Marketers Up New Media Spend, but Question its ROI by Daisy Whitney

Digital advertising venues offer a plethora of data for marketers to mine, but there's still not enough to prove ROI, including for online video. That's the finding of a survey of more than 200 marketers conducted by the Association of National Advertisers this spring. The study released Monday and revealed that even as new media advertising on mobile phones, social media and online video grows, marketers still aren't terribly confident in these platforms. ...Read the whole story

  • If Content Really Is King, Then Madison Avenue's May Be Facing $3 Bil Digital Ransom by Joe Mandese

    LAGUNA NIGUEL, CA - If content truly is king, then be prepared for Madison Avenue's brand-generated content to be held for a $3 billion ransom. That's what the Association of National Advertisers' chief counsel more or less suggested will happen next year when the Hollywood talent unions - SAG and AFTRA - try to get their hooks into the kind of digital marketing content that is not currently classified as "advertising" or "commercials" and therefore does not fall under current contract provisions between Madison Avenue and its commercial talent pool. ...Read the whole story

  • Media Rating Council To Lead 3MS, Set Standards For 'Viewable Impressions,' e-GRPs by Joe Mandese

    LAGUNA NIGUEL, CA --The Media Rating Council has emerged as the ad industry's central entity for coordinating and executing the main components of Madison Avenue's so-called 3MS initiative, Association of National Advertisers chief Bob Liodice revealed Monday during the opening session of the ANA's Digital and Social Media Summit here. 3MS, which stands for "Making Measurement Make Sense," was created by the ANA, the 4As and the IAB to tackle the big issues surrounding cross-media measurement in a digital age, and Liodice told attendees that the MRC would take on the role of managing the core aspects of its effo ...Read the whole story

  • Ad, Media Coalition Taps Symphony To Orchestrate 'Cross-Platform' Ad Effect Research by Joe Mandese

    The Coalition for Innovative Media Measurement (CIMM), a trade group created by Madison Avenue and big media companies to research and develop better methods for measuring audiences in an increasingly "cross-platform" media world, has tapped Symphony Advanced Media to "pilot test" what it hopes will be a better approach for measuring the effectiveness of advertising placed across various media. The test comes as others in the advertising and media industry are accelerating their efforts to understand the contribution various media have on audiences and advertising effectiveness, including the Association of National Advertisers, which on Monday announced that the Media Rating ...Read the whole story

  • Is TV Everywhere Doomed...On Purpose? by Ross Fadner

    Is TV Everywhere doomed? Some media industry analysts seem to think so. The broad experiment by pay-TV providers to offer their subscribers access to TV content on Web-enabled devices has failed to gain traction, although many pay-TV providers have been offering such services now for years. ...Read the whole story

  • Mogreet Puts Video Ad Inventory In Text Messages by Laurie Sullivan

    Mogreet launched the AdStitch mobile advertising service Tuesday, combining high-quality video ads with mobile messaging to help brands easily recoup return on investments. ...Read the whole story

Around The Net

The Chasm Between Vcs And Content Companies Is About To Get Larger by Ashkan Karbasfrooshan

History has a way of repeating itself -- except, of course, when it doesn't. Back in 2000, I saw firsthand how venture-backed TheMan crashed, burning through $17 million in capital, while my company AskMen survived and thrived on only $500,000 in funding. Today, AskMen is a unit in FOX's empire; TheMan is a footnote in dot-com history. ...More

  • A Vaccine For The Viral Virus by Alison Provost

    Was George Romero the keynote speaker at the last major marketer's meeting? Because a zombie apocalypse seems to have overtaken the marketing industry and given rise to a fast-growing legion of marketers in single-minded pursuit of one thing and only one thing. No, not brains -- brains are clearly missing from this equation -- but viral video. ...More

  • Jive Creates Entertaining Video That Fails To Inform Users About The Company by Larry Dobrow

    It was roughly ten years ago that a crack team of bureaucrats and behavioral therapists declared me constitutionally unfit for office duty. Owing to a handful of sins against community - neglecting to lid my Beefaroni before reheating it, refusing to make small talk about the winter cold/spring pollen/summer heat/autumn pleasantness - I was blacklisted from employment at any venue that would place me within farting distance of other human beings. While I haven't entirely fallen into freelance disrepair - I equate pants, and the donning thereof, with dignity - it's been a lonely, if professionally satisfying and hyperproductive, last ...More