Online Advertising

A 120-post collection

Online and Print Ad Sales: Time to Cut the Cord

I can’t count the number of times I’ve listened to print publishers debate whether to use a dedicated online sales staff or use what Borrell Associates calls “convergence sales,” in the report 2008 Local Online Outlook: Convergence Era Ends, Stand-Alone Sales Skyrocket. “Convergence” means, in the worst (all »

Can Books Have Ads? YES

It seems that everything that can command consumer attention — websites, software applications, social networking, video games, reality TV — is being monetized through advertising. So why not books? Especially in dynamic digital formats? Tim O’Reilly argues no: Obviously, the advertising model works famously for some kinds of content. But publishers »

Who's Afraid of Online Advertising?

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 »

YouTube's New InVideo Ad Format Is Not Google AdWords

The new YouTube InVideo ad format is big news not because the format is new — Google has been testing the format for a while, and other sites like VideoEgg have used it. It’s big news because the ad format is being rolled out on YouTube’s massively scaled video »

Online Publishers Need To Stop Selling Space

I wrote a long post trying to explain why the page view/CPM model for valuing online media is so problematic, particularly for traditional media companies like newspapers that are trying to transition their business models online. But Jordan Bitterman of Digitas summed it up in two sentences (in a »

New York Times Continues To Conceal Decline In Print Advertising Revenue

I’m picking on the New York Times because they are the 11th largest “audience aggregator” on the Web, but many newspapers and other traditional media companies are similarly using strength in their digital operations to conceal weakness in their legacy businesses. Here’s an example of the consequences of »