The Mobile Video Ad Serving Frontier
Mobile advertising serving is now the wild-wild west of online advertising. It is the final frontier - beyond video. While we scramble to figure out which cell phone we want to carry, content providers race to figure out subscription and advertising models. The latter is of course the more likely winning model. Hulu is proving that free online video content can be successful with streaming video ads. It is a testament for what is possible on mobile phones and so the race is on. Branding campaigns and direct response will both flourish on this medium. Think click-to-purchase or, even better, click-to-call right in the middle of that Grey’s Anatomy episode. So here are some of the players and the leads on the the new frontier!<< MORE >>
Direct Response is upon us. Live with it and ‘Fill a Need’
Advertisers are changing the paradigm of online advertising as we know it. The advertiser wants to pay for someone that is further along in the pipeline and the publisher wants to charge for someone that is at the beginning. With the advertiser roping in their level of spend, and shifting dollars towards direct response, publishers are feeling the squeeze more than ever before. Direct response is our new buzz word ladies and gentlemen. If publishers deploy multiple pricing model optimization technology and work with advertisers on direct response models, they can access a huge base of customers that have already walked over to the networks or who are slowly backing off. Sometimes sales people don’t have the ability conceptualize how to sell one thing in order to sell another. It’s the revenue per thousand/RPM that matters not the CPM. So go after the hybrid deal... << MORE >>
Out with the old and in with the new – Generational Tools of SEM Bid Management
For the last five months I have entrenched myself in the realm of SEM bid management, specifically from the standpoint of the faculties that marketers use to manage SEM campaigns. It has been shocking to see how many larger online spenders are also operating on a manual basis. Many others have deployed what I will refer to as 3rd Generation Bid Management, but many SEM advertisers and agencies are either afraid to break from their manual processes or have had a bad experience with vaporware, customer service or integration to make the switch. In this post I ...<< MORE >>
Google Dumps Yahoo – Finally
Yahoo-Microsoft Deal Inevitable?
Is the Yahoo-Microsoft Deal Inevitable? Ballmer said a deal between Microsoft and Yahoo! Inc. may still make economic sense for shareholders of both companies. No need to review the already well-known history of this story. Why is Microsoft waiting? First, there is the Yahoo-AOL deal. Second, is the DOJ investigation into the Google-Yahoo advertising deal. Is this the end of an era? “Do you Yahoo?” has been replaced with “Google-it.” The DOJ has conducted literally over a hundred interviews these conversations have undoubtedly gone deeper than just the deal. Finally, the DOJ has a solid understanding about why Google ...<< MORE >>
Tech-Crunch Layoffs – Is it a Financial Crisis or a Clean-Up Opportunity, or Both?
Advertiser Control Over Ad Spend and The Swinging Pendulum
My good friend, Jonathan Ewert says that every four years there is a great big pendulum that swings in our industry. On the end of that ball is the influence factor over who controls the dollars in Online Media.
In the late 90s it was clearly the advertisers who had the control. As they began to test the new medium and brought dollars to the internet in increasing amounts, advertisers tested all kinds of mechanisms that the publisher could come up with. But it was the advertiser that dictated what measured performance, what the price they would ...<< MORE >>
DoubleClick Launches Online Marketplace
Moving Beyond Event-Based Targeting
LookSmart Hires Ari Kaufman as Vice President of Publisher Services
LookSmart Hires Ari Kaufman as Vice President of Publisher Services, and Jonathan Ewert as East Coast Vice President of Advertising and Publisher Services
Critical Hires Complete the Company's Executive Sales Team
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