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Tom Goodwin

Member since October 2012 Contact Tom

  • Director, Partner Development IPG Media Lab
  • New York New York
  • 10001 USA

Articles by Tom All articles by Tom

  • Ad Injection Could Be The New Ad Fraud in Online Spin on 05/21/2015

    Mobile operators' threat to block online ads in Europe, reported last week, was startling. The assumption was that, jealous of the pie they'd been missing, operators would hold Google up for ransom. This could be the start of a new wave of advertising, one where ads are removed and new ones injected in place.

  • Time To Think About Regulation For Disruption  in Online Spin on 05/07/2015

    Live-streaming app Periscope was banned this week. Both the NHL and MLB have decided that it's not welcome in their stadiums, which - while totally unenforceable - raises another interesting question: If it's OK to Instagram artwork in museums, how do we make up such rules? How do we define these boundaries? While we are kidding ourselves if we think that Periscope viewing of the Manny Pacquiao fight had a demonstrable effect on box-office revenue, we do get glimpses into future quandaries. This is yet another company "disrupting" a marketplace - and in the process, inventing new behaviors, creating new problems and new opportunities at the same time.

  • Mindless Media Is The New Fast Food in Online Spin on 04/21/2015

    In the age of social media, the editor is fast replaced by the algorithm; curation and distribution comes from our friends, not newsstands; and our opinions are further reinforced and entrenched by selection bias. With major elections underway in the U.K. and U.S., with massive changes in journalism and news brands considering Faustian pacts with Facebook, now seems like a good time to discuss this issue.

  • Are Timesheets Killing Innovation? in Online Spin on 04/09/2015

    Advertising agencies have long used calculating their employees' time as an imperfect but acceptable way to measure effort expended, a roughly correlated proxy to value. The biggest problem I have with this practice: It means we consciously or unconsciously focus on being busy and present, rather than on the quality of our thought and the scale of our ideas -- and, above all else, the contribution we make to a business.

  • Retail Needs To Focus On People, Not Technology in Online Spin on 03/26/2015

    From new accessories like wearables, to new retail techniques like mobile commerce, it's easy to think that everything is changing. Yet in this world of unbound possibilities, we seem to fetishize technology, rather than use it to design products and experiences that cater to new and emerging consumer behaviors. We need to shift our focus away from the shiny new toys that technology provide, and key our eyes to our customers.

  • 8 Trends From SXSW in MediaDailyNews on 03/24/2015

    Once a focal point of the digital design industry, SXSW has grown in size and ambition to become a forum for a wide variety of contemporary issues, seemingly random in nature and curated around no clear principles. However, a few trends emerged from this year's event.

  • The Best And Worst Thing About SXSW  in MediaDailyNews on 03/01/2015

    SXSW is the festival we love to hate -- a bit like Cannes, CES, Mobile World Congress, and, well, everything. There was a brief period of time where SXSW set the agenda, but it seems now that SXSW reflects societal themes -- it no longer makes them.

  • Why Now Is The Most Exciting Time To Work In Advertising in Online Spin on 03/12/2015

    We've got odd names for things at the moment. I tried to make a phone call from my mobile phone the other day and it took me a good few swipes to find the one icon I needed to make a phone call. And yet we call it a mobile phone. It won't be long before we look at our TVs the same way. What was once a single-purpose device to watch TV shows from TV companies, arranged by TV channels, with TV ads, will be as badly named as a mobile phone is today. It's this world, where the TV becomes just another smart surface, that best provides the incredibly exciting context for new advertising.

  • Six Signs We're In The Postdigital Age Of Advertising in Online Spin on 02/26/2015

    One day, advertising will enter a "postdigital age," when the concept and word "digital" will move into the background, where agencies and titles remove that moniker, where conversations switch from the pipes to the content. We're not there yet; we may be five years away.

  • Native Advertising Is The Future, But It Means Nothing in Online Spin on 02/12/2015

    Everybody is talking about native advertising as the future, but it's a meaningless term that spans two totally different concepts. How about we define it properly?

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