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 [...]

A few posts back I wrote about the new dynamics of content businesses in a digital world (See here). In recent months, the mantra of “content is king” has returned to the forefront of these businesses as a way to highlight their value. This is not surprising. As distribution outlets proliferate thanks to the [...]

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 [...]

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 [...]

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” [...]

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 [...]