Ad Impact

3 Gaps In Your Ad Data: You Don’t Know What You Don’t Know

There are a lot of tools available to help you measure the performance of your ad media. You might get your analytics from Omniture, Doubleclick, or Atlas, all of which are great systems that can provide you with detailed performance information; but because of the way they’re designed, there are some things these reporting tools just can’t tell you, data that can only be effectively measured using a panel-based system.

Compete.com Crack Down: Sadly this appears to be working

Here at Compete we’re always looking out for new marketing and advertising techniques – and we found an interesting one recently.

The Web Isn’t Dead — But Research Is A Mixed Berry Torte

I was somewhat distraught about my career prospects when I read the proclamation on the front of Wired magazine last month: “The Web is Dead.” The articles supporting the title were interesting and by reading them, I realized that things were not as bleak as the cover line seems to be saying they are.

No String Attached! Who doesn’t love a free trial?

Free trials offer the best of both worlds.  Businesses and consumers both win. This summer, Netflix and Healthworks both wooed me with their awesome services, but in the end I just didn’t have enough time (or discretionary money) for either.  Sprint, on the other hand, offered me the most attractive option, and right at a time when my 2-year mobile contract had just ended, of an affordable data plan with

Old Spice? New Spice!

It’s summertime! ‘Tis the season for deodorant. And while you manly men out there are out doing manly men things, you should consider deodorant to be a MANdatory part of your grooming routine (just a mild suggestion…). While Old Spice used to conjure up fond memories of my grandfather, those days are long gone. Old Spice came out with some “great smelling commercials” in February 2010 that’s given Old Spice

LeBrondemonium! Did you feel it? Did you feed into it?

Last week, LeBron James had the majority of the sports world wrapped around his pinky. Pandemonium, really. (Wild uproar or unrestrained disorder; tumult or chaos) Especially in cities like Cleveland, Miami, Chicago and New York. Even if you "didn’t care," you knew about it. At the water cooler, on the train, at the bar, on the tv, in your RSS feeds; you heard the commentary, you had an opinion, even

Gulf Media Attention Spills Out Weekly

Since it began on April 20th, the tragic Deepwater Horizon Oil Spill has consistently made headlines each week. Whether it is an updated prognosis on the effects of the spill or another failed containment attempt, the media has reserved front-page real estate for the BP spill. On May 11th Compete wrote about the effects of the spill on the reach of target sites, but is the general public still interested?

Nissan Turns A New Leaf

In the short time window an online ad has to catch one’s eye, its ability to capture ones engagement within just a few seconds is imperative. Last Wednesday an advertisement for Nissan Leaf on the AOL homepage managed to do just that. The flash ad contained various images starting with that of a coffee cup with the phrase "the new fuel" appearing within the ad frame. Following phrases included "the

Using the Online Channel for CPG Product Launch: Yoplait Greek

How do you launch a new product in the $3.7B yogurt industry?  That’s a question that Yoplait, a General Mills brand, recently tackled with the launch of Yoplait Greek.  The Greek yogurt market already has several top competitors including Fage and Chobani.  However, Yoplait Greek managed to attract ninety thousand consumers to its site in the month of March.  That volume is 3x the number of visitors compared to the

Display Campaigns Drive as Much as 50% of Retailer Site Traffic

There has been quite a bit of talk in the online advertising community about attribution modeling which raises the question of how much credit the last ad should actually get when a user visits a site or performs a key purchase indicator?  Many companies are looking at attribution modeling to determine the true effectiveness of an ad beyond just what the click-through and direct response metrics portray.  The primary contention

XFINITY. Comcast without the baggage or something new?

On February 12th, 2010, Comcast launched a new brand name for its consumer wireline products, which include high-speed internet, television and landline phone service, dubbed: XFINITY.  Promoting "More Entertainment", "More Choices", "More Control", "More Speed", "More HD" and the promise to "transform your TV", XFINITY premiered in 11 markets where Comcast has completed infrastructure upgrades to accommodate the increases in bandwidth.\  Like many marketing launches, much of what is promised