ONLINE SPIN
by Mark Naples on May 28, 12:00 AM
If you're reading this Friday morning or midday, chances are that you probably have some more work to do and you're kind of procrastinating on this, the mother of all getaway days, as you think about your weekend plans.
ONLINE SPIN
by Jim Meskauskas on May 27, 12:00 AM
The first few days of my week have been spent on the bucolic, humid, mosquito-infested shoreline of the Chesapeake Bay. It is the Spring iMedia Buyer's Summit, where the "crème de la crème" of the online media planning and publishing business meet and discuss the latest activities and trends in the online media and marketing space.
ONLINE SPIN
by Cory Treffiletti on May 26, 12:00 AM
Recently, I re-stumbled upon one of the age-old questions in advertising that I have yet to see anyone solve. The question of which comes first - the media or the creative?
ONLINE SPIN
by Tom Hespos on May 25, 12:00 AM
Many moons ago, I wrote a column on how online DR advertisers need to balance negotiation for performance based ad deals and going rates in the marketplace, in order to ensure that a CPC or CPA deal will actually clear. It is possible to negotiate a performance based deal that will encounter clearance issues because of other ad contracts a publisher might have in place that pay the publisher more handsomely.
ONLINE SPIN
by Seana Mulcahy on May 24, 12:00 AM
While several of you are most likely on the West Coast for Ad:Tech, some of us have remained on the East Coast. Speaking of which, I was happy to see Mark's Spin on Friday in regards to the success of the 212 networking party in New York. After reading it, I felt the need to chime in.
ONLINE SPIN
by Mark Naples on May 21, 12:00 AM
A few years ago, I would join any number of you dear readers at elaborate, loud, boisterous parties that were a hallmark of the Internet boom that became the Internet bubble. I remember one particular party that accompanied a Streaming Media show in San Jose, maybe in 1999. Such was its over-the-top budget, that it made me think I was in Mandalay Bay's Rum Jungle, in Las Vegas. The hosts must have spent $100,000 on it. Can you imagine that?
ONLINE SPIN
by Jim Meskauskas on May 20, 12:00 AM
Over the last couple of years, the online advertising space has been a hotbed of creative development. It seems as though every few weeks there is another "rich media" format that is being touted as the new and improved method for garnering a user's attention and soliciting them for greater attention and engagement.
ONLINE SPIN
by Cory Treffiletti on May 19, 12:00 AM
Behavioral Targeting is a buzzword, and one that is getting lots of airplay recently, but who really understands what behavioral targeting is and why is it such a novel idea?
ONLINE SPIN
by Tom Hespos on May 18, 12:00 AM
Over the years, marketers have used scores of techniques to inflate their relevance to predetermined search terms in search engine databases. According to C|Net, last week a B2B marketer got caught, causing it to be delisted from Google and Yahoo! databases altogether.
ONLINE SPIN
by Seana Mulcahy on May 17, 12:00 AM
One of the hardest questions I get asked is, "How do you know when we've saturated our target audience?" Coupled with that, it seems as if there is always a surplus of impressions out there to be had. Media folks (like me) get wide-eyed when our client's spends are increased. Is it a challenge to "own" and audience? Or, is the challenge obtaining an accurate saturation reading from the dusty old crystal ball?