Missed Media Opportunities: Industry Trade Shows

The Blog

Mary Sawyer
Vice President of Public Relations

Missed Media Opportunities: Industry Trade Shows

Think about it: Doesn’t it make sense to make an effort to educate media similarly to the way you’d educate a prospective customer?

Industry trade shows offer the opportunity for companies to demo their latest and greatest products and personally interact with thousands of customers and prospective customers. However, they are a major investment in terms of time and resources, so you definitely want to take full advantage of any reasonable chance to promote your business.

We often see companies miss a very good opportunity that costs them very little extra in terms of time and money: They forget about media opportunities. Some do consider media, but they put time and money into a very minimal effort and just a small piece of the puzzle such as assemble product information in a document, call it a press release and assume that media will understand and appreciate its significance.

I get it…with the logistics of producing, shipping and assembling the booth, equipment and handouts, booking flights and hotel rooms, scheduling work shifts and meeting with clients, there often isn’t much time left to think about media. Having worked dozens of industry trade shows on behalf of clients, I can guarantee that having a trade show media relations strategy definitely pays off.

Influential reporters, editors, publishers, bloggers, advertising representatives and analysts all attend these trade shows. They appreciate the time and effort you take to help them learn aspects of the industry that are important to their audiences. You may or may not get immediate media coverage, but the payoff can go far beyond the walls and the timeframe of the show.

As media become more aware of you, and you hear about upcoming topics to be covered, you’re building good relationships and becoming well positioned for future coverage. You have to have an organized approach, though, and work the show. There is a lot of competition for media time.

How We Do It

We find out which media is attending and reach out to targeted individuals ahead of time. Then we explain why a meeting is worthwhile and we coordinate appointments. Of course, we make certain that the person they are meeting is prepared with key messages and a media kit that has news and relevant materials.

We run interference if the company spokesperson is tied up with a customer. We track people down if there are miscommunications or if there are individuals who have not responded. Most importantly, after the meetings we follow up to ensure that no opportunities slip away.

Don’t let media walk right by your booth on their way to hear some other company’s product news. 
As you go over your planning checklist for your next big show, ask yourself if you are maximizing your potential for getting media coverage.

If not, let’s talk about it. Fill out the form below and we can set up a conversation.

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Trending from G/L: Ads in Colombia Sell Peace

The Blog

Randy Micheletti
VP, Director of Brand Strategy

Trending from G/L: Ads in Colombia Sell Peace

So let’s face it. When you think of advertising, you usually think of highly egotistical, Mad Men-style executives, or a bunch of overconfident hipsters sitting around their offices thinking of ways to push products on people. And yes, some of that is true. But in Colombia, advertising’s being used to save a country and its people.

It’s the power of changing minds that’s being used to try and put an end to a 50+ year war that’s killed hundreds of thousands of people and displaced millions of others. Yes, advertising is being used to help stop a revolutionary army hell-bent on overthrowing the government.

“This gives us the ohance to apply our skills to something that is fundamentally important to us, to our kids, to our country. We created campaigns and TV commercials that were all build to convince guerillas to surrender and, as important, to help the Colombian people accept them back,” Jose Miguel Sokoloff, Co-Chairman and Chief Creative Officers at MullenLowe SSP3 said in a statement.

Here are several campaign videos that show the amazing work that Sokoloff and his team are doing – and talk about results that truly count:

  • Over eight years, 18,000 guerilla fighters have put down their weapons and came home.

  • Negotiations between the fighters and Colombian government have started

  • The overall energy and spirit in Colombia is back again. Per Sokoloff, “If you had been there 10 years ago and you go today, you would say, this is a completely different planet.”

This quote really sums it up nicely:

“You have to find a truth in what you’re saying,” Sokoloff says. “And when you get there, when you find something, that’s something that you can actually hold onto and you can actually communicate, that’s the salvation.”

Pretty cool, right? Let us know if you have anything awesome you’d share with our team!

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Trending from G/L: Media Planning and House of Cards

The Blog

Ben Schwab
Art Director

Trending from G/L: Media Planning and House of Cards

Having that Big Idea is the backbone behind most impactful and memorable advertising campaigns. But, without the ability to properly expand that core concept across available modern media planning in a relevant and clever way, you are possibly squandering an opportunity to enter attention as part of the larger cultural conversation.

Case-in-point would be the work done over this last year promoting the return of the Netflix original series House of Cards. If you’re unaware of it, this popular Netflix bing-watch focuses on scheming politician Frank Underwood, played by Kevin Spacey, who manages to weasel his way to becoming president of the United States through a series backstabbing and nefarious acts. The show recently dropped its fourth season in March.

The media planning was designed to capitalize on the growing media attention given to the real world presidential election cycle by targeting political events and using them as a springboard to promote the reelection of the show’s main protagonist, Frank Underwood. By weaving mock campaign style ads for Frank into commercial breaks during televised events such as CNN’s Republican presidential debate, the spots became more of a topic of discussion in the following weeks than the content of the debate itself.

https://youtu.be/Se44ed4KBMA

The initial ads, which trended across Facebook and Twitter, focused on targeting aired debates and political events leading up to the show’s March launch date. They even went as far as to establish a “campaign headquarters” for the character’s election campaign directly across the street from where the GOP debates were held, bringing the mock campaign style of the television spots to the real world.

When all was said and done, this unique campaign managed to gain 6.6 billion impressions, the most successful launch of a show for Netflix to date. That’s the kind of seamless, timely integration that inspires us at G/L.

Geile/Leon generates tons of unique and captivating ideas like this for our clients every day. Contact us today to learn how we can help your brand tell a compelling story. And if you have any cool examples you want to share with us, we’d be more than happy to see them and chat!

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Geile/Leon Wins Two Telly Awards for Union Pacific Safety Initiative

The Blog

Mary Sawyer
Vice President of Public Relations

Geile/Leon Wins Two Telly Awards for Union Pacific Safety Initiative

Geile/Leon Marketing Communications has won two 2016 Bronze Telly Awards for online videos produced for a Union Pacific Railroad initiative that raised awareness about the safety concerns and legal implications of taking high school senior photos on or near railroad tracks.

Playing on teens’ desire to look “cool” and not foolish in front of their peers, G/L created two videos that likened railroad tracks to busy thoroughfares (such as highways and busy downtown streets) and asked teens a simple question: “You wouldn’t get your senior photo taken here…so why would you do it on the tracks?”

The videos, shared socially and digitally by Union Pacific, greatly resonated with their audiences. The videos have been featured in articles on popular photography sites including SLR LoungeFstoppers, and PetaPixel, and were also included as part of a Nightline ABC story.

“Changing behavior and perceptions through a campaign is no easy task,” said G/L President and Brand Strategist Tim Leon. “We were able to use social media content and two online videos to connect with both the teen and photographer audience. By producing such creative content, we were able to get widespread viewership and impactful results with a minimal budget.”

Leon explains that G/L presented the two concepts to Union Pacific in a rough cut format, but the story was so engaging that the client decided that additional work wasn’t required. With solid strategy, good creative and proper execution, he says, a campaign can exceed expectations and more effectively compete against campaigns with bigger budgets.

The Telly Awards was founded in 1979 and is the premier award honoring outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and online commercials, video and films. There were more than 13,000 entries from all 50 states and five continents. More information can be found here.

Display Advertising on the Decline? Well, yes and no.

The Blog

Geile/Leon Marketing Communications

Display Advertising on the Decline? Well, yes and no.

As marketers, we have the occasional tendency to overreact. Whether it’s a particular news story, an emerging trend or a new platform to try, we want to immediately immerse ourselves in the new info. It’s in our curious nature.

In the excitement, though, that “next big thing” can overshadow what’s currently working. So instead of taking a previous approach and adapting it for the current landscape, we can end up opting for completely new solutions. And with so many digital marketing avenues to choose from, it’s definitely easy to feel overwhelmed.

So when a number of people make the claim that display advertising is dead, or at the very least, is sharply losing its effectiveness, it’s bound to grab some attention:

“The banner ad is now (two decades old). It has become a symbol of all that’s wrong with online advertising. It is more often than not devoid of creativity; it stands out as an intruder on webpages; and it is mostly ignored by readers.”

While it’s true that banner ads from the 90s probably wouldn’t be all that effective if they ran today, it doesn’t mean that display isn’t still incredibly effective:

“Even with these predictions of doom and gloom from some marketers the investment in display advertising continues to grow. Ad blocking software isn’t slowing that down. One of the reasons why is simple — targeting, retargeting, machine learning, and programmatic approaches to serving up ad units is creating a much more efficient system. This helps increase brands’ return on investment.”

At the same time, a number of marketers are diversifying their digital advertising with a combination of site-direct buys; programmatic opportunities, social media distribution as well as a strong push from sponsored content and native advertising.

This is even before considering different types of mediums, including images, video, infographics and other digital properties and how they plan to continue adapting to reach a wider, yet more targeted audience.

If you’re trying to figure out the best digital marketing mix for your brand, we’d be happy to chat and share what we know. Just drop us a line anytime.

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Trending from G/L: The Future of YouTube Advertising

The Blog

Luke Smith
Senior Account Executive

Trending from G/L: The Future of YouTube Advertising

We have all seen the pre-video commercials on Google’s YouTube that play before your chosen content starts up. And we all probably wait for the very moment that we can click the “Skip Ad” button . While YouTube has been around for over 10 years, commercials have only really been prevalent for 5 years or so.

With anything relatively new, there is a learning curve and marketers are beginning to understand that this format should not be treated like a normal TV spot. It requires a different thought process.

“Storytelling has changed. With television, there is a beginning, middle and end. A digital campaign- there is no real end. Once you put it out there, what it becomes is another part of the idea…” stated David Droga, Creative Chairman of Droga5.

Emily Anderson, Creative Director at Ogilvy added, “The number one thing would be, who do you want to watch it? And then start there and work backwards.”

As the storytelling aspect of YouTube advertising is refined, it should be noted that the formats are ever evolving and marketers will need to adapt as new technologies emerge.

New Advertising Technology Coming to YouTube

Standard YouTube commercials may quickly become a thing of the past as new formats are developed. Jaunt is working with Bud Light to introduce experiential, 360-degree video ads to YouTube.

https://www.youtube.com/watch?v=D-Wl9jAB45Q

As Virtual Reality becomes mainstream, Google’s YouTube is at the front of the pack of early adopters. The new technology allows viewers to not only view the video but also interact and experience it by enabling them to drag and view the entire scene in a 360-degree radius.

https://www.youtube.com/watch?v=79uA-gHvw18

YouTube Ads product manager JR Futrell states that the new 360-degree format is “a truly mobile-first video ad product,” – something worth noting considering half of YouTube’s views come directly from smartphones and tablets.

Major consumer brands are jumping on-board and gradually perfecting the art of storytelling through these new, unique formats. Nike, A-B InBev and Coca-Cola are examples of some of the brands leading the charge.

But what’s next? As VR headsets become more prevalent, brands, and content providers alike, will be able to provide even more immersive and interactive experiences. Google already has a cardboard VR headset that you can place your phone in to get the full experience and it costs next to nothing to obtain one.

As VR hardware like Oculus Rift becomes more readily available (and cheaper), the possibilities for delivering VR content are truly endless.

If you’re interested in learning more about the newest advertising technologies and how they can help your brand, shoot us a message.

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Trending from G/L: Does YouTube have a legitimate online video competitor in Vessel?

The Blog

Geile/Leon Marketing Communications

Trending from G/L: Does YouTube have a legitimate online video competitor in Vessel?

Since 2006, YouTube has been the go-to site for online video streaming and in the past decade, the attempt to throw YouTube from its streaming throne has been feeble at best. Sites such as Vimeo, yfrog (yeah, it does video, too) and Flickr exist, but simply can’t boast the multitude of traffic YouTube can. With high traffic comes a strong marketing presence, so how can anyone expect to compete with the ad-logged, Google-owned giant?

Former Hulu CEO Jason Kilar believes he has an answer in Vessel, a new video hosting service that offers early access to new releases for just $3 per month. So how does Vessel gain early access to highly sought vids? By offering higher pay to top creators who agree to post to Vessel first.

YouTube stars make their cash from marketers that advertise before their videos. In turn, YouTube gets paid, and the video creator gets a cut.

Felix Kjellberg, also known by his YouTube moniker, PewDiePie, reportedly earned $7 million dollars making videos in 2014. The guy has nearly 38 million followers and 9 billion views—that’s more than Taylor Swift.

How’d Kjellberg get famous? Playing video games and hollering at the screen, of course. As it turns out, Kjellberg’s gamer-style antics attract the youth and young adult market. As young people watch less and less cable television, marketers have fewer and fewer qualms spending dough online.

So if Vessel officials could convince the likes of Kjellberg to transfer from YouTube, they’d pull a chunk of viewership as well, right? Theoretically, with each subscriber jumping the YouTube ship would bring $3 a month to Vessel.

That means if just half of Kjellberg’s subscribers were to sign up with Vessel and pay for early access, Vessel would gross close to $60,000,000 monthly from subscriptions alone. Accounting for outdated, underwhelmed, or accidental subscribers, bringing half of Kjellberg’s following is a lofty goal—maybe even unrealistic. But this example indicates the absurd amount of money that can be made by, with, and from these online video stars.

Anna Akana, a 25-year-old comedian with 1.2 million subscribers, is already on board with Vessel. According to an interview with NPR, YouTube takes about half of Akana’s revenue from advertisements.

“YouTube revenue has been tanking… I’m making 20 times more with Vessel for doing the same amount of work, if not less, than with YouTube,” Akana said.

It appears Vessel is doing exactly what needs to be done to compete with YouTube—headhunt top earners by offering a pay bump they can’t refuse.

While I find it hard to believe that Vessel, or anyone else, can replace YouTube entirely, I predict it’s only a matter of time before someone finds a comfortable spot in the “premium” online video hosting niche.

And yes, I realize “premium online video” is a bit of an oxymoron in itself, but that’s where we’re at these days.

The online video landscape has been changing dramatically in recent years. Want to make sure you’re not falling behind? Contact us and we’ll be happy to chat.

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Programmatic Buying: How Media Is Changing

The Blog

Meg Strange
Senior Account Executive

Programmatic Buying: How Media Is Changing

There’s a buzzword flying around the advertising industry these days, one that has a value of nearly $15 billion in 2015. No, I’m not talking about #Kimye (not even close). I’m talking about #programmatic.

Heard of it? Yes. 

Know what it means? Yes…I think…maybe…kind of? No…not really.

…Don’t worry, you’re not alone.

Programmatic media buying is the hot new gossip in advertising. It’s new, it’s shiny, it’s mysterious and naturally, like with most gossip, everybody wants a piece of it. But does everybody understand what it is or why they want it? Not exactly.

Well fear not, my friends, for I am about to bring you into the inner circle, define what programmatic buying is, and explain why it is projected to account for over 25% of digital advertising revenue in 2015.

“That’s right, Dorothy.”
“That’s right, Dorothy.”

But let’s look away from the dollar signs for a minute, because programmatic media buying goes far beyond the colossal projected revenues associated with it. Programmatic represents the industry’s gradual adoption of a completely new way of buying digital media that could revolutionize and alter the way media across all mediums is targeted and purchased.

What is it?

Programmatic, by definition, is the data-driven, automated process of buying digital advertising. Gone are the days of exchanging phone calls and emails and IO’s with sales teams, now replaced by…well…acronyms.

Specifically: PMP, DSP and RTB. Also known as the driving forces behind programmatic ad buying.

If you love tech speak as much as me (note: sarcasm), then you’ll love these definitions even more:

Private Marketplace (PMP) is a marketplace where specific, premium publishers make their inventory available to a select group of buyers. Unlike the traditional site-direct buy, PMP’s offer buyers access to these inventories via ad exchanges called DSP’s.

Demand-Side Platform (DMP) is the software platform by which buyers purchase digital media within a PMP. DSP’s make the ad-buying process more efficient by allowing buyers to access 1st and 3rd party data that ensures them that the impressions purchased are delivered on the right sites, to the right audience and at the right time. Allowing this access to buyers eliminates the need for any humans to be involved in the buying process—no extra costs, no negotiation, no back and forth. Instead, ads are purchased via RTB.

Real-time Bidding (RTB) is the entirely transparent, auction-style method for buying and selling ad impressions in real time, like the stock market. A general assumption throughout the industry is: RTB=auction=low quality/remnant ad stock. However, with the rise of programmatic, a growing number of publishers are making their premium inventory available through PMP’s.

So, how does a buyer get their hands on this premium stock? We refer to age-old adage: it’s all about who you know.

How are we using it?

Here at G/L, we are “getting with the programmatic.” One thing we prioritize as an agency is the importance of implementing business practices that not only benefit and drive our work forward, but those that do the same for our clients’ brands. True, the programmatic waters are still a little murky, so we knew we needed to seek out a partner to help us navigate. One whose expertise in developing strategic programmatic buys would help us produce successful, optimized digital campaigns and see that our clients achieve their desired ROI. Enter Goodway Group.

Working with Goodway Group, we are able to cultivate digital media buys based on specific target audience parameters versus the traditional site-direct buy. Thus, for example, rather than assuming a clients’ regional customers are solely surfing regional sites (that often have a higher monthly premium restricting the overall reach and frequency of a campaign), we’re able to utilize rich data that tells us exactly where the people we want to target are, in real time, and serve them the message within milliseconds. In turn, programmatic also offers us the ability to access immediate reporting data to track campaign success and pause or augment the campaign based on ad performance. Insights like these effectively inform the campaign, our targeting and our creative.

In joining forces with Goodway, we are able to be a dynamic player in the ever-evolving world of digital media by adopting programmatic as a way to produce better, more strategic digital campaigns that provide our clients with the greatest impact and highest ROI. Removing humans from the process of ad buying allows us as an agency, along with Goodway Group, to make our primary focus optimizing clients’ campaigns and ensuring they are on strategy. 

Where is it going?

According to eMarketer, programmatic is the fastest growing area of online advertising. By 2017, it is predicted that programmatic media sales will account for 83% of all U.S. digital display ad spending. The trend is catching, however, and is predicted to represent 4% of U.S. TV budgets in 2015, increasing to 17% by 2019. We think it’s going to cause a pretty big shift in the industry, and we’re excited to be on board!

Want to learn more about how we’re working with Goodway Group in the developing digital landscape? Download your own copy of our webinar presentation, A Strategic Approach to Digital Media!

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Writing Style Guide: 10 AP Style Tips You May Not Know

The Blog

Geile/Leon Marketing Communications

Writing Style Guide: 10 AP Style Tips You May Not Know

Updated May 11, 2015

The AP Stylebook is a writing style guide used when writing for news media outlets. Most people who are familiar with AP Style know the common rules such as which months are abbreviated, how datelines are used and when to spell out numbers. However, AP Style covers a large amount of less known rules to follow. Knowing the style well and using it appropriately will positively impact credibility and utilization of media submissions. Here are 10 underrated tips that will improve your AP style writing:

1. Acronyms

Hint: You shouldn’t find these in parentheses.
When referring to an organization, the acronym does not come in parentheses after the first reference. Acronyms that are easy to recognize can be used on their own after the first reference of the organization’s full name.

Example: The American Society for the Prevention of Cruelty to Animals is cracking down on dog fighting with their recent campaign. The ASPCA has created a social campaign with the tag #GetTough to teach people about dog fighting and how to stop it.

2. More than, over

Hint: This is a game of numbers.
Recently, AP Style announced it is acceptable to use over in reference to numbers due to common use, but the preference is more than to be used with greater numerical value, and over to reference spatial elements.

Example: In 2014, unboxing videos grew more than 55 percent from the previous year. In the recent Samsung unboxing advertisement, the actor swings over buildings and cars to show the camera quality of the phone.

3. Trademark Symbols

Hint: Nope. Never. Nada.
Trademarks and other symbols should not be used when writing in AP Style. Removing these symbols makes it easier for reporters to use your press releases.

Example: The phrase “Band-Aid” is a trademarked for the adhesive bandage, owned by Johnson & Johnson and is at risk for losing the trademark due to generalization.

4. Job Titles

Hint: Before is better.
Only capitalize a title used before a person’s name.

Example: DIY Engineer Jason Bell created a human catapult to launch people off of a bridge.

5. Because, since

Hint: Relationships versus time.
Use because when describing a specific cause/effect relationship. Since is acceptable in casual senses in regards to a sequence of events, but that may get confusing, we recommend only using since for time elements.

Example: Toyota is looking for new ways to fuel cars with hydrogen because it is the most abundant element in the universe. Since launching a short video about hydrogen fuel, Toyota has earned many supporters and skeptics.

6. Commas in a sequence

Hint: Leave it out.
The Oxford Comma is commonly misused when writing in AP Style. When writing a list, the comma is NOT included after the conjunction in a series UNLESS it is an integral part of the sequence also includes a conjunction.

Example: Peter Bamforth is making trick shots using Oreos, milk and an abundance of free time. (Free advertising on Oreo’s end. Not too shabby).

7. Farther, further

Hint: Far describes a length.
Farther is a physical distance. Further is an extension of time or degree

Example: Dozens of people are taking a leap off of the second tallest residential building in the world, farther than 1,000 feet in the air.

8. Entitled, titled

Hint: Magazines don’t have rights.
To be entitled is to have a right. A movie, book, magazine, etc. is titled.

Example: One of Netflix’s newest series titled “Daredevil” had approximately 4.4 million views of at least one episode in the first 11 days after its release.

Tip within a tip: Magazine and newspaper titles aren’t italicized, just capitalized. Composition titles such as books, video games, films, TV shows, works of art, etc. use quotation marks.

9. “S” or no “S”

Hint: And none for Gretchen Weiners.
The proper AP Style use is toward, backward, upward, forward, downward, etc. without an “s”.

Example: Moving forward, brands can buy ads from both Google and Twitter together.

10. That, which

Hint: It’s “that” much more important.
That and which can be used in reference to inanimate objects or animals without names. That gets used when it is important to the meaning of the sentence. Use which where the pronoun isn’t necessary (and use commas).

Example: The 90-year-old tortoise that lost two of her legs could still beat the hare with her new wheels.

The AP Style guidelines change frequently; every point is re-evaluated every year for relevance. See more about the process behind the AP Stylebook in this video.

Follow AP Stylebook on Twitter to see constant updates of rules you should know and tweets with information on how to write about current events. Here are a few recent examples:

Screen Shot 2015-05-01 at 2.37.43 PM

Want to talk more about writing for media? Fill out the form below or email us at [email protected] and we will lend our time to discuss your writing and media needs.

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The Hell With Extension, Put Digital Media Advertising First

The Blog

Tim Leon
President/Brand Strategist

The Hell With Extension, Put Digital Media Advertising First

Strategy and Planning to Digital Media Advertising

We conducted a webinar this past week for clients, entitled A Strategic Approach to Digital Media. We included our strategic partner, Goodway Group, in the presentation. It was a successful webinar and it got me thinking about the predictive nature of planning and buying digital media advertising.

Digital Media Advertising
PointRoll developed a helpful infographic showing the evolution of digital advertising.

With the tracking software and tools available today, information about consumers’ online media habits and interests, among other characteristics, are readily accessible to marketers. This information includes the best time of day to serve up digital ads, certain days of the week that the consumer is more likely to be online, frequency of which customer needs to be exposed to ad before taking action and even more.

Taking Advantage of Digital Media Advertising Opportunities

To target prospects, Goodway Group uses a real-time bidding model that serves advertising based on existing consumer data as well as online habits. Instead of buying digital inventory beforehand from media partners with the hopes of reaching the right target audience, Goodway segments audiences and places media where the target is. There’s no guessing game, just getting your message in front of the right people. Digital advertising is then placed/served through behavior targeting, contextual targeting, search retargeting, and more.

In the big scheme of things, I can’t think of a campaign we are working on that DOESN’T have the need for a digital advertising component; the challenge is we can sometimes back ourselves into thinking of digital as only an extension of a campaign. The hell with extension, putting digital first in planning is the key to making digital media advertising a reality in your next integrated marketing communications campaign.

The Impact of Digital Media Advertising

We are seeing digital media advertising everywhere. Consider these facts from the Advertising Age Marketing Fact Pack 2015. Digital advertising was the fastest growing ad medium in 2014 with 18.4% growth. People spend more time on the Internet than watching TV (273 minutes per day for TV vs. 346 minutes for internet). It’s no coincidence, heh?

We partnered with Goodway Group and held our webinar to display our commitment to digital media. Are you interested in learning more about what we do, or what digital media advertising can do? Download your own copy of our Webinar Presentation!

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