Newspaper online advertising has not benefited greatly from the recent upswing in online ad spending, according to the New York Times and most of the recent newspaper company quarterly results. This is no surprise because most newspaper websites sell SPACE for commodity advertising — display ads and classifieds — and thus are
There are two principal ways advertisers are trying to create value for consumers on the web — and they must create value because, you know, consumers are in control. On the web, advertisers can provide entertainment or information. How effective is advertising as information on the web? See Google’s $15B
Here’s a statistic to put a chill the heart of any online content or web app business looking to ride the wave of consumer advertising shifting online (via AdAge): Corporate and brand websites — once derided as “brochureware” in a digital marketing world that quickly moved to sexier applications — are
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)
Last week I attended the Consumer Engagement Conference, put on by the Advertising Research Foundation (ARF) and the American Association of Advertising Agencies (AAAA), where I discovered that the word “engagement” — which is being proffered as a new “output” metric for advertising to replace outdated “input” metrics like Gross Rating
Numerous “analysts” (including me) have been predicting that user-generated content sites like MySpace and YouTube, despite their runaway popularity, will not receive all (or even much) of the big brand ad dollars that will be poured into online advertising across the next few years. The reason — advertisers still care about
In Cannes, advertising and media executives have seen the death of paid media advertising: All week at Cannes, advertising and media executives have grappled with the implications of virals which have reached millions of people via the internet, often by-passing traditional media. A few have involved no spend on media,
Superman has taken over MySpace’s homepage, in what was likely a lucrative deal for MySpace and a smart move for Warner Brothers — mostly. ![MySpace Superman Homepage Sponsorship](https://s3.amazonaws.com/publishing2-images/MySpace Superman Home.jpg) WB is certainly capitalizing on MySpace’s prime homepage real estate, with an
The advent of web-based e-commerce fundamentally lowered the costs of doing business, increasing the scalability (and in many cases the viability) of thousands of small businesses. The introduction of micro-marketing through Google AdWords gave a huge jolt to this trend, making marketing scalable and profitable for these same small businesses.
Now that Google has turned marketing into a quantifiable, profitable activity with measurable ROI, how is it that business blogging gets away with the same soft arguments that boosters of brand advertising typically use (and for which they have rightly been taken to task)? The blogosphere is abuzz because Werner
So Microsoft is going after IBM with a $500 million marketing campaign, which apparently doesn’t include a large role for blogs or other “hot” viral marketing tactics? Hmm, go figure: The campaign began yesterday with eight-page advertisements in The Wall Street Journal, The New York Times and other newspapers.