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mike donahue

Member since July 2015Contact mike

  • Founder, connecting the dots
  • 1025 North O st
  • Lake Worth Florida
  • 33460 USA

Articles by mike All articles by mike

  • Everything Wasn't So Great In Programmatic in Digital News Daily on 11/14/2017

    Sometimes, the best way to make a point is via send-up. Grab a song from a classic Broadway musical and adding your own media spin.

  • What Digital ROI Is Really About, In Three Words in Digital News Daily on 09/06/2017

    To properly calculate return on digital media investment we must take into account two other words beginning with the letter I: intent and impressions. What is the advertiser's intent? Simply put, it is to get the best brand outcomes from buying orders of magnitude impressions against brand prospects and brand users targeted by their behavior as identified by their intent visiting websites.

  • The 3 Most Important Words In Digital Marketing in Digital News Daily on 08/21/2017

    Ideally, all parties in the digital-media supply chain intend to deliver positive outcomes at the fairest, totally transparent price.

  • Digital Media Imperative: Stop Bot Fraud Before It Can Happen in MediaDailyNews on 05/30/2017

    Advertiser money lost to bot fraud is the biggest impediment to digital media being optimized for trustworthy, transparent uses and positive, measurable brand outcomes. Yet a recent study reported only 18% of digital marketers have a zero tolerance for ad fraud.

  • Back To The Future: The 12% Commission in MediaDailyNews on 05/23/2017

    The latest edition of the Association of National Advertisers' "Trends In Agency Compensation" report shows a rebound for the media commissions model, jumping to 12% this year from a low of 3% of respondents in 2010. I predict by the time the ANA conducts its next study, it will be orders of magnitude higher.

  • Welcome To The Tin Age Of Marketing in MediaDailyNews on 07/20/2016

    Technological innovation makes television look like tin can to tin communication on a string. Yet people aren't happy, like the '50s. And marketers aren't either. Why?

  • Digital Bill Of Rights (Proposed) in Real-Time Daily on 10/20/2015

    I'm glad Randall Rothenberg and Scott Cunningham at the IAB have decided to take action to recognize that consumers have the right to block digital ads... as part of what I believe is The Digital Bill of Rights.

  • Why I Don't Fast-Forward Through TV Commercials in Real-Time Daily on 10/19/2015

    I was not surprised recently when I read a MediaPost article reporting that fast-forwarding through TV ads happens way less than many people realize. That inspired me to share my own confession of a non-zapper. And it's not just because most of my career was spent in a creative agency, and the rest working for the 4A's on behalf of all agencies.

  • Native: Why And How in MediaDailyNews on 03/21/2015

    I believe native advertising is the best thing to happen to digital advertising since GM O'Connell's agency, Modem Media created the first banner ad that ran in Wired in 1994. That seminal banner ad achieved a click-through rate of 43.2%. Ah, those were the days. But back to the reality of today, which explains why I like native so much.

  • Measuring Consumer Engagement: A Great Concept That Has Never Been Tried in MediaDailyNews on 10/01/2014

    What does it take to get a consumer to engage with that ad? Because if they don't engage, they won't think better of the product advertised or, worse yet, won't effect a transaction.

Comments by mike All comments by mike

  • It's Time To Think About, Well, Time by Joe Mandese (Video Insider on 09/19/2017)

    Joe, One reason viewability has not been universally embraced is this:Too many people conflate viewability and engagement.i was an early proponent of viewability because I knew that an ad served is not necessarily an ad that has an opportunityto be seen.I saw viewability as step two of a necessary three step process.1) the ad is measurably served 2) the ad is measurably viewable4) the ad is measurably engaging Stay tuned as MediaRatingCouncil is about to certify engagement measurement just as it did with ads served and ads viewable.

  • What You Don't Hear Is What Gets You by Ted McConnell (Media Insider on 09/07/2017)

    Ted,Brilliant... as usual.Your exhortation for marketers not to be silent is complemented by my exhortation to marketers that  they must not be guilty of FOFO... Fear Of Finding Out.

  • Will Mobile Become The Dog Wagging TV Advertising's Tail? by Dave Morgan (Media Insider on 08/31/2017)

    I agree, Dave.Now if only there could be more focus on creating mobile ads that are as effective in telling brand stories and creating brand outcomes as TV ads do.

  • What The Ad Industry Can Learn From Nazis And Terrorists by George Simpson (MediaDailyNews on 08/24/2017)

    George,There is evidence that terrorists are funding their recruitment efforts from the billions of dollars generated by bot fraud.Until the industry insists that no money be sent to any site until it is verified that humans visit that site, the bot fraud money will not stop.Only 10 million of the 330 million websites are visited by humans.Just'sayin.

  • Audience Measurement 2017: A Conversation With ARF Chief Scott McDonald by Joe Mandese (MediaDailyNews on 06/09/2017)

    Scott,Glad you're putting a high priority on fraud. Check out my May 31 MediaPost blog titled: A Digital Media Imperative:Stop Bot Fraud Before It Can Happen

  • Back To The Future: The 12% Commission by Mike Donahue (MediaDailyNews on 05/23/2017)

    Al,  I am including only production costs. The media commissions paid for the staff costs of creating ads.

  • Back To The Future: The 12% Commission by Mike Donahue (MediaDailyNews on 05/23/2017)

    Al,  I am including only production costs. The media commissions paid for the staff costs of creating ads.

  • Brand Safety Emerges As A Big Theme Of NewFronts by Tobi Elkin (RTBlog on 05/12/2017)

    George,Marketers, led by Marc Pritchard, have gone from being guilty of FOMO to NOT being guilty of FOFO.FOMO: Fear of missing outFOFO:  Fear of Finding out... how            much of their ad money            is going to really bad actors.Prediction: Marketers are taking control                 to huuugely reduce fraud.Stay tuned.

  • Brand Safety Emerges As A Big Theme Of NewFronts by Tobi Elkin (RTBlog on 05/12/2017)

    George,Marketers, led by Marc Pritchard, have gone from being guilty of FOMO to NOT being guilty of FOFO.FOMO: Fear of missing outFOFO:  Fear of Finding out... how            much of their ad money            is going to really bad actors.Prediction: Marketers are taking control                 to huuugely reduce fraud.Stay tuned.

  • Brand Safety Emerges As A Big Theme Of NewFronts by Tobi Elkin (RTBlog on 05/12/2017)

    George,Marketers, led by Marc Pritchard, have gone from being guilty of FOMO to NOT being guilty of FOFO.FOMO: Fear of missing outFOFO:  Fear of Finding out... how            much of their ad money            is going to really bad actors.Prediction: Marketers are taking control                 to huuugely reduce fraud.Stay tuned.

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