Insights from Nebo

Scroll Down
May 27, 2014

A Ballerina's Approach to Paid Media

There’s something about ballet that is so evocative for me. Whether dancing, teaching, or simply watching, my love for ballet is visceral. I hear the opening bars of The Sleeping Beauty’s Rose Adagio or the iconic leitmotif of Giselle, and the music envelopes me, radiating through my fingertips and moving me like little else does. Whether this love was learned or entirely innate, I know that ballet has been a passion of mine from my penchant for walking on my tiptoes in infancy on through my days performing as the Sugar Plum Fairy.

My career shift from such a physical art form may seem like quite the leap (pun intended). I moved from a world ruled by movement, music, and performance to one laden with spreadsheets and heavily ruled by the Google gods. My transition to life as a PPCer was a smooth one, however, as many of the trends and practices inherent in the Paid Media world align with those of ballet. 

May 20, 2014

Why the Equal Pay Debate Misses the Point

Senator Elizabeth Warren recently published a piece in which she argued for the importance of equal pay. She began by saying, “I honestly can’t believe that we’re still arguing over equal pay in 2014.”

But are we really arguing about it? It seems like most people of sound mind are for equal pay, though they may disagree on how best to legislate it.

And that’s the problem. This inequality runs deep in our culture – deeper than just a male-biased culture that refuses to pay women fairly -- and the issue has proven difficult to enforce. Warren has placed a great deal of optimism in the Paycheck Fairness Act, which would make salary practices more transparent and force companies to prove that pay discrepancies are due to performance or merit and not sex.

Maybe the Act will pass and make a difference. Maybe it won’t. But there is a bigger point that many are missing:

Equal pay won’t be the most pressing issue facing women in the workplace in the coming years.

May 15, 2014

The People Behind Nebo's 10th Birthday

This year, we’re lucky enough to be celebrating Nebo’s 10th anniversary. Adam and I are incredibly proud, but we’re not the ones you should be congratulating.

Let me explain.

Nebo was established in 2004 as a reaction against what we saw as the marketing industry’s deepest flaws. We started by taking a human-centered approach to marketing as well as treating clients, employees, and vendors the way we’d want to be treated. Culture would be our competitive advantage. We’d prioritize long-term strategy over short-term wins.

We didn’t know if we could make it. We definitely didn’t know if our approach would resonate. But we thought we were young enough to recover if we didn’t.

Flash forward 10 years and we’ve achieved more than we ever thought we could.

May 12, 2014

What's New in Digital Paid Media

You're not a true PPCer unless you are constantly taking the industry temperature, but Paid Media moves so quickly that sometimes it's hard to keep up! Rest assured, we've compiled the latest platform and industry updates to keep you informed so that you can concentrate on applying these updates and optimizing your accounts.

May 8, 2014

Changing Behavior by Design

The Jewel Wasp is perhaps the craziest parasite in nature, and it has a pretty interesting method of getting other bugs to do what it wants.

It actually enslaves cockroaches by stinging their brains and injecting a mind-controlling venom. According to Wired, “The wasp then leads the zombified roach by its antenna to a chamber, where it lays a single egg on its perfectly relaxed host and seals it inside with pebbles. Here, the larva bores into the cockroach and feeds off its organs before killing it and emerging from its corpse into the light of day.”

Unfortunately for designers and marketers, we possess no such venom. Even if we did, using it to get our users to take a desired action would be highly unethical. Not to mention highly illegal.

But that doesn’t mean we don’t have tools at our disposal to influence behavior. We do. And the first one is gaining a comprehensive understanding of why people do what they do.