GRPs, TRPs, Reach, and Frequency... Oh My!
Media

GRPs, TRPs, Reach, and Frequency... Oh My!

23y Jim Meskauskas

GRPs, TRPs, Reach, and Frequency... Oh My!

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 article
Two Traditional Ways of Looking at Online
Media

Two Traditional Ways of Looking at Online

23y Jim Meskauskas

Two Traditional Ways of Looking at Online

Until the Web, media measurement has been more artistic statistic than scientific exercise. Still, finding ways to express interactive advertising's i...

View article
Why Hide Research? The Truth Shall Set You Free
Media

Why Hide Research? The Truth Shall Set You Free

23y Jim Meskauskas

Why Hide Research? The Truth Shall Set You Free

There 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 article
Get the latest analysis and reports delivered to your inbox daily
Tug of War: Direct Response or Branding?
Media

Tug of War: Direct Response or Branding?

23y Jim Meskauskas

Tug of War: Direct Response or Branding?

Is 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 article
Down by the Old Media Stream
Media

Down by the Old Media Stream

23y Jim Meskauskas

Down by the Old Media Stream

Streaming 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 article
Phoenix From Ashes: The Need for Research
Media

Phoenix From Ashes: The Need for Research

23y Jim Meskauskas

Phoenix From Ashes: The Need for Research

Is 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 article
Are Industry Averages Meaningful?
Media

Are Industry Averages Meaningful?

23y Jim Meskauskas

Are Industry Averages Meaningful?

The 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 article
The Commodification of Online Media
Media

The Commodification of Online Media

23y Jim Meskauskas

The Commodification of Online Media

What distinguishing factors should media buyers take into consideration when putting together a media buy? Price and service alone? Or do quality cons...

View article
The Current State of Ad-Pricing Models
Media

The Current State of Ad-Pricing Models

23y Jim Meskauskas

The Current State of Ad-Pricing Models

Jim 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 article
Sequential Liability Works for Both Sides
Media

Sequential Liability Works for Both Sides

23y Jim Meskauskas

Sequential Liability Works for Both Sides

Media buyers and sellers got together at Digitrends' Media Buyers Summit to continue the dialogue on how interactive media is bought, sold, and measur...

View article
Getting It Sold: A Buyer's Perspective
Media

Getting It Sold: A Buyer's Perspective

23y Jim Meskauskas

Getting It Sold: A Buyer's Perspective

Jim 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 article
Departure to Dayparts
Media

Departure to Dayparts

23y Jim Meskauskas

Departure to Dayparts

Traditional 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 article
Pay For Performance Still Rules
Media

Pay For Performance Still Rules

23y Jim Meskauskas

Pay For Performance Still Rules

Is 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 article
Sizes, Sizes Everywhere, but Can Someone Help Me Think?
Media

Sizes, Sizes Everywhere, but Can Someone Help Me Think?

23y Jim Meskauskas

Sizes, Sizes Everywhere, but Can Someone Help Me T...

Jim'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 article
Bizarro Web Revisited
Media

Bizarro Web Revisited

23y Jim Meskauskas

Bizarro Web Revisited

Jim proposes another mental exercise with a scenario from an alternative universe. Again he asks, "What if Webvertising came without there ever being ...

View article
What to Watch for in an Insertion Order
Media

What to Watch for in an Insertion Order

23y Jim Meskauskas

What to Watch for in an Insertion Order

Jim 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 article
Bizarro Web: Life Without a Click-Through Rate
Media

Bizarro Web: Life Without a Click-Through Rate

23y Jim Meskauskas

Bizarro Web: Life Without a Click-Through Rate

As 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 article
Going, Going, Go.gone...
Media

Going, Going, Go.gone...

23y Jim Meskauskas

Going, Going, Go.gone...

Like 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 article
I Think I Caught Something: Viral Marketing
Media

I Think I Caught Something: Viral Marketing

23y Jim Meskauskas

I Think I Caught Something: Viral Marketing

It 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 article
CPMs Are Falling Down, Falling Down, Falling Down
Media

CPMs Are Falling Down, Falling Down, Falling Down

23y Jim Meskauskas

CPMs Are Falling Down, Falling Down, Falling Down

The 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 article
Are Click-Through Rates Really Declining?
Media

Are Click-Through Rates Really Declining?

23y Jim Meskauskas

Are Click-Through Rates Really Declining?

Yes, 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 article
Relationships Rule in Online Media Planning
Media

Relationships Rule in Online Media Planning

23y Jim Meskauskas

Relationships Rule in Online Media Planning

The 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 article
Dim Sum for 2001
Media

Dim Sum for 2001

23y Jim Meskauskas

Dim Sum for 2001

Last 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
Media

'Twas the Night Before Christmas

23y Jim Meskauskas

'Twas the Night Before Christmas

'Twas the night before Christmas, when all through the house, a media planner was stirring with the click of his mouse. Read More...

View article
Baby Grows Up: The Web as a Medium
Media

Baby Grows Up: The Web as a Medium

23y Jim Meskauskas

Baby Grows Up: The Web as a Medium

We'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 article
Ad Pricing: Did We Jump the Gun?
Media

Ad Pricing: Did We Jump the Gun?

23y Jim Meskauskas

Ad Pricing: Did We Jump the Gun?

Solid 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 article
Are Keywords Still Key?
Media

Are Keywords Still Key?

23y Jim Meskauskas

Are Keywords Still Key?

Search engine keywords are now getting one percent CTR. In a world of ever-decreasing response rates, does this level of performance justify the rates...

View article