Starting last summer, as folks were seeking relief in temperature controlled movie theaters and soaking in cooling waters, the first signs started to go up that indicated it might not be safe to go into the water. A creature had found its way into our lakes and lagoons, canals and community swimming pools. It was called Gator...

Our online media markets aren’t very efficient, and those inefficiencies give media buyers some great opportunities - like the foreign media buy opportunity.

With all of the consumer backlash we hear about certain intrusive forms of online advertising – spam, excessive pop-ups, pop-unders and scumware-generated ads – I’m surprised that we don’t see more studies on the negative effects of intrusive online advertising. Tom asks, "How long will it be before we realize that the use of certain tactics can be damaging to a brand? How long before we respect that notion and avoid paying money to negatively predispose people to our products and services?"

Nary a sound was heard, nor mention made, nor ink spilled earlier this week when a surprising relationship was announced that could fundamentally change the way online media is planned, placed, bought and sold.

Last week’s column on Gator stirred up so much response that I called up the company’s VP of Marketing, Scott Eagle, and threw all the pointy questions at him. At the end of the ordeal – and it was a long one – I came away with two thoughts.

Why don’t we pay as much attention to clutter in online media? We all know it’s a variable in determining the ultimate success of our ad campaigns, regardless of whether those campaigns are branding or direct response oriented

Last week Jim gave us 4 axioms for the future, including #3 as... Just because you can do something doesn't mean you should. Spam and pop-unders are everywhere we turn, and they have their place in the medium. The problem now is that they are having EVERY place in the medium, and that just isn't making for happy netizens. To which Nicholas Wilde added "If Shelley were talking about the extreme of a chaotic system, then there must exist the opposite to the example. And that is what rational, creative individuals need to strive for - the proverbial 'diamond in …

Tig's last Spin questioning why Europeans were beating the US at marketing brought on these responses. Charles Pinkerton said "The European approach is driven by a natural skepticsm of advertising. The Europeans require proof that advertising is going to sell something before they invest. Americans tend to take advertising on "faith", it has worked for decades why not now?" While Douglas Crichton says "I am an ex-New York Media guy, currently based in Europe and I just don't see that there is really that much more thought put into efforts over here."

I’m actually quite surprised that more brand advertisers are not using the Internet in the capacity of a relationship-marketing tool. So, what do you think? Do you agree that every brand should employ interactive media in some way? Let us know at the Spin Board.

A week ago Jim shared the 4 most important things he learned last year (in case a pie truck were to hit him), to which abenson added "Mmmmm, Pie." And, Christy Prosapio shared "I loved it! Since when is intimacy and genuine passion sappy? Not to me and not to those responding. Happy New Year to all!!"