12.07.15
A Simple Trap: Television And The Legacy Of Digital Accountability
Back in 2004, I got into a discussion with a client about the meaning of click-through rate (CTR) as a digital display metric. I argued that outside of being a loose gauge for creative appeal, it was essentially...
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11.09.15
How To Create Online Video Ads That Work
Online video ads are one of the fastest growing advertising media, and brands are taking advantage of it to grow awareness and -- now, more than ever -- drive transactions. An increasing number of consumers...
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11.03.15
The Tower Of Jargon: How Video Content and Media Are Converging And Diverging
Video content viewership has long been converging, with the content we watch on TV, a device or OTT platform becoming the same content. This means that as consumers, the distinction between our TV viewing...
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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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