There is a billboard in Times Square celebrating the 120th anniversary of Tsingtao Beer. It is arguably my best media buy ever. It is certainly the most efficient. But it begs the question: What is a good media buy? Low cost-per-thousand impressions, or CPMs, are certainly important. However, achieving our client's objectives is the ultimate goal. We would rather pay a higher CPM for quality leads than a low CPM that produces nothing. Always try and balance efficiency vs effectiveness in advertising. Unquestionably, CPMs impact return on investment (ROI) and return on ad spend (ROAS). But choosing the correct media [...]

Today marketing is more complicated than ever. Consumers have countless ways to discover brands and research products and services. They also move between devices and media channels throughout the day. As a result, great creative alone is not enough. Marketers must build a Media Mix that matches the customer journey. Many campaigns fail because the media strategy does not match how customers actually buy. It is common for marketers to expect every channel to generate immediate leads. However, each channel serves a different purpose. Some create awareness. Others build trust. Still others capture demand and generate conversions. An effective advertising [...]

There is an old adage that says the whole is greater than the sum of its parts. You see this in cooking where two good ingredients combine to make a great new flavor. (I’m thinking peanut butter and chocolate😊)  The same idea holds true in Advertising. Mixing digital and traditional Advertising together makes for a better Lead Generation engine. We call this converging digital and traditional media. Ingredients in a recipe are not just randomly combined. Similarly, an omnichannel Advertising campaign should not use media tactics indiscriminately. Processes improve results. You would not put a cake in a cold oven [...]

In December or January every year I write a blog on the marketing trends for the coming year. This year I forgot. I enjoyed seeing what my colleagues in the field predicted for the near future. But it is not too late for the exercise and may actually prove more informative. The following are the most common marketing themes written about 2026. The question is, now that we are one quarter into the new year which of the advertising trends in 2026 seem likely to happen? And how are they impacting Lead Generation? Some of the predicted trends for this [...]

We often think of Spring as a time of renewal or refreshing. It could be our wardrobe or hairstyle, but how about our advertising? Too often we focus on platforms or targeting the right audience. And while they are important, what we say to our prospects is every bit as critical. Successful lead generation campaigns require creative that converts in order to win. As a media planning and buying agency we stay in our lane. Brainstorming messaging is not our strong point. But we have seen first-hand how poor creative can undermine a good plan. And, how good content can [...]