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Efficient Frontier

The value of a Super Bowl ad: A performance marketer’s perspective

Digital Advertising, Digital Marketing · By Efficient Frontier On February 3, 2011 · 1 Comment
The value of TV ads is a subject of much debate among performance marketers. While many marketers believe that TV ads improve marketing performance in the long run, others believe that they are an expensive way to build awareness. At Efficient Frontier, we have attempted to answer this question for many advertisers, and since the Super Bowl is only four days away, we thought it would be an opportune time to present some of our research on the connection between TV advertising and Search Engine Marketing (SEM). First, does TV advertising help build online traffic? The answer is, undeniably, yes.
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New Case Study: Downstream Leverages EF as Demand Side Platform

Digital Advertising, Digital Marketing · By Efficient Frontier On January 28, 2011 · Add Comment

We pub­lished a new Dis­play case study this week. Down­stream, Australia’s lead­ing dig­i­tal per­for­mance agency, licenses our tech­nol­ogy plat­form to man­age per­for­mance dis­play for their clients. They’ve seen many client suc­cesses, includ­ing improv­ing Weight­Watch­ers’ CPA results by 71%.

Steve Knowles, CEO and Founder of Down­stream states: “Effi­cient Fron­tier had long ago estab­lished itself as the world’s...

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Q4 Caps off a Strong Year for Digital Marketing

Digital Advertising, Digital Marketing · By Efficient Frontier On January 18, 2011 · Add Comment

Today we released our Dig­i­tal Mar­ket­ing Per­for­mance Report for Q4. Key high­lights from Q4 and 2010 include:

Search engine mar­ket­ing (SEM) posted solid year on year (YoY) growth of 23% and 18% quar­ter on quar­ter (QoQ), sig­nal­ing an eco­nomic turn­around by both adver­tis­ers and consumers. The demand for dis­play...
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Image Search Ads – A Case Study with The Carphone Warehouse

Digital Advertising, Digital Marketing · By Efficient Frontier On January 14, 2011 · Add Comment
Google unveiled Image Search Ads in July 2010 but this space is still under-utilized. After a recent test with one of the UK’s largest retailers, The Carphone Warehouse, it is clear that Image Search Ads can be a great way to add incremental revenue to an already well developed marketing campaign.
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Study finds Current Tools and Practices for Search and Display Fall Short for Large Marketers

Digital Advertising, Digital Marketing · By Efficient Frontier On January 13, 2011 · Add Comment

Effi­cient Fron­tier today released a com­mis­sioned study con­ducted by For­rester Con­sult­ing which was designed to illu­mi­nate the chal­lenges mar­keters cur­rently face in man­ag­ing their search and dis­play adver­tis­ing cam­paigns together.

The objec­tive of the study was to under­stand how mar­keters are inte­grat­ing their online cam­paigns as well as exam­ine the bar­ri­ers pre­vent­ing them from...

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The Next Chapter in the Display Wars — Google vs. Yahoo!

Digital Advertising, Digital Marketing · By Efficient Frontier On January 11, 2011 · Add Comment
In 2010, according to Efficient Frontier client trends in the U.S .(figure 2 below), Google’s AdX has attracted more advertiser dollars as the year has progressed. In Q4 thus far, this has represented about 70% of advertisers’ display media spend outlay.
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