SpectatorBytes

As I have discussed in previous posts, the Web is dominated by performance-driven rather than brand advertising. To explain my point, I have always cited the lack “Colgate Ads” around the Web. This is because growing up, Colgate was one of the leading brand advertisers on television.
So, you can imagine my surprise when I came [...]

The Online Publishers Associate just released a study which concludes that advertisers can boost the effectiveness of their ads by focusing their campaigns on branded content sites. Below are some of the key findings outline in the report (Full report here):
- Ads Placed on Content Sites Raise Brand Favorability and Purchase Intent Significantly More [...]

Venture Beat picked an interesting story from Ad Age which outlines the challenges facing the online advertising industry (See Here) which outlines the challenges facing the onlineadvertising industry. Below is one of the most interesting statement’s in the Ad Age piece.
“The inconvenient truth is that for all its new-media spin, display advertising is “old” [...]

This was a tough week for online advertising given Valueclick’s lower guidance for Q208 (see below), Google’s less than stellar performance and even eBay’s cautious outlook for Q3.

Valueclick’s Guidance - Fiscal Year 2008 Revenue by Segment

Year-Over-Year Growth

Affiliate Marketing2(excludes Search123)

+8%

Comparison Shopping and Search (includes Search123)

+19% pro-forma

Technology

+18%

Media, Total

-18%

Display advertising

Low single digit increase

Lead generation

High 20% decrease

While Valueclick’s [...]

I have written several posts about the need for offering innovative ad solutions to brand advertisers. I wanted to share a couple of solutions for brand advertisers that two companies in our portfolio have developed (obviously I have a vested interest in the success of these two companies). Nevertheless, I think that they are offering [...]

Recent report by Pubmatic (see here) over the past week indicate that online advertising prices are declining. This trend had already become evident as leading Web players announced their Q1 results.
The forces that have enabled the growth in advertising on the Web now seem to be working against it.
Direct Response advertisers have driven [...]

The online video revolution has certainly been on its way for quite some time now. YouTube’s skyrocketing audience numbers and overall video streams statistics from the Web indicate that video has become a core element of the Web experience. This trend will expect to continue as increasing number of traditional and new video content [...]

For content producers and providers, the Web is bound to create significant value in the middle. Much has been said about the Web’s long-tail over the past few years, and certainly many companies are focused on the “head” since most offline models have been built around the “head”. However, the middle – which some [...]

Much is being written today about the imminent downturn in the economy and how it has started to impact overall business activity (see here). This has gotten me thinking about what are the potential implications for the digital media community over the next 18-24 months.
Realities:
– Consumers’ online usage will continue to increase at a [...]

A couple of days ago, Fred Wilson posted an interesting note on the future of the music business (see here). Fred’s main point was that streaming will likely emerged as the new model for music online. Fred posits that given the increased availability of connectivity and portable connected devices, streaming will eventually prove [...]

Today’s major news headline is NewsCorp’s FIM sales reorganization (see here). While internal politics have been blamed for the changes in the blogosphere, in an strategic sense, I would expect the move to further help FIM built its brand advertising revenues. Here are some of the reasons why:
- Increases focus on creating “scalable” [...]

There has been some recent posts discussing the impact of the Web on other media. Today’s Techcrunch post on publishing and blogging is the latest example of that (see here). In my view, these editorials are signals that the Web is finally coming on its own as a medium. This got me thinking about [...]

Much discussion has taken place about the value of advertising networks over the last couple of days. Here are some of the most interesting posts (See Are Ad Networks Becoming Irrelevant?, What’s This Fascination with Ad Networks? and Are ad networks for loser/weak publishers?).
I believe that Web publishers need to focus on building [...]

Some interesting news came out GM today (see GM roars Forward Into Digital Ad Channels). This suggests brand advertisers are finally ready to commit significant spending to digital media. This is certainly good news for the industry, and in particular for companies that are creating solutions specifically designed to serve brand advertisers.
GM’s [...]

I recently came across an article in Ad Age that urged us to think differently and consider a scenario in which the Web is not a medium suited for advertising (Think Different: Maybe the Web’s Not a Place to Stick Your Ads). While the argument is well constructed, I believe the author may [...]