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Manager Instructional Technology at George Washington University -

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Native ad startup Sharethrough considers big expansion after new investment

Most expe­ri­enced busi­ness devel­op­ment man­agers would read­i­ly con­cede that it is not every day that an adver­tis­ing start­up man­ages to raise $17 mil­lion in invest­ment in their third round of fund­ing. How­ev­er, Sharethrough, a com­pa­ny com­mit­ted to high qual­i­ty native adver­tis­ing, has done just that, prov­ing that the intel­li­gent­ly dis­crim­i­nat­ing investor is capa­ble of dis­tin­guish­ing between drea­ry filler con­tent and gen­uine con­tent mar­ket­ing. High qual­i­ty is the name of the game  With offices in New York, San Fran­cis­co and Chica­go, Sharethrough has just suc­cess­ful­ly closed its lat­est round of fund­ing with a $7 mil­lion cash injec­tion cour­tesy of new investors Sil­ver Creek, Ele­va­tion Part­ners and Patrick Keane. Exist­ing investors Flood­gate and North Bridge Ven­ture Part­ners also par­tic­i­pat­ed. At the time of its $5 mil­lion Series B round back in 2012, Sharethrough focused almost exclu­sive­ly on video ads but has since expand­ed its remit to encom­pass mul­ti­ple for­mats with brand­ed con­tent via its Sharethrough Adver­tis­ing Exchange (STR). As the can­ny busi­ness devel­op­ment man­ag­er would no doubt agree, the proof of the pud­ding is in the eat­ing, and this expan­sion proved a hit with top-name, big-reach pub­lish­ers includ­ing Forbes, Peo­ple and Pop­u­lar Mechan­ics. Accord­ing to com­Score, Sharethrough’s net­work reach­es no few­er that…

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Internet advertising leads the way in the UK as ad spending soars to pre-recession levels

As every busi­ness devel­op­ment man­ag­er knows, online adver­tis­ing sales usu­al­ly get squeezed when com­pa­nies fear a down­turn — they cut their adver­tis­ing spend while the storm clouds gath­er and only start spend­ing again when the out­look improves. But if trends across the pond in the UK get mir­rored state­side, things are on the way up for adland. Busi­ness devel­op­ment man­agers across the UK are prob­a­bly hug­ging them­selves with jubi­la­tion right now: the British ad mar­ket has leapt back to lev­els not seen since before the melt­down of 2007 – and it’s on course to grow vig­or­ous­ly. Inter­net dri­ves the bounce-back Accord­ing to fig­ures com­piled by the trade body Warc and the Adver­tis­ing Asso­ci­a­tion, total adver­tis­ing expen­di­ture will grow by 2.7 per cent this year and by a pos­i­tive­ly jaun­ty 5 per cent in 2014. And inter­net adver­tis­ing is lead­ing the way, along with video-on-demand (VoD). How­ev­er, tra­di­tion­al print and TV media are also see­ing a resur­gence in ad spend­ing. Mar­ket­ing spend is wide­ly seen as a barom­e­ter for the wider econ­o­my. As AA Chief Exec Tim Lefroy puts it: “Adver­tis­ing does not just track GDP, it dri­ves it. The return to pre-reces­­sion lev­els of spend­ing will have an impact not…

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4 Reasons Mobile Phones and Devices will Rule our World

4 Reasons Why Mobile Phones will Rule our World

At the 2013 Ad Age Dig­i­tal Sum­mit it was impos­si­ble to go more than 5 min­utes with­out hear­ing the words mobile phone, Smart­phone or tablet.  If you are a Busi­ness Devel­op­ment Man­ag­er, Social Media Man­ag­er or Dig­i­tal Mar­ket­ing Man­ag­er,  Mobile Phones are or will become a major part of your world. Here are four rea­sons why mobile phones may become the num­ber one mar­ket­ing focus:   Rea­son #1: Mobile Phone Pay­ments to be $1 Tril­lion by 2015 Star­bucks accepts over 3 mil­lion mobile pay­ments each month from their 10 mil­lion mobile phone users accord­ing to Alexan­dra Wheel­er, Star­buck­’s VP Glob­al Dig­i­tal Mar­ket­ing.   We’ve all heard about pay­ment Wal­lets like Google Wal­let, Square and many oth­ers.  You may have seen the Citibank com­mer­cials where they are send­ing mon­ey from their mobile phones.   Ken Moy, Senior VP-Group Head, US Emerg­ing Pay­ments Lead from Mas­ter­Card expects every con­nect­ed device to become a com­merce device.  Ken’s stats from the Yan­kee Group esti­mate that by 2015 there will be $1Trillion in mobile pay­ments and that 19% of shop­pers in 2015 would pay for their in-store pur­chas­es with their mobile phone. Rea­son 2:  The Face­book Effect – Share of Mobile Time In the last 12 months…

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Why video will kill the banner ad in online advertising

Every good busi­ness devel­op­ment man­ag­er with an inter­est in boost­ing online adver­tis­ing sales must keep his or her com­mer­cial radar fine­ly tuned on the lat­est mar­ket trends; and one dig­i­tal adver­tis­ing expert con­fi­dent­ly pre­dicts that the trend to watch is video adver­tis­ing. In a blog for the Huff­in­g­ton Post, AdGent Dig­i­tal CEO Cameron Yuill has this mes­sage for the per­cep­tive busi­ness devel­op­ment man­ag­er: video adver­tis­ing is doing to dou­ble very two years until even­tu­al­ly every sin­gle online ad will be a video. The unstop­pable rise of video Cit­ing a recent sur­vey by Com­Score reveal­ing that Amer­i­cans viewed11.3 bil­lion video ads in Decem­ber alone, Yuill argues that his pre­dic­tion isn’t remote­ly fan­ci­ful. That total was dou­ble the num­ber viewed in Jan­u­ary 2012 and ten per cent above the 10.3 bil­lion video ads viewed in Novem­ber 2012. More­over, of all the videos viewed in Decem­ber 2012, a thump­ing 22.6 per cent were video ads. The inter­na­tion­al glob­al research firm Neil­son fur­ther but­tress­es Yuill’s fore­cast: it found that 360 bil­lion min­utes were spent online by Amer­i­cans in Decem­ber, stream­ing a stag­ger­ing 24.6 bil­lion videos between them. And after six decades of TV adver­tis­ing, con­sumers have grown accus­tomed to watch­ing com­mer­cials – many of…

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How TipSense makes Big Data look simple

The intre­pid busi­ness devel­op­ment man­ag­er and chief tech­nol­o­gy offi­cer hun­gry for big new ideas might not have noticed one that’s prob­a­bly des­tined to go stel­lar any time soon: TipSense, a plat­form that crunch­es mas­sive, unstruc­tured data sets in an instant to yield prac­ti­cal, sim­ple, clear infor­ma­tion. From Big Data to what’s best That’s a lot of adjec­tives for one sen­tence, but they’re ful­ly war­rant­ed.  TipSense is the brain­child of Cor­nell arti­fi­cial intel­li­gence whizz-kid David Schorr, who built and boot­strapped the plat­form over the last four years. For any­one who wants ready answers with­out hav­ing to wade through a for­est of reviews, TipSense has the solu­tion. As any tech busi­ness devel­op­ment man­ag­er can tell you, the online world is awash with incal­cu­la­bly vast quan­ti­ties of data. A data sur­feit which makes for some seri­ous headaches if you just want to know where and what to eat, or which mobile app is bet­ter than its appar­ent­ly iden­ti­cal rivals.  TipSense’s algo­rithms can do both. In a world where every­one hails the advent of Big Data as a kind of infor­ma­tion rev­o­lu­tion, very few com­pa­nies have had the nous to show ordi­nary con­sumers why it real­ly mat­ters. Until TipSense came along, that is, with…

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