We're all looking for good ideas. Whether you're a marketer straining for that additional share point, or an agency exec looking for that next big thing for your client, or a publisher looking for the next killer platform, we're all out there searching for good ideas, which are at the core of innovation. Innovation, we're told, is the solution to all of our problems and the key to all of our opportunities: whether it's the economy or fossil fuel independence or reversing diminishing returns in our media plan or making our latest webisode "go viral." Okay, but how do we …

Many people ask what performance marketing is -- but I think it's clear that ALL marketing is performance marketing. Let's look at it from a slightly different perspective. What is "under-performance marketing"? That would be the science of spending money to talk to the wrong consumers, with utter disregard for the ROI of your spend. Sounds like a very small fraction of the marketplace to me. At best I can think of one, maybe two brands in the history of marketing that fall under this definition (and, yes -- you know who you are).

The television commercial is shrinking. Don't worry, this is not a television-bashing session. After all, it was only a couple columns ago I wrote "Why Television Is Still King." And it is. But the television commercial is still shrinking, literally. According to Nielsen, the number of 15-second television commercials is growing compared to the number of 30-second spots.

We've been talking about buying audiences -- rather than buying clicks or buying content -- for some time now. It's more than a planning concept. It's more than entry-level behavior targeting. At its best, its promise is pegged on ultra-efficiency and getting your hands on unique, advanced consumer data profiles. Further, when the process of buying audiences works out for you, you are able to engage through digital outlets to gradually understand who your best customers are (or what they look like by profile) and how to increasingly maximize the output of that relationship.

We all know that the holiday season is the most important time of year for online merchants. And this recessionary year will be especially competitive as more merchants duke it out for every prospective shopper. With close to 46% of total sales influenced by online media and marketing, according to Forrester Research, having a smart online marketing strategy is critical for survival and success. Search engine marketing continues as the most effective way to connect with customers, with over 57% of customers starting with a search engine to start looking for a product they desire, according to Power Reviews' 2010 …

If you work around the media industry, you certainly hear the term ARPU a lot. ARPU stands for Average Revenue Per User. Media businesses are always talking about how they are going to increase that number every year. As companies create more and more digital media, entertainment and communication services for mainstream Americans, from gaming to movie streaming to smart phone apps, these developers and their digital distributors have visions of even more ARPU. More stuff; more user fees; more ARPU. However, as WPP's Group M chief Irwin Gotlieb warned attendees today at the OnScreen Media Summit, "There's no more …

It was an early morning last week, and my 17-month-old son was sitting next to me in bed as I reviewed my email and got ready for the day. Since it was a Wednesday, I knew that somewhere in my inbox would be my Online Spin, since I write the Wednesday edition. As I scrolled through the clutter that is my inbox, I looked away while the Spin loaded. Much to my personal joy, my son pointed at the image of me smiling in the preview panel and said "Dadda," then pointed at me and said "Dadda" again with a …

It seems like only yesterday Google was constantly reminding everyone who would listen that Google was NOT a media company. My guess is that Google wouldn't be so adamant now, given the release of GoogleTV. But even GoogleTV doesn't automatically bucket Google with media companies, at least not as people have known media companies to date.

Any story that involves disguises -- wigs, dyed hair, knit caps -- will capture my attention, every time. But, add journalistic themes and digital, and I am riveted. I spent most of last week and the weekend entranced by the story of Wikileaks.org founder Julian Assange, who is somewhat on the run for his establishment of this massive, digitally supported whistle-blowing operation.

Direct mail has become so deceptive -- and increasingly ignored by prospects -- that some marketers are taking the opposite tack: blatantly labeling their mail as "Advertisement."