Everyone's bashing online advertising, claiming it's not as effective as traditional media. Sophisticated advertisers know better, but we need to show...
View articleE-commerce sites seem to favor new customer acquisition strategies. But retention-based advertising is relatively simple to implement. Here's how to s...
View articleMany agency media planners face the problem of underdelivery. Publishers overpromise on volumes, traffic stats aren't valid predictors, and it's not a...
View articleInternet advertising shakeout? No doubt about it. Tom tells media planners how to minimize risk and make smart business decisions in hard times. Read ...
View articleSeveral online services claim to be able to track the competitive media spending and ad view volumes in a particular buy. But can you really track eve...
View articleOpt-in strategies for commercial messages may work for web- based advertising and applications, but it's often unfit for wireless messages. Tom calls ...
View articleViral marketing is a great bang for the buck for many products and services. Tom gives you three principles for getting the most out of your viral eff...
View articleOne of the biggest threats to the online advertising industry is the exclusive use of the click-through rate (CTR) as a success metric. We all know th...
View articleAre you sick of hearing that online advertising is dead and that no one clicks on banners anymore? Everyone outside the industry seems to think that t...
View articleTom recently received an email from someone planning a campaign to coincide with a client's web site relaunch. She asked, "What do I do if the web sit...
View articleTom's a big fan of targeting and has long thought that the research company @plan had the best data on psychographics and purchase intent. Now that @p...
View articleCookies can be leveraged to understand a prospect's level of interaction with an advertising campaign. For instance, third-party servers set a cookie ...
View articleThe word branding has taken a lot of abuse. Maybe because it wasn't obvious how to make use of brand-related metrics in the early days of Internet adv...
View articleTake a look at some of the web pages on which you advertise. Not only do you have to compete for attention with all of the content offerings on that p...
View articleHandhelds represent a tremendous opportunity for online marketers. U.S. PDA sales reached 1.3 million in the first half of 2000, equaling the sales vo...
View articleAdRelevance issued a news release concerning its report, "The Science (or Art?) of Online Media Planning." Some conclusions discussed in this release ...
View articleAfter almost six years in the business, Tom's developed a pretty good BS detector for sniffing out the media vendors and services that don't work as a...
View articleThe varying definitions of the term "ad view" can be a problem for media buyers. The industry seems to be OK with using the terms "ad view" and "impre...
View articleFinding experienced online media planners can be a chore. Six years after the commercial explosion of the web, there's a lot online media management n...
View articleWinning a big account is very rewarding, but it can require staffing up in the interactive media department. Some media directors would rather submit ...
View articleA consumer's first experience with a dot-com brand comes from advertising, so our ads need to convey a positive brand experience. That goes for the si...
View articleVenture capital firms and media planners both use Media Metrix traffic ratings in different ways. Planners use them to understand a site's user base f...
View articleMost interactive agencies have traffic coordinators to handle the flow of creative and insertion orders. You know, the weary-looking folks who come in...
View articleHere's a cool media-placement opportunity. Who remembers the MPlayer ads on the back of virtual playing cards? It was a great idea back then, and it s...
View articleTom's not suggesting media planners should geek out on Slashdot and start tossing around phrases like "shell account" and "TCP/IP stacks" in conversat...
View articleTraditional media buyers use competitive spending analysis. It isn't the most accurate thing in the world because it's impossible for any research com...
View articleMedia people are used to testing one piece of creative against another to determine the creative factors that contribute to response, then changing me...
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