Archive for Seana Mulcahy

Seana Mulcahy

Showing 74 items

  • Love Is Still in the Air
    Cupid's arrows start flying between single wireless subscribers. Feb 18, 2003
  • Has Advertising Sold Out?
    Is online a place for product placement? Feb 11, 2003
  • Done With Football?
    With an audience of 138 million and spots costing $2.1 million, even a boring Super Bowl makes a big impact. Feb 4, 2003
  • Say What You Want, It's Still the Leader
    Don't be too quick to dismiss AOL as a factor in the online media game. Jan 28, 2003
  • Mile High Net?
    Travel advertising goes digital. Is it a high-flying opportunity or a disaster waiting to happen? Jan 21, 2003
  • Wanna Partner?
    People spout the word 'partnership,' but what do they mean? Jan 14, 2003
  • Take It From Someone Else
    Some media you can't buy -- you have to earn it. Jan 7, 2003
  • Reaching Cyberchondriacs
    When 73 million plus Americans seek health-related information online, marketers had better provide it. Dec 31, 2002
  • Don't Kill the (Wireless) Messenger
    Our everyday work and home lives are being transformed by wireless. Is it time to get serious about wireless marketing? Dec 24, 2002
  • Seniority on the Web: The Fastest Growing Online Population
    It ain't your Grandma's Internet! Online seniors are dynamic, affluent, and, as a group, growing much faster than you think. Dec 17, 2002
  • Selling to the E-Fluentials
    Who are the 'e-fluentials,' and how do you reach them? If you can sell to this key group, they'll sell to everyone else. Dec 10, 2002
  • Entertainment Mania
    Many have tried; few have succeeded. How do you create advertainment online? Dec 3, 2002
  • Why Buy Today What You Could Buy Tomorrow?
    Stifling information isn't the way to win consumers' hearts. Nov 26, 2002
  • Tales of the E-City
    There are big-picture Internet ad issues, and then there's thedown-and-dirty reality. Nov 19, 2002
  • An On-Demand World
    Contextual relevance, clutter, and consumer control... not problems exclusively reserved for online buyers. Nov 12, 2002
  • Bells Beginning to Jingle?
    A none-too-spectacular holiday season is upon us, but online's under the mistletoe. A projected mild spending increase sure beats last year's lump of coal. Nov 5, 2002
  • No Crystal Ball, Just Survivor-Speak
    Neither exuberant nor irrational. Those who weathered the online ad slump talk tactics for the present and the future. Oct 29, 2002
  • Shoot, Score... Surf!
    Football kicks off tailgate parties on sport sites. Advertisers, get ready to score! Oct 22, 2002
  • From Dazzle to Daily
    As the Internet becomes less of a toy and more a part of people's daily lives, the tone and placement of your advertising should shift accordingly. Oct 15, 2002
  • A Setback for Consumer Confidence
    Online scams deal a blow to those of us trying to encourage online commerce, but we can fight back. Oct 8, 2002
  • Sshh... The Shopping Police
    Shop. Lunch. Shop. Employers take aim against Internet primetime's core audience: at-work surfers. Oct 1, 2002
  • Advertisers and Publishers: Clean Up Your Act!
    Clutter, clutter everywhere. If common sense won't compel us to reduce it, studies on clutter and ad effectiveness may do the trick. Sep 24, 2002
  • Teaching New Dogs Old Tricks
    Online's more mainstream, so mainstream rules apply even more. Sep 17, 2002
  • Forbes Dot-Conned
    Forbes is guaranteeing ad effectiveness. Is it an appealing offer or a con job? Seana takes a closer look. Sep 10, 2002
  • Reflection or Reaction?
    September 11: To advertise or not to advertise? Sep 3, 2002
  • Move Over Boomers, Here Come Your Kids!
    Nothing could match to power of Boomer market... until their (cyber)kids grew up. Aug 27, 2002
  • Fishing for Streamies
    Want audio and video? Want to download music to a PC, PDA, or other device? Yes? You're a 'streamie.' Aug 20, 2002
  • Drive-Through Branding
    Using online media to build brands quickly -- and strategically. Aug 13, 2002
  • Pop Culture
    Publisher poo-poos pop-ups. Smart move -- or are formats only as good as advertisers who use them? Aug 6, 2002
  • Loyalty Rules
    'Not all loyal customers are profitable, and not all profitable customers are loyal,' says the Harvard Business Review. Seana has the numbers to back that up. Jul 30, 2002
  • Pleased or Peeved?
    Online media planning and buying may be a logistical nightmare, but we're beginning to get somewhere. Jul 23, 2002
  • Why We're Here in the First Place
    Desire. Passion. Longing. What do we REALLY crave? Brands. Jul 16, 2002
  • How's This for a Response?
    Something's got Seana steamed, and it's not the weather. She can't believe that misconceptions about interactive media stubbornly persist. Jul 9, 2002
  • Research: A Change for the Better?
    Now that Jupiter's fate has been resolved, will planners and buyers have better, more accurate research tools? Jul 2, 2002
  • Thirty Schmirty
    If the 30-second television spot is dead, can the Internet offer something more effective? Jun 25, 2002
  • Truth or Dare: The Deal With Billion-Dollar Multiplatform Deals
    When billion-dollar deals are being done, where is interactive? Jun 18, 2002
  • Speak Softly... and Carry a Big, Fat Pipe
    Hope or hype? The broad view of broadband. Jun 11, 2002
  • Boxed in by Advertising?
    Has the concept of 'thinking outside of the box' become mundane? Seana's excited about thinking inside the box. Literally. Jun 4, 2002
  • Out of the Mouths of... Planners, Buyers, and Salespeople
    Think the industry is maturing? Read what Seana overheard at a recent media summit. You might be shocked. Worse, you might recognize your own agency. May 28, 2002
  • Merger Mania
    Seana shares grumbling, head scratching, and cynicism from the iMedia Summit. What impact will the Unicast/Enliven merger have on the rich media space? May 21, 2002
  • Seniority On The Web: The Fastest Growing Online Population
    It ain't your Grandma's Internet! Online seniors are dynamic, affluent and as a group, growing much faster than you think. May 14, 2002
  • What's All the Talk About Blogging?
    ...and what's so sacrilegious about advertising on blogs, anyway? May 7, 2002
  • Innovation Suffocation
    On May 1, many Webcasters will go silent to protest a proposal before the U.S. Copyright Office -- a proposal that, if accepted, could silence these Webcasters forever. Apr 30, 2002
  • Size Matters
    Doing the numbers: Is the NetRatings/AdRelevance merger good for media buyers? Apr 16, 2002
  • Content: Land of the Free?
    As publishers move their sites from free to fee models, is anyone getting duped? Apr 9, 2002
  • The U.S. Hispanic/Latino Market: Niche or Necessity?
    This young, mostly urban demo has $425 billion in annual purchasing power. Is the Net giving them what they want? Apr 2, 2002
  • Wired at the Beach
    On vacation in Mexico, Seana still can't turn off her media-buyer antennae. Mar 26, 2002
  • RFM: From Acronym to Buzzword
    Yet another acronym: RFM. The principal for identifying your most lucrative customers isn't a new one (except to the online world). Here's how it works. Mar 14, 2002
  • From Dazzle to Daily
    As the Internet becomes less of a toy and more a part of people's daily lives, the tone and placement of your advertising should shift accordingly. Mar 7, 2002
  • Raising Our Brainchild
    The Web is out of its infancy. Now what? Feb 28, 2002
  • Interruption Junction
    Internet advertising clutter? Web intrusiveness? Offline folks should get their own houses in order before throwing stones. Feb 21, 2002
  • Are the Dogs and Ponies Dead?
    The pitch is alive and well, but the rituals surrounding it have changed to match the current tough times. Here are some ideas to make it work for you. Feb 14, 2002
  • The Boring Bowl?
    From Super Great to Super Boring -- the dot-com fallout takes its toll on America's favorite Bowl. Feb 7, 2002
  • From 'I' to 'E' to 'M' (for Mobile)
    Media buyers, take note: The focus has shifted from vowels to a consonant. 'M' is for 'mobile.' Bye-bye, desktop? Jan 31, 2002
  • From Clicks to Riches: Advertising to the Affluent
    Things are tough for a lot of folks during these economic times. Still, some are doing better than others. How do you reach those affluent people? Online. Jan 24, 2002
  • Brand Vision Through Foggy Goggles
    Don't forget to involve the most important people -- company employees -- in your branding efforts; because brand is created both inside and outside a company. Jan 17, 2002
  • Feedback for: Another Place to Slap an Ad?
    by Seana Mulcahy Jan 11, 2002
  • Another Place to Slap an Ad?
    TV is meeting the Web in an inevitable explosion of convergence. So who buys, sells, and plans the media? Jan 10, 2002
  • Selling to the E-Fluentials
    Who are the "e-fluentials," and how do you reach them? If you can sell to this key group, they'll sell to everyone else. Jan 3, 2002
  • Loyalty and ROI: A Beautiful Bottom Line
    What does loyalty mean to the bottom line? A lot. A whole lot. Dec 27, 2001
  • Sticky Is as Sticky Does
    Mere traffic numbers aren't enough in today's media buying climate. Before you make the buy, you need to know how users feel about the site. Dec 20, 2001
  • IM Without Standards
    The instant messaging revolution is taking over people's desktops, and it should be top of mind for advertisers, too. Dec 13, 2001
  • Our Hat Is Already Hung
    You can put away that PowerPoint slide extolling the Internet's meteoric growth rate; the adoption curve has gone flat. Still, there are plenty of new numbers to cheer media folks. Dec 6, 2001
  • Getting Our Arms Around Sessions
    At first, trying to understand "sessions" seemed to Seana like trying to understand algebra. But she's figured it out, and you can, too. Nov 29, 2001
  • Understanding Women
    Find women fascinating but mysterious? Well, it may not help you understand your wife or girlfriend, but Seana does have some advice on targeting women online. Nov 15, 2001
  • E-Tail Victim
    Seana buys media. Wedding gifts, too. Recently, she endured e-tail hell when she ordered from an online merchant -- one she'd chosen (as a media buyer) to partner with a client. Lessons learned about choosing partners -- and preparing for the holiday rush. Nov 8, 2001
  • No One Left to Fight With in the Sandbox?
    Seismic shifts in the media measurement business after Nielsen//NetRatings acquisition of Jupiter Media Metrix leave Seana Mulcahy of Mullen speculating about how the industry will shake out. Nov 1, 2001
  • Ad Serving Woes, Foes, and Knows
    Who's serving your ads? Well, considering the current environment, the answer to that question could change from day to day. Catch up on the down-and-dirty details about the mysterious world of third-party ad serving. Oct 18, 2001
  • Looking Back While Looking Forward?
    My goal this week was to share a viewpoint on some sort of pressing industry issue. Then I realized that the tragedies of three weeks ago are still impacting the way we do business. "Into an Unknowable Future" is what Tom Brokaw calls it. He defines our culture as going through a cycle: "first shock, then patriotism, national unity, and a determination to fight back." Oct 4, 2001
  • Everything Has Changed... Has Advertising?
    Suddenly, life as a media person seemed unimportant. The world changed. A week later, putting fingers to keyboard is a struggle. It's hard to look back at last week with media hat on, but Seana feels she must, and does. Sep 20, 2001
  • No Pat on the Back in a Buyer's Market?
    With declining CPM rates and a large amount of ad space unsold, we are officially in a buyer's market. All the sellers are cringing as they read... and think buyers are in their glory -- right? Think again. Sep 6, 2001
  • Online Segmentation: From User to Usage
    Do we really know our consumers? In the early days of online advertising, we targeted solely by demographics -- age, income, and gender. There has been a dramatic shift toward psychographics -- attitudes. Aug 23, 2001
  • A Shove and a Lift: Everyone's Talking About Branding
    We know we've all been beating a dead horse with the great click-through debate. The real question is, "How will online media evolve?" This issue has drawn more attention to branding. So what does online branding mean to you? Aug 9, 2001
  • Square Peg, Round Hole?
    We eat, sleep, and breathe in a world filled to the brim with news, information, entertainment, and advertising messages streaming through car radios, cell phones, personal digital assistants (PDAs), televisions, newspapers, and PCs. Jul 26, 2001

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