Positioned between the media and technology suppliers on the one hand and the spenders on the other, an ad agency is like a middleman, aware of the mo...
View articleFirst there was the click-through. Then we started moving to conversion rates. Now we talk about branding effects, purchase intent, consumer attitude,...
View articleImplementing a B2B marketing strategy can be difficult. The market is lucrative, but successful approaches are not as obvious as they are in consumer ...
View articleA Copernican worldview is emerging, disrupting our page- view- and click-through-centric world. So what shape is this undoing of the old "new" view of...
View articleOnline publishing appeared to be easy money a few years ago, but it has turned into a strategic, difficult market with fewer strong players that can o...
View articleUntil the Web, media measurement has been more artistic statistic than scientific exercise. Still, finding ways to express interactive advertising's i...
View articleThere are data and research out there somewhere that could help us learn more about what does or does not constitute success in advertising campaigns....
View articleIs the online medium a direct-response vehicle? Or is it really a way to engage consumers, leading to branding? Jim thinks the medium can be both and ...
View articleStreaming audio is a great ad vehicle, but sellers don't know how to package it and agencies don't know who's buying it. Jim has suggestions on positi...
View articleYour campaign might LOOK strong enough to pull in scads of prospects and turn them into paying customers. But is it really? Maybe it's time to suss ou...
View articleIs the Internet a lost cause for media, a black hole for advertisers? Of course not! Those with the most to gain must now prove the viability of the m...
View articleBefore the recent dot-com disaster, advertising went to one extreme, and now it's headed back. How far will it go, and what should your company do abo...
View articleThe quest for quotable industry averages on the Internet is a more desperate pursuit than it is for most other businesses. Jim tells you why and revie...
View articleAlthough it's fashionable to talk about the dot-com failures, let's instead look at what separates the successful dot-coms from the rest. Here are som...
View articleWhat distinguishing factors should media buyers take into consideration when putting together a media buy? Price and service alone? Or do quality cons...
View articleJim has more news from Digitrends' Media Buyers Summit on how interactive media is bought, sold, and measured. He discusses the best way to price onli...
View articleMedia buyers and sellers got together at Digitrends' Media Buyers Summit to continue the dialogue on how interactive media is bought, sold, and measur...
View articleGoTo.com, a leading performance-based search provider, expects to exceed projected first-quarter sales. Adam points out the uniqueness of its services...
View articleJim thinks CPMs charged by Web properties are out of whack compared to traditional media charges. If we stick with impressions, the only way to sell t...
View articleWhy aren't traditional advertisers enjoying the effectiveness and cost benefits of online ads? A lot has to do with their ad agencies. Clients need a ...
View articleTraditional advertisers have used daypart buys for ages, purchasing media not just by vehicle but also by time of day. Jim makes the case for offering...
View articleIs CPM a sort of artificial label? Deconstructing the terms of advertising isn't going to get us anywhere. At the end of the day, clients still really...
View articleIt's clear that the newly approved IAB standards are timely and should satisfy demands for a while. As the industry matures, it continues to create ne...
View articleJim's view on the new IAB standards is generally positive. But he thinks the IAB should fix the hole in the dike rather than just putting a finger in ...
View articleWeb advertising has changed dramatically over the past year. Interactive agencies are servicing far fewer dot-com clients and have shifted toward trad...
View articleJim proposes another mental exercise with a scenario from an alternative universe. Again he asks, "What if Webvertising came without there ever being ...
View articleStrategically placed search engine text links may get better results than creative ad placements in the short term, but there's no branding. Adam tell...
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