Digital Advertising Resources & Thought Leadership - Basis Technologies

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2024 Basis AI Report Cover
Sep 18 2024

AI and the Future of Marketing

AI has begun to re-shape the marketing and advertising industries. Find out how in this comprehensive research report, featuring exclusive survey findings.
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The White House at night during the holiday season
Feb 26 2025

How the Trump Administration Will Impact the Digital Advertising Industry

Insights and analysis on how the new administration’s policies and priorities are likely to impact the digital advertising ecosystem.
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2025 Advertising Agency Report cover image featuring agency employees interacting
Apr 16 2025

2025 Advertising Agency Report

This report provides actionable, data-driven insights for leaders looking to navigate the advertising agency landscape in the years ahead.
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Latest Resources

How Standardization and Creativity Can Co-exist

In online advertising’s infancy, many publishers ran what we now call “native ad formats.” At the time, “ad format” referred solely to dimensions, as ads were either GIFs or JPGs. As publishers multiplied, the number of formats increased, and ad agencies started crying foul. They couldn’t keep up with creating the seemingly countless sizes needed for a diverse, wide-reaching media plan.

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Television vs. Digital – Place Your Bets

CMG Partners is a marketing strategy firm specializing in both digital and traditional media. Principal Craig Montgomery focuses on consulting, strategy and business development activities for his clients. While CMG does not partake in digital media logistics on a grand scale for its own operations, the firm helps clients with their digital media logistics. Montgomery has recently noticed what he calls an “interesting and fluid dynamic” between online and traditional media. “As Newton once said, ‘For each action there is an equal and opposite reaction,’” he notes.

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Multi-Screen Usage and How to Grow Small Agencies

A new Google study identifies two primary ways people use multi-screens: 1) Sequential – moving from one device to another to complete a single goal 2) Simultaneous – using multiple devices at the same time. These types of usage modes offer key insights to marketers. For example, the study found that nine out of ten people use multiple screens sequentially and smartphones are by far the most common starting point for completing a task (e.g. booking an online flight).

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Tap-ping into Consumer Engagement

Enticing consumers to engage even further with brands is the goal for most advertisers but, as we’ve learned with quick response (QR) codes in the mobile space, it can sometimes be a challenge.

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How to Enhance the Luxury Retail Experience with Mobile

Since mobile is a channel that consumers can choose to use in-store to enhance the physical shopping experience, it is the ultimate way for luxury marketers to interact with existing and potential customers on an opt-in basis.

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Internet, Tablets and Video Ads

The digital space has changed considerably over the last 10 years bringing tremendous opportunity. Mashable recently published an infograph highlighting the staggering growth, including internet users, usage, web sites, social networks, and more. We’ve come a long way. What can we expect in the next 3-5 years? How will the digital industry change?

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How to Measure Branding Campaigns: Conversion Tracking 101

As marketing continues to evolve, we as an industry are being asked to assign value to the actions that our advertising campaigns are driving. As we log and analyze these actions, we begin to assign value to them based on their impact on our overall branding objectives. It is important to not only focus on macro conversions, but also look at the micro conversions – the day-to-day activity that takes place to move your customers through the purchase funnel.
Continue on to read a brief tutorial on conversion tracking for the brand marketer…

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The Impact of Viewable Impressions and the Need for Multi-Channel Marketing

A viewable impression is the latest metric up for discussion in online advertising. Comscore recently published a whitepaper titled, The Economics of Online Advertising, which provides an in-depth overview of viewable impressions and their impact on the digital industry. What are your thoughts? Is this metric valuable to the industry?

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Creating An Integrated Digital Media Experience

Rocky Gunderson, formerly a founder of digital place-based media company SeeSaw Networks, recently opened a consulting company called SierraRock, where his many projects include bringing an innovative new healthcare application to market; helping a content management company expand its U.S. presence; and working with a manufacturing applications company to more effectively define its business strategy.

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