How Much Creative Is Enough?

How Much Creative Is Enough?

22y Jim Meskauskas

How Much Creative Is Enough?

Too little creative? Too much creative? How many executions are just right for an online campaign? Read More...

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Standards by Default: Ad Ineffectiveness

Standards by Default: Ad Ineffectiveness

22y Jim Meskauskas

Standards by Default: Ad Ineffectiveness

Dynamic Logic absorbed DoubleClick's Ad Effectiveness unit last week. Is more consolidation what the industry needs? Read More...

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The Impression Must Be Destroyed: Redux

The Impression Must Be Destroyed: Redux

22y Jim Meskauskas

The Impression Must Be Destroyed: Redux

Before our readers start forming a lynch mob, Jim tries to set things straight, explaining further why he thinks the impression's days as a media curr...

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The Impression Must Be Destroyed! (Part 2)

The Impression Must Be Destroyed! (Part 2)

22y Jim Meskauskas

The Impression Must Be Destroyed! (Part 2)

Jim wants the impression gone -- and he wants it gone now. Last week, he told you why. In this, the second of a two-part series, he tells you what sho...

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The Impression Must Be Destroyed! (Part 1)

The Impression Must Be Destroyed! (Part 1)

22y Jim Meskauskas

The Impression Must Be Destroyed! (Part 1)

Jim wants the impression gone -- and he wants it gone now. This week, he tells you why. In the second of this two-part series, he'll tell you what sho...

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Engagement Branding Follow-Up

Engagement Branding Follow-Up

22y Jim Meskauskas

Engagement Branding Follow-Up

Can the direct response and branding concepts be reconciled? Jim discusses how they might be in this further explanation of engagement branding. Read ...

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Thesis -- Antithesis -- Synthesis

Thesis -- Antithesis -- Synthesis

22y Jim Meskauskas

Thesis -- Antithesis -- Synthesis

"What is rational is real and what is real is rational." -- Georg Wilhelm Friedrich Hegel Read More...

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Another Session

Another Session

22y Jim Meskauskas

Another Session

When you say "session," do you really mean "five impressions"? Rather than defining new digital media currencies in terms of the old and familiar, bre...

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Jam Sessions

Jam Sessions

22y Jim Meskauskas

Jam Sessions

First impressions, now sessions. Read More

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What About the Little Guy?

What About the Little Guy?

23y Jim Meskauskas

What About the Little Guy?

There's no doubt that times are tough. Small publishers should look to print media for a hint on how to cope. Read More...

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Livin' Off the Wall: More About Email

Livin' Off the Wall: More About Email

23y Jim Meskauskas

Livin' Off the Wall: More About Email

Email is experiencing a renaissance. Sort of like Michael Jackson. It isn't working as well as it used to, but everyone's talking about it again. Read...

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The New Relevance

The New Relevance

23y Jim Meskauskas

The New Relevance

How is advertising going to regain its relevance in the face of the tragic events that have shaken the very core of our culture? Read More...

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Back to Business As Usual. But Is That a Good Thing?

Back to Business As Usual. But Is That a Good Thing?

23y Jim Meskauskas

Back to Business As Usual. But Is That a Good Thin...

Americans are going to work to do their jobs, drink their coffee, and take their kids to school. Most of the country is getting back into the swing of...

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What Can I Say?

What Can I Say?

23y Jim Meskauskas

What Can I Say?

Now is the time to be close to the ones you love. Our comfort comes when we are in each other's presence, feeling what we are feeling and doing it tog...

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Branding Online Is Possible... Now What?

Branding Online Is Possible... Now What?

23y Jim Meskauskas

Branding Online Is Possible... Now What?

So, why is it that no one is listening? You've read all of the press releases. You've seen all the subject lines in emails from the plethora of discus...

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The Digital Cartel

The Digital Cartel

23y Jim Meskauskas

The Digital Cartel

Though the macroeconomic environment, in defiance of physical possibilities, continues to both suck and blow, it looks like some of the digital powerh...

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The Meaning of Industry Organizations

The Meaning of Industry Organizations

23y Jim Meskauskas

The Meaning of Industry Organizations

Peer interaction that promotes the free exchange of ideas. People from one segment of an industry together with folks from other segments. An environm...

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Why Direct Response Online Still Reigns Supreme

Why Direct Response Online Still Reigns Supreme

23y Jim Meskauskas

Why Direct Response Online Still Reigns Supreme

Despite all the studies, why are so many advertisers still reluctant to use the digital medium as a tool for any kind of marketing save direct respons...

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Things to Do in Advertising When the Market Is Dead

Things to Do in Advertising When the Market Is Dead

23y Jim Meskauskas

Things to Do in Advertising When the Market Is Dea...

During advertising's season of still and empty waters, all people in the industry, with all of their varying skill sets, need to get together and star...

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Dealing With a Soft Market

Dealing With a Soft Market

23y Jim Meskauskas

Dealing With a Soft Market

There is no doubt that buyers as well as sellers are experiencing some hard times. The market is softer than a microwaved gummy bear. How should buyer...

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Popping Up Everywhere and Under Everything

Popping Up Everywhere and Under Everything

23y Jim Meskauskas

Popping Up Everywhere and Under Everything

They have invaded the world through the World Wide Web and are on every site, from Yahoo! to the New York Times to weather.com. Depending on who you a...

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Extra! Extra! Online Advertising Actually Has Impact

Extra! Extra! Online Advertising Actually Has Impact

23y Jim Meskauskas

Extra! Extra! Online Advertising Actually Has Impa...

Several pieces of recently released research show that online advertising can indeed have a significant impact on traditional branding metrics. The bo...

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Bridging the Gap: Hybrid Pricing Models

Bridging the Gap: Hybrid Pricing Models

23y Jim Meskauskas

Bridging the Gap: Hybrid Pricing Models

Our job as buyers and sellers is to make the case to those spending money that their advertising is accomplishing goals beyond impulse responses. But ...

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Old Tricks for New Dogs

Old Tricks for New Dogs

23y Jim Meskauskas

Old Tricks for New Dogs

Technical advancements in the new medium -- the Web -- are changing the way media communicate with the target audience. But there are still great tact...

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Come Together... Right Now

Come Together... Right Now

23y Jim Meskauskas

Come Together... Right Now

There has been talk among the ranks of agencies, pundits, top media sales brass, and industry wonks about the need for true integration of media and m...

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Out, Damned Click. Out, I Say...

Out, Damned Click. Out, I Say...

23y Jim Meskauskas

Out, Damned Click. Out, I Say...

Or should we say: "Out, out, brief candle! A click's but a shadow, a banner that floats upon a Web site and then is heard of no more: It is a tale tol...

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Testing Is Still the Best Medicine

Testing Is Still the Best Medicine

23y Jim Meskauskas

Testing Is Still the Best Medicine

First there was the click-through. Then we started moving to conversion rates. Now we talk about branding effects, purchase intent, consumer attitude,...

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