- Do The Laws Of Branding Not Apply Online?
Online Spin, Joe Marchese - Tuesday, November 6, 2007
Don't get me wrong, I love what Microsoft is doing. The concept of proper "click attribution," or giving credit to all of the impression prior to a click that m ...
- A Tipping Point For Social Media Advertising
Online Spin, Joe Marchese - Tuesday, October 30, 2007
Last week in "A Tipping Point For Social Media Advertising" we began to explore the ever-expanding role of the tipping point phenomenon to tomorrow's advertisers. We focused on the ne ...
- A Tipping Point For Social Media Advertising
Online Spin, Joe Marchese - Wednesday, October 24, 2007
A cultural tipping point, a concept given definition and made famous by Malcolm Gladwell's phenomenal study of cultural epidemics, "The Tipping Point," is the point at which an idea reach ...
- Consumer-Products/New-Media Companies?
Online Spin, Joe Marchese - Tuesday, October 16, 2007
Is Nike a consumer-products or a new-media company? It sounds like a ludicrous question, until you consider the shifting resource focus of Nike's brand gurus highlighted in this week's Loui ...
- Does TiVo = Economic Collapse?
Online Spin, Joe Marchese - Tuesday, October 9, 2007
This week I came across a doctoral study (http://www.wfanet.org/docfiles/A2061D1412.pdf) examining the nature of the relationship between advertising spend and economic growth that really caught my interest (in case you a ...
- Microsoft Regarding Google: If You Can't Beat 'Em...
Online Spin, Joe Marchese - Tuesday, October 2, 2007
The new arms race between Microsoft and Google will change the face of advertising forever, and it's a good thing for the Internet ecosystem. There is no way Microsoft wi ...
- Closing The Digital Brand Sale
Online Spin, Joe Marchese - Tuesday, September 25, 2007
Being in New York for Ad Week is always interesting. Early in the week, the digital advertising conversations I have had seem to be converging around a couple of k ...
- Conversational Marketing
Online Spin, Joe Marchese - Tuesday, September 18, 2007
This past week I had the pleasure of attending an amazing conference put on by Federated Media dedicated solely to conversational marketing, a concept I have for some time firm ...
- The Online Advertising Conundrum -- More Metrics, Less Meaning
Online Spin, Joe Marchese - Tuesday, September 11, 2007
Last week's Metrics Insider, by ComScore Chief Research Officer Josh Chasin, does an excellent job of laying out one of the major issues facing online advertising: the lack of measureme ...
- Improving Traditional Media Through Social Media
Online Spin, Joe Marchese - Tuesday, August 28, 2007
A couple of weeks ago we got into what is, in my opinion, the most important characteristic of social media advertising: In social media, the publisher is the consumer. It ...
- Advertising's Potential To Pacify Portal's Pains
Online Spin, Joe Marchese - Tuesday, August 21, 2007
"We are not trying to build yesterday's portal," said Ron Grant, AOL's president. "We are trying to build a network of sites that users can combine or do whatever th ...
- The Future Of Ad Creative In Pull Markets
Online Spin, Joe Marchese - Tuesday, August 14, 2007
Last week's discussion of how, in social media, "the publisher is the consumer," begged the eternal question: So what? One answer to this question is that the emergence of pu ...
- Social Media Advertising: The 'Publisher Is The Consumer'
Online Spin, Joe Marchese - Tuesday, August 7, 2007
Pull advertising is a necessity of distributed media advertising. As media have continued to fragment, I have seen arguments for Webs site publishers to play an active role in pulli ...
- Can Social Media Prove Brand Advertising's Effectiveness?
Online Spin, Joe Marchese - Tuesday, July 31, 2007
Many people, myself included, have outlined the astounding discrepancy in standards applied to traditional advertising spend versus online advertising spend. But rather than trying to get new-media outlets held ...
- John Locke To Al Gore: Tech Changes, Advertising Remains
Online Spin, Joe Marchese - Tuesday, July 24, 2007
The ad industry needs to take stock of the massive potential shockwaves digital and social media will have on market shares and bottom lines. We should also consider the implicatio ...
- Targeting: To What End?
Online Spin, Joe Marchese - Tuesday, July 17, 2007
Statement: Digital media advertising technologies will allow for unprecedented targeting. Question: Targeting of what and to what end? It's true that these technologies are improving daily in their ability ...
- If I Were Rupert Murdoch...
Online Spin, Joe Marchese - Tuesday, July 10, 2007
Try finding a media or advertising article these days that doesn't in some way end up at Murdoch's doorstep. It's like media's version of "6 degrees of Kevin Bacon," exce ...
- Does The Talent Agency Model Hold The Key To Brand Advertising's Future?
Online Spin, Joe Marchese - Tuesday, June 26, 2007
Contextual targeting for video content will inevitably lead to the exact same result as contextually targeting text-based content: a decent return for direct marketers and an overwhelming lack of participati ...
- Advertisers' Social Media Strategies: History Repeated?
Online Spin, Joe Marchese - Tuesday, June 19, 2007
This weekend I picked up a great Harvard Business Review article outlining a clear overinvestment by corporate America in "destination Web sites" that are failing to return on investment becau ...
- Dipping Your Toes Into Digital Social Media Advertising
Online Spin, Joe Marchese - Tuesday, June 12, 2007
After the dialogue following last week's post, I wanted to expand on social media's definition a bit this week, as well as look at some easy ways to get start ...
- Defining Social Media
Online Spin, Joe Marchese - Tuesday, June 5, 2007
It's hard to hold conversations when everyone who's talking has varying views on the definitions of key vocabulary. Yet our entire industry is talking about social media -- and ...
- What The Social Media OS Strategy Means To Advertisers
Online Spin, Joe Marchese - Tuesday, May 29, 2007
Facebook has fired the starting gun signaling the race to social media's next evolution, gaining a significant edge in the race. The open call is for droves of driven, innovati ...
- The Digital Media Empire
Online Spin, Joe Marchese - Tuesday, May 22, 2007
The death of print news is inevitable. Even with the timeline still very much in question, news printed on dead trees with ink that will come off on your hand ...
- Advertising's Role In Crippling The Internet As A Medium
Online Spin, Joe Marchese - Tuesday, May 15, 2007
Due to the reactive nature of the Internet economy to continuously and immediately oversupply any clearly defined demand, advertisers and advertising technologies have played, and continue to play, a defini ...
- Mutual Relevancy And Distributed Creative Development
Online Spin, Joe Marchese - Tuesday, May 8, 2007
Any platform with aspirations to provide access to brand advertising opportunities across the new media landscape must be able to efficiently achieve "mutual relevancy" -- that is, emotional relevancy ...
- News Corp's Nightmare Scenario: Achieving 'Never-Ending Friending'
Online Spin, Joe Marchese - Tuesday, May 1, 2007
We have all been told, "Be careful what you wish for." One wonders if this truism shouldn't bear careful consideration by News Corp, given its current monetization ambitions through bran ...
- Forget Innovative; Be Inspiring
Online Spin, Joe Marchese - Tuesday, April 24, 2007
It's not often I'd take the bait and disagree with the director of research at the Oxford Internet Institute (part of OxfordUniversity), but I am feeling bold today. I thi ...
- Web 2.0: Where's The Business Model?
Online Spin, Joe Marchese - Tuesday, April 17, 2007
You can measure the rate of change in an industry by the number of conferences held to address key issues and discuss innovative solutions. In turn you can discern t ...
- Advertising's Futures Market
Online Spin, Joe Marchese - Tuesday, April 10, 2007
Prediction markets fascinate me. Who can argue with the idea of creating markets for ideas? The basic premise of predictions markets is to aggregate the opinions of "the many" ...
- Advertising's Prisoner's Dilemma
Online Spin, Joe Marchese - Tuesday, April 3, 2007
How many ad units are you exposed to on any given Web page -- banner, page sponsor ads at the right and bottom, center box etc.? Flashing banner ads, ro ...