A Copernican worldview is emerging, disrupting our page- view- and click-through-centric world. So what shape is this undoing of the old "new" view of...
View articleUntil the Web, media measurement has been more artistic statistic than scientific exercise. Still, finding ways to express interactive advertising's i...
View articleThere are data and research out there somewhere that could help us learn more about what does or does not constitute success in advertising campaigns....
View articleIs the online medium a direct-response vehicle? Or is it really a way to engage consumers, leading to branding? Jim thinks the medium can be both and ...
View articleStreaming audio is a great ad vehicle, but sellers don't know how to package it and agencies don't know who's buying it. Jim has suggestions on positi...
View articleIs the Internet a lost cause for media, a black hole for advertisers? Of course not! Those with the most to gain must now prove the viability of the m...
View articleThe quest for quotable industry averages on the Internet is a more desperate pursuit than it is for most other businesses. Jim tells you why and revie...
View articleWhat distinguishing factors should media buyers take into consideration when putting together a media buy? Price and service alone? Or do quality cons...
View articleJim has more news from Digitrends' Media Buyers Summit on how interactive media is bought, sold, and measured. He discusses the best way to price onli...
View articleMedia buyers and sellers got together at Digitrends' Media Buyers Summit to continue the dialogue on how interactive media is bought, sold, and measur...
View articleJim thinks CPMs charged by Web properties are out of whack compared to traditional media charges. If we stick with impressions, the only way to sell t...
View articleTraditional advertisers have used daypart buys for ages, purchasing media not just by vehicle but also by time of day. Jim makes the case for offering...
View articleIs CPM a sort of artificial label? Deconstructing the terms of advertising isn't going to get us anywhere. At the end of the day, clients still really...
View articleJim's view on the new IAB standards is generally positive. But he thinks the IAB should fix the hole in the dike rather than just putting a finger in ...
View articleJim proposes another mental exercise with a scenario from an alternative universe. Again he asks, "What if Webvertising came without there ever being ...
View articleJim explains how insertion orders developed in online advertising. The sites want you to use theirs, but they aren't always fair for you, the agency, ...
View articleAs a comic-book aficionado, Jim came across plenty of "alternative reality" scenarios in earlier years. So here's a mental exercise: What if Webvertis...
View articleLike many other Internet media companies, Disney erred with GO.com by investing in a presence without investing in research. It's time to prove the me...
View articleIt isn't easy to create viral marketing promotions. Sometimes, they just happen. Here's what it takes for an effective viral campaign today. Read More...
View articleThe first quarter of the year has always been a soft one for advertising, even long before the Internet. CPMs are still coming down, and Jim tells you...
View articleYes, click-through rates have been declining, but they've stabilized over the last 18 months. The industry is maturing, and the first metric to demons...
View articleThe key to online media planning is to achieve a long-term slow-money strategy rather than use an aggressive short-term approach. It's wise to negotia...
View articleLast year Jim shared some predictions for the online advertising industry. This year he does a brief recap and offers a dim-sum plateful of new ones f...
View article'Twas the night before Christmas, when all through the house, a media planner was stirring with the click of his mouse. Read More...
View articleWe've been waiting for it to happen for a couple of years now, and lo and behold, the web is finally growing up and being considered a legitimate medi...
View articleSolid content providers with a real audience are being forced out of business because the integrity of their CPMs cannot be preserved. Maybe we got it...
View articleSearch engine keywords are now getting one percent CTR. In a world of ever-decreasing response rates, does this level of performance justify the rates...
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