An ad designed to appeal to Texans probably wouldn't appeal to Thais, even apart from the language barrier. As Internet usage expands worldwide, geota...
View articleStart holiday media buying plans now. Here's what to look for in shopping sites this year versus last year. Read More...
View articleEverything's ready. The financing's long been in place. The technology, supplier relationships, and distribution channels are set up. The media strate...
View articleIt's been a long time coming, but streaming media is finally hitting its stride. More and more reports say "streamies," those who access streaming med...
View articleTwo lessons from everyday living work well in the media planning world: "Plan ahead" and "Make a budget, then stick to it." It's smart in the offline ...
View articleIt's been an exciting year. Almost too much so! We've seen a lot of Internet start-upscrash and burn. Investment money is drying up. And sites are rea...
View articleBefore TV, advertising consisted of price, item, and benefits messaging in outdoor signs, print media, and radio. When advertisers wanted more informa...
View articleMistakes happen. No surprise there. But when they happen to your client in the form of underdeliveries during a crucial make-or-break time period, the...
View articlePerformance data. We all know it's vitally important. In this era of hyperaccountability and an ever-growing enthusiasm for efficiency, being able to ...
View articleJim wants to revisit the pay-for-performance (PFP) pricing model for online advertising. Don't mistake it for endorsement of ONLY this kind of buy. It...
View articleAdam wrote about pay-per-performance (PPP) online advertising last week and got a lot of flack from publishers and traditional advertisers disapprovin...
View articleAt the end of first quarter 2000, confidence in the new economy suddenly waned. Valuations plummeted, budgets dried up, and VCs started demanding prof...
View articleRemember the four P's from Marketing 101? If you're a marketing professional making the transition to the dot-com world, you're probably beginning to ...
View articleIf you remove the middlemen from the transactional equation, companies can sell products cheaper and faster. Apply this term to the advertising indust...
View articleAdam sees a huge benefit for advertisers who use GoTo.com to reach their buyers because they pay top dollar to be listed high up in the GoTo.com searc...
View articleA few weeks ago, Jim attended the Jupiter Online Advertising Forum. All the topics covered in the name of online advertising were discussed, except on...
View articleWhen planning an online ad campaign and shopping for media buys, every media planner has questions to ask publishers. They typically concern web site ...
View article"Portal": great name, that. But there's a certain irony here, given that a portal signifies a doorway, something you move through. Yet on the web, por...
View articleContinuing his search for standards and alternatives to the existing forms of online media currency, Jim has an idea for a unit called the "session." ...
View articleHere's an alternative to the media currency of impressions and clicks as a unit of exchange: audience and session. It can be difficult for most sites ...
View articleIt's important to be careful when using small test budgets, as they are often misleading and can misrepresent the potential of a proper ad campaign. A...
View articleSince the dawn of the web as an advertising vehicle, much ink has been spilled about the need for standards. The hit and the click developed from sell...
View articleWhen Jim wrote last week's piece about Napster, he never dreamed of the kind of response it would elicit. He was taken aback by the passionate and, at...
View articleJim has a few thoughts about the well-known phenomenon Napster. Everyone and his or her next-door-neighbor's best- friend's veterinarian's hairdresser...
View articleAs a stand-alone measurement, most people would agree that click-through rates do not tell the whole story. Conversions on your ad dollars are what re...
View articleLast week Jim wrote about flighting in RFPs. This week, he covers some of the basics of negotiating online media that may seem obvious, but in the con...
View articleJim tells you about all the research required to determine media buys in traditional media. Plans are produced based on research, then used to flight ...
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