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Quantifiable creative; blogging enhances SEO; search surges; kids more plugged in than ever; celebrating Guy Day, and more

Three simple steps to better creative

Let’s face it, a lot of agency creatives like to blather on about “inspiration” and the “creative process.” But, says iMedia Connection blogger, Robert Boman, (who is also Javelin’s Interactive Creative Director), “Marketing is a profession, not an art show. Your work’s got to be far more than just eye candy. It needs to be smart. It needs to be trackable.” He offers a handy, three-step process for creating measurable marketing.

Writing on TopRank’s Online Marketing blog, Lee Odden reveals the results of a TopRank survey that asked 326 marketing pros if they thought blogging had a positive effect on their SEO. Most did. In fact, more than 87 percent of respondents said blogging had “successfully increased measurable SEO objectives.” A common reason why some companies don’t blog or quit blogging? Resources.

Search usage jumps 50% in one year

According a new PC World report, Web search jumped a full 50% from 2008 to 2009. In fact, last year there were more than four billion searches each day. “We knew this was going to happen,” says Tribble Ad Agency blogger TheFounder, “and it’s going to get bigger and bigger for quite some time. Search has become the definition of marketing and advertising.” All true, but you heard it here first.

The 10 habits of highly effective CMOs
You’ve probably heard of the perennial self-help bestseller, “The Seven Habits of Highly Effective People.” But what’s it take to be a top Chief Marketing Officer? Jim Stengel, the highly effective former global marketing officer at Procter & Gamble, offers 10 tips, for free.

A new study by the Kaiser Family Foundation finds that kids aged 8 to 18 are more plugged in now than ever, spending 7 ½ hours a day, or nearly 53 hours per week, with electronic media. How does that daily usage break down by media and minutes?

• TV: 270
• Music: 151
• Video games: 73
• Mobile phone chat: 33
• Texting: 90
• Computing (non school): 89

Creative Spotlight: Bye, Guy

Today’s Creative Spotlight is not about a piece of creative. It’s about a creative. Legendary ad man and Chiat/Day co-founder, Guy Day, who brought us such compelling creative as Apple’s infamous “1984″ Super Bowl spot, has died. He was nearly 80 years old. Hats off to one of advertising’s greats.

Here’s a clip of the original “1984″ ad. For those old enough to remember, it was just about the darndest ad anyone had ever seen on TV up to that point. Enjoy. And thanks, Guy.

(Logic-Creative image by RabiD Son, via Flickr, CC 2.0)

—Michael Mattis

Every now and again the need arises to send big files as attachments. Normally they never exceed 25 Megabytes, so you’re covered with Yahoo! Mail. But even in the case where you have one file, or even a bunch of files over 25 Megabytes, with the ‘Attach Large Files’ app by drop.io in the all-new Yahoo! Mail, you can attach files up to 100 Megabytes. So now there’s a way to share those home videos, large presentations and all your photos at once.

You can find the Attach Large Files app in the Applications section underneath your folders. (If you don’t see it listed, you can add it to your list by clicking the plus sign.) To get started just click on the ‘Attach Large Files’ app.

After you agree and then click to get started, you can right away begin using the app to attach and send up to 100 Megabyte attachments. It doesn’t have to be just one file, you can upload multiple attachments in a single go. Just keep selecting all the files that you want to attach and when you’re ready, click the ‘Upload and Compose Email’. The app will tell you how much more space you have available. It’s that simple.

Once the files have finished uploading, the Attach Large Files app will open up a new message with the files already attached. The files will be available for downloading for 30 days after you send them, and your upload history is saved so you can resend again if you like. And you don’t have to worry whether or not your recipient’s Inbox can handle these attachments because the attachment is stored over at our app partner drop.io.

It really couldn’t be easier. The only thing to note is for people that like to write emails in ‘Plain Text’. With ‘Attach Large Files’, you have to compose your emails in ‘Rich Text’, but the App will prompt you to change to ‘Rich Text’ if you are not already doing that.

Every now and again the need arises to send big files as attachments. Normally they never exceed 25 Megabytes, so you’re covered with Yahoo! Mail. But even in the case where you have one file, or even a bunch of files over 25 Megabytes, with the ‘Attach Large Files’ app by drop.io in the all-new Yahoo! Mail, you can attach files up to 100 Megabytes. So now there’s a way to share those home videos, large presentations and all your photos at once.

You can find the Attach Large Files app in the Applications section underneath your folders. (If you don’t see it listed, you can add it to your list by clicking the plus sign.) To get started just click on the ‘Attach Large Files’ app.

After you agree and then click to get started, you can right away begin using the app to attach and send up to 100 Megabyte attachments. It doesn’t have to be just one file, you can upload multiple attachments in a single go. Just keep selecting all the files that you want to attach and when you’re ready, click the ‘Upload and Compose Email’. The app will tell you how much more space you have available. It’s that simple.

Once the files have finished uploading, the Attach Large Files app will open up a new message with the files already attached. The files will be available for downloading for 30 days after you send them, and your upload history is saved so you can resend again if you like. And you don’t have to worry whether or not your recipient’s Inbox can handle these attachments because the attachment is stored over at our app partner drop.io.

It really couldn’t be easier. The only thing to note is for people that like to write emails in ‘Plain Text’. With ‘Attach Large Files’, you have to compose your emails in ‘Rich Text’, but the App will prompt you to change to ‘Rich Text’ if you are not already doing that.

A recent Chromium build added some new options that let you filter content from web pages. A new dialog titled “Content Settings” adds new features for managing cookies, JavaScript content, images, plug-ins and pop-ups.

For example, you can enable an option that clears cookies when you close the browser, a feature that’s available in many other browsers. Other features let you disable images, JavaScript or plug-ins for a list of sites. If these settings are exposed via an API, developers will be able to build extensions like NoScript.

I tried to enable some of the new features, but they didn’t work in the most recent Chromium build (revision 37221).

Downloading Google Earth is more complicated than it should be. At least if you want to download only Google Earth and save the installer for a future use. By default, Google downloads a small setup file that installs Google Earth, Google Chrome and Google Updater. Even if you disable the option “Include Google Chrome, a fast new browser for Windows and Mac“, you’ll still download a Web installer.

Here’s how to download the standalone installer for Google Earth:

1. Go to Google Earth’s homepage and click on “Download Google Earth”.

2. At the bottom of the page, there’s a small message: “Customize your installation with advanced setup.” Click on “advanced setup“.

3. Disable this option: “Allow Google Earth to automatically install recommended updates.”

4. Click on “Agree and download” and you’ll get the offline installer. The direct download link for the Windows version is: http://dl.google.com/earth/client/advanced/current/GoogleEarthWin.exe.

The advanced setup page offers two other interesting options: installing Google Earth for all user accounts and the full setup for Google Earth 5.0.

Google Chrome should add a similar page that lets you download the standalone installer and a version that installs the software for all user accounts. This page still offers the standalone setup, but it’s an old version. Right now, Google Pack is the only option to install Chrome for multiple user accounts.

{ Thanks, Brian. }

Now that you can use Google Docs to store files, you’ll upload a lot of files from your computer and treat Google Docs as an online version of Windows Explorer (or any other file manager). Unlike Windows Explorer, Google Docs had a single view for displaying files: the details view.

If you don’t like to see the date when a file was last modified or the number of collaborators, you can switch to the new thumbnail view. Google Docs generates thumbnails for documents, spreadsheets, presentations, photos and PDF files, while showing standard icons for other file types.

“We recently finished rolling out the upload and store any file feature, so everyone should now be able to upload, store, and share any file in Google Docs. We also increased the maximum file size based on your feedback, so you can now uploads files up to 1 GB in size,” mentions Google Docs Blog.

Of course, there are many other improvements that would make Google Docs more useful: increasing the free quota to at least 10 GB, adding support for any file type to the API and making it easier to access your files by mapping Google Docs as a network drive.

Tip: you can use the new grid view for shared folders by adding &layout=grid to the URL. Here’s an example.

{ Thanks, Pascal. }

The Windows version of Google Chrome 4 is out of beta and you can finally try the features that were previously available in Chrome’s beta and dev channels. Google will automatically update the browser to the latest version (4.0.249.78), but you can also click on the wrench button, select “About” and manually update the browser.

The most important feature released in Google Chrome 4 is the support for extensions. Chrome extensions are easier to create than Firefox extensions because they’re nothing more than web pages that use Chrome’s APIs. That’s why you can install or disable extensions without having to restart the browser, that’s why extensions use separate processes and this is one of the reasons why Chrome extensions are more limited and don’t have a consistent interface.

Google Chrome has built-in support for user scripts, so you don’t need to install an extension like Greasemonkey. Chrome can convert user scripts into extensions, so many Chrome extensions are just glorified Greasemonkey scripts.

To install an extension, visit Google Chrome’s extension gallery and pick one of the 1,861 extensions that are currently available. Here are some of the most useful extensions that add missing features to Google Chrome:

1. RSS Subscription Extension. Detecting and previewing feeds is a standard feature in most browser, but not in Google Chrome. This extension shows an orange icon in the Omnibox when it detects feeds and lets you subscribe to one of the feeds using your favorite feed reader. You can select one of the popular feed reader that are available by default (Google Reader, iGoogle, Bloglines and My Yahoo) or you can add another feed reader.

2. Email this page. Firefox’s contextual menu has an option called “send link” that lets you send a link to the current page using your favorite mail client. This extension has a similar functionality, but it only lets you pick the default mail client and Gmail.

3. Google Dictionary shows the definition of a word when you double-click on it. It only support monolingual dictionaries and a small number of languages, but it’s useful if you want to find the definition of a word without opening a new page.

4. Docs PDF/PowerPoint Viewer – a simple extension that detects the links to PDF, PPT and TIFF files and opens the files in Google Docs, so you can view them without installing additional software.

5. Slideshow – a great way to view the images from sites like Flickr, Picasa Web Albums, Facebook, and Google Images in a slideshow.

6. Empty New Tab Page – a simple extension that replaces Chrome’s new tab page with a blank page.

7. FlashBlock disables Flash content for all web pages and replaces it with a placeholder. Click on the placeholder and you’ll enable the Flash element. This way, you’ll no longer see Flash ads, annoying Flash animations and other unnecessary objects that slow down your browser.

8. AdBlock hides ads using frequently-updated filter lists. You can whitelist domains and subdomains using Ctrl+Shift+L.

9. Secure Login Helper redirects you to the HTTPS login pages for sites like Twitter, Facebook and Twitter.

10. Smooth gestures – use mouse gesture to perform actions like going back one page, going to the top of a page or opening the last close tab. Mouse gestures are intuitive and you can customize them.

If you found other great Chrome extensions, mention them in a comment.

Not all web pages offer feeds and sometimes it’s useful to monitor web pages and find the latest information. A great service that offer this feature is Page2Rss, which provides a feed for each monitored web page.

A similar feature is now available in Google Reader and it’s cleverly integrated: click on “Add subscription”, type the address of a web page and Google Reader will automatically generate a feed if it can’t detect one.

“We provide short snippets of page changes to help you quickly decide if the page is worth revisiting and we’re working on improving the quality of these snippets,” says Brian Shih.

“Reader may not always detect updates to your content. Currently, only English-language content in HTML format is supported. In addition, updates to content in frames are not detected; nor are updates to content that requires sign-in to view,” mentions a help center article, which also informs that webmasters can prevent Google from monitoring web pages by using the features that block Googlebot from crawling or caching web pages. This suggests that Google Reader’s page monitoring uses data from Google’s search index and the changes may not be detected quickly if the web page is not popular or it doesn’t change often.

Since I rarely visit Google’s homepage, generating a feed for google.com or for other international Google homepages is a great way to track all the doodles and the promotional messages.

For now, Page2RSS offers more features (posts have better titles, you can view a cached version of the page), but Google Reader is more reliable. For example, Page2RSS doesn’t show the latest changes for google.com.

Tip: to find the URL of the feed generated by Google, click on “show details” and you’ll find a URL like:

http://www.google.com/notificationservice/webchanges/webfeeds/11009120664050806769

Network distribution and import campaigns features give greater control over your campaigns

We resolved to deliver to our Sponsored Search advertisers two great new features in the new year: network distribution control and an import campaigns tool. These items may have been on your wish list for a long time, and as of today, the wait is over. Here are the details:

Network Distribution
This new feature enables you to set up campaigns or ad groups targeting Yahoo! Search, Yahoo! Partners, or both.

If you select Yahoo! Search, your ads will appear only on Yahoo! search results pages. If you select Yahoo! Partners, your ads will appear across our partners’ pages, including WebMD, Buy.com, CNBC and CitySearch.

With the network distribution feature, you can choose for your ads to appear only on Yahoo! search results pages, only on Yahoo! partner implementations, or across the entire network. Even if you choose to target a campaign or an ad group to the Entire Network (i.e., both Yahoo! Search and Yahoo! Partners), you have the ability to fine-tune your bids with different bids for Yahoo! Partners.

If you’re familiar with our system of pricing discounts, you know that your clicks are automatically priced according to our assessment of the performance of traffic coming from various sources within our distribution network.

While your campaign objectives will determine the best use of network distribution, we recommend that advertisers target the Entire Network to maximize traffic volume, while retaining the ability to bid up or down on Yahoo! Partners. For more control and optimization capability, you may wish to duplicate key campaigns, with one targeting Yahoo! Search and the other targeting Yahoo! Partners.

The following tools can help you get the most out of this new feature:

• Network Distribution Performance Report – Enables you to view reporting by traffic source at the campaign, ad group and keyword levels.
• Ad Delivery Report – Provides insight into where your ads are showing on our various partners’ sites, and domain-level performance.
• Blocked Domains – Block up to 500 domains that aren’t working for you.
• Conversion-only Analytics – Allows you to track conversion events by domain, and record revenue that might be associated with a transaction.

Import Campaigns
This new tool is designed to help you easily and efficiently convert your campaign data from Google AdWords into Yahoo! Search Marketing formats. Simply download your third-party file, then import it from your computer into the Sponsored Search interface. You can import your file by selecting the “Import Campaigns” button, which is located on the Dashboard and the Campaigns tabs, or by selecting the Import tab.

Once the import is complete, you’ll be able to view any errors and pause the campaigns for review. Learn more about converting and importing your third-party campaign data.

Free Webinar
To get more details on the network distribution and import campaigns features, sign up for our webinar, scheduled for Thursday, February 4 at 11:00 a.m. Pacific Time.

— Jeff Hecox

I am a firm believer in the old adage ‘an ounce of prevention is worth a pound of cure’. That is why my colleagues and I write a lot of posts around online security, phishing prevention and spam. We want everyone to know how to recognize and avoid phishing emails, as well as share tips for staying safe online.

But I also recognize that even the best of us can get caught off-guard sometimes. Whether it happens by mistake or a particularly well done forgery, someday you may find yourself in the situation that you account has been phished. If you don’t realize it right away, you’ll know it when your friends start asking why you sent them an email to a strange online shop or whether or not you really are stuck in Chicago without your wallet and are in need of money.

If you do ever find yourself the victim of a phishing attack and think your Yahoo account has been compromised, here are some things you can do to help get your account back online and in your control:

Change your password immediately. If you find that your account is sending spam, and you are still able to access your account, login to your Yahoo! account and change your password. That will prevent the fraudster from entering your account again. (Tip: Also check that we have the correct alternate contact email address for you on file.)

Use our automated account recovery tool. Sometimes the hacker who stole your information changes your password so that you can no longer access your account. If that’s the case, our account recovery tool can help restore access to your account and change your password at the same time. (Tip: You will have to answer your secret questions to complete the tool. If you forgot, or haven’t set your secret questions/answers, you can do that here then click the link ‘Update password-reset info’.)

Contact our Customer Care Team. If you can’t remember or are unable to provide the information needed by the account recovery tool, you can always contact our customer care team. Have a look at our account verification help pages, and then click the ‘Contact Us’ link. They will help get access to your account.

Remember, prevention is the best medicine. So arm yourself with the knowledge to stay safe online, and make sure you are prepared in case you ever do find yourself the victim of phishing. To simplify the process and quickly regain control of your Yahoo! account, make sure you always have a current alternate contact email address, and know the questions and answers to your secret questions. You can update your Yahoo! account recovery information by logging into your Yahoo! Account.