- The Myth Of 'User'-Generated Advertising
Online Spin, Joe Marchese - Tuesday, March 27, 2007
User-generated advertising is not the future of advertising. The task of imagining, producing and distributing a compelling brand message will not be left to whoever chooses to pick up ...
- Is Advertising's Future 100% Google?
Online Spin, Joe Marchese - Tuesday, March 20, 2007
I wanted to give a preview of what I will be arguing on my OMMA Hollywood panel "Is the Future of advertising 100% Google?" If what is being proposed i ...
- Does It Take An IVillage To Raise An Online Community?
Online Spin, Joe Marchese - Tuesday, March 13, 2007
The question I keep coming back to is this: Does a content-rich portal like iVillage guarantee the formation of sustainable online community? To date, the answer is a resounding n ...
- The Future Of Social Networks
Online Spin, Joe Marchese - Tuesday, March 6, 2007
To answer the question "What is the future of social networks?" we first have to answer the question "What is a social network?" In reality, the Internet itself is T ...
- The Thinking Person's Guide to Media, Chapter Two: Advertising Philosophy
Media Magazine, Joe Marchese - Tuesday, February 27, 2007
For any discipline, including advertising, there is a science and a philosophy. When people strive to understand quantifiable, repeatable processes, they are focusing on the science of a discipline. Wh ...
- ROI Is Social Media's New ROI
Online Spin, Joe Marchese - Tuesday, February 27, 2007
Looking for ROI on your online marketing campaign? There is a 50% chance you are looking for the wrong thing. That's because ROI is out -- the new thing f ...
- Social Networks And Politics - 'Snakes on a Plane' 2?
Online Spin, Joe Marchese - Tuesday, February 20, 2007
As the use of social networks grows across every demographic grouping, their role in shaping the future of our government will increase exponentially. At current rates, significant social network adopti ...
- All The News That's Fit To Monetize
Online Spin, Joe Marchese - Tuesday, February 13, 2007
Why a weekend of in-depth reports on who gets Anna Nicole Smith's house? Because that's where the ratings (read: money) is, and shame on us for allowing ourselves to ...
- FCC About To Force A Quantum Leap In Advertising's Evolution... Unintentionally
Online Spin, Joe Marchese - Tuesday, February 6, 2007
A recent USA Today piece notes that the Federal Communications Commission may soon force cable and wireless networks to unbundle their service offerings from device sales. If this happens, m ...
- Advertising 3.0? Considering The Advertising Eco-system
Online Spin, Joe Marchese - Tuesday, January 30, 2007
I would like to discuss what I feel is the key to so-called "next generation" advertising. The goal of advertising will always be to increase sales, but the role ...
- Google And The Great (Digital) Outdoors
Online Spin, Joe Marchese - Tuesday, January 23, 2007
The coverage of Google's recent patent application has sparked an avalanche of speculation regarding the implications of digitizing outdoor advertising. What untapped potential will the ROI oracles of online unlo ...
- 2007 Mobile Advertisers Ask: Can You See Me Now?
Online Spin, Joe Marchese - Tuesday, January 16, 2007
Ask almost anyone to name the one device they won't leave home without, and nine times out of ten they will tell you it's their cell phone. But despite t ...
- MySpace: Google's Frienemy?
Online Spin, Joe Marchese - Tuesday, January 9, 2007
While Google may not be considering the agency neither friend nor enemy as it continues its mission to organize the world's content, who does keep Google up at night? ...
- The Social Media Industry In 2007
Online Spin, Joe Marchese - Tuesday, January 2, 2007
New Year's resolutions are funny things. OK, maybe funny isn't the right word; mine are more often then not clear demonstrations of lofty goals I should work hard at b ...
- The Case For $101.25 CPM Rates
Online Spin, Joe Marchese - Tuesday, December 19, 2006
Cost per thousand impressions, or CPM rates; they act as the currency for brand advertising online, as well as across many traditional mediums. But anyone will agree that not a ...
- Google: The Agency Frienemy? An Open Letter to Sorrell, Levy, Roth Et Al
Online Spin, Joe Marchese - Tuesday, December 12, 2006
Google is willing to work with anyone interested in solving the big issues facing advertising; anyone, that is, willing to rethink anything and everything. But the catch is that ...
- Handicapping The Online Video Horse Race
Online Spin, Joe Marchese - Tuesday, December 5, 2006
If you want to watch video online, you certainly have no shortage of choices. There is so much content and so many destinations, one could easily come to the conclusi ...
- Product Placement 2.0: Church And State Revisited
Online Spin, Joe Marchese - Tuesday, November 28, 2006
I would recommend that anybody in the video advertising or production world watch last week's "Studio 60." Interlaced with the show's plot was a debate between the president of N ...
- The Agency's Role In New Media, Part 2
Online Spin, Joe Marchese - Tuesday, November 21, 2006
Since last week we discussed the substantial impact of advertising technologies on agencies' roles, let's take a step back this week and look at what role agencies should play ...
- The Agency's Role In New Media
Online Spin, Joe Marchese - Tuesday, November 14, 2006
Questions abound regarding the role of the traditional agency in the new media landscape: Customization vs. automation? Creativity vs. standardization? Professional vs. user-generated? What will become of an industry dedicat ...
- Brand Advertising and Google: Relevancy vs. Targeting
Online Media Daily, Joe Marchese - Monday, September 25, 2006
Although it is clearly the goal of Microsoft, Yahoo and Google to become one-stop shops for advertisers and it is absolutely the goal of brand advertisers to find new channel ...
- Column: Change Agent -- The Physics of Change
Media Magazine, Joe Marchese - Friday, September 22, 2006
When Bainbridge recently launched its online media practice group, we sought to offer tools companies could use to effectively plan, given the rapidly changing media landscape. The idea was th ...