Archive for Adam Posman

46 articles
Showing 1 to 20
Page: 1 2 3

Would You Pay for Google?
Google just introduced a paid research service. Could paid search be next? Apr 23, 2002
Sustainable Ad-Supported Content
Online publishing appeared to be easy money a few years ago, but it has turned into a strategic, difficult market with fewer strong players that can offer unique opportunities to their advertisers. Jan 1, 2002
The Maturing Online Media Market, 2001
Happy New Year? For media buyers at least, the future is looking brighter. Dec 27, 2001
Survivors in the Not-So-New Economy
With the economy on the decline for nearly 18 months, patterns are emerging as to where the Web-marketing world is heading and what it takes to survive slower economic periods. What distinguishes survivors from those barely hanging on? Oct 25, 2001
The Inevitable Underdelivery Problem
As we head into the critical holiday season -- when underdelivery can mean the difference between making sales goals and falling short -- preventing problems is key. Oct 11, 2001
Gator: Fair Game?
How far can the industry push the limits to make Web advertising a sustainable medium without overstepping its bounds? We never really seem to get an answer. And we don't always seem to learn our lesson. Sep 13, 2001
Focus on Pharmaceuticals
Skepticism about the viability of the online medium continues to grow, but two industries that should be allocating greater volumes online are healthcare and pharmaceuticals, both of which have huge opportunities to reach qualified audiences online. Aug 30, 2001
Online Contests and Incentives
Promoting online contests has become an effective way to build email list volumes, particularly at the B2C level for low-commitment consumer goods. But, in many cases, maximizing registrations is not the best solution. Aug 16, 2001
Profitability in Publishing
In the radically changed world of Internet publishing, profits are scarce and aggressively sought. Sponsored search has become a lucrative business -- advertisers generally see excellent returns. No wonder ethical issues have sometimes become secondary. Aug 2, 2001
Disarray in the Search World
Search-generated traffic is among the most-qualified and best-converting traffic that can be driven to a Web site. But just as with all good things, this service has changed dramatically over the past few years as the ad industry has developed. Jul 19, 2001
Dot-Com Success in Travel
So why does the travel industry make such a great case study for online success? A number of critical factors about the industry have allowed it to make a more natural transition to the Internet than others that are struggling. Jul 12, 2001
Conversions Are All About Commitment
Every advertiser has an ultimate conversion goal. But different conversions require different levels of commitment. After all, few would buy a big-ticket item as casually as they'd buy a CD. Jul 5, 2001
Marketing Dollars and Diminishing Returns
If you were hungry, you would get the most utility out of the first apple you consumed, slightly less from the second, and so on. Spending money on advertising can be like that. It's not a perfect analogy, but it has its place. Jun 28, 2001
Revisiting Ads on Internet Portals
Perspectives on the portal deal have fluctuated over the past two years, somewhat in line with market trends. So do portal deals still make sense? Depending on the advertiser's goals, good opportunities can still be negotiated. Jun 21, 2001
Agency Conflicts of Interest
Positioned between the media and technology suppliers on the one hand and the spenders on the other, an ad agency is like a middleman, aware of the motives and objectives on both sides. Adam reveals potential conflict-of-interest scenarios. Jun 14, 2001
Weathering the B2B E-Storm
Implementing a B2B marketing strategy can be difficult. The market is lucrative, but successful approaches are not as obvious as they are in consumer markets. Adam discusses an Accenture report that clears things up a bit. Jun 7, 2001
Sustainable Ad-Supported Content
Online publishing appeared to be easy money a few years ago, but it has turned into a strategic, difficult market with fewer strong players that can offer unique opportunities to their advertisers. May 31, 2001
What a Difference a Year Makes
Although it's fashionable to talk about the dot-com failures, let's instead look at what separates the successful dot-coms from the rest. Here are some notable trends, habits, and patterns. Apr 18, 2001
Learning From the Winners
GoTo.com, a leading performance-based search provider, expects to exceed projected first-quarter sales. Adam points out the uniqueness of its services and business plan compared to most ad-supported Web properties. Mar 28, 2001
Agencies Can, and Should, Promote Online Advertising
Why aren't traditional advertisers enjoying the effectiveness and cost benefits of online ads? A lot has to do with their ad agencies. Clients need a better understanding of the rationale behind media allocations. Mar 21, 2001