• Learning To Love My Boss Jennifer
    When I was 24 years old, I was an assistant media planner at Young & Rubicam on Madison Avenue. I worked on the media plan to support the launch of Kraft fat-free mayonnaise. At that time, I wasn't a big fan of mayonnaise -- and I liked my boss, Jennifer, even less.
  • A Gold Mine Built On Landfill
    The online video industry is exploding -- just ask anyone who is selling, buying or writing about it. Video-play numbers are in the billions, as is the revenue for the pre-roll ads that appear prior to this Web-based content. There are many reasons for this significant growth. But below the surface, the practice of "auto-play" is driving it.
  • Is Viewability The Bogeyman Of Digital Advertising?
    Viewability has been an increasingly hot topic. Advertisers are clamoring for increased viewability levels; companies are scrambling to develop technologies that improve viewability; trade organizations are hard at work setting new viewability guidelines. While I agree that viewability is important, I feel that this is a misplaced concern for a number of reasons.
  • More Meaningless Advice For Premium Publishers
    The advice I have dispensed in this column to premium publishers these past 10 years has been fulfilling for me to give -- and generally ignored. That's not surprising. What I do find perplexing is how so many people in this business of premium publishing ignore their own guts.
  • Why Digital Advertising Is Anything But 'Creative'
    Several years ago, when people really cared about Windows vs. Mac OS, I heard a joke that went something like this: "If cars were designed by Microsoft, we would constantly have to stop to reboot them." Today, I am compelled to make a different joke: "If our highways were designed by advertisers, billboards would jump in the middle of the highway whenever we tried to drive by."
  • It's An Arbitrage Media World -- Premium Publishers Just Die In It
    Market forces are funny things. They travel in the direction they want to travel, no matter how much they are told not to. Despite trying to reverse the direction of these market forces, they have not veered from their original flight plan. As a result, the turbulence they create is causing the premium publishing industry to crash and burn.
  • Is Mobile A Chimera For Publishers?
    The latest issue of the Journal of Advertising Research includes a very interesting article by comScore co-founder Gian Fulgoni titled "The Rise of the Digital Omnivore: What It Means for Advertisers, Publishers, and App Developers," which reports some eye-opening numbers about Internet usage. The punch line, which was recently summarized in another MediaPost article based on an earlier presentation by Fulgoni, is this: Although, as a percentage, desktop traffic has shrunk dramatically relative to mobile in the last four years, the total amount of desktop traffic has actually grown in the same time span.
  • Thoughtless Publishers Drive Away Readers
    Sometimes publishers appear so desperate to increase readership that they overstep their bounds, to the point of becoming downright annoying. Without naming names, I have seen two behaviors in particular that I find annoying. First, some sites fail to use cookies, or simply ignore them, and bombard me with takeover ads or pop-ups begging me to subscribe to their newsletter even if I visit the same site twice within a short time span, and even if I am already registered on that site and already subscribing to their newsletters. Second, and even more annoying, I have found some sites that ...
  • Phaddiction
    In the fourth quarter of 2010, smartphone shipments increased by 87% versus the year prior - and for the first time, outsold personal computers. Consumer time spent on mobile devices caught the entire digital publishing industry off guard because the rate at which consumers spend time on their smartphones is driven by ramped-up addiction. The crack is texting and Snapchat. These two forms of mobile communication feed a hyper and constant physical need to connect, subconsciously inducing teenagers and adults to reach for their phones in a subtle panic every two minutes. As publishers, advertisers and tech platforms, aren't we ...
  • Why Publishers Struggle With Mobile Inventory
    Mobile use continues to grow unabated as a new generation eschews traditional consumption channels. This year, mobile search surpassed desktop for the first time, with no signs of slowing down. For advertisers, this growth whet an appetite to increase mobile ad spend. For publishers, on the other hand, it has caused as much headache as it has opportunity.
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