Analysis & Opinion

The Mobile Measurement Mystery

By the end of this year, there will be more mobile devices than people. Mobile has truly taken off, and its growth is only picking up speed. Yet mobile measurement continues to lag behind. Every marketer understands that they should be in mobile, but the reality is that the industry has not yet standardized mobile… Read More
Analysis & Opinion

Twitter Amplifies Content (and Revenue)

On the heels of launching TV ad targeting, Twitter has announced another new offering called “Twitter Amplify.” Twitter is working with advertisers to extend social TV conversations with real-time, dual screen sponsorships and in-Tweet video clips from other media companies. Roughly 22–23 media partners are participating in this new service, most of them broadcast networks. Twitter… Read More
Analysis & Opinion, Events

Understanding Facebook’s Advertising Exchange

On June 12, Rocket Fuel held a breakfast seminar in New York on how to drive success with Facebook’s Advertising Exchange (FBX). Samantha Paul, Digital Media Supervisor, represented the agency side, while other panelists were product experts from Rocket Fuel and Facebook. Facebook launched its RTB-enabled advertising exchange in 2012, but many advertisers still need clarification… Read More
Featured Work, Mullen in the News, Work

Mediahub and Millennial Media Partner for Mobile Innovation

Mediahub/Mullen and Millennial Media today announced a mobile advertising partnership to bring new creative opportunities to Mediahub/Mullen’s client base. As part of the deal, Mediahub/Mullen will gain early access to new creative units and other mobile advertising products from Millennial Media, with the option to serve as a beta partner and use the new technology… Read More
Analysis & Opinion

The New Face of Reality TV?

The New Face of Reality TV? Could the hottest new reality show among teens this summer not even air on television? The Chernin Group is betting on it. Summer Break follows nine hip, LA-based teens in their final months before heading off to college. It debuted this week exclusively on social media sites like Twitter… Read More
Analysis & Opinion

Twitter Targets the Couch Potato

Last week, Twitter announced TV Ad Targeting for promoted tweets. Through its recently acquired Bluefin Labs, Twitter can infer what audiences are watching and subsequently target them with a promoted tweet after they view a television commercial. To date, we’ve been able to capitalize on co-viewing behavior by leveraging daypart targeting on mobile and social… Read More
Analysis & Opinion

Why fewer Facebook ads matters way more than you think

Today, Facebook released news that it will be simplifying its advertising offering. Out of the current 27 ad units, only about half will survive past this fall. Facebook hasn’t released much info on the specifics of these changes, but the hints they’ve made give us an idea of the significance of this decision for the… Read More