• Earned Media Will Matter Less
    There will be wide ranging discussions being had of how the traditional broadcast television model evolves into a form that can live on TVs, laptops, tablets and mobile.  Each screen has its own personality, set of capabilities and relationship to the viewer/user.  Ultimately, those that match the content to the experience of the device, along with the inherent ecosystem and conversion model, will reap the benefits.  Earned media will matter less in this model as paid will be able to deliver razor sharp results for the right advertiser. Eli Singer, Founder and CEO of Entrinsic
  • Magnetic Marketing In Social Media Pushes Past Traditional Push-Pull Advertising
    From the days of "Mad Men" up through the beginning of the 21st Century, the marketing paradigms of 'push and pull' existed in the supply chain management as the exchange of a product between two parties. On the supply side, the brand traditionally 'pushed' the message out to the consumer, while on the market side, those same consumers 'pulled' the goods or information when they have a need. If TV, Newspapers and Billboards are Push Marketing - and Web 2.0 and user-generated content produces Pull Marketing, what's prompting 'Magnetic Marketing?' Magnetic marketing is when the consumer and brand are drawn …
  • The Future of Media Will Steamroll You If You're Not Prepared
    The future of media will shadow the future of digital.  Where digital marketing goes consumers and marketers will surely follow.  It will be those businesses that keep one step ahead of changes in consumer media consumption, not one step behind, that will stay relevant and thrive.  There are tablets, smartphones, addressable TV, and will be tons of stuff we don’t even know about yet.  What’s your marketing strategy for Project Glass?   If you’re in the education space, should you be worried about Kahn Academy?  It might take you years to catch up and by that time, some even …
  • The Dreamboard
    If I could hop into my Delorian and visit the future of online media (let's say mid 2013) my hope is that I, along with my fellow advertisers, will have a clear and succinct dashboard that will show me all of our online marketing touch points. I'm talking organic search, paid search, CSE's, Affiliates, Email, Banner and Video impressions and clicks, Social, everything. Not just impressions, clicks, costs, and sales, but how all of it interacts. This Dreamboard, I'll call it, will show me what impact display has on search. It will show me what happens to paid …
  • Challenging Interactions
    Nowhere are the challenges of media more evident than in the shift in how people interact with media today, and in the rapid adoption of mobile advertising. Both are providing audiences with more and better access and control options. It’s the age of consumers interacting with media “anytime” and “anywhere” they wish.  Media’s opportunity here is in shaping the interaction points and behavior of consumers by using new technology and platforms. For advertisers, these challenges also mean new opportunities. They can play a vital role in shaping the interaction points and behavior of consumers by using new technology and platforms …
  • Less Privacy
    I believe the future of media will continue to be a powerful force in society. As much hype as we give the Internet, we can’t confirm that TV or radio will ever die out. As more new technologies emerge, the importance of television and radio only grows. I believe the true future of media will result in less and less privacy, as well as easier ways to be located. Every app update is a new way to “find” or “locate” your friends and followers. With media being the most powerful medium in the world, the future of media will include …
  • The Future of Private Exchanges
    Over the last year, many publishers-the latest of whom is Hearst- have set up private exchanges, thinking they would be the Holy Grail to raise revenues and solve the problem of selling their premium real estate at more than remnant CPMs. As yet, most of the private exchanges haven't succeeded, and now as a group they arecoming down the other side of the hype cycle. Publishers are still missing revenue targets, and the Lumascape just keeps getting more crowded.