Integrating Online Media with Traditional Media
Marlene Kruelle, Associate Media Director

Do you know what results you are getting from your advertising campaigns? Perhaps you have had advertising in the local newspaper, magazines or on television or radio. Maybe you are unsure where your leads are coming from. Would you like to be able to track your leads that convert to sales? Online media campaigns provide quantifiable campaign results with leads, conversions, cost per conversion and additional metrics. Some of the different types of conversions are: an online sale, a lead, a registered visitor for your e-mail newsletter or a downloaded white paper. Before developing an online media plan, it is important to determine the campaign goals first, so that your agencies can recommend strategies to achieve those goals.

Integrating Online Media with Traditional, continued

First of all, don't forget to set your clocks an hour forward this weekend. Can you believe it's already time to spring forward? We have officially passed the first 60 days of the year and I hope that you are off and running with your 2008 goals. Definition 6 rounded out 2007 with a bang, winning several new clients and furthering our reach in a variety of interactive solution offerings. This month we are focusing on online media and optimization. In the article above, our own Media Director, Marlene Kruelle, reviews the basics and also provides a few must-do strategies if you want to be found by your customers. We have also included other media resources from the web below for your reading pleasure.

Enjoy and I look forward to your feedback as always.

Michael Kogon
CEO

Communication

10 Media Trends to Watch in 2008

By Mark Simon, Mediapost.com

1. Playing Monopoly (With Real Money)
Now that the Federal Trade Commission has approved the Google-DoubleClick deal, it appears that the online ad industry is poised to enter a new phase in which one big company controls the bulk of advertising revenues.

Collaboration

How to boost clickthrough rates 14,000%

By Susan Kim, imediaconnection.com

"I hate those shoot the monkey ads," replied my doctor when I explained to her what I do as the creative director of Advertising.com. Not the nicest bedside manner, but I've heard worse when I tell people that my team creates online ads.

With all the complaints about rich media, some advertisers wonder if it's worth it, especially when you consider the additional hassle of dealing with temperamental creative departments. Before answering, however, it's important to define exactly what it is.

Commerce

Weight Watchers Enlists Vlogger

by Kamau Hughes, Adweek.com

NEW YORK Weight Watchers wants to go viral. As part of its latest campaign from Interpublic Group's McCann Erickson here, the weight-loss company has hired Faint Starlite, a prolific video blogger.

Starlite, a 24-year-old woman from Milwaukee whose real name is Esther Brady, has been posting video blog entries since 2006 about a variety of topics, e.g., the economy, presidential politics and her weight loss after she joined Weight Watchers, which drew the client's attention.