laid out a future of how Internet-based advertising models will pervade the TV world. If you buy some of these factors, there are inevitable industry changes that will happen to the ad industry. I will make the provocative statement that Google will be the largest "ad agency" in the world by 2010. While this potentially ludicrous notion may not seem worth thinking about, viewing the ad agency business through a Google prism should cause ad agencies and their clients to experience profound strategic insights.

Dramatic industry shifts usually don't happen from obvious places. Ample evidence of that exists if you look at various businesses whether you look at the music business, the encyclopedia business, the newspaper classified business, the retailing business or many others. Companies that too narrowly define their competition inevitably have their business cratered from unexpected places. Aggressive, growth-oriented companies whether they are Google or Wal-Mart don't care about pre-existing industry dividing lines. If it wasn't them, some other organization would gladly eat away at incumbents' businesses even though the leaders of the change are attractive "bogeymen" for those under attack.

If you take a step back, the purpose of ads and search are to connect buyers with someone selling what buyers want (even if they don't know they want it yet). In both cases, fees are collected from the people who have something to sell for connecting them with buyers of those items. No one is rushing to categorize Google as an ad agency -- "they're in the Search business". You don't have to study Google very hard to realize they aren't limiting themselves to the "search business" which is increasingly hard to define in any case. It's important to recognize that Google isn't charging for search; their income is from advertising. As the old saying goes, if it looks and quacks like a duck, it is a duck. If they were considered an ad agency, they'd already be in the top 5 with a much stronger trajectory than any of the top 5 agencies.

You may be saying, "wait a minute, they are more like a media outlet than an ad agency" (which is largely true today) but withhold judgment for a moment and some interesting insights can be drawn. To begin with, they are already doing media planning if the business has a high volume of clicks and it's highly likely they are working on ways to make that easier (and thus scale to smaller advertisers).

If I walked into most offices of the leaders of the largest ad agencies in the world today and stated that Google/Yahoo/MSN are their competitors, at best I'd get a polite laugh. They may say that I don't "get" the ad agency business. Having been on both sides of the challenger/incumbent equation, I can say unequivocally that not "getting it" is usually an advantage for the challenger. The challenger isn't shackled by the current way of thinking and perhaps more importantly, the current business model. Like virtually every other company (especially a public company), Google and "their competitors" are inspired by what will make them the largest sum of money. Today, Google's revenues are advertising-based, but tomorrow they may have increasingly more characteristics associated with the agency business. Comparing some of the assets that agencies have versus Google is instructive. I'll put these in context of some of the criteria I used to evaluate the ad agencies that I worked with when I held large ad budgets.

1. Efficiency with my budget: When my team owned the relationship/budget with an agency, I counseled them to look for padding and inefficiencies as the model shifted from a commission-based model (which had its own issues) to a salary multiplier that seemed like a fair approach based upon the number of people on the account. Furthermore, it was hard to know how well the agency negotiated with media outlets to get the best CPMs. With Google's Adwords, you bid on how much you are willing to pay for a click which can range from pennies to dollars depending on the term. Google has a great feature where if you bid $1.50 for a click and the next highest bidder is $0.75, they'll adjust what they charge you to $0.76. This looks like a more efficient way of spending my ad dollars and infinitely more trackable.

2. Consumer insight/research: I've worked with some fabulous media buyers and account planners. Their ability to dive into various syndicated research to identify the media properties with the optimal demo/psycho-graphics often impressed me. However when you combine the almost unbelievable volumes of click behavior across many thousand websites that provides a very robust picture of brand motivation and preferences. It's an approach virtually any cold-blooded capitalist selling stuff would appreciate and is unrivaled by other means of capturing actual buyer behavior.

3. Ability to reach my target buyers where they "live": Google's Adsense offering (i.e., syndication of their contextual search ads) has major implications and makes them look an awful lot like a media agency. Not only does Google serve up ads on their own high-traffic site, they are syndicating their ads to virtually every nook and cranny of the web. As an advertiser, it gives them an efficient way to reach into highly targeted sites that would be impossible to buy in a manual manner. Anecdotally, I'm seeing Google ads on all kinds of obscure and relatively low traffic sites that happen to be highly relevant to me professionally or personally.

4. Ability to service local, regional and international markets: This has at least two dimensions: First, can you run particular ads for people who live in particular geographies whether that is England, New England or Boston? Second, is it easy to localize the advertisements themselves? Particularly on the first point, it's much easier to do this with Google than the machinations an agency has to go through to make it happen (e.g., working with dozens of different media outlets around the country/world). On the second point, it's comparing apples and oranges since localization of text ads is easy compared to localization of ads that involve more than simple text. That said, they cover many languages and countries today so it's a straightforward process.

5. Focus on driving results vs. their ego: Since much of the execution of a campaign on Google is strictly driven by machines, there is no ego involved. From time to time, one runs up against this dynamic with agency creatives where they are more focused on winning awards than selling your product.

6. Creative work: This is an area where it would appear that agencies have a clear advantage if for no other reason that the creative palette is very limited with Google today. If you look at some of the trends outlined in part one combined with increased bandwidth and broadband penetration in the next five years it seems inevitable that the Google creative palette provides won't be so limited. The advantage Google has in this scenario is that the cost to launch and test a new campaign is low so creatives can refine their creative and copy while avoiding the high stakes and slow turnaround of typical campaigns of today that are bogged down by approvals at the client level. This quick turnaround should shift creatives perspective from thinking of how limited their palette is to relishing the opportunity to get immediate feedback on campaign ideas that may be conceived of, executed and killed/expanded in less than a day.

7. Account service: This is an area where agencies should maintain a clear advantage for the foreseeable future as people-oriented service is a core part of their value proposition. As Google and others gain an increasing share of their customers' wallets, there will be an expectation of increased account service for large accounts. In a competitive market, Google will respond if Yahoo or MSN try to offer better service. This factor can diminish the inherent advantage agencies have.

8. Media neutrality: Most agencies like to claim media-neutrality but it's virtually impossible to find in practice. The core obstacle is that the client's budgets aren't media neutral. There are often different teams, let alone different budgets for different media - print, online, broadcast, etc. This makes it virtually impossible for agencies to be media neutral. The philosophy behind Google's technology is media neutral. It just so happens that it's all executed on HTML webpages right now. Take the notion of delivering ads in the content you prefer to consume, on the device (PC, mobile device, etc.) you happen to be using at the moment and delivering the most relevant ad at the moment you consume it and extend it beyond online. It's not hard to imagine this happening when your TV and radio have their own IP addresses along with your more traditional computing devices (this is already in process).

9. CRM: Marketers and agencies working on their behalf spend large sums of money to create and maintain an accurate customer database that helps paint a picture of their customers' behaviors, likes & dislikes, demographics etc. It's not unusual for a marketer to spend millions each year just keeping their database up to date with basic information such as addresses. Meanwhile, Google's customers do much of the maintenance work themselves as their cookies capture every web search, links you clicked on and when you did it. One area that Yahoo & MSN have a clear advantage over Google is a much larger database of demographic information via their email/IM users (certainly one of the drivers for Google launching Gmail to much fanfare). Combine the demographic information with the surfing and searching behavior, and there isn't an agency in the world who wouldn't die to get their hands on that rich picture of their clients' customers.

Conclusion
Is Google explicitly out to get the agencies' business? Unlikely. It just so happens that when you look at the natural progression of their activities, it ends up dramatically impacting the agency business. The ironic thing is that they are probably spending significant sales & marketing resources cultivating agency relationships with complete sincerity. Like many other successful businesses, over time they will have more and more channel conflict where parties who were previously 100% complementary start to step on each others' toes. In the end, Google won't look like an ad agency anymore than eBay or Craigslist look like a newspaper classifieds business, but they will capture money from the same customers as the business that they are pilfering. It's the agency leaders that should ask themselves what facets of Google's business do they need to develop or co-opt. Agency leaders would be wise to ensure they don't have blinders on regarding their current business and their partners, or they are liable to be victims of an inevitable force.

Dave Chase is a partner with Altus Alliance, which specializes in driving revenue traction for emerging businesses. Before joining Altus Alliance, Chase spent nearly 20 years in the industry with over a dozen years at Microsoft in various senior marketing and general management roles, including his role as MSN's managing director for industry marketing and relations. In that capacity, he was responsible for MSN taking a leadership role within the Interactive Marketing industry to grow Online's share of the overall ad market in concert with AOL, CNET, Yahoo!, Google and other market leaders.

Chase played leadership roles in launching several new businesses within Microsoft including Microsoft's entry into the enterprise software and server business which is now an $8B business. Starting at the dawn of the commercial Internet, he was integral in Microsoft's entry into consumer internet businesses that achieved both critical and financial success.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. March / 03 / 2021

Cloud Advertising Market Expected to Exceed $395 Billion By 2026 - PRNewswire
Cloud Advertising Market Expected to Exceed $395 Billion By 2026  PRNewswire

New Jersey Sues Smith & Wesson Over Its Gun Advertising - The New York Times
New Jersey Sues Smith & Wesson Over Its Gun Advertising  The New York Times

How to Start Creating the Change Advertising Needs - MarTech Series
How to Start Creating the Change Advertising Needs  MarTech Series

Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses - Deadline
Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses  Deadline

Pandemic ‘shecession’: Advertising industry grapples with women’s work-life balance - Digiday
Pandemic ‘shecession’: Advertising industry grapples with women’s work-life balance  Digiday

Even just a bit of advertising changes the game in word-of-mouth marketing: Whether selling products or communicating about vaccines, the tiniest bit of advertising changes the game - Science Daily
Even just a bit of advertising changes the game in word-of-mouth marketing: Whether selling products or communicating about vaccines, the tiniest bit of advertising changes the game  Science Daily

Midland's AMPM earns 7 American Advertising Federation awards - Midland Daily News
Midland's AMPM earns 7 American Advertising Federation awards  Midland Daily News

Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program - PRNewswire
Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program  PRNewswire

Roku to acquire Nielsen's advanced video-advertising business - MarketWatch
Roku to acquire Nielsen's advanced video-advertising business  MarketWatch

Retail advertising's growing pains - Business Insider
Retail advertising's growing pains  Business Insider

ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans - ABA Banking Journal
ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans  ABA Banking Journal

Maryland Digital Advertising Services Tax Delay Likely - The National Law Review
Maryland Digital Advertising Services Tax Delay Likely  The National Law Review

Massachusetts Legislature introduces digital advertising tax bills - Lexology
Massachusetts Legislature introduces digital advertising tax bills  Lexology

Maryland Passes Digital Advertising Tax, Now Being Challenged in Court - JD Supra
Maryland Passes Digital Advertising Tax, Now Being Challenged in Court  JD Supra

CURE Pharmaceutical's Subsidiary Sera Labs Launches National Television, Radio & Digital Advertising Campaign for Nutri-Strips Sleep A.S.A.P. - The Maryville Forum
CURE Pharmaceutical's Subsidiary Sera Labs Launches National Television, Radio & Digital Advertising Campaign for Nutri-Strips Sleep A.S.A.P.  The Maryville Forum

Targeted perimeter advertising for live TV broadcasts thanks to AI - Innovation Origins
Targeted perimeter advertising for live TV broadcasts thanks to AI  Innovation Origins

4 Marketing & Advertising Lessons Inspired By Dr. Seuss Classics - Digital Media Solutions
4 Marketing & Advertising Lessons Inspired By Dr. Seuss Classics  Digital Media Solutions

Prince William supervisors approve advertising tax rate that would hike bills - Inside NoVA
Prince William supervisors approve advertising tax rate that would hike bills  Inside NoVA

Carriers quarrel over 5G advertising - RCR Wireless News
Carriers quarrel over 5G advertising  RCR Wireless News

Piatt County advertising for new EMA director | News | journal-republican.com - Piatt County Journal-Republican
Piatt County advertising for new EMA director | News | journal-republican.com  Piatt County Journal-Republican

Disney Advertising Sales Unveils New Disney Real-Time Ad Exchange (DRAX) During First Tech Showcase - LaughingPlace.com - Laughing Place
Disney Advertising Sales Unveils New Disney Real-Time Ad Exchange (DRAX) During First Tech Showcase - LaughingPlace.com  Laughing Place

UHV NewsWire - UHV takes home three advertising awards - NewsWire
UHV NewsWire - UHV takes home three advertising awards  NewsWire

Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee - Milwaukee Business Journal
Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee  Milwaukee Business Journal

Rare Vintage Advertising Signs and Petroliana Selling at Auction Conducted by SOLDasap Auctioneers - PRNewswire
Rare Vintage Advertising Signs and Petroliana Selling at Auction Conducted by SOLDasap Auctioneers  PRNewswire

Advertising Services Market Size, Status, Growth Analysis and Future Scope 2021-2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Services Market Size, Status, Growth Analysis and Future Scope 2021-2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Global ERP Software for Advertising Agencies Market 2021-27 Demand, Sales, Revenue Deskera, SoftDoit, Orcale – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global ERP Software for Advertising Agencies Market 2021-27 Demand, Sales, Revenue Deskera, SoftDoit, Orcale – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Instacart Raises Millions To Accelerate Advertising And Retail Marketing Services 03/03/2021 - MediaPost Communications
Instacart Raises Millions To Accelerate Advertising And Retail Marketing Services 03/03/2021  MediaPost Communications

The Italian Advertising Self-Regulatory Body Has Issued A New Regulation On Food And Beverage Promotion To Protect Children And Healthy Eating - Media, Telecoms, IT, Entertainment - Italy - Mondaq News Alerts
The Italian Advertising Self-Regulatory Body Has Issued A New Regulation On Food And Beverage Promotion To Protect Children And Healthy Eating - Media, Telecoms, IT, Entertainment - Italy  Mondaq News Alerts

Contextual Advertising Market Is Expected Reach USD 535.5 Billion By 2027, Predicts Data Bridge Market Research – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Contextual Advertising Market Is Expected Reach USD 535.5 Billion By 2027, Predicts Data Bridge Market Research – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium - PRNewswire
Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium  PRNewswire

China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China - MarTech Series
China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China  MarTech Series

Disney Advertising unveils real-time ad exchange | - Advanced Television
Disney Advertising unveils real-time ad exchange |  Advanced Television

Cardlytics To Acquire Dosh To Bolster Digital Advertising Offering - MarTech Series
Cardlytics To Acquire Dosh To Bolster Digital Advertising Offering  MarTech Series

Webinar to discuss role of advertising in Cloud DVR - Broadband TV News
Webinar to discuss role of advertising in Cloud DVR  Broadband TV News

Digital Turbine Acquires Programmatic Mobile Advertising DSP Company Triapodi For $22.5M - Benzinga
Digital Turbine Acquires Programmatic Mobile Advertising DSP Company Triapodi For $22.5M  Benzinga

FTC orders e-cigarette firms to hand over sales, advertising data | TheHill - The Hill
FTC orders e-cigarette firms to hand over sales, advertising data | TheHill  The Hill

Amazon has been advertising its $15 minimum wage. It’s still driving down pay across the warehousing industry. - The Counter
Amazon has been advertising its $15 minimum wage. It’s still driving down pay across the warehousing industry.  The Counter

Sourcepoint Launches ‘Privacy Lens,’ to Drive Privacy-First Advertising Transactions - MarTech Series
Sourcepoint Launches ‘Privacy Lens,’ to Drive Privacy-First Advertising Transactions  MarTech Series

Outdoors Advertising Market Rising Demand 2021_2027 AdSpace Networks, AirMedia, Titan Outdoor – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Outdoors Advertising Market Rising Demand 2021_2027 AdSpace Networks, AirMedia, Titan Outdoor – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Aurora Mobile Partners with The Trade Desk to Provide Strong Support For Digital Advertising - MarTech Series
Aurora Mobile Partners with The Trade Desk to Provide Strong Support For Digital Advertising  MarTech Series

OVERNIGHT ENERGY: Texas sues power provider Griddy, alleging deceptive advertising and marketing | More states follow California's lead on vehicle emissions standards | Financial regulators home in on climate risks | TheHill - The Hill
OVERNIGHT ENERGY: Texas sues power provider Griddy, alleging deceptive advertising and marketing | More states follow California's lead on vehicle emissions standards | Financial regulators home in on climate risks | TheHill  The Hill

Spectacular Outdoor Advertising Market Report 2021 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 (Based on 2021 COVID-19 Worldwide Spread) – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Spectacular Outdoor Advertising Market Report 2021 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 (Based on 2021 COVID-19 Worldwide Spread) – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Programmatic Job Advertising Software Market 2021 Ongoing Trends with Most Demanding Players – Appcast, ClickIQ (Indeed), OnRecruit, Joveo, JobAdX, PandoLogic, Recruitics, Symphony Talent, TalentAds, Talroo – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Programmatic Job Advertising Software Market 2021 Ongoing Trends with Most Demanding Players – Appcast, ClickIQ (Indeed), OnRecruit, Joveo, JobAdX, PandoLogic, Recruitics, Symphony Talent, TalentAds, Talroo – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Digital Advertising Platform Cardlytics Set to Acquire Dosh For $275 Million in Cash & Stock - Crowdfund Insider
Digital Advertising Platform Cardlytics Set to Acquire Dosh For $275 Million in Cash & Stock  Crowdfund Insider

Interactive Advertising Market Applications, Leading Manufacturers, Analysis, Demand and Supply in Coronavirus Spread – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Interactive Advertising Market Applications, Leading Manufacturers, Analysis, Demand and Supply in Coronavirus Spread – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Global Online Video Advertising Market 2021 by Growth Factors, Applications, Regional Analysis, Key Players AdColony, YuMe, RevMob, and More… – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Online Video Advertising Market 2021 by Growth Factors, Applications, Regional Analysis, Key Players AdColony, YuMe, RevMob, and More… – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Hear that roar? U.S. Hispanic advertising agencies are on the rise at the Cannes Lions - AL DIA News
Hear that roar? U.S. Hispanic advertising agencies are on the rise at the Cannes Lions  AL DIA News

AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM - AiThority
AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM  AiThority

What is programmatic advertising and how does it work? - Kenosha News
What is programmatic advertising and how does it work?  Kenosha News

AC media students capture American Advertising Awards - KAMR - MyHighPlains.com
AC media students capture American Advertising Awards  KAMR - MyHighPlains.com

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

Supervisors advertise a 2-cent real estate tax increase - Inside NoVA
Supervisors advertise a 2-cent real estate tax increase  Inside NoVA

Jeep Wrangler: Earth Odyssey by Highdive Advertising | Creative Works - The Drum
Jeep Wrangler: Earth Odyssey by Highdive Advertising | Creative Works  The Drum

Traditional Advertising Agency Services Market SWOT Analysis by Key Players include: Epsilon, Televerde, 360I, COX Media, MDC Partners, WPP, Fred & Farid Group, Fuse, WPP, MullenLowe, Saatchi & Saatchi, Wieden Kennedy, VML, Sensis, 451 Agency - The Bisouv Network
Traditional Advertising Agency Services Market SWOT Analysis by Key Players include: Epsilon, Televerde, 360I, COX Media, MDC Partners, WPP, Fred & Farid Group, Fuse, WPP, MullenLowe, Saatchi & Saatchi, Wieden Kennedy, VML, Sensis, 451 Agency  The Bisouv Network

Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com - Business Wire
Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com  Business Wire

Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers - healthaffairs.org
Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers  healthaffairs.org

Molly-Mae Hague breaks advertising code for Instagram giveaway - This is Money
Molly-Mae Hague breaks advertising code for Instagram giveaway  This is Money

Paul Potratz took his advertising and marketing company fully remote, here's why - Albany Business Review - Albany Business Review
Paul Potratz took his advertising and marketing company fully remote, here's why - Albany Business Review  Albany Business Review

AC Students Earn American Advertising Awards — The Amarillo Pioneer - The Amarillo Pioneer
AC Students Earn American Advertising Awards — The Amarillo Pioneer  The Amarillo Pioneer

Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge - JD Supra
Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge  JD Supra

Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters - Adweek
Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters  Adweek

Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra - JD Supra
Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra  JD Supra

What Maryland's Digital Advertising Tax Means for You - Lexology
What Maryland's Digital Advertising Tax Means for You  Lexology

Global Online Display Advertising Services Market 2021 – Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Online Display Advertising Services Market 2021 – Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertising Services Market By Top Key Players Like WPP, Omnicom Group, Dentsu Inc., PublicisGroupe – The Bisouv Network - The Bisouv Network
Advertising Services Market By Top Key Players Like WPP, Omnicom Group, Dentsu Inc., PublicisGroupe – The Bisouv Network  The Bisouv Network

Maryland’s ad tax is here, and advertisers should look to their European counterparts for how to deal with it - Search Engine Land
Maryland’s ad tax is here, and advertisers should look to their European counterparts for how to deal with it  Search Engine Land

Quick Viewership & Advertising Insights for the Golden Globes - TVRev
Quick Viewership & Advertising Insights for the Golden Globes  TVRev

After Texas winter storm and outages, AG Ken Paxton sues Griddy for deceptive advertising - Fort Worth Star-Telegram
After Texas winter storm and outages, AG Ken Paxton sues Griddy for deceptive advertising  Fort Worth Star-Telegram

Experiential Advertising Agency Services Market to Witness Growth Acceleration during 2021-2027 | Deutsch, Televerde, Ansira, Antianti – The Bisouv Network - The Bisouv Network
Experiential Advertising Agency Services Market to Witness Growth Acceleration during 2021-2027 | Deutsch, Televerde, Ansira, Antianti – The Bisouv Network  The Bisouv Network

TV Advertising Is Usually Not Worth It - Kellogg Insight
TV Advertising Is Usually Not Worth It  Kellogg Insight

Black-owned Chicago advertising agency reflects on popular 70s TV commercials - WLS-TV
Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

Advertising Inkjet Printers Market 2021 Precise Outlook – HP, Canon, Epson, Xerox, Ricoh – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Inkjet Printers Market 2021 Precise Outlook – HP, Canon, Epson, Xerox, Ricoh – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Huskers take home 12 Nebraska advertising awards - Nebraska Today
Huskers take home 12 Nebraska advertising awards  Nebraska Today

J. Scott Franks, charismatic advertising executive, dies at 68 - The Philadelphia Inquirer
J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

Internet Advertising Market Growth, Opportunities, Cost Structure Analysis and Forecast Upto 2027 – The Bisouv Network - The Bisouv Network
Internet Advertising Market Growth, Opportunities, Cost Structure Analysis and Forecast Upto 2027 – The Bisouv Network  The Bisouv Network

Global Experiential Advertising Agency Services Market Top Players 2026: Deutsch, Televerde, Ansira, Antianti, MDC Partners etc. – The Bisouv Network - The Bisouv Network
Global Experiential Advertising Agency Services Market Top Players 2026: Deutsch, Televerde, Ansira, Antianti, MDC Partners etc. – The Bisouv Network  The Bisouv Network

2020 was a ‘wake-up call’ for TV advertising, says The Trade Desk CEO - CNBC
2020 was a ‘wake-up call’ for TV advertising, says The Trade Desk CEO  CNBC

Dissecting Daft Punk's influence on advertising 'Around the World': Opinion - AdAge.com
Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

How brands and publishers can partner on data strategies in the privacy-first digital world - AdAge.com
How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows - AdAge.com
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost? - Bloomberg
Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

Alphabet revenue up 23% as core advertising business shows strong growth - CNBC
Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

Here are the biggest Super Bowl advertisers of the last 11 years - CNBC
Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

17 big advertisers that are looking for new agencies right now - Business Insider
17 big advertisers that are looking for new agencies right now  Business Insider

Polish media suspend reporting to protest planned tax on advertising - POLITICO.eu
Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

Public Schools Are the Best Advertisements for Homeschooling - Reason
Public Schools Are the Best Advertisements for Homeschooling  Reason

10 Super Bowl spots from advertisers that don’t exist anymore - CNBC
10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times
Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Why small, indie, and creative is the 2021 advertising trend to watch - Fast Company
Why small, indie, and creative is the 2021 advertising trend to watch  Fast Company

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

Unilever to resume advertising on Facebook and Twitter - CNN
Unilever to resume advertising on Facebook and Twitter  CNN

What Big Tech’s scrutiny means for luxury advertising - Vogue Business
What Big Tech’s scrutiny means for luxury advertising  Vogue Business

The Digital Advertising Sector's Original Sin, And How We Must Atone - AdExchanger
The Digital Advertising Sector's Original Sin, And How We Must Atone  AdExchanger

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

The future of advertising: 9 things marketers should expect to see in a world of ad blockers - AdAge.com
The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

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