Marketing & Digital Advertising Blog

The most exciting change in the world of outsourcing has been the increased focus on services that are based on expertise augmentation and a genuine return on investment (which is why so many people want to use a different terminology).
And when we get into areas right at the cutting edge of revenue generation for clients, such as marketing and media, where clients need access to capabilities they may not currently have to gain a competitive edge, we can see where the future lies for the business services industry. One of our most talented analysts, Reetika Joshi, has been investigating the world of digital media and its major potential for third party services…

Groupon, Clear Channel and new start-up Elevate Digital are coming together in Chicago to make outdoor advertising interactive. Since December 2011, 38 kiosks around the city are encouraging passersby to claim local deals, engage in various apps and get social by connecting with their social media platforms.

Traditional media meets digital media to improve online ad targeting and relevancy, according to a recent AdAge article. A new product released by Datalogix, a data company, aims to let digital ad buyers target ads to people online based on the shows they watch on TV. It matches TV viewing data along with demographic and purchase-behavior data based on TV households, and then matches it up with online cookies. Is this a step forward in integrating traditional and digital media efforts?

The Olympic ceremonies have come and gone; medals have been won, and the live-streamed online content at NBCOlympics.com is up and running. Although the Opening Ceremonies were shown on a tape delay, much to the chagrin of the Twittersphere, they were the most-watched opening ceremonies of any Olympics drawing 40.7 million viewers.

According to eMarketer, one in three online consumers will have a tablet by 2014. With tablet penetration growing, new opportunities to capitalize on consumer behaviors arise. With 41% of U.S. adults listing “shopping” as a reason to purchase an iPad, and mobile internet accounting for nearly 10% of all online shopping sessions, consumers are becoming increasingly comfortable using tablets as a product research and purchasing tool.

We’ve been waiting for July 27, 2012 since the closing ceremonies of the 2008 Olympics and it’s finally here. However, today NBC has been met with a certain amount of backlash. In the digital age the expectation for instant satisfaction is prevalent in terms of media, news, and entertainment consumption, and NBC isn’t delivering.

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This week, Crain’s Chicago Business published an article titled, “Line between traditional ad agencies, digital upstarts blurs. It highlights the increasing need and demand for digital media. Today, marketers are no longer having one-way conversations with consumers via traditional channels. Instead, marketers and consumers are engaging in two-way conversations, where consumers are becoming active participants and secondary marketers via multiple digital screens. This is the future.

During American Idol’s widely popular Phillip Phillips’ season, Media Post published an article surrounding the success of a social Twitter campaign Flock to Unlock. This prime example of a healthy media mix leveraged traditional television to blow up the Twittersphere and create an earned trending topic around advertiser products. The combination of media channels created a well-rounded experience for engaged viewers, allowing them to easily connect with advertisers.