Is the View-Through a Relavant Campaign Measurement?
The View-Through (VT) is one of the most polarizing metrics in online advertising. Ask any experienced online advertiser (or agency staffer or ad vendor) and they will have an immediate and likely very firm opinion on its benefits or evils. This isn’t unusual for online metrics, most are contentious. But the VT is likely the most controversial. What Is … Read more
The Universal Truths of Online Marketing
I’ve been working in the Marketing field for about a decade. I have bought and sold advertising. I have done national and international work and I have overseen campaigns that include direct mail, out of home, radio, newspaper, events and in-theatre. But for most of those years, I have worked in the digital field. I … Read more
Learning from the Three P’s of Online Marketing
What are the “Three P’s” The three P’s of online marketing are Pills, Porn and Poker. To be more specific – the online pharmaceutical sales industry, the online pornography industry and the online gaming industry (in the case of the latter – sites run by non-government entities). Before I go further; I am not promoting … Read more
Increasing Online Ad Performance with the Rule of Quarters
The Rule of Quarters is a strategy I developed to improve performance of my campaigns. To be clear, this is for online advertising strategies that are solely focused on conversions – not branding. It’s also not a revolutionary idea – it’s simply another method of creating a well planned online marketing budget. What is the … Read more
