Search by name, company, title, location, etc.

Joe Marchese

Member since February 2014 Contact Joe

Articles by Joe All articles by Joe

  • Attention: Nothing Else Matters in Online Spin on 09/18/2014

    There is a limited amount of human attention in the world. Every day the same amount of attention is created (number of people multiplied by number of conscious hours). Everything meaningful in life requires attention. Laughing, crying, learning. Everything. And we humans consider our attention precious, because we know we have a finite amount of it. Yet somehow the advertising industry developed the notion that it either A) does not need people's attention, or B) can simply create more attention. Both assumptions are obviously ridiculous, but in order to keep passing money around, the industry seems to have just taken the ostrich-head-in-sand approach to the obvious absurdity.

  • What's With The Pushback Against Viewability? in Online Spin on 09/05/2014

    I wouldn't have thought there would be much controversy over the push to make ads viewable. We should want people -- real people, and the people relevant to the message -- to see ads. Right? Apparently not, according to an article in The Information this week (it's behind their paywall, but I highly recommend subscribing for some of the best analysis of the tech industry out there). The piece by Tom Dotan, "Controversy Rages Over How to Combat Phantom Ads," points out that many people in the ad industry are concerned that the MRC's new-ish guidelines on what constitutes "viewability" aren't realistic.

  • If You Are Against This, You Are Probably One Of The People Killing Advertising in Online Spin on 08/21/2014

    I have a very simple proposal: Let's rate the impression.

  • John Oliver Is A Genius in Online Spin on 08/07/2014

    Usually, if the entire ad industry is sharing a clip of a video online with all their co-workers, and the trade publications are covering the content on it, it's probably a commercial that's either so good or so horrible it's deemed newsworthy. Not this time, though: everyone's been talking about a segment from comedian John Oliver's talk show on HBO, "Last Week Tonight,"in which he skewers something that on the surface might seem too industry-insidery for a talk show.

  • Time To Tune Down The Frequency in Online Spin on 07/24/2014

    A few weeks ago, Rich Greenfield at BTIG Research had a great rant of sorts -- which turned into an insightful analysis -- of the repetitive nature of digital video ads. Called "Our TV (Not) Everywhere Experience a.k.a How The Americans on FX Taught Us to Despise Audi," it's worth a read. (BTIG's content is behind a login wall, but it's free, and I highly recommend signing up, on that note. I don't despise Audi (they make great cars!), and in this case, I actually feel bad for the brand. Because Greenfield's point is spot-on. What happened in this case is that when people watched "The Americans" online through network FX's streaming service, they were barraged with frequent interruptive video ads that were mostly the same ad for Audi. Over and over. And people got annoyed, and that's why I feel bad for Audi.

  • Do We Really Know What CPM Stands For?  in Online Spin on 07/10/2014

    We all know CPM stands for "cost per thousand." And you might think it's "cost per thousand impressions." Nope. It's just "cost per thousand." And it's sort of fitting that it doesn't actually imply a cost per thousand of what. You don't know what the hell it is, because you don't know what the hell you're getting. Even if you are talking about impressions.

  • Advertising Is A Story -- But A Story That Needs To Sell A Product in Online Spin on 06/26/2014

    We have a sign on the wall of our office in L.A. that reads: "Creative without strategy is called art. Creative with strategy is called advertising." It's a quotation from ad industry thinker Jef I. Richards, and while a lot of maxims about advertising are basically meaningless slogans, I think this one is really important for all of us in the business to know and understand.

  • Your Ad Is Now Viewable, And Your Hamburger Is Now Edible in Online Spin on 06/12/2014

    If I may put a request out to all my colleagues in the advertising technology business: Please, please, please don't make a big deal out of telling people that their "ads are now viewable." We can do better than this. Because, seriously, "your ad is now viewable" doesn't sound any different than a hamburger meat company saying, "Now with real beef!" If you heard that, then you'd be thinking, well, what the heck was I eating before?

  • With Video, Fraud Is Very Viewable in Online Spin on 05/29/2014

    One thing's always bugged me the most in industry conversations about digital ad fraud. I mean, yes, finally, we're having those conversations, and that's great. But everyone seems set on totally separating the conversations about fraud problems between display ads versus video ads. The symptoms have been different. The tactics have been different. But I disagree: the fraud problems with display and video ads are just about the same. Except that when it comes to video, the situation may actually be worse.

  • Ad Block Is The New DVR, And You Should Be Concerned  in Online Spin on 05/15/2014

    You hear publishing execs griping sometimes about ad blockers: browser extensions that strip the Internet experience of advertising, even YouTube and Facebook ads. But that griping's on the verge of getting a lot louder, because ad blockers like AdBlock and AdBlock Plus are hitting the mainstream. Think the introduction of ad-skipping DVRs posed an issue for TV advertisers? Wait until you see what's happening on the Web.

Comments by Joe All comments by Joe

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.