Listen up, media planners and buyers. If you're from a traditional agency and want to break into interactive, Tom spells out the options. Truth is, br...
View articleSelecting the right rep firm is both straightforward --and not! The straight part is using a structured analysis to figure out the best options for yo...
View articleThere's a flurry of interest in rich media across the online advertising community. There are also some misconceptions about file requirements on host...
View articleOnline advertisers put entirely too much faith in the performance of their campaign versus a nebulous "industry average." Anyone who has ever planned ...
View articleTom normally uses this space to try to answer questions about online advertising media buying issues. However, he's been known to use this forum to as...
View articleSo you've selected an independent sales organization to handle the revenue generation, but have you considered the financial implications? Faced with ...
View articleMany agencies invested in adserving technology over the past couple years but got a rude awakening when they found it impractical to use these servers...
View articleTalk about variables? Think of all the countless options and issues you are faced with when it comes to selecting a third party sales partner So let's...
View articleThe rush to the web is a land grab. And unfortunately, sometimes people are late to the game. The web has several categories of products and services ...
View articleAccess to buyers is a top concern in any sales organization design, and it's a critical factor in Internet ad sales, where every buyer is hugely busy....
View articleLast week, Tom talked about the elements of a good media strategy, at least from the traditional advertising agency's point of view. This week he tell...
View articleThere is no "right" answer when it comes to selecting a third party partner for Internet advertising. Instead, it's all about the many solutions exist...
View articleWant a terrific media plan? Then forget the BS and think strategy. It's a guarantee for clear goals, objectives, proper budget and ultimately, killer ...
View articleKrillions of new ad formats, but which one? Looking for a response rate more than 10 times higher than animated GIFs? Get some tips off Tom for evalua...
View articleOutsourcing ad sales to a third-party sales organization appeals to many Internet companies because building and managing an ad sales operation is an ...
View articleAny of you other media folks starting to get a little ticked at the 900-pound gorillas in this space? Come onTom knows you are. When media buyers find...
View articleLast week, Janet looked at what ad reps from other media are doing to break into Internet advertising. This week, she switches roles and looks at how ...
View articleYou've probably read the title of this column and are wondering why Tom is predicting the end of his own business. Well, it's not necessarily the end....
View articleLast week, Janet looked at what ad reps from other media are doing to break into Internet advertising. This week, she switches roles and looks at how ...
View articleWhat's the role of today's media planner? If Tom had to sum it up in one sentence it would be: Find the most efficient ways to reach or exceed the cli...
View articleWhen online marketers ask Tom about low-cost ways to boost their presence online, he recommends logfile analysis and link-checking as a regular weekly...
View articleExperienced ad sales people are eager to make the move into Internet ad sales, but hiring managers want Internet experience. Janet tells you how to ge...
View articleWhat happens to response rates over time in an online banner campaign? After 20,000 impressions in a given location, it dives...unless you do somethin...
View articleWhen you're forecasting revenue expectations, it's not enough to know the size of the market. Or even to estimate market share. Janet tells you how pr...
View articleTom just dumped his analog Rolodex and put his contacts in his PalmPilot. And he found tons of sales reps for tons of niche environments. This is good...
View articleHalf the job title is sales. The other half is manager. Janet tells you how to focus on the specific needs in your organization to match skills for op...
View articleSometimes it's very difficult to explain Internet marketing as it relates to a client's objectives, especially if a client is new to the business. Pla...
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