I’m Baaaaaaaaaack!
I've the last year learning the fundamentals
of business by setting up my own
sporting goods company. It was a great adventure and I'm glad that I had the chance give it a go. I've always believed that the best way to learn about something is to give it a try.
For those of you who don't know a whole lot about me here's the skinny.
I'm a web developer by trade, I've been helping build the web since early 2001.
My first media job was with the Daily Newspaper in Spokane Washington. I started off in product development, moved to business development, then online sales management.
I've spent a large part of my career developing, selling, and managing online advertising products for Newspapers and TV Stations.
I've also had a chance to run a large market website and did a great job if I do say so. We doubled pageviews, increased our audience, and helped tell compelling news stories using the latest in online technology.
I'm back in media now on the sales side helping to drive sales for a local TV station and man I' loving it (the good and the bad).
I'll be keeping the blog up to date with commentary on the the latest digital media developments.
I hope you find the content posted here useful and relevant.
Google Still Believes in Banner Ads, Should You?
Google, the company who has generated billions of dollars selling businesses on the merits of search advertising has chosen to promote their new phone the Nexus One using Banner Ads.
When out selling online advertising we run into clients that make decisions based primarily on performance metrics generated by an ad serving system. The most common set of statistics we have available to us are Pageviews, Impressions, Clicks, and the Click Rate. Based on these metrics decisions are made about where to advertise on a website, and how an ad campaign performed. These metrics are very helpful in general but don't tell the whole story.
According to an survey by study conducted by Forrester a users interaction with a display ad goes way beyond a click. People, it would appear interact with display ads in many different ways. Some people (a
bout 31%) click on ads that are relevant to them, these clicks are recorded and reported back to clients via campaign reports. What we really don't have a good way to capture, measure, and report are the interactions that are not clicks. According to the Forrester survey 27% of users reported that after viewing a display ad they proceeded to search for the product, brand, or company using a search engine. 21% of users reported that they typed the companies web address into a browser (a good argument to include a url in display ads). 9% of users turned to social media tools to investigate the company.
The results of the Forrester study mean that not only are there clear benefits of display advertising that extend beyond the initial click (if any). It would also indicate that the performance of contextual, search, and social media advertising can be attributed to first being exposed to display advertising.
The results of the Forrester study coupled with the fact that arguably the smartest company on earth believe in the power of display advertising not only say to me that media companies are still in a fairly good position to help customers market their products and services via local media sites but that that old saying "A Picture is Worth a Thousand Words" still rings true to this day.
Three Gun Trail, New Mexico
Certifying the Internet
Andrew Keen, the author of The Cult of the Amateur has some interesting views on how Social Media in particular has made our society lazy consumers of media.
Keen suggests, and I agree that if you really want to know what's going on in the world you have to consume quality content from a number of reliable and certifiable sources. Once you've done your due diligence then you can take that next step and form an opinion based on your findings.
If you want to be media literate, if you want to understand what's happening in the world, you're not going to get 30-second nuggets of truth...If you want to know what's happening in the world, you've got to read the New York Times, which is liberal. You're got to read The Wall Street Journal, you've got to read the Financial Times, you've go to read The Daily Telegraph...and then you've got to make up your mind for yourself about where the value is.
Having the ability to form an opinion based on extensive consumption of information is a SKILL that many intelligent and wealthy people have come to master and a SKILL that many not so wealthy people and not so well off people choose not to cultivate. I don't think this is a new problem, people in general tend to take the path of least resistance and believe what's they're told. People tend to believe that if it's printed or on TV it must be true. It's a vulnerability that many powerful people have used to their advantage throughout history.
Now that technology has allowed everyone to publish content it has become increasingly important that people develop the ability to weed through the terabytes of content to find the truth.
Elf Yourself
Well it's that time of year again people. Let's see you Elf Yourself.
Newspaper circulation drop accelerates
Just saw that the decline in newspaper circulation has accelerated! As a thirty something former newspaper employee that grew up reading the Press-Telegram I really enjoy the newspaper, sometime. Man, I'm really feeling for my newspaper peeps right now.
Though I really enjoy the content produced by traditional media companies such as newspapers I'm just not willing to subscribe! I feel guilty about it because if I don't subscribe then some journalist will lose their job, they won't produce the content I like anymore, and that will make me not want the paper even more, it's a catch 22. As a matter of fact you couldn't give me a newspaper subscription right now and believe me the local newspaper has tried. I have an iPhone, no need for paper anymore. I have more distractions than when I was a kid so no time for long articles. I don't feel like throwing the paper in the recycling bin every day, it's a pain.
Come on newspaper industry, you have to figure a way to continue to produce news without producing newspapers. I don't know how you do that and still pay a Publisher, General Manager, Editor...... a ton of money but I have faith in you, I'm rooting for you.
Google Launches New Display Ad Measurement Tool
On the heels of ComScore finding that display advertising creates significant lift in brand-site visitation, Google launches a news tool to help marketers determine what that lift is.
According to webpronews Google has launched a new tool called Campaign Insights that measures the impact of display ad campaigns across the Google Content Network. The system compares the online habits of a test group and a control group of users after the test group has been exposed to a display ad.
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