Seven Realities That Affect Video

Two years ago, I published the 10 lessons I've learned about online video in my five years of heading my company. Today, in my seventh year, we'll touch on the seven most important realities we face moving forward. ...More

  • Expanding (And Measuring) The Life Cycle Of A Super Bowl Campaign

    Done right, TV Super Bowl ads are a great way to reach a large diverse market, but they can no longer be standalone assets. In order to achieve the greatest long-tail effect and success from commercials, marketers need to develop fully integrated Super Bowl campaigns that optimize digital channels to support and promote these costly TV ads. It's just not as simple as buying high-reach media; the broader ecosystem truly matters. ...More

  • Google Sites Top Online Video Content Viewing

    According to the comScore Video Metrix, 182 million U.S. Internet users watched 38.7 billion online content videos in December, while video ad views totaled 11.3 billion. The 11.3 billion video ad views in December is twice as many as in January 2012, and represents 59% year-over-year growth. ...More

  • Google's Universal Analytics Set To Transform Online Marketing

    The most exciting change brought about by Universal Analytics is the inclusion of more data. While a vast trove of data can be overwhelming to some, anyone who has worked with Google Analytics is aware of its shortcomings. Its lack of transparency has led some marketers to assume certain things about how consumers interact with their Web sites. Making assumptions with data is a recipe for disaster, whether you're conducting a simple science experiment or analyzing a multichannel online marketing campaign. ...More

  • Responsive Type Media: Now You Can Bid Based On A User's Device

    Week Two of RTM Daily, and I have yet another new "R" to throw into the mix. It stands for "responsive." As in responsive design. No, we're not re-branding this newsletter Responsive Type Media, but increasingly, we will be seeing some real-time media and marketing platforms that incorporate a responsive logic to them. The first I've come across was just announced this morning by search advertising platform, which now enables advertisers and media buyers to target paid search ads to users based on the "device type" they are querying from. "It's the first platform for advertiser bidding by mobile ...More

  • Differentiation Creates Value

    If column inches and growth rates are any indication, 2012 will go down as the Year of Real-Time Bidding (RTB). Truth is, RTB is great for buyers who want to efficiently acquire cheap audiences at scale. However, by its very nature, RTB shoehorns everyone's inventory into the same mold so that algorithms will have consistent data for decision-making. The problem is that this one-size-fits-all approach actually fits nobody and is the first step in a race to the bottom for CPMs. ...More

  • Rookie Advertisers Make Noise On Super Bowl Sunday

    This year's list of first-time Super Bowl advertisers includes Unilever's Axe, Gildan Activewear, SodaStream International, Wonderful Pistachios (Paramount Farms), AMC's "The Walking Dead" and two brands that could have upped the recognition factor among viewers even more by joining forces: Oreo cookies and the Milk Processor Education Program. ...More