10.05.15
The Ascendency Of Analytics
Two weeks ago I had the good fortune to be invited to participate in Quest MT, a conference at the University of Montana covering marketing analytics. It was basically a data science forum, which typically...
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10.05.15
The Cult Of Accountability
With so shockingly few converts, it’s easy to believe that the mantle of “accountability” in television advertising (really, advertising in any of its forms) would feel like a fringe form of faith. Mostly,...
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08.27.15
Programmatic TV Buying: The Nuance of ‘Inevitability’
I recently formed a small roundtable discussion on programmatic TV buying, drawn from approximately 100 sales executives, representing more than 40 cable and broadcast networks. There was a lot of interest...
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08.04.15
Why does brand matter when a marketer can just yell and sell?
We’ve all seen the TV ads that scream miraculous product benefits for the low price of $19.99 (“and if you call you now…”). Since the ads never seem to reach a wear out stage soon enough, we...
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08.03.15
Context Vs. Targeting: Which Matters More For Programmatic TV?
Conventional wisdom and recent history suggest that targeting trumps context. But what if this is based on a false success metric? One of programmatic TV’s primary strengths may well be the implied...
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07.29.15
It May Work at Costco, But Stop Buying (Advertising) in Bulk
In 2008 and 2009 the phrase “too big to fail” dominated the headlines, calling attention to the automotive companies and financial institutions whose size and interconnectivity made them critical to...
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