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Friday, May 31, 2013

EMBRACING TARGETED COMMUNITIES


Anyone involved in online advertising is well aware of the concern by marketers, publishers and exchanges about the prevalence of phantom or robot traffic. Clearly, this is an issue worth exposing, as non-human traffic can eat away advertising dollars by artificially inflating traffic levels, remaining on a page long enough to trigger pre-roll ads, or worse yet, haphazardly clicking on PPC ads.

Wednesday, April 17, 2013

There's A Word For 'Buying Traffic': It's Called Advertising


I’m writing this in the air, on my way back to New York from Ad:Tech in San Francisco, and I’m feeling…  I don’t know.  Confused? Frustrated? It’s hard to find the right adjective. Throughout the ongoing procession of meetings and conversations, both preplanned and impromptu, there seemed to be one theme, never actually mentioned outright, but rather subtly alluded to.

Wednesday, February 27, 2013

My Roku Experience - And What It's Taught Me About Pre-Roll Ads


I finally broke down and bought a Roku box.  It was easy enough to set up, although not so easy that I’d recommend my dad go out and get one for himself (that would only serve to annoy both him and me).   I signed up for Netflix and Hulu Plus and a few other channels, and proceeded to settle down to see what all the fuss was about.

Thursday, January 24, 2013

Is Online-Video Biz Monetizing Boredom Cure?


Every day, I spend at least a few minutes browsing through MarketingCharts.com, and reading the latest stats about anything and everything Internet-related, particularly when it comes to online video.  In most of the 10 books I’ve written, I’ve included some sort of graph built from studies that other people have done, and I’ve relied on official, published reports to guide my thinking and beliefs

Tuesday, December 4, 2012

Predictions For 2013


I love prediction articles: get them right, and you look like a psychic guru.  Miss the mark, and nobody will remember them, anyway.  So with nothing much to lose, here are my predictions for what the online video world can expect to see in the upcoming year:
1. The term “This is the year of online video” will be written and stated about 35% more often in 2013 than it was in 2012.

Wednesday, October 24, 2012

Beyond The Pre-Roll


Among the long list of problems threatening the planet -- civil war in Syria, economic collapse in Greece, the potential demise of the European Union, earthquakes in Japan -- it’s the world’s population of Internet users who clearly face the biggest hardships of all, having to suffer through paper towel and laundry detergent commercials before getting to watch the latest “kitten in a cardboard box” video.

Tuesday, April 17, 2012

Don't Demonize The Brands


Maybe it’s the 15 years I spent running a marketing agency.  Maybe it’s my love of brand building and advertising.  Or maybe it’s my annoyingly persistent sense of fairness.  Whatever the reason, I find myself increasingly disheartened by the prevalent and seemingly universal acceptance by video networks that it’s okay to demonize the brands that pay our bills in the name of keeping viewers happy.

Wednesday, March 14, 2012

The Year Of Episodic Web Content?


"2012 is the year of Web-based, episodic video content."
That’s been the buzz for who knows how long now.  We’ve all heard it, and for the most part, we’ve all pretty much accepted it as true.  But are we even really sure we know what that means?
People love to talk in generalities, because it’s safe.  But generalities don’t allow us to plan, or to