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November 2011
Marketing Mistake #15: Not Bidding on Your Branded Terms in Paid Search

THE MISTAKE: NOT BIDDING ON YOUR BRANDED TERMS IN PAID SEARCH

THE SITUATION

Marketers are always keeping tabs on their budget to see where they...

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Goodbye TV, Hello Video

By: Kay Wesolowski
PUBLISHED 04/05/11

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.

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