Blog Category: Trends in Advertising & Publishing

Review of “IAB’s Primer for Publishers on Improving Ad Viewability”

In March 2016, the IAB provided a primer for publishers covering the main variables of how to improve ad viewability. You will find a condensed list of best practices below. Main Takeaways: The primer suggests that it is the publisher’s responsibility to stay on the cutting edge of technological advances in viewability measurement. Furthermore, publishers […]

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This post is in: Best Practices, Online Publishing, Trends in Advertising & Publishing, Viewability

Date posted: April 4, 2016

Is Viewability Killing the Golden Goose of Loyal Audience?

Media prices have always historically reflected a price for the “opportunity to see” an ad, not a guarantee that the ad would be seen. However, some agencies have jumped on new technology that measures “viewability” as a means to renegotiate and pay only for viewable advertising. Any time you change compensation terms in an agreement, […]

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This post is in: Display Advertising, Tools & Technologies, Trends in Advertising & Publishing, Viewability

Date posted: February 18, 2016

PM360 Transcript of Rountable on RESULTS: The Future of Pharmaceutical Marketing

Check out Kathleen M. Gilligan’s transcript of the PM360 roundtable on RESULTS: The Future of Pharmaceutical Marketing. Mark Weiss, Director, Multi-Channel Marketing – Digital Hub Lead at Bristol-Myers Squibb, moderates. Here are some snippets of the transcript: Scott Weintraub: With all of the change occurring in healthcare, I found it very frustrating that many pharmaceutical […]

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This post is in: Advertising, Publishing, Trends in Advertising & Publishing

Date posted: January 20, 2016

PM360 Roundtable Webinar

Listen to the complimentary webinar from the authors of RESULTS: The Future of Pharmaceutical and Healthcare Marketing. See the free webinar now. Marc Weiss, Director of Multichannel Marketing at Bristol-Myers Squibb, moderates. Discussion points include: 1. Regional Marketing Approach – analyzing sales performance based on geography, population and other demographics in order to discover the […]

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This post is in: Advertising, Future of Marketing, Publishing, Trends in Advertising & Publishing

Date posted: January 13, 2016

2016 Benchmarks for U.S. Healthcare Publishers and Advertisers

Download the free PDF With new standards, the healthcare industry needs new benchmarks Since early 2015, healthcare marketers have been grappling with new viewability standards set by the Media Rating Council (MRC). Through various roundtables, articles, and webinars, the healthcare advertising industry has been trying to keep pace with MRC standards. Stakeholders include healthcare publishers, […]

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This post is in: Advertising, Data & Measurement, Mobile Marketing, Publishing, Trends in Advertising & Publishing, Viewability, Whitepapers

Date posted: January 12, 2016

The New Dynamics of Healthcare Marketing – Personalizing and Targeting

From RESULTS, Chapter 2, Digital Marketing The Conservative Mentality in Pharma Marketing is Slowly Changing The pharma industry is an example of conservative forces that are trying to protect a franchise. At a recent digital pharma conference, an executive of a major pharmaceutical company stood during the closing session to say essentially this: My head […]

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This post is in: Advertising, Future of Marketing, Trends in Advertising & Publishing

Date posted: December 8, 2015

AMA’s Ban on DTC Advertising could Push Pharma into Custom Digital Solutions

Concerns over escalating drug prices has prompted the American Medical Association (AMA) board to vote in support of banning direct to consumer advertising for prescription drugs and medical devices. The AMA is concerned about the growth in pharma advertising driving an unnecessary demand for brand name drugs. The association is also worried that anti-competitive behavior […]

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This post is in: Advertising, Traditional Advertising, Trends in Advertising & Publishing

Date posted: December 4, 2015

What is header bidding?

Using header tags, or header bidding, to replace the waterfall placement of managing feed partners is a powerful way to boost remnant ad space revenue by getting advertisers to compete in a truer auction over your impressions. In essence header bidding moves the auction from a second price auction (whereby the winning buyer wins, but […]

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This post is in: Ad Exchanges & Programmatic, Advertising, Best Practices, Header Bidding, Online Publishing, Tools & Technologies, Trends in Advertising & Publishing

Date posted: December 3, 2015

Pharma Marketers Must Adapt to the New Demands of Healthcare

Pharmaguy interviews R.J. Lewis about RESULTS. Here are a few of the questions R.J. answers: What are some of the biggest trends you are seeing in digital marketing today? There is a shift from targeting contextually to targeting based on an audience, how is this playing out in digital marketing and where is it heading? […]

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This post is in: Data & Measurement, Mobile Marketing, Trends in Advertising & Publishing, Video

Date posted: November 12, 2015

A Changing Marketplace

From RESULTS, Chapter 2, Digital Marketing Nobody can deny that the marketplace is in great flux. Audiences are shifting where they spend their time. Once, they got their information from radio, TV and newspapers, and they networked at dinner meetings. Today they are spending more time on web and mobile devices, consuming digital content. The […]

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This post is in: Future of Marketing, Trends in Advertising & Publishing

Date posted: November 10, 2015

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