Startup Marketing Should Skip Traditional Advertising

Startup Professionals Musings

The power and influence of paid media advertising, including print ads, TV commercials, radio, and even online digital campaigns is waning, in favor of unpaid earned and owned messaging from your website, social media, key market influencers, and existing customer word-of-mouth.

The brains behind one of marketing’s biggest hits are out to reshape the industry again… with direct mail

TechCrunch LA

Postie , a new Los Angeles-based startup, has a vision for the future of advertising and marketing — and it’s direct mail.

Navigating the Green Rush: Canna Advertising, Marketing and Branding

SoCal Tech Calendar

Thursday, April 25, 2019 -- Navigating the Green Rush: Canna Advertising, Marketing and Branding. Hear from stand-out canna brands and marketers as they discuss what to know when launching campaigns to reach customers and partners. Learn how to build brand and audience, and design campaigns, while simultaneously navigating shifting regulations and approaches that require a re-think in terms of traditional digital advertising and marketing tactics.

The Future of Advertising will be Integrated

Both Sides of the Table

In the IAB study that revealed the graph above, brand advertisers indicated that their number one objective in online advertising was “creating awareness&# followed by “creating purchase intent&# or “likelihood to recommend&# the product. Integrated Advertising.

Blockchain and Advertising: State of the Industry

SoCal Tech Calendar

Tuesday, July 23, 2019 -- Blockchain and Advertising: State of the Industry. It's been a few years since the initial fan-fare around blockchain for advertising and marketing-based solutions. Join this esteemed panel for a discussion about the state of blockchain in the advertising-marketing industry, current hurdles, and the opportunities ahead.

AdQuick Adds $2.1M For Outdoor Advertising Marketplace

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Los Angeles-based AdQuick , the outdoor advertising marketplace founded by veterans of Instacart, said this week that it has raised $2.1M AdQuick, which launched its marketplace for outdoor advertising space, launched its services in 2017. adquick outdoor advertising marketplace instacart venture capital marketmore in funding. The new funding came from Initialized Capital.

Niche marketing works. Here’s how.

Berkonomics

How many of us throw away marketing dollars because our paid efforts reach an audience that is much larger than the target or niche audience we need to reach? So, let’s up our marketing knowledge first with a few short answers to marketing questions…. What Is niche marketing?

GumGum Analyzes Sports Teams Sponsorships, Advertising

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Santa Monica-based GumGum has launched a new effort to apply its technology to analyze sports sponsorships and advertising. GumGum, which is best known for its in-image advertising, said it has launched GumGum Sports , a new division of its GumGum Visual Intelligence arm, which uses computer vision technology to understand how fans are consuming sports content on broadcast TV, streaming, and social channels.

YP Rolls Out New Search Advertising Product

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Los Angeles-based b> YP , the provider of business search and local marketing services, said today that it has launched a brand new product. local business small advertising search YP said it has launched ypSearch , a new product aimed at small business owners, which both provides search ads on YP''s properties, as well as on major search engines. The company said the tool not only lists ads on its own properties, but also delivers those ads to Google, Bing, and Yahoo.

Building A Dream Team For Mobile Advertising, with Gradient X

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Michael Lum: Gradient X is looking to build the most advanced, programmatic advertising program for mobile. We know that advertisers are looking to reach mobile users, whether they''re on phone or tablets. We have many years of display advertising experience.

Leadbolt Launches Mobile Advertising Exchange

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Leadbolt said the new ad exchange is called Leadbolt Connect, and will allow mobile app developers and marketers to to connect on ad campaign offerings. leadbolt mobile advertising exchange monetization connect Los Angeles-based Leadbolt , the app discovery and monetization startup led by Dale Carr, said today that it has launched a new mobile ad marketplace.

CreatorIQ Finds $12M For Influencer Marketing Software

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Los Angeles-based CreatorIQ , a developer of enterprise software used for influencer marketing, has raised $12M in a Series B funding round, the company said Thursday. According to CreatorIQ, it is using artificial intelligence (AI) to help companies manage their influencer marketing efforts, with clients that include Airbnb, CVS, Dell, Disney, Mattel, Ralph Lauren, Salesforce, and Unilever.

OpenX Gets $22.5M More For Online Advertising

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Pasadena-based advertising technology firm OpenX has raised $22.5M OpenX develops online ad serving software, used by web publishers to serve up advertising on their web sites; the firm also offers up a real-time bidding exchange, OpenX Market, used by advertisers and publishers for deciding what advertising to serve up to consumers. openx online advertising venture capital investment market software

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SodaHead Taps Digital Advertising Firm Engage:BDR

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Los Angeles-based SodaHead has tapped a digital advertising and marketing agency to represent its inventory on a real time bidding platform. sodahead engage advertising bidding marketing inventoryAccording to engage:BDR, which operates the First Impression real-time bidding platform, SodaHead is adding its more than 10 million monthly unique visitors to its platform. engage:BDR said that SodaHead's largest demographic is in the 18-24 range.

Push Marketing Has Been Replaced By Pull Marketing

Startup Professionals Musings

Entrepreneurs have always believed that their product or service must show real value to customers, but today the smart ones are even able to make their marketing valuable. The days are gone when marketing was all “pushing product.” Customers don’t even see this as advertising.

SHIFT Aims At Social Advertising Analytics

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Santa Monica-based advertising analytics startup SHIFT launched a new product Wednesday, aimed at helping marketers analyze social advertising campaigns. The startup, led by James Borow, said its new product, SHIFT Media Analyzer, is aimed at helping marketers with in-depth analysis of their paid social campaigns. shift social advertising analytics software tools grapheffect

Viral Marketing And Word-of-Mouth Require Investment

Startup Professionals Musings

Every time I challenge a business plan with little or no budget for marketing, I get the answer that they will be using “viral” marketing, which costs nothing. First of all, Seth Godin pointed out a long time ago that viral marketing does not equal word-of-mouth.

Pathmatics Gets $3M For Advertising Analytics Software

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Santa Monica-based Pathmatics , a startup developing analytics software for analyzing the programmatic advertising market, has raised $3M in a Series A funding. The company's software lets users figure out such things as what specific ads are being run by different advertisers, which ad networks have which customers, who different brands are buying impressions from, and other programmatic ad data.

Advertising Wants to be Measurable – An Investment Thesis

Both Sides of the Table

One of the investment themes I’ve been focused on in the past 3 years has been Performance-Based Marketing. When I started investing the US advertising market was $300 billion with only 10% of it ($30 billion) of it being online and measurable.

The Case for In-Stream Advertising

Both Sides of the Table

The topic of whether in-stream advertising has heated up. Let me lay out my defense of In-Stream Advertising because I believe the topic is really important. People feel angst about advertising in any form – I feel the same feeling about advertising as most consumers. I know that advertising is important to inform consumers of offers – the same reason many tech companies use SEM. And now everybody is laying into in-stream advertising.

SHIFT, Gradient X Link Advertising Tools

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Two of LA''s growing online and mobile advertising advertising firms, SHIFT , and Gradient X , have tied together in a partnership, the companies said Wednesday. SHIFT, which operates a real-time advertising platform aimed at agencies and brands, and Gradient X, which offers up programmatic advertising tools for mobile, said they have integrated Gradient X''s product within SHIFT''s Open Marketing Cloud.

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OpenX Partners On Japanese Mobile Advertising

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Los Angeles-based online advertising technology firm OpenX and Japanese firm CyberWing Corporation announced this morning that the two have launched a new, private advertising exchange aimed at the Japanese mobile market. The two said they expect to launch the advertising exchange in the second half of the year. openx japan japanese advertising exchange real time

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TurboTax Aims At Latino Market

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Intuit , which operates its TurboTax tax preparation software business from San Diego, says it is targeting the Latino market, with a new marketing campaign specifically focused on Latino empowerment. According to TurboTax, it will be using TV, radio, digital advertising, community events, and social media in both English and Spanish, to reach out to the Hispanic market this year. turbotax intuit software marketing campaign advertising latino

ValueClick Launches Political Advertising Product

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ValueClick said it has launched GoVote, a new advertising product aimed at political marketers. The company explained that its new product allows marketers to acquire and influence campaign donors, volunteers and voters, allowing those marketers to specifically target registered voters and politically active Americans. valueclick politics advertising presidential elections network

Rubicon Project Extends To Out-of-Home Advertising

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Los Angeles-based advertising optimization and automation technology developer Rubicon Project is taking its technology into the out-of-home advertising market, the company said late Thursday. rubibcon project home advertising billboards paper international bitposterAccording to Rubicon Project, its automation technology is being used in automation of ads in the UK, as part of a deal with outdoor media company BITPOSTER.

Outcast Links With ECOtality On Advertising Network

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Santa Monica-based out of home advertising network operator Outcast and electric vehicle charging station company ECOtality said this morning that the two have teamed to launch a digital ad network tied to ECOtality's EV charging stations.

Unity Influence Gets $1M For Influencer Marketing

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Los Angeles- and South San Francisco-based Unity Influence , a developer of influencer advertising software, has raised $1M in funding, according to the company. Unity Influence is using machine learning and artificial intelligence tools to connect advertisers with "micro-influencers". unity influence venture capital influencer marketing advertising machine learning artificial intelligence

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KidZui Launches Advertising Platform

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San Diego-based KidZui said this week that it has launched a new advertising platform focused on family-friendly brands. Mullen joins the firm from The Nickelodeon Kids & Family Group, where he was VP Sales and Marketing. The advertising on KidClicks includes age- and gender-filtered content, must meet editorial standards, and includes ability to link to videos or other websites. kidzui advertising children kids browser software network

The Truth Behind Display Advertising: Adomic's Quest For Transparency

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What really, is happening when you place that online advertisement, and where does it go, who looks at it, and what''s really happening? All too often, those ads disappear into a maze of middlemen, and advertisers don''t really know who is seeing their ads, and why.

Effective Marketing Today Begins With A Conversation

Startup Professionals Musings

As a long-time advisor to small businesses and startups, I still find many who think marketing is still primarily broadcasting your message to as many customers as possible, hitting them again and again, until it sticks. Don’t let your conversation marketing do the same thing.

9 Ways to Use Pull Marketing When Push Doesn’t Work

Startup Professionals Musings

More and more customers these days are doing their own marketing research, scanning internet reviews and feedback from friends, rather than trusting messages that you push out through advertising. Implement marketing metrics based on inbound data.

OpenX Sets Marketing Head

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Los Angeles-based online advertising technology provider OpenX announced this morning that it has named Matthew Reid as its new Vice President of Marketing. Reid previously was SVP of Marketing for Gehry Technologies, and also served at Eucalyptus Systems and Expertcity (Citrix Online), where he was responsible for launching GoToMeeting. OpenX said that Reid will oversee branding, customer acquisition and product marketing.

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H Code Launches Digital Marketing, Media Product

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Santa Monica-based H Code , which provides digital advertising services around reaching the U.S. Hispanic market, says it has rolled out a new product it calls Tastemakers. The company said Tastemakers is a "multi-platform" offering which includes digital advertising, social media, and branded content, including content creation, production, talent vetting and management, and more. hcode hispanic advertising digital media branded agency services

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6 Keys To Maximizing Your Content Marketing Impact

Startup Professionals Musings

Entrepreneurs have always believed that their product or service must show real value to customers, but today the smart ones are even able to make their marketing valuable. The days are gone when marketing was all “pushing product.” Customers don’t even see this as advertising.

Specific Media Ties With Advertising Analytics Firm

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Irvine-basd Specific Media , the online advertising network which also owns MySpace, said Monday that it has tied with Nielsen Catalina Solutions , which measures advertising performance. Nielsen Catalina Solutions is a join venture of Nielsen and Catalina Marketing. specific media nielsen advertising performance