Barry Lowenthal

Articles by Barry All articles by Barry

• The Future Of Media Is IRL in MediaDailyNews on 04/12/2023
  

  The future of media does not solely lie in dominant digital platforms, but in grassroots connections forged by people coming together in real life around ideas. By embracing real-life connections, grassroots movements, and community-driven initiatives, we can potentially shift toward a more balanced and positive approach to media.

• 7 Things I Learned From A 6-Month Networking Blitz in MediaDailyNews on 11/01/2022
  

  Six months ago my job ended and I had the opportunity to reimagine what I'd do next. I spent 16 years running a media agency and spent my time managing people and clients, celebrating successes and putting out fires.

• Auto-Optimized Audiences: 3 Things You Need To Know in MediaDailyNews on 08/30/2022
  

  Auto-optimizing makes it much easier to buy media, upending the media-planning and buying process -- and is now dramatically changing the creative process. Media buyers don't need to buy against any particular audience -- the platform does it for us.

• What Community-Owned Models Will Look Like, How Your Business Can Prepare in MediaDailyNews on 07/15/2022
  

  If you're looking for an example, companies like Bored Ape Yacht Club, Goblintown and ZenAcademy are already ahead of the curve with strong communities, shared values and ownership through tokenization.

• web3: Three Ways To Prepare For What's Next in Digital News Daily on 06/09/2022
  

  Web3, built using blockchain technology, promises a decentralized peer-to-peer web (no more walled gardens) using token-based economics. We will transact using cryptocurrency like Bitcoin and Ethereum and ownership of our digital identity will be clear using tokens like NFTs.

• Invest In The Infinite - There Is No Other Option in MediaDailyNews on 04/05/2022
  

  We all claim we can buy cheaper, smarter or better -- but how is that be possible if we're all using the same media and optimizing using the same algorithms and platforms?

• The Many Benefits Of Cross-Training Your Media Agency Staff in MAD on 11/02/2021
  

  Cross-training has really helped define our agency and has the potential to define any agency in today's media environment.

• Confronting The Hypocrisy Of Advertising On Instagram And Facebook in Digital News Daily on 09/22/2021
  

  Can we, in good conscience, continue to recommend platforms that directly and negatively impact the mental health of our youth? Platforms should be responsible for helping users feel better about themselves, but recent studies clearly show that is not the case.

• 3 Post-COVID Strategies to Drive Agency Biz Dev in MAD on 06/08/2021
  

  Think of business development in terms of how it impacts 3 core elements of a business: reputation, retention and discovery.

• Should We Eliminate The CIO Role In Agencies? in MAD on 04/26/2021
  

  For many agencies today, the CIO is really an experienced television buyer. This stems from the history of media buying.

Comments by Barry All comments by Barry

• In Digital Crosshairs: Trad TV Needs New Biz Models by Diane Mermigas (On Media on 08/27/2010)
  

  Great post. Well said!

• Eliminating Channel Conflict Between Publishers, Ad Networks by Andy Atherton (Online Media Daily on 02/25/2009)
  

  The best way to beat channel conflict is for each channel to focus on what they do best. Ad networks and exchanges should focus on selling IAB standard display and direct sales should focus on custom units and programs, which garners higher premiums. This approach would reduce the number of sales people but focus direct sales on providing tremendous value to advertisers.

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