[ Content | Sidebar ]

Archives for 'Brands'

Digital Organizations Can No Longer Afford “Not-Invented-Here” Cultures

Jorge Espinel / August 12, 2009

Upon learning of Facebook’s acquisition of Friendfeed, very few industry people (myself included) were surprised that Facebook needed to acquire a company to bring in talent to compete with Twitter. However, if one takes a step back, this news should have at least raised an eyebrow. Currently, Facebook is one of the hottest digital [...]

Branding, Brands, Content, Corporate Development, M&A, Management, Media Companies, Startups, Video, Web Advertising - 1 Comments

YouTube’s Sweet Moves

Jorge Espinel / March 26, 2009

YouTube’s recent programming and advertising initiatives are pretty exciting. In them, I can see that YouTube is taking steps to unlock the value of online video.

First, YouTube recently allowed one of its content partners, CBS, to use their own video player to broadcast “March Madness” on YouTube.com. The second was YouTube’s experiment with a [...]

Brands, Content, Video, Web Advertising, online video, televison - 0 Comments

The State of Online Video Advertising

Jorge Espinel / January 23, 2009

Today, the WSJ reported on an initiative by MediaVest’s Vivaki to work with some of the leading online networks to test and develop new standards for online advertising formats. This effort highlights the still nascent nature of the industry but also that online video is coming of age. Even in this economic downturn, advertisers [...]

Advertisers, Advertising, Brands, Video, broadband enterprises - 0 Comments

Playing Facebook Advertising Revenue Czar

Jorge Espinel / December 23, 2008

Last week, during a lunch with a former colleague and Jeff Ocampo-Tan, one of my associates at Velocity, we engaged in a discussion about the opportunity Facebook (FB) has in building its brand advertising revenues. The New York Times recently reported (see here) Facebook has faced some challenges in doing so far. However, these [...]

Advertising, Branding, Brands - 0 Comments

The Online Advertising Market Realities - Part 1

Jorge Espinel / October 8, 2008

I recently attended an interesting “unconference” organized by WPP’s Mark Read and Yossi Vardi in Athens, Greece (Thanks to both of them for hosting this event). After reflecting about the many conversations I had in Athens about online advertising, I thought I would start outlining my thoughts on what is going in online advertising [...]

Advertising, Branding, Brands, Web Advertising - 0 Comments

Are Consumers Showing “Response” Fatigue?

Jorge Espinel / July 20, 2008

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 [...]

Advertisers, Advertising, Brands, Management, Online marketing, Startups, Talent, Video, Web Advertising - 0 Comments

Innovative Ad Solutions for Brand Advertisers

Jorge Espinel / July 19, 2008

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 [...]

Advertising, Branding, Brands, Marketing, Media Companies, Talent, Web Advertising - 0 Comments

The Online Advertising Depression

Jorge Espinel / May 17, 2008

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 [...]

Advertising, Brands, Startups, Video, Web Advertising - 0 Comments

NewsCorp’s FIM Sails Into The Uncharted Waters of Advertising Sales Decentralization

Jorge Espinel / April 4, 2008

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” [...]

Advertisers, Advertising, Branding, Brands, Content, FIM, Management, Media Companies, Web Advertising, newscorp - 0 Comments

Publishing: The Dilemma Over Ad Networks

Jorge Espinel / March 25, 2008

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 [...]

Advertisers, Advertising, Brands, Content, Online marketing, Publishing - 0 Comments

Brand Advertising: What does it need to happen after the GM announcement?

Jorge Espinel / March 20, 2008

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 [...]

Advertisers, Advertising, Brands, Content, GM, Marketing, Media Companies, Online marketing, Web Advertising - 0 Comments