Shortly after Henry Blodgett's post "Don't Mean To Be Alarmist, But The TV Business May Be Starting To Collapse," the television industry responded quickly, most notably with Brian Wieser's response, "Oh, Please, Of Course TV Isn't Going To Collapse -- We're Watching More All The Time!" While these pundits throw grenades back and forth about the future of video advertising, it has become clear to me that all sides are missing some very important facts that suggest TV viewership numbers are grossly inflated when compared to digital.
While practically everyone cringes when they hear about "hits" as a measurement proxy, purists also roll their eyes when someone puts a big emphasis on page views. In fact, it wasn't until a few years ago that some were calling for the page views' obituary. But like it or not, a page view is a simple and understandable currency to allocate ad dollars, and as such, it won't disappear any time soon.Nonetheless, one metric that some encouraged to take the page view's place was the "average time spent" (ATS) on a site. The fact is, while I understand that average ...
Content owners and distributors are doing their best to make sports content more readily accessible across digital platforms, with major events like the Super Bowl and The Masters making their way online simultaneous to the live, linear broadcast. However, sports content is different from the typical premium content buy advertisers are used to, given the tight controls exuded by the leagues and governing bodies. As such, there are a few things every advertiser should know before adding sports to their online video plan.
First, there was New York City and the OMMA Video event in mid-May. In the Big Apple, a thoughtful and intelligent group of panelists debated whether or not online, Web-based video can really steal dollars from TV. Then, there was Dallas and the Videonomics event held at Cowboys Stadium in late May, where I was given the task of interviewing Mark Cuban
Every now and then we hear about a new fraud threat. For a company that deals with these threats as part of its product offering, it's our bread and butter; the more threats, the more business for us. However, the discussion about "below the fold" ad placement has been stretched too far. Why?
Google represents the first technology company to be fully ad-supported. It's since evolved to being a media company, but "Google-envy" has led many tech firms to dream up the next great ad-supported business, while media companies struggle to maintain a grip on their ad dollars in the first place. In video, while pre-rolls are disruptive (that's good for marketers), they're not adding value to the overall user experience like paid search ads do (which is bad for marketers). Meanwhile, Google's YouTube has so much inventory that it allows users to skip on ads, with advertisers only paying when a user ...
Sunday's brilliant "Mad Men" episode, "The Other Woman," touched on the contemptuous treatment of women in the workplace. The year was early 1967, when women were far from breaking the "glass ceiling" of America's corporate world. We combed through the Archive to hear what some of the women who paved the way to the executive suites in the advertising-adjacent industry of television had to say about their own experiences: