Archive for May, 2007

Get Value-Added Online Placements From Offline Buys

Tuesday, May 29th, 2007 by Harry Gold

Both full-service and exclusive online firms constantly use the term “integration.” Typically what’s meant by “integration” is that online is fully integrated with off-. Full-service firms say their online teams are fully integrated with their offline teams, from creative to online media buying. Online firms claim they play well in the same sandbox with their client’s offline agencies and that an advertising-like state of nirvana is easily achieved.

The reality is though some agencies manage to pull off fully integrated campaigns, most fall short. When agencies fall short on campaign integration, the impact of the creative and the efficiencies from doing multiplatform media buys (especially from the value-added front) can be seriously decreased. Today, I’ll focus on the efficiencies in online media buying an agency can achieve by creating a “conversion crew.”Both full-service and exclusive online firms constantly use the term “integration.”

Read more at http://www.clickz.com/showPage.html?page=3625980

Tags:
Posted in ClickZ, Online Media | No Comments »

Boston.com Chooses Boston Firm Overdrive Interactive as Search Engine Marketing Partner

Tuesday, May 15th, 2007 by Harry Gold

Overdrive Interactive, a Boston-based full service search engine marketing and online media buying agency specializing in lead generation, brand building and customer acquisition, today announced that it had been selected by Boston.com to develop a search engine marketing strategy to drive more traffic and loyal users to the site. Boston.com is the official online home of The Boston Globe, New England Cable News and the New England Sports Network. Overdrive will specifically focus on the News, Real Estate, Arts & Entertainment and Travel sections of Boston.com for its paid search campaign.

Boston.com provides an array of resources, including local, regional and national news, entertainment, sports, travel, real estate and much more. It is a trusted local news resource, updating all breaking news and updates in real-time. It is the go-to source for all things Boston, and has grown to become one of the most visited regional portals in the country.

With the addition of search engine marketing and the help of Overdrive, Boston.com will continue to grow its visitor base and regular viewership of the site. Driving more qualified, relevant traffic to Boston.com through paid search will extend its influence both regionally and nationally.

About Overdrive Interactive
Boston-based Overdrive Interactive (http://www.overdriveinteractive.com/) is a full service online marketing firm that specializes in branding and lead generation services using search engine optimization, paid search management, online media planning and buying, email marketing, and web and application development. The agency serves a wide range of consumer and B2B Fortune 500 companies.

About Boston.com
Boston.com is one of the most visited regional portals in the U.S. and is part of The New York Times Company (NYSE: NYT), a leading media company with 2005 revenues of $3.4 billion. The New York Times Company includes the International Herald Tribune, The Boston Globe, 15 other daily newspapers, nine network-affiliated television stations, two New York City radio stations and 35 Web sites, including NYTimes.com and About.com. The Company’s core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.

Posted in Overdrive News | No Comments »

Pros and Cons of Google and DoubleClick

Tuesday, May 1st, 2007 by Harry Gold

Google, the Internet behemoth, is swallowing up a critical piece of the online advertising infrastructure — after devouring YouTube. Not only does it want to control the Web’s access points to content, it also wants to assert its control behind the scenes with the DoubleClick acquisition.

Microsoft is crying monopoly (that’s a new peak in irony), and most articles and points of view I’ve seen predict gloom, doom, and control.

Read more at http://www.clickz.com/showPage.html?page=3625716

Posted in ClickZ, Google, Industry | No Comments »