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mike donahue

Member since July 2015Contact mike

  • Founder, connecting the dots
  • Jersey City New Jersey
  • 07302 USA

Articles by mike All articles by mike

  • 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.

  • It's About More Than Big Data in MediaDailyNews on 09/05/2014

    Big data is not a shiny new toy...not the digital flavor du jour. That said, with Big Data, I think there is a lot less there than meets the eye.

  • The Demand Chain Is More Important Than The Supply Chain in MediaDailyNews on 08/26/2014

    The demand chain is simplicity on steroids -identify the right message, deliver the right experience. What consumers demand (or at least want), and it's possible to create brand loyalty beyond reason. That's achieved by focusing, not on big data, but on the "small" data that marketers have about their users, especially their most profitable users.

  • I Heard It Through The Grapevine in Metrics Insider on 07/12/2012

    Making Measurement Make Sense (3MS) has provided principles and solutions to pressing issues of digital measurement standardization. The one that seems to get the most attention is the proposed move from served to viewable ad impressions. The other one that people talk about is GRPs. But the more traction 3MS gets, the more we hear and read a variety of imprecise, even inaccurate stories about what 3MS or the current stage of testing is about.

Comments by mike All comments by mike

  • 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.

  • The Chaos Theory Of Marketing by Gord Hotchkiss (Online Spin on 03/14/2017)

    Cory,You should add the Zero Sum problem to your thoughtful discourse.Zero Sum applies to the cost of  technoloigy devices, and data plans supporting them,being essential ,not discretionary,ongoing costs and reducing the amount of money families  have to spend on other essential itemsBecause the middle class population cohort has less after tax money to spend than in 2006, the year smart phones and their data plans were introduced,the $300 monthly they spend on these items reduces the amount they have to spend on other essential items. That's $300 out of $3300 after tax cash.In this zero sum world, every company marketing other essential items is in a world of big btime hurt.Small wonder, P&G has sold off 40% of its brand portfolio in the last three years.

  • Coming Soon: The Creative War Room Of The Future by Cory Treffiletti (Online Spin on 11/16/2016)

    Cory,As long as your creativevprocess starts with a yuuugely insightful creative briefthat is driven more by emotion and less by reason, I agree with you.

  • Big Clients Big On Data To Manage Agencies, Media Metrics Rank Highest by Joe Mandese (MediaDailyNews on 10/31/2016)

    Ed,Yes, the data that informs the creation of messaging are different data.....the user data that marketers have about their power users..These power users have discernible profiles and measurable affinities.When marketers use  these power user data to inform creative briefs, agencies can create brilliant messaging  that can result in brand loyaty beyond reasonAt last week's ANA Conference, new ANA Chairman Marc Pritchard called for agencies to raise the creative bar ..to'create the most abundant explosion of creativity the world has ever seen.Then, and only then , can  the 'big" data which inform where these brilliant messages run,work to the advantage of marketers, creative agencies ,media agencies and media owners.In short..everybody.

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