Tom Hespos heads up the interactive media department at Mezzina Brown & Partners. He has been involved in online media buying since the commercial explosion of the Web and has worked at such firms as Young & Rubicam, K2 Design, NOVO Interactive/Blue Marble ACG, and his own independent consulting practice, Underscore Inc. For more information, please visit the Mezzina Brown Web site. He can be reached at thespos@mezzinabrown.com.
Recent articles by
Planning and Buying: How Long Should It Take? -
Does it really take too long to plan and buy online media? How can media planners get off the deadline treadmill? Dec 20, 2001
Desktop Ads: Rules of Engagement -
Permission to come aboard? That's only the beginning of what separates scumware from legitimate ad-serving applications that take up residence on your hard drive. Dec 13, 2001
The Scum of the Web -
Those uninvited, invisible little apps lurking somewhere on your hard drive that serve up ads. Should software, or ads, have squatter's rights? Dec 6, 2001
Why We Can't Kill the Impression Just Yet -
In their efforts to woo traditional advertisers over to interactive, some are advocating for the banishment of the impression. Tom argues that the much-maligned metric has its uses. Nov 29, 2001
Mother, May I? -
When are "permissioned" email lists not what they seem? Tom shares ways smart media buyers can figure out the reality of the situation. Nov 15, 2001
Synchronize Your Serving Data -
Whose numbers do you trust? Tom believes that question may soon be a bit easier to answer. Nov 8, 2001
Email Campaigns: Put the Customer in the Driver's Seat -
As interest in email marketing continues to rise, so do the number of marketers who "get it." Initiate a dialogue with recipients, and they'll be back for more. Spam them and you not only kiss your customers goodbye, you could also help blow it for your brand... and the rest of us. Nov 1, 2001
Spiders and Robots and Crawlers, Oh My! -
The Web is full of creepy-crawlies: spiders, bots, and other slithery things that skew your measurements and statistics. The IAB has a plan to play exterminator -- but is it a sound one? Oct 25, 2001
Impressions via 'Sessions' -
The New York Times just introduced "sessions." If you don't know what they are, you'd better find out. Oct 18, 2001
Beyond Run of Site -
Online advertising buyers and sellers need to invest time and effort to understand the various methods of targeting Web ads -- and learning which ones work for their own campaigns. Oct 11, 2001
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