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Joe Marchese

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  • Is Jason Hirschhorn Building The New 'Bundle'? in Online Spin on 11/13/2014

    At a Paley Center for Media event this week, I listened to CNN anchor Brian Stelter probe Jason Hirschhorn on why he started MediaREDEF-- the daily media roundup that is fast becoming indispensable to people in our industry -- and where he was taking it next. I began to wonder if I was listening to the answer to a question that I wonder about quite a bit: "What will the new bundle be?"

  • Here's A Nice, Scary Halloween Story For The Ad Industry in Online Spin on 10/29/2014

    There are a lot of scary things in the ad industry that I could turn into a corny Halloween gimmick. Like that ad blockers are the most popular browser extensions by a mile, and a million new ones are installed every week. Or that ad fraud is so prevalent in the industry that there's a good chance you're basically sending a cut of your ad dollars to organized criminals. Real organized criminals, not fake ones from a show you can binge-watch on Netflix.

  • Nope, Sorry, You Should Still Shut Up And Love the Cable Bundle  in Online Spin on 10/16/2014

    Everyone seems to be cheering yesterday's announcement by HBO CEO Richard Plepler that, starting next year, its content will be available as a standalone over-the-top streaming service. Boom! No cable or satellite subscription needed for "Game of Thrones" anymore! And now CBS is launching its own over-the-top streaming service, with live streams from a dozen markets plus a backlog of current and "classic" content. For a lot of TV junkies who have been itching to ditch their cable bundles, this is like Christmas morning. Hard truth for you: That big, bad bundle that everyone loves to hate is what makes great content possible.

  • The Redefinition Of Television Is Leaving Advertising Behind in Online Spin on 10/02/2014

    There's a lot of talk about redefining what is considered to be "TV" in this fast-changing media landscape. That brings up an important issue: If we're redefining what television is at every turn, still, from what I can tell, the industry isn't rushing to redefine the advertising that supports TV-quality content. As TV evolves, sticking traditional commercials on digital platforms is just going to look more dissonant than ever.

  • 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.

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