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mike donahue

Member since July 2015Contact mike

  • Founder, connecting the dots
  • Jersey City New Jersey
  • 07302 USA

Articles by mike All articles by mike

  • Welcome To The Tin Age Of Marketing in MediaDailyNews on 07/20/2016

    Technological innovation makes television look like tin can to tin communication on a string. Yet people aren't happy, like the '50s. And marketers aren't either. Why?

  • Digital Bill Of Rights (Proposed) in Real-Time Daily on 10/20/2015

    I'm glad Randall Rothenberg and Scott Cunningham at the IAB have decided to take action to recognize that consumers have the right to block digital ads... as part of what I believe is The Digital Bill of Rights.

  • Why I Don't Fast-Forward Through TV Commercials in Real-Time Daily on 10/19/2015

    I was not surprised recently when I read a MediaPost article reporting that fast-forwarding through TV ads happens way less than many people realize. That inspired me to share my own confession of a non-zapper. And it's not just because most of my career was spent in a creative agency, and the rest working for the 4A's on behalf of all agencies.

  • Native: Why And How in MediaDailyNews on 03/21/2015

    I believe native advertising is the best thing to happen to digital advertising since GM O'Connell's agency, Modem Media created the first banner ad that ran in Wired in 1994. That seminal banner ad achieved a click-through rate of 43.2%. Ah, those were the days. But back to the reality of today, which explains why I like native so much.

  • Measuring Consumer Engagement: A Great Concept That Has Never Been Tried in MediaDailyNews on 10/01/2014

    What does it take to get a consumer to engage with that ad? Because if they don't engage, they won't think better of the product advertised or, worse yet, won't effect a transaction.

  • It's About More Than Big Data in MediaDailyNews on 09/05/2014

    Big data is not a shiny new toy...not the digital flavor du jour. That said, with Big Data, I think there is a lot less there than meets the eye.

  • The Demand Chain Is More Important Than The Supply Chain in MediaDailyNews on 08/26/2014

    The demand chain is simplicity on steroids -identify the right message, deliver the right experience. What consumers demand (or at least want), and it's possible to create brand loyalty beyond reason. That's achieved by focusing, not on big data, but on the "small" data that marketers have about their users, especially their most profitable users.

  • I Heard It Through The Grapevine in Metrics Insider on 07/12/2012

    Making Measurement Make Sense (3MS) has provided principles and solutions to pressing issues of digital measurement standardization. The one that seems to get the most attention is the proposed move from served to viewable ad impressions. The other one that people talk about is GRPs. But the more traction 3MS gets, the more we hear and read a variety of imprecise, even inaccurate stories about what 3MS or the current stage of testing is about.

  • Whither The Viewable Impression Pilots? in Metrics Insider on 05/18/2012

    Industry discussions of viewable ad impressions and cross-media platform comparability using common metrics have become more frequent and more intellectually robust as Making Measurement Make Sense (3MS) has continued. 3MS is the cross ecosystem initiative that is a joint undertaking of the ANA, the 4A's and the IAB, facilitated by Bain & Company, that is changing measurement as we write this column. One question on everyone's mind as we try to determine how to prepare for the pending change in standards is: What is the status of the viewable impression pilots?

  • Of Myths And Missives in Metrics Insider on 03/21/2012

    Lately 3MS has been widely referenced in blog posts and presentations on digital measurement. It has spilled over into broader contexts like cross-platform measurement, and shows up at venues focused on offline media. This is wonderful, and speaks to the ecosystem's avid desire to make measurement make sense, and to do so with care as well as speed. Points of view are the interest we earn on our investment to facilitate the process, and interest earned on the time commitment made by executives from across the ecosystem. Points of view and perspectives sometimes need grounding in the facts. Following is a compendium of oft-heard or -read misconceptions, along with some frequently asked questions (just for good measure).

Comments by mike All comments by mike

  • Coming Soon: The Creative War Room Of The Future by Cory Treffiletti (Online Spin on 11/16/2016)

    Cory,As long as your creativevprocess starts with a yuuugely insightful creative briefthat is driven more by emotion and less by reason, I agree with you.

  • Big Clients Big On Data To Manage Agencies, Media Metrics Rank Highest by Joe Mandese (MediaDailyNews on 10/31/2016)

    Ed,Yes, the data that informs the creation of messaging are different data.....the user data that marketers have about their power users..These power users have discernible profiles and measurable affinities.When marketers use  these power user data to inform creative briefs, agencies can create brilliant messaging  that can result in brand loyaty beyond reasonAt last week's ANA Conference, new ANA Chairman Marc Pritchard called for agencies to raise the creative bar ..to'create the most abundant explosion of creativity the world has ever seen.Then, and only then , can  the 'big" data which inform where these brilliant messages run,work to the advantage of marketers, creative agencies ,media agencies and media owners.In short..everybody.

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