"...trust me, if you follow Drucker's advice, you will get to keep your job, ...". Chief marketing officers have a shorter average tenure than NFL coaches. In fact, they barely get beyond two years before they are gone. As BusinessWeek commented in a recent article on the subject, "The job is radioactive." The problem, as laid out in the article, quoted a well-known search company as stating that 70% of the companies don't know what they're looking for when they recruit a CMO.
Whether traditional TV advertising has truly lost its power, marketers and advertisers are already eager to find alternatives. The Association of National Advertisers and Forrester Research's fourth biennial TV and Technology survey shows a dramatic loss of confidence in the medium as the industry gears up to explore new ad formats and forms of video commercials. Indeed, two thirds of the C-level-executive respondents said they are watching the medium closely, up from just half two years ago, and 87% of respondents said
Getting consumers to interact with an ad is always desirable, but just how much more effective does it make the ad? A new study attempts to measure how consumers feel about a brand after they view a static ad and an ad they can interact with. London-based interactive agency Weapon 7 hired research agency 2CV in 2005 to conduct the study, and a paper, "Measuring the effectiveness of interactive advertising," is currently undergoing peer review and is slated to be published in Admap this spring.
"Digital Sellers Want to Be Held Accountable -- and Paid for It...". Yes, everyone's still talking about engagement. Two years after the Advertising Research Foundation decided to define an engagement metric -- and a week after ARF appeared to renew efforts -- the discussion has surfaced again: where engagement can be found, how to measure it and whether it should be bought. Online-ad provider Videoegg took a stab at figuring all that out at an Engagement Debate yesterday at Hard Rock Cafe in New York.
News & Articles 
"...trust me, if you follow Drucker's advice, you will get to keep your job, ...". Chief marketing officers have a shorter average tenure than NFL coaches. In fact, they barely get beyond two years before they are gone. As BusinessWeek commented in a recent article on the subject, "The job is radioactive." The problem, as laid out in the article, quoted a well-known search company as stating that 70% of the companies don't know what they're looking for when they recruit a CMO.
Whether traditional TV advertising has truly lost its power, marketers and advertisers are already eager to find alternatives. The Association of National Advertisers and Forrester Research's fourth biennial TV and Technology survey shows a dramatic loss of confidence in the medium as the industry gears up to explore new ad formats and forms of video commercials. Indeed, two thirds of the C-level-executive respondents said they are watching the medium closely, up from just half two years ago, and 87% of respondents said
Getting consumers to interact with an ad is always desirable, but just how much more effective does it make the ad? A new study attempts to measure how consumers feel about a brand after they view a static ad and an ad they can interact with. London-based interactive agency Weapon 7 hired research agency 2CV in 2005 to conduct the study, and a paper, "Measuring the effectiveness of interactive advertising," is currently undergoing peer review and is slated to be published in Admap this spring.
"Digital Sellers Want to Be Held Accountable -- and Paid for It...". Yes, everyone's still talking about engagement. Two years after the Advertising Research Foundation decided to define an engagement metric -- and a week after ARF appeared to renew efforts -- the discussion has surfaced again: where engagement can be found, how to measure it and whether it should be bought. Online-ad provider Videoegg took a stab at figuring all that out at an Engagement Debate yesterday at Hard Rock Cafe in New York. 
