Publishers Talk About Audience Targeting With AudienceScience

Shar VanBoskirk

Coming to you live from the AudienceScience Targeting Summit in Las Vegas, a three day event for publishers and advertising talking about changes in display media and the value of targeting for both sides of the online advertising ecosystem: buyers and sellers.  My presentation was part of the publisher day (Day one is for publishers, day two for both publishers and advertisers, and day three for advertisers alone) and spoke to the findings of a custom study I worked on for Audience Science earlier this year.  The conclusions I shared today are:

  • Online advertising has significant growth in store
  • Audience and behavioral targeting will grow further advertiser investment in display media
  • And yet, advertisers still second guess display advertising value because it is so hard to take full advantage of (I walked through a laundry list of challenges online advertisers face like media proliferation, measurement challenges, $$ shifting downstream from branding to more direct sales channels, operations inefficiencies and limited staff)
  • So publishers must be ready to help create more automated, more dynamic, more data driven advertiser solutions to help advertisers overcome the challenges with using display today.

Live from the Omniture Summit: The New Principles of A Successful CMO

Shar VanBoskirk

Coming to you live this morning from the kick off keynote of the Adobe (nee Omniture) Summit in Salt Lake City.  And I'm pleased to report that so far the event is as thumping and hued in neon green as in years past. 

A nice change from past summits: Instead of discussing developments to Omniture's online marketig technology, today's Omniture keynote by Josh James is themed around "The New Principles Of A Successful CMO."  These are Josh's principles for how marketing execs can succeed.

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Adobe On Its Way To Being A Role Model For Interactive Marketers

Shar VanBoskirk

I just had a one on one with Adobe CMO, Ann Lewnes, a power house of interactive marketing energy for the combined Adobe/Omniture companies.

In her words, "Adobe's goal is to be the site role model of what the combined Adobe/Omniture suite of products can bring to any marketer's site."

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Bing/News Corp: Not a Game Changer

How Industries Spend On Interactive Marketing

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

I dedicate this blog post to anyone who has read Forrester's interactive marketing forecast and thought, "well that's great, but how are interactive marketers in *my* industry spending on interactive tools." I've just published the US Interactive Marketing Forecast By Industry, 2009 to 2014 which splices our interactive marketing forecast by 12 different industries including:

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Less Is More For MSN.com

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Last night Microsoft launched a new look and feel for msn.com to a limited number of consumers.  The new design will roll out to the mainstream in January.

Forrester got a sneak peak of the new-and-improved interface in October.

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Yahoo! Takes Baby Steps Toward Much Needed Search Improvement

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Yesterday Yahoo! announced enhancements to its search advertising business and consumer experience.  These enhancements include the following:

  • Enhanced reporting -- Advertisers will now be able to see how their search ads are performing on Yahoo.com compared to partner sites also serving Yahoo! search ads

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Omniture Aquisition Will Bring A Boost To Online Ad Measurement

Yahoo! Has The Right Mobile Priorities

Interactive Marketing Nears $55 Billion; Advertising Overall Declines

Shar VanBoskirk

I'm pleased to announce that Forrester's five year forecast is now complete and live on Forrester's site. It feels like this has been a long time in coming from my side too! Please see the full report for detailed explanations of the trends affecting overall marketing budgets and the growth of the channel in the forecast.

You may remember we previewed our forecast at Forrester's Marketing Forum at the end of April. If you cross reference this post to the one we posted as follow up to the forum, you will notice that the "% of all advertising spend" has changed. The absolute forecast is still the same, we just changed this calculation to make sure it was done in the same way as in years past. See below for the most recent release:

0,1590,144759,00

This research will certainly help marketers plan their channel strategies.

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