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Andrew Boer

Member since November 2006 Contact Andrew

Meet Andrew at MediaPost Events

  • Andrew is attending OMMA Global at Advertising Week, September 26, 2011
    New York Marriott Marquis
  • Andrew attended OMMA Audience Targeting, February 26, 2009
    New York Marriott Marquis

Articles by Andrew All articles by Andrew

  • Put Down The Microphone: A Case for Resonance, Not Shouting in Content Marketing Insider on 06/06/2014

    Amplification works two ways: It magnifies your talent; it magnifies your flaws. The volume of "American Idol" hopefuls every year proves the seductive ease of amplification: Many are willing to be "not good" if promised a reach of millions. A quick review of most branded content on amplification networks reinforces this as the current state of content marketing, where loud seems better than good. The amplification of content, even when it might turn out to be counterproductive for the marketer, is a much easier spending decision than spending on quality. After all, it seems to answer the core question of content marketers: How do I build and attract an audience? But there is an alternative to amplification: resonance.

  • We All Owe Federated Media Debt Of Gratitude in Content Marketing Insider on 02/04/2014

    Last week Federated Media split its legacy content marketing business from its programmatic, ad-buying business, which is now called sovrn. Whether this move spells an end for Federated Media or whether the content marketing arm will bloom again at LIN Media is unclear. But surely it marks the end of an era, so I thought we could reflect on the intellectual legacy that Federated Media left behind.

  • The Rise Of The Content Amplification Agency in Content Marketing Insider on 01/10/2014

    History sometimes repeats itself. So those with longer memories may start to see parallels between the rapidly growing content amplification space, led by content marketing distribution platforms like Outbrain and Taboola, and the rise of the search engine marketing industry in the early 2000's. Will the CAA (content amplification agency) be the new SEM agency?

  • Paradise Lost: The Three Great Sins Of Online Publishing in Online Publishing Insider on 02/24/2012

    By my count, there have been only three great sins by online publishers.The original sin occurred at online publishing's genesis in the HotWired offices almost two decades ago: the concept of the banner ad.

  • Performance-Based Pay For Content Has Gone Mainstream -- Which Is Probably Good For Authors in Online Publishing Insider on 01/27/2012

    This week Forbes magazine again touted its success with the business model it calls Entrepreneurial Journalism, without so much as a titter (or a twitter) from the media. Forbes' journalism model, pioneered (then dropped, then readopted) by Nick Denton at Gawker Media, was very recently considered a controversial and even a heretical approach for journalists. The value proposition, however, is deceptively simple and makes sense: Pay writers bonuses based on the audiences they can attract.

  • Leaving Adton Abbey  in Online Publishing Insider on 01/13/2012

    A dispatch from a once gilded abbey, now in a state of disrepair: My Dearest Publisher, Over the past couple of decades, we have weathered wave upon wave of challenges -- and, frankly put, it shows. Our carefully built walls of distribution have all been washed away by Search, and we can easily see the tides of Social building on the horizon. A few of us hold out a distant hope for tablets, but in my heart I fear these walls may never be rebuilt.

Comments by Andrew All comments by Andrew

  • Have Publishers Lost Their Minds With Outbrain? by Ari Rosenberg (Online Publishing Insider on 04/21/2015)

    I think Dana is on the right track.To suggest that publishers are using Outbrain to generically "buy traffic" the  way they did in the aughties is oversimplified -- few Publishers can arbitrage a $.10 click into a $100+ RPM visit. So something else is going on....Probably one of three things in order of likelihood.1) Publishers are using Outbrain and content amplification to boost their highest revenue pages: ie. their native advertising campaigns.2) A general barter arrangement, where Publishers are getting traffic as well as revenue in exchange for distribution of the Outbrain widget or   3) A story is on fire and the Publisher want to get as broad distribution for it as possible.

  • Google AdWords Integration Identifies When Paid Search Triggers Offline Sale by Laurie Sullivan (Search Marketing Daily on 04/01/2015)

    Retail stores can retarget me online with keywords based on what I buy in the real world? Without me opting into a loyalty program? With what? My credit card information? Is this an opaque April Fools joke?

  • The Rise of Native Ad Exchanges by Lon Otremba (Native Insider on 02/11/2015)

    Interesting. I think there are two ways to define native. One is that native is that which is inherently bespoke or custom: ie. not programmatic. Thus the idea of native programmatic strikes people (like me) as an oxymoron. But native has also become a big tent agglomeration of various concepts, including in-feed advertisements/sponsorships on social networks (ie Facebook sponsored posts), content amplification (ie. Outbrain) and advertorial (ie Forbes BrandVoice). Elements of these will be programmatic. But then are they truly native? If I can have an advertorial from Forbes show up on the WSJ and feel native to the WSJ, is it truly a native ad of the WSJ? Yes the design and format might seem native, but will the content? Maybe not.

  • Owned, Earned And Native Have Arrived -- Have You? by Dan Rubin (Native Insider on 01/28/2015)

    Your premise here, which I agree with, depends on a narrow definition of Native. You are essentially claiming that Native (ie Paid Facebook, Twitter, Outbrain, etc.) is Content Amplification. But "Native" has a secondary meaning -- advertorial content that is created (and owned) by Publishers on behalf of brands. And that model is still far from perfect.

  • Farewell, Search Insider -- It's Been Fun! by Gord Hotchkiss (Search Insider on 01/07/2015)

    Gord, I have been enjoying your columns for nearly a decade...and for some weird reason I thought you had already written a farewell column. I just realized I was confusing that with Aaron Goldman. You guys were both great...sorry to see you go.

  • Tip For Career Day: Stay Home by Bob Garfield (Garfield at Large on 12/07/2014)

    Lets say I read an article about a Tesla in the New York Times. In the print days, I would get served a car ad. But maybe I am just interested in Teslas, or technology, or investing. But if I also visit and CarFax and ebay autos, and, I start to look like a potential Tesla buyer. If I am Tesla, I want to bid MUCH more to retarget a user who went to all of those sites, than merely one of them. So my strategy might be to run ads across those sites *even if they aren't seen* so that I can check off my boxes, and ultimately bid, say $20 CPM instead of $2 CPM, for the ad unit that *will* be seen. That doesn't mean I know any thing about the user aside from an anonymous profile. You have a point of course, but at the end of the day, if ads didn't work at all, there would be no market for them. PS. Comments are much better/readable now!

  • Kick(start)ed In The Gut by Bob Garfield (Garfield at Large on 10/13/2014)

    You are pretty imprecise for a journalist: Kickstarter isn't democratized venture capital. Venture capital is a business model in which investors venture their capital in order to earn a return. Angellist is democratized venture capital. Kickstarter is one of two things: 1) crowdsourced charity or 2) pre-sales, where consumers who would pay for something (if it existed) can help make sure that it will exist.

  • Content's Growing Pains Look A Lot Like Social Media Marketing's by Laurie Sullivan (SearchBlog on 09/08/2014)

    Content marketing (excluding native advertising) promises to be the most measurable and performance driven channel yet. Sam Wanamaker famously complained that is hard to measure what really happens to make a sale with a billboard, or a print ad; and the same is true with a banner ad impression or a tweet. The metrics that matter in content marketing are comparatively simple, since branded content is self-contained ecosystem. Basically, it is just like running a movie theater: 1) How many people came into the theater on opening day (Uniques)? 2) How did the movie perform over time? (Engagement) 3) How many people bought soda and popcorn? (Conversion).

  • Ideate. Activate. Opiate. by Bob Garfield (Garfield at Large on 08/18/2014)

    I looked up the article this was supposed to parody (Future Proofing your Brand strategy), which was made harder since the original author was actually "Lee Traupel" not "Lee Traubel" and the authentic "brand journalist" that Garfield is snarking here is Robert Scoble. So according to the commutative properties of metaphor, Rackspace is some kind of heroin dealer. This post is way off the rails.

  • An Open Letter To The Author Of An Open Letter To John Oliver by Bob Garfield (Garfield at Large on 08/11/2014)

    I think you are right about native advertising and I appreciate your whacks at the dying horse. But just to complete the thought, the problem isn't really "sponsored content" by brands -- Brands can, will, and are, as you point out in the article below (with apologies to Peter Sealey) becoming credible media producers, and publishers of content, and aggregators of audiences. But the trend of brands as publishers is not going to save traditional publishing. In fact, it is hastening its demise, as they pimp out what is left of their editorial integrity in order to jump into "content marketing". As an industry we tend to lump all of these terms together: "branded content, sponsored content, content marketing, native advertising" like they are all essentially part of the same thing. They are not -- one is the future (content marketing), and the other (native advertising) is a disaster.

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