Blog » Interactive

  • April 27, 2010 » Branding: What is Brand?

    By... Peter Nalen in Interactive, Strategy 1 Comment

    NIKE. Coke. Budweiser. What do these powerful brands have in common? Each is a single entity that lives in the minds of its target audience(s). Each captures qualities both rational and emotive.

    At Compass, we believe that a brand is not a benefit, a formula, a name, or a logo. A brand is a contract with your targets.

  • March 22, 2010 » Project Delivery: 3 Ways to Avoid Costly Overruns

    By... Trista Walker in Interactive, Strategy Add Comment

    Top of mind for each of our clients is achieving a high-value result that is both timely and delivered within ever-tightening budget constraints. At Compass, we are constantly evaluating our delivery process to uncover ways to increase our efficiency and timeliness. We also do our best to educate our clients on how they can help. The following are three quick tips I can offer from experience in managing the delivery of interactive programs for nearly 15 years.

  • March 12, 2010 » Behavioral Targeting: What’s Next?

    By... Amanda Seelig in Interactive Add Comment

    Behavioral and demographic targeted ads in the world of online advertising are nothing new to marketers, but for the average consumer and internet user, the reasons why they are seeing a particular ad is somewhat of an enigma. It all comes down to your internet history, or at least your history since the last time you cleared your cache. The sites you visit, the pages you view and in Gmail’s case the words you type in an email are all captured, and that information is used to display ads that are more relevant to your personal interests.

  • February 5, 2010 » YouTube Killed the Television Star

    By... Maureen Miller in Interactive, Social Media Add Comment

    The audience for online video is proving itself insatiable, offering opportunities for sharing and connection on a global level previously unimaginable.

    With viewers “tuning in” to watch video online, the consumption of broadcast content will continue to morph dramatically. Pepsi opted to skip advertising in the the most widely-viewed sports events to focus on social media efforts.

  • December 8, 2009 » Will “New Media” Replace “Traditional Media”

    By... Peter Nalen in HCP RM, Interactive, Mobile Media, Social Media Add Comment

    Of Course! It always has and always will.
    The growth and usage of “new media tools” will always surpass and ultimately replace “traditional methods”. Smoke signals were replaced by guys with sandwich boards, who were replaced by newspapers, then radio then print and TV. There will always be a constant evolution. Marketing doesn’t change, the mediums

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