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Marketing & Digital Advertising Blog

Articles, thought leadership, best practices, and advertising industry analysis from the Basis team.

Everything We Published on AI This Year

From trends to tactics, these AI resources will help marketers and advertisers unlock the full potential of this transformative technology.

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Blog Posts

The Main Event – Content vs. Scale

Ladies and gentlemen, in one corner we have Premium Content weighing in at high CPMs, guaranteed inventory and brand safety. In the other corner we have Scalable Audience Buying weighing in at low CPMs, performance-based inventory and questionable content. Which side are you on?

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Four Reasons to Invest in Digital

Consumers spend more time with digital vs. traditional media. Digital is magnetic. In the last five years, internet usage has risen by 121%, while offline channels (TV) either declined or remained constant. Key contributors to this growth include increased usage of mobile and social media as well as a shift to more online shopping experiences (nearly two-thirds of consumers shopped online in 2010).

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Eye-Opening Consumer Behavior Trends

I recently attended a MRCC (Media Research Club of Chicago) event with special guest, Bill Tancer, author of “Click: What Millions of People are Doing Online and Why it Matters.” Mr. Tancer provided a very entertaining and insightful look at online consumer behavior. Read more for a few highlights:

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Extend Your Capabilities to Accomplish More in the Future

AdAge - ANA Survey: 52% of Marketers Will Ask Agencies to Lower Internal Costs
This article accurately highlights many of the market challenges that agencies and advertisers face today. This quote is very telling: “Though the industry outlook is trending toward stability, marketers need to be careful not to simply rely on short-term answers to solve enduring budget issues.”

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Media Technology Company Centro Named #1 Best Place to Work in Chicago

CHICAGO, IL – April 4, 2011 — Today, Crain’s Chicago Business officially named Centro Chicago’s “#1 Best Place to Work” ...

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How to Connect with Consumers through Research

As the media landscape evolves and new competitors arise, advertisers are continually fighting through clutter to ensure their voice is heard among consumers. So, how do advertisers develop messages that resonate with consumers?

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VCs Love Web Data Firms

Read the Entire Story on Digiday

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The Mennonite Ad Guru

Read the Entire Story on Technori

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A Need for Efficiency in Digital Media

Last week, I attended the MRCC (Media Research Club of Chicago) “State of Media Today” seminar. I had the opportunity to network with many digital research experts. One interesting conversation that I had was with a former Media Director who excitedly told me she switched her career after working more than 10 years at an advertising agency. She was very candid about challenges she faced in regards to increased pressure and stress, limited resources (she was often a team of 1), higher client expectations and unbelievably large workloads. Simply put, she said, “I got burnt out.”

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