Most marketing professionals agree that the key to successful advertising in any medium is the ability to deliver a clear, innovative message to a hig...
View articleYour new client is anxious to start seeing results that are directionally indicative of being on the path to profitability. The client wants to beat i...
View articleHere's a scenario all planners and buyers face the second- to-last week of every month: The first month of your client's buy is almost over. And you'v...
View articleIt's finally happened: Click-through is dead. As the proverbial doornail. Finished. Over. Well, perhaps this is overstated, but it IS dead as a metric...
View articleIt's no secret that most major web sites and ad networks don't even come close to selling the majority of their ad inventory. Yet, many sites maintain...
View articleAfter placing your insertion orders, did you ever have a rep from some of the sites that didn't make the final plan call and ask why? It's reasonable ...
View articleThe bulk of online media inventory is boring! Media plan after media plan, buy after buy, on site after site, the same drab inventory is up for sale. ...
View articleWant to have a friend? Then make the point of having a relationship. Despite all the talk about relationship marketing and partnerships, nothing much ...
View articleIn early days of online advertising, most sites didn't yet have standardized terms and conditions or billing procedures. So the agency or the site wou...
View articleOnline ad space is a relatively easy sale these days, and buyers have the ability to spend rather easily. Perhaps, as a result, this has gone to some ...
View articleWhat's a Mendel? It's the hybrid buy, named after the 19th century monk who discovered hybrid plants and defined genetics. This kind of buy includes a...
View articleYou've heard them whisper about it on the streets. You've heard television business correspondents talk about it with that look of confusion on their ...
View articleBack in the good old days, media planners used to chortle when they got publisher rate cards, because everyone knew you didn't really have to pay thos...
View articleDisney's doing it. NBC's doing it. CBS's doing it. No, it's not THAT! We're talking about convergence, specifically media content convergence. Given a...
View articleJim is usually assaulting you with musings, tips and tricks of the online media marketplace sometimes helpful and sometimes just a plain offense to yo...
View articleA long time ago, in a galaxy far far away, Jim had a major client who needed an enormous media placement all over the web. On zero budget. How to acco...
View articleYou've been doing business with a site for quite some time. Month after month,client after client, there are some sites you always seem to bump up aga...
View articleHave you ever noticed that, in planning and placing online media, a number of great deals suddenly become available on a number of sites during partic...
View articleWe've covered the advantages of a network buy before: a wide variety of sites from a vast array of categories, giving unduplicated reach in one stop. ...
View articleFor the last few years most online advertising has been either branding or direct response with one thing remaining constant: testing. Because of surp...
View articleIn the beginning there was the word, and the word was called hypertext, and the word was good enough for those who used the web. But as time went on, ...
View articleMost web sites use their own proprietary ad-serving technology and software for managing campaign data. They all record data differently and report it...
View articleIn early days of online advertising, most sites didn't yet have standardized terms and conditions or billing procedures. So the agency or the site wou...
View articleThere are many considerations when either projecting or analyzing the back end of your online ad campaign. Some of Jim's recent campaigns used the fol...
View articleBack in 1994, GeoCities came on the scene as a viable ad vehicle with a compelling model for advertisers. An idea whose time had almost come. The comm...
View articleYou've been doing business with a site for quite some time. Month after month, client after client, there are some sites you always seem to bump up ag...
View articleIn the past, planners didn't do much in the way of targeting or research to see what sites had the most reach or the best composition against a given ...
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