Fuor

The Evolution of Search

Tue, 25 Oct 2011 21:04 GMT

In 1993, the World Wide Web was made available to all. As there began a startling growth of new websites segmented toward particular categories, consumers needed a way to find and digest the information they were looking for—and fast. Enter the world’s first search engine titled Archie, which is short for “archive”. Archie searched for updates once a month, a lengthy routine that today’s engines and brands would find unbearable.

Search today is dramatically different than it was in the early days of the web. While the number of websites in existence have grown exponentially, unconventional search engines like Facebook or YouTube have also grown to be a popular way for consumers to gather more information.

This research brief will explain how search has evolved into a hub that’s been revolutionized for the world to gather information frequently and easily, with opportunities for advertisers to remain top-of-mind and relevant.

Targeting and Consumer Privacy: FUOR’s Policy

Thu, 14 Apr 2011 13:40 GMT

It is almost impossible to avoid the raging debate in today’s press surrounding online ad targeting and marketers’ use of consumer data. The senate is currently addressing concerns in consumer privacy through data collection and application of this tracked consumer information. Such legislation could potentially change the face of digital marketing as we know it. Although a more prevalent discussion in the past few months within mass media, Fuor Digital has positioned this debate as an internal priority for the past year and a half and implemented various solutions to further ensure the safety and non-intrusion of our clients’ media.

This document will address the specific initiatives Fuor Digital employs and will continue to execute on our clients’ behalf in regards to this industry wide issue. In order to provide context around Fuor Digital’s Consumer Privacy, Data Protection and Online Ad Targeting policy, we feel it is important to provide some background on targeting techniques employed in the industry and sources of data that is being used for some of this targeting.

Goodbye TV, Hello Video

Wed, 06 Apr 2011 15:46 GMT

For the majority of our history, video content has been controlled by the Big Three Television Networks: ABC, CBS and NBC. During the 1950’s and lasting until the early 1990’s, every hit series appearing in the top 20 Nielsen ratings was aired by one of these networks. From an advertiser perspective, it wasn’t as much a question of where to reach one’s target, but how.

The media landscape today looks dramatically different than it did in the 1950’s. As fragmentation continues to escalate, it’s more critical than ever that advertisers truly understand their target’s video behavior.

The following brief will discuss the digital video landscape with a focus on online TV viewership, covering growth trends, audience composition, major players, and why it’s more important than ever that advertisers start to rethink their video strategies.

Traditional Media or Digital Media? Both.

Tue, 30 Nov 2010 19:51 GMT

It is hard to believe that just five years ago the internet was still considered unchartered territory for a majority of advertisers. In the past three years, the growth in technology and the expansion of targeting capabilities has shifted the internet from the advertising vehicle once known for its direct response opportunities to a strong platform for marketers to build their brands and directly interact with their consumers.

The following brief will discuss marketers’ current media allocation process, the need for an evolution into true integration as well as ideas on how to make this a reality.

The Prime Opportunity Market: Males Online

Tue, 12 Oct 2010 20:15 GMT

Although “digital moms” and women in general seem to be getting the majority of attention these days when it comes to online media executions, the vast opportunity that exists to market to males should not be ignored.

New Technologies in Marketing

Mon, 16 Aug 2010 18:10 GMT

As marketers are constantly faced with technological innovations, it is important to understand how to utilize these marketing mediums in new and meaningful ways. This research brief highlights how new technologies, such as the iPad and augmented reality, can connect businesses with their consumers.

Behavioral Targeting: A Cause for Privacy Concern?

Mon, 16 Aug 2010 18:24 GMT

Advertisers are able to reach consumers with the most relevant information possible through behavioral targeting techniques that use "cookies". The misconception of what information is gathered through cookies and how it is then used by advertisers has resulted in government involvement. This research brief illuminates what personal information is collected from consumers and how it is used in behavioral targeting.

The Era of the Digital Mom

Mon, 16 Aug 2010 18:28 GMT

Digital Moms have evolved from a small niche demographic targeted on specialty sites, to one of the largest, most interactive, and technologically intelligent groups online. This research brief demonstrates Digital Moms' online behavior and how marketers can best reach them.

The Creative Impact on Performance

Mon, 16 Aug 2010 18:30 GMT

The most impactful element, in conjunction with media, to consider when developing a digital campaign is creative execution. The technology advancements in rich media, video, and dynamic creative have enabled quality brand interactions that at one time could only exist on a brand's website to now occur in the consumer's active online environment. This research brief focuses on a few of the creative tactics that will be heavily considered by marketers in 2010.

The Impact of Social Media Marketing

Wed, 01 Sep 2010 20:29 GMT

Social media is continuously evolving and has become a vital element of the digital media mix. This research brief provides an overview of how businesses are implementing social media campaigns to enhance client relationships, increase revenue, and enhance brand recognition.

The State of Online Video

Wed, 01 Sep 2010 20:35 GMT

Thanks to more and more Americans adopting video-enabled smart phones and internet-savvy behaviors, there has been an explosion of video content over the past few months. Online video is expected to continue this growth pattern and further expand its reach in the upcoming years. This research brief examines current online video demographics and user behaviors.

Marketing within Social Media

Wed, 01 Sep 2010 20:36 GMT

With all the buzz and hype surrounding the most exciting form of digital marketing today, it's easy to get caught up in the minor details. This month's research brief provides an essential overview of social media and a glimpse of trends to come from this ever-evolving form of media.

The Mobile Marketing Landscape

Wed, 01 Sep 2010 20:41 GMT

The proliferation of mobile technology into the hands of more than 267 million people around the world has created a new avenue for reaching out to consumers. With 49 million mobile web users, your website and online advertising can reach your consumer base anywhere, anytime, even when they’re in your store or in one of your competitors’. This month’s research brief will help you understand habits and trends of mobile users, and offers a few brief suggestions on how best to reach them.

Online Media Creative Messaging Best Practices

Wed, 01 Sep 2010 20:43 GMT

Increasing the effectiveness of your creative messaging can increase online media campaign performance significantly, so this month's research brief provides some insights into creative messaging best practices for online display advertising, email marketing, mobile phone marketing and rich media.

Gaming Audience Prime for Marketing

Wed, 01 Sep 2010 20:45 GMT

This research brief examines the exploding growth in all categories of video gaming. The gaming audience is no longer exclusive to the 12 -24 male, which opens new possibilities for advertisers who want to reach captive consumers. Gaming advertisements are increasing in popularity and receiving positive feedback from their viewers...

Conversion Attribution Research Brief

Wed, 01 Sep 2010 20:47 GMT

Measurement is the lifeblood of the online marketing industry. To gain ground on its traditional counterparts, early evangelists touted the medium’s advanced capabilities in tracking and ROI transparency. For the first time, advertisers knew actually how many people saw their ads and were able to track many Key Performance Indicators (KPIs) to help provide insight into how effective were their media choices

Fuor Digital’s Mobile Phone Marketing Brief

Wed, 01 Sep 2010 21:36 GMT

This mobile phone marketing research brief outlines some key trends and statistics as they relate to this booming opportunity for advertisers.

Mobile Phone Marketing Research Brief

Wed, 01 Sep 2010 20:49 GMT

Mobile phone marketing in the US has lagged behind other countries due to mobile infrastructure, consumer adoption of advanced mobile usage, and device limitations. While 2008 was deemed the year of Mobile marketing, it is more like the year mobile marketing begins its ascent in the US. This mobile phone marketing research brief outlines some key trends and statistics as they relate to this booming opportunity for advertisers.

Digital Media Remains a Key Resource for Finance and Investing

Wed, 01 Sep 2010 21:04 GMT

In this research brief we explore how digital media plays into the research of finance and investing. The brief provides key statistics around search engine marketing, online display advertising, demographics of online investment researchers and the use of mobile marketing for finance.

Reaching Higher Education Prospects Through Digital Media

Wed, 01 Sep 2010 21:06 GMT

Digital media has changed the way higher education is finding, attracting and keeping in touch with students. In this digital media research brief, we explore what little research exists about reaching higher education prospects through digital media.