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Efficient Frontier

F8: The Ad Story

Digital Advertising, Digital Marketing · By Efficient Frontier On September 23, 2011 · 1 Comment

 
Yes­ter­day was a huge day at F8.  If you missed it, please read my col­league Lawrence’s blog post for a great sum­mary.  On a per­sonal level, I’m excited about Time­line.  It will be very inter­est­ing to see how quickly users adopt and build out their Time­lines.  My guess is pretty...

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Our CEO to Marketers: “Facebook: Believe The Hype”

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On September 21, 2011 · Add Comment
In this week’s Forbes “On Mar­ket­ing” col­umn, Effi­cient Frontier’s Pres­i­dent and CEO David Karn­st­edt shares his opin­ions on Face­book and how we’ve only touched the tip of the “like-berg” of Facebook’s effec­tive­ness as a mar­ket­ing tool.
David goes on to say: “There is a lot of talk about the lack of ROI on Face­book. Inter­est­ingly, TV...
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From Russia with Love

Digital Advertising, Digital Marketing · By Efficient Frontier On September 15, 2011 · Add Comment

We’ve just returned from a trip to Moscow to visit our Russ­ian part­ner, iCon­Text, and wanted to share some excit­ing devel­op­ments for Effi­cient Fron­tier in the Russ­ian mar­ket.  ICon­Text (icon​text​.ru) have been an exclu­sive part­ner of Effi­cient Fron­tier since ear­lier this year and the growth we’ve seen so far has been fantastic. 

We had the...

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August 2011 — CPCs in all sectors are up in the double digits MoM

Digital Advertising, Digital Marketing · By Efficient Frontier On September 6, 2011 · Add Comment

CPCs in Finance and Retail sec­tors increased 6.3% Month on Month (MoM), while Auto­mo­tive CPCs remained flat. How­ever, on a YoY basis CPCs in all sec­tors were up well into the dou­ble dig­its. It’s inter­est­ing to note that while CPCs were flat to down Month over Month (MoM) last year, they...

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Finance vs Travel: The Mobile Landscape

Digital Advertising, Digital Marketing · By Efficient Frontier On August 23, 2011 · Add Comment


Mobile is a hot topic at the moment. Search engines, agen­cies and clients are all talk­ing about its rel­a­tive per­for­mance to desk­top, and the grow­ing oppor­tu­nity for adver­tis­ers. This post exam­ines this rel­a­tive per­for­mance across ver­ti­cals (specif­i­cally finance and travel) to under­stand for whom this oppor­tu­nity is great­est, and where...

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The difference between social display and ‘regular’ display impressions? We respond to AdEx​changer​.com.

Digital Advertising, Digital Marketing · By Efficient Frontier On August 22, 2011 · Add Comment

AdEx​changer​.com posed the fol­low­ing ques­tion to us, and Effi­cient Frontier’s Justin Mer­ickel rose to the occa­sion to respond:“What is the dif­fer­ence between a social dis­play impres­sion and a ‘reg­u­lar” dis­play impression?

Justin Mer­ickel, VP of Mar­ket­ing, Effi­cient Frontier

“A social impres­sion is one that includes the explicit social endorse­ment of a friend or con­nec­tion....

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Five Minutes with Julie Warburton — New European Client Service Director

Digital Advertising, Digital Marketing · By Efficient Frontier On August 15, 2011 · Add Comment

Last month, Julie War­bur­ton, for­merly the Euro­pean regional direc­tor for search and search oper­a­tions at Microsoft, joined Effi­cient Fron­tier as client ser­vices direc­tor, EMEA. Her career in search and adver­tis­ing  has included senior posi­tions within Microsoft and Yahoo!, where she spe­cialised in search, dis­play adver­tis­ing and media....

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July CPCs: Automotive and Retail CPCs increase as Finance CPCs drop

Digital Advertising, Digital Marketing · By Efficient Frontier On August 11, 2011 · 1 Comment

We saw mixed trends in CPCs in July as Finance CPCs decreased 13% Month over Month (MoM) while Auto­mo­tive and Retail CPCs increased 9% and 4%, respec­tively. How­ever, on a Year over Year (YoY) basis CPCs in all three ver­ti­cals were up. CPCs in August will be inter­est­ing to watch, as...

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Multi-Click Data, Multi Frustrations?

Digital Advertising, Digital Marketing · By Efficient Frontier On August 8, 2011 · Add Comment

In my lat­est Search Engine Land col­umn, I take a look at click paths. While they may seem mun­dane or com­plex they are very use­ful tools when bro­ken down in under­stand­ing how con­sumers behave. For instance, one can tell how much time con­sumers spend research­ing pur­chases, how some key­words help other key­words con­vert, and when...

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Back to school: Why brand engagement trends force us to revisit our assumptions

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On August 1, 2011 · Add Comment

Pop quiz: One of these charts rep­re­sents the query vol­ume for “back to school” on Google and the other rep­re­sents the num­ber of unique users com­ment­ing on sev­eral brand Fan pages that are actively pro­mot­ing back-to-school mar­ket­ing cam­paigns on Face­book. Can you tell which one is which?

The...

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