Results for April 2005
  • Ad:Tech as a Metaphor for Our Industry
    In last week's column, I mentioned Dave Chappelle's comic skit on how the Internet is like a shopping mall. Anyone who's viewed Chappelle's raucous bit can understand why his perspective is so similar to that of many casual Web users - not to mention more apprised industry observers. Many of the people we try to reach online simply don't like our industry or its tactics.
  • Real Asks, "Rent or Buy... How About Both"?
    Rob Glaser, founder and CEO of Real Networks, took out more than a few full page ads to tout his new semi-free, music rental service, Rhapsody25 -- a revamped version of Real's Rhapsody online music service that allows users to download and listen to 25 songs a month free of charge. They also announced Rhapsody To Go, a service that adds portability to the download service.
  • Cookies and Clutter
    If you read my column regularly, you'll note that one of my favorite topics of discussion is clutter. Our world is becoming increasingly cluttered and it's only going to get worse. The more the consumer becomes immunized and unresponsive to established forms of advertising, the more we find innovative, ingenious ways to speak to them and convey the messages of our brands. Hopefully these messages are targeted to the consumers we want to speak to and we avoid disturbing those consumers who show no interest.
  • What Happened to Standard Terms and Conditions?
    The hubbub over standard terms and conditions seems like ancient history. For some time now, we've had a common ground on which agencies and sellers can both stand, known as the IAB/AAAA Terms and Conditions Version 2.0.
  • Want Better Performance?
    You'd have to be living under a rock if you haven't heard all the hoopla about behavioral targeting. Let's face it, knowing what your prospects do, search for, buy, etc. online is the Holy Grail for advertisers (especially this one).
  • Let's Not Miss the Point of Consumer Cookie Deletion
    Web research company InsightExpress announced that while plenty of consumers think that they delete cookies from their computers monthly, perhaps only about a third of those consumers actually succeed in doing so.

    "The deletion of cookies is greatly exaggerated" read the report, which will be released between the parties at Ad:Tech San Francisco next week. I have to admit, when I initially heard the JupiterResearch numbers, I thought of the Immaculate Conception.

  • Online Is No Longer "New Media"
    You heard it here first, kids.

    Online is no longer new media. That's right. Online is no longer relegated to the role of the red-headed step child. It is no longer among the flowers in the attic, hidden from the neighbors and respected members of the community.

  • How Do You Value Creative?
    In the past few months we've seen examples of consumers taking ownership of brands and developing their own creative that features their favorite products. We've seen ads developed for iPod and Volkswagen and it creates a situation where ads are being developed, some with strong production value, at almost no cost. Does this phenomenon devalue the role of the agency in the creative process?
  • Atlas: The Sky Isn't Falling on Cookies
    I won't take offense if you call me "Chicken Little."

    Young-Bean Song, director of analytics at Atlas Solutions, released a white paper to me last week concerning cookie lifespan, a subject near and dear to my heart. In it, he claims "[c]ookie-based reporting and analysis continue to provide reliable metrics to measure and optimize online campaigns."

  • Broadband, Bluetooth, and Brands Away From Home
    I'm writing to you while I'm holiday. It is amazing how I am spoiled by the many amenities and conveniences of the United States. I just had to pay to get online and my connection is slooooow. If you are reading this, you are used to life with fat pipes. The fact that broadband technology in the United States is over the 50 percent mark probably makes you breath easier too.
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