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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

  • Forget The Distractions - What Marketers Really Need To Take From CES in MediaDailyNews on 01/12/2015

    The biggest mistake we've made thus far is to mindlessly apply old advertising techniques to new platforms. We have to establish new behaviors and best practices toward opportunities that arise with emerging technology. The question is -- what does all of this mean for advertisers and for the long term?

  • The Next Big Thing Is Small in MediaDailyNews on 12/16/2014

    We're in a battle between legacy providers and new incumbents, and the assets that made companies of the past succeed now appear to be liabilities. How do companies best equip themselves for the future? The most transformative technology happens in leaps or paradigm shifts, where the last mover has the advantage because they get to reinvent with the new.

  • What If We Reimagined Advertising?  in MediaDailyNews on 12/04/2014

    Reimagination happens when we forget all known constraints and start anew. It's not an improvement or a redesign -- it's literally blowing it all up. I love it.

  • Drones Are Marketing's Weapon Of Mass Distraction in MediaDailyNews on 11/17/2014

    We won't be saving people's lives with ambulance drones soon, we won't be getting Amazon packages via Prime Air ever, and airborne pizza runs are out of the question. Drones for such uses are so critically flawed that to see the amount of press attention they garner makes me concerned about our collective intelligence.

  • Why Digital Advertising Will Never Surpass $100B in MediaDailyNews on 11/07/2014

    All these quotes about "digital advertising surpassing $100B by 2019" are great and all, but what on earth is digital advertising? Even now, the marketplace is rather confusing, let alone what it will be in 2019. Why is a radio ad on Spotify a digital ad, but the same ad on a radio station is a radio ad?

  • The Post-Fragmentation Marketing World in MediaDailyNews on 10/31/2014

    Advertising is a $300 billion-a-year global industry that's working for nobody -- consumers, media owners, agencies or brands -- yet the softly beating pulse of the global recovery means that few have the urgency or brevity to rebuild a system that is not fit for the purpose.

  • Snapchat Ads Could Change Everything in MediaDailyNews on 10/20/2014

    Snapchat just made online ads interesting and new. Snapchat ads give us an entirely new problem: we now need to make ads that people want to see, and we can make them any length, but they can't be shared, commented on and can't lead anywhere. They will disappear within seconds -- and if, as an industry combined we make terrible ads, people won't ever click on them again. I like the idea of this challenge.

  • Let's Drop The Words Digital And Social in MediaDailyNews on 10/14/2014

    Digital remains one of the most powerful and pervasive words in marketing today, which I find odd because it's about the most vague and useless word out there. Social media, content, mobile are not verticals; they are horizontals that cut through every other channel. We need to stop thinking of all these new disciples as channels and start thinking of them as places to optimize existing disciplines.

  • What If Internet Wasn't Ad-Funded? in MediaDailyNews on 10/07/2014

    The problem for news sources is it's impossible for quality content to keep up with the thrusting challenge of cheap fast food, it's expensive, doesn't spread virally, of limited appeal, both in audience and occasion.

  • The Problem With Digital Media: It's Cheap in MediaDailyNews on 09/29/2014

    One of the biggest problems clients' have today is reaching their audience. We've talked endlessly about media fragmentation and the era of distractions, but the real problem seems to be that people are migrating to places where it's harder to reach them.

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