What is next for #hashtags?

Last week, Twitter’s Head of News, Vivian Schiller, eluded to the fact that they may be eliminating hashtags from the social networking site.  Twitter is largely responsible for turning the hashtag into a household term, and many see the success of hashtags at connecting users based on common themes or discussion topics as one of Twitter’s biggest strengths.  This info-graphic from OfferPop takes a look back at the history of the #hashtag.

The History of the Hastag


Emerging Tech in Advertising Event

From Kelly Donlin, PACE Digital & Social Media Manager:

Last night I attended the Advertising Club of New York‘s fourth Ad Think event on “Emerging Ad Tech.” Four start-up companies presented in a Times Square conference room to an esteemed panel and a crowd of standing-room-only members. The event focused on four hand-selected start-ups with cutting edge solutions and diverse backgrounds, presenting ideas for how to advance the industry.

Standing Room Only on Tuesday Night

The start-up companies and representatives presenting were Jason Klein of ListenFirst Media, Ron Jacobson of RockerBox, Michael Provenzano of Vistar Media, and Jay Singh of Viral Gains.  Each gave a five-minute pitch and then faced a lively Q&A with the panel members. The panel members included industry heavyweights Janet Balis, CRO of Betaworks + Former Publisher of The Huffington Post; Jon Bond, Chief Tomorroist at Tomorro; Alex Morrison, SVP/Director of Digital Marketing at the Grey Group (another WPP company); and Javier Farfan, Senior Director of Cultural Branding at PepsiCo.

Michael Provenzano of Vistar Media

A few key takeaways from last night:

  • “We always talk about the conversation and how it relates to social media but it goes beyond that, it’s the whole campaign.”
  • There is a huge opportunity for brands to stop shouting at consumers and create context aware content consumers want to interact with.
  • You need to understand the context to understand the data.

At PACE we strive to help our clients understand the market and emerging new technologies that are available to help them connect with customers or potential customers. We agree that it’s important not to “shout” at customers but to add to the conversation with meaningful content, and we work with our clients to do just that. And we provide in-depth monthly reporting to all clients to help them address and understand the context and the data in unison.

The 11th Annual FAME Awards

Last month we were honored to be recognized at the 11th Annual FAME Awards in four categories. The FAME Awards are given out every year by the Shore Builders Association of Central NJ (SBACNJ) to recognize and honor companies and builders for excellence in marketing accomplishments.

PACE Advertising 11th Annual FAME Awards - Holly Kingsley, Randy Kershner, Erika Cubano, and Kelly Donlin

With our client, K. Hovnanian Homes – New Jersey  we won the “Best Color Ad– One-Half Page or Larger” for our TRUST ad and the FAME award for  “Best Special Promotion/Event“ for our Meet the Builder event series.

K. Hovnanian Trust Ad

With our client, Sharbell Development Corporation we won the “Best Brochure – Single-Family Detached Community “ for our Hillside at Montgomery brochure and  “Best Color Magazine Ad “ for our Tapestry at Montgomery magazine ad.


We’re pleased to support the SBACNJ… thankful for these prestigious awards… and proud to stand among those who are building a better New Jersey!

Google Nixes Banner Search Ads

Did you hear the latest? Google nixes banner search ads IAB SmartBrief and Ad Age report.

Google AdWords

Google is pitching advertisers on a new kind of ad targeting that aims to improve on the ubiquitous tracking cookie.

The technology allows advertisers to target people who’ve visited their web sites with ads on tablets and smartphones, according to agency execs who’ve been briefed. Google sent documents to a number of agencies to brief them on a beta test of the program within the past two weeks.

Last fall word leaked that Google and Microsoft were working on a replacement for the tracking mechanisms called cookies that companies use to track people’s online behavior and target them accordingly with ads. This beta program is not that.

However, it does bridge the desktop-to-mobile gap, which has been considered a top motivation for Google’s cookie-replacement plans since cookies currently don’t really work on mobile devices.

“We’re always running experiments with our agency partners. This small trial started last year, testing a way for marketers to reach their customers across devices using their own customer data,” said a Google spokesperson.

Here’s how the new retargeting tests work. Google gives an advertiser what’s called a “hashed tag” to drop when someone logs into the advertiser’s site. This “hashed tag” is basically an anonymized tracking identifier that ties to the cookies and device identifiers used by Google’s ad-tech systems.

After the tag is dropped on someone’s computer, the advertiser can show ads to that person on any property within Google’s network of third-party sites and mobile apps. Brands had previously been able to retarget people through Google but were limited to web browsers or mobile apps, depending on which channel someone used to visit their property.

While Google’s retargeting program incorporates advertisers’ customer databases, it is not the same as Facebook’s Custom Audiences targeting feature the pinpoints ads based on marketers’ lists of customers’ email addresses and phone numbers.

Unlike the social network’s program, advertisers are not uploading lists of customers’ email addresses to Google. However Google’s program is similar to the spun-off version of Custom Audiences Facebook rolled out last October to retarget advertisers’ customers within Facebook’s desktop and mobile properties.

Google is looking for advertisers that operate sites with registered user bases totaling at least 100,000 people including a significant percentage on mobile, according to documents Google is using to pitch agencies on the test program. The test phase is limited to U.S. audiences.” (Article from AdAge)