Why is Google transcendent and Yahoo a takeover target? Compare the following: Sue Decker, president of Yahoo! Inc. (Nasdaq:YHOO), addressed the advertising industry during a keynote this morning at the 2008 Advertising 2.0 New York conference. “Yahoo! is helping to accelerate the transformation of how display advertising is
As media companies struggle to figure out their digital future, the elephant in the room is that they have only been able to monetize online audiences for pennies on the dollar compared to traditional media. Here’s why: Traditional advertising formats FAIL on the web. By traditional advertising formats, I
Microsoft announced today that they are going after the holy grail of advertising: integrated ROI measurement and tracking. The big problem with online ROI measurement that Microsoft is targeting is the inability to assign quantifiable value to brand advertising, e.g. banner ads, and which results in disproportionate value being
A new McKinsey & Co. report called “ How Companies Are Marketing Online” draws the astonishing conclusion that many advertisers are reluctant to shift dollars online — despite the massive shift of consumer attention online — because of the “absence of meaningful metrics and adequate capabilities.” McKinsey polled 410 marketing executives in five
FeedBurner just quietly posted to their site the official announcement that Google has indeed acquired Feedburner. Here’s what CEO Dick Costolo has to say about why it’s such a great fit (which it really is): Google’s competencies and focus around publisher analytics, distribution, and monetization map perfectly
Google may be forever denying that it is a media company (and an ad agency), but Microsoft is embracing the transformation of software into media and the overall convergence of media and technology. Yusuf Mehdi, Microsoft’s senior vice president and chief advertising strategist, said in reference to denying rumors
Can you name an online media company that has billions in ad revenue but has never had to bother with measuring unique visitors or pages views — those antiquated measures that keep the dynamic web locked into antiquated ad sales processes and ruin the online advertising economics of most media companies?
If Craigslist is killing the newspaper classified business, then it appears that newspapers’ real missed opportunity may be in failing to provide a sufficiently conducive environment for seeking and selling sex and love. Reading this analysis by Compete was one of those Doh! Of course! moments (and, as a commenter
What is Google’s core competency? I would argue that it’s harvesting the value from massively scaled, complex human activity, i.e. millions of websites linking to each other and hundreds of thousands of advertisers bidding on key word and experimenting with ad creative, clickthrough rates, and conversion rates.
Discussions of Google’s offline media ambitions — to extend their wildly successful platform for online advertising to offline advertising — typically assume that Google’s success in the offline arena is just a matter of time. But the reality is that Google has nothing but a string of failures to show
One sales executive apparently sees more opportunity selling ads for PayPerPost, whose no-disclosure-required policy was just declared a big No-No by the FTC, than selling ads for MySpace (via PayPerPost blog): Randy Mountz, former vice president of sales for MySpace.com’s Midwest region, has joined PayPerPost as the company’
Everybody is betting on the future of online advertising, but catching up on reading for this week, I was struck again and again by how deeply painful the growing pains are… The Internet Advertising Bureau has launched an ad campaign to “convince” advertisers to spend more money online (via MediaPost)
Unbowed by its failed magazine print ad program, Google has cut a deal with 50 major newspapers to sell remnant print ad space to its enormous roster of AdWords advertisers. Here’s the upside and downside for Google and the newspaper industry: ** Upside** Google — Even if newspaper print advertising continues