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Scott Forshay
248 followers -
Mobile Marketing and Ad guy. Endeavoring, alebit sometimes clumsily, to direct theater on a four inch display.
Mobile Marketing and Ad guy. Endeavoring, alebit sometimes clumsily, to direct theater on a four inch display.

248 followers
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I Have a Dream
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Anticipating transitions and communicating with consideration of context is where the battle for consumer hearts and minds will be won. Technologies and products can be commoditized, experiences cannot.

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The principles that made search ads successful — an efficient buying system, a deep pool of creatives to match to intent; great targeting; and format control — are guidelines. And yet at the same time, crafting such an offering is easier said than done. After all, Google could innovate quickly in search because it “owned the stack.” via +Brian Morrissey +Digiday 

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Hence the rise of so-called native ads: things you want to read and look at and click on. There’s a certain amount of promise there, and the native-ad industry is certainly going to grow from its present size. But it’s tough: building these things is a huge amount of work for the advertiser, with no guaranteed payoff. And selling them is even more work for any publisher. via +Thomson Reuters +Felix Salmon 

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Last year, marketers put mobile strategies in place. In 2013, the pressure will be how to break down silos across digital channels and leverage the data to help optimize and target integrated campaigns using mobile as one channel. Advertisers have no choice but to go where audiences are, and mobile has clearly knocked TV off its pedestal as the first screen.

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This is SOOOOO good!

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Clever, clever from +FITC 

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Call it “anticipatory computing,” or “information gravitation” or whatever you want, but it appears the future of search isn’t search at all. Rather, next-generation applications will surface the information we need when we need it — whether we know we need it or not.

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Honored, as always, to be featured in +Brian Solis excellent marketing blog.

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And it only took 29 years ... +Goodby Silverstein & Partners 
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