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  1. Marin Software Adds Support for Russia's Largest Search Engine

    Marin says advertisers can leverage its platform to gain a better understanding of "how online ad spend on Yandex affects offline purchases," and that the flexibility and "open architecture" of the Marin platform allows data from call tracking...

  2. The Evolution of Audience Targeting: 3 Opportunities for Marketers

    This is unlocking a whole extra layer of targeting data for marketers to connect with valuable audiences offline while simultaneously using this data to optimize online campaigns. Facebook targeting in particular has become much more sophisticated...

  3. The Role of #Hashtags in Social Media and Search

    Now, hashtags appear online and offline – all intended to promote engagement. Yes, I said 'heard' because hashtags have now infiltrated contemporary culture and advertising campaigns. Hashtags are also a great way to present special offers, anchor...

  4. Smartphone vs. Tablet Commerce: 3 Essential Behaviors You May Be Overlooking

    Ad creative would then focus on an offline call to action relevant to the various brick and mortar locations, such as a coupon or limited time offer redeemable on premises. But today, many mobile campaigns are measured based on the assumption that...

  5. As Digital Ad Effectiveness Measurement Improves, Are Branding Ad Dollars Ready to Follow?

    Likelihood of visitation to the online/offline store. When campaigns are evaluated on a served impression basis, the reported lift metrics are diluted by all of the impressions that were delivered but never seen and therefore had no ability to...

  6. Mobile Marketing: Connecting With Your Audience on the Move

    Marketers should try to remove friction and bridge the gap between the online and offline worlds. Application download: This measurement is unique to mobile and marketers are starting to capture these types of metrics to optimize their campaigns.

  7. 3 Essential Mobile Ad Extensions to Get More Clicks from Mobile Devices

    Better measurement of ROI: Offer Extensions close the gap between online and offline activity considerably. With the recent announcement of Enhanced Campaigns, Google has made mobile advertising much easier for the average advertiser.

  8. Is Super Bowl Advertising Money Well Spent?

    Will they incorporate online and offline campaigns more effectively and improve the effectiveness of their Super Bowl ad expenditures? As media companies expand their digital content and ad insertion capabilities, especially in the area of video...