Online Advertising: Lets Prove That It Works
Media

Online Advertising: Lets Prove That It Works

23y Tom Hespos

Online Advertising: Lets Prove That It Works

Everyone's bashing online advertising, claiming it's not as effective as traditional media. Sophisticated advertisers know better, but we need to show...

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Two Simple Retention Strategies
Media

Two Simple Retention Strategies

23y Tom Hespos

Two Simple Retention Strategies

E-commerce sites seem to favor new customer acquisition strategies. But retention-based advertising is relatively simple to implement. Here's how to s...

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How to Deal With Underdelivery
Media

How to Deal With Underdelivery

23y Tom Hespos

How to Deal With Underdelivery

Many agency media planners face the problem of underdelivery. Publishers overpromise on volumes, traffic stats aren't valid predictors, and it's not a...

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Riding out the Crunch
Media

Riding out the Crunch

23y Tom Hespos

Riding out the Crunch

Internet advertising shakeout? No doubt about it. Tom tells media planners how to minimize risk and make smart business decisions in hard times. Read ...

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Is It Possible to Track Ad Spending on the Web?
Media

Is It Possible to Track Ad Spending on the Web?

23y Tom Hespos

Is It Possible to Track Ad Spending on the Web?

Several 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...

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Wireless Ads: Are They Spamlike?
Media

Wireless Ads: Are They Spamlike?

23y Tom Hespos

Wireless Ads: Are They Spamlike?

Opt-in strategies for commercial messages may work for web- based advertising and applications, but it's often unfit for wireless messages. Tom calls ...

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Leveraging the Power of Viral Marketing
Media

Leveraging the Power of Viral Marketing

24y Tom Hespos

Leveraging the Power of Viral Marketing

Viral 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...

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New Success Metrics for Online Advertising
Media

New Success Metrics for Online Advertising

24y Tom Hespos

New Success Metrics for Online Advertising

One 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...

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Will CTR Kill Online Advertising?
Media

Will CTR Kill Online Advertising?

24y Tom Hespos

Will CTR Kill Online Advertising?

Are 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...

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Options for Your Email Address Collection Campaign
Media

Options for Your Email Address Collection Campaign

24y Tom Hespos

Options for Your Email Address Collection Campaign

Tom 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...

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DoubleClick Tilts the Playing Field
Media

DoubleClick Tilts the Playing Field

24y Tom Hespos

DoubleClick Tilts the Playing Field

Tom'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...

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Building Profiles With Cookies
Media

Building Profiles With Cookies

24y Tom Hespos

Building Profiles With Cookies

Cookies can be leveraged to understand a prospect's level of interaction with an advertising campaign. For instance, third-party servers set a cookie ...

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Measuring the Impact of Branding
Media

Measuring the Impact of Branding

24y Tom Hespos

Measuring the Impact of Branding

The 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...

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Breaking Through Web Site Clutter
Media

Breaking Through Web Site Clutter

24y Tom Hespos

Breaking Through Web Site Clutter

Take 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...

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Ad Opportunities in Handheld Devices
Media

Ad Opportunities in Handheld Devices

24y Tom Hespos

Ad Opportunities in Handheld Devices

Handhelds 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...

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The Danger of Regurgitated Press Releases
Media

The Danger of Regurgitated Press Releases

24y Tom Hespos

The Danger of Regurgitated Press Releases

AdRelevance issued a news release concerning its report, "The Science (or Art?) of Online Media Planning." Some conclusions discussed in this release ...

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Wanted: A Trade Hub for Online Media Buyers
Media

Wanted: A Trade Hub for Online Media Buyers

24y Tom Hespos

Wanted: A Trade Hub for Online Media Buyers

After 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...

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How Do We Define an Ad View?
Media

How Do We Define an Ad View?

24y Tom Hespos

How Do We Define an Ad View?

The 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...

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I-Media: Hiring at the Management Level
Media

I-Media: Hiring at the Management Level

24y Tom Hespos

I-Media: Hiring at the Management Level

Finding 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...

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I-Media: Hiring at the Entry Level
Media

I-Media: Hiring at the Entry Level

24y Tom Hespos

I-Media: Hiring at the Entry Level

Winning a big account is very rewarding, but it can require staffing up in the interactive media department. Some media directors would rather submit ...

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Make It a Good First Impression
Media

Make It a Good First Impression

24y Tom Hespos

Make It a Good First Impression

A 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...

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Traffic Ratings: Are They Gospel?
Media

Traffic Ratings: Are They Gospel?

24y Tom Hespos

Traffic Ratings: Are They Gospel?

Venture 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...

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Unsung Heroes of Agency Media Departments
Media

Unsung Heroes of Agency Media Departments

24y Tom Hespos

Unsung Heroes of Agency Media Departments

Most interactive agencies have traffic coordinators to handle the flow of creative and insertion orders. You know, the weary-looking folks who come in...

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Cool Media-Placement Ideas
Media

Cool Media-Placement Ideas

24y Tom Hespos

Cool Media-Placement Ideas

Here'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...

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Technical Due Diligence
Media

Technical Due Diligence

24y Tom Hespos

Technical Due Diligence

Tom's not suggesting media planners should geek out on Slashdot and start tossing around phrases like "shell account" and "TCP/IP stacks" in conversat...

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Is It Possible to Track Ad Spending on the Web?
Media

Is It Possible to Track Ad Spending on the Web?

24y Tom Hespos

Is It Possible to Track Ad Spending on the Web?

Traditional media buyers use competitive spending analysis. It isn't the most accurate thing in the world because it's impossible for any research com...

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Optimize the Creative: Youll Like It
Media

Optimize the Creative: Youll Like It

24y Tom Hespos

Optimize the Creative: Youll Like It

Media 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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