Advertising

Sponsored content and UK publishers

By Tony Hallett / October 15, 2012

We see that Business Insider is the latest of the big boys in web publishing to include sponsored content among regular editorial. It isn’t ditching ads – it has a…

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Irrelevant questions marketers ask

By Tony Hallett / September 5, 2012

Do lead-generation campaigns capture the right data? Some do but some are an example of how the changing nature of business clashes with the way marketing has long viewed the…

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What is engagement?

By Tony Hallett / August 1, 2012

‘Engagement’ is now a bullshit bingo word within the media industry. But irritation aside there must be a good reason why everyone appears to be ‘seeking engagement’, ‘measuring engagement’ and…

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Content’s secret weapon – shelf-life

By Tony Hallett / June 17, 2012

Question: For how long can you count content as an asset? Answer: Forever. OK, forever is a mighty long time, as someone once said, but you get the point. Recently…

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5 tips for doing custom content well

By Tony Hallett / May 22, 2012

The way some publishers approach custom content – as a dirty little secret – is regrettable. And I could use a stronger word. True, it is signed off by and…

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Marrying ads, search and expert editorial – Google ‘Sonos reviews’

By Tony Hallett / May 21, 2012

Spotted: an interesting ad on London Underground. No, that’s not the end of this post. Sonos, maker of the user-friendly, wallet-unfriendly streaming music systems for the home, has some display…

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