Think you can't make any real money marketing on social networks? Think they're really only branding tools? Think again.
I recently learned about a pretty cool online retailer and manufacturer of men's clothing that's gaining real marketing ROI from targeted ads on Facebook.
The company is called Bonobos, and it sells fashionable men's pants, shorts, swimsuits and shirts that cost less than most high-end brands.
The two-year-old company began using Facebook's online sales system in March 2008 to create ads targeted to demographic groups that were likely to be interested in its product lines. The Facebook presence works "incredibly well and is very easy to use," says Dave Eisenberg, the New York City-based e-retailer/manufacturer's chief of staff and acting vice president of marketing. "We could quickly create ads and target them to different regions, age groups, college backgrounds and work environments. We basically tailor our pitch to everybody in a unique way."
Bonobos also did some super targeting: Last spring, it launched a pair of pants with a Chicago Cubs theme in royal blue and targeted it to the demo that fit Cubs fans. The result? A grand slam: Bonobos sold 100 pairs and sold out within a month.
"This was the highest sales rate compared to any other advertising campaign we'd run before," Eisenberg says.
Right Clicking
Because Facebook's ad inventory isn't particularly expensive, clicks are a lot less expensive than any other form of online advertising Eisenberg's seen.
"With Facebook, you can find cost-per-thousand impressions for less than $1 for a very targeted, highly educated clientele, and that's not easy to find around the Web," he says. The system also allows for easy tracking. When customers click on Facebook ads, for example, they're directed to Bonobos' homepage or a landing page created for the ad that has a coupon affiliated with it. Bonobos adds a tracking code to the ad as well.
This past March, the company launched several styles of pants that it believed would work well with specific schools' sports teams. A pair of light blue pants, for example, was targeted to University of North Carolina fans.
"These all performed very well," Eisenberg says, adding that Bonobos plans to create similar promotions for the fall college football season as well.
Selling Via Social Media? Go On!
What we have here is proof that social media and social networking really work, especially if you use traditional direct marketing techniques in tandem with them — and if you target your ads to the right people.
[you can read more at http://www.allaboutroimag.com/article/targeted-facebook-marketing-pays-off-upstart-mens-apparel-merchant-407580_1.html]
Friday, June 19, 2009
IAB Proposes New In-Game Ad Measurement Guidelines
The Interactive Advertising Bureau issued a new draft of its in-game ad measurement guidelines yesterday. The release of the document, available on the IAB's site, begins a public comment period during which buyers and sellers will weigh in on proposed definitions and recording methods for PC, console, and Web-based game ad impressions.
In addition to providing a methodology for counting those impressions, the guidelines create a glossary of in-game advertising terms. These include "cool off period," which is similar in concept to frequency capping, and "occlusion," a visual obstruction to an ad. The document was released yesterday during the IAB Marketplace: Games event.
Little communication has come from the IAB's in-game advertising committee since it issued a Game Ad State of the Union report in the fall of 2007.
For logo-based ads, or ads containing a textual message, the document states an impression counts once a user has viewed an ad for a cumulative 10 seconds. However each fractional exposure has to be at least 0.5 seconds. The cumulative 10 second impression was first established by Massive several years ago, then became generally accepted in the industry.
"Ultimately this is something that the IAB put together to help sell in-game," said Dino Mytides, director, new media at Interpret LLC a measurement and market research firm that concentrates on the entertainment, media, and technology sectors. "It won't likely stay like this forever, but for now [the cumulative 10 seconds] is definitely where it should be."
(the article was originally published at http://www.clickz.com/3634095)
In addition to providing a methodology for counting those impressions, the guidelines create a glossary of in-game advertising terms. These include "cool off period," which is similar in concept to frequency capping, and "occlusion," a visual obstruction to an ad. The document was released yesterday during the IAB Marketplace: Games event.
Little communication has come from the IAB's in-game advertising committee since it issued a Game Ad State of the Union report in the fall of 2007.
For logo-based ads, or ads containing a textual message, the document states an impression counts once a user has viewed an ad for a cumulative 10 seconds. However each fractional exposure has to be at least 0.5 seconds. The cumulative 10 second impression was first established by Massive several years ago, then became generally accepted in the industry.
"Ultimately this is something that the IAB put together to help sell in-game," said Dino Mytides, director, new media at Interpret LLC a measurement and market research firm that concentrates on the entertainment, media, and technology sectors. "It won't likely stay like this forever, but for now [the cumulative 10 seconds] is definitely where it should be."
(the article was originally published at http://www.clickz.com/3634095)
Digital spending to fuel slower media growth - PwC
*Global spending growth seen accelerating in 2012-2013
*Digital growth seen taking share from non-digital forms
*US digital ad growth seen growing to 25 pct of total
By Gina Keating
LOS ANGELES, June 16 (Reuters) - Global spending on entertainment and media will reach $1.6 trillion in 2013 at a relatively sedate 2.7 percent annual average growth rate with growth in digital content offsetting declines in traditional media revenue models, PriceWaterhouseCoopers said on Tuesday.
The migration to digital entertainment will accelerate as companies seek efficiencies in advertising and distribution in a downturn and consumers want greater control and higher value, according to PricewaterhouseCoopers' Global Entertainment and Media Outlook: 2009-2013, released on Tuesday.
The report also showed declines in consumer and ad spending in some areas through 2011, with healthy growth returning in 2012-2013, and media companies struggling to attract revenue from fragmented and mobile audiences.
The U.S. entertainment and media market will ultimately grow at a 1.2 percent average annual rate to $495 billion in 2013, with Internet access and Internet ad sales leading the way, the five-year forecast for the media sector showed.
Growth of digital segments will sharply outpace the rest of the industry during the downturn and recovery, with digital revenues taking share from non-digital, the report showed.
Revenue declines throughout the forecast period were forecast for TV advertising, consumer and educational book and magazine publishing, recorded music, and newspaper publishing.
Overall U.S. advertising spending was expected to decline by a 1.7 percent annual average to $174 billion in 2013 from $189 billion in 2008, while global advertising in 2011 will be 13.3 percent lower than in 2008, the report said.
"The current decline in revenues is not because of declining demand," Bill Cobourn of PricewaterhouseCoopers' media and entertainment practice said. "In fact, demand for
(entertainment and media) appears to be increasing."
Mobile and digital platforms globally will expand at an average annual rate of 12.2 percent to reach $387 billion by 2013 while non-digital forms grow at a 1.2 percent annual average, the report said.
U.S. digital spending will rise to 25 percent of total industry revenues in 2013, from 17 percent in 2008, the report showed. Advertisers also will shift toward new media, boosting Internet advertising to 19 percent of U.S. advertising by 2013, from 13 percent in 2008, the report showed.
(you to read more at http://www.reuters.com/article/technology-media-telco-SP/idUSN1524587120090616)
*Digital growth seen taking share from non-digital forms
*US digital ad growth seen growing to 25 pct of total
By Gina Keating
LOS ANGELES, June 16 (Reuters) - Global spending on entertainment and media will reach $1.6 trillion in 2013 at a relatively sedate 2.7 percent annual average growth rate with growth in digital content offsetting declines in traditional media revenue models, PriceWaterhouseCoopers said on Tuesday.
The migration to digital entertainment will accelerate as companies seek efficiencies in advertising and distribution in a downturn and consumers want greater control and higher value, according to PricewaterhouseCoopers' Global Entertainment and Media Outlook: 2009-2013, released on Tuesday.
The report also showed declines in consumer and ad spending in some areas through 2011, with healthy growth returning in 2012-2013, and media companies struggling to attract revenue from fragmented and mobile audiences.
The U.S. entertainment and media market will ultimately grow at a 1.2 percent average annual rate to $495 billion in 2013, with Internet access and Internet ad sales leading the way, the five-year forecast for the media sector showed.
Growth of digital segments will sharply outpace the rest of the industry during the downturn and recovery, with digital revenues taking share from non-digital, the report showed.
Revenue declines throughout the forecast period were forecast for TV advertising, consumer and educational book and magazine publishing, recorded music, and newspaper publishing.
Overall U.S. advertising spending was expected to decline by a 1.7 percent annual average to $174 billion in 2013 from $189 billion in 2008, while global advertising in 2011 will be 13.3 percent lower than in 2008, the report said.
"The current decline in revenues is not because of declining demand," Bill Cobourn of PricewaterhouseCoopers' media and entertainment practice said. "In fact, demand for
(entertainment and media) appears to be increasing."
Mobile and digital platforms globally will expand at an average annual rate of 12.2 percent to reach $387 billion by 2013 while non-digital forms grow at a 1.2 percent annual average, the report said.
U.S. digital spending will rise to 25 percent of total industry revenues in 2013, from 17 percent in 2008, the report showed. Advertisers also will shift toward new media, boosting Internet advertising to 19 percent of U.S. advertising by 2013, from 13 percent in 2008, the report showed.
(you to read more at http://www.reuters.com/article/technology-media-telco-SP/idUSN1524587120090616)
Google's Grab for the Display Ad Market
For all its success selling text ads alongside search results, Google (GOOG) can't seem to make a go of it anywhere else in the ad world. In January, it shut down a two-year-old operation that sold print ads in newspapers. A few weeks later it abandoned an effort to buy and sell radio spots. And a TV ad project has been slow-going. To make matters worse, the economy has hit Google's mainstay search ads: First-quarter revenue growth of 6%, though better than many companies in the recession, is far below its high double-digit gains of years past.
In its hunt for new growth, the search giant is redoubling efforts to grab a bigger piece of the largest online ad market it doesn't control: display ads, the pictorial banners and videos that account for more than a third of the $40 billion online ad market. "Google has won the search battle, so its whole future is display," says Jay Sears, executive vice-president for strategic products and business development with online ad firm ContextWeb.
Google faces a tough challenge. Yahoo! and Microsoft's MSN have a huge lead in display ads, largely because they can put ads on their own pages of content, like Yahoo Finance and MSN Money. Google hopes to place more display ads on its YouTube site as well as on thousands of partner sites, from small blogs to The New York Times.
MATCHING ADS TO BUYERS
But it aims to do more than simply help BMW, say, plaster brand ads on car videos or car sites. The fastest-growing kind of display ads, called performance ads, work more like search. They allow advertisers to use data analysis and user-tracking technologies to match ads more closely to likely buyers and measure mouse clicks and other actions so advertisers pay only when ads deliver. Google spies an opportunity to apply its mathematical wizardry to make those ads even more effective. The idea is to make display ads useful knowledge instead of visual clutter. "It's like search—matching people with information they want," says Sergey Brin, Google's co-founder and president of technology. "It just happens to be promotional."
This summer, Google will begin demonstrating what may be its most potent weapon in this emerging battle: an overhauled version of the advertising exchange that it picked up in the $3.2 billion acquisition of DoubleClick last year. Ad exchanges are sort of like stock exchanges for online ads. Web sites put ad space up for auction, and ad agencies, armed with demographic and behavioral data about the people who visit those sites, bid to place ads for their clients' campaigns. Yahoo, Microsoft, and others also run exchanges.
Until now, Google's and DoubleClick's ad-placement systems used different software, so ad agencies had to cobble together programs to place, monitor, and measure ads. In the revamped exchange, they'll be able to use the two systems seamlessly, making ad buys simpler. At the same time, Google is pushing Web publishers, which have been wary of putting prime ad space on the exchange for fear of turning it into a low-value commodity, to pony up more space. In return, Google is expected to give Web publishers more control over pricing and who can bid on the space.
Google will also help advertisers and agencies buy ads more easily and quickly: When ad space with price and audience demographics matches those advertisers set for a particular ad, the spot runs instantly. "The exchange will allow Google to make a go of it in display," says Michael Hayes, executive vice-president and managing director of digital for ad agency Initiative. "It really turns the business model on its head."
The exchange is part of Google's overriding goal to make display ads, which can be expensive to create and complex to manage, so easy that even the smallest businesses can use them. "Google's vision is to grow the pie for everybody," says Neal Mohan, Google's director of display products. For instance, Google introduced a free Display Ad Builder last fall that lets anyone use simple building blocks to create an ad.
(you could read more at http://www.businessweek.com/magazine/content/09_25/b4136052151611.htm)
In its hunt for new growth, the search giant is redoubling efforts to grab a bigger piece of the largest online ad market it doesn't control: display ads, the pictorial banners and videos that account for more than a third of the $40 billion online ad market. "Google has won the search battle, so its whole future is display," says Jay Sears, executive vice-president for strategic products and business development with online ad firm ContextWeb.
Google faces a tough challenge. Yahoo! and Microsoft's MSN have a huge lead in display ads, largely because they can put ads on their own pages of content, like Yahoo Finance and MSN Money. Google hopes to place more display ads on its YouTube site as well as on thousands of partner sites, from small blogs to The New York Times.
MATCHING ADS TO BUYERS
But it aims to do more than simply help BMW, say, plaster brand ads on car videos or car sites. The fastest-growing kind of display ads, called performance ads, work more like search. They allow advertisers to use data analysis and user-tracking technologies to match ads more closely to likely buyers and measure mouse clicks and other actions so advertisers pay only when ads deliver. Google spies an opportunity to apply its mathematical wizardry to make those ads even more effective. The idea is to make display ads useful knowledge instead of visual clutter. "It's like search—matching people with information they want," says Sergey Brin, Google's co-founder and president of technology. "It just happens to be promotional."
This summer, Google will begin demonstrating what may be its most potent weapon in this emerging battle: an overhauled version of the advertising exchange that it picked up in the $3.2 billion acquisition of DoubleClick last year. Ad exchanges are sort of like stock exchanges for online ads. Web sites put ad space up for auction, and ad agencies, armed with demographic and behavioral data about the people who visit those sites, bid to place ads for their clients' campaigns. Yahoo, Microsoft, and others also run exchanges.
Until now, Google's and DoubleClick's ad-placement systems used different software, so ad agencies had to cobble together programs to place, monitor, and measure ads. In the revamped exchange, they'll be able to use the two systems seamlessly, making ad buys simpler. At the same time, Google is pushing Web publishers, which have been wary of putting prime ad space on the exchange for fear of turning it into a low-value commodity, to pony up more space. In return, Google is expected to give Web publishers more control over pricing and who can bid on the space.
Google will also help advertisers and agencies buy ads more easily and quickly: When ad space with price and audience demographics matches those advertisers set for a particular ad, the spot runs instantly. "The exchange will allow Google to make a go of it in display," says Michael Hayes, executive vice-president and managing director of digital for ad agency Initiative. "It really turns the business model on its head."
The exchange is part of Google's overriding goal to make display ads, which can be expensive to create and complex to manage, so easy that even the smallest businesses can use them. "Google's vision is to grow the pie for everybody," says Neal Mohan, Google's director of display products. For instance, Google introduced a free Display Ad Builder last fall that lets anyone use simple building blocks to create an ad.
(you could read more at http://www.businessweek.com/magazine/content/09_25/b4136052151611.htm)
Facebook to Begin Mediating Intractable Web Name Disputes
As has been widely noted in the blogosphere this week, Friday night Facebook will begin allowing users to register their own plain-language Facebook domain names, like facebook.com/bits.
Until now, Facebook’s profile pages were delineated by an awkward string of letters and numbers (”http://www.facebook.com/profile.php?id=500019730&”), which isn’t handily printed on business cards and doesn’t play well in search engines like Google.
Anticipating a frenetic land rush for the best names, Facebook says it will assign the new addresses on a first-come, first-serve basis, starting Friday at midnight, Eastern time. It is allowing trademark holders to fill out forms protecting their marks and says it will internally mediate all disputes.
Which may not stop things from getting ugly.
Icann, the Internet Corporation for Assigned Names and Numbers, has been in the thick of quarrels over Web site names for more than a decade and has watched companies and lawyers generate waves of lawsuits over coveted URLs. Things became so ugly that in 1999, it began requiring Web site registrants to agree to participate in binding arbitration if any third party asserted a claim over the Web address in question.
Discussing the challenges ahead for Facebook, Tim Cole, Icann’s chief registrar liaison, said that even careful mediation processes will not prevent skirmishes from breaking out, and wondered if Facebook knew what it was getting itself into.
“This sounds like the early days when Network Solutions started doing domain registrations, and they didn’t anticipate the nature of the trademark issues that started arising and weren’t prepared for the flurry of lawsuits they started receiving,” Mr. Cole said. “It wouldn’t surprise me if the same thing happened here.”
The creativity of Facebook users, said Mr. Cole (a member of Facebook himself), should not be underestimated. “When someone registers something like ‘Facebook.com/MicrosoftSucks,’ what happens then?” He added that Facebook itself could come under legal fire by an aggrieved party who is not interested in waiting for a perceived trademark infringement to be resolved.
“Unless they have a really distinctive way to prevent abuses from arising, I have to believe disputes will arise fairly quickly as soon as people start registering names,” he said.
(the article was oringinally published at http://bits.blogs.nytimes.com/2009/06/12/facebook-to-begin-mediating-intractable-web-name-disputes/)
Until now, Facebook’s profile pages were delineated by an awkward string of letters and numbers (”http://www.facebook.com/profile.php?id=500019730&”), which isn’t handily printed on business cards and doesn’t play well in search engines like Google.
Anticipating a frenetic land rush for the best names, Facebook says it will assign the new addresses on a first-come, first-serve basis, starting Friday at midnight, Eastern time. It is allowing trademark holders to fill out forms protecting their marks and says it will internally mediate all disputes.
Which may not stop things from getting ugly.
Icann, the Internet Corporation for Assigned Names and Numbers, has been in the thick of quarrels over Web site names for more than a decade and has watched companies and lawyers generate waves of lawsuits over coveted URLs. Things became so ugly that in 1999, it began requiring Web site registrants to agree to participate in binding arbitration if any third party asserted a claim over the Web address in question.
Discussing the challenges ahead for Facebook, Tim Cole, Icann’s chief registrar liaison, said that even careful mediation processes will not prevent skirmishes from breaking out, and wondered if Facebook knew what it was getting itself into.
“This sounds like the early days when Network Solutions started doing domain registrations, and they didn’t anticipate the nature of the trademark issues that started arising and weren’t prepared for the flurry of lawsuits they started receiving,” Mr. Cole said. “It wouldn’t surprise me if the same thing happened here.”
The creativity of Facebook users, said Mr. Cole (a member of Facebook himself), should not be underestimated. “When someone registers something like ‘Facebook.com/MicrosoftSucks,’ what happens then?” He added that Facebook itself could come under legal fire by an aggrieved party who is not interested in waiting for a perceived trademark infringement to be resolved.
“Unless they have a really distinctive way to prevent abuses from arising, I have to believe disputes will arise fairly quickly as soon as people start registering names,” he said.
(the article was oringinally published at http://bits.blogs.nytimes.com/2009/06/12/facebook-to-begin-mediating-intractable-web-name-disputes/)
Thursday, June 18, 2009
Political Cues in China Web Filter
BEIJING - Web-filtering software that the Chinese government will require on all new personal computers includes data files containing political keywords and Web addresses, suggesting it could block more than just pornography, say people who have studied the program.
A notice sent to PC makers last month said they must include the software with all new PCs shipped in China as of July 1. Chinese officials and the main developer of the software have said the purpose of the software, called Green Dam-Youth Escort, is to enable parents to prevent their children from viewing online pornography. But foreign industry officials and free-speech advocates have criticized the plan as an effort by Beijing to expand its censorship powers.
Isaac Mao, a fellow at Harvard University's Berkman Center for Internet & Society, said Green Dam data files have a broad range of political content, "much more than Falun Gong," the banned spiritual group.
Mr. Mao, who has seen the program's coding, said the words in the lists aren't necessarily blocked by the software. He said the blocking will appear inconsistent to users because the program includes mechanisms that activate and deactivate various functions. The software also appears to communicate with a centralized server, he said.
Shi Zhao, a prominent Beijing blogger, said he found data files with Chinese phrases such as "6-4 massacre" -- a reference to the Tiananmen Square crackdown on June 4, 1989 -- and "the celebration of Tibetan people."
Keyword documents in the software related to political content "are very big -- much, much bigger than those related to pornographic content," Mr. Shi said.
China's Ministry of Industry and Information Technology, which issued the Green Dam requirement, didn't respond to requests to comment.
Wang Jingcheng, deputy general manager of Beijing Dazheng Human Language Technology Academy Co., the developer responsible for Green Dam's keyword technology, declined to comment on reports the software blocks political content. He said earlier that it would block content "according to the law."
Bryan Zhang, founder of Jinhui Computer System Engineering Co., the primary developer of Green Dam, said the software serves no purpose other than filtering pornography. He said Jinhui compiled and maintains the list of blocked Web sites. "I know what is on my own blacklist," he said. Mr. Zhang declined to share the contents of the list of blocked sites, arguing that doing so would "promote" the Web sites.
Industry officials have also expressed concerns that the software could expose computers to viruses, or worse. Researchers at the University of Michigan, in a preliminary investigation, found programming errors creating "serious vulnerabilities that allow any Web site the user visits to take control of the PC," said J. Alex Halderman, a professor involved in the tests.
The government continued its defense of the software requirement on Thursday. State-run broadcaster China Central Television publicized a newspaper report that said a "vast number of parents and experts welcome the preinstalled green Internet surfing software."
But commentaries in prominent publications have expressed other views. On the Web site of the Communist Party newspaper, the People's Daily, a Peking University journalism professor, Xie Xinzhou, said blocking and filtering content shows the government is "treating all Internet users as children."
(the article was originally published at http://online.wsj.com/article/SB124474567529507107.html)
A notice sent to PC makers last month said they must include the software with all new PCs shipped in China as of July 1. Chinese officials and the main developer of the software have said the purpose of the software, called Green Dam-Youth Escort, is to enable parents to prevent their children from viewing online pornography. But foreign industry officials and free-speech advocates have criticized the plan as an effort by Beijing to expand its censorship powers.
Isaac Mao, a fellow at Harvard University's Berkman Center for Internet & Society, said Green Dam data files have a broad range of political content, "much more than Falun Gong," the banned spiritual group.
Mr. Mao, who has seen the program's coding, said the words in the lists aren't necessarily blocked by the software. He said the blocking will appear inconsistent to users because the program includes mechanisms that activate and deactivate various functions. The software also appears to communicate with a centralized server, he said.
Shi Zhao, a prominent Beijing blogger, said he found data files with Chinese phrases such as "6-4 massacre" -- a reference to the Tiananmen Square crackdown on June 4, 1989 -- and "the celebration of Tibetan people."
Keyword documents in the software related to political content "are very big -- much, much bigger than those related to pornographic content," Mr. Shi said.
China's Ministry of Industry and Information Technology, which issued the Green Dam requirement, didn't respond to requests to comment.
Wang Jingcheng, deputy general manager of Beijing Dazheng Human Language Technology Academy Co., the developer responsible for Green Dam's keyword technology, declined to comment on reports the software blocks political content. He said earlier that it would block content "according to the law."
Bryan Zhang, founder of Jinhui Computer System Engineering Co., the primary developer of Green Dam, said the software serves no purpose other than filtering pornography. He said Jinhui compiled and maintains the list of blocked Web sites. "I know what is on my own blacklist," he said. Mr. Zhang declined to share the contents of the list of blocked sites, arguing that doing so would "promote" the Web sites.
Industry officials have also expressed concerns that the software could expose computers to viruses, or worse. Researchers at the University of Michigan, in a preliminary investigation, found programming errors creating "serious vulnerabilities that allow any Web site the user visits to take control of the PC," said J. Alex Halderman, a professor involved in the tests.
The government continued its defense of the software requirement on Thursday. State-run broadcaster China Central Television publicized a newspaper report that said a "vast number of parents and experts welcome the preinstalled green Internet surfing software."
But commentaries in prominent publications have expressed other views. On the Web site of the Communist Party newspaper, the People's Daily, a Peking University journalism professor, Xie Xinzhou, said blocking and filtering content shows the government is "treating all Internet users as children."
(the article was originally published at http://online.wsj.com/article/SB124474567529507107.html)
Thursday, June 4, 2009
Affluent Set Gets Selective
Affluent Internet users are more active than ever on PCs and mobile devices -- but their spending zeal has been somewhat tempered by the recession, according to an analysis of recent data by eMarketer.
The number of "affluents" continues to grow, even in a severe recession. In March, 50.1 million people in households with incomes of $100,000 or more were online, up 3.4 percent from March 2008, per comScore.
In 2009, affluent households are evaluating future purchases carefully and have reined in spending. Investment strategies have switched to preservation of assets rather than acquiring new ones. Global sales of luxury goods are predicted to slide 10 percent in 2009 to $201 billion, according to Bain & Co. However, the habits and patterns acquired since the start of the recession are not expected to quickly revert to normal.
Luxury brand marketers must stay top-of-mind with wealthy Internet users by offering superior customer service, personalized products and exclusive offers and invitations.
Other marketers hoping to entice affluent consumers that are "trading down" must raise the bar in their online efforts, not by advertising so much as taking care to explain how their products or services fit in with the affluent lifestyle.
(the article was originally published at http://www.adweek.com/aw/content_display/news/agency/e3i4fb04ccd3a536c41bb519e44d941f41b)
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